SQA/4007 International Marketing Management, Assignment, WUC, Singapore

INTERNATIONAL MARKETING MANAGEMENT

Module description

This module explores knowledge and understanding of contemporary theories and their applications in the research field of international marketing and management and nurtures originality in developing, applying, and implementing ideas in the areas of international management and international marketing.

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 [5000-6000 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 behaviour;
• 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.