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CROSS CULTURAL COMMUNICATION


Course code

HUM 119
Course title Cross Cultural Communication
Type of course Elective
Year of study 1
st

Semester Spring
No. of credits according to LT credit system 4 credits: 48 class work hours, 112 individual work hours,
consultations 2 hours
ECTS 6
Coordinating lecturer Mariana Sueldo
Study form Full time
Course prerequisites English language
Language of instruction English


Annotation

Communication is centered on language, although it extends into non-verbal communication and other behavior that
gives messages about out expectations and beliefs. We think, interpret, speak, move, eat the way we have been taught,
seen or done it in our own cultural environment. When people from different nationalities or cultures come together in
teams, meetings, negotiations or as employees, they bring with them different expectations and beliefs, of how they
should work together. In other words, they contribute to the whole with their own cultural input, and as no culture is
right, or wrong, better or worse, we should learn to not merely accept but also appreciate the values and ways of
others. Thus course may serve the purpose of preparing 21
st
century decision makers for the challenges of a
multicultural environment.

Aim

The course is intended to provide core knowledge of cultural analysis and cross cultural business behavior to develop
the necessary skills for professional and successful communication in any given society, a local and/ or multinational
company with multicultural staff and clients. Also the course provides some negotiation theory and practice. After the
graduating from the course students are expected to have theoretical and practical knowledge of strategic organizational
communication, and cross cultural business communication, and intercultural negotiation. Several different teaching
approaches are utilized to provide students with multiple ways to learn the material. These are classroom lectures, case
discussions, analysis and evaluation of real world communication cases, analysis and research of real companies and
the impact of communication management on company performance and personal effectiveness as global
communicators.

Learning outcomes (CLO) Study methods Assessment methods
LO1. To name and apply major strategic
organizational communication and cross
cultural business communication concepts;
Lecture, self-study, case study, seminar
participation, project
presentation, exam
LO2. To be able to analyze and research
main issues of international organizational
communication
Lecture, problem solving, group
homework, seminar, self-study
case study, seminar
participation, project
presentation, exam
LO3. To be able to analyze international
communication management aspects in
organizations as an essential instrument of
successful company performance
Lecture, group homework,
seminar, self-study
case study, seminar
participation, project
presentation, exam
LO4. To be able analyze external and
internal communication processes and the
need for global communication competence
and management
Lecture, group homework,
seminar, self-study
case study, seminar
participation, project
presentation, exam
LO5. To name main concepts of intercultural
negotiations strategies and styles and
national profiles.
Lecture, problem solving, group
homework, seminar, self-study
case study, seminar
participation, project
presentation, exam
LO6. To be able to analyze needs an
aspects of a companys communication
Lecture, group homework,
seminar, self-study
case study, seminar
participation, project

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strategy, and provide recommendations for
professional communication management
presentation, exam
LO7. To be able to work in a team, to
present work results in written or oral form, to
be able to argument decisions
Group homework, seminar, self-
study
case study, seminar
participation, exam

Quality assurance

The quality of the course is assured by the variety of teaching and learning methods, interim knowledge assessment,
continuous discussions of individual and group work, other assignment results, as well as by supply of learning materials
to students.

Cheating prevention

Variety of assignments for individual and group work reduces chances for plagiarism; cheating possibilities are prevented
by having individual tasks/questions to inhibit any acts of dishonesty during exams.

Course outline

Week Topics Content in more details
Class
hours
1
Introduction
Cultural diversity at your doorstep
Brief presentation of the course: aims, topics,
assessment criteria
What is culture? Cultural Awareness (diagnostic
tests)
4
2
Stereotypes
Cultural conditioning, Cultural
universals
Set up PRESENTATION TASK
Cultural Iceberg models
Prejudices mind-sets
All the isms
4
3
Contrasting Cultural Values
World Value Survey

R. Inglehart
Value Orientation Method: Kluckholn and Strodtbeck
In-class survey
4
4
Cultural dimensions and categories
The use of time
E.T Hall: high and low context
R. Lewis

4
5
Dimensions
Cultural Assimilators

G. Hofstede
F. Trompenaars

4
6

PROGRESS CHECK 1-5
Mannerisms and Global Etiquette


Business and social customs
Gift-giving, corruption, bribing .
4
7

Ethical issues
Assessed presentations I
Nepotism, corruption and bribery
Moral and cultural relativism
Cases for discussion
4
8

Issues on Cross-cultural marketing
Set up PROJ ECT TASK
Assessed presentations II
Standardized, adapted or customized
advertisements?
Attitudes to advertising

4
9

Issues on Cross-cultural marketing II

Assessed presentations III
Comparative analysis of famous commercials of
multinational corporations
Colours, clothing, beauty.

