Topic: QUESTION AND CASE STUDY

 

The purpose of this assignment is to allow you an opportunity to demonstrate your ability to apply theory in practice through the development and justification of culturally appropriate marketing for a specific scenario.

 

Learning Outcomes

 

Knowledge and Understanding

a)   Understand the key concepts of culture and evaluate critically the impact of these on markets, marketing decisions and marketing management.

 

Subject Specific skills

c)   Demonstrate effective use of knowledge about the ways culture and cultural assumptions shape marketing in proposing marketing approaches and solutions

 

d)   Formulate and justify a marketing programme based upon an understanding and application of cultural variables.

 

Key Skills 

e)   Work with cultural awareness and sensitivity when dealing with cross-cultural issues and situations.

 

f)    Apply theory to practice and communicate this effectively both verbally and in writing.

 

g)   Locate and make critical use of academic literature in making and justifying marketing decisions

 

Task  Read the attached information about Bowers and Wilkins (B&W) Zeppelin iPod docks and then, using business and market reports as well as academic sources, prepare a marketing report that covers the following questions:   To what extent are B&W Zeppelin iPod docks culture bound or culture free products?   Through what type of retailers would you expect B&W to sell their Zeppelin docks? Would this vary in different countries? Why? Give examples from different countries.   How, if at all, might the promotional video for Zeppelin Air need to be adapted for different cultural markets? Give examples with your reasoning.   Where would you place B&W Zeppelin iPod docks on the Glocalisation continuum? Give your reasoning.

Mode of working

This is an individual assignment. The University of Northampton policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.

Format for the submitted work

The work must be submitted in academic essay format which addresses the task clearly. The word limit for this assignment is 3000 words. Harvard referencing must be used throughout.

Hand-in procedure

Please follow The University of Northampton policy regarding the handing in of assignments and ensure that your assignment is handed in on time and that you retain a copy of the assignment for yourself together with the receipt.

In addition to the hard copy submission you must upload an electronic copy of your assignment to Turnitin. This is done via the module’s NILE site.

Assessment criteria

Please consult Section 5 ‘Being assessed’ in your Postgraduate Handbook for general information on assessment at The University of Northampton.

In order to gain a good grade for this assignment at this level you are expected to pay attention to the following:

Structure and clarity of expression

At this level, assignments should show a clear and logical organisation of the material, and are expected to focus clearly on the task set. Structure and language are expected to be used effectively in order to communicate your ideas clearly.

Content and understanding

You are expected to make use of skills and knowledge developed in this module and in particular through your wider reading in addressing the task set.

Analysis/Evaluation

Evidence of analysis and evaluation is fundamental to success at this level. The critical application of relevant analytical frameworks is required – purely descriptive work is likely to fail.

Reading/Research and Referencing

At this level it is expected that a substantial amount of wider reading (including but not restricted to academic journal articles) will be carried out to inform your work.