MARKETING

Sensitivity: Internal

Marketing Across

Cultures 6MK509

Module Assessment Brief Barbara Tomasella

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Sensitivity: Internal

Marketing Across Cultures 6MK509

Contents Module Leader ........................................................................................................................................ 3

Key dates and details .............................................................................................................................. 3

Description of the assessment ................................................................................................................ 3

Description of the assessments .............................................................................................................. 4

Assessment Content CW1 ....................................................................................................................... 5

Assessment Content CW2 ....................................................................................................................... 5

Assessment Rubric CW1 ......................................................................................................................... 8

Assessment Rubric CW2 ......................................................................................................................... 9

Anonymous Marking ............................................................................................................................. 10

Assessment Regulations ....................................................................................................................... 10

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Sensitivity: Internal

Module Leader Barbara Tomasella

[email protected]

Key dates and details Assessment Type: Individual

Poster/Report

Assessment weighting: 30%/70%

Word count/Length Max 1500 words poster / 2000 words +/- 10% (Report)

Learning Outcomes: 1, 2, 3

Submission Method: Turnitin

Submission Date: 12:00 Noon UK time, 28/11/2022 (Poster) and 12:00 Noon

UK time, 16/01/2023 (Report)

Provisional Feedback Release Date: 12:00 Noon UK time, 16/12/2022 (Poster) and 12:00 Noon

UK time, 06/02/2023 (Report)

Description of the assessment

Formative assessment

The interactive style of workshops will provide opportunities for formative and peer assessment.

Students’ ideas for coursework can be discussed with the tutor via Microsoft Teams and email.

Summative assessment

Assignment 1 CW1: 30% weighting

An individual poster where you profile an international country (with special attention to its culture),

which is suggested for the internationalisation process of an organisation of your choice (you do not

need to analyse the company in the first instance); you will be utilising theories and models

encountered in the module, to particularly highlight the impact that culture can have on international

marketing in such international country.

Assignment 2 CW2: 70% weighting

An individual report that builds on the findings of the poster, which makes recommendations to the

organisation of your choice (which should be presented in CW2), regarding the market entry

strategy and international marketing mix for the selected company when entering the

internationalisation country previously analysed in CW1.

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Sensitivity: Internal

Description of the assessments

Formative assessment

The interactive style of workshops will provide opportunities for formative and peer assessment.

Students’ ideas for coursework can be discussed with the tutor via Microsoft Teams and email.

Summative assessment

CW1 is an individual poster (with overall 1500 words (+/- 10%)) where you profile an international

country (with special attention to its culture), which is suggested for the internationalisation process

of an organisation of your choice (you do not need to analyse the company in the first instance); you

will be utilising theories and models encountered in the module, to particularly highlight the impact

that culture can have on international marketing in such international country.

Learning Outcome 1 (achieved via the satisfactory completion of CW1) states “critically discuss the

differing approaches that can be used to carry out a cross-cultural analysis, and using a chosen cross-

cultural approach, develop an understanding of the social and cultural differences between two very

culturally-different countries of your choice”

CW2 is an individual 2000 word (+/- 10%) critical, structured business report. Your report will focus on

the key issues contained within the module, and be based on an organisation either of your choice or

provided by the module leader, and will specifically relate to Learning Outcomes 2 and 3. The individual report that builds on the findings of the poster reflecting on how cultural difference influence the

standardisation vs adaptation process, which makes recommendations to the organisation of your

choice (which should be presented in CW2), regarding the market entry strategy and international

marketing mix for the selected company when entering the internationalisation country previously

analysed in CW1.

Learning Outcomes 2 and 3 (achieved via the satisfactory completion of CW2) state:

• (Learning Outcome 2) “Critically examine how the social and cultural factors of a selected foreign country could influence consumer behaviour towards a particular product or service, and evaluate the strategic implications this may have on the marketing mix.”

• (Learning Outcome 3) “Critically evaluate the various international market entry strategy options available to the company seeking international expansion to a culturally-different destination, and make justified recommendations for the market entry strategy that the company should adopt.”

