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7BSP1271 Marketing Across Cultures

Learning Outcome 1: how to use fundamental marketing concepts across borders with clear consideration for cultural differences and variants;

Learning Outcome 2: how to analyse cultural diversity when formulating an organisation's marketing strategy

Learning Outcome 3: how to create, evaluate and manage the marketing communications function across cultures.

Learning Outcome 4: collect, analyse and interpret data to understand cultural diversity;

Learning Outcome 5: explain the conceptual and theoretical justifications behind marketing strategy for cross-border marketing

Assignment - An outline marketing plan for entry of the Hertfordshire Business School into an emerging market, with justifications
Purpose of the assessment

The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across global markets and cultures. You are advised to use your group's previous research.

Context: You work in a marketing consultancy. It is your job to prepare a report to the Dean of Hertfordshire Business School on your outline plan for entry into either Egypt or South Korea with business related programmes of study.

Your Specific Instructions:

Your Report should identify as a minimum the following:

You are to produce an outline marketing plan for entry into either country. See assessment requirements below for some ideas of indicative content.

Part 1. Introduction

Include ‘signposting' of the key issues which follow in the report. Briefly introduce the content and purpose and the market, detail your objectives.

Part 2. Findings and analysis, product and market related issues. This will require research into the
Universities' and Business Schools capabilities] and external analysis [this should be from your previous group assignment.]

Part 3. Evaluate the above in a table as a SWOT. All findings should be presented in an Appendix.

Part 4. Outline an action plan that includes standardised and adaptive strategies, where necessary and relevant marketing theory. You should also consider the mode of market entry.

Part 5. You should demonstrate that you are basing your strategies on the evaluation of your SWOT. You are expected to consider cultural differences. This section is where the detail should be. It should
represent at least 60% of the report.

Part 6. Conclusions

Summarises the key points already made and link to the task set. No new information.

Part 7. Reference list (at least 15 references, with at least 10 academic [journal articles and books], please separate academic from secondary)

Attachment:- Marketing Across Cultures.rar