Demonstrate critical awareness through the application

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Reference no: EM134008922

Module overview

The aim of this module is to provide students with substantial knowledge of organisations that engage marketing activities outside their home country and focuses its resources and competences on global marketing opportunities. Additionally, to broaden students' awareness of the current global Marketing trends and issues including the identification of global digital marketing strategies and the external forces in business environment, therefore, acquire a level of expertise in developing marketing strategies across the globe.

Indicative content:

Introduction to global marketing
Globalisation and deglobalisation
Global Marketing research and social media research.
International Market selection process
Global Market entry strategies
The Global Marketing Environment and e-Marketing Environment
The marketing mix (standardisation vs. adaptation)
Ethics and sustainability in Global Marketing

Learning Outcomes:

LO1: Demonstrate critical awareness through the application of the theoretical and practical tensions in global marketing.
LO2: Use relevant frameworks to develop marketplace and consumer insights to formulate marketing decisions.
LO3: Critique models of market segmentation, selection, targeting, positioning, and marketing mix in offline and digital marketing.
LO4: Critically appreciate cultural and ethical influences on the deployment of international marketing campaigns through the analysis of a range of issues in managing a diverse work force.
LO5: Develop competencies essential for life in organisations and career in global marketing

Assessment 1

Marketing plan Individual work & Elevator pitch 5min presentation

Main objectives of the Assessment

This assignment is composed of two parts, for part one, you are responsible for developing a 2000 word‘s report that covers various aspects of a global marketing strategy for a real-life company that will start conducting business abroad in a country it is not currently operating in. Your plan should present a market analysis, cultural considerations, competitive landscape, and a comprehensive implementation plan. This report is crucial as it will provide a blueprint for the company's smooth entry into the foreign market, allowing the company to effectively overcome challenges and seize opportunities. The ultimate goal is to ensure that the global marketing strategy aligns perfectly with the company's objectives and maximizes its potential for success in this new international market.

For part two, you must convince the chief marketing officer (CMO) that your plan is not only well-researched and strategically sound, but it is also capable of captivating customers and gaining widespread acceptance in the target market. To achieve this you will need to distil the essence of your marketing strategy into a compelling elevator pitch that succinctly highlights the market potential and key success factors for the company‘s successful entry into the foreign market. This elevator pitch will serve as a powerful tool to quickly and effectively communicate the essence of your plan, leaving a lasting impression on decision makers and garnering their support for the upcoming global expansion.

Employability Skills

This assessment covers the following employability skills, which you could demonstrate on your CV and at job interviews if you successfully pass the assessment:

Communication
Writing
Speaking
Listening
Presenting
Non-Verbal
Problem solving
Take initiative and self-motivating
Critical thinking
Can work under pressure and to deadline
Planning and organisation skills
Ability to learn and adapt
Valuing Diversity
Negotiation Skills
Enterprising
Industry/commercial aware
Reflective lifelong learners
Digitally literate
Creativity/lateral thinking
Time management
Project management
Influencing
Intellectual curiosity
Flexibility
Interpersonal
Leadership
Perseverance
Confidence
Global/cultural awareness
Integrity and accountability
Decision making

Reference no: EM134008922

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