IMPACT OF CULTURE ON GLOBAL MARKETING – J.
SEBASTIAN BETANCOURT
Rubric - MEMO – IMPACT OF CULTURE ON GLOBAL MARKETING
Course ILOS
Understand and analyze the concepts
of international business and
application of culture to its
performance. Provide different ideas
and argument that promote
international business considering it´s
complexities and obstacles. Develop
advance research skills by consulting
bibliographic sources and contrast
strategic models of analysis of
international business.
Understand the importance of different
international business factors,
Globalization, entry modes, culture,
COO effect, brand awareness and
Hofstede’s dimensions, among others.
Analyze the organizational reality
through the development of
conclusions by contrasting the theories
or organizational reality
Understand that the process of
expanding an international business,
consist in an intricate plan and structure
that must consider the different
characteristics and requirements for
different markets. Develop different
strategies that fit each potential
customer, under cultural differences,
language and traditions under the
company’s vision and mission to
expand worldwide.
Develop reading, writing, and speaking
skill in English and Spanish language
through the development of essays and
case studies that illustrate topics in
international business. Develop the
ability to do their work with quality,
efficiency, and effectiveness.
EICEA 2020
Performance Rating
ILOS Criteria % Needs urgent help Needs more effort It needs just a little Great Job, You did it
0.0 – 2.0 2.1 – 3.0 3.1 – 4.0 4.1 – 5.0
ILO05: Understanding *Presents definitions of concepts *Presents ideas related to the concepts Globalization, entry
principles and concepts *The conceptual elements included providing *Presents general ideas from related to Globalization, entry modes, modes, culture, COO effect, brand awareness and
administration support for the memorandum does not information reviewed in the class culture, COO effect, brand awareness Hofstede’s dimensions in the glossary, that support the
respond to the issues Globalization, entry sessions, integrates issues of and Hofstede’s dimensions in the development of the memorandum.
ILO01: Global vision: modes, culture, COO effect, brand Globalization, entry modes, culture, glossary, in the glossary.
Understand multicultural awareness and Hofstede’s dimensions in the COO effect, brand awareness and *The ideas presented are accurate, clear, they relate to
environments in local and glossary. Hofstede’s dimensions in the glossary, *Building ideas are general and each other and generate interest in the reader.
global contexts. Content 20% by subtracting conceptual support the specific, are based exclusively on the
*The memorandum has information that is development of the memorandum. theoretical sources consulted. Ideas *Evidence Referencing use of standards for both the
ILO07: Applies technical not relevant to provide conceptual support for require a greater relationship between information presented to the resources used (diagrams,
skills associated with *The memorandum includes the pictures, maps). that support the ideas presented in each
the memorandum. concepts.
transactions that cross
bibliography at the end of the of the topics.
borders, and also
*The memorandum does not have APA document. It was not used of quotations *Use the citation norms in a proper way
understands and solves
issues related to the citation references. in the proper way. and include the bibliography at the end *Integrates the thematic information seen in the class and
internationalization of of the document. integrates it with the theoretical sources consulted.
companies and
commerce.
*Questions bear no relation to any *Questions lead to basic and superficial *Questions are consistent with the *The questions asked to have a direct and broad
ILO08: International information covered in class. answers. They need to be structured in topics covered in class. relationship with the topics seen in class and present
business plan: Develops line with the topics covered in the thematic associated with the ideas built to support the
and applies Quality of the *The thread that defines the questions are functional areas. *Framing configuration questions are memorandum.
20%
entrepreneurial spirit and questions not made explicit. articulated by a general thread is
creative thinking to *You need to make explicit the thread required to work on questions that *The elaborate guiding questions are articulated by a
business plans of both *Distracting questions regarding concepts that allows the relationship between consider specific elements associated guiding thread that guides the structure of the
established and and structure of the memorandum. questions. with the themes presented memorandum.
developing companies.
*The conclusions section is structured *The conclusions section summarizes the information
*The conclusions presented show clear
from superficial statements that do not presented in the final delivery of the memorandum.
evidence of the work done, but not of all
account for all the functional areas
*The work does not present any type of the areas studied.
ILO02 studied. *The conclusions are good evidence of the work done in
Quality of the conclusion or final analysis on the aspects
10% each of the functional areas studied.
conclusions found in the company in the different *It requires the integration of the
Critical thinking *It is necessary to make explicit the
functional areas studied. contributions and positions of the
evidence of the work done in all the *The contributions and positions of the students regarding
students regarding the theme worked in
studied areas integrating the student's the theme worked on the memorandum are integrated into
the memorandum.
position on the course themes the conclusions.
It does Not integrate innovative tools within Partially integrates into the It integrates, within the memorandum,
the memorandum that impact quality in terms memorandum innovative tools that innovative tools that impact quality in Integrate within the memorandum innovative tools that
Creativity 15% of presentation, image, sound, and impact quality in terms of presentation, terms of presentation, image, sound, impact quality in terms of presentation, image, sound, and
memorandum methodology.(WORD image, sound, and memorandum and memorandum methodology. memorandum methodology. .(WORD CLOUD)
CLOUD) methodology. .(WORD CLOUD) .(WORD CLOUD)
AE ILO08:
Communication
There are problems with at least three The quality of edition, sound, image among other audio-
All elements such as editing, sound, image,
of the elements considered of the At least one of the audio-visual visual elements are outstanding, it contributes greatly to
Audio-visual and thematic order, are bad, do not allow to
15% audio-visual resources. Poor quality to elements presents a problem, complement the work done. Generally excellent
resources clearly show the work done for its poor
show the performance of a good job. damaging the quality of the work comparative focus with the class background. .(WORD
quality. .(WORD CLOUD)
.(WORD CLOUD) presented. Generally good CLOUD)
1
IMPACT OF CULTURE ON GLOBAL MARKETING – J. SEBASTIAN BETANCOURT EICEA 2020
comparative focus with the class
background. .(WORD CLOUD)

