• Outline foundational theoretical frameworks for the study and analysis of culture.
• Explain the connections between these frameworks and qualitative research methods.
• Apply these frame works and methods to a business context.
• Describe various cultural phenomena in different business contexts using the the frameworks of cultural analysis.
• In relation to workshop business cases, develop feasible and well reasoned courses of action following from the descriptions of cultural phenomena.
• Use consistent and clear written English.

The purpose of the course is to introduce students to the discipline of cultural analysis to the key theoretical frameworks that are commonly used in the practice and to illustrate their applicability to a variety of business contexts. These frames will include, semiotics, identity and collective history, Foucauldian discourse analysis, and cultural studies. These theories and perspectives have been introduced in the lectures they will then be applied to business cases in three workshop groups.

Themes explored

• The methods and interests for the sociological study of culture (Explaining the difference between Quantitative and Qualitative data)
• The methods and interests of the cultural studies approach to culture (Describing methods of examining and interpreting cultural artefacts, and practices, institutions)
• National Cultures and Stereotypes (Intercultural and cross-cultural competencies)
• Semiotics (Explaining mechanisms and theory of signification for communication)
• Identity and History (Introduction to questions of identity, collective history, difference and diversity)
• Representation (Explaining the cultural context as an inherent part of communication)
• Discourse analysis (Describing methodology for studying cultural paradigms and institutions)
• The applications of these theories and tools to business contexts  (Workshop cases)

The course is structured so as to maximise the contact time between students and teachers and to produce forums conducive to continuous feedback through the small tasks (presentation, was analysis, group discussions) in the workshops. It also designed to inculcate the students with the skills required for self-directed learning at university level through the modelling of workshop, seminar and reading groups study forms.

This goal is also balanced with the need to provide clear instruction to students as they engage with this introduction to theoretical material. To that end, this often dense theory is introduced to the students in manageable pairs of one-hour lectures. They then work with these theories and frameworks on business cases (such as the semiotics of Mærsk’s diversity marketing, the discourse of tech startups e.g. We Work, Brexit and national cultures) in their language groups during 10, two-hour workshops with guidance from one of the course teachers.

This process should give students the basis to formulate their assessment. That being an individual essay—no longer than ten pages—in which they will explain how a theory describes or explains cultural phenomena and apply this understanding to a business case to identify problems and suggest a practical course of action to address them.

This course will run for the first time in Autumn 2021.

DURING, S. ed. (2010). The cultural studies reader. London, Routledge.

SAHA, A (2021). Race, Culture and Media. London, Sage.

PICKERING, M, ed. (2008) Research Methods for Cultural Studies. Edinburgh: Edinburgh University Press

Further material to be available on Canvas