Translation & Intercultural Communication MSc/PgDip/PgCert
Marketing and Media Across Cultures MODLANG5005
- Academic Session: 2026-27
- School: School of Modern Languages and Cultures
- Credits: 20
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 1
- Available to Visiting Students: No
- Collaborative Online International Learning: No
- Curriculum For Life: No
Short Description
This course explores the ways in which media and marketing are affected by interlingual and intercultural mediation when adapted for new audiences. Drawing from translation studies, media studies, advertising and intercultural communication, the course explores intercultural issues in fields such as software (e.g. video games and apps), news and advertising. Students will examine case studies from around the world and create practical solutions to problems under discussion (such as cultural adaptation, changes in audiences, linguistic choices, media affordances, etc.), developing their own interests through class discussion and in assessments.
Timetable
10 x 2 hour seminars as scheduled in MyCampus
Excluded Courses
None
Co-requisites
None
Assessment
The standard assessments for this course are:
■ Response to set reading (1000 words) - 20%
■ Essay (4000 words) - 80% OR Critical Project (4000 words) - 80%
If required, for instance where a disability prevents a student from undertaking a specific method of assessment, the following alternatives are available:
■ There is no alternative to the assessments but extensions to the deadlines can be offered as reasonable adjustment (students should follow the usual process for extensions).
Further reasonable adjustments may be provided where necessary. Students are encouraged to consult with the course convenor. 
Course Aims
The course aims to:
■ provide students with a strong awareness of the global issues involved in media and marketing and their intercultural adaptation
■ examine a range of different case studies across a variety of media
■ consider the implications of globalisation upon interlingual mediation strategies
■ explore and illustrate the use of reference and support materials in academic writing as part of a considered argument
Intended Learning Outcomes of Course
By the end of this course students will be able to:
■ critically analyse case studies using relevant theories
■ creatively solve problems of interlingual communication in relation to media and marketing
■ evaluate interlingual and cross-cultural strategies for the media and marketing
■ develop a sustained written argument using appropriate resources in relation to intercultural media and marketing