Deliver the
Develop in the student the ability to memorandum The memorandum was delivered late The memorandum was delivered late,
ILO03 The memorandum was delivered in a timely manner, fully
work in a team, assume challenges and on time and The memorandum was not delivered at the and without meeting the parameters fully complying with the parameters and
20% complying with the parameters and format established for
be efficient and effective when include the agreed time and date. and format established. .(WORD format established for delivery.
Teamwork delivery. .(WORD CLOUD)
developing commitments. agreed CLOUD) .(WORD CLOUD)
parameters

2
IMPACT OF CULTURE ON GLOBAL MARKETING – J. SEBASTIAN BETANCOURT EICEA 2020
Rubric – CASE STUDY - IMPACT OF CULTURE ON GLOBAL MARKETING
Performance Rating

Course ILOS ILOS Criteria % Needs urgent help Needs more effort It needs just a little Great Job, You did it

0.0 – 2.0 2.1 – 3.0 3.1 – 4.0 4.1 – 5.0

Understand and analyze the concepts
of international business and
application of culture to its
performance. Provide different ideas
and argument that promote
international business considering it´s
complexities and obstacles. Develop
advance research skills by consulting
bibliographic sources and contrast
strategic models of analysis of
international business.
Understand the importance of different
international business factors,
Globalization, entry modes, culture,
COO effect, brand awareness and
Hofstede’s dimensions, among others.
Analyze the organizational reality
through the development
conclusions by contrasting the theories
or organizational reality
ILO05: Understanding *Presents definitions of concepts *Presents ideas related to the concepts Globalization, entry
principles and concepts *Presents general ideas from related to Globalization, entry modes, modes, culture, COO effect, brand awareness and
*The conceptual elements included providing
administration information reviewed in the class culture, COO effect, brand awareness Hofstede’s dimensions in the glossary, that support the
support for the case study does not respond
sessions, integrates issues of and Hofstede’s dimensions in the development of the case study.
to the issues Globalization, entry modes,
ILO01: Global vision: Globalization, entry modes, culture, glossary, in the glossary.
Understand multicultural culture, COO effect, brand awareness and
COO effect, brand awareness and *The ideas presented are accurate, clear, they relate to
environments in local and Hofstede’s dimensions in the glossary.
Hofstede’s dimensions in the glossary, *Building ideas are general and each other and generate interest in the reader.
global contexts. Content 20% by subtracting conceptual support the specific, are based exclusively on the
*The case study has information that is not
development of the case study. theoretical sources consulted. Ideas *Evidence Referencing use of standards for both the
ILO07: Applies technical relevant to provide conceptual support for the
require a greater relationship between information presented to the resources used (diagrams,
skills associated with case study.
*The case study includes the concepts. pictures, maps). that support the ideas presented in each
transactions that cross
bibliography at the end of the of the topics.
borders, and also *The case study does not have APA citation
document. It was not used of quotations *Use the citation norms in a proper way
understands and solves references.
issues related to the in the proper way. and include the bibliography at the end *Integrates the thematic information seen in the class and
internationalization of of the document. integrates it with the theoretical sources consulted.
companies and
commerce.
*Questions bear no relation toany *Questions lead to basic and superficial *Questions are consistent with the
*The questions asked to have a direct and broad
ILO08: International information covered in class. answers. They need to be structured in topics covered in class.
relationship with the topics seen in class and present
business plan: Develops line with the topics covered in the
thematic associated with the ideas built to support the case
and applies Quality of the *The thread that defines the questions are functional areas. *Framing configuration questions are
20% study.
entrepreneurial spirit and questions not made explicit. articulated by a general thread is
creative thinking to *You need to make explicit the thread required to work on questions that
of *The elaborate guiding questions are articulated by a
business plans of both *Distracting questions regarding concepts that allows the relationship between consider specific elements associated
established and guiding thread that guides the structure of the case study.
and structure of the case study. questions. with the themes presented
developing companies.

