L7 International Marketing Assignment Brief | ULaw

Learning outcomes:

1. Synthesise and critically evaluate the links from the international corporate strategy to the marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.
2. Develop sustainable international competitive advantage through synthesise and implementation of international approaches to marketing leadership and innovation; assessing the link between shareholder value and an organisation’s on-going success.
3. Develop international marketing strategies to establish an organisation’s competitive and sustainable marketing and relationship strategies to achieve the organisation’s strategic intent and deliver its value proposition.
4. Develop operational marketing plans at organisational level using synergistic planning processes, taking account of different planning frameworks (cross-functional and board level contribution) and ensuring they are within the resource capabilities of an organisation.
5. Critically evaluate and design the most appropriate organisational structures for market-oriented organisations and in a changing international environment whilst evaluating the resource implications and requirements.

Assessment details: Individual written report, 100% (2,500 words)

Referencing: 

Students are expected to use Harvard Referencing throughout their assignments where required. Please follow the Harvard Referencing Handbook for all your assignments at the ULBS.

Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism and the use of AI software.

You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.

Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.

ASSIGNMENT DETAILS

This assessment is designed to ensure the learner’s merit from combining marketing and marketing communications together in a world where international marketing must adapt. This ensures a theoretical and real-world experience of global/international marketing. The students will need to understand and critically analyse market and industry data, micro/SME/large corporation data, and the exploration of academic and contemporary theories/approaches together.

It is not about being correct but about the power of one’s argument, the legitimacy of one’s ideas through reasoned rationale, founded on well referenced and up-to-date research evidence.

THE ASSESSMENT BRIEF

In this 2,500-word report (+ or – 10%), you are required to demonstrate your ability to synthesize and critically evaluate various aspects of international marketing approaches within the context of an organization’s corporate mission and vision.

You will develop and propose an international marketing plan that aligns with corporate objectives and fosters sustainable competitive advantage. Your report should also address the development of operational marketing plans and organizational structures suitable for a dynamic international environment.

Please follow the provided structure and approximate word count recommendations.

1. Introduction (300 words)

• Introduce an organization of your own choice and briefly evaluate its
  international corporate strategy, mission, and/or vision. Avoid choosing Amazon, Tesla, Apple, Microsoft, Samsung, or similar companies, rather focus on companies who do not have an extensive international presence yet. (LO1)

2. Sustainable Competitive Advantage (500 words)

• Propose one new sustainable international competitive advantage through marketing leadership and/or innovation, by expansion of the business’ operations into a new market. In doing so, discuss how this approach can enhance shareholder value and contribute to long-term success of the organisation. Support all information with research and
  evidence. (LO2)

3. International Marketing Plan Development (1000 words)

• Further develop the idea from the previous section into a simplified international marketing strategy. Outline the international competitors and prepare ONE sample customer persona for the new market. Discuss the cultural impact or differences the organisation may face upon execution of the plan. Prepare a value proposition canvas based on the customer profile and your competitive advantage completed in part 2. Propose a communications mix (table) in launching of the given product or service in the new market. Pinpoint and justify ONE market entry approach and discuss the expected impact on the organization’s competitive position. Support all information with research and evidence. LO3

4. Operational Marketing Plans (600 words)

• Recommend an operational marketing plan outlining the necessary steps for implementation of the proposed strategy. Include up to 3 key objectives, an expected execution timeline, and KPI’s. You should also consider cross-functional collaboration, team roles, and board-level input within this process. Assess if these steps could require changes in the organisational structure in supporting market-orientation. Support all information with thorough research and evidence. LO4, LO5

5. Conclusion (100 words)

• Provide a short conclusion for the work, summarising the key points.

6. References

• Include a comprehensive list of references using appropriate academic and professional sources to support your analysis. These should come predominantly from sources found on the ULAW online library databases, the chosen company’s website and other reputable industry publications.