Reference no: EM132792828 , Length: 3175 words

MG5561 International Marketing Assignment - Brunel University London, UK

Main Objective of the assessment - The coursework is required to cover all learning outcomes, as it is 100% 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 - Answer one of the below three questions. This should be written as a single essay though with two parts reflecting Part A and Part B. Use examples and do not present the work as a single case study answer. The essay should be 3,000 words in length not including references. At least ten academic references should be used.

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?

Note - Word or Page Limit (if applicable): 3000 Words (not including references).