Posted: February 11th, 2015

Module Title: International Marketing; Topic: Culture

Paper, Order, or Assignment Requirements

MSc Marketing and Brand Managment

GENERAL INFORMATION:

TITLE:? INTERNATIONAL MARKETING? ??

Topic:

Culture
Provide a definition of culture and explain what role it plays in international marketing.

Your work should demonstrate a good understanding of the topic based on thorough research and extensive reading. Your essay should include references from at least ten academic journal articles. The assignment reflects all the learning objectives and represents 100% of the assessment for the module. This means if you fail the assignment you will fail the module.

The word limit is 2500 words (Times New Roman 12 font, using 1.5 line spacing). You are allowed to include a reasonable amount of relevant supporting material in the appendix. If you exceed the word limit you will be penalised by receiving a lower grade. All material should be properly referenced according to the Harvard system of referencing used in most academic journals.

Include the word count at the beginning of the document.

PLEASE MAKE SURE THAT EVERYTHING BEEN WRITEN IN THIS WORK MUST HAVE REFERENCES.
THERE IS SERIOS ANTY PLAGIORISM SYSTEM.

The aim of this module is to:

The module addresses critical understanding and ability in assessing the effectiveness of international marketing theory and practice. It targets principles and issues that drive markets world-wide. Students will develop insight and investigative ability concerning issues facing a business that needs to research markets and develop and implement market strategies, techniques and methods across a range of international sectors. On completion of the module students will:
� develop a good understanding of the nature and scope of marketing in international contexts
� be able to identify and critically discuss the key issues that marketing face across national and cultural boundaries
� be able to evaluate internationalisation process and market entry options
� have examined the impact of environment forces on the marketing mix

MAIN TOPICS OF STUDY
� The international marketing environment: political risk analysis and criteria for market selection, major emerging markets.
� The debate between globalisation/standardisation and adaptation, and its implications on international marketing strategy.
� The concept of culture and its impact on international marketing, the importance of developing a global mindset and cross-cultural understanding.
� The internationalisation of the firm, motivation and learning process, market entry options with special emphasis on exporting, licensing and strategic alliance.
� The differences between domestic and international marketing, international marketing mix, global brand management and cross-cultural business negotiation.

LITERATURE/ READING LIST/ EXAMPLES

Need to use at least 10 articles (could be books, monographs, journals but NO text books)
Must be some examples in.

We need to put it in for sure:
– Need to write about EDWARD HALL (High context, low context; M Time, P Time)
– Need to write about GEERT HOFSTEDE
– Cayla and Eckhardt (2008)
– Cultural resistance

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Core reading (purchase advised)

1. A specially customised text published by Pearson Education for this module. The book is based mainly on Keegan and Green (2008) but also contains 10 chapters from three other books.
2. Keegan, W. J. and Green, M. C. (2013) Global Marketing, 7/e Global Edition, Pearson Prentice Hall

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Supplementary reading

1. Jeannet, J-P. and Hennsssey, H. D. (2004)
Global Marketing Strategies, 6/e, Houghton Mifflin
2. Czinkota, M. R. and Ronkainen, I. A (2007)
International Marketing, 8/e, Thomson
3. Usunier, Jean-Claude (2005)
Marketing Across Cultures, 4/e FT Prentice Hall
4. Cateora, P. R., and Graham, J. L. (2007)
International Marketing, 13/e, McGraw Hill
5. Terpstra, V., Sarathy, R. and Russow, L. (2006)
International Marketing, 9/e, Dryden

And, in addition:

Pears, R. and Shields, G. (2008) Cite them right: the essential guide to referencing and plagiarism. Newcastle upon Tyne: Pear Tree Books

Useful Journals and Magazines
� European Journal of Marketing
� Harvard Business Review
� International Business Review
� International Journal of Advertising
� International Marketing Review
� Journal of International Marketing
� Journal of World Business
� Journal of International Business Studies
� Journal of Marketing Management
� Marketing Intelligence &Planning
� Business Week
� The Economist
The Financial Times

Some examples (could be others, please double check if you�ll use these. They were given as an example on the lectures):
CULTURAL RESISTANCE AND CULTURAL ADOPTATION

1. Chinese- eats first, then business. A lot about trust and relationships.
2. NOVA- good name of the product, means new, but they can�t go to the Spanish market because it�s mean Don�t Go (No va)
3. Range Rover Silver Ghost. In the beginning they wanted to call it Silver Mist, but its mean Silver Shit on German, so, they changed the name and call it now Silver Ghost.
4. Starbucks in China sell more tea than coffee, because of the culture.
5. Cornflakes didn�t sell well in India because it supposes to be mixed with cold milk. But in India you could get serious disease from milk, so, everybody boil it fist. Cornflakes don�t taste good with the hot mil and not suppose to be that way. That�s why it didn�t sell well there.
7. French wine has put symbol of dragon on the bottle and because of it there was huge success in China (from 2000 price went up to 8000)- it�s a more example about symbols and culture, not sure that we need to use it.
8. Proctur&Gambles: few years ago they went to China (if you want to sell, you need to understand market.) the most important person for them was housewife. They realise that they washing cloths everyday and there kitchens are very small, so the don�t need a big packaging. They met the customer-changed the product- sailed product and became successful.
9. There are many adds for coffee that are about romance. For Example Nescafe- they made a beautiful add how women lying down in the bath, beautiful and relax, then handsome man coming in. In Europe and America sails went up, it was associated with richness, success, beauty. While in Japan sails collapsed, because they�re if men enter the bath while women is there its very rude. So, it was associated with rudeness and it didn�t work at all there.
10. Individuals and groups: in Japan-egoist- individual is not good. Asia � everything is about groups. Europe communication is individual. You can even see that in the way people crossing the street.