You have recently joined the marketing team at Kickerco, a company which has been trading nationally for many years. The company would like to start to trade internationally. The company has recruited you because you have worked for organisations which have traded internationally and they want to use your experience and expertise to assist in the development of this area of work.
Task 1 – Formal brief
The senior management team have asked you to brief them on the implications of international marketing for organisations in general. Write a formal briefing paper for the senior management team to read.
In the briefing paper you must:
- assess the market research requirements for international marketing
- analyse how the business case for international marketing can be justified
- assess the risks which must be considered for international marketing.
Extension activities:
To gain a merit grade you must also:
evaluate different methods of international marketing.
To gain a distinction grade you must also:
analyse the way in which financial and pricing issues may affect international operations.
LO1, ACs 1.1, 1.2, 1.3, 1M1, 1D1
Task 2 – Report
The senior management team would now like you to use your knowledge and experience of operating in international markets to help them to understand how to develop an international marketing strategy. Write a report for the senior management team. In the report you must:
- analyse the features of international markets
- evaluate the operational considerations that should be taken into account when developing an international marketing strategy
- analyse the characteristics of an international marketing strategy.
Extension activities:
To gain a merit grade you must also:
evaluate the legal implications associated with developing and implementing an international marketing strategy.
To gain a distinction grade you must also:
choose an organisation you know well or one where you have access to detailed information. Evaluate the chosen organisation’s international marketing strategy.
LO2, ACs 2.1, 2.2, 2.3, 2M1, 2D1
Task 3 – Presentation
The senior management team would now like to understand the requirements of international marketing communications. Develop a presentation with an accompanying handout for the senior management team. You do not need to actually deliver the presentation. In the presentation you must:
- evaluate the way in which local customs, culture, language and ethical considerations may affect marketing communications
- assess the role of technology in international marketing communications
- assess the implications and requirements of different sales and marketing communications strategies.
Extension activities:
To gain a distinction grade you must also:
Analyse the concept of “glocalization” and review its impact on communications.
LO3, ACs 3.1, 3.2, 3.3, 3D1
Guidelines for assessors
The assignments submitted by learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. To achieve a merit or distinction grade, the learners must demonstrate that they have achieved all the criteria set for these grades. Where work for the pass standard is marginal, assessors can take account of any extension work completed by the learners. The suggested evidence listed below is how learners can demonstrate that they have met the required standards.
| Task
number |
LOs and AC | Suggested evidence PASS |
Suggested additional evidence MERIT | Suggested additional evidence DISTINCTION |
| 1. | LO1, AC 1.1, 1.2, 1.3, 1M1, 1D1 | The briefing paper must be written in a format suitable for a senior management team. The learner must use available information to make a judgement about the market research requirements for international marketing. The learner must break down and examine in detail the ways in which an organisation can justify the business case for international marketing. The learner must examine the risks organisations must consider for international marketing assessing each one in turn and make a judgement about their relevance and importance. | The learner must examine strengths and weaknesses of different methods of international marketing and must make a valid conclusion or reasoned judgement. | The learner must break down and examine in detail the way in which both financial and pricing issues may affect international operations. |
| 2. | LO2, AC 2.1, 2.2, 2.3, 2M1, 2D1 | The report must be written in a format suitable for a senior management team. The learner must break down and examine in detail the features of international markets, using examples to illustrate the points made. The learner must judge from different perspectives and make conclusions about the operational considerations that an organisation should take into account when developing an international marketing strategy. The learner must break down and examine in detail the characteristics of an international marketing strategy. | The learner must examine and judge the legal implications associated with developing and implementing an international marketing strategy. | The learner must choose an appropriate organisation and then consider the strengths and weaknesses of the chosen organisation’s international marketing strategy, making a reasoned judgement. |
| LO3, AC 3.1, 3.2, 3.3, 3D1 | The presentation and the accompanying handout must be developed in a format suitable for a senior management team. The learner must judge and make valid conclusions about the way in which local customs, culture, language and ethical considerations may affect marketing communications. The learner must make a judgement about the role of technology in international marketing communications using examples to support the assessment. The work on the implications and requirements of different sales and marketing communications strategies must be detailed and lead to reasoned judgements. | The learner must break down into parts and examine the concept of ‘glocalization’ and revisit the positive and negative aspects of its impact on communications. |