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Assessment Content CW1 It is suggested that the following structure is used for the poster:

• An introductory explanation regarding the purpose and value of conducting an in- depth analysis of the internationalisation country and a justification of why you have

chosen a certain destination country (10%) Deliver an explanation (and therefore deliver a clear understanding) of the the role, objective, value and relevance to any organisation of conducting an opportunity analysis and in depth analysis of the foreign culture and foreign business environment. Word count: 2/300 words

• An in-depth description of the business environment of the chosen internationalisation country (30%) In this section you need to carry out a PESTLE analysis of the country, followed by an in-depth description of the culture of such country, with the Tepestra and Sarathy (2006) model. Word count: 500/600 words

• Use (at least) two methods of cross-cultural analysis to highlight the cultural differences between the two countries that you are using (home country and internationalisation country) (40%) You should give a brief overview of the two chosen methods, you should briefly outline the reasons for using these CCA methods (particularly in light of the type of company and HQ/internationalisation countries); you should then conduct the in- depth analysis into the specific cultural differences of the two countries chosen (home country and internationalisation country). Word count: 700/800 words.

• Quality and references (20%) Here you will be judged for the structure of the work, the presentation of ideas clearly evidencing an appreciation of cultural theories; furthermore the work uses appropriate Harvard style citing and referencing techniques and protocols.

REGARDING YOUR CASE STUDY CHOICE: You need to choose a home country and internationalisation country which makes sense with the internationalisation process of the case study of the company of your choice. In doing so note the following limitation: The two international markets you choose must be culturally very different – pairings such as UK/US, UK/Australia, UK/Ireland, Germany/Austria, Malaysia/Singapore – are NOT acceptable!!

Assessment Content CW2

As this may be the first time your company will be targeting and entering a culturally very different country, your (second) report must include the following:

• 1. Introduction to the chosen organisation: introduce the project objectives (using the brief

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Sensitivity: Internal

above), the organisation and its product or service, the home and host countries/cultures. Further details:

This is where you introduce the business and its overall aim to internationalise or globalise, a description of where they have internationalised so far, and an overall brief on the company, using typical tools such as a SWOT analysis in order to describe why the internationalisation is pursued.

1 Social and Cultural Factors and the Marketing Mix (30%): examine and explain how the social and cultural factors of your target internationalisation country could influence consumer behaviour towards your product or service. This is followed by an overall evaluation of the strategic implications this may have on the internationalisation process, in relation to the opportunities of standardising or adapting the international marketing of the organisation. Note: It is imperative that you also consider the elements raised in the CW1.

Further details: Based on the point raised in CW1, analyse the international consumer behaviour that you expect in

the foreign country of choice. The relevance (or not) of Maslow, linked with the buying process and

distribution channels, is also important. The principles of standardisation v adaptation require

consideration here also.

It is important to clearly define the direct benefits of standardisation for firms, such as economies of

scale and efficiencies from the learning curve effect, but also to consider the indirect benefits that

come from consumer perceptions of the consistency of company image of the firm and the effect of

this on the perceived brand value.

Highlight here the obvious barriers to a full standardisation, to include market led factors raised in

CW1, such as the legal and cultural differences between countries (typical example: In Saudi Arabia,

for example, all advertising is subject to censorship, and regulations prohibit a long list of subject

matter)

Also highlight specific company factors, such as the integration (or independence) of the strategies

pursued by individual SBUs and competitor led factors, for example, where a firm is weak in different

markets and has to follow different market leaders; consideration of competitors is important here!

2 Market Entry Strategies (25%): conduct an evaluation of the various international market entry strategy options available to the company, and present a justified recommendation to the company for the market entry strategy that the company should adopt.

Marking Scheme: A brief assessment of the different types of market entry strategies is needed with an explanation of which (and why) each is appropriate at a particular stage. As a firm reaches globalisation it will require a combination of entry strategies in order to respond to the market, company and environmental factors. Some understanding is needed of the firm’s required level of involvement in each market as this will be linked to the level of control the firm might wish to exert over its activities and the level of risk the organisation is prepared to take. Where it has high levels of investment it must ensure that it is able to maximise its impact and not be reliant on third parties. High levels of involvement have implications in terms of a variety of associated risks.

