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polBachelor of Business (BS701) Applied Communication (BSB5008) Level 5

Assessment 2: Report – Analysis of a communication problem

Due Date: Weighting: Type: Length:

Learning outcomes:

9 am 18 November. 2012 30% of final mark Individual write-up and video with a group component via Moodle forum. 1 minute video (avi or mp4 format) (no video = no marks) 800 (+-10%) words report (not including bibliography or Moodle forum) Not respecting the word count will result in a reduction of 5 percent of the total value of this assessment. 1, 2, 3, 4, 5

Task: Dr. Fons Trompenaars has developed a model that describes countries from a cultural perspective using 7 dimensions. Advertising agencies use these dimensions to understand their target audience better and tailor their advertisements based on these dimensions. Advertising agencies from abroad do not always understand the culture of this region. You, as an advertising consultant, have been asked by your manager to analyse the Gulf Arab audience using some of the dimensions of this model and develop a 1 min video to sell a product or service of your choice to the Gulf Arab audience based on its cultural make up. You need to write a report that justifies the communication you have used to sell the product or service to the Gulf Arab audience based on your research on the cultural make up of the Gulf Arab audience on the dimensions: Universalism vs. Particularism, Neutral vs. Affective, Achievement vs. Ascription and Individualism vs. Collectivism. Your company has asked you to set up a virtual discussion group as a resource for this project to familiarise yourself with Trompenaars’ Model. You will discuss the cultural make up of the Gulf Arab Audience by using the Trompenaars Cultural Dimensions mentioned above via the Moodle Forum following instructions below. For this you will be working in groups of minimum 3 -

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