International Marketing Evaluation & Strategy
You will be allocated an international market which you will complete a PESTLE evaluation of the market for potential business/product opportunities. This will provide a detailed understanding of how the market and trends to inform international marketing choices namely political, legal, economic, socio-cultural, technological and environmental. Some or all of these issues will have implications for developing a marketing strategy. The purpose of this evaluation is to identify potential market opportunities for the introduction of a product/service. You will then be required to select an Irish/UK based SME product which you would consider has potential for expansion into this country, based on your market evaluation.
You will develop a global marketing strategy for that country, for your chosen Irish or UK SME product/service. This will include (although not exclusively):
Justifying the opportunity in the country for your chosen SME product/service and providing a background to this organisation.
Provide an overview of the competitive landscape for your chosen SME offering in your allocated country.
Develop and design an outline international marketing strategy. You will need to discuss the product and modifications (if any) to allow entry and market establishment, pricing decisions or changes, effective promotional efforts to establish awareness and establish market presence and distribution choices along with the key challenges to global expansion for the SME in this market. It is anticipated that you will be draw comparison with the domestic market to illustrate the necessary changes and choices.
You will be required to ensure that the PESTLE and international marketing strategy are linked to justify your decisions and choices.
Harvard style referencing must be used without exception.
Feedback will be given both written individual feedback and generic week commencing 6th December 2021. Plagiarism is a serious offence and if detected will be dealt with according to the UUBS policy. All coursework will be monitored for the detection of plagiarism using Turnitin.
The Module Coordinator will make use of feed forward in preparation for coursework. In addition a discussion area will be used within Blackboard Learn, whereby students may support each other with regard to coursework, facilitated by the module leader. General feedback from assignments will be given in class, and students may make appointments to receive individual feedback. Individual written feedback will be given for all assignments along with marks as outlined above.
Guidelines for Assignment Submission
All sources of information must be referenced correctly. Students must ensure references are included in a bibliography at the end of your assignment and follow the UUBS Referencing Guide on the Harvard System of Referencing; poor citation of references will result in loss of marks. This applies to all academic, practitioner and online company/product information sources without exception.
All documents must be presented using Arial Size 12 font and double line spaced.
Students should pay particular attention to grammar and spelling.
Assessment submissions must adhere to UU guidelines as set out in your course handbook.
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