Intercultural Business Communication and Marketing MA - 2026/7
Awarding body
University of Surrey
Teaching institute
University of Surrey
Framework
FHEQ Level 7
Final award and programme/pathway title
MA Intercultural Business Communication and Marketing
Subsidiary award(s)
| Award | Title |
|---|---|
| PGDip | Intercultural Business Communication and Marketing |
| PGCert | Communication, Marketing and Business |
Modes of study
| Route code | Credits and ECTS Credits | |
| Full-time | PPA63033 | 180 credits and 90 ECTS credits |
| Part-time | PPA63034 | 180 credits and 90 ECTS credits |
QAA Subject benchmark statement (if applicable)
Other internal and / or external reference points
N/A
Faculty and Department / School
Faculty of Arts, Business and Social Sciences - Literature & Languages
Programme Leader
DIPPOLD Doris (Lit & Langs)
Date of production/revision of spec
15/11/2024
Educational aims of the programme
- provide students with a comprehensive theoretical framework to understand International Marketing and Business Practice and analyse relevant case studies
- The programme aims to: develop an appreciation of the challenges and complexities of marketing, advertising and business functions, as well as individual behaviours across linguistic and cultural boundaries
- enable students to reflect on how their own cultural and linguistic background may affect their professional activities and how they may be used in their future career
- provide students with a comprehensive theoretical toolkit to analyse spoken and written (professional) communication
- develop skills in gathering and analysing both primary and secondary data from a business and marketing context
- develop the ability to address problems in marketing, business and advertising, using data, and to articulate findings in a variety of formats, including presentations, essays and business reports
Programme learning outcomes
| Attributes Developed | Awards | Ref. | |
| On completion of the programme students will be able to: describe, using theory and a range of sources, how individuals communicate with one another and in groups, and how businesses communicate with customers | KC | PGCert, PGDip, MA | |
| critically appraise the challenges and complexities of conducting business and marketing activities in a globalised context | KPT | PGCert, PGDip, MA | |
| evaluate their own skills and practices in an international Business and Marketing context to make decisions about their future careers | PT | PGCert, PGDip, MA | |
| collaborate and communicate with different audiences, supported by a range of digital technologies | PT | PGCert, PGDip, MA | |
| plan tasks to complete them individually or collaboratively), showing ability to reflect on own performance and openness to different perspectives | PT | PGCert, PGDip, MA | |
| solve real-world problems by applying theory, interpreting data and working collaboratively | CP | PGCert, PGDip, MA |
Attributes Developed
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Programme structure
Full-time
This Master's Degree programme is studied full-time over one academic year, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
Part-time
This Master's Degree programme is studied part-time over two academic years, consisting of 180 credits at FHEQ level 7. All modules are semester based and worth 15 credits with the exception of project, practice based and dissertation modules.
Possible exit awards include:
- Postgraduate Diploma (120 credits)
- Postgraduate Certificate (60 credits)
Programme Adjustments (if applicable)
N/A
Modules
Year 1 (full-time) - FHEQ Level 7
Module Selection for Year 1 (full-time) - FHEQ Level 7
Students will need to choose between the three summer optional modules, OR the Dissertation Module CMCM067
Year 1 (part-time) - FHEQ Level 7
| Module code | Module title | Status | Credits | Semester |
|---|---|---|---|---|
| MANM017 | MARKETING | Compulsory | 15 | 1 |
| CMCM065 | BUSINESS COMMUNICATION I: WORKING IN AN INTERNATIONAL ENVIRONMENT | Compulsory | 15 | 1 |
| CMCM066 | BUSINESS COMMUNICATION II: COMMUNICATING WITH CUSTOMERS | Compulsory | 15 | 2 |
| MANM546 | PERSPECTIVES ON CONSUMER BEHAVIOUR | Compulsory | 15 | 2 |
| MANM489 | STRATEGIC RISK MANAGEMENT | Optional | 15 | 2 |
Module Selection for Year 1 (part-time) - FHEQ Level 7
Students will need to choose between the three summer optional modules, OR the Dissertation Module CMCM067
Year 2 (part-time) - FHEQ Level 7
Module Selection for Year 2 (part-time) - FHEQ Level 7
Students will need to choose between the three summer optional modules, OR the Dissertation Module CMCM067
Opportunities for placements / work related learning / collaborative activity
| Associate Tutor(s) / Guest Speakers / Visiting Academics | Y | |
| Professional Training Year (PTY) | N | |
| Placement(s) (study or work that are not part of PTY) | N | |
| Clinical Placement(s) (that are not part of the PTY scheme) | N | |
| Study exchange (Level 5) | N | |
| Dual degree | N |
Other information
Surrey's Curriculum Framework is committed to developing graduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability and Resourcefulness and Resilience. This programme is designed to allow students to develop knowledge, skills and capabilities in the following areas:
Global and Cultural Capabilities: Given the programme title of ¿Intercultural Business Communication¿ this curriculum framework theme is embedded in the vast majority of modules on the programme. students are developing an understanding of relevant marketing concepts in a global contexts, or consider how principles of communication in written and spoken contexts relate to instances in which people or organisations communicate across linguistic and cultural boundaries. Moreover, working with peers from a wide range of contexts also develops students global and cultural capabilities. Finally, authentic assessment opportunities encourage students to consider how marketing or customer engagement strategies would work when transferred into another cultural context.
Digital Capabilities: The development of digital capabilities is embedded both into modules that foster research skills and those that develop practical, marketing related skills. Students will work work with digital research databases, research support software, project management and document sharing platforms as well as design software. Moreover, students will develop their knowledge on the interrelationship between the digital world and marketing practice, including AI applications such as chatbots.
Employability: As the theory-practice link is embedded both within the Business modules taught by SBS as well as the Communication-focused modules, this is a very prominent curriculum theme Employability skills are developed through authentic and semi-authentic assessment opportunities such as speech writing, development of an advertising or information campaign, business report writing. In addition, case studies encourage critical thinking and problem solving skills, all of which are competencies transferable to the world of work.
Sustainability: The programme encourages students to consider issues of sustainability from both the Marketing as well as the Communication perspective. Students will consider issues in ethical consumption and ethical and sustainable marketing practices. They will also consider how their actions in an international business context can contribute to the UN¿s Sustainable Development goals.
Resourcefulness and Resilience: Students develop their resourcefulness and resilience through personal reflection on cultural values, communication successes and failures which may at times be unsettling, though modules will signpost ways of using these problems through theory-led reflection. Moreover, strong peer support will provide support and empathy and opportunities to share practices and experience. In addition, methods of learning, teaching and assessment are designed to facilitate continuous professional development and resourcefulness through authentic assessment and self-evaluation and commentary on their decisions.
Quality assurance
The Regulations and Codes of Practice for taught programmes can be found at:
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.