Marketing Across Cultures Module Code: 6MK 503 Module Handbook 2019/2020 Module Teaching Team at The London College: NameTelephoneEmailDr. Nattacia Dabescki020 7243 4000 Ext. [email protected] Parsa [email protected] lcuck.ac.uk Module Leader at the University of Derby: Nick Turner Contents: Page Table of contents Introduction to the Module 3 Module Outline, Regulations, Learning Outcomes, Module Content 4 Module Learning and Teaching Methods 5 Module Assessment Mode 6 Reading and Learning Resources 7 Electronic Submission Guide 8 Study Schedule 11 Assessment Feedback, Additional Information 12 Regulatory Information 13 Introduction to the Module Welcome to Marketing across Cultures As a student of marketing and a future marketing professional, you must have a thorough understanding of the added complexities involved in marketing an organisation’s products and services in a geographically-distant and culturally different location and how this impacts on the formulation of marketing plans and strategies In all sectors and industries organisations face increasing international competition. The nature of this competition can be from multi-national organisations or from foreign competitors establishing themselves in your domestic environment. Other factors that encourage growth in marketing across cultures and in distant overseas locations might include the need to locate an offshore operation in order to be local to a major customer, or to seek to take advantage of a growth market when perhaps the traditional domestic market is maturing and less profitable than it once was. It is evident that today an ever-increasing number of organisations seek to expand internationally – and a significant number fail. The most common reason for this failure is a lack of understanding of “the way they do things over there” i.e. “culture.” This module seeks to build on the knowledge and concepts you will have encountered at earlier stages of the course. It aims to familiarise you with a range of issues and concepts encountered by international marketers and to provide the theoretical framework that will enable you to analyse and implement these in a real-life business situation. Your assessment is coursework-based, designed to enable you to demonstrate your ability to approach a business challenge as a marketer and business manager. The assessment methods used on this module will also help you develop key skills desired by employers, for example critical analysis, business report writing and presentation skills. Please remember to engage and contribute throughout. We hope you enjoy the module. Nick Turner MBA FHEA Senior Lecturer in Marketing Module Leader: Marketing across Cultures Derby Business School Tutor Access If you need help, you must ask. Problems notified to the teaching team early are more likely to be resolved. Should you need to access us, as Module Tutors at The London College, you can e-mail at [email protected] and [email protected] lcuck.ac.uk or you can phone us on 020 7243 4000 (Ext 6122). If you would like to meet with us in person outside the teaching sessions, then please email us to make an appointment. Module Outline Title Marketing across Cultures Credits 20 Credit Level 4 Programmes BA (Hons) Business Management (including Top-Up) Status Mandatory Pre-requisite None Regulations: This module conforms to the relevant UG/HND/C regulatory framework (level 6). Learning Outcomes On successful completion of the module, you will learn how to be able to: 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. Critically examine how the social and cultural factors of a selected foreign country of your choice could influence consumer behaviour towards your particular chosen product or service, and evaluate the strategic implications this may have on the marketing mix. Critically evaluate the various international market entry strategy options available to your chosen company that is seeking international expansion to a culturally-different destination, and make your own justified recommendations for the market entry strategy that the company should adopt. Module Content You will explore and analyse cross-cultural analysis techniques which will enable you to identify different cultural-based behaviours and characteristics and how they may impact upon international marketing strategy decisions. You will also learn about the range of strategic market entry options that are available, and their suitability (or otherwise) for specific cultural situations. In addition you will need to examine the International Marketing Mix, considering how cultural differences can necessitate adaptation of the traditional domestic marketing mix in order to meet the different needs of the overseas customer. The principles of ‘Standardisation and Adaptation’ will also need to be considered: ideally, organisations prefer to take their tried and tested product or service offering and “repeat” it in a number of overseas locations (standardisation). You will learn however that due to cultural differences, the standardisation approach is not always the most successful one to take. Therefore the advantages and disadvantages of standardisation versus local adaptation must be considered fully before the international marketing strategy is embarked upon. You will learn to understand the importance of the identification of different market segments, the principles of effective targeting of those segments, and the appropriate positioning of the organisation in order to achieve an effective international marketing presence. In summary, the module is designed to help you create an effective marketing mix and market entry strategy that considers the