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An explanation of the criteria for choosing a market entry strategy must be the starting point and this will inevitably focus on the need for different levels of market involvement, investment and control over marketing operations in the target market needed to deliver the firm’s objectives. It is worth considering in detail the benefits of certain strategies, such as strategic alliances and joint ventures which are attempts to achieve a balance between control and exposure in challenging market situations where neither partner has all the necessary capability. Again, if the “re-entry” approach is taken, previous market entry strategies should be discussed, with analysis of the failings/limitations that ensued.

3) An international marketing mix for the new country (25%), including considerations regarding product/branding strategy, communication strategy; the candidate could also discuss pricing and distribution strategy. This is the section where you present in details the new international marketing mix. The choice here should be based on the findings of section 1, starting the discussion from the potential strategic implications identified in section 1. The strategies proposed should be chosen in relation to the choices emerged from Section 1 related to the debate standardisation versus adaptation; usually there is some degree of adaptation which are due to the socio-cultural differences highlighted in Section 1. The other factor to consider is the MES in section 2, level of control for example where there is more control from the HQ (i.e. direct export), means a marketing strategy that mirrors the strategy of HQ, on the other extent where there is less control (for ex. in a strategic alliance), more changes are expected in choices of pricing strategy and choices of distribution. Further Notes:

A) Please discuss your product/service, market and organisation selection with your tutor, as you are required to stay away from products or services that are already well-established in your chosen target country, e.g. Coke to Canada! because making an inappropriate selection/pairing may ultimately affect your grade! Alternatively your choice of destination market may be selected on the basis that international market entry has previously been affected but with little or no success.

B) The two international markets you choose must be culturally very different – pairings such as UK/US, UK/Australia, UK/Ireland, Germany/Austria, Malaysia/Singapore – are NOT acceptable!

C) This assessment CW2 specifically relates to Learning Outcomes 2 and 3, where Learning Outcomes 2 and 3 are: “on successful completion of the module, students will be able to:

• (Learning Outcome 2) Critically examine how the social and cultural factors of a selected foreign country could influence consumer behaviour towards a particular product or service, and evaluate the strategic implications this may have on the marketing mix.

• (Learning Outcome 3) Critically evaluate the various international market entry strategy options available to the company seeking international expansion to a culturally- different destination, and make justified recommendations for the market entry strategy that the company should adopt.”

D) Further marks are given for:

• Quality and sufficiency of referencing also carries 10% of the available marks

• Finally Presentation quality of your report also carries 10% of the available marks

Sensitivity: Internal

Assessment Rubric CW1 90-100% 80-89% 70-79% 60-69% 50-59% 40-49% 35-39% 5-34% 0-4%

Demonstrated

understanding of

the role and value

of an international

marketing analysis

(10%)

Outstanding; an

exceptional

standard. Trivial

or very minor

errors

Outstanding; an

excellent

standard. Trivial

or very minor

errors

Outstanding; an

extremely good

standard. Trivial

or very minor

errors

Very good

standard.

Minor

errors only

A good standard.

Some evidence of

misunderstandings

A sound standard.

Some significant

misunderstandings and

errors but satisfactory

overall

Marginally

unsatisfactory.

Not well researched.

Ideas unclear and

incoherent. Some

significant

misunderstandings and

errors. Marginal fail.

Well below the pass

standard.

Poorly researched. Ideas

confused and incoherent.

Serious misunderstandings

and errors. A clear fail.

Nothing or hardly

anything of

merit. NS

notation applies

if no work

submitted

Provide a PESTLE

analysis of the

chosen

internationalisation

country, with

particular depth

given to its culture

(30%)

Outstanding; an

exceptional

standard. Trivial

or very minor

errors

Outstanding; an

excellent

standard. Trivial

or very minor

errors

Outstanding; an

extremely good

standard. Trivial

or very minor

errors

Very good

standard.

Minor

errors only

A good standard.

Some evidence of

misunderstandings

A sound standard.

Some significant

misunderstandings and

errors but satisfactory

overall

Marginally

unsatisfactory.

Not well researched.

Ideas unclear and

incoherent. Some

significant

misunderstandings and

errors. Marginal fail.

Well below the pass

standard.

Poorly researched. Ideas

confused and incoherent.

