ENG7144 International Business and Marketing, Individual Marketing Plan - Birmingham City University

Assessment Summary

This module comprises of 2 parts:
Part 1: Team presentation 25% 
Part 2: Individual report 75% 

Part 2 – you are to develop an International Marketing-led Business Development Plan, which you would have worked on already with your team. You will now, individually, expand on a current project/product from the UK (or another market) into a chosen international market for growth and sustainable competitive advantage. The plan will not exceed 3000 words (excluding appendices). 

Learning Outcomes to be Assessed:

1. Evaluate the effects of changes in the business environment on an enterprise.
2.  Appraise the suitability of resources and capabilities of a business enterprise to achieve business objectives.
3. Formulate a marketing-led business development plan.

Assessment Details:

Title: Individual Marketing-led Business Plan
Style: Individual report

Rationale:

This module provides a particular focus on global strategic positioning, entry strategies and alliances, effective cross-cultural boundaries and management; developing and retaining an effective global management for products and services.

You will reflect on current research, current events and global developments to develop an International Marketing-led Business Development Plan. This plan will expand on a current  project/product (goods or service) from the UK (or other market) into a chosen international market for growth and sustainable competitive advantage. You will present findings first as a team and then compile and individual marketing plan. 

Description:

In teams, you will begin by deciding on a product (goods or service) which you will internationalise from a ‘home’ market to an ‘international’ market.

You will need to focus on current market conditions, drawing on the EXTERNAL environment by using a STEEPLE analysis, assessing customers, competition, Suppliers & Alliances, whilst taking cultural considerations into account. The business’s environmental considerations should include the future global, macro, business considerations as well as the, more micro, aspects of defined markets’ & segments’ quantified size & value, particularly highlighting changes as major sources of commercial advantage. 

In addition, you will also consider the INTERNAL environment of the organisation. This will include resources such as Human, Tangible, Intangible alongside capabilities and organisational management structures.

From these EXTERNAL and INTERNAL analyses, you will compile your findings in SWOT analyses, deriving organisational objectives, drawing conclusions and formulation of international marketing strategies. This will aid the development of your individual Marketing-Led Business Development Plan for expansion into new and emerging markets.

Additional information: 
Please see the Marketing-led Template provided on Moodle for format and headings to be used for both parts of the assessment.