Assignment

International Marketing Management

Learning Outcome 1: Analyse the changing business environment (s) globally and how they pose challenges to marketing management functions in organisations.

▪         PC 1.1: Critically discuss the local, national and regional marketing approaches used by the organisation

▪         PC 1.2: Research possible international market entry methods and evaluate the benefits of each in relation to the organisation

▪         PC 1.3 Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

Learning Outcome 2: Develop marketing strategies with application of appropriate marketing models, tools and techniques.

▪         PC 2.1: Critically discuss how the selection for international market will be made using marketing theories and principles.

▪         PC 2.2: Apply tools and techniques to inform entry methods into international market.

▪         PC 2.3: Develop on entry criteria for the international market for the organisation.

Learning Outcome 3: Evaluate the processes involved in brand management and how they influence consumer behaviour.

▪         PC 3.1: Critically discuss the principle theories of brand management in relation to the consumer decision process and apply to the organization you are working with.

▪         PC 3.2: Analyse the psychological and sociological factors influencing consumer behaviour and decision making.

▪         PC 3.3: Formulate a strategy, based on your research, for the organisation’s product brand management in the international marketplace.

Learning Outcome 4: Decide how to launch new products/services in a dynamic global marketplace.

▪         PC 4.1: Critically evaluate the strengths and weaknesses of the organisation’s new product development process.

▪         PC 4.2: Make recommendations for a marketing strategy that will expand the business in the international market.

▪         PC 4.3: Create an international marketing plan for the launch of a new product/service

Assignment Task: Read the following Scenario and prepare a Report with the guidelines provided.

Report – 100 Marks [7000-8000 Words]

Scenario:

Candidates are required to apply the learning and creative marketing skills they have gained from studying this Unit to develop a marketing strategy for an organisation of their choice. You will be expected to discuss the key concepts of marketing management and use contemporary marketing models, tools and techniques in a practical context. Specifically, you will:

●       Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organisations;

●       Develop marketing strategies with the application of appropriate marketing tools;

●       Evaluate the processes involved in brand management and how they influence consumer behavior;

●       Decide how to launch new products/services in a dynamic global marketplace.

You can choose any organisation that you have sufficient first-hand knowledge of, preferably where you are working currently or have worked in the past, or an example organization that you have chosen for the purposes of this assignment. This may be a family business, a multi-national organisation, a college or university, or any other organization that lends itself to discussion and analysis.

This is an investigative assignment/mini project which will require detailed planning to ensure that all assessment tasks are adequately researched and for data to be analysed within the timescale permitted.

You MUST follow the Project Report format, which should contain the following sections:

1. Executive Summary: You should summarise your entire case study briefly (no more than one page of A4 paper). This should outline the key messages and be prepared in a format that would be suitable for presentation to the senior management team of the example organization. [05 Marks]
2. Introduction: You should introduce your organization of choice, giving details, based on research, about its size, its product offering including any branding, and the market(s) in which it currently operates. [10 Marks]
3. Literature Review: You should conduct a review of a range of relevant academic literature as well as data/information from at least three different sources and provide a critique/critical analysis of the current issues/concepts that are relevant to and potentially impact on the international marketing environment and in particular to your case study organisation. Your literature review should include at least 6-8 articles taken from reputed research journals/ article publications, as well as at least 3 secondary literature reports, company data/any other relevant data. It is expected that the findings of the literature review will be woven into the rest of the report as ccandidates are required to demonstrate critical thinking in this assignment task by applying the literature reviewed to the practical example organisation [15 Marks]
4. Background Analysis: Candidates will research at least four relevant, specialist theories or models relating to the local, national and regional context of marketing approaches employed by business units use these to provide background information on your chosen organization. Candidates are expected to demonstrate a critical understanding of each theory or model and compare and contrast them in terms of the value of the information they provide about the organisation. You must then identify at least three possible international entry methods that can be used by your organization. You should evaluate the benefits of each method to the organisation in terms of indicators such as forecasted market share, targeted market segment or possible mergers or acquisition. You must then evaluate the influence of the changing business environment on the marketing priorities and marketing management functions of the organisation. It is expected that candidates will create their own model for conceptualizing the problems/challenges/issues that their chosen organization faces. [10 Marks]
5. Application of Learning to Practice: You need to compare actual practice at your organisation with the key academic thinking established in the review of literature. It may point out similarities and differences, agreements and contradictions, arguments and counter arguments, and suggest explanations for these relationships.

