7BSP1217-0206 Marketing Across Cultures Assessment Brief | UoH

7BSP1217-0206 Assessment Criteria

Learning Outcomes: Knowledge and Understanding assessed in this assignment: 

• Evaluate and apply models of environmental analysis, and in particular cultural analysis
• Evaluate and apply appropriate global marketing strategies
• Formulate and evaluate plans for the implementation of global marketing strategies

Learning Outcomes: Skills and Attributes assessed in this assignment:

• Gather, interpret, and evaluate secondary global marketing data
• Explain and critique different global marketing strategies
• Advice on global marketing plans in terms of development, implementation, and control across cultures 

Transformational Opportunities:

E.g. Use LinkedIn Learning to improve skills

• Develop an understanding of the contemporary marketing challenges in an international context
• Use LinkedIn Learning to lay a fundamental understanding of marketing principles

Feedback /Marking criteria for this Assignment

• Performance will be assessed using HBS Grading Criteria (Rubric)
• Feedback for improvement will be given in writing via your Canvas module site within 4 weeks of submission
• Lateness Penalty: For each day or part day up to five days after the published deadline, coursework relating to modules submitted late will have the numeric grade reduced by 10 grade points until or unless the numeric grade reaches the minimum pass mark (UG 40/PG 50). Where the numeric grade awarded for the assessment is less than the minimum pass mark, no lateness penalty will be applied. If the coursework is submitted more than 5 days after the published deadline, it will not be marked, and a grade of zero will be awarded. Please note: Referred coursework submitted after the published deadline will be awarded a grade of zero (0).”
• Extensions: Students do not have an automatic right to an extension. If you require an extension, this must be requested in advance of the submission deadline. Please give your reason(s) for needing an extension. Not all Assessments are eligible for an extension. Please check above.

7BSP1217-0206 Detailed Brief for Individual/Team Assignment

1. Assignment Title: An Across-Cultural Marketing Plan for [Company/Brand of your choice]

Recommend a marketing plan based on an analysis and evaluation of the impact of cultures on a company's global marketing strategy.

Description of the assignment, task, content and structure:

The assignment aims to demonstrate your understanding of how a global corporation strategically designs its marketing operations across global markets and cultures and how this impacts its activities or proposed activities. To achieve this, you will outline a marketing plan that highlights the impact of cultures. 

You are an international business consultant. To complete this assignment, you are required to produce a report that identifies, critically analyses, and evaluates the potential impact of cultures on your client's marketing strategy when entering a new market. Through conducting secondary research, please illustrate and explain through referencing academic theories, cultural models and frameworks.

You must select a real company/brand for this assignment from ONE of the following sectors:

1) Food and Drink Retail
2) Clothing & Footwear Retail
3) Hotels & Tourism
4) Automotive Industry
5) Entertainment Industry

You are required to submit a marketing plan which includes the following:

1. A cover sheet with the title of your report - not included in the word count, student number [NOT YOUR NAME AS WE OPERATE ANONYMOUS MARKING], your word count for the report only, not including your reference list and any appendices.

2. Table of contents (Basic numbering of headings and page numbers)

3. Introduction [Word count begins here: include relevant headings/subheadings within the main body] - background, including a brief description of the company and the chosen new market. A clear statement of the aim of the report.

4. Main body:
1) Describe the new market to enter
2) Situation analysis - an analysis of the company, its
current context, customers, competition, and collaborators. Explain why this market is a good one to enter through environmental analysis such as PESTLE, Porter's Five Forces, SWOT and/or STP (5Cs-choose 2 or 3 Cs to focus on)
3) Explain the impact of culture on the company/brand and the new entry
4) Your recommended objectives and strategy with specific reference to cultural theory, including market opportunities and threats that you have identified.
5) A proposed marketing mix (4Ps), which refers to the impact of cultural theory in
The market you are recommending that your client should enter.

