MKT6034 Assessment Brief
Module Title: Cross-Cultural Consumer Behaviour
Module Code: Mkt6034
Issue Date: May 2026
Assessment Date: June 27, 2026
Learning Outcomes
On completion of this assignment, students should be able to demonstrate their ability to:
- Demonstrate an in-depth analysis of key factors influencing consumer behaviour across cultures.
- Critically analyse the impact of consumer differences on marketing decisions across cultures and international markets
Transferable Skills
This assessment will assist in development of the following transferable skills:
Transferable Skill 1: Critical thinking and problem solving
- You will learn to think critically about the factors that influence consumers’ decisions across cultures and developing feasible marketing solutions in light of academic literature.
Transferable Skill 2: Research and Analysis
- This module will help develop your research and analysis skills as the assessment requires extensive independent research to better understand the influence of culture on psychological and sociological factors that may influence consumers.
Transferable Skill 3: Presentation skills
The assessment involves written and verbal communication so this skill will be developed through articulating and concisely developing well-structured arguments.
Transferable Skill 4: Teamwork
- Each week you will take part in small group discussions and activities. This will help you develop further the teamwork skills you have acquired throughout your course.
Transferable Skill 5: Commercial Acumen
- The assessment and weekly activities will require you to apply consumer behaviour concepts and theories to real organisations and markets and propose solutions to business problems.
Summative Assessment Overview
Type of assessment [100% coursework – A2 poster with a voiceover presentation]
The poster will need to be submitted as a PowerPoint file with a single slide with a voiceover presentation lasting between 15 and 20 minutes. There can be an additional slide containing the reference list.
This assessment will assess LOs: 1 and 2
Scenario
To prepare for your poster, you will need to address the following tasks:
In the first instance, you will need to select a brand from a product or service sector of your choice (For instance, Food/Beverage, Clothing/Footwear, Skin Care/Cosmetics, Restaurants, Leisure/Entertainment, etc.). Your choice could range from a small independent organisation currently targeting a small niche market to a global brand targeting multiple markets, nationally and/or internationally.
- The brand should be briefly introduced.
Required Tasks
Task 1 [Learning Outcome 1]:
Select ONE market where the brand does not currently operate. This market must be culturally different from the brand’s home market. Discuss the basis on which this market is classified as culturally different. [10%]
Task 2 [Learning Outcome 1]:
Considering any cultural differences, discuss in depth the relevant individual, psychological AND sociological factors that may influence the chosen market’s decision-making process when purchasing your brand’s products [50%]
Task 3 [Learning Outcome 2]:
Given the preceding findings and assuming the brand wishes to enter this market, recommend the key marketing decisions that would be suitable for the market. [30%]
Marks are also allocated for the poster’s design, use of academic writing, quality of voiceover presentation, and referencing. [10%]
Marking
Marking is completed using the marking grid provided at the end of this document. The detailed marking scheme identifies what percentage each LO contributes to the overall grade.
Learning Outcome 1: Criterion 1 (10%) & 2 (50%)
Learning Outcome 2: Criterion 3 (30%)
Format (10%)
Formative Assessment
Formative assessment is given through regular feedback designed to help you improve your work. This form of assessment does not contribute towards your grade. For this module, feedback on weekly class activities constitutes formative feedback.
Penalties for late submission
At time of publication the rules regarding late submission of work are:
- Assessments submitted up to 1 hour after the published deadline will receive no penalty.
- Assessments submitted between one and 24 hours after the published deadline will be reduced by 5% of the actual mark given by the tutor.
- Assessments submitted between 24 hours and five working days after the published deadline will be reduced by 10% of the actual mark given by the tutor.
- Work submitted more than five working days after the published deadline will not be marked and the student will be deemed to have failed an attempt at the assessment.
If a student has a support statement specifying additional time to complete coursework, the penalties will only apply from the alternative deadline provided by the statement.
Importance of Taking Assessments
It is important that you complete your assessment, otherwise it is classed as a failed attempt (unless you have made a successful EC claim relating to Extenuating Circumstances).
If you fail any of your modules you will have to re-take it, although there are limits on the number of times that you can re-take and you may even have to re-study a module you have failed. Having to re-sit or re-study modules means that your workload will be increased and you will be putting yourself under more pressure. You may even be liable to incur more fees if you are required to re-study a module.
