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MK390 Marketing across Cultures – Individual Assignment 2 – 2018/19 – subject to external examiner approval

Tutors: Dr Keith Perks and Dr Carmen Lopez

Aims of the Assignment

· To enable students to learn about a new culture of their choice

· To explore the effects of a different culture on consumer attitudes and behaviour and how exporting firms can use this knowledge effectively

· To identify and review appropriate literature on culture and social media to apply relevant theories and concepts on consumer and exporting firms use of social media.

Assignment Brief

Select an overseas country of interest (but it cannot be the UK, your home country, or the main one selected for assignment 1). You should then address the following 4 points:

1. Based on the theories and concepts from the literature, describe, discuss and interpret what is known, in general, about consumers, customers and managers motivations and behaviour in the social media environment.

2. Using your research of what is known from the literature about social media discussed in point 1, critically evaluate and apply appropriate cultural theories and concepts to explain how and why they might affect motivations and behaviour in social media in your selected country.

3. From your findings discuss the implications of this knowledge of culture and social media for SME exporters.

4. Identify any future avenues for further research.

5. Conclusion

Marking Scheme

Marking criteria	Proportion of Marks
Secondary research Use of relevant secondary data and research literature from a suitably wide range of sources, appropriately integrated, summarized and referenced (Harvard system).	25%
Relevant discussion, application and integration of knowledge and theories in the areas of culture and social media Demonstration of a sound understanding of cultural theory through appropriate critiquing, application and discussion of how and why culture affects motivations and behaviour in social media in your selected country.	45%
Implications Implications of your research for knowledge, exporting SMEs and future directions for research.	20%
Presentation Quality of written communication in terms of use of English, relevance, structure and flow,	10%

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