The focus of this section will be on the following areas:

a)      Marketing Strategies: Discuss the role of marketing theories and principles in the selection of international market and in developing an entry strategy for the organization in an international market. As a minimum, you will discuss Porter’s Model/SWOT Analysis/PESTLE (one of these three models) and BCG Matrix/Ansoff Matrix (one of these two models). Candidates are expected to evaluate each model and tool by comparing and contrasting them in terms of their suitability for informing entry methods for your organization into international markets. You will then use each of these tools and techniques to critically analyse your organization and decide on entry criteria that would be beneficial for your organization.  The outputs of this analysis will be used to synthesize ideas and develop the entry criteria strategies you wish to adopt for the international market of your chosen organization. [15 Marks]

b)      Brand Management: Discuss at least two relevant theories of brand management in relation to the consumer decision process (Keller’s brand equity model being one of the chosen models) and apply these to your organisation’s products. Thereafter, conduct research into at least four psychological and sociological factors influencing consumer decision making and develop a branding strategy based on your research and data analysis. The strategy should propose forecasted responses and the conversion rate of prospective consumers. You should develop your own branding model that provides a creative solution(s) to any current issues with branding and is aligned to the strategy proposed. [15 Marks]

c)      New Product Development: Assess and evaluate at least 3 strengths and at least 3 weaknesses of the new product development process in your chosen organization and devise an international marketing strategy that will expand the business in the international marketplace. You should then include an international marketing plan for the launch of a new product or service which puts in place the recommendations of the strategy and includes timescales for completion and the area of the business responsible for the action. [15 Marks]

6. Recommendations and Conclusion: Finally, summarise and discuss all the acquired findings and analysis and provide a conclusion. Communicate the recommendations for adequate marketing strategy for the chosen organization to expand the business in the global market. [10 Marks]
7. Presentation & References: The whole report should be presented in a well written, structured format, and which makes correct use the Harvard Referencing System (HRS). [5 Marks]

_{Performance Criteria}

_(70-100%)

_{Work of an outstanding, excellent & v. good standard (*)}

_(60-69%)

_{Work of a good standard.}

_(50-59%)

_{Work of a pass standard.}

_{D (40-49%)}

_Fail

_{E (0-39%)}

_Fail

_{Executive Summary & Introduction}

_(15%)

_{A critical overview with the help of Executive Summary. Bring out relevant authors, rival theories, and major debates to a very good, possibly excellent (even outstanding) standard. References beyond those identified in session sources.}

_{Introduction should explicitly bring out local, national and regional context of marketing management practices in the organization, with appropriate references from good academic sources.}

_{A synthesized overview of the Executive Summary, where good use of existing academic work and evaluation of main work is given out coherently. Some review of relevant authors, rival theories, and major debates. Appropriate range of references are utilized.}

_{Introduction should bring out good relevant local, national and regional context of marketing management practices in the organization.}

_{A reasonable overview of the Executive Summary, where satisfactory summary is given of the whole produced work. There is evidence of engagement with pertinent issues. Key authors & major debates are presented. Evidence of suitable basic reading.}

_{Introduction should bring out satisfactorily the local, national and regional context of marketing management practices in the organization.}

_{Limited overview of Executive Summary. The work may be an overly descriptive account demonstrating only minimal interpretation, and very limited presentation of the whole summary. No counterarguments or alternative frames of reference are generated or considered.}

_{Introduction is not satisfactorily bringing out the local, national and regional context of marketing management practices in the organization.}

_{Confused overview of Executive Summary. Fundamental misconceptions of how to write an Executive Summary.  The work is mainly descriptive and shows little or no understanding of summary requirements. Too few references to appropriate literature and no evidence of independent thought and/ or criticality.}

_{Introduction is very sketchy and does not satisfactorily bringing out the local, national and regional context of marketing management practices in the organization at all.}

_{Literature Review & Background Analysis (25%)}

_{Demonstrates a clear understanding of literature reviewed from good academic resources, peer reviewed articles and journals. Critical analysis done well in respect to application of relevant IMM theoretical frameworks.}

_{Clear evidence of independent thought and very effective use of academic frameworks in order to analyse the case scenario. Excellent evaluation of marketing strategy models to develop entry criteria strategies of chosen organisation.}

