Faculty of Business, Plymouth University

School of Tourism & Hospitality (Languages)

LCS100C
Culture & Society 1
Academic year 2014-15
Credit value: 20 credits
Duration: Semester 2
Prerequisites: None

Module Handbook
This module is core for Stage 1 students on International Tourism /
Hospitality Management and on the Minor pathways in French &
advanced Spanish. Each year on these pathways, you take one
language module, & one Culture & Society module. LCS200 & 300 will
focus on Francophone & Hispanic cultures; LCS100C gives a more
global perspective, focusing on issues of cross-cultural communication.
The module is also open to exchange students.
Make sure you are enrolled on this module if you are changing
elective, you need to submit elective change form, signed by LCS100C
module leader.

Teaching Staff
Dr Jacquie Hope
(module leader)

CKY 319

jacquie.hope@plymouth.ac.uk

Plus guest speakers, see p.3

Staff availability
There should usually be some time at end of lecture to talk to the module
leader about any individual queries. To contact her outside session time,
please email with your question or to request an appointment she will be
happy to discuss any queries or concerns.

Student Support Office

Faculty of Business: CKY level 3
fobckystusup@plymouth.ac.uk 01752 585650
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The Module and its Assessment

This module aims to give you a general introduction to understanding cultural
difference, and grasping how you may need to adapt your assumptions and
behaviour when working internationally or with people from different cultures.
This is a huge subject, and there are limits to what we can achieve within the
timescale of one module! We have chosen to give firstly an introduction to
major theoretical models & their practical application, & then to focus on
selected specific countries.

The module starts with a brief introduction to aspects of cultural

awareness, and then focuses on the level of cultural values and how
these affect behaviour / communication, particularly in a business /
professional context.

Within this level of values, various theorists have formulated theories of

how cultures differ we can use these as a short cut to understanding
cultural difference generally, and as a starting point when trying to
understand a specific culture. We include case studies of
misunderstandings in business practice which could be avoided by
better understanding of cultural difference.

My principal focus will be the work of Geert Hofstede, which is the most
widely accepted & frequently cited theory of cultural difference (though
of course it also has its limitations & its critics!). In fact, his international
stature is such that he is currently the most cited European social
scientist, in any field.
Hofstede identifies six dimensions of difference between national
cultures:

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1
2
3
4

Power distance
Individualism / Collectivism
Masculinity / Femininity
Uncertainty Avoidance
Long-Term Orientation (Pragmatism)
Indulgence / Restraint
We will cover the first four dimensions only; we will also look briefly at
the theories of Richard Lewis & Fons Trompenaars.

We then focus on a selection of specific countries / cultural areas.

These are chosen because they represent striking cultural contrasts,

because of their importance in relation to the UK and world economies,
and for their relevance to the languages offered at the university, which
you will have the opportunity to study during your degree programme.

These cultures also offer examples of cultural difference, and of various

types of intercultural strategies, giving you a starting point for learning
about other cultures with which you might work in the future.

The assignment, submitted at the end of module, gives you the opportunity
to relate the theory to your selection of the countries covered. You will be
applying Hofstedes theories to these countries, and integrating this with
further information about this country gained from the lectures and from your
own research. This will enable you to compare the challenges posed by a
work assignment in the various locations.

Lecturers / guest speakers :

Jacquie Hope MA (Oxon) DPhil
Alongside her research and teaching interests, Jacquie is experienced in
international business culture consultancy through her work as regional Operational
Manager within the Regional Language Network, advising exporting companies on
behalf of the Regional Development Agency. She lived in Germany for several years
as a teacher & researcher.
Hilary Frank MCIL (Japan)
Hilary is Managing Director of Living Transformations, which specialises in business
culture consultancy, translation & interpreting for UK companies working with Japan,
and vice versa. After studying Japanese at university, she worked in Japan for many
years as a linguist and cultural consultant. Her expertise became so highly valued
there that she was the first Westerner to be asked to act as interpreter for His
Imperial Highness the Emperor of Japan.
Smita Tripathi MA MPhil MBA (India)
Smita has many years of management and lecturing experience in both India
and the UK, giving her an in-depth practical insight into the cultural differences
affecting workplace and business practice. Before relocating to the UK, she
worked as a senior civil servant in India. Her research interests are in the area
of leadership, change management and organisational culture. She brings a
strong practitioner focus to her academic interests.
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Module Aims
This module provides an introduction to a variety of theoretical and practical
dimensions of cultural difference and intercultural communication, of
relevance to business and professional life, using examples from the social
and business culture of a range of significant countries / regions including
those related to students language studies.