The university does appreciate that there are times when you may be unable to take an assessment due to circumstances outside your control such as illness. If this is the case you need to make a formal claim for an extension or deferral, as without this you are expected to submit within the standard guidelines.
No tutor, module leader or course leader can grant any form of extension to the published deadlines – this is done by a separate team within the university to ensure consistency and fairness for all. For full guidance on what constitutes an exceptional circumstance and how to make a claim, please visit the Extenuating Circumstances page on iCity; you can also contact the Student Support Team for help.
Plagiarism
- You are reminded of the University’s Disciplinary Procedures that refer to plagiarism. A copy of the Disciplinary Procedure is available from iCity. Except where the assessment of an assignment is group based, the final piece of work that is submitted must be your own work. Close similarity between assignments is likely to lead to an investigation for cheating. You must also ensure that you acknowledge all sources you have used. Submissions that are considered to be the result of collusion or plagiarism will be dealt with under the University’s Disciplinary Procedures, and the penalty may involve the loss of academic credits. If you have any doubts about the extent to which you are allowed to collaborate with your colleagues, or the conventions for acknowledging the sources you have used, you should first of all consult module documentation and, if still unclear, your tutor.
- Please note that submissions are run through Turnitin to check for plagiarism, this includes a ChatGP and AI detection software.
- If you have a Support Summary that tutors must take account of when marking your work, please check the appropriate box on the coversheet. Contact the Enablement and Wellbeing team for further advice if required https://icity.bcu.ac.uk/student-affairs/health-and-wellbeing/mental-health-and-wellbeing
- If there is something outside your control that is affecting your ability to complete an assessment or has affected your performance in an assessment, then you can make a claim for extenuating circumstances: https://icity.bcu.ac.uk/student-affairs/appeals-and-resolutions/extenuating-circumstances-procedure
- If you are experiencing problems, you should contact Student Affairs staff via https://icity.bcu.ac.uk/essentials/support
Additional Information about Electronic Submission
All work submitted electronically needs to be submitted in accordance with the following guidelines:
- Submission means that a correctly formatted electronic copy has been submitted in the correct method via Moodle, by the deadline set. Failure to do so may result in a mark of zero being awarded.
- Your work must be submitted via Moodle – please refer to the Module Moodle site for further details on where to upload your work.
- It is your responsibility to ensure that your work is successfully submitted. You will receive an email receipt confirming your submission. Please check this and keep it for your reference.
- Your poster should be submitted in Microsoft POWERPOINT
- Submissions using file formats other than those listed above may affect your work being marked, and the feedback you may receive.
- The work you submit must not be password protected.
- Work sent via other methods such as email will not be accepted.
- You must retain an electronic copy of your work. Failure to produce a copy on request will result in a mark of zero for the assessment task.
- You can use the Turnitin at BCU Moodle page to learn more about software that assists in detecting collusion and plagiarism. On this page you can upload a draft of your work to view a Turnitin Originality Report.
MKT6034 Assessment Mark Scheme
This is the marking scheme your tutors will use when marking your assessment.
This assessment addresses the following learning outcomes
| Criterion* | 0-39%
Fail |
40-49%
Third |
50-59%
2:2 |
60-69%
2:1 |
70-79%
First |
80-100%
First |
| 1. Selection and discussion of a culturally different market.
(10% of grade)
[LO1] |
The work demonstrates a poor understanding of cross-cultural theory. Some evidence documented but it may lack detail or be inaccurately applied.
Significant gaps in theory apparent and the conceptual basis of the work may be questionable.
|
The work demonstrates a weak understanding of key concepts and frameworks with little or no application.
The process is not always clear or logical and there are clear gaps in understanding the fundamentals. Some evidence has been documented, but it tends to be generic and lack the detail/quality required. |
The work demonstrates a reasonable understanding of key concepts and frameworks from the literature and limited application or applied somewhat appropriately to the chosen markets.
There is a reasonable attempt to structure the work but understanding of fundamental aspects of the cultural differences is sometimes vague in places. |
The work demonstrates a good understanding of key concepts and frameworks from the literature which have been applied appropriately to the chosen markets.
There is a clear process which is logical and reflects key aspects of cultural differences. |
The work demonstrates an excellent understanding of key concepts and frameworks from the literature which have been applied appropriately to the chosen market.
