Cross-Cultural Consumer Behaviour Assignment Questions | SUSS

Type of assessment [100% coursework – A2 poster with a voiceover presentation]

The poster will need to be submitted as a PowerPoint file with a single slide with a voiceover presentation lasting between 15 and 20 minutes. There can be an additional slide containing the reference list. This assessment will assess LOs 1 and 2

Scenario

To prepare for your poster, you will need to address the following tasks:

In the first instance, you will need to select a brand from a product or service sector of your choice (For instance, Food/Beverage, Clothing/Footwear, Skin Care/Cosmetics, Restaurants, Leisure/Entertainment, etc.). Your choice could range from a small independent organisation currently targeting a small niche market to a global brand targeting multiple markets, nationally and/or internationally.

the brand should be briefly introduced.

Required Tasks:

Task 1 [Learning Outcome 1]:

Select ONE market where the brand does not currently operate. This market must be culturally different from the brand’s home market. Discuss the basis on which this market is classified as culturally different. [10%]

Task 2 [Learning Outcome 1]:

Considering any cultural differences, discuss in depth the relevant individual, psychological AND sociological factors that may influence the chosen market’s decision-making process when purchasing your brand’s products. [50%]

Task 3 [Learning Outcome 2]:

Given the preceding findings and assuming the brand wishes to enter this market, recommend the key marketing decisions that would be suitable for the market. [30%]

Marks are also allocated for the poster’s design, use of academic writing, quality of voiceover presentation, and referencing. [10%]

Marking:

Marking is completed using the marking grid provided at the end of this document. The detailed marking scheme identifies what percentage each LO contributes to the overall grade.

• Learning Outcome 1: Criterion 1 (10%) & 2 (50%)
• Learning Outcome 2: Criterion 3 (30%)
• Format (10%)

Formative Assessment:

Formative assessment is given through regular feedback designed to help you improve your work. This form of assessment does not contribute towards your grade. For this module, feedback on weekly class activities constitutes formative feedback.

Penalties for late submission

At the time of publication, the rules regarding late submission of work are:

• Assessments submitted up to 1 hour after the published deadline will receive no penalty.
•  Assessments submitted between one and 24 hours after the published deadline will be reduced by 5% of the actual mark given by the tutor.
• Assessments submitted between 24 hours and five working days after the published deadline will be reduced by 10% of the actual mark given by the tutor.
• Work submitted more than five working days after the published deadline will not be marked, and the student will be deemed to have failed an attempt at the assessment.

If a student has a support statement specifying additional time to complete coursework, the penalties will only apply from the alternative deadline provided by the statement.

Importance of Taking Assessments

You must complete your assessment, otherwise, it is classed as a failed attempt (unless you have made a successful EC claim relating to Extenuating Circumstances). If you fail any of your modules, you will have to re-take them, although there are limits on the number of times that you can re-take and you may even have to re-study a module you have failed. Having to re-sit or re-study modules means that your workload will be increased and you will be putting yourself under more pressure. You may even be liable to incur more fees if you are required to re-study a module.

The university does appreciate that there are times when you may be unable to take an assessment due to circumstances outside your control, such as illness. If this is the case, you need to make a formal claim for an extension or deferral, as without this, you are expected to submit within the standard guidelines. No tutor, module leader or course leader can grant any form of extension to the published deadlines – this is done by a separate team within the university to ensure consistency and fairness for all. For full guidance on what constitutes an exceptional circumstance and how to make a claim, please visit the Extenuating Circumstances page on iCity; you can also contact the Student Support Team for help.

Plagiarism

• You are reminded of the University’s Disciplinary Procedures that refer to plagiarism. A copy of the Disciplinary Procedure is available from iCity. Except where the assessment of an assignment is group-based, the final piece of work that is submitted must be your work. Close similarity between assignments is likely to lead to an investigation for cheating. You must also ensure that you acknowledge all sources you have used. Submissions that are considered to be the result of collusion or plagiarism will be dealt with under the University’s Disciplinary Procedures, and the penalty may involve the loss of academic credits. If you have any doubts about the extent to which you are allowed to collaborate with your colleagues or the conventions for acknowledging the sources you have used, you should first of all consult module documentation and, if still unclear, your tutor.
• Please note that submissions are run through Turnitin to check for plagiarism, which includes a ChatGPT and AI detection software.
• If you have a Support Summary that tutors must take account of when marking your work, please check the appropriate box on the coversheet. Contact the Enablement and Wellbeing team for further advice.
• If there is something outside your control that is affecting your ability to complete an assessment or has affected your performance in an assessment, then you can claim extenuating circumstances.
• If you are experiencing problems, you should contact Student Affairs staff.

