Sample Cultural and Ethnic Studies Presentation/PPT Assignment on Cross-Cultural Consumer Behaviour

1. Demonstrate an in-depth analysis of key factors influencing consumer behavior across cultures.
2. Critically analyze the impact of consumer differences on marketing decisions across cultures and international markets.

The assessment consists of an individual A2 poster with a voiceover presentation

2.1. Scenario
In order 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, Clothing, Skin Care, Holidays, Restaurants, Entertainment, etc.). Your choice could range from a small independent organization currently targeting a small niche market to a global brand targeting multiple markets, nationally and/or internationally. The brand should be very briefly introduced.

2.2. Required tasks
Task 1 [Learning Outcome 1]:
Select a market where the brand does not currently operate and which is deemed 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]:
Taking into account any cultural differences, discuss in depth the key INDIVIDUAL/PERSONAL, PSYCHOLOGICAL, and SOCIOLOGICAL factors that
would influence the chosen market’s decision-making process when purchasing your organization’s products/brand.
[50%]

Task 3 [Learning Outcome 2]:
Based on the preceding findings, recommend how the brand should be marketed to this market.
[25%]3.1. Task 1 Guidance
1. 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.

2. Discuss, with evidence, what makes the 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.

3. 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.

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

3.2. Task 2 Guidance
5. 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).

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

7. Undertake research with respect to the chosen market to discuss the key individual/personal factors such as demographics, lifestyle, self-concept, etc. and key psychological factors such as motivation, perception, attitudes, etc. to better understand how these could influence their purchase decisions.

8. Undertake research with respect to the chosen market to discuss the key sociological factors such as reference groups, family, culture/sub-culture and social class systems to better understand how these could influence their purchase decisions.

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

10. Your discussion needs to be in-depth and critical, so be mindful of how many factors and related theories/models you choose to discuss.

3.3. Task 3 Guidance

11. You should make recommendations based on the findings and analysis in Tasks 1 and 2.
12. You could structure this section following the Marketing Mix but elements like positioning, branding, etc. could also be discussed depending on your findings.
13. Your recommendations should consider and justify whether certain aspects of the brand’s decisions should be standardised or adapted.
14. Your recommendations should also be supported with academic and/or practitioner research.

3.4. Poster Criteria Guidance

15. There is no word limit on this assessment. However, it is envisaged that the level of preparation, research, analysis and evaluation you will undertake will be equivalent to any other Level 6 assessment of 2500 words.

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

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

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

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

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

21. Ensure your work is proofread and edited, and written in a professional manner.

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