12 Nov You are a recent graduate, working in the marketing team of a successful business
You are a recent graduate, working in the marketing team of a successful business. You have been tasked by your marketing director to support an internationalization project. The project is to identify a suitable new destination to expand sales and exports. Using your knowledge of Marketing Across Cultures, provide a scoping presentation that indicates a potential destination country. The task is to create a 5 minute pitch that informs the marketing director of a potential destination country. You can choose to perform the presentation face to face or as a recorded presentation.
It is suggested that the following structure is used for the presentation:
· Introduce the pitch and your situation (10%)
· Explain why we need to understand culture during internationalisation (10%)
Deliver an explanation (and therefore deliver a clear understanding) of the role, objective, value and relevance to any organisation of conducting an analysis of the foreign culture and foreign business environment.
Word count: roughly 200 words (1 min)
· Identify and justify a suitable culture framework. Using this framework, create and present an in-depth description of the culture of your destination country. (40%)
Word count: roughly 800 words (3 mins)
Use a framework that has been discussed in class to base your analysis. Use graphics and illustrations as aids to demonstrating your point of view succinctly. Creativity and clarity are essential to a high grade. Therefore prioritise the issues most relevant and likely to affect your company.
· Conclude your presentation by demonstrating critical cultural differences that may affect your company operating in this new country (30%)
Use cross cultural analysis frameworks to help demonstrate the significant differences in culture that may affect your product or service
Word count: roughly 500 words. (2mins)
· Quality and references (20%)
Your presentation will be judges on its overall impact, clarity and creativity, ideas clearly evidencing an appreciation of cultural theories; and appropriate Harvard style citing and referencing techniques and protocols. Include a list of sources with your presentation.
Use visual aids and present in your own style.
Use 3 or 4 bullet points on each slide, and add any further text into your presentation notes if desired. Ensure that the presented slides are not overly wordy (written text in verbatim speech format)
Create 5 to 7 slides in the beginning which will be presented. Those will be a summary of the whole presentation.
