MK690 Marketing Across CulturesIndividual Assignment (Draft: Subject to the Approval of the External Examiner)Subject specific learning outcomes:
1. To identify and analyse the key drivers of internationalisation, barriers to be overcome andappreciate their importance when developing and implementing international marketingplans and strategies. 2. To utilise appropriate market research, screening and selection methodologies to identifynew export opportunities and develop effective and justifiable international marketing plans.
Cognitive learning outcomes:
3. To apply sound written communication skills in presenting ideas and solutions toproblems. 4. To demonstrate the ability to identify and critique appropriate literature to support ideas.
Assignment overview and assessment:
The second assignment for this module is based on an individual report which is thepreparation of an outline international marketing selection and entry strategy plan. Individual Written Assignment 2 -
1500 words
(accounting for 40% of the overallassessment of this module ), to be submitted via Turnitin.
Submission deadline: Friday 21
st
January 2022: 10 a.m.
Assignment Brief Please read carefully and if you do not understand any aspect of the brief, ask one of the tutors.
Individually you are expected to develop an international market selection and entry strategyand plan for a UK domestically based company. The company that we have selected for theassignment is a Sussex based SME Schofield watch company.Your role is to act as a marketing consultants hired by the Schofield watch company toidentify and select one new export market for the company to target based on your researchand analysis. You then need to advise Schofield watch company on how they should puttogether their market entry strategy and devise a marketing entry plan for your chosenmarket
The key tasks involved in developing your report are:
1.Initially research and assess four potential export markets and then select one keycountry/market to target first, giving the rationale for your choice. This rationaleshould be based on the analysis of as much relevant research information as