Marketing Across Cultures

Study Board of Business Economics

Teaching language: English
EKA: B150130112, B150130102
Censorship: Second examiner: None
Grading: Pass/Fail, 7-point grading scale
Offered in: Odense
Offered in: Autumn
Level: Master

Course ID: B150130101
ECTS value: 10

Date of Approval: 08-03-2019


Duration: 1 semester

Course ID

B150130101

Course Title

Marketing Across Cultures

Teaching language

English

ECTS value

10

Responsible study board

Study Board of Business Economics

Date of Approval

08-03-2019

Course Responsible

Name Email Department
Domen Bajde bajde@sam.sdu.dk

Offered in

Odense

Level

Master

Offered in

Autumn

Duration

1 semester

Mandatory prerequisites

None.

Recommended prerequisites

The course requires a basic understanding of marketing and consumer behavior. The students should be able to work with academic research papers, and be proficient in discussing marketing problems and writing up reports in English.

Aim and purpose

The purpose of the course is to give students knowledge and comprehension of:



  • the relevance of culture to marketing and
  • strategic opportunities and challenges arising from culturally diverse and dynamic contexts.



The course provides students with competencies to identify the role of culture in marketing and how cultural differences pose particular strategic and communication challenges for organizations.

Finally it shall provide the students with an understanding of the complexity of the culture concept and the skills for a culturally reflective approach to marketing. 

Content

Marketing processes are increasingly global in their constitution and societies are increasingly pluri-cultural. As a consequence, a cross-cultural approach to marketing is increasingly salient.

The central areas of the course:


  • Introduction to essentialist and constructivist notions of culture and their use in marketing

  • Methods for analyzing and understanding cultural variance and dynamics

  • Processes of homogenization and heterogenization of markets

  • The role in and response of marketing to cultural interpenetration

  • Politics and ethics of marketing across cultures
  • Cultural marketing: strategy, research, communication, innovation

  • Marketing and economic development

  • Marketing to subaltern consumers (in "developing" parts of the world)

Learning goals

Students should be able to:.

Description of outcome - Knowledge

The students should be able to explain what culture is and what role it plays in marketing. They should be able to explain the difference between essentialist and constructivist notions of culture, and be able to critically discuss and apply both perspectives (especially the latter) to the context of marketing. They should obtain an understanding of the nature and role of cultural dynamics (e.g., glocalization, cultural change and cultural tensions) in marketing, and the use of cultural approaches in marketing.

Description of outcome - Skills

Students are expected to be able to identify the main challenges at stake in doing marketing across cultures, especially in reference to cultural variance and change (e.g., cultural differences and processes of globalization). They  should be able analyze specific cultural contexts and identify problems and opportunities for marketing using the theories introduced in the course. They should be able to apply cultural approaches to marketing in specific business settings. 

Description of outcome - Competences

Students should obtain competences to analyze and critically reflect upon the interplay between culture and marketing. They should be competent in identifying cultural problems and opportunities, as well as developing marketing solutions based on cultural knowledge and insights. 

Literature

  • Selected chapters from Lisa Peñaloza, Nil Toulouse & Luca Visconti, eds., (2012), Marketing Management: A Cultural Perspective, London: Routledge.

  • Holt, D. and D. Cameron (2010), Cultural strategy, Oxford University Press. McCracken, Grant (1986), “Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods,” Journal of Consumer Research, 13, 71-84.
  • Askegaard, Søren & Dannie Kjeldgaard (2007), “Here, There, and Everywhere: Place Branding and Gastronomical Glocalization in a Macromarketing Perspective” Journal of Macromarketing, vol. 27 (2), 138-147.
  • Holt, D. B., Quelch, A. and Taylor, E. L. (2004), How global brands compete. Harvard business Review, 82(9): 68-75. 

Teaching Method

Students are instructed to read and reflect on assigned texts, so that they can follow and actively engage in the discussion and application of theory during in-class sessions. The sessions clarify and build upon assigned readings, allowing for a comprehensive and critical understanding of the issues involved and stimulating mindful application to diverse contexts (aided by illustrative cases and videos).
The case studies covered in the midterm assignment and final exam enable students to further refine and test their skills in cross-cultural marketing. Students will have an opportunity to work on a midterm assignment. The assignment is conducted in groups of 4-5 students.

Deviations may be decided by the teacher.

The date for midterm submission will appear from the course plan. After completing their midterm assignment, the student will upload their report (max 6 pages) in SDU-assignment via the course page in Blackboard.

Workload

Scheduled classes:

3 hours pr. week in 12 weeks.

