3000words assessment
Carlisle
MainObjectiveoftheassessment.docxMain 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.
MG5561 <International Marketing> Assignment/Coursework Brief for 2020/21
Approved BBS Coursework Brief Template 2020/21 2 of 6
1. Marketing Communication and Environment
Part A
What is marketing communication? Analyse the roles that communication plays in the international marketing process.
Part B
Why should a marketer have good understanding/knowledge about a country’s environment when developing a communication campaign?
2. Culture and International Marketing
Part A
Discuss why culture is so important to international marketing. Use the theories of G. Hofstede and E.T. Hall in this discussion.
Part B
Choose two culturally different counties and applying Hofstede’s and Hall’s theories on culture illustrate how a company should adjust its
marketing strategy in each country due to the cultural difference. Please apply one of the examples (a) automobiles (b) supermarkets or (c)
Fast Moving Consumer Good/Packaged Good (such as produced by Unilever, Proctor and Gamble or Nestle).
3. Segmentation, Positioning and Branding
Part A
How can international companies segment markets? Explain this in relation to positioning.
Part B
How can an international company position itself in a competitive overseas market? Why is this of importance to international branding?
