MGTM27: International Marketing Assignment Brief | University Of Sunderland

Assignment Brief: Part A

Part A of the assignment assesses learning outcomes K2, and K3. The report length is 2500 words.

For this assessment you must choose one organisation from the following:

1. IKEA
2. Glossier
3. Patagonia
4. Primark
5. JustEatTakeaway.com
6. Airbnb

You have been requested by your chosen business to conduct a market analysis and produce a market analysis report identifying potential trends in the business environment which may positively or negatively affect the future of the business. The business has also requested you to develop Digital Marketing Strategies to enable the company to gain a competitive edge in the market.

The market analysis report must provide the following insights:

1.    Marketing Environment analysis
2.    Current market segmentation
3.    An analysis of how themes in the business environment impact the marketing mix
4.    Recommendations on digital marketing strategies to help the business

For Part A of the assessment, you must choose a market the business currently operates in and carry out an investigation to understand their market position.

Your report must be driven by credible sources (both academic and trade sources). In all parts of this report, you must engage with theory and concepts using correct citations and referencing to provide a clear critical discussion and justification of what theories, concepts, tools you have chosen to conduct your analysis in each section.

To do this analysis you must look at how the business has been performing and the business environment by looking at data over the recent years. It is recommended you consider the businesses performance from at least a year earlier to present.

Part B

Part B of the report is based on the workshop simulation and assesses learning outcomes K1. The report length is 1500 words.
In part B, you must provide a reflection of your practical experience in making management decisions in the simulation. You must maintain weekly reflective journal entries which should be attached to the appendix as evidence to support your critical reflection.
While you will participate in the workshop simulations in groups, you must individually maintain your own reflective journals and draw on this to produce Part B.

The report must critically evaluate the effectiveness of the choices and decisions you made and how it affected the business.
Weekly reflective journal entries: reflect on the aim/objective of that sessions task, what decisions did you make? Why did you make chose choices? What is your expected outcome? What was the actual outcome? If different, why do you think the outcome was different?
In this section the assignment requires you to produce reflective writing. To do this you may follow Gibbs reflective cycle (see, The University of Edinburgh, 2020 and SASS).

Reference List:

1.    The University of Edinburgh (2020) Gibbs’ Reflective Cycle. Available
at:  https://www.ed.ac.uk/reflection/reflectors-toolkit/reflecting-on-experience/gibbs-reflective-cycle

LEARNING OUTCOMES

Upon successful completion of this module, students will have demonstrated:

Knowledge

K1 Evaluate conceptual frameworks related to management decisions on globalisation and international market selection.
K2 Evaluate the strategic impact of the external environment, including sustainable and digital, on the marketing decisions of organisations.
K3 Develop effective and sustainable market responsive marketing programmes.