BMBA5003 Cross-cultural Management and Marketing Assignment Brief, De Montfort University

Assignment Brief

• This is an individual assignment and comprises two (2) parts, A and B. Section A is focuses on cross-cultural management, while Section B is focused on cross-cultural marketing, and each of the sections carries an equal weight.
• This is a written assignment of 4,000 words and is a continuation of Assessment 1. Using the multinational corporation (MNC) that you chose in Assessment 1, you will now evaluate and analyse the challenges and opportunities presented by cross-cultural management and marketing in the context of multinational corporations (MNCs) operating in today's globalised business environment.
• This assignment will broadly cover four areas of cross-cultural management and marketing perspectives.     i) Theory and applications ii) Case analysis and application iii) market entry strategy; and iv) marketing campaign proposal.
  The word count is 4000.
• There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by 10% or more.
• The word limit includes tables, figures, quotations and citations, but excludes the reference list and appendices, and anything included in the appendix.

Learning Outcomes:

LO1: Critically evaluate and adapt the marketing concepts that underpin the subject to critically discuss key concepts and theoretical perspectives in national and organisational culture. (Essay) 

LO2: Evaluate and apply specific in-country marketing tools for the international marketing process and assess the key elements of intercultural competences. (Essay) 

LO3: Formulate and evaluate an international marketing strategy and contribute effectively to a group dynamic. (Presentation & Essay) 

LO4: Critically analyse different scenarios and communicate culturally sensitive solutions effectively and professionally, both verbally and in writing using a theoretical and practical understanding of challenges and solutions relating to business and sustainability, as well as of the extended social impact of business in society. (Essay) 

LO5: Demonstrate clear problem-solving and decision-making processes whilst understanding the nature of failure’ and how to strategically manage the outcomes. (Presentation & Essay) 

LO6: Critically appraise, adapt and apply the current methods of measuring impact, presenting data, developing related research skills, and champion innovation and rigour in the area of impact assessment. (Presentation & Essay)