MS70102E Element 2: Sustainable Marketing plan Summative Assessment 2- Global Marketing and Digital Business

Summative Assessment 2

Scenario 

In your role within the marketing function of an organisation of your choice, your manager has asked you to assess the appropriateness of using the organisations online presence to develop your business globally in a country of your choice. As a result, you are to present a 3-year strategic marketing plan to management. In the marketing plan, management would be expected to see more on how digital media would be used to engage and build/maintain relationships with customers, integrating that with traditional media and the marketing mix on the global stage. Based on the scenario above, complete the following tasks below as part of your 3000-word portfolio.

Marking Criteria LO3, LO4, LO5

• Introduction and Background –The introduction should include among others the following information. The purpose of the sustainable plan, what the marketing plan aims to achieve and the background of the organisation including the mission and vision.
• Analysis of the organisation's current situation using the relevant marketing theories and models
• Evaluation and Critical Discussions of the internationalisation theories and the market entry issues
• Application of the relevant theories and concepts to the relevant marketing mix to be discussed
• Presentation style and format, Professionalism