International and Cross Cultural Marketing

Middlesex University Business School
London, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' A specialised course exploring the link between cross-cultural psychology, marketing and consumer behaviour as they apply in an increasingly globalised and internationally competitive market place. The course covers both goods and services and explores the efficacy of the evolving theories that may guide the development of effective cross-boarder marketing strategies.

PN550
Combines international marketing and cross-cultural psychology - two disciplines very much desired by potential employers such as multinational corporations and international institutions. With our campus bringing together students and staff from more than 100 countries in the world, we offer one of the best locations in the world to specialise in cross-cultural marketing. Our lecturing staff are marketing enthusiasts, involved with marketing consultancy projects and many are well known for their pioneering work in academia and industry. We offer a regular programme of guest lectures by prominent speakers on key issues in business and marketing. As part of the Business and Management group Marketing achieved grade 22 (Excellent) for teaching quality from the QAA. We are conveniently located on a stunning modern campus, less than 30 minutes by tube from the centre of LondonSpecial features:
Combines international marketing and cross-cultural psychology - two disciplines very much desired by potential employers such as multinational corporations and international institutions. With our campus bringing together students and staff from more than 100 countries in the world, we offer one of the best locations in the world to specialise in cross-cultural marketing. Our lecturing staff are marketing enthusiasts, involved with marketing consultancy projects and many are well known for their pioneering work in academia and industry. We offer a regular programme of guest lectures by prominent speakers on key issues in business and marketing. As part of the Business and Management group Marketing achieved grade 22 (Excellent) for teaching quality from the QAA. We are conveniently located on a stunning modern campus, less than 30 minutes by tube from the centre of LondonThe course covers both goods and services and explores the efficacy of the evolving theories that may guide the development of effective cross-boarder marketing strategies. You will develop a strong foundation in marketing and marketing communications. You will also develop the knowledge and skills to critically analyse the leading international marketing and cross-cultural theories and the ability to apply these theories to a range of real world situations across different countries.

You study a range of interlinked models joining the theoretical frameworks of cross-cultural psychology, intercultural communication and marketing strategy and management. A wide range of different topics will be analysed in order to provide a comprehensive foundation for a successful career in this dynamic, international environment. The final component of the programme is a dissertation which is a focused and directed investigation of a specific issue within cross-cultural and international marketing strategy or communication areas.

Programme Content:
The course covers both goods and services and explores the efficacy of the evolving theories that may guide the development of effective cross-boarder marketing strategies. You will develop a strong foundation in marketing and marketing communications. You will also develop the knowledge and skills to critically analyse the leading international marketing and cross-cultural theories and the ability to apply these theories to a range of real world situations across different countries.

You study a range of interlinked models joining the theoretical frameworks of cross-cultural psychology, intercultural communication and marketing strategy and management. A wide range of different topics will be analysed in order to provide a comprehensive foundation for a successful career in this dynamic, international environment. The final component of the programme is a dissertation which is a focused and directed investigation of a specific issue within cross-cultural and international marketing strategy or communication areas.

Contemporary Marketing Strategy

Provides the framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. It especially focuses on the development and implementation of marketing strategies in order to gain a competitive advantage in a highly volatile environment.

Research in Marketing

Students develop the ability to evaluate and interpret the role of market research in order to inform strategic marketing decisions and the students’ ability to critically analyse both primary and secondary data to assist decision making and strategy development.

Contemporary Issues in Intergrated Marketing Communications

The aim is to develop students’ knowledge of marketing communications both in theory and practice, especially integrated marketing communications with a combined approach inspired by a thorough review and critical analysis of relevant theoretical frameworks. In particular, the module focuses on leading-edge research into the effects and effectiveness of various marketing communications approach.

International and Cross-Cultural Marketing

Students develop their understanding of the key dimensions of international marketing environment, and their influence on corporations’ choice of alternative international marketing strategies, organisation and control of international operations.Students engender a cross-cultural understanding of consumers/markets beyond national boundaries by exploring the relationships between cultural variables and human behaviour and their implications for marketers from a cultural and cross-cultural perspective, focusing on both theory and application. This module will provide you with an opportunity to develop the skills, perspectives and cross-cultural awareness to become the future marketers and business leaders in our increasingly competitive global arena.

Dissertation

Modules:
Contemporary Marketing Strategy

Provides the framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. It especially focuses on the development and implementation of marketing strategies in order to gain a competitive advantage in a highly volatile environment.

Research in Marketing

Students develop the ability to evaluate and interpret the role of market research in order to inform strategic marketing decisions and the students’ ability to critically analyse both primary and secondary data to assist decision making and strategy development.

Contemporary Issues in Intergrated Marketing Communications

The aim is to develop students’ knowledge of marketing communications both in theory and practice, especially integrated marketing communications with a combined approach inspired by a thorough review and critical analysis of relevant theoretical frameworks. In particular, the module focuses on leading-edge research into the effects and effectiveness of various marketing communications approach.

International and Cross-Cultural Marketing

Students develop their understanding of the key dimensions of international marketing environment, and their influence on corporations’ choice of alternative international marketing strategies, organisation and control of international operations.Students engender a cross-cultural understanding of consumers/markets beyond national boundaries by exploring the relationships between cultural variables and human behaviour and their implications for marketers from a cultural and cross-cultural perspective, focusing on both theory ...''

Phone:+44 (0)20 8411 5000

School Address:

Middlesex University Business School
The Burroughs
London
NW4 4BT
United Kingdom


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