5. Conclusions - Summary of the key points

6. Recommendations for the next three years [Word count ends here]

7. References (in alphabetical order)

8. Appendices (number each Appendix)

You should follow a report structure using headings and sub-headings. Include appendices if necessary, but these MUST be referred to in the main part of the report.

You should submit a WORD document. Your name should not appear anywhere in the document, as it is marked anonymously. Please save your file by the acronym of the module name, underscore your SRN number, as in MAC_12345678.

Further guidance on the requirements will be provided via lecture content and AEB classes. Formative tasks which support this assignment will be undertaken in tutorials.
Related titles

Any specific instructions:

The HBS Grading Criteria (rubric) will evidence how marks are awarded for individual parts of the assignment, i.e. Presentation and Structure, Intellectual Curiosity and Referencing, Content, Analysis, and Discussion

The assignment aims to demonstrate your understanding of how a global corporation strategically designs its marketing operations across global markets and cultures and how this impacts its activities or proposed activities. To achieve this, you will outline a marketing plan that highlights the impact of cultures. 

This assignment requires you to apply concepts and theories related to the management of marketing across cultures. Your answer should be guided by consideration of the module material and MUST remain focused on issues relevant to marketing. Tutorial activities and support given in your AEB class are designed to help you do well in your assignment. Students should therefore ensure they complete weekly preparation tasks so that they are familiar with the nature of the assignment and able to participate in analysis, evaluation, and presentation of solutions.

7BSP1217-0206 Academic Integrity, Plagiarism, Essay Mills and Other Academic Misconduct Offences 

• You are NOT allowed to copy any information into your assignment without using quotation marks and a reference - this is 'plagiarism' (a type of academic misconduct).
• You are NOT allowed to copy from other students (or allow other students to copy from you) - this is 'collusion'.
• You are NOT allowed to copy from your own assignments on other modules - this is 'self-plagiarism'.
• You must NEVER buy assignments from websites (essay mills) - this is called 'contract cheating' and it is now illegal in the UK.
• Contract cheating is a serious academic misconduct offence and also includes arranging for help with an assessment such that there is also reasonable doubt as to whose work the assessment represents. It extends to input from a fellow student, friend, relative, or any other person, with or without payment of any kind.
• Unauthorised use of artificial intelligence (AI) is not allowed and will be treated as academic misconduct.
• If you commit academic misconduct, your mark will be reduced, or, depending on the severity of the offence, you may get 0% for the assignment in question or 0% for the module, and get a disciplinary warning. Repeat offenders normally face disciplinary action.

Contact academic-skills@herts.ac.uk if you are unsure of the rules or how to avoid academic misconduct, and you will receive help. Please see the UPRs relating to Academic misconduct here.

7BSP1217-0206 Student Support and Guidance

For further help on module content and assignment details, contact your Module Leader in his or her drop-in/office hours or by email.

Use the Learning Outcomes and HBS Grading Criteria (Rubric) to help inform you of the expectations of the assessment.

Use CASE (Centre for Academic Skills Enhancement). Attend CASE workshops and drop-ins to develop academic skills to meet HBS expectations (see timetable on CASE website homepage or drop in to CASE in L064, in the LRC).

Visit the Academic English for Business Programme Site for tips on developing your academic English and contact hbsacademic-english@herts.ac.uk if you have any questions.

For help with Turnitin, look for the "Check your work (Turnitin Originality Report)" practice assignment in the Assignment section of all of your modules. For help with understanding plagiarism and how to make
changes to your assignment, contact hbsacademic-english@herts.ac.uk.

Use the Online Library to access quality business information resources:

• Library Search will help you find books, journal articles and more.
• Use the Subject Toolkit for Business to access to industry-standard databases.
• Use Library SkillUP for guidance for searching and referencing.
• Get help: use SkillUP module chat, visit the Study Success Hub, or book a 1:1 with a librarian.

7BSP1217-0206 Marking Scheme

Grading Criteria