Managing Across Culture | Report

Running head: MARKETING
Managing Across Culture
Name of the Student:
Name of the University:
Author Note:

MARKETING1
Executive Summary:
The aim of the report is to provide an overview of the marketing operation of UH Business
School across the global market and culture that has plans of making an entry into the emerging
markets of Singapore. The report commences with an analysis and findings where the focus
primarily remains on the capabilities and the external analysis of the business school. The report
also puts across an action plan mentioning the adaptive and the standardized strategies, relevant
theories of marketing and the cultural difference. This will help in estimating how successfully
the business will be flourishing in the new market.

MARKETING2
Table of Contents
Introduction:....................................................................................................................................2
Analysis and Findings:....................................................................................................................2
Capabilities of the Business School.............................................................................................2
External Analysis of the Business School:......................................................................................4
SWOT Analysis...........................................................................................................................4
Action Plan......................................................................................................................................5
Adaptive and Standardized Strategies..........................................................................................5
Relevant Marketing Theory.........................................................................................................6
Cultural Differences:....................................................................................................................6
Conclusion:......................................................................................................................................9
References:....................................................................................................................................10

MARKETING3
Introduction:
The report aims at providing an insight into the marketing plan of a UH Business School
on its entry into the emerging market of Singapore. Here, the report revolves around the C.T.
Bauer College of Business which is one of the comprehensive business school of Houston. It has
international accreditation from the Association to Advance Collegiate Schools of Business
(AACSB). It offers courses like BBA, MBA, MS Finance, MS Accountancy and the PhD
Program. The college was introduced in the year 1942 as one of the business school in
University of Houston. In the year 2000, the University of Houston’s College of Business
Administration was named C.T. Bauer College of Business in the honor of Ted Bauer who made
a donation of $40 million towards the University. The college comprised of five academic
departments like Decision and Information Sciences, Taxation and Accountancy,
Entrepreneurship and Marketing and Management and Finance.
The report focuses on the capabilities and the external analysis. It also puts across an
action plan that include adaptive and standardized strategies along with a mention of the
marketing theory. The strategies are however dependent on evaluation of the SWOT. The report
also focuses on the mode of entry and pinpoints the cultural differences between the countries.
Analysis and Findings:
Capabilities of the Business School
The C.T. Bauer College represents a top class business school at University of Houston
(UH) (bauer.uh.edu 2019). It has vibrant and dynamic group of staff and faculty along with hard
working and motivated body of students. The UH business school remains committed towards
determining the success of the students and ensures notable job placements at the leading