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Main Objective of the assessment

The coursework is required to cover all learning outcomes, as it is 100% of the assessment. • To demonstrate an understanding of International Marketing • To show how an understanding of both the theory and practice of International Marketing • To show a good understanding of the subject matter of the individual essay • To demonstrate an understanding of the material taught on the module.

Description of the Assessment

Answer one of the below three questions. This should be written as a single essay though with two parts reflecting Part A and Part B. Use examples and do not present the work as a single case study answer. The essay should be 3,000 words in length not including references. At least ten academic references should be used.

Marketing Communication and Environment

Part A

What is Integrated Marketing Communication (IMC)? Analyse the roles that communication plays in the international marketing process.

Part B

Why should a marketer have good understanding/knowledge of a country’s environment when developing a communication campaign?

Culture and International Marketing

Part A

Discuss the importance of cultural effects in international marketing.

Part B

Choose two culturally different countries and applying Hofstede’s and Hall’s theories on culture to illustrate how a company adjusts its marketing strategy in each country due to cultural differences. Apply one of the following examples of a finance or a charity (e.g., WWF, Greenpeace, OXFAM etc.)

Segmentation, Targeting and Positioning

Part A

What is segmentation, targeting and positioning (STP)? Why STP is so important to the international marketing process?

Part B

Discuss why brands sometimes change aspects of their STP in international markets. Provide an example of a brand which has adapted its STP in an international market and explain why adaptation has taken place.

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