cultural implications that may be associated with operating in a different, unfamiliar geographic location. Module Learning & Teaching Methods Category 1: (18%) Hours Teaching Sessions 30-36 hours Approximately 9 hours of category 1 time will be set aside for the presentation assessment Category 2: (82%) Guided Independent Study: 164-170 Total: 200 You will learn through a combination of lectures and seminars. You will receive directed reading and you are expected to prepare answers to tasks set around guided reading in order to stimulate discussions in tutorials. Formative assessment and learning via tasks and feedback will be evident in seminars. You will also have the opportunity to raise particular learning difficulties during one-to-one or small group tutorials as it is considered that this sort of activity reinforces understanding. Your one-to-one or small group tutorials will provide further opportunity for formative assessment and feedback and will deliberately address issues raised in lectures and class tutorials – this will include the opportunity for you to engage in more in depth discussion and analysis of, for example, key concepts for the module, as well as giving us the chance to provide you with extensive assignment support. Module Assessment Mode Your module is assessed by 100% Coursework with two component parts (Assignment CW1 (30%) and Assignment CW2 (70%): Learning Outcome 1 (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 is a mini-literature review (or “critique of theory”) entitled: “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. CW2 is an individual 3000 word (+/- 10%) critical, structured business report. Your report will focus on the key issues contained within the module, and be based on an organisation either of your choice or provided by the module leader, and will specifically relate to Learning Outcomes 2 and 3. The report will require the application of a cross-cultural analysis method, an examination of how different social and cultural factors may strategically influence the design of the marketing mix, and an evaluation of suitable market entry strategies for the chosen destination culture. The deadline for submission of the report is one week after the end of week 12 (see the end of this section for precise deadline dates and times). Learning Outcomes 2 and 3 (achieved via the satisfactory completion of CW2) state: (Learning Outcome 2) “Critically examine how the social and cultural factors of a selected foreign country could influence consumer behaviour towards a particular product or service, and evaluate the strategic implications this may have on the marketing mix.”(Learning Outcome 3) “Critically evaluate the various international market entry strategy options available to the company seeking international expansion to a culturally-different destination, and make justified recommendations for the market entry strategy that the company should adopt.” The assignment will be launched in weeks 1 and 2 of the module. The London College (LCUCK) students: Lecture notes are available to students on Blackboard on a weekly basis. Follow the pointers from “study materials”. Students should ensure that they access, download and print/copy the relevant lecture slides before the corresponding lecture/tutorial. This module handbook is also available on UDO Course Resources (Blackboard). Reading and Learning Resources Core Texts: Doole and Lowe (2016), International Marketing Strategy: Analysis, Development and Implementation 7th Edition, London Cengage Learning. Recommended Readings: Albaum, G, Duerr, E, (2008), International Marketing and Export Management 6th editionHarlow FT Prentice Hall Bradley (2004), International Marketing Strategy 5th Edition, London FT Prentice Hall. Czinkota, M, Ronkainen, I, (2010), Principles of International Marketing 9th edition London Cengage Ghauri, P, Cateora, P, (2010,) International Marketing 3rd edition Maidenhead Mcgraw-Hi Hollensen, S (2011), Global Marketing: A decision-orientated approach 5th Edition, London FT Prentice Hall Keegan and Schlegelmilch (2013), Global Marketing Management: A European Perspective, 8th Edition Harlow FT Prentice Hall. Lee, K, Carter, S (2009), Global Marketing Management, 2nd edition Oxford OUP Muhlbacher, Leihs & Dahringer, (2006) International Marketing: A Global Perspective 3rd Edition London Thomson Usunier and Lee (2012) Marketing across Cultures 6th edition Harlow Pearson Other Readings Students are encouraged to use any other resources on International or Global Marketing Strategy/Management. Internet Sources: Students are encouraged to explore and use internet sources to enrich their learning and for completing coursework. Useful Journals: Journal of International MarketingInternational Marketing ReviewJournal of International Business StudiesEuropean Journal of MarketingJournal of International ManagementJournal of Global Marketing Electronic Submission Guide All students will be required to submit the assignments electronically. The number of assignments submitted electronically will vary between modules, but all will be submitted through the individual module areas in Course Resources. Further guidelines on using the electronic submission system can be found on: www.derby.ac.uk/esub Below are general notes for all students for electronic submission: Your tutor will set assignment deadlines for all online submissions and clearly communicate these to you. We do however; advise you to submit earlier than the deadline as part of managing your workload and to take advantage of the plagiarism checking function prior to your final submission. The electronic submission area will continue to