Understand that the process of

expanding an international business,
consist in an intricate plan and structure
that must consider the different
characteristics and requirements for
different markets. Develop different
strategies that fit each potential
customer, under cultural differences,
language and traditions under the
company’s vision and mission to
expand worldwide.
*The conclusions section is structured *The conclusions section summarizes the information
*The conclusions presented show clear
from superficial statements that do not presented in the final delivery of the case study.
evidence of the work done, but not of all
account for all the functional areas
*The work does not present any type of the areas studied.
ILO02 studied. *The conclusions are good evidence of the work done in
Quality of the conclusion or final analysis on the aspects
10% each of the functional areas studied.
conclusions found in the company in the different *It requires the integration of the
Critical thinking *It is necessary to make explicit the
functional areas studied. contributions and positions of the
evidence of the work done in all the *The contributions and positions of the students regarding
students regarding the theme worked in
studied areas integrating the student's the theme worked on the case study are integrated into the
the case study.
position on the course themes conclusions.

It does Not integrate innovative tools within
the case study that impact quality in terms of
Creativity 15%
Develop reading, writing, and speaking presentation, image, sound, and case study
skill in English and Spanish language methodology.
through the development of essays and
AE ILO08:
case studies that illustrate topics in
Communication
international business. Develop the All elements such as editing, sound, image,
ability to do their work with quality, Audio-visual and thematic order, are bad, do not allow to
15%
efficiency, and effectiveness. resources clearly show the work done for its poor
quality.
Partially integrates into the case study
innovative tools that impact quality in
terms of presentation, image, sound,
and case study methodology.
There are problems with at least three
of the elements considered of the
audio-visual resources. Poor quality to
show the performance of a good job.
It integrates, within the case study,
Integrate within the case study innovative tools that impact
innovative tools that impact quality in
quality in terms of presentation, image, sound, and case
terms of presentation, image, sound,
study methodology.
and case study methodology.
At least one of the audio-visual
elements presents a problem, The quality of edition, sound, image among other audio-
damaging the quality of the work visual elements are outstanding, it contributes greatly to
presented. Generally good complement the work done. Generally excellent
comparative focus with the class comparative focus with the class background
background

3
IMPACT OF CULTURE ON GLOBAL MARKETING – J. SEBASTIAN BETANCOURT EICEA 2020
Deliver the
Develop in the student the ability to case study on
ILO03 The case study was delivered late and The case study was delivered late, fully The case study was delivered in a timely manner, fully
work in a team, assume challenges and time and The case study was not delivered at the
20% without meeting the parameters and complying with the parameters and complying with the parameters and format established for
be efficient and effective when include the agreed time and date.
Teamwork format established. format established for delivery. delivery.
developing commitments. agreed
parameters

4
IMPACT OF CULTURE ON GLOBAL MARKETING – J. SEBASTIAN BETANCOURT EICEA 2020
Rubric – Final Research Project - IMPACT OF CULTURE ON GLOBAL MARKETING
Performance Rating

Course ILOS ILOS Criteria % Needs urgent help Needs more effort It needs just a little Great Job, You did it

