AC 1.1: Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

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MK7051 International Marketing Management

Course/Unit Information

Course

Girne American University MBA Program

Unit Name

International Marketing Management

Unit Code

MK7051

Unite Type

Mandatory Module

 Assessment Criteria: MK7051 International Marketing Management

Module Code

& Title

Master’s Level

MK7051

International Marketing Management

Learning Outcomes

LO 01

Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organizations.

AC 1.1: Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

AC 1.2: Research possible international market entry methods and evaluate the benefits of each in relation to the organisation

LO 02

Evaluate models and strategies as a creative marketer to launch new products/services in a dynamic global marketplace.

AC 2.1: Critically evaluate the strengths and weaknesses of the organisation’s new product development process applying appropriate models and theories.

AC 2.2: Make recommendations for a marketing strategy that will expand the business in the international market.

Assessment Type

Portfolios

Marks

Marks Achieved

Task 01- Report

70

 

Task 02- Presentation

30

 

Overall Marks

100

 

Overall Grade

Pass/Merit/Distinction

           

Summative Feedback

Overall Feedback on current work with emphasis on how the student can further improve in future.

Task 01- Report

 

Task 02- PPT

 

Assignment Brief: MK7051 International Marketing Management

Scenario

You can choose any organisation 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 organisation, 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 analysed within the timescale permitted. 

Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organizations.

AC 1.1: Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

The assignment is divided into 2 parts to justify both practical as well as theoretical requirements of the module.

Task 01- Report [70 Marks] [2500-3000 words]

Executive Summary: You should summarize your entire case study briefly (no more than one page of A4 paper). This should outline the key messages and be prepared in a format that would be suitable for presentation to the senior management team of the example organization. [5 Marks]

  1. Introduction: You should introduce your organization of choice, giving details, based on research, about its size, its product offering including any branding, and the market(s) in which it currently operates. [7 Marks]
  1. Marketing Strategies: Critically discuss Porter’s Model/PESTLE (one of these two models) and BCG Matrix/Ansoff Matrix (one of these two models). Candidates are expected to evaluate each model and tool by comparing them in terms of their suitability for informing entry methods for your organization into international markets. [25 Marks]
  1.  New Product Development: Assess and evaluate strengths and weaknesses of the new product development process in your chosen organization and devise an international marketing strategy that will expand the business in the international marketplace. [15 Marks]
  1. Recommendations and Conclusion: Finally, summarise and discuss all the acquired findings and analysis and provide a conclusion. Communicate the recommendations for adequate marketing strategy for the chosen organization to expand the business in the global market. [10 Marks]
  1. References and Appendices [8 marks]: Adhere to Harvard Referencing Style only. Make use of the additional resources provided and cite credible academic sources. Alternatively provide citations from credible commercial sources like PWC, Deloitte, KPMG, CB Insights, and/or Annual Reports to support your work. Use the section of appendices wisely to provide your analysis when using and applying the PESTLE, SWOT, Porter’s Framework, BCG Matrix, Ansoff Growth Matrix, 7P’s Plan etc. Captions should be provided for all insertions- tables/charts/diagrams/pictures/graphs etc. You can also provide screenshots of the Powerpoint Presentation if needed.

Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organizations.

AC 1.1: Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

MK7051 International Marketing Management

Task 02- PPT [30 Marks] [Max of 10 slides]

The Presentation on the Marketing Mix (7Ps of Marketing) for the Chosen Organization in Task-1 would be conducted during the final phases of the course on a mutually agreed time slot (between the learner and the faculty). The time allotted for the presentation is 20 minutes (15 minutes presentation followed by 5 minutes Q&A) and would be evaluated based on content, presentation skills and interaction. Provide evidence of the presentation by pasting the screenshot of the presentation. 

Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organizations.

AC 1.1: Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

Students could make any assumptions with reasonable justifications for the above tasks. MK7051 International Marketing Management

The Report (Task 1) and the Presentation (in PPT format for task 2) should be submitted on the LMS on or before the specified submission deadline.


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