accept work after the due date – Please note the date and time of submission will be recorded to identify late submissions. Format and File Details Your assignment for each part of the coursework must be submitted as one single file. Do not split your assignment, bibliography or appendix items in to separate documents. Your assignment should be formatted in the same style as for paper submissions: Your tutor will clearly set out the format requirements. Your submitted file must be less than 20 MB in size and should be submitted as Microsoft Word documents. Submitting Once you have started the process to submit your work you will be guided step-by-step. However, there are a few points to consider. Remember: assignment submission is a two-step process. First you select your file and click UPLOAD. Then, after viewing the basic preview of your assignment, you must click SUBMIT. Your assignment is not submitted until you have done so and email confirmation received. Preview your assignment: on clicking UPLOAD a preview of your assignment will be displayed. This is a text-only preview and will not show footnotes, illustrations and formatting, so don’t worry if it looks like basic text. Its purpose is to allow you to check the correct file has been selected for upload and that it has not been corrupted during the submission process. The preview is purely an indication for you, the tutor will receive the fully formatted version for marking. It is your responsibility to check the work you have submitted is the correct piece of work and it is not corrupted – The work you submit will be the work that is marked, you will be asked to acknowledge this as part of the submission process. Confirmation of successful submission will be provided by an automatic email delivered to your student email address. This is your proof of submission – do not delete this file. If you do not receive this receipt, re-attempt submission. If your submission is still not accepted, visit www.derby.ac.uk/esub for support details. Resubmitting Assignments Before the assignments deadline has passed submitted assignments are considered draft and can be resubmitted/overwritten repeatedly. To resubmit work click the resubmit button from the assignment submission screen. We recommend you submit early to take advantage of the plagiarism detection tool and then amend and resubmit if you can further enhance and improve your work. It is very important that each additional submission has an identical document name to the previous – otherwise the original document will not be replaced by the previous version and there will be two versions waiting to be marked! If all attempts to submit your assignment via Course Resources fail, in the first instance visit www.derby.ac.uk/esub for advice and guidance. What happens if the Submission System is down?If the system is down, we will be aware of this and communicate widely to you via UDo and www.derby.ac.uk/esub You will receive notification the system is down and be asked to stop submitting work. Once the system is back online you will be advised to start submitting and an appropriate extension will be given. If you have not received official notification that the system is down and you experience problems you must contact an IT helpdesk to seek support in the first instance. If you are having difficulties accessing Course Resources, your course, or your assignment screen, go to www.derby.ac.uk/esub or one of the IT helpdesks situated in the library. During peak submission points there will be submission clinics on all sites staffed by fellow students who are IT Mentors who will be able to help you. Remember – Important Dates: Launch of Assignment: Weeks 1 and 2 in Teaching Sessions. CW1 Submission Deadline: Friday 15th November 2019 by 23:59 hrs. CW 2 Submission Deadline: Monday5th January2020 by 23:59 hrs. Study Schedule Marketing Across Cultures Autumn Semester 2019-20 Date W/CWeekLectureSeminar TutorialDoole and Lowe Chapter30/091Introduction to Marketing across CulturesAssignment launch107/102Marketing and International Marketing – an overview of the key issues“Cross-cultural Understanding” Case study exercise CW1 Assignment: Support, Discussion, Preparation114/103Global Culture, Consumer Behaviour and Cross Cultural AnalysisCross Cultural Analysis121/104The International Marketing Arena and CultureFactors influencing International Marketing328/105The International Trading Environment1-2-1 Assignment Support Coursework 1204/116Opportunity Analysis and Selection of Markets1-2-1 Assignment Support Coursework 1411/117Market Entry Strategies1-2-1 Assignment Support Coursework 1 Assignment electronic submission deadline Friday 15th November 23:59 hrs718/118Managing the Process of GlobalisationCoursework 2 re-launch625/119Product and Brand ManagementProduct Strategy802/1210Management of Global Communications1-2-1 Assignment Support Coursework 2909/1211Assignment Lecture: Key Topics1-2-1 Assignment Support Coursework 2 “–16/1212No Lecture (Work on Assignment)1-2-1 Assignment Support Coursework 2Hand in deadline Sunday, 5th January 23:59 hrs Assessment Feedback This is provided throughout the module on the work that you do in seminars / workshops. With regards to formal assessments, feedback will be provided electronically. All feedback will be viewed electronically. You should note however that grades are at this stage provisional only, as submitted assessments are subject to internal and external moderation and validation by the University Examination and Assessment Board. Additional Information Please attend all of the planned sessions. Attendance will be monitored and where appropriate you may be asked to explain