INTERNATIONAL MARKETING ASSESSMENT

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
Weighting 45%
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.

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Instructions:

  • 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
    • Introduction
    • 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)
    • References
    • Appendices.
  • 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.
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Tips

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.

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