Educational guide
IDENTIFYING DATA							2024_25
Subject	CROSS-CULTURAL MARKET RESEARCH					Code	00511026
Study programme	0511 - G.MARKETING E INVESTIGACIÓN DE MERCADOS
Descriptors	Credit.	Type	Year	Period
	6	Compulsory	Third	Second
Language	Castellano
Prerequisites
Department	DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador	RODRÍGUEZ SANTOS , MARÍA CARMEN				E-mail	mcrodsa@unileon.es alanc@unileon.es
Lecturers	LANERO CARRIZO , ANA RODRÍGUEZ SANTOS , MARÍA CARMEN
Web	http://
General description	In this course, the aim is to provide theoretical, methodological, and practical knowledge for research in a cross-cultural context, as well as to support the development of competencies necessary for a professional in this sector in these markets, with both onsite and online perspectives in international environments.
Tribunales de Revisión	Tribunal titular Cargo Departamento Profesor Presidente DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS Secretario DIREC.Y ECONOMIA DE LA EMPRESA SULE ALONSO , MARIA ARANZAZU Vocal DIREC.Y ECONOMIA DE LA EMPRESA GUTIERREZ RODRIGUEZ , PABLO Tribunal suplente Cargo Departamento Profesor Presidente DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA Secretario DIREC.Y ECONOMIA DE LA EMPRESA SAHELICES PINTO , CESAR Vocal DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO

Competencias

Code
A16272
A16274
A16278
B5094
B5095
B5096
B5098
B5104
B5105
B5110

Learning aims

	Competences
To be able to develop a market research in a cross-cultural context	A16272 A16278	B5095 B5104
To be able to carry out as a profesional a market research in cross-cultural environments	A16272 A16274	B5094 B5096 B5110
Students should be able to work as a team in the planning and development of actions and marketing campaigns that have a cross-cultural audience.	A16272 A16274	B5095 B5098 B5104 B5105
Students should be able to fluently communicate the presentation of marketing campaigns and actions to a cross-cultural audience	A16272 A16274 A16278	B5096 B5110

Contents

Topic	Sub-topic
Part I	Chapter 1: Marketing cross-cultural
	Chapter 2: Cross-cultural market research
	Chapter 3: Ethic in cross-cultural market research
Part II	Chapter 4: Secondary Information Sources
	Chapter 5: Quantitative techniques in cross-cultural market research
	Chapter 6: Qualitative techniques in cross-cultural market research
Part III	Chapter 7: On-line cross-cultural research

Planning

Methodologies  ::  Tests
	Class hours	Hours outside the classroom	Total hours
	40	40	80
	10	30	40
	0	20	20
Lecture	0	0	0
	3	0	3
Practical tests	6	0	6
Objective multiple-choice tests	1	0	1
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies

Methodologies   ::  

	Description
	The development of the lectures for the subject is structured into two weekly sessions lasting an hour and a half each, which are of a theoretical-practical nature and are distributed according to the corresponding schedule over the fifteen weeks of the teaching period. These sessions will cover the content corresponding to the ten topics that make up the two thematic blocks of the subject. In these sessions, the professors will present theoretical and practical concepts and their interrelation, possibly using multimedia resources and encouraging active participation from the students. To achieve this, they will alternate between lecturing and open dialogue intervals. Such participation may arise from doubts or comments sparked by the explanations of the professors, as well as from their own questions or topics proposed to the audience. Through this dynamic element, the aim is to elicit responses and/or generate debates for a richer presentation.
	Teaching and learning activities with professor supervision include group work, exercises, case studies, practical assignments, presentations, and tutorials.
	Autonomously organized activities for students include individual and group assignments.
Lecture

Personalized attention

Lecture

Description Depending on the progression of the subject, tutorial sessions will be held in the classroom (according to the dates provided in the official calendar), which may be mandatory to monitor activities, resolve doubts, or prepare for assessment tests. Individual tutorials in the classroom or in the professors' offices are also considered, as indicated in the section on teaching methodologies.

Assessment

	Description	Qualification
	The work will be carried out in groups according to the instructions of the professors. They will be presented at the place, day, and time indicated by the faculty, within the sessions designated for this purpose. The written report will be evaluated based on the choice of topic, the application of the course contents, the structure, clarity, and correctness in writing and presentation, the use of bibliographic sources and other sources of information, the quality of the analysis, and the ability to obtain conclusions and their practical applicability. On the other hand, in the presentation, the ability to synthesize, the ability of oral expression, and the quality of the presentation made with the participation of all members of the group within a limited time interval will be evaluated.	20%
Practical tests	The assessment of practical content will be carried out based on the reports corresponding to the proposed classroom assignments and their correction.	20%
Objective multiple-choice tests	The final exam for the subject, individual and written, will include multiple-choice questions, taking place on the date established for this purpose in the School Calendar for the completion of the corresponding tests during the period to complement the continuous assessment of the students.	50%
Others	Participation in class during the interactive sessions that are held.	10% of the final mark
Other comments and second call

Sources of information

Access to Recommended Bibliography in the Catalog ULE

Basic	Liamputtong, P., Doing Cross-Cultural Research, Springer, Malhotra, N., Investigación de Mercados. Un Enfoque Práctico, Pearson,
Complementary	Czinkota, Michael r., Ronkainen, Ilka A., Marketing Internacional, Cengage,

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