your non-attendance. Failure to attend and participate in the exercises may hinder your awareness and understanding of the subject which may consequently impact on your assessment submissions. Be prepared to participate in the class and communication with your peers and lecturers you will find that this is an essential key your success in this module. If you have found something interesting, confusing, funny, challenging – or just fantastic then we need to know about it! Share your ideas and learn from each other as well as from text books and journals. Above all, we hope that you enjoy the module and that it unlocks your creativity so you can build effective, profitable Integrated Marketing campaigns for your own clients in the future. Regulatory information Plagiarism and Academic Offences An academic offence could include plagiarism or improper conduct in exams. The University has a public duty to ensure that the highest standards are maintained in the conduct of assessment. It is, therefore absolutely essential that all students learn how to avoid committing an academic offence. Academic offences apply to coursework and examinations. Committing an academic offence is regarded very seriously. Plagiarism: A student is liable to be found guilty of plagiarism if any work presented for individual assessment is found to contain the unacknowledged work of some other person(s). If this involves deliberate misrepresentation of material as the student’s own in an attempt to deceive the examiners then the offence is very grave indeed. All sources should be cited and all quotations from the works of other authors clearly identified as such. If a student’s work is found to contain verbatim (or near verbatim) quotations from the work of other authors (including other students past or present) without clear acknowledgement, then plagiarism has been committed whether or not the student intended to deceive the examiners. Collusion: Where there is a requirement for the submitted work to be solely that of an individual student, collaboration is not permitted. Students who improperly work together in these circumstances are guilty of collusion. Impersonation: A student who submits by substitution the work of another person as their own, is guilty of deception by impersonation. The offence of impersonation can be applied to the student and to the accomplice. Any other form of deception: Any action through which students seek to gain an unfair advantage in assessment constitutes an academic offence, such as, for instance, submitting the same piece of work for separate modules. Please see the 3Rs document for further explanation of academic offences. http://www.derby.ac.uk/cfq/quality-enhancement/academic-regulations-3rs PLATO:PLATO is an online resource that gives you information, exercises and quizzes to help you avoid plagiarism which can be accessed through UDo. If you’re found to have committed an academic offence, the Student Unions’ independent advice service, the Source is on hand to help you through the whole process, and give you independent advice and representation. Information about the university’s regulations governing plagiarism and academic offences can be found in the student AtoZ on the university website at: http://www.derby.ac.uk/studentatozHE/academic-offences You are strongly recommended to make use of the PLATO online materials designed to help you understand and avoid plagiarism. PLATO can be accessed via UDO. Log in to UDO and access the “work” section, PLATO can be found in the links on the left hand side. Referencing When you are writing your assignments it is important that you reference all your sources of information correctly to avoid plagiarism and conform to good academic practice. Make sure you understand the referencing guidelines for your subject. Referencing guides are available from the library and from various online sources. Academic referencing can, to the inexperienced, appear complex and confusing but if you are stuck, don’t be afraid to ask your tutor! eSubmission In order to reduce unnecessary travel and queuing time for students, the University uses a system of electronic submission (eSubmission) of all assignments where this is possible. Your tutor will advise you if this is not the case for the assignments of this module. Start by taking a look at the eSub website www.derby.ac.uk/esub as this is the main site supporting students with eSubmission and provides support documents and videos to talk you through the whole process. You will also find a printable guide In the Assessments area of your module called Electronic Submission Guide for Students this will talk you through the submission process and guide you to further resources to help you submit your work. Remember: All coursework should be submitted on time. There are no opportunities to submit work as late. Even if you submit an EEC request you should submit the coursework you have already completed to that date by the deadline. The only exception is if a student has a support plan and agreed extra time to complete work. Attendance Repeated failure to attend/contribute may result in being deregistered from the module and your programme of study. Under normal circumstances missing three or more mandatory sessions of a module without good cause may be considered a lack of adequate participation. By accepting the Student Declaration, you agree that: You will participate fully in those activities which are described in each module as essential;You will inform the Module Tutors if circumstances oblige you to miss any of those essential activities and give details of the relevant circumstances to them;You wish to have your