_{Demonstrates a good understanding of literature reviewed from academic resources. Good analysis done well in respect to application of relevant IMM theoretical frameworks.}

_{Examples of effective use of academic frameworks in order to analyse the case scenario. Examples of sound argument and solid evidence. Good evaluation of marketing strategy models to develop entry criteria strategies of chosen organisation.}

_{Demonstrates a satisfactory understanding of literature reviewed from academic resources. Some analysis done in respect to application of relevant IMM theoretical frameworks.}

_{The work explores and analyses issues, but is not strong on application to the case organisation.  The work is mainly descriptive, but has achieved all the performance criteria. A satisfactory evaluation of marketing strategy models to develop basic entry criteria strategies of chosen organisation.}

_{The work may be an overly descriptive account demonstrating only minimal interpretation of the literature, and very limited evidence of analysis, synthesis or evaluation. No evaluation of marketing strategy models done to develop entry criteria strategies of chosen organisation.}

_{Fundamental misconceptions over analysing the case in the context of relevant academic thinking. Limited analysis of a superficial nature only lacks any attempt at analysis, relying on description instead. Poor discussion of marketing strategy models and no sync done to develop entry criteria strategies of chosen organisation.}

_{Marketing Strategies, Brand Management & New Product Development (45%)}

_{An ability to successfully synthesize theoretical issues into practice and evaluate the possible implications and lessons of brand management and new product development. Ideas are presented in a succinct manner and conclusions are well reasoned which have relevance to the scenario.}

_{The work demonstrates a willingness to question and to explore issues and to synthesize theoretical perspectives and practical application within chosen case context of brand management and new product development.  Some meaningful well-reasoned conclusions and attention given to lessons learned which have relevance to the scenario.}

_{The work demonstrates a competence to explore issues and to synthesize theoretical perspectives and practical application within chosen case context of brand management and new product development.  Some helpful conclusions and acknowledgement of lessons learned.}

_{There may be little evidence of an ability to apply theoretical principles to the case scenario or a wider context of brand management and new product development. Conclusions unrelated to the scenario. Lessons learned either superficial or lacking.}

_{No application of theoretical principles to the case scenario or a wider context of brand management and new product development. Conclusions unrelated and confused or illogical and unsubstantiated. Lessons learned either superficial or lacking. Possibly no real attempt to address assignment brief in respect of actual questions asked.}

_{Recommendations & Conclusion}

_(10%)

Well-organised, logical, fully supported by evidence, conclusions clear and arise from results/discussion; practical and feasible, with clear consideration of marketing issues. Recommendations driven by good deductions from findings.

Well-organised, logical, supported by evidence, conclusions fairly clear and arise from results & discussion; practical and feasible, with clear consideration of marketing issues. Recommendations driven by decent deductions from findings.

Reasonably well-organised, logical, generally supported by evidence, conclusions fairly clear and arise from results & discussion; practical and feasible, with un clear or weak consideration of marketing issues. Recommendations not always driven by good deductions.

Poor organisation; gaps in reasoning; some obvious conclusions omitted for the list; other conclusions not especially driven by the findings but from ‘common sense’. No real implications and recommendations weak and incoherent. 

Assertions little related to evidence, frequently illogical or arbitrary; conclusions if presented are disorganized; alternatives not considered; no real understanding of the need to draw conclusions, implications and recommendations from results.

_{Presentation (5%)}

_{A balanced, well-structured case, generally coherent in approach. Well-written, well presented and largely free of spelling and/or typographical errors. Breadth of appropriate, current, and relevant references and correct application of the Harvard Referencing Method.}

_{A balanced, well-structured case. Overall clear well-written, well presented. Some small repeated errors in grammar. Good application of Harvard referencing system. Breadth of appropriate, current, and relevant references and almost correct application of the Harvard Referencing.}

_{Case is cohesive, but may be hindered by inappropriate balance, structure or writing style. Some small repeated errors in referencing or grammar. Current and relevant references and correct application of the Harvard Referencing Method.}

_{Whilst some of the characteristics of a pass have been demonstrated, the work does not address the case requirements overall. Possibly lacking in balance, structure or writing style. Some repeated errors in referencing and/or grammar. Limited use of references.}

_{Significant failings in case balance, structure or writing style. Repeated possibly significant errors in referencing and/or grammar. Critical failings in case balance. Possibly lacking in coherence is unstructured and/or is badly presented.}