0.0 – 2.0 2.1 – 3.0 3.1 – 4.0 4.1 – 5.0

Understand and analyze the concepts
of international business and
application of culture to its
performance. Provide different ideas
and argument that promote
international business considering it´s
complexities and obstacles. Develop
advance research skills by consulting
bibliographic sources and contrast
strategic models of analysis of
international business.
Understand the importance of different
international business factors,
Globalization, entry modes, culture,
COO effect, brand awareness and
Hofstede’s dimensions, among others.
Analyze the organizational reality
through the development of
conclusions by contrasting the theories
or organizational reality
ILO05: Understanding *Presents definitions of concepts *Presents ideas related to the concepts Globalization, entry
principles and concepts *The conceptual elements included providing *Presents general ideas from related to Globalization, entry modes, modes, culture, COO effect, brand awareness and
administration support for the Research project does not information reviewed in the class culture, COO effect, brand awareness Hofstede’s dimensions in the glossary, that support the
respond to the issues Globalization, entry sessions, integrates issues of and Hofstede’s dimensions in the development of the Research project.
ILO01: Global vision: modes, culture, COO effect, brand Globalization, entry modes, culture, glossary, in the glossary.
Understand multicultural awareness and Hofstede’s dimensions in the COO effect, brand awareness and *The ideas presented are accurate, clear, they relate to
environments in local and glossary. Hofstede’s dimensions in the glossary, *Building ideas are general and each other and generate interest in the reader.
global contexts. Content 20% by subtracting conceptual support the specific, are based exclusively on the
*The Research project has information that is development of the Research project. theoretical sources consulted. Ideas *Evidence Referencing use of standards for both the
ILO07: Applies technical not relevant to provide conceptual support for require a greater relationship between information presented to the resources used (diagrams,
skills associated with *The Research project includes the pictures, maps). that support the ideas presented in each
the document. concepts.
transactions that cross
bibliography at the end of the of the topics.
borders, and also
*The Research project does not have APA document. It was not used of quotations *Use the citation norms in a proper way
understands and solves
issues related to the citation references. in the proper way. and include the bibliography at the end *Integrates the thematic information seen in the class and
internationalization of of the document. integrates it with the theoretical sources consulted.
companies and
commerce.
*Questions bear no relation to any *Questions lead to basic and superficial *Questions are consistent with the *The questions asked to have a direct and broad
ILO08: International information covered in class. answers. They need to be structured in topics covered in class. relationship with the topics seen in class and present
business plan: Develops line with the topics covered in the thematic associated with the ideas built to support the
and applies Quality of the *The thread that defines the questions are functional areas. *Framing configuration questions are Research project.
20%
entrepreneurial spirit and questions not made explicit. articulated by a general thread is
creative thinking to *You need to make explicit the thread required to work on questions that *The elaborate guiding questions are articulated by a
business plans of both *Distracting questions regarding concepts that allows the relationship between consider specific elements associated guiding thread that guides the structure of the Research
established and and structure of the Research project. questions. with the themes presented project.
developing companies.

Understand that the process of

expanding an international business,
consist in an intricate plan and structure
that must consider the different
characteristics and requirements for
different markets. Develop different
strategies that fit each potential
customer, under cultural differences,
language and traditions under the
company’s vision and mission to
expand worldwide.
*The conclusions section is structured *The conclusions section summarizes the information
*The conclusions presented show clear
from superficial statements that do not presented in the final delivery of the Research project.
evidence of the work done, but not of all
account for all the functional areas
*The work does not present any type of the areas studied.
ILO02 studied. *The conclusions are good evidence of the work done in
Quality of the conclusion or final analysis on the aspects
10% each of the functional areas studied.
conclusions found in the company in the different *It requires the integration of the
Critical thinking *It is necessary to make explicit the
functional areas studied. contributions and positions of the
evidence of the work done in all the *The contributions and positions of the students regarding
students regarding the theme worked in
studied areas integrating the student's the theme worked on the Research project are integrated
the Research project.
position on the course themes into the conclusions.

It does Not integrate innovative tools within
the Research project that impact quality in
Creativity 15%
Develop reading, writing, and speaking terms of presentation, image, sound, and
skill in English and Spanish language methodology.
through the development of essays and
AE ILO08:
case studies that illustrate topics in
Communication
international business. Develop the All elements such as editing, sound, image,
ability to do their work with quality, Audio-visual and thematic order, are bad, do not allow to
15%
efficiency, and effectiveness. resources clearly show the work done for its poor
quality.
Partially integrates into the Research
project innovative tools that impact
quality in terms of presentation, image,
sound, and t methodology.
There are problems with at least three
of the elements considered of the
audio-visual resources. Poor quality to
show the performance of a good job.
It integrates, within the Research
Integrate within the Research project innovative tools that
project, innovative tools that impact
impact quality in terms of presentation, image, sound, and
quality in terms of presentation, image,
methodology.
sound, and methodology.
At least one of the audio-visual
elements presents a problem, The quality of edition, sound, image among other audio-
damaging the quality of the work visual elements are outstanding, it contributes greatly to
presented. Generally good complement the work done. Generally excellent
comparative focus with the class comparative focus with the class background
background

5
IMPACT OF CULTURE ON GLOBAL MARKETING – J. SEBASTIAN BETANCOURT EICEA 2020
Deliver the
Research
Develop in the student the ability to The Research project was delivered
ILO03 project on The Research project was delivered The Research project was delivered in a timely manner,
work in a team, assume challenges and The Research project was not delivered at late, fully complying with the
time and 20% late and without meeting the fully complying with the parameters and format established
be efficient and effective when the agreed time and date. parameters and format established for
Teamwork include the parameters and format established. for delivery.
developing commitments. delivery.
agreed
parameters