There is a clear and explicit process which is logical and reflects key aspects of cultural differences. |
In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out. |
| 2. Considering cultural differences, in-depth discussion of relevant individual, psychological and sociological factors that may influence the chosen market’s decision-making process
(50% of grade)
[LO1] |
There is a poor attempt to identify theory and analyse the evidence.
The work suffers from little or no analysis of theory. Highly descriptive, generic, and vague with many errors and gaps. Little or no research demonstrated. Little or no evidence discussed. Entirely derivative, generally superficial. |
There is a weak attempt to identify theory and analyse the evidence.
Use of theory limited to descriptive accounts, not applied in context and/or the evidence superficially examined. Some illustrative material, but superficial/assumptive and not critically evaluated or integrated logically into the discussion.
|
There has been a reasonable attempt to identify theory and analyse the evidence, but the work is generally descriptive rather than analytical.
Reasonable level of detail and mostly relevant information discussed. Some points illustrated with relevant evidence. |
There is a good level of critical analysis of theory that provides some unique insights into cross-cultural consumer behaviour.
Good level of detail and relevant information discussed. Most points illustrated with relevant evidence. |
Theory and evidence have been documented and critically examined from different perspectives to produce an excellent account of influencing factors on consumer behaviour.
Cross-cultural factors examined very well giving interesting and unique insights that provide a very good basis for recommendations. Detailed, accurate, relevant, key points highlighted. |
In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.
|
| 3. Recommendations for key marketing decisions in chosen market
(30% of grade)
[LO2] |
Poor or no attempt at developing proposals for the brand.
Recommendations lack proper justifications or evidence to support them, and the reader is left unconvinced that the end consumers’ behaviour would be influenced. |
Weak attempt at developing proposals for the brand. Some of the recommendations are questionable based on the evidence provided or are basic and descriptive.
The justifications are not convincing or linked to earlier analysis of cross-cultural and/or influencing factors. |
Reasonable attempt at developing proposals for the brand. Some suggestions are based on the evidence and analysis.
Some of the justification is not convincing or linked to earlier analysis of cross-cultural and/or influencing factors. |
Good attempt at developing proposals for the brand that are based mostly on the evidence and analysis although some aspects are not convincing.
Overall, a good attempt has been made at recommendations that are appropriate for the organisation. |
Excellent attempt at developing proposals for the brand that follow logically from the evidence and analysis and presented convincingly.
There are a number of different recommendations which are appropriate to the organisation and convincingly justified to influence the end consumers’ behaviour. . |
In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out.
|
| 4. Poster criteria – layout, design, language, voiceover, referencing
(10% of grade)
[LO’s 1, 2] |
Poor attempt to structure the poster.
The poster is not presented in an acceptable manner. Unprofessional use of vocabulary and grammar. The voiceover is not clear or may be absent. The voiceover does not contain sufficient detail, or addresses the tasks and is generally superficial, vague, and descriptive. Timing of the voiceover may not be appropriate. Referencing not in line with Harvard style. |
Weak attempt to structure the poster.
Little attention paid to the presentation of the poster. The work needed proof reading as weak standards of vocabulary and grammar make comprehension difficult. The voiceover is not always clear, confident and engaging. The voiceover does not contain sufficient detail and/or the work is very descriptive. Timing of the voiceover may not be appropriate. Referencing not in line with Harvard style. |
The poster is reasonably structured in a somewhat logical manner and presented to a reasonable standard.
Acceptable standards of vocabulary and grammar to communicate ideas. The voiceover may not always be clear or may not be confident and engaging. The voiceover does not contain sufficient detail and/or does not demonstrate critical analysis. Timing of the voiceover may be somewhat appropriate. Referencing partially in line with Harvard style. |
The poster is well-structured in a logical manner and presented to a good standard.
Good standards of vocabulary and grammar but some errors are apparent. The voiceover is mainly clear and confident and contains a good level of detail. There is some evidence of critical analysis of the given tasks and timing is appropriate. Referencing in line with Harvard style though there may be exceptions. |
The poster is very well-structured and well-designed.
Excellent standards of vocabulary and grammar leading to effective communication. The voiceover is very clear, confident, and engaging. The voiceover contains an excellent level of detail, demonstrates critical analysis of the given tasks, and is timed well. Referencing is in accordance with Harvard style. |
In addition to meeting the marking criteria for a 70-79% grade, the work demonstrates an outstanding level of academic understanding, commercial awareness and professionalism that makes it stand out. |
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