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MKT744 Global Marketing and Sales Develoment

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This module explores the complexity of forces that make up the environment for international marketers. In particular, it aims to understand the impact of these forces on the activities of business organizations, including SMEs, and the nature of the decisions that organizations must take if they are to survive and prosper in a dynamic turbulent global environment. This module enables students to gain an understanding of the important issues which affect marketing decisions in an international context. The module will focus on the regional, national, and international contexts.  The module will aim to develop critical thinking and interpretation of all marketing considerations especially in relation to strategically implementing and developing digital competencies and approaches.

K1 Describe and critically evaluate the regional, national, and global marketing environments, (social, economic, technological, political, and legal) within which an organization operates.

K2 Critically evaluate the key concepts and theories under-pinning global marketing.

K3 Critically evaluate the internal environment of the firm, and firm objectives, such as growth and international market entry to new markets.

K4 Analyse and evaluate the external effects the organizations decisions have on their stakeholders, competitors and the wider public.

You will be allocated a country and an SME by your seminar tutor. You then required to conduct a business environment audit relevant to international expansion to that country. You should conduct a PESTLE analysis for your allocated country, describe and evaluate those aspects of the environment (political, legal, economic, socio-cultural, technological, and environmental) in the potential global market that are relevant to and, have implications for, developing a marketing strategy.  The purpose of this evaluation is to identify potential market opportunities for the introduction of a new product/service. You will then be required to develop or select the allocated company’s product/service, with country of origin the UK, which you would consider has potential for expansion into this country, based on your PESTLE.  You will then develop a global marketing strategy to that country, for your UK based product/service. This will include (although not exclusively):

  • Justifying the opportunity in the country for the product/service you will develop.  
  • Provide an overview of the competitive landscape for the offering you are developing in your allocated country.
  • Develop and design an outline international marketing strategy.  You will need to discuss the product and modifications (if any) to allow entry and market establishment, pricing decisions, effective promotional efforts to establish awareness and establish market presence, distribution choices and brand/name along with suggesting the key challenges to global expansion for the SME in this market.
  • You will be required to ensure that the PESTLE and international marketing strategy are linked to justify your decisions and choices.

MKT744 Global Marketing and Sales Develoment

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BUYER BEHAVIOUR AND ANALYSIS INDIVIDUAL PROJECT QUESTION TO DO Write a discussion paper regarding the use of ‘Nostalgia’ in marketing. How / where is nostalgia used in the marketing environment? For what products or brands? Is this an effective way of marketing? What kind of appeals are ...

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Task: Requirements   Business case understanding (1,000 words)1. Determine business objectives (300 words)Task: Determine business objectivesThe first objective of the analyst is to thoroughly understand, from a business perspective, what the client really wants to accomplish. Often the cust ...

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Analyse, evaluate and discuss theoretical and practical knowledge of global business strategy, in the context of Political, Economic, Social, Technological, Environmental and Legal issues. 2. Discuss how major financial institutions contribute to global business. 3. Analyse, evaluate and discuss the ...

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Assignment Your assessment consists a-word essay. The essay should have two main sections: 1.a PESTEL analysis We want you to use this framework in a thoughtful and critical way in order to evaluate the current and future attractiveness of a particular market segment. Draw some meaningful conclus ...

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