Marketing across Cultures Assignment CW1

Assignment CW1 (30%) – Individual assignment brief

Learning Outcome 1 (partially 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.”CW1 will partially achieve LO1, see below:

CW1 is a“critique of theory” in the form of a critical, structured reportentitled: “Cross-Cultural Analysis – are traditional techniques such as Hofstede, Wills et al, Hall and Hall, Trompenaars still relevant in the 21st Century?”

The assignment is an individual piece of work that requires you to evaluate the literature on the subject of Cross-Cultural Analysis (CCA) techniques, considering that all the mainstream techniques still referred to today originate from the largely pre-digital and lesser- globalised era of the 1980s.

Your task

  1. To identify, discuss and explainthe key perspectives of three key traditional CCA techniques (30%). This section requires you toreview and discuss critically the classic CCA techniques such as Hofstede, Hall and Hall, Wills et al, etc.  Analyse the perspectives from which these different techniques approach the issue of culture and marketing.
  2. To critically evaluate, compare and contrast these key perspectives, and highlight which approach would best suit the case study of your choice (30%). Here you should seek to identify what key differences in approach are evident.  Reference to additional writer and journal article views and findings is crucial. (I expect a minimum of 12 references to be used throughout the assignment, all from journal articles and quality textbooks).
  3. An applied Cross-Cultural Analysis: having selecting a cross-cultural analysis in point 2, demonstrate your understanding of the social and cultural differences between the two culturally different countries you have chosen (40%). All views put forward must be justified via the use of academic writings, from books and journal articles etc.

The Output

  • Word count 1500 words +/- 10%
  • Format:

Introduction – 100 words

Critical evaluation (task 1) 500 words

Comparison (task 2) 400 words

Relevance and conclusions (task 3) 500/600 words

Note: references must be to the Harvard Referencing System.

Please visit “study materials/assignment documentation” where, in addition to a number of assignment support documents you will find several journal articles that discuss the relevance of the classic CCA techniques – this does not mean you look no further than these articles – in fact it is imperative that you do!

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