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2017/2018  KAN-CIBCV1507U  Understanding Markets Across Cultures

English Title
Understanding Markets Across Cultures

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Master of Arts (MA) in International Business Communication in English
Course coordinator
  • Alexander Josiassen - Department of Marketing (Marketing)
  • Fumiko Kano Glückstad - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Customer behaviour
  • Globalization and international business
  • Marketing
Last updated on 20-02-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Be able to formulate a research question integrating some of the key theoretical concepts introduced in the course
  • Be able to identify concepts involved in investigating the research question
  • Be able to construct a conceptual model which can be used to test the research question
  • Design an empirical research design for analyzing the conceptual model
  • Report the findings, and refine it further by analyzing the potential market(s) to identify target segments
  • Develop branding and communication strategies targeting the selected segments
Course prerequisites
The course is open to a wider range of master-level students who are interested in learning how to understand and manage international consumers/tourists and markets.
Understanding Markets Across Cultures:
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 exam consists of a case company. Each student will formulate research questions to investigate problems and challenges identified from the selected case. The students should design an empirical research to analyze international consumers' decision-making by: a) identifying the core problem; b) identifying the core concepts involved; c) suggesting an appropriate model for testing; d) select and apply appropriate hypothesis testing methods; e) identify target segment(s); f) develop branding and communication strategies targeting the selected segment(s).

Course content and structure

Consumers increasingly expect to be addressed and met on their own terms. This can only be achieved if businesses are able to acquire and handle very complex insights about foreign markets and the diverse subgroups (“segments”) within them. The key challenge is understanding and identifying how consumers prioritize and choose. This courses introduces the student to the key theories that will allow them to understand and manage consumers/tourists international markets. Among these key concepts and theories are acculturation to global consumer culture, consumer cosmopolitanism, CCB theory and matrix, ethnocentrism, affinity and animosity, country of origin effects, relevance theory of communication and mental destination representation. Throughout the course we practice applying and preparing for testing these concepts to a suggested consumer behavior model. The course discusses how these concepts can be applied to improve firms competitiveness in international markets. The course also discusses how these theories are applied to understand and attract tourists to a specific destination; and how the tourist experience influences consumers' perception about a country image and how the tourism can contribute to the overall nation branding.

Teaching methods
The course consists of 3 lessons (3 x 45 minutes) for 8 weeks.

The course intends to form international groups consisting of local Danish students and international students, and facilitate discussions between students having diverse backgrounds.

The students can use materials from the group assignments for the final exam report.
Feedback during the teaching period
Through a group-based assignment, the course will facilitate "student to student feedback" as well as teachers' feedbacks to each group assignment in the class and online.
Student workload
Preparation (reading course materials etc.) 72 hours
Group work and assignment 62 hours
Written exam 48 hours
Course participation 24 hours
Expected literature

Expected literature (indicative):

  • Albaum, G., Duerr, E. & Josiassen, A. (2016) International Marketing and Export Management 8 edition.

    Pearson ISBN-10: 1292016922 ISBN-13: 978-1292016924

  • Josiassen, A. (2011). Consumer disidentification and its effects on domestic product purchases: An empirical investigation in the Netherlands. Journal of Marketing, 75(2), 124-140.

  • Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of business research, 60(3), 249-259.

  • Hofstede, F. T., Steenkamp, J. B. E., & Wedel, M. (1999). International market segmentation based on consumer-product relations. Journal of Marketing Research, 1-17.



Last updated on 20-02-2017