This paper explores theoretical issues of international marketing and the attractiveness and particularities of global markets for products and services. Evaluates the impact of external environmental (cultural, social, political and economic) factors on global marketing strategies

Issues of international marketing

Unit learning outcomes On successful completion of this unit students will be able to: 1. Critically review the practical and theoretical issues of international marketing and the attractiveness and particularities of global markets for products and services 2. Evaluate the impact of external environmental (cultural, social, political and economic) factors on global marketing strategies 3. Assess the suitability of foreign expansion market entry modes and relevant strategies 4. Examine people and companies’ skills and systems required to design and implement global marketing strategies across countries’ border.

Issues of international marketing

Reference Guidelines for Essays, Reports, and Presentations Students are expected to engage with secondary literature in all written and assessed work. Below are the general indicative guidelines as to the level of engagement expected. This requirement will be discussed in detail by the unit leader at the beginning of this unit: 1,000 word minimum 10 references of peer-reviewed secondary sources 2,000 word minimum 15 references of peer-reviewed secondary sources 3,000 word minimum 20 references of peer-reviewed secondary sources Academic peer reviewed journals are required.

Issues of international marketing

Domains from .com websites are not allowed except for companies of which coursework highlights. Students are strongly encouraged to refer to journals found in Science Direct, Emerald, The Directory of Open Access Journals, The Institute of Hospitality, and Mintel. If students would like to access a particular paper, but cannot access the article, please email the unit leader with the author, journal article title, the journal, volume and any other details. COURSEWORK 1: INDIVIDUAL ESSAY (50%) TASK Students should prepare a 2,000-word essay on the topic outlined below.

Issues of international marketing

The definition of “Marketing” has evolved over the years from production to product to sales to societal consumer-centric marketing. There are numerous iterations of the concept, ranging from Ernest Dichter, Philip Kotler, Theodore Levitt, David Aaker, Martin Lindstrom to Douglas Van Praet and others. Increasingly, “creating and delivering relevant value” has become the key requirement when planning the launch or relaunch of products and services. Sometimes, it is about an “unmet need”, but often what precisely constitutes “value” for consumers is ill-defined or misunderstood within an organization.

Issues of international marketing

Meeting currently unmet needs requires careful evaluation, e.g. potential market size, the relative importance of fulfilling such a need, the appropriateness and desirability for the value proposition in different parts of the world. Further, brands may evolve their value proposition over time to better meet changing consumer needs. The correct identification of a value proposition from the consumer point of view is critical to market success. Some approaches include adding more functional benefits to existing products, sales promotions, micro-targeting, etc.

Issues of international marketing

To what extent are these basic approaches still relevant in a volatile and uncertain environment? Are there are strategies to meet evolving needs? Task : Essay With reference to an existing global brand, analyze the extent to which it is delivering identifiable value to its consumers. Guidelines The analysis may include (but is not limited to) messaging analysis and strategy (marketing communications), description of the target market and the corresponding relevance of the value proposition, positioning, how and the value proposition is relevant globally, potential adjustment of the value proposition in future (if needed and why), the consumer insight which identified the value proposition, etc.

Issues of international marketing

Keep in mind that the value proposition may be functional, emotional or both and may involve texture, packaging, color, claims, size, dosage, application (s), design, communication channels. Using the marketing mix may provide a useful format for the essay. It is important however to identify the single most important value proposition which differentiates the brand from its current competition. Formative assessment will require students to compile a referencing list of the secondary sources they propose to engage with in the writing of the essay. https://youtu.be/whPomzriNGY

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