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 with respect to 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 own judgement 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.
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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 in 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 in a professional manner.
You must reference all sources within the poster as in-text citations using Harvard referencing style.
You must include a detailed reference list using Harvard referencing style. This should be a separate slide.
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