INTERNATIONAL MARKETING

INTERNATIONAL MARKETING BSc Business Administration Mid-Term Assignment 2015-2016 Course: UG6015 International Marketing Module Leader: Donatella Lorato Percentage of final grade given: 40% Project Format: Group Project w/ Presentation and Ind. Component Due date for written submission: See student portal Due date for presentation: WEEK 6 Objectives: The assignment has been designed to link the theoretical analysis and practical application of the concepts of International Marketing. This assignment will therefore require students to show a critical understanding of the different aspects of the course concepts combined with an objective appreciation of its relevance to an organisation in a real commercial setting. The project aims to measure the students’ ability to: 1. Explore the theoretical and practical aspects of International Marketing and current significant issues. 2. Deliver an understanding of the concepts, principles, and techniques of marketing in the international business context. 3. Explore the implications of an international operation when developing an effective marketing strategy. Skills: The students will develop the following skills through the completion of this project... 1. Written communication 2. Teamwork 3. Analytic qualities 4. Presentation skills Project Description: This is a group project. Groups should be made up of f r o m 2 to 4 participants. The course lecturer reserves the right to select groups without recourse or debate. Students must clearly indicate their individual contributions in the table of contents and at the top of the pages or sections so individual content can be assessed. This project includes a 20-minute Power Point presentation in which all group members must participate. You will be required to answer questions after the presentation. Each student must make a considerable academic contribution to the report and the report should be clearly marked with the name of the individual contributor. THE TASK Choose a company that is not currently in a certain overseas market and critically evaluate the international marketing environment in which it could operate. Justify the selection of that new market/country and outline the basis for your selection including the criteria for this selection. Your introduction should include a brief overview of the company. You are also required to give a critical evaluation of best practice in international marketing Reference Books: 1. Hollensen, S. (2010), Global Marketing: A Decision Oriented Approach, Fifth Edition, Prentice Hall 2. Ghauri Pervez and Cateora Philip (2010), International Marketing, European Edition, McGraw-Hill, London 3. Baker, Michael J. (2007), Marketing Strategy and Management, Basingstoke: Palgrave Macmillan 4. Burca, Sean De, Fletcher Richard and Brown Linden (2004), International Marketing: An SME Perspective, Harlow: Financial Times Prentice Hall 5. Doole, Isobel and Lowe Robin (2004), International Marketing Strategy: Analysis, Development and Implementation, New York: Thomson