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ET921 - Marketing across Cultures

  • Module code: ET921
  • Module name: Marketing across Cultures
  • Department: Centre for Applied Linguistics
  • Credit: 10

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

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.

Principal learning outcomes

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.

Timetabled teaching activities

15 hours in Term 1, made up of interactive lectures/seminars

Departmental link

Other essential notes

10 credits

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: ET921-10)
A1 (Assessed work only) Assessed Course Work 100%

Module availability

This module is available on the following courses:



Optional Core


  • Postgraduate Taught Intercultural Communication for Business and the Professions (X9PJ) - Year 2
  • Postgraduate Taught Intercultural Communication for Business and the Professions (X9PJ) - Year 3