The objectives for the MARK3012 Global Marketing Strategies assessments are twofold. The first is to familiarise you with the cultural and country specific environment of your selected country and to facilitate cross-cultural understanding. The second is to provide you the opportunity to prepare a marketing plan for a product that is being considered for marketing in your selected country. The assessments emphasise the need to understand the environment as an essential step preceding the preparation of a marketing plan. These assessments will also reinforce key marketing concepts covered in this and other courses and expand your horizons through the identification of materials and resources required to complete the assignments.
Students will identify a suitable company with a product/service that will enter or expand into an overseas market. They will devise a country analysis (Assignment 1-1000 words) and marketing plan (Assignment 2-1500 words) for the chosen country. Students will:
1. Select a foreign country in which they have some specific interest. It can be an industrialised or a developing country. Note, international students should not pick their home country.
2. Select a consumer product/service to be introduced into that country. Examples could be: baby food, disposable diapers, powdered milk, local wine, highprotein diet supplements, dry soups, prepared foods, instant noodles, sanitary products, toilet rolls, franchise outlets, retail outlets, an educational service, a local sports team etc. While your choice is not limited to the above products/services, you must choose a real brand from an existing company.
It will be helpful if you pick the country first (based on some preliminary analysis), then choose an industry/product category (based on some preliminary analysis). However, if you are very familiar with a particular industry or a brand (done some previous projects) then you can start with the industry/brand and then explore which country you would like to market your product in.
The first individual assignment is a country analysis. This element will allow the student to demonstrate an in-depth understanding of an overseas market. Students are required to undertake a country analysis and draw upon key insights from research for the ultimate purpose of developing a marketing strategy. It provides the module team with an opportunity for early diagnostic feedback on a student's performance. The assignment provides students the opportunity for reflection on the real world application of theoretical ideas.
As a newly appointed Global Marketing consultant, you have been tasked with advising a company with plans to internationalise. In brief, you will analyse the political,
economic, legal and cultural environment of the country; outline the challenges and opportunities of conducting business in that country and provide relevant guidelines and recommendations for entering the market. You can use existing frameworks such
Note, you effectively only have 2 sides of A4 to present this (equivalent to approx. 1,000 words), so the report itself should focus on the critical points - be selective and precise. Write the report as a summary of the most important information concerning the country and their business implications, supported with proper justification. You can use the appendices to present any detailed analyses you may have done as part of your research in developing your report.
Make sure this is thoroughly researched and appropriately referenced. The assignments must be based on research, using online and global databases and demonstrate your understanding of the readings and class discussions. In order to ensure that each student is current with global business events and to learn more about specific countries, you will be asked to use the international press (using the internet and other sources) to investigate the assigned country.
Your grade will be divided between 80% for content (critical analysis, quality and variety of research) and 20% for organization and presentation style. You will be assessed on your ability to investigate a range of source materials as well as your ability to structure the presentation of your findings. Organization refers to readability, flow, logic, professional organization and writing mechanics of the report. It should be clear, concise, with a logical flow of thoughts and ideas.