MKTG70370 International Marketing Assessment Brief 2025 | UOS

MKTG70370 INTERNATIONAL MARKETING

Assessment Brief for the Individual Presentation (100%)

You must also read widely and carry out independent research and reading around the topic area and your client's brand. It will be useful to undertake preliminary marketing research (mainly secondary at this point) and also undertake extensive reading prior to developing your presentation.

Individual Presentation (100%): assesses all 4 learning outcomes.

Prepare an individual presentation to inform a selected company (from a pool of 5 companies provided below) about the potential launch into a new market. Your presentation should address external environmental considerations using appropriate analytical models and frameworks to develop an international marketing strategy (15 minutes presentation + 15 minutes Q&A session)

You are to position yourself as an International Marketing Consultant for the selected company. Your client is keen to expand into new international markets. You are required to propose a new international market suitable for expansion and product launch into a new market. You are required to present an international marketing plan as a proposal to the Board of Directors of your chosen company.

Your presentation must include the following key areas:

1. Identify and evaluate the implications of major environmental influences affecting the international market of your choice, and most importantly you are expected to undertake relevant research of the new international target customer.
2. The client expects you to select, adapt, develop and apply appropriate analytical models and frameworks to analyse and assess global and international marketing problems and opportunities for their products.
3. The client requires you to develop a creative and coherent international marketing strategy for the chosen international market; and
4. The client would also require you to include a reflection on potential challenges which their international managers may encounter in planning, communicating, negotiating, leading and controlling international marketing activities in complex international cultural contexts.

You may choose your client from the below list of 5 companies:

APPROVAL

1. Fussy - deodorant
2. Muddy Machines
harvesting machinery
3. Maeving - electric motorbikes
4. Jude - urinary incontinence supplements
5. Jubel - alcoholic drinks

You must read widely and carry out independent research in the market your client operates within (mainly secondary at this point) and also undertake extensive reading prior to writing an International Marketing Plan for your chosen client.

In developing your international marketing plan you will need to carry out a number of steps, including:

• Market choice: Selecting a country suitable for global expansion. Here you should justify your choice with robust research and the application of suitable marketing frameworks.
• Research: Researching the internal and external environments of the country and the company. This research phase is essential since marketing decisions made are only ever as good as the information on which they are based (Tookey 1964, cited by AL Souchon, 1996). Here you should identify discuss and evaluate the key environmental issues which will shape your international marketing strategy.
• Strategy development: Designing international marketing strategies and tactics for your chosen company including the reflection of challenges with recommendations.

Realism and precision will be rewarded. The theories, models, and concepts presented in the recommended textbook(s) and in the lectures will have to be applied to justify and analyse international marketing decisions. Indications of how to implement the plan and control for its success should also be included but only briefly (no more than 200 words).

Your International Marketing Plan should be a PowerPoint presentation, with notes included beneath each slide, so that your client can read your explanation of the information presented. A Reference List should be included on your final slide.

MKTG70370 Structure of International Marketing Plan

MKTG70370 Guidance:

Permitted Al Usage: Al can assist with brainstorming, creating outlines, and organising ideas. However, all content in the final presentation and slide notes must be developed independently.

Originality of Final Content: Ensure that the content is entirely your own, with Al serving only as a supportive tool in the initial stages.

• Ethical Use of Al: Use Al responsibly and ethically, ensuring transparency about Al usage as required.
  United Nations SDGs

This international marketing assessment can align with several UN Sustainable Development Goals (SDGs), depending on the company and target market selected for your marketing plan development. Some relevant SDGs include:

1. SDG 8: Decent Work and Economic Growth - consideration of strategic issues related to economic sustainability and growth initiatives within the chosen international market.
2. SDG 9: Industry, Innovation, and Infrastructure - consideration of challenges related to innovation, infrastructure development, and technological advances as part of the new international market entry proposed.
3. SDG 12: Responsible Consumption and Production consideration of challenges for your chosen company in a new international market around resource management, sustainability, and reducing environmental impact.
4. SDG 13: Climate Action - consideration of climate risks, reducing emissions, and adopting sustainable practices within your proposal for new international market entry.
5. SDG 17: Partnerships for the Goals consideration of how collaborative partnerships and international cooperation within the chosen new market will support a collaborative approach towards sustainable development.
The specific SDGs will vary based on the company and the new international market proposed. You are encouraged to consider the wider societal and environmental implications within your proposed international marketing plan, these goals would naturally integrate into the analysis.

MKTG70370 Assessment Criteria