Marketing across Cultures

Your task

1. To identify, discuss and explain the key perspectives of three key traditional CCA techniques (30%). This section requires you to review and discuss critically the classic CCA techniques such as Hofstede, Hall and Hall, Wills et al, etc. Analyse the perspectives from which these different techniques approach the issue of culture and marketing.
2. To critically evaluate, compare and contrast these key perspectives, and highlight which approach would best suit the case study of your choice (30%). Here you should seek to identify what key differences in approach are evident. Reference to additional writer and journal article views and findings is crucial. (I expect a minimum of 12 references to be used throughout the assignment, all from journal articles and quality textbooks).
3. An applied Cross-Cultural Analysis: having selecting a cross-cultural analysis in point 2, demonstrate your understanding of the social and cultural differences between the two culturally different countries you have chosen (40%). All views put forward must be justified via the use of academic writings, from books and journal articles etc.