Summative assessment
Assignment 1 CW1: 30% weighting
An individual poster where you profile an international country (with special attention to its culture),
which is suggested for the internationalisation process of an organisation of your choice (you do
not need to analyse the company in the first instance); you will be utilising theories and models
encountered in the module, to particularly highlight the impact that culture can have on
international marketing in such an international country.
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”
Assessment Content CW1
It is suggested that the following structure is used for the poster:
An introductory explanation regarding the purpose and value of conducting an indepth analysis of the internationalisation country and a justification of why you have
chosen a certain destination country (10%)
Deliver an explanation (and therefore deliver a clear understanding) of the the role,
objective, value and relevance to any organisation of conducting an opportunity
analysis and in depth analysis of the foreign culture and foreign business
environment.
Word count: 2/300 words
An in depth description of the business environment of the chosen
internationalisation country (30%)
In this section you need to carry out a PESTLE analysis of the country, followed by an
in-depth description of the culture of such country, with the Tepestra and Sarathy
(2006) model.
Word count: 500/600 words
Use (at least) two methods of cross-cultural analysis to highlight the cultural
differences between the two countries that you are using (home country and
internationalisation country) (40%)
You should give a brief overview of the two chosen methods, you should briefly
outline the reasons for using these CCA methods (particularly in light of the type of
company and HQ/internationalisation countries); you should then conduct the indepth analysis into the specific cultural differences of the two countries chosen
(home country and internationalisation country).
Word count: 700/800 words.
Quality and references (20%)
Here you will be judged for the structure of the work, the presentation of ideas
clearly evidencing an appreciation of cultural theories; furthermore the work uses
appropriate Harvard style citing and referencing techniques and protocols.
REGARDING YOUR CASE STUDY CHOICE: You need to choose a home country and
internationalisation country which makes sense with the internationalisation process of the case
study of company of your choice. In doing so note the following limitation: The two international
markets you choose must be culturally very different – pairings such as UK/US, UK/Australia,
UK/Ireland, Germany/Austria, Malaysia/Singapore – are NOT acceptable!!