Assessed Learning Outcomes

Demonstrate awareness of generic cross-cultural issues and skills.
Show an understanding of selected theoretical paradigms of cultural
difference, and an ability to apply these to practical situations.
Exemplify cultural difference as represented by specific countries / regions
including those related to students language studies
Communicate effectively in appropriate academic style
Reference sources used in an appropriate format

Assessment Schedule (100% coursework)

Component

Deadline

% of module grade

Assignment
(instructions attached)

5 May 2015 at 1200

submit to Cookworthy
Coursework Reception

100%

Timetable
See university timetable, in conjunction with schedule on pp.2-3 of this
handbook. All students to attend both 2-hour sessions each week. The
timetable describes these as lectures, but in fact the sessions integrate
lecture delivery with other media such as video & with interactive elements,
such as discussion of case studies.

Sources, Moodle site

See p.7 for list of recommended general sources. I will also discuss sources
during the lectures.
This module handbook will be posted on the Moodle site, as will any changes
to the current information which may be needed during the year.
In advance of my lectures, I will post on Moodle the slides I will be using, so
you can use them as a basis for note-taking. My slides are created as a
backdrop to the lecture, not as a source of information in themselves. In
order to benefit from and be successful in the module, you need to attend all
sessions & make notes of information / discussion not contained in the slides.

Problems / Concerns
If you have any concerns regarding this module, be sure to contact the
module leader, so help and advice can be offered without delay.
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Some recommended General Sources

Websites
www.geert-hofstede.com **
www.kwintessential.co.uk/culture-vulture.html (Country Profiles)
www.executiveplanet.com
www.cyborlink.com
DVD
BBC. Working with the French / Germans / Japanese / Spanish.
Books
Holden, N. (2002) Cross-cultural management: a knowledge management perspective.
Harlow: FT Prentice Hall.
Hofstede, G.H., Hofstede, G.J. & Minkov, M. (2010) Cultures and organisations: Software
of the mind. Intercultural cooperation and its importance for survival. New York: McGrawHill. (can be read in e-book format via University library website, including off-campus)
Lewis, R. D. (2006) When cultures collide: Leading across cultures. Boston, London:
Nicholas Brealey. (can be read in e-book format via University library website, including
off-campus)
Related website: www.crossculture.com
Marx, E. (2001) Breaking through culture shock. What you need to succeed in
international business. London: Nicholas Brealey.
Schneider S. S. and Jean-Louis Barsoux (2003) Managing across cultures. Harlow: FT
Prentice Hall.
Trompenaars, Fons & Charles Hampden-Turner, C. (2012) Riding the waves of culture.
Understanding diversity in global business. London: Nicholas Brealey.
Trompenaars, F. and Hampden-Turner, C. (2000) Building cross-cultural competence.
How to create wealth from conflicting values. Chichester etc: John Wiley & Sons.
All available in University library.
Some country-specific sources will also be recommended, but
researching additional sources yourselves is also an important part of
the assignment.
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Schedule of Lectures

Week

Date

Topic

27

Monday
26 Jan 2015

Introduction to the module;

Major theorists: Hofstede, Lewis & Trompenaars;
Basic concepts

Friday
30 Jan

Sources: descriptive & theoretical.

Richard Lewis Triangle model & practical application;

Monday
2 Feb

Geert Hofstede & his 1st dimension of Power Distance

Friday
6 Feb

Power Distance & application in business / professional practice

Monday
9 Feb

Hofstedes 2nd dimension of Individualism / Collectivism &

application in business / professional practice

Friday
13 Feb

Individualism / Collectivism in practice case studies

Monday
16 Feb

Hofstedes 3rd dimension of Masculinity / Femininity &

application in business / professional practice

Friday
20 Feb

Hofstedes 4th dimension of Uncertainty Avoidance & application

in business / professional practice

Monday
23 Feb

Combining Hofstedes dimensions: quadrant, case studies;

Brief look at theory of Fons Trompenaars

Friday
27 Feb

Global overviews & global cultural groupings;

Business & professional culture in Anglo countries

28

29

30

31

32

33

34

35

Monday
2 March

Business & professional culture in Germany

Friday
6 March

Business & professional culture in Germany; Understanding

cultures using both theoretical & descriptive information

Monday
9 March

Business & professional culture in France

Friday
13 March

Business & professional culture in Spain / Hispanic world

Monday
16 March

Guest speaker Smita Tripathi:

