Assignment - International Marketing

Module Learning Outcomes

Critically analyse, evaluate, define and discuss market research methodologies, applications and environmental influence and strategic value in relation to marketing  in International, regional, national and global  marketing contexts

Critically comprehend, analyse, and evaluate the strategic and operational factors which impact upon marketing scenarios; identification and resolution; success and failure in relation to international marketing contexts, competitive positioning, market entry and international development

TASK DESCRIPTION

As an International Marketing Consultant, you have been approached by a client organisation requesting your advice before they enter an international market.

You have met with this client and briefly discussed the differences they might face in this international market, but you have assured them that the Marketing Management principles they are practising domestically will basically be the same, but will need to be adapted in the international market.

Following this brief meeting, the client has asked you to prepare a report detailing and illustrating the approaches you recommend that they should undertake in the international market, in the following areas of International Marketing Management:

Assignment Component One:

Critically evaluate how and why they should employ a strategic planning approach to their Marketing campaigns in the international market.

Points to address:

In terms of `how`, it is necessary to conduct a critical evaluation of the international strategic planning approach:

• Relevant international strategic planning models should be used to illustrate this planning process and be used as the basis of your critical evaluation.

• The strategic planning principles you identify should be evaluated and illustrated in the context of the agreed client organisation.

• In terms of `why`, it is necessary for you to demonstrate the potential benefits of employing a strategic approach in the context of international marketing planning.

• You need to critical evaluate the strategic planning approach in comparison to alternative planning approaches.

• The potential reasons for adopting a strategic planning approach and the recommendations

Assignment Component Two:

Critically examine how and why they should strategically plan and undertake Market Research in the international market.

Points to address:

• In terms of `how`, you need to conduct a critical examination of the strategic planning approach to conducting international marketing research that covers:

• Relevant international marketing research planning models should be used as to illustrate this planning process, and be used as your basis of your critical examination.

• The key approaches and principles you identify should be critically examined and illustrated in the context of the agreed client organisation.

• In terms of `why` you must conduct a critical examination of the potential benefits of strategically planning market research in international markets.

• Critically examine these potential benefits in comparison to alternative planning approaches.

• The recommendations you make must be critically examined in the context of your agreed client organisation.

Base your report on a client organisation and international market of your own choice as agreed with your Lecturer.