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Marketing across Cultures
Seminar week 3
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Marketing across Cultures
Seminar week 3 Agenda
• Student feedback on seminar activity week 2
• Group exercise on Cross-cultural analysis approaches – in context
• Discussion on CW1 progress to date and key support documents
• Seminar task/homework week 3
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Last week’s homework – feedback in class
1. From Doole and Lowe Chapter 3 read about “the components of culture.”
2. Using your chosen home and destination countries/cultures, try to identify two key
differences between them for each of these components (see above).
3. Feedback via a prepared PowerPoint slide for next week.
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Work in study groups where students have made similar
country/culture selections, applying one of the cross-country analysis
models introduced in the lecture (one per group).
• Hall and Hall (1987)
• Hofstede (1984,1994)
• Wills et al (1991)
• Trompenaars (1997)
• Lewis (1992)
Present back to the class:
• overview of the one CCA approach that you used (if possible also
compare it against another model; e.g. Hofstede vs Trompenaars;
Hall & Hall vs Wills)
• using your chosen CCA approach – a brief outline of the key
differentials identified when applied to your selected countries
Group exercise 1 (30 minutes work)
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See Course Resources/Study Materials/Journal Articles:
• Wu 2006
• Orr-Hauser 2008
• Minkov 2017
• Eringa et al 2015
• El-Azez 2010
• Literature Review
Documents to support you on CW1
See Course Resources/Study Materials/Assignment Documentation:
• CW1 rubric/marking scheme
• CW1 “fit to submit.”
• Assignment brief
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• Begin/continue working on CW1 (the mini-literature review)
• By now you should have familiarised yourself with the classic Cross-cultural
analysis (CCA) techniques and be progressing with your critical evaluation
(task 1)
• You should now also be beginning to compare and contrast the different CCA
approaches – what key differences are apparent (task 2)?
• Apart from the journal articles provided, what sources have you researched
and how are they influencing your work?
• Be ready to discuss your work next week
Homework for next week
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