INTERNATIONAL MARKETING ASSESSMENT 3 DESCRIPTION
|Aligned subject learning outcomes||SLO2: apply marketing skills and knowledge to recommend innovative marketing strategies and programs for an international organisation.|
|Course learning outcomes||CLO1: Demonstrate essential knowledge and innovative thinking necessary for a careers in ever changing business and not-for-profit environments CLO6: Apply critical thinking and problem-solving strategies in disruptive domestic and global business contexts CLO9: Evaluate and apply ethical, sustainable and social responsibility in professional practice and decision making|
|Group or individual||Individual|
|Length||2,500 words, excluding appendices and references|
|Due date||1 Aug.|
ASSESSMENT TASK 3: DESCRIPTION
Aim: the aim of this assessment is to propose and justify an international marketing mix strategy to meet the needs of non-domestic consumers in an export/foreign market.
- Develop an international marketing mix strategy for the SME and foreign market customers, previously selected for assessment 2.
- Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references.
- Ensure the report is structured using headings and sub-headings. The report format should adhere to professional, report writing conventions, with:
- Executive summary
- Table of contents
- International product strategy (i.e., quality level, features, product line or mix, brand logo, third party certifications, language of the product package, ingredients, design, use of colour, adaptation of product)
- International pricing strategy (i.e., considering the impact of local sales taxes, tariff barriers, inflation, currency fluctuations on pricing)
- International distribution strategy (i.e., channels of distribution, logistics)
- International marketing communications (i.e., convincing people to buy the product; advertising, social media marketing, sales promotion, adaptation according to local rules and regulations or cultural norms, country of-origin effect)
- The services marketing mix (i.e., cross cultural training of personnel, adaptation of processes or physical cues if applicable, level of customer service or after sales service)
- Appendices: provide visual evidence of anything related to the international marketing of the product/service/brand you have selected (eg., screen capture from a website, product shot, advertising collateral, social media post, newspaper article, post by an influencer, breaking news item, etc.).
- Keep a portfolio of advertising collateral during the term and place key materials in the appendices.
See tips given for the first assessment.
Do a Google search and visit Export Awards – Australian Export Awards (https://www.exportawards.gov.au/) for information on why certain companies succeeded, or examine Australian advertising agencies (i.e., Ogilvy, the Monkeys, etc.) to get ideas on marketing communications and success stories in foreign markets.