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Marketing across Cultures

Module Content
  • This module explores the challenges of intercultural communication in specific business functional areas, and develops a working knowledge of marketing practices in international enterprises.
  • It aims to introduce and study a comprehensive range of subjects and practices in international marketing in order to help achieve the overall aim of the course to develop the attributes needed to work effectively in professional, globalised contexts.
  • A particular focus is on exploring the influence of intercultural issues on marketing strategy, consumer behaviour and marketing communications.
  • In this module you will develop an awareness of the intercultural challenges of introducing products to new markets, and the capacity to critically evaluate ideas about international marketing strategy.

  • You will appreciate the intercultural skills relevant to marketing communications and negotiations, and understand and practice intercultural skills and techniques in international marketing research.

  • 2000 words (per person) group project report