performance assessed according to the approved procedures;You will observe and meet the deadlines and timetable prescribed for each module; andFailure to participate adequately in the essential activities may lead to termination of your enrolment on your programme of study. You will be invited to explain your failure to participate before termination on the programme occurs. Failure to engage in this process will be considered to be withdrawal. Remember: participation is not just about turning up. Contribution to and participation in essential activities on the module is fundamental to the learning process. If you have a problem If you have any problems with the module or the work, see your module tutor as soon as possible. They may be able to help, and the sooner a problem is identified, the easier it will be to sort out. Alternatively, you may wish to speak to your Programme Leader or Module Tutors . If you feel that your problem/s may affect your ability to submit work on time, you will need to go through our Exceptional Extenuating Circumstances process. Please note that work submitted late will not be graded Full information about university regulations can be found at: http://www.derby.ac.uk/academic-regulations Exceptional Extenuating Circumstances We recognise that sometimes circumstances that you cannot avoid can get in the way of your studies. What are Exceptional Extenuating Circumstances (EEC)? Where circumstances beyond your control impact negatively on an assessment or mean that you are unable to submit an assessment on time, you can submit a claim for exceptional extenuating circumstances (EEC). If approved, your claim will normally mean that you can take the assessment again without any penalties. Successful exceptional extenuating circumstances claims, however, cannot be used as an alternative to completing the assessment and achieving the required learning outcomes. The form (EEC1) can be available from your Administrator at LCUCK. You can also contact the subject manager to apply for a short extension. This will be subject to the same requirements as the EEC. Completing and submitting your EEC form All claims for exceptional extenuating circumstances must be submitted on the appropriate form, which you need to complete fully and attach the required evidence. For coursework, claims should normally be submitted in advance of the hand-in date. In some cases a claim may be accepted no later than seven days after that date, provided there is a good reason why it couldn’t be submitted prior to the hand-in date. For examinations, claims must be submitted no later than seven days after the date of the examination. In all cases it is your responsibility to submit the form by the specified deadline. When a claim for exceptional extenuating circumstances is submitted against coursework, it is your responsibility to hand your work in by the submission deadline. This should include any work (part-completed coursework, notes, etc.) that has been completed to date. If you do not submit any work the mark recorded will be a non-submission and the appropriate penalty will be applied. In the event that your claim is unsuccessful, the submitted work will be marked as a completed submission. Exceptions to this will only apply where it would have been impossible for you to hand in any work by the deadline. Examples may include: hospitalisation, flight disruption, natural disaster and mental impairment. Full details on the EEC process and the forms you will need to request an extension are available electronically at: http://www.derby.ac.uk/eec . Referrals A referral is an opportunity to make good an element of the module that you’ve failed. This may be a piece of coursework, an exam or both. It means you don’t have to re-take a module, just repeat the element (coursework, exam or both) that you’ve failed. This means that you have to redo the assignment and submit it in time for a further deadline, the referral deadline. If the original failure is redeemed, i.e. you pass the referral, then the work is graded with the lowest pass mark, i.e. 40% If you have been given a referral, the details of the task set will be posted on UDO. You must register to accept a referral (see paragraph below). Only one referral opportunity is offered per element. If passed your grade for that element will be capped to 40%. If you fail the referral opportunity you will need to retake the module in its entirety and this will be capped to 40%. How to accept a referral: Referrals are offered in a drop down box next to your mark in your student centre on UDO and a box will appear which will ask you to accept or reject. You may have been offered referrals in more than one element. To accept or reject please select from the drop down box. To find out the deadlines for submitting referral coursework please check www.derby.ac.uk/exam. Please note that if you do not submit a component of coursework you will receive an NS grade. Under normal circumstances you will not be offered a referral where an NS grade has been recorded for the coursework component. Feedback, grades and return of work Tutors will aim to return grades and feedback within 3 weeks of submission. This may take longer at the end of the academic year when grades need to be released through the examinations board and sent to external examiners for approval. Feedback as well as a grade is provided with the return of assignments. You should carefully read this. If you have further questions you should contact the marking tutor Assignment feedback will be returned via the digital marking system, i.e. through Course Resources Turnitin.
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