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2019/2020  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
Max. participants 50
Study board
Study Board for Master of Arts (MA) in International Business Communication in English
Course coordinator
  • Fumiko Kano Glückstad - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Customer behaviour
  • Information technology
  • Intercultural studies
Teaching methods
  • Face-to-face teaching
Last updated on 14-02-2019

Relevant links

Learning objectives
  • Be able to formulate a research question integrating some of the key theoretical concepts introduced in the course
  • Be able to design an empirical study applying some of the key theoretical concepts introduced in the course (be able to select variables and specify their roles)
  • Be able to demonstrate skills required for a segment-based data analysis and visualise the findings
  • Report the findings, and refine it further to develop product positioning strategies targeting a selected segment
  • Be able to explain cultural aspect of factors influencing consumer behaviours and its relation with the segmentation research
Course prerequisites
The course is open to a wider range of master-level students who are interested in acquiring skills for conducting consumer segmentation research and understanding theories that support the consumer segmentation. We expect that the students joining this course have willingness to learn and use statistical software such as "R", "SPSS" and "Excel" etc.
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved: 1
Compulsory home assignments
A short report (max. 2 pages) about a research question and variables selected for a research project.

Oral presentations etc.
Peer-to-peer review
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 Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

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 consumer markets and diverse subgroups (“segments”) within them. The consumer segmentation is a useful research technique that enables marketers to identify a target segment to be used for developing a product positioning strategy. A key challenge is understanding the heterogeneous structure of a consumer market and the homogeneity between markets, which helps marketers to eventually identify target consumer segments and understanding their respective priorities in their consumption behaviors.


This course introduces the student key theories that will allow them to understand consumers' diversified value priorities and their relations with attitudes and consumtion choices in the contemporary society, thereby enables them to develop a product positioning strategy targeting a specific consumer segment. The theories introduced in the course will support the students to acquire skills required for the consumer segmentation research methods to be introduced during the course. 


We intend to use example cases and data analytic tools developed in the ongoing innovation project: Understanding Mindsets Across Cultures, Internationally (UMAMI)



Description of the teaching methods
The course consists of 3 lessons (3 x 45 minutes) for 8 weeks.
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 (data analysis assignments etc.) 72 hours
Group work 62 hours
Written exam 48 hours
Course participation 24 hours
Expected literature

Expected literature (indicative):

  • Kotler, Philip & Keller, Kevin Lane (2015)  Marketing Management, Global Edition, United Kingdom: Pearson Education M.U.A (Chapters 7, 10, 11 & 19)

  • 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.

  • de Groot, J.I.M. & Steg, L., 2008. Value Orientations to Explain Beliefs Related to Environmental Significant Behavior: How to Measure Egoistic, Altruistic, and Biospheric Value Orientations. Environment and Behavior, 40(3), pp.330–354.

  • Schwartz, Shalom H. (2012) An Overview of the Schwartz Theory of Basic Human Values. Online Readings in Psychology and Culture, International Association for Cross-Cultural Psychology

  • Thiem, Alrik, and Adrian Duşa. 2013. Qualitative Comparative Analysis with R. Vol. 5. SpringerBriefs in Political Science. New York, NY: Springer New York.




Last updated on 14-02-2019