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2016/2017  BA-BIMKV1604U  Consumer centric intercultural marketing: complexity of Asian consumers

English Title
Consumer centric intercultural marketing: complexity of Asian consumers

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 55
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Fumiko Kano Glückstad - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Customer behaviour
  • Intercultural studies
  • Marketing
Last updated on 23-02-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Formulate a research question integrating some of the key concepts introduced in the course
  • Design and implement their empirical study by defining the unit of analysis
  • Compare theories introduced in the course and account for the selection of these applied to their own research question(s)
  • Compare methods introduced in the course and account for the selection of these applied to their own research question(s)
Course prerequisites
The course introduces very basic data analysis methods such as cross-table analysis. Hence, statistical knowledge is NOT prerequisites in this course.
Consumer Centric Intercultural Marketing: Complexity of Asian Consumers:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The students have to formulate their own research questions, selecting and applying theories introduced in the course, and analyze data by selecting and employing methods learned through the course.

The students are welcome to use the materials from the group works and assignments made through the course.

Course content and structure

The course addresses the issues of consumer-centric marketing and diversity of consumer cultures, which reveals considerable variation in how people construe satisfaction in life and experience subjective well-being in the East (e.g. Japan, China) and the West (e.g. Denmark, US).


In our contemporary globalized society, mobility of people with different values, attitudes and life-style makes it complicated both for public and private service providers to offer consumer-centric services and communications. If services are intended to enhance individuals’ satisfaction by increasing their sense of well-being, we need to understand them not only at a national or global level, but also at a personal level. Moreover, we need to rethink how we define the concept of culture in order to account for this complexity.



The course combines several methodological approaches among others, content analysis, cross-table analysis using World Value Survey and European Social Survey databases and online questionnaires. Through these activities, we will discuss how to approach consumer-centric marketing by considering both transnational and national characteristics of consumers in the modern globalized society.




Teaching methods
The course consists of lectures, discussions, hands-on sessions and group work.

The course is taught and coordinated by a teacher with more than 10 years experience in consumer behavior research and product concept design from one of the largest Japanese high-tech consumer enterprises, as well as in Japanese marketing coordination from a Danish high-tech enterprise. The course will focus on getting students acquiring practical skills in identifying and analyzing consumers' transnational and national values that are essential for intercultural marketing communication.

In particular, the course intends to introduce real-world cases brought up by an Asian marketing company and consumer industries, and encourage students to work with themes relevant to real-world problems in intercultural marketing suggested by these industries.
Student workload
Course activities (including preparation) 146 hours
Exam (including exam preparation) 60 hours
Expected literature

(Tentative literature list: may be changed without notice)



  • Schmidt, B. (2013) The Changing Face of the Asian Consumer: Insights and Strategies for Asian Markets. McGraw Hill Higher Education
  • Klaus, K. (2013) Content analysis: An introduction to its methodology, Thousand Oaks, Calf. Sage
  • Bearden, W.O., Netemeyer, R.G., Haws, K.L. (2011) Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research. Sage publications
  • Bethlehem, J. 2009. Survey Methodology: A statistical perspective. Wiley. Chapter 3.


Literature (supplemental):

  • Douglas S.P. & Craig C.S. (2006) On improving the conceptual foundation of international marketing research. Journal of International Marketing 14(1), 1-22.
  • De Mooij, M. (2011) Chapter 1: Global consumers in a global village?  In: Consumer Behavior and Culture, Sage publications
  • De Mooij, M. (2011) Chapter 2: Values and Culture. In: Consumer Behavior and Culture, Sage publications
  • De Mooij, M. (2011) Chapter 4: The consumer: Attributes. In: Consumer Behavior and Culture, Sage publications
  • Schwartz, S. H. (2012) An overview of the Schwartz theory of basic values, Online Readings in Psychology and Culture, 2(1). http://dx.doi.org/10.9707/2307-0919.1116
  • Cleveland, M. et al. (2011) Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study. In: Journal of Business Research 64, pp. 934-943
  • Uchida, Y., Norasakkunkit, V. & Kitayama S. (2004) Cultural Construction of Happiness: Theory and Empirical Evidence. Journal of Happiness Studies 5, 223-239.
  • Markus, H.R. & S. Kitayama (1991) Culture and the self: Implication for cognition, emotion, and motivation. Psychological Review 98, 224-253.
  • Aaker, J. L. et al. (2001) Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. In: Journal of Personality and Social Psychology, 81, pp. 492-508



Last updated on 23-02-2016