Module Learning Outcomes
LO1: Understand and critically evaluate the key concepts of marketing
LO2: Demonstrate the ability to apply marketing concepts in an international context
LO3: Identify and critically appraise appropriate academic concepts and business information to evaluate the choices facing a company in entering an international market and apply that to their market entry or growth strategy and communications mix.
LO4: Demonstrate the ability to identify and critically evaluate academic or business evidence, applying that to the choices facing companies in a globalised and connected world, with particular reference to the ideas of standardisation/adaptation in the context of marketing.
Assessment Task:
Building on the findings discussed in the environmental analysis report (item 1 of the assessment), you are tasked to develop a marketing plan and make recommendations on how the company should enter the new international market.
The proposed marketing plan should focus on your chosen company’s specific product (not a service). The marketing plan report should include:
Executive Summary: Summarise the key points/recommendations of your report (not counted within the word limit). Objectives (2-3 objectives)
Recommended Market entry strategy Marketing Mix Implementation.
Your recommendation needs to reflect and build on your earlier insights in Report 1.
AI tools are not permitted in any part of this assessment; please include a statement acknowledging this at the end of the title page.
The main body of the report should be double-spaced and use 12-point Times New Roman as the font. All recommendations need to be justified using theory and credible sources.
Please ensure to submit your work in PDF format.
The actual word count needs to be clearly stated on the front cover of the report (you are allowed to exceed the word limit by 10%).
Please note that the title page, contents page, executive summary, supporting figures/tables, and reference list are not included in the word count.
Assessment Mark Scheme:
Guidance:
Referencing
Any material included in your coursework should be fully cited and referenced in APA 7 format. Detailed advice on referencing is available from the library.
Academic Skills & Support
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ASDAC
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