4
10

Culture and Power
Leadership patterns across cultures
Concepts of status and leadership
Lewis and the language of management

4

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Week Topics Content in more details
Class
hours
11

Leadership patterns across cultures
II

Shared leadership and teams
Greenleaf, The Servant as Leader
Margaret J. Wheatley

12 Presentation of project work CCC adverts 4
Total 48 hours

Note: The instructor reserves the right to make certain changes in this syllabus if the need arises.

Course assignments and evaluation

Assignment Number of self-study hours Percentage of the total grade
1. Progress test (45 minutes) 22 15
2. Presentation of survey and cases (pair work) 30 20
3. Project: intercultural advertisement 20 25
4. Final Exam (1 hour 15 minutes) 40 40
Consultation 2
Total 114 100
Assessment
1. Progress test accounts for 15 % of the final grade. Students will take one test on the relevant material from the
two composite parts of the course: cultural insights and communication skills.
2. Presentation counts 20 % of the final grade. Students will carry out a survey on cultural values w of different
countries. They will have to present their results and an analysis of the data together with some cultural
assimilators of their own making. A more detailed description of this task will be available in the intranet
(See assignments).
3. Important: Students are expected to
a) hand the printed version of the presentation file to the lecturer
b) upload the digital version (pptx file) in the elearning@ism.lt system.
4. The contents of the presentations will be partly included in the final exam, therefore all the presentations
should be accessible to the other students attending the course. Students are held responsible for this.
5. Project: this assignment accounts for 25% of the final grade. Students work in groups, create two versions of a
commercial for any product customizing it to both Lithuanian and another culture. Then they provide an analysis
of the ad according to cultural standards for marketing used in the presented countries. A more detailed
description of this task will be available in the intranet (See assignments). A digital version of the whole
project must be submitted to the lecturer before or on the same presentation day, but not later.
6. Final exam accounts for 40 % of the final grade. It will consist of brief answers and multiple-choice questions
about all the topics covered during the course.
7. Re-take examination. If the final exam grade is lower than the minimum required, students have to re-sit the
exam and will be assessed on the contents of the whole course. The re-take examination accounts for 55 % of
the total grade. The marks obtained for the other assignments are added up to a final grade.

Note that:
The final grade is computed using accumulative formula. Negative grades are not included to the final grade. If the
final grade is negative, the student might be allowed to retake the exam during the exam retake session.

Course Literature
1. Asante, M et al. (2008) The Global Intercultural Communication Reader. Routledge.
2. Pinto, D. (2000) Intercultural Communication. Garant. Apeldoorn.

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3. Lewis, R. (2006). When cultures collide. Leading across cultures. Nicholas Brealey International. Boston,
MA 02116 USA.
4. Gibson. R. (2002). Intercultural business communication. Oxford University Press.
5. Chaney, L.H., Martin, J.S. (2003). Intercultural business communication. Pearson Education. Prentice Hall.
Upper Saddle River, NJ 07458.
6. Gesteland, R. (2004). Cross Cultural Business Behavior.. The Copenhagen Business School.
7. Jandt. F.E. (2003) Intercultural Communication. SAGE publications.



Role of the subject in reaching learning outcomes of International Business and Communication
programme

General learning outcomes

G1. To apply modern information technologies in the data gathering, analysis and communication;
LO1,2,3, 4,5,6
G2. To apply a systematic, critical and constructive thinking in problem identification and solving;
LO 7
G3. To be able to communicate well and express thoughts in writing and orally, both in English and native
language; to communicate with specialists and non-professional audiences;
LO 7
G4. To prepare research papers according to proper language, writing style and general bibliographic
citation requirements;

G5. To develop independent learning skills necessary to continue studies on a higher level;
LO1,2,3, 4,5,6,
7
G6. To communicate and to work effectively in an intercultural and interdisciplinary group or team.
LO1,2,3, 4,5,6,
7
G7. In addition to native language and English, to master the foundations of the third language, necessary
to maintain international cooperation relationships