| HX4004: International Marketing Management |
Learning Outcomes:
LO1 Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organizations.
LO2 Develop marketing plans with the application of appropriate marketing models, tools, and techniques
LO3 Evaluate the process involved in brand management and how they influence consumer behavior
LO4 Decide how to launch new products/services in a dynamic global marketplace
Assignment Performance
Criteria International Marketing Management
Learning Outcome 1: Analyse the changing business environment (s) globally and how they pose challenges to marketing management functions in organizations.
- PC 1.1: Critically discuss the local, national and regional marketing approaches used by the organization
- PC 1.2: Research possible international market entry methods and evaluate the benefits of each in relation to the organization
- PC 1.3 Critically evaluate the influence of the changing business environment on the marketing management functions of the organization
Learning Outcome 2: Develop marketing strategies with the application of appropriate marketing models, tools, and techniques.
- PC 2.1: Critically discuss how the selection for the international market will be made using marketing theories and principles.
- PC 2.2: Apply tools and techniques to inform entry methods into the international market.
- PC 2.3: Develop entry criteria for the international market for the organization.
Learning Outcome 3: Evaluate the processes involved in brand management and how they influence consumer behavior.
PC 3.1: Critically discuss the principle theories of brand management in relation to the consumer decision process and apply them to the organization you are working with.
PC 3.2: Analyse the psychological and sociological factors influencing consumer behavior and decision-making.
PC 3.3: Formulate a strategy, based on your research, for the organization’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 organization’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.
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 organization 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:
- Analyze the changing business environment(s) globally and how they pose challenges to marketing management functions in organizations;
- 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 organization 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 organization, 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 analyzed within the timescale permitted
