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Educational guide | |||||||||||||||||||||||||||||||||||||||
IDENTIFYING DATA | 2024_25 | |||||||||||||||||||||||||||||||||||||||
Subject | CROSS-CULTURAL MARKET RESEARCH | Code | 00511026 | |||||||||||||||||||||||||||||||||||||
Study programme |
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Descriptors | Credit. | Type | Year | Period | ||||||||||||||||||||||||||||||||||||
6 | Compulsory | Third | Second |
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Language |
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Prerequisites | ||||||||||||||||||||||||||||||||||||||||
Department | DIREC.Y ECONOMIA DE LA EMPRESA |
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Coordinador |
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mcrodsa@unileon.es alanc@unileon.es |
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Lecturers |
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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 |
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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 |
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To be able to carry out as a profesional a market research in cross-cultural environments | A16272 A16274 |
B5094 B5096 B5110 |
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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 |
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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 |
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 |
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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 |
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Complementary |
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Recommendations |