Educational guide
IDENTIFYING DATA							2022_23
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	CENTENO MIELGO , JOSE MARIO				E-mail	jcenm@unileon.es ssang@unileon.es
Lecturers	CENTENO MIELGO , JOSE MARIO SANTOS GRANDA , SARA
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 PLACER GALAN , JOSE LUIS Secretario DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA 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
	Chapter 4: Secondary Information Sources
Part II	Chapter 5: Quantitative techniques in cross-cultural market research
	Chapter 6: Qualitative techniques in cross-cultural market research
	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 classes of the subject is structured in two weekly sessions of an hour and a half, of a theoretical-practical nature, distributed according to the corresponding schedule throughout the fifteen weeks of which the teaching period consists. In them the contents corresponding to the ten topics that make up the two thematic blocks will be exposed. In these sessions, teachers will present theoretical and practical concepts and their interrelation, with the support of multimedia resources and promoting the active participation of students.
	Teaching-learning activities with teacher's guidance: group work, exercises, cases and practical work, presentations and tutorials
	Activities in which the student organizes autonomously: individual and group work
Lecture

Personalized attention

Lecture

Description Tutorials are considered in the calendar. Some of those tutorial could be mandatory. The purpose of the tutorials is: to follow the students’ work, solve possible questions or help the students to prepare the evaluation tests. Individual tutorials will also be provided.

Assessment

	Description	Qualification
	The work will be done in groups according to the teachers' instructions. The group work will be presented in the specific sessions estalished for this purpose. The written report will be evaluated considering: the chosen subject, the application of the concepts taught in the course, the structure, clarity and correction in the writing and presentation, the use of references and other sources of information, the quality of the analysis, and the ability to obtain conclusions and practical applicability. The evaluation of the presentation (done by all the members of the group in a limited time) will take into account the ability to synthesize,the fluency and the expressions used as well as the quality of the presentation made.	20% of the final mark
Practical tests	The evaluation of the practical cases will be done based on reports delivered for the work done during the lectures	20% of the final mark
Objective multiple-choice tests	The final test of the subject will provide with an individual mark to be added to the other scores. The exam will include multiple choice questions, and it will take place on the date established for this purpose in the calendar	50% of the final mark
Others	Participation in class will be considered as part of the final mark	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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