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BE552 International Marketing Strategy and Planning

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BE552 International Marketing Strategy and Planning - University of Essex

Learning outcome 1: acquire in-depth understanding of the international marketing strategy formulation process, international market selection and international market entry modes

Learning outcome 2: learn to use a range of frameworks for strategic analysis leading towards the development of an international marketing strategy

Learning outcome 3: acquire an in-depth understanding of the theory and practice of international marketing management for the entire marketing mix of various types of firms

Learning outcome 4: develop an understanding of the cross-cultural issues and international perspectives in marketing

Essay question:

Born global firms seek superior international business performance from the application of knowledge-based resources to the sale of outputs in multiple countries. Discuss what factors enable these firms to succeed in the global market. Provide examples to illustrate your arguments.

The individual assignment is expected to cover the following issues:
1. Referenceto the literature onearly and rapid internationalization among young, entrepreneurial firms and born global.

2. Reference to different case studies (based on secondary source information) to show how the different theories and concepts discussed in the essay relate to the success of born global firms.

The essay (of no more than 2000 words, excluding references) should demonstrate the knowledge and understanding of the literature on the key concepts and theories used to discuss Born Global firms. Students should demonstrate an understanding of internal and external factors that shape born global firms'strategies and performance. At least one case study should be provided to demonstrate how the different theories and concepts discussed in the essay relate to the strategy and performance of the case study. The essay is designed to test the conceptual, analytical and written communication skills of the students.

Attachment:- International Marketing Strategy and Planning.rar

Reference no: EM133106504

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