Additional information about electronic submission:

All work submitted electronically needs to be submitted under the following guidelines:

• Submission means that a correctly formatted electronic copy has been submitted in the correct method via Moodle by the deadline set. Failure to do so may result in a mark of zero being awarded.
• Your work must be submitted via Moodle – please refer to the Moodle module site for further details on where to upload your work.
• It is your responsibility to ensure that your work is successfully submitted. You will receive an email receipt confirming your submission. Please check this and keep it for your reference.
• Your poster should be submitted in Microsoft POWERPOINT format.
• Submissions using file formats other than those listed above may affect your work being marked, and the feedback you may receive.
• The work you submit must not be password protected.
• Work sent via other methods, such as email, will not be accepted.
• You must retain an electronic copy of your work. Failure to produce a copy on request will result in a mark of zero for the assessment task.
• You can use Turnitin at the BCU Moodle page to learn more about software that assists in detecting collusion and plagiarism. On this page you can upload a draft of your work to view a Turnitin Originality Report.

Guidline

Task 1 Guidance

The choice of brand and market must be agreed in advance with the module leader. Any such agreement does not absolve students of the responsibility to ensure that the brand is not available in the selected market.

Discuss, with evidence, what makes the chosen market culturally different from the brand’s home market. This could be done using theories and/or models such as Hofstede’s Dimensions of culture or Hall’s High/Low Context cultures.

You could also consider characteristics of culture, such as language, religion, etc., to justify your points. Ensure you only discuss points that are relevant to the chosen brand.

Some of the points made here could also be used in Task 2 for further analysis and in Task 3 to support recommendations.

Task 2 Guidance

It is anticipated that the assignment can be completed from public sources of information (E.g., academic literature in the form of key textbooks and peer-reviewed journal articles, market research reports/databases, press reports, websites, and promotional literature).

Your analysis MUST be supported by relevant cultural and consumer behaviour theories. Any subjective view without a proper theoretical foundation may not be enough to achieve the learning outcomes of this module.

Undertake research concerning the chosen market to discuss the key individual/ personal factors such as demographics, lifestyle, self-concept, etc., the key psychological factors such as motivation, perception, attitudes, etc. and the main sociological factors such as reference groups, family, culture/subculture and social class systems to better understand how these could influence their purchase decisions.

Please note that you should use your judgment regarding which factors, theories, or models to use.

Your discussion needs to be in-depth and critical, so be mindful of the number of related theories/models you choose to discuss. Remember that not every influencing factor is relevant to a specific brand or product.

Task 3 Guidance

You should make recommendations based on the findings and analysis in Tasks 1 and 2. You could structure this section following the Marketing Mix, but elements like target market, positioning, branding, etc., could also be discussed depending on your findings.

Your recommendations should consider and justify whether certain aspects of the brand’s decisions should be standardised or adapted. Your recommendations should also be supported with academic and/or practitioner research.

Poster Criteria Guidance

There is no word limit on this assessment. However, it is envisaged that the level of preparation, research, analysis and evaluation you undertake will be equivalent to any other Level 6 assessment of 3000 words.

Pay attention to the layout and design of your poster, as it should look professional. You should be creative when designing the poster, and guidance on poster design will be given during module sessions and via Moodle.

The space/points in the poster for each task should be proportionate to the marks allocated to those tasks.

The amount of time spent on the voiceover for each task should be proportionate to the marks allocated to those tasks.

The voiceover should be clear, confident and engaging. There should be sufficient detail to demonstrate critical analysis of your findings.

You may include a script of your voiceover in the Notes section of the PowerPoint.

Ensure your work is proofread and written professionally.

You must reference all sources within the poster as in-text citations using the Harvard referencing style.

You must include a detailed reference list using the Harvard referencing style. This should be a separate slide.