Sensitivity Internal Marketing Across Culture.docx

Sensitivity: Internal
Marketing Across
Cultures
6MK509
Module Assessment Brief
Barbara Tomasella
2
Marketing Across Cultures 6MK509
Contents
Module Leader
...............................................................................................
......................................... 3

Key dates and details
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............................... 3
Description of the assessment
...............................................................................................
................. 3
Description of the assessments
...............................................................................................
............... 4
Assessment Content CW1
...............................................................................................
........................ 5
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........................ 5
Assessment Rubric CW1
...............................................................................................
.......................... 8
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.......................... 9
Anonymous Marking
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.............................. 10
Assessment Regulations
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........................ 10

3
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.
mailto:[email protected]
4
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.”

5
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!!
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
6
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.
7
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
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
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
overall
Marginally
unsatisfactory.
Ideas unclear and
incoherent. Some
significant
Well below the pass
standard.

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

Some evidence of
misunderstandings
A sound standard.
Some significant
overall
Marginally
unsatisfactory. Not well
researched. Ideas
unclear and incoherent.
Some significant
Well below the pass
standard.

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

overall
Marginally
unsatisfactory. Not well
researched. Ideas
unclear and incoherent.
Some significant
Well below the pass
standard.
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
overall
Marginally
unsatisfactory.
Ideas unclear and
incoherent.

Well below the pass
standard.
Nothing or hardly
anything of
merit. NS
notation applies
if no work
submitted
9
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.
Ideas unclear and
incoherent. Some
significant
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
Ideas unclear and
incoherent. Some
significant
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
Ideas unclear and
incoherent. Some
significant
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
Ideas unclear and
incoherent. Some
significant
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
Ideas unclear and
incoherent.
Well below the pass
standard.
Poorly researched.
Ideas confused and
incoherent.
Nothing or
hardly anything
of merit.
Anonymous Marking
Include the appropriate statement from this list (delete all
others and the title). Not assessments
that are not anonymously marked need to logged and approved
on this tracker (link)
Submissions in Turnitin and Blackboard
You must submit your work using your student number to

identify yourself, not your name. You
must not use your name in the text of the work at any point.
When you submit your work in Turnitin
you must submit your student number within the assignment
document and in the Submission title
field in Turnitin. A video showing how to do this can be found
in the Student Guides on Blackboard.
Assessment Regulations
The University’s regulations, policies and procedures for
students define the framework within
which teaching and assessment are conducted. Please make sure
you are familiar with these
regulations, policies and procedures.
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