Cross-cultural Marketing and Selling


Content, progress and pedagogy of the module

Today, in an increasingly interdependent world where barriers to trade and international exchange is constantly diminishing, an increasing number of both large and small organizations are engaged in marketing and sales activities that crosses national border.

This module will provide the student with theoretical and practical insights into major issues of cross-cultural marketing and selling. Insights gained in this module will help the student understand key cross-cultural challenges and identify possible ways of dealing with such challenges in the context of marketing and selling.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • central theoretical approaches to understanding culture and the cross-cultural challenges associated with marketing and selling across borders.
  • the role of culture in developing international marketing and sales strategy.
  • steps in international marketing strategy planning and implementation.


The objective is that the student after the module possesses the necessary skills in:

  • defining and explaining the concept of culture.
  • identifying and reflecting upon cultural differences and adapt marketing and sales practices accordingly.
  • selecting and applying appropriate concepts and theories for solving theoretical and practical problems related to cross-cultural marketing and selling.


The objective is that the student after the module possesses the necessary competences in:

  • applying relevant knowledge and abilities within cross-cultural marketing to design international marketing strategies, including making decisions about how much, if at all, to adapt the marketing strategy to local conditions.
  • applying relevant theories and methodological approaches to plan and complete cross-cultural analyses of specified international markets.

Type of instruction

The module topics will be deliverd online.



Name of examCross-cultural Marketing and Selling
Type of exam
Written exam
Individual examination.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleTværkulturelt markedsføring og salgsarbejde
Module codeKAMAR20207
Module typeCourse
Duration1 semester
Language of instructionEnglish
Responsible for the module


Education ownerMaster of Science (MSc) in Economics and Business Administration
Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities