MS70102E – Global Marketing and Digital Business Summative Assessment, UWL, UK

Module overview

The aim of this module is to equip students with knowledge of marketing strategy in the context of digital technology and consumer behaviour, and its application in the contemporary global environment. Students will learn to apply theories and models of strategic marketing to organisational or product scenarios that are most relevant to them. 

The module builds on the understanding of the global trading environment, differences in buyer and consumer behaviours and it examines how global marketing analysis, strategies and programmes can be developed, organised and implemented in a digital business. 

In summary, this module prepares a student to grasp a strong understanding of the essentials of global marketing in a digital business, Internationalization Theories, Development of Firm’s International Competitiveness and Online Business, Global Marketing Research, Political Economic and Sociocultural Environments, International Market Selection Process, Market Entry Decision and issues surrounding Brand and Reputation management, Global Product Decisions, Global Pricing and Distribution Strategies, Global Communication Strategies and Contemporary aspects in relation to cyber security, big data and regulatory compliance Therefore, this module will be based on exploring these digital business marketing concepts deployed by global organisations.

Learning outcomes: 

1. Demonstrate a critical understanding of the impact of digital technology on marketing strategy in the current global context.
2. Understand the current trends in global consumer behaviour and its impact on marketing strategy
3. Create and analyse a marketing strategy for a given organisation or product.
4. Evaluate competing theories and models relevant to a given or chosen situation in creating a suitable marketing strategy.
5. Understand and apply the principles of sustainable marketing and social responsibility to a given or chosen scenario.

Summative Assessment 1

Main objectives of the Assessment 

• The world has transitioned into a heavily digital environment and marketing has had to adapt to this change. Websites, mobile and e-commerce have changed the way people seek out products and services and the way they purchase them.
• Today, businesses are interacting digitally with their customers and collecting vast amounts of consumer information in the process. This is because we now have a consumer-led economy and marketing is no longer just about brand – it’s about customers and their experiences. In this digital era, customers are becoming more demanding and have higher expectations than ever before. (Australian Business Consulting & Solutions, 2021).
• A quick Google search about global online businesses like Amazon’s and Alibaba will provide countless articles praising the glory of Jeff Bezos and Jack Ma. This movement towards e-commerce is undeniable, but the real question is whether the transition from brick-and-mortar retail sales is annihilating small businesses or causing closures that result from natural economic growing gains. 

Requirements: 

a) Critically evaluate the information above in a 1000-word report (not including bibliography). 
b) You must have used exactly eight sources of published literary sources. 
c) The tutor will provide three out of the eight sources. 
d) You are required to obtain five of the required eight sources by your self

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

Summative Assessment 3

For element 3, you are required to prepare a self-marketing plan highlighting on the skills, competences, and capabilities you have acquired while studying this module. You could do this in a blog or in a simple write up that could later be updated onto your LinkedIn profile. On successful completion of the module, students will be able to: 

• Demonstrate a critical understanding of the impact of digital technology on marketing strategy in the current global context. 
• Understand the current trends in global consumer behaviour and its impact on marketing strategy. 
• Create and analyse a marketing strategy for a given organisation or product. 
• Evaluate competing theories and models relevant to a given or chosen situation in creating a suitable marketing strategy.
 • Understand and apply the principles of sustainable marketing and social responsibility to a given or chosen scenario.