This assignment focuses on marketing across Cultures. Objective: To critically examine how the social and cultural factors of a selected foreign country could influence consumer behavior towards a particular product or service, and evaluate the strategic implications this may have on the marketing mix.

Marketing across Cultures

Assignment: 3000 word (+/- 10%) critical, structured business report is required on the key issues contained within the module, based on an organisation of the student’s choice. This assessment specifically relates to Learning Outcomes 2 and 3 (weighting 70%) building on the Learning Outcome 1 covered in the CW1 assessment and particularly the findings of CW1. Note: exceeding the word limit may cost marks. Learning Outcomes 2 and 3 are: “on successful completion of the module, students will be able to:

Marketing across Cultures

(Learning Outcome 2) Critically examine how the social and cultural factors of a selected foreign country could influence consumer behavior 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.”

Marketing across Cultures

The assignment is detailed as follows: Taking the role of an international marketing consultant, commissioned by a company (marketing an organization’s product or service of your choice), prepare a detailed report for the organization’s marketing director with a recommendation for the company’s next international market (of your choice). 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. https://youtu.be/fUpR_0waEjQ

Marketing across Cultures

Marking Scheme: Having evaluated the different approaches in the first assessment (the literature review), you should select the one specific cross-cultural analysis method discussed in coursework 1, and use the method chosen to conduct an in-depth analysis into the specific countries cultural differences. 1. Social and Cultural Factors and the Marketing Mix (30%): examine and explain how the social and cultural factors of your target country could influence consumer behavior towards your product or service, together with an evaluation of the strategic implications this may have on the marketing mix.

Marketing across Cultures

Marking Scheme: An understanding of the different social-cultural factors that will be encountered in different geographical locations/cultures needs to be identified. This should include social factors such as social class, the role of family etc., and an understanding of the cultural factors that are the “norm” in the particular location selected. Beliefs, values and customs should be explored and their influence on the construction of the marketing mix should be identified, e.g. Bikes in UK and China!

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