Standardisation vs.

Adaptation

Final Project
English for intercultural negotiation
 GROUP ACTIVITY
Cooperation as an academic and
profesional competence (3-5)

One grade per group

1. Oral presentation
2. Written report
Group activity about the marketing mix of a (new or
existing) product/service or business idea when
entering a new overseas market.

The organisation wants to enter an overseas market very different from

its home market. Choosing a market (country) will be the first task.

Should you adopt a standardization or adaptation strategy?

Discuss how you would apply the strategy to each of the Ps of the
marketing mix and justify your decisions on the information you have
about the market, sector, competitors, economic context, etc.
 Steps
1. Group (as diverse as possible)
2. Choosing product/business
3. Choosing market
4. Prepare presentation
5. Elaborate report
 Presentation (10%)
12-15 minutes

 If the presentation does not adapt to the allotted time

(more than 3 minutes shorter or longer), you will be
penalized

 All participants need to talk for approximately the

same amount of time

 You need to upload a presentation script or visual

 Presentation tips
DO DON’T
• Bring an elegant, easy-to-the- • Sit during the presentation
eye visual aid • Read your notes through the
• Interact with the audience entire presentation
• Use appropriate body language • Speak during your classmates’
• Stand up during the presentations
presentation • Use COMICS SANS MS
• Control the time
 Assessment rubric
Linguistic correction 0 5 10 15 20 25
0 points 1 points 2 points 3 points 4 points 5 points

Delivery 0 5 10 15 20 25
0 points 1 points 2 points 3 points 4 points 5 points

Visual aids 0 5 10 15 20 25
0 points 1 points 2 points 3 points 4 points 5 points

Content: sound 0 5 10 15 20 25
argument 0 points 1 points 2 points 3 points 4 points 5 points
 Report (15%)
 Use appropriate language and formal, academic style. Consider
inclusive language as an option!

 The recommended length of the report is 5 pages.

All bibliographical references should be explicitly mentioned and

they should comply to a standard norm that you need to make explicit
(APA for example).

 Whichever system you use, please write the full name of the author,
to visibilize gender.

Any extra information should be included as an annex at the end of

the report.
 STRUCTURE OF REPORT
TITLE PAGE:
Name of product/service; New market; Name of group
members; Date

INTRODUCTION:
Explain the reasons for your choice and give any necessary
background information about the company and the product as
well as the choice of the new market, comparing cultures in
both markets. You should also include an explanation of the
BODY: THE STRATEGY ACROSS THE MARKETING MIX
• PRODUCT: Detailed and informed description (product concept, key
features, physical characteristics, information about the brand, ...).
• PRICE: Reasons for the recommended price (or prices) for
intermediaries and/or the final consumer as well as any discounts or
special launch offer.
• PLACE: Distribution channel and the reasons for it.
• PROMOTION: Proposals for the launch (advertising, public relations,
personal selling, sales promotion, direct marketing, …).
CONCLUSION
BIBLIOGRAPHY (Specify the system, i.e. APA, MLA, …)
ANNEX* (if any)
 Assessment rubric
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crit
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Structure Incorrect Incomplete/ messy Perfect

0 5 10
Writing style Difficult to read Poor Good Professional
0 12 24 35
Content Incoherent Few data Good Excellent
0 12 24 35
Format Unprofessional Some errors Appropriate
0 5 10
Bibliography Poor Good Perfect
0 5 10
Assessment rubric
 Deadline
Presentation Report
7 December 14 December
• In class • Upload a file (only one
• Upload a file with visual per group)
aids (only one per group)
 Groups
1
2
3
4
5
6