SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN225821
Module Leader Dane Lukic
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

-360 The module will explore the following areas: b7 Culture as identity and communication; b7 Principles of soft power and cultural diplomacy; b7 Factors in cultural projection and perception; b7 The relevance of cultural and intercultural awareness; b7 The cultural environment of global business; b7 Overcoming phobias, barriers, and culture.


The intended learning outcomes are to assist students to develop knowledge and understanding which will enable them to apply theory to practice. On completion of the module students should be able to demonstrate an in-depth understanding of the main concepts central to the module with the ability and confidence to relate them to appropriate situations in diverse and multi-cultural settings, recommending strategies and predicting and assessing outcomes. Topics covered include: Culture as identity and communication in an increasingly globalised and globalising world. Learning and applying principles of soft power and cultural diplomacy to raise national profile, trade power and international influence. Verbal and non-verbal factors in cultural projection and perception. The relevance of cultural and intercultural awareness to negotiation and conflict resolution across a range of activities and disciplines. The cultural environment of global business, encoding and decoding messages in multicultural negotiations and work teams. Overcoming phobias, barriers, and culture shock to enrich dialogue and achieve mutual respect and benefits.

Learning Outcomes

On successfull completion of the module the students should be able to:-1. Demonstrate a critical awareness and understanding of cross cultural communications and related constructs and theories. (CW02)2. Critically appraise appropriate perspectives and mechanisms in evaluating misunderstanding, tension, or conflict arising from misperception or misrepresentation by the contending parties or the cultures they represent. (CW01, CW02)3. Creatively employ problem-solving skills to address complex cross-cultural situations which require resolution. (CW01, CW02)

Teaching / Learning Strategy

The teaching and learning strategy includes the use of a variety of techniques including guided independent study, lectures, and seminars conducted by academic staff to develop efficient and effective understanding of cross-cultural communications. The module delivery will in parts be facilitated by senior practitioners from the field of International Diplomacy to establish practical understanding of academic topics/issues as the aim is to bridge the gap between theory and practice. Lectures provide the theoretical aspect of this module, while seminars, case studies, simulation exercises and tutorials are in place to support individual learning. There will also be extensive use of case studies to give students the opportunity of learning from real-time examples. Some of these case studies will be required to resolve in groups to focus on joint/group understanding. The use of cases set in different contexts intends to promote 'situated learning' and to view problems from the perspective of those who are confronted with strategic challenges, choices, and decisions frequently. This is reflected in the assessment strategy for this module. Initially students have to participate in a cross-cultural conflict situation and role play taking on different cultural perspectives and communicate with each other in online or face-to-face. The report is in parts reflecting on the simulation and presents students with an opportunity to articulate a communications road map for the simulation underpinned by their theoretical and conceptual understanding of cross-cultural communications.

Indicative Reading

Due to its integrative nature, there is no core text for this module. Background reading (Indicative) Anholt, S (2010) Places: Identity, Image and Reputation. London, UK: Palgrave Macmillan Anholt, S (2006) Competitive Identity. London, UK: Palgrave Macmillan Anholt, S (2003 ) Brand New Justice Oxford, UK: Elsevier Ayad, N (2010) Diplomacy and Foreign Policy: The Impact of Social Media . London, UK: The Diplomatic Academy of London Dinnie, K (2008) Nation Branding, Concepts, Issues, Practice. Oxford, UK: Oxford University Press [OUP] Govers, R and Go F (2009) Place Branding London, UK: Palgrave Macmillan Govers R (2018) Imaginative Communities. Antwerp, Belgium: Reputo Press Gudykunst, W. B. Editor (2003) Cross-Cultural and Intercultural Communication . Thousand Oaks, CA: Sage Publishing Hall, E. T. (1997) Beyond Culture . New York, US: Anchor Books Hodge, S. (2000) Global Smarts: The Art of Communicating and Deal Making Anywhere in the World , London, UK: John Wiley Hurn, B. and Tomalin, B. (2013) Cross-Cultural Communication: Theory and Practice London, UK: Palgrave Macmillan Lewis, R. D. (2018) When Cultures Collide: Managing Successfully across Cultures - Fourth Edition , London, UK: Nicholas Brealey Lurie, J. (2018) Perception and Deception: A Mind-Opening Journey Across Cultures. Second Edition, Leawood, KS, US: Nipporica Associates Nye, J.S. (2004) Soft Power . New York, US: Public Affairs Nye, J. S. (2011) The Future of Power , New York, US: Public Affairs Olins, W. (2003) On Brand , London, UK: Thames and Hudson Journals and Online Anagondahalli, D. & Lin Zhu (2016) Culture's role in public diplomacy: predicting and preventing crises, The Journal of International Communication, 22:1, pp 64-81 Anholt, S (2018) The Good Country Index [Accessed 24/12/18] Available from <> Emirates247 (2018) Abdullah bin Zayed inaugurates Sheikh Zayed Gallery at British Museum [Accessed 20/09/2018] Available from <> Garrie, A. (2019) Xi Jinping, Recep Tayyip Erdof0an and Imran Khan Should Hold a Summit of Cultural Exchange in Xinjiang [Accessed 24/12/18] Available from <> Liu Hui and Russell, H. A. (2018) China's soft power and its Lunar New Year's Culture [Accessed 20/09/2018] Available from: <> Pogosyan, M. (2019) Leading Organizations Across Cultures: The role of intercultural competence in international business . [Accessed 24/12/18] Available from <> The Interpreter (2018). Diplomacy in the post-broadcasting era [Accessed 20/09/2018] Available from: <> Velk, T. and Jade Xiao. The complex language of East-West diplomacy [Accessed 20/09/2018] Available from: <>

Transferrable Skills

-360b7 Communication and presentation skills b7 Problem solving b7 Critical thinking and evaluation b7 Information retrieval Data analysis b7 Data interpretation b7 Teamwork b7 Peer learning b7 Interpersonal skills b7 Negotiation b7 Written and oral communication skills b7 Independent learning and self-management b7 Ethical conduct b7 Time management b7 Reflective learning

Module Structure

Activity Total Hours
Lectures (FT) 32.00
Assessment (FT) 40.00
Seminars (FT) 4.00
Tutorials (FT) 2.00
Independent Learning (FT) 72.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 40.00 45% Simulation - Online or face-to-face role play simulation in a cross-cultural conflict situation.
Course Work 02 n/a 60.00 45% Report - Critical appraisal of dynamics, theories and concepts in cross-cultural communications drawing on CW01 Simulation.