Educational guide
IDENTIFYING DATA							2017_18
Subject	CROSS-CULTURAL MARKET RESEARCH					Code	00511026
Study programme	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	ABRIL PEREZ, DAVID				E-mail	dabrp@unileon.es jcenm@unileon.es
Lecturers	ABRIL PEREZ, DAVID CENTENO MIELGO , JOSE MARIO
Web	http://
General description	The aim of this course is to provide the knowledge and skills needed to run a cross-cultural market research. In this course the different research techniques are applied in a cross-cultural context, highlighting the pecularities of such context . Moreover, the influence on culture in market research is explained.
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 LLAMAS ALONSO , MARíA ROSA 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
Cross-Cultural Research	Chapter 1: Introduction and Conceptual Framework Chapter 2: Cross-Cultural Research
Secondary Information Sources	Chapter 3: Secondary Information Sources
Quantitative Techniques in Cross-Cultural Market Research	Chapter 4: Surveys and Sampling in Cross-Cultural Market Research
Qualitative Techniques in Cross-Cultural Market Research	Chapter 5: Communication and Specificities in Qualitative Techniques in Cross-Cultural Market Research
On-line Techniques	Chapter 6: On-line Techniques
Ethic in Market Research	Chapter 7: Ethic in Market 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
Lecture

Personalized attention

Lecture

Description

Assessment

	Description	Qualification
		20% of the total mark
Practical tests		20% of the total mark
Objective multiple-choice tests		50% of the total mark
Other comments and second call

Sources of information

Access to Recommended Bibliography in the Catalog ULE

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

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