Marketing communication and environment

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Reference no: EM132730362

Main Objective of the assessment

- To demonstrate an understanding of International Marketing

- To show how an understanding of both the theory and practice of International Marketing

- To show a good understanding of the subject matter of the individual essay

- To demonstrate an understanding of the material taught on the module.

Description of the Assessment

1. Marketing Communication and Environment

Part A

What is marketing communication? Analyse the roles that communication plays in the international marketing process.

Part B

Why should a marketer have good understanding/knowledge about a country's environment when developing a communication campaign?

2. Culture and International Marketing

Part A

Discuss why culture is so important to international marketing. Use the theories of G. Hofstede and E.T. Hall in this discussion.

Part B

Choose two culturally different counties and applying Hofstede's and Hall's theories on culture illustrate how a company should adjust its marketing strategy in each country due to the cultural difference. Please apply one of the examples (a) automobiles (b) supermarkets or (c) Fast Moving Consumer Good/Packaged Good (such as produced by Unilever, Proctor and Gamble or Nestle).

3. Segmentation, Positioning and Branding

Part A

How can international companies segment markets? Explain this in relation to positioning.

Part B

How can an international company position itself in a competitive overseas market? Why is this of importance to international branding?

Reference no: EM132730362

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