Business & professional culture in India

Friday
20 March

Guest speaker Hilary Frank:

Business & professional culture in Japan

Monday
23 March

Business & professional culture in China

Friday
27 March

Business & professional culture in China (contd);

Assignment Q&A
EASTER VACATION

39

40

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Monday
20 April
Friday
24 April
Monday
27 April
Friday
1 May

no session
Assignment surgery
no session
Assignment surgery
Assignment due Tuesday 5 May at 1200
(Cookworthy Student Support)

Assignment Instructions

Scenario
A UK-based company is opening five new offices overseas.
The company plans to send a British employee to manage the office in each
country, to lead a team of staff recruited locally.

Structure
Exact structure is specified on next page:
Introduction, five country sections, conclusion.
Style
Write in formal academic style. (Some practical intercultural business sources
use a more informal style it is important not to emulate this.)

Referencing
All quotations & ideas derived from sources must be referenced.
For referencing guidelines please see your programme handbook or the
University guidelines on intranet (Teaching & Learning / Learning
Development / Study Guides).
Please include a Source List at end listing all sources used.

Length
Total length 2,500 words, +/- 10%.
The five countries should be covered in approximately equal depth.
Please give word count at end. To ensure fairness, assignments below or
above the specified word length (+/- 10%) will be penalized
Presentation
If possible please use Arial font 12 point, 1.5 spaced, with page numbers.
Staple the pages together or use a thin plastic folder.
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Assignment Task
Choose five countries from those covered in lectures, i.e. Germany, France,
Spain, India, Japan, China. (We are using UK as our home culture.)
Invent a fictional company & decide what it is doing in the target countries.
You dont need to research this or make it appropriate for the countries its
just to enable you to personalise the assignment, so it feels more real).

Assignment Structure
Section 1 - Introduction
Briefly introduce your account by giving the name of your fictional company &
specifying what it is doing in the target countries.
Sections 2a-e Five country sections
Start each country section by listing Hofstedes scores on the first four
dimensions as given on the website www.geert-hofstede.com . Give the UK
score in brackets for comparison after each score - e.g. France: PDI 68 (UK
35), etc. You will find it useful to look at the comparative graphs, but it is not
necessary to reproduce these in your assignment.
Continue each country section by writing an account in academic style giving
recommendations how the outgoing UK employee might need to adapt his /
her behaviour and expectations to achieve optimum success. Use both the
comparative Hofstede scores and perspectives from the lectures and other
sources.
Remember that the outgoing employee has a range of activities, all of which
can be done more successfully through cultural adaptation: managing a local
team, and also dealing with local clients / potential clients / partners.
Section 3 - Conclusion
Very briefly conclude with a comparative assessment of the different cultural
challenges offered by the five postings. Suggest which of the postings might
in your opinion be expected to prove most challenging, and explain why.

Assessment Criteria
In order to pass the coursework, your work must fulfil the following criteria:

address the question;

structure your arguments in a logical manner;
show appropriate knowledge of the relevant countries;
demonstrate understanding of Geert Hofstedes intercultural theory,
and how to apply it to the challenges of working life;
make appropriate use of other relevant sources;
produce the assignment in word processed form;
include a source list, and reference any quotations.

Higher marks can be achieved by:

addressing the question with more depth and sophistication;

writing concisely, in lucid and correct English (The word length is
limiting! Concision will enable you to write a more useful account within
the space available!);
demonstrating a deeper understanding of the relevant countries;
making appropriate reference to other theorists covered during module;
make use of a wide range of relevant sources, appropriately referenced
within your work as well as in source list.

Plagiarism warning
The academic community treats academic cheating / plagiarism very
seriously. Please be sure that you are aware of the Universitys regulations.
If you want to reproduce an opinion / quotation from a printed source or the
Internet, make sure you have attributed it clearly. If you need advice, please
discuss with module leader. Further information is available on intranet /
programme handbook.

Coursework Return & Feedback

Marked work will be returned to Coursework Reception within 20 working
days of submission date (vacation time excluded) with individual feedback
sheets. Coursework Reception will email you when they are ready for
collection. If you are no longer in Plymouth when work is returned, you can
collect it on your return in the autumn.
All information is correct at time of printing;
should any changes be necessary, you would be notified via email & Moodle site.

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