MKT3040 L6 Global Marketing Assessment 1 Brief- UON
| Assessment Code: | AS1 |
| Module Level: | Level 6 |
| Words count: | 2000 |
Assessment Task Guidance Description
Learning Outcomes aligned to this assessment:
On successful completion of this assessment, you will be able to:
- Select and explain key global marketing concepts and their impact on global marketing decisions in a complex environment
- Apply global marketing concepts to real business examples and assess the effectiveness of strategies and decisions
- Identify and select relevant global marketing information appropriate to global expansion strategies
- Select appropriate global marketing tools in line with strategic decisions and communicate effectively to a range of audiences
Task:
The purpose of this assignment is to produce an individual comprehensive portfolio, (in the style of a report), of a minimum of 2000 words- (max 2500) which addresses the questions outlined below.
It is expected that you will makereference to quality academicsources to complete this assessment and you MUST use a minimum of 10 Academic Journal Articlesto potentially receive a passing grade.
Quality academic sources: -journal articles -industry report -bloombug, the economist -WTO… -AC Nelson
Portfolio Entry 1: The “global marketing” concept: (Hollensen, 2020: chapter 1)
Q1: Critically explain the Glocalisation framework
Q2: Critically discuss what benefit(s) a company might achieve by adopting a ‘think globally but act locally’ strategy. You are expected to provide at least one example of a real business that supports this portfolio entry.
Portfolio Entry 2: Internationalisation (Hollensen, 2020, Chapter 2 & 3)
Q1. There are triggers and motives that cause companies to internationalise. Select one trigger and one motive and debate these in relation to why a company may choose to internationalise.
Portfolio Entry 3: PEST Analysis of emerging BRIC Markets (Hollensen, 2020, Chapter 4)
Q1. Choose one of the emerging BRIC markets*, (Brazil, Russia, India & China) and provide the following information:
- A (very) brief background to your chosen country
- A critical discussion of the political risks for your chosen country
- A critical discussion of the economic environment for your chosen country
- A critical discussion of the potential advantages and disadvantages for a UK company
Portfolio Entry 4: Market Expansion Strategies (Hollensen, 2020, Chapter 8)
Q1. Critically compare and evaluate the waterfall approach vs. the shower approach as a market expansion strategy, providing some real-world examples to support your answer
