CULTURAL INTELLIGENCE

Lecture 1
Culture Matters
Ngoc Nguyen | nguyennhungoc@vanlanguni.vn
Msc Marketing Management
Southampton University, UK
Chevening Scholar 2015/16
2021
 Let’s introduce ourselves

1. Introduce yourselves with 3 adjectives describing your personality.

2. Your favourite quote(s)/Life motto.

3. What you expect to learn from this module.

Ngoc Nguyen - 3 personality adjectives

Sociable

Organised

Strict
My favourite quotes
My multicultural working experiences

2017-2018
2010-2015 Australia 2019 2020
HCMC Mekong region: VN, Thailand, Da Nang USA
Cambodia, Myanmar

2015-2017 2018 2019

UK HCMC Korea
 2009: The Study of the United States Institute for Student Leaders,
My cultural sponsored by the U.S Department of State
2009: ASEANpreneurs Youth Leader Exchange 2009 (AYLE 2009)
exchange 2013: The 2013 ASEAN-India Students Exchange Program
2014: YSEALI 2014– Generation Ideas Into Action in Kuala Lumpur, Malaysia

experiences 2015: Chevening Scholarships, Sponsored by the UK government

2019: K-Startup Grand Challenge, South Korea

2013
2009 India 2015-2016

US - SUSI 09 - Asia&India UK - Chevening 15/16 2019

2009 2014
Malay - YSEALI Korea
Indonesia - KSGC
- AYLE 09
2019
Danang
- Seadev
 Module Agenda (22/02-26/03/2021)
Cultural Intelligence
1. Culture Matters
2. Developing Cultural Intelligence (CQ)

3. Identity—Individualist versus Collectivist

4. Authority—Low versus High Power Distance

5. Risk—Low versus High Uncertainty Avoidance
6. Achievement—Cooperative versus Competitive
7. Time - Punctuality versus Relationships
8. Communication—Direct versus Indirect
 Module Agenda (con.)
Cultural Intelligence
9. Lifestyle—Being versus Doing
10. Rules—Particularist versus Universalist
11. Expressiveness—Neutral versus Affective

12. Social Norms—Tight versus Loose

13. Roots of Cultural Differences
Confucian Asian Cultures
South Asian Cultures
14.
Sub-Saharan African Cultures
Arab Cultures
15. Cultural Intelligence for Life
Main Textbook

David Livermore, 2013, Customs of the

World: Using Cultural Intelligence to
Adapt, Wherever You Are,
THE GREAT COURSES.
 Learning outcomes (CELOs - Course Expected Learning Outcomes)

Having completed the module, you will be able to:

Knowledge
– CELO1: Remember basic knowledge about Cultural issues.
– CELO2: Understand how Culture influences to individual thoughts and
behaviors.

Skills:
– CELO3: Apply Cultural Intelligence in handling practical problems.
– CELO4: Analyse the global cultural issues.

Attitudes and Ethical Behaviors:

– CELO5: Respect the cultural differences.
 Assessment
ASSESSMENT TOOL
CELOs
(Course Expected Learning Group
Individual Final Report
Outcomes) Assignment
Quiz (20%) (50%)
(30%)

- At least 40 Multiple Choice Questions,

CELO 1 X
individual attempt.

CELO 2 X - Discussion report/ Essay (500 words)

CELO 3 X - Group case study presentation.

CELO 4 X - Discussion report/ Essay (500 words)

CELO 5 X - Group case study presentation.

 Class rules
− Attend all the sessions. If the absent rate is over 20%, be banned
from taking the first exam.
− Form study groups (6-10 students/group) with 1 group leader.
− Inform others of your absence.
− Prepare the lesson before class: do homework, read textbook as
planned.
 Class etiquette – Everything is in ENGLISH
− Be punctual or should come to class 15’ in advance to review the
lesson with friends.
− Be aware of your cell phone.
− Speak out as much as possible, answer all instructor’s questions.
− Be an active learners: make friends, create networks, ask questions
in class, be involved in discussion.
TEAMWORK EXERCISE 1: WHAT IS CULTURE?
WHAT IS CULTURE?
TEAMWORK EXERCISE 2:
YOUR FAVOURITE CULTURE?
1.WHAT IS CULTURE?

- The organized set of beliefs, values, customs, and behaviors

that separate one group from another. In other words,
culture is simply the way we’ve been socialized to think
and behave in the world.
1.WHAT IS CULTURE?

- The culture that most strongly shapes our thinking and

behavior is our national culture.
- National culture is just one type of culture. There are many
other examples, including ethnic, professional, organizational,
generational, religious and ideological, political, and even
regional cultures across the country.
- In order for something to be a culture, it has to be more than
just a group of people; there has to be some set of organizing
values and assumptions that thread members of a culture
together.
2. WHAT DIFFERENCE DOES CULTURE MAKE?
CANDIDATE 1
CANDIDATE 1

CANDIDATE 2
2. WHAT DIFFERENCE DOES CULTURE MAKE?

Examples:

o In Sweden: the dominant culture places a high value

on ensuring that people have a full, well-rounded lives.
You work so that you can have a life outside of work.
o Japan or South Korea: the dominant working culture
places a much higher value on how hard and long you
work than it does on protecting a quality of life.
2. WHAT DIFFERENCE DOES CULTURE MAKE?
CANDIDATE 1
CANDIDATE 1

CANDIDATE 2
2. WHAT DIFFERENCE DOES CULTURE MAKE?
- Excellent opportunities, when handled well, diverse perspectives create better
solutions.

Ex: The Economist Intelligence Unit recently surveyed: 90 percent of the CEOs
surveyed said that the cross-cultural abilities of their employees would make or
break whether they were successful at expanding internationally.
2. WHAT DIFFERENCE DOES CULTURE MAKE?
- There are few things that we think or do that aren’t in some way impacted by
culture, including the foods we like, the way we relate to our partner, kids,
neighbors, how we respond in the midst of excitement and tragedy, and the ways
we motivate people.

- Ex: Pandamic COVID19

TEAMWORK EXERCISE 3
3. CULTURE VERSUS PERSONALITY
3. CULTURE VERSUS PERSONALITY
3.CULTURE VERSUS PERSONALITY

- One of the metaphors most commonly used to understand the influence of

culture is an iceberg because when we experience a different culture, there’s
very little that’s immediately visible. We typically only get to see the glimpse of
the tip of the iceberg, but the most significant aspects of a culture lie beneath
the water. In this metaphor, the tip of the iceberg represents shared humanity
while the next layer represents culture. The bottom of the iceberg represents
individual personality.

- Throughout this course, we will look at several broad generalizations that tend
to be true for most people coming from a particular culture, but we have to be
careful not to stereotype someone just because they come from a certain
culture.
Q&A
REVIEW: WHAT IS CULTURE?
 HOMEWORK

OPTION 1:
Do your own research and draw an iceberg to show the difference between
culture and personality. Apply a specific country to make an example.

OPTION 2:
Do your own research and draw the culture wheel and culture iceberg.
Apply a specific country to make an example.

Post to elearning platform or Email to nguyennhungoc@vanlanguni.vn

before the lecture 2 (by 24/02/2021)
 CULTURAL INTELLIGENCE

THANK YOU
Ngoc Nguyen | nguyennhungoc@vanlanguni.vn
Msc Marketing Management
Southampton University, UK
Chevening Scholar 2015/16
2021