Consumer Behaviour: Selling UK Beer /Chocolate to the Malaysian Market

Consumer Behaviour: Selling UK Beer /Chocolate to the Malaysian Market


Malaysia / United Kingdom


This OIL project aims to help students consider the impact of cultural influences on consumer behaviour.

Students from Coventry University (UK) and Tunku Abdul Rahman University College (Malaysia) work in groups of five to collaborate with their international peers via a dedicated Facebook page. The students will not only communicate, share and co-learn with their international counterparts, but also conduct interviews specifically for a consumer behaviour marketing exercise.

Interview findings are used by Coventry University students (UK) to develop a strategy to sell UK beer in Malaysia, whilst Malaysian students design a strategy to sell Malaysian beer in the UK.

Applying Consumer Behaviour theories of culture and decision-making, students are encouraged to observe differences in beer consumption between the two countries, and also gain insights to potential cultural perceptions associated with beer that influence its consumption.

Students are required to present their strategies and reflections on the experience of interacting with international and culturally diverse peers during class.

In 2016-17 the project topic changed to chocolate.

Learning Outcomes

  1. Discuss and be able to demonstrate understanding of the impact of culture on decision making
  2. Be able to apply theories of culture to develop relevant international marketing strategies
  3. Experience, interact and gain insight into cultural differences in human relationships, behaviour and communication, enhancing your ability to effectively manage and appropriately respond to diverse opinions, beliefs and values that might be different to your own.
  4. Develop digital skills that are key to life in the 21st Century, especially those that will enable you to participate in team-work involving networks of geographically-dispersed professionals.

Project Design

Thought students are first expected to meet and liaise with one another via the dedicated Facebook page, as part of this project, students have the freedom to discuss and then select their preferred online tool to interview their counterparts. The interviews are at the core of the intercultural dialogue which commence with negotiating communication tool of choice, arranging mutually convenient schedules, and deciding the approach to the interviewing process. Malaysian and UK students are required to collect critical information that will inform and help develop an appropriate marketing strategy to sell UK beer in Malaysia (and vice versa). The strategy will be presented in a 15 minute group presentation to the class.

During their reflective exercise, students are required to comment on any perceived negative and/or positive aspects of the collaboration, share points of learning, and highlight specifically what they found worked well in international teams and that which did not.

Interactive Activities

Conduct semi-structured interviews and discussions online to obtain the data necessary to create the campaign.

Intercultural Development

Students deliver a 15 minute presentation on their marketing strategy during week 5 of the project. As part of the presentation, students must reflect on their participation in the project by commenting on any perceived negative and/or positive experiences, share points of learning, and highlight specifically what they found worked well in international teams and that which did not.. They should also highlight those elements of the project which they felt supported their intercultural and global skills development.

Learning Technology Support

Faculty of Business & Law Learning Enhancement Unit

  • Alam Sheikh
  • Amanda Black
  • Dorota Golinski

CU Context

Course: BA Business & Marketing, BA Marketing and BA Advertising & Marketing
Module: Consumer Behaviour (Level 2)
Participants: 85

Image by Christian Schnettelker (CC BY 2.0)