Serious misunderstandings

and errors. A clear fail.

Nothing or hardly

anything of

merit. NS

notation applies

if no work

submitted

Critical application

of cross-cultural

theories for

comparing two

chosen countries.

(40%)

Outstanding; an

exceptional

standard. Trivial

or very minor

errors

Outstanding; an

excellent

standard. Trivial

or very minor

errors

Outstanding; an

extremely good

standard. Trivial

or very minor

errors

Very good

standard.

Minor

errors only

A good standard.

Some evidence of

misunderstandings

A sound standard.

Some significant

misunderstandings and

errors but satisfactory

overall

Marginally

unsatisfactory. Not well

researched. Ideas

unclear and incoherent.

Some significant

misunderstandings and

errors. Marginal fail.

Well below the pass

standard.

Poorly researched. Ideas

confused and incoherent.

Serious misunderstandings

and errors. A clear fail.

Nothing or hardly

anything of

merit. NS

notation applies

if no work

submitted

References

(10%)

Outstanding; an

exceptional

standard. Trivial

or very minor

errors

Outstanding; an

excellent

standard. Trivial

or very minor

errors

Outstanding; an

extremely good

standard. Trivial

or very minor

errors

Very good

standard.

Minor

errors only

A good standard.

Some evidence of

misunderstandings

A sound standard. Some

significant

misunderstandings and

errors but satisfactory

overall

Marginally

unsatisfactory. Not well

researched. Ideas

unclear and incoherent.

Some significant

misunderstandings and

errors. Marginal fail.

Well below the pass

standard.

Poorly researched. Ideas

confused and incoherent.

Serious misunderstandings

and errors. A clear fail.

Nothing or hardly

anything of

merit. NS

notation applies

if no work

submitted

Poster quality

(10%)

Outstanding; an

exceptional

standard. Trivial

or very minor

errors

Outstanding; an

excellent

standard. Trivial

or very minor

errors

Outstanding; an

extremely good

standard. Trivial

or very minor

errors

Very good

standard.

Minor

errors only

A good standard.

Some evidence of

misunderstandings

A sound standard.

Some significant

misunderstandings and

errors but satisfactory

overall

Marginally

unsatisfactory.

Not well researched.

Ideas unclear and

incoherent.

Well below the pass

standard.

Poorly researched. Ideas

confused and incoherent.

Serious misunderstandings

and errors. A clear fail.

Nothing or hardly

anything of

merit. NS

notation applies

if no work

submitted

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Sensitivity: Internal

Assessment Rubric CW2 MaC CW2 90-100% 80-89% 70-79% 60-69% 50-59% 40-49% 35-39% 5-34% 0-4%

Introduction: to the project (objectives), the organisation and its product or service , some notes on the home and host country brief introduction. (15%)

Exception al standard. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. Clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

International Customer Behaviour: Drawing from CW1, outline how the socio-cultural differences between home-host countries influence the international consumer behaviour and provide an initial assessment of standardisation vs adaptation balance (25%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. A clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

Market Entry Strategies: an evaluation of the various international market entry strategy options available to the company, and a justified recommendation to the company for the market entry strategy that the company should adopt (20%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. A clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

International Marketing Mix for the New country: including considerations regarding product/branding strategy, communication strategy; pricing and distribution strategy if applicable (20%)

Exception al standard almost at profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Trivial or very minor errors

Very good standard. Minor errors only

A good standard. Some evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent. Some significant misunderstandings and errors. Marginal fail.

Well below the pass standard. Poorly researched. Ideas confused and incoherent. Serious misunderstandings and errors. A clear fail.

Nothing or hardly anything of merit. NS notation applies if no work submitted

References and Presentation quality (20%)

Exception al standard, profession al level. No errors

Outstanding standard. Trivial errors only

Extremely good standard. Very minor errors

Very good standard. Minor errors only

A good standard. Evidence of misunderstan dings

A sound standard. Some significant misunderstandings and errors but satisfactory overall

Marginally unsatisfactory. Not well researched. Ideas unclear and incoherent.

Well below the pass standard. Poorly researched. Ideas confused and incoherent.

Nothing or hardly anything of merit.

Sensitivity: Internal

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