___

Student activities:
In-class learning (lecture and discussion): 36 hours.
Compulsory reading, observation and reflection: 178 hours.
Preparation for compulsory assignment: 12.
Assignment support and feedback (e-mail correspondence included): 4.
Preparation for exam: 32 hours.
Exam: 8 hours.
Total: 270 hours.

Examination regulations

Compulsory assignment

Name

Compulsory assignment

Timing

Exam: November
Reexam: December

Examination form may be altered for the reexamination, e.g. from written to oral examination

Tests

Compulsory assignment

Name

Compulsory assignment

Form of examination

Project report

Censorship

Second examiner: None

Grading

Pass/Fail

Identification

Student Identification Card - Exam number

Language

English

Duration

12 hours

Length

Max. 6 pages

Examination aids

All exam aids allowed

Assignment handin

Via SDU-assignment in the course in Blackboard.

ECTS value

1

Additional information

The compulsory assignment is to be solved in groups of 5 students. Deviations may be granted by the teacher. 

EKA

B150130112

Final exam

Name

Final exam

Timing


Final Exam:
Exam: January. Date and time will be informed on the exam plan.
Reexam: February. Date and time will be informed on the exam plan.

Examination form may be altered for the reexamination, e.g. from written to oral examination

Tests

Take-home assignment

Name

Take-home assignment

Form of examination

Home assignment

Censorship

Second examiner: None

Grading

7-point grading scale

Identification

Student Identification Card - Exam number

Language

English

Duration

8 hours take-home exam.

Length

Max. 6 pages.

Examination aids

All aids allowed except for communication with other students. 

Assignment handover

Via the course page in Blackboard.

Assignment handin

Via SDU-assignment in the course page in Blackboard.

ECTS value

9

Additional information

Location: Home assignment.
Internet Access: Necessary.

The assignment for the take-home exam comprises of a set of challenges surrounding a chosen marketing context (e.g., a marketing campaign, a consumption phenomenon). The take home assignment can be written by one student only.


Reexam:
As above.

EKA

B150130102

External comment

NOTE - This course is identical with the former course 8033201 Marketing Across Cultures.
Used examination attempts in the former identical course will be transferred.
Courses that are identical with former courses that are passed according to applied rules cannot be retaken.

The student is automatically registered for the first examination attempt when the student is registered for a course or course element with which one or more examinations are associated. Withdrawal of registration is not possible, and students who fail to participate in an examination have used one examination attempt, unless the University has made an exemption due to special circumstances. 

Courses offered

Period Offer type Profile Programme Semester
Fall 2019 Optional MA Negot 120 ECTS - International Market Relations Admitted 2019 Master of Arts (MA) in Business, Language and Culture | Odense
Fall 2019 Optional MA Negot 120 ECTS - International Relations Admitted 2019 Master of Arts (MA) in Business, Language and Culture | Odense
Fall 2019 Optional MA Negot 120 ECTS - International Communication Management Admitted 2019 Master of Arts (MA) in Business, Language and Culture | Odense
Fall 2019 Optional MA Negot 120 ECTS - Human Ressource Management Admitted 2019 Master of Arts (MA) in Business, Language and Culture | Odense
Fall 2019 Mandatory Global Marketing and Consumer Culture MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding 1
Fall 2019 Mandatory International Business and Marketing (optag pr. 1. september 2018) MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding 1
Fall 2019 Mandatory MA Negot 120 ECTS - Global Marketing Management Admitted 2019 Master of Arts (MA) in Business, Language and Culture | Odense 1
Fall 2019 Optional Market Anthropology (ikrafttræden pr. 1. september 2019) - Odense MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional Market Anthropology (ikrafttræden pr. 1. september 2017) MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional Brand Management and Marketing Communication MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional Global Logistics and Supply Chain Management - Accounting Combination MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional Global Logistics and Supply Chain Management - Organization Combination MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional International Business and Management (optag pr. 1. september 2018) MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional Strategy and Organization (optag pr. 1. september 2018) MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional International Business and Marketing (optag pr. 1. september 2018) MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional International Business and Management (ikrafttræden pr. 1. september 2017) MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Optional Management of Innovation Processes MSc in Economics and Business Administration | Master of Science (Msc) in Economics and Business Administration | Esbjerg, Soenderborg, Slagelse, Odense, Kolding
Fall 2019 Exchange students

Teachers

Name Email Department City
Alev Kuruoglu alev@sam.sdu.dk Odense
Tabitha Maria Guldberg Andersen tabian@sam.sdu.dk Odense

URL for MySchedule

3
Monday
17-01-2022
Tuesday
18-01-2022
Wednesday
19-01-2022
Thursday
20-01-2022
Friday
21-01-2022
08 - 09
09 - 10
10 - 11
11 - 12
12 - 13
13 - 14
14 - 15
15 - 16
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