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2010/1 Module Catalogue
Module Provider: English Short Name: CMCM053
Level: M Module Co-ordinator: OGIERMANN E Dr (English)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability

Semester 2

Assessment Pattern

Unit(s) of Assessment


Weighting Towards Module Mark ( %)



3000 word essay






Qualifying Condition(s) 


A weighted aggregate mark of 50% is required to pass the module.



The essay will be marked according the following criteria and weightings:  






Independence of thought:




Grasp of theoretical concepts, theories and framework




Analytical rigour and coherence of arguments:






(including referencing, use of secondary sources, bibliography):






Module Overview

This module will introduce the concepts of multiculturalism and multilingualism from an individual and societal perspective. We will discuss the manifold approaches to defining culture and examine in what ways and to what extent culture can affect human behaviour. We will explore the relationship between culture, language and identity and its relevance to intercultural communication. We will also look at different contexts of societal multiculturalism and multilingualism - from colonisation to immigration and globalisation.


The focus of the module will be on the role of language and culture in international business and their importance for global markets. We will look at cultural aspects of consumer behaviour, marketing and advertising, but also at culture-specific preferences in management, decision making and negotiating. Finally, we will consider the status of English as global language and the significance of language skills for people working in international companies and in multicultural teams.



Module Aims

To introduce the concepts of multiculturalism and multilingualism


To identify the relationship between culture, language and identity and their role in international business communication



To analyse cultural aspects of international business and marketing 



To examine the role of English as a global language and multilingualism in international companies



Learning Outcomes

Upon successful completion of the module, you will have:



A critical understanding of the key ideas of multiculturalism and multilingualism



A comprehensive understanding of the relationship between language, culture, identity and their impact on communication



A critical understanding of different manifestations of multiculturalism



The ability to identify cultural aspects of marketing and management



An understanding of cultural and linguistic aspects of international business



Module Content

Indicative Content:



Multiculturalism and multilingualism



Language, culture and identity



Colonisation, immigration and globalisation.



Cultural aspects of consumer behaviour, marketing and advertising



Cultural aspects in management, decision making and negotiating.



English as global language and multilingualism in international business



Methods of Teaching/Learning

Total student learning time 150 hours:


   22 hours lectures (2 hours per week. 1 hour lecture, 1 hour seminar)


   64 hours independent learning, 64 hours assignment work.  


The lectures are used to introduce and discuss the theories which inform an understanding of the topics


The seminars are used to apply models and theories to case studies based on specific contexts of interpersonal communication



Selected Texts/Journals




Arnold Costa, Janeen and Bamossy, Gary J. (eds). 1995. Marketing in a Multicultural World. Ethnicity, Nationalism, and Cultural Identity. Thousand Oaks : Sage.



Coupland, Nikolas and Jaworski, Adam (eds). 1997. Sociolinguistics. A Reader and Coursebook. Basingstoke : Macmillan Press ltd.



Crystal, David. 1997. English as a Global Language. Cambridge: Cambridge University Press.



Edwards, Viv. 2004. Multilingualism in the English-speaking World. Oxford : Blackwell Publishing.



Hagen, Stephen. 2005. Language and Culture in British Business. Communication, Needs and Strategies. London : CiLT.



Heller, Monica (ed.) 2007. Bilingualism: A Social Approach. Basingstoke : Palgrave Macmillan.



Holliday, Adrian, Hyde, Martin and Kullman, John. 2004. Intercultural Communication. An Advanced Resource Book. London : Routledge.



Jenkins, Jennifer. 2009. World Englishes. A Resource Book for Students. London : Routledge.


Kelly-Holmes, Helen. 2005. Advertising as Multilingual Communication. Basingstoke : Palgrave Macmillan.


Kivisto, Peter. 2002. Multilingualism in a Global Society. Oxford : Blackwell Publishing.


Kramsch, Claire. 1998. Language and Culture. Oxford: Oxford University Press.



Modood, Tariq. 2007. Multiculturalism. London : Polity.



Philipson, Robert. 1992. Linguistic Imperialism. Oxford: Oxford University Press.



Scollon, Ron and Wong Scollon, Suzanne. 2001. Intercultural Communication. A Discourse Approach. Oxford : Blackwell Publishing.



Spencer-Oatey, Helen. 2000. Culturally Speaking. Managing Rapport through Talk across Cultures. London : Continuum.



Thomas, David, C. 2008. Cross-cultural Management. Essential Concepts. Thousand Oaks : Sage.



Ting-Toomey, Stella and Chung, Leeva C. 2005. Understanding Intercultural Communication. Los Angeles : Roxbury Publishing Company.



Tomlinson, John. 1991. Cultural Imperialism: A Critical Introduction. Baltimore: John Hopkins University Press.



Watson, Conrad William. 2000. Multiculturalism. Buckingham: Open University Press.





International Journal on Multicultural Societies


Journal of Multilingual and Multicultural Development


Theory, Culture & Society



Last Updated
31 August 2010