A contemporary perspective of the global marketplace with the focus on the sports market: a comparison between the UK and the Netherlands

Netherlands / United Kingdom

Project Overview

A collaborative research to introduce and develop a contemporary perspective of the global marketplace by focusing on the strategic marketing paradigm within the sports market. It intends to invite discussion and analysis of key managerial decisions on formulating and executing global marketing activities, keeping in mind the cultural demands of the various markets across the globe.

OIL Outcomes

To increase knowledge about the differences and similarities between UK and Dutch culture.
To able to apply the cultural theories and the framework to UK and the Netherlands and demonstrate this in the analysis and comparison in the info-graphic.
To able to interact culturally sensitive in an international and virtual team and demonstrates this with examples in the reflection.

OIL Activities

Coventry and Amsterdam students will form groups of five and work will focus around 3 tasks.

Cultural differences

Students identify and critically evaluate cultural differences between the UK and the Netherlands that can be identified in the promotion of any international and global sports brand or event. For example, Nike or the Olympic Games or Soccer World Cup. Identify cultural references that have been used in the promotion of their chosen brand/event.

Communication

via Open Moodle (and potentially Skype) to compare and contrast information and ideas with counterparts in Amsterdam.
Open Moodle will be divided into a number of separate forums according to specific aspects / issues and topics for debate and for the sharing of ideas and example communications.

Presentation

Creation of a single means of communication – a presentation – for their counterparts’ country, designed to encourage understanding of cultural differences in managing events and upload it onto the Open Moodle site.
Prepare 5-10 minutes presentation for week 4 and present your argument with examples.
upload final presentation onto Open Moodle to be judged.

The project will be supervised by the M35MKT lecturer via seminars and Skype sessions and will run across the whole module for the first four weeks of the module with all students taking part.