Summary: The aim of this assignment is to apply the notion of cultural knowledge networks to make advertisements more adaptive to the consumers' culture. Cultural knowledge networks include tangible objects (e.g., monuments, sports, products, etc.) as well as psychological elements (values, beliefs, etc.) that are interrelated. Building a knowledge network for a specific culture helps to identifyobjects/elements that can be used to make advertisements culturally appropriate. You will firstly creating a Cultural Knowledge Network for the country named in the identifier of your group, and secondly apply it to develop marketing ideas that are tailored to the country's culture.

Steps of the assignment

M4 Step 1: Creating a Cultural Knowledge Network

In the first step of the assignment, you research the country named Poland and look for elements that you want to use in your Cultural Knowledge Network.

Your Cultural Knowledge Network will be composed of the following six elements:

1. Values

2. Thinking styles/sayings/proverbs

3. Iconic monuments, iconic people (stars), or cities

4. Songs, books, or movies

5. Games, sports, or events

6. Foods, non-food products, or brands

Please find one example for each type of element and describe briefly why you find this example important. You have one answer field for each element - given in Step 1 A to Step 1 F. In each field, please list the example and briefly describe why this example of an element is important or iconic for your country. Additionally, please mention how the example is connected to other elements of your network.

How do you get your information?

Please research the web and library databases and use the materials introduced in the course. Read about the history of your country.

For example, if your country were the United States and you were researching the element "Iconic monuments, people, or cities," you could start with a Google search of "iconic U.S. monuments." The search will lead to "Mount Rushmore" and the "Statue of Liberty." Reading about those monuments will give you further insights about U.S. culture. You can use different search terms; instead of "iconic," you can also use "famous" or "most popular."

Furthermore, you can employ your research results of the Module 3 assignment to find an example of a value of your country. Or you can use the Hofstede Insights website (https://www.hofstede-insights.com). Go to the "Country Comparison Tool" on the website, type in your country, and click the link "Read more about your chosen country" below the bar graph diagram. You can read descriptions about power distance, individualism, masculinity, and uncertainty avoidance. Power distance, individualism, masculinity, and uncertainty avoidance can be used as values; additionally, the descriptions of how power distance, individualism, masculinity, and uncertainty avoidance manifest in the country also include values.

For example, if your country were the United States:

M4 Step 1 C Iconic monuments/people/cities (1 point)

Description: The Statue of Liberty is a very large monument on Liberty Island in New York Harbor in New York City.

Importance: It is an iconic element for the United States because it is well known by every American and many people across the world, and symbolizes libertya quintessential American value.

Links to other network elements: The Statue of Liberty is connected to "the value of liberty."

M4 Step 1 A: Values(1 point)

Please give an example of a value in the country named Poland, a brief description of why this value example is important or iconic for the culture, and how the value is connected to other network elements.

M4 Step 1 B: Thinking Styles, sayings, proverbs(1 point)

Please give an example of a thinking style or saying in the country named Poland a brief description of why this thinking style/saying example is important or iconic for the culture, and how the thinking style/saying is connected to other network elements.

M4 Step 1 C: Iconic monuments, iconic people (stars), or cities(1 point)

Please give an example of an iconic monument, iconic person, or city in the country Poland, a brief description of why this iconic monument, iconic person, or city is important or iconic for the culture, and how the iconic monument, iconic person, or city is connected to other network elements.

M4 Step 1 D: Songs, books, or movies(1 point)

Please give an example of a song, book, or movie in the country Poland, a brief description of why this song, book, or movie is important or iconic for the culture, and how the song, book, or movie is connected to other network elements.

M4 Step 1 E: Games, sports, or events(1 point)

Please give an example of a game, sport, or event in the country named Poland, a brief description of why this game, sport, or event is important or iconic for the culture, and how the game, sport, or event is connected to other network elements.

M4 Step 1 F: Foods, non-food products, or brands(1 point)

Please give an example of a food, a non-food product, or a brand in the country Poland, a brief description of why this food, non-food product, or brand is important or iconic for the culture, and how the food, non-food product, or brand is connected to other network elements.

M4 Step 2: Network Illustration(1.5 points)

Please provide a graphic representation of your Cultural Knowledge Network, placing the country's name [Poland] at the center of the network and linking the elements of the network to each other based on the descriptions above. Please state which element(s) are central. Central elements are connected to numerous other elements in the network, which will become visible when you add the links between the elements.

Upload a PDF file with a picture of your network illustration.

M4 Step 3: Incorporate the Cultural Knowledge Network into Marketing Ideas(2.5 points)

Please provide a summary about how you could meaningfully incorporate the different elements in TV commercials, print ads, and digital ads (e.g., banners, microsites, social media messages, etc.) that introduce a new brand of yogurt in the country named [Poland]

Please link at least five of the elements of your Cultural Knowledge Network to one or several marketing ideas.

The five elements can be listed as bullet points, where each element is linked to one marketing idea.

The five elements can ALSO be linked to one overarching marketing idea, or several elements can be linked to the same idea. The marketing ideas do not need to be connected.

Example answer (Please note that this answer only includes three elements of a Cultural Knowledge Network):

Americans endorse the value to "strive to be the best they can," which means that everyone attempts to become a better version of themselves. This value is related to their love for sports (football, baseball, basketball, hockey) and successful sports stars who are the best in their fields. The yogurt could be marketed as a healthy food that helps you to be the healthiest and fittest version of yourself.