BU7411 International Marketing: Ash Trzebiatowski A.trzebiatowski@chester - Ac.uk
BU7411 International Marketing: Ash Trzebiatowski A.trzebiatowski@chester - Ac.uk
BU7411 International Marketing: Ash Trzebiatowski A.trzebiatowski@chester - Ac.uk
International Marketing
Ash Trzebiatowski
[email protected]
WMC HR Team
Agenda for this session:
• Assignment briefing
!!
• Assignment deep dive
• Q&A
M o d ul e
i g nm e nt
Ass
• 4,000 word portfolio – 100% weighting
• Due – before 12pm on 9th June 2023
• Submission via turn it in
b re a k i t
L e t’s
d ow n . .
Summary !!
1. Introduction (approx. 100 words)
2. International Market Research and Country Analysis / Market
Entry Strategy (approx. 1400 words)
3. Customer/cultural Analysis (approx. 1,100 words)
4. International marketing mix strategy (approx. 1,100 words)
5. Conclusion (approx. 300 words)
Introduction (approx. 100 words)
Section 1
Apply relevant customer-oriented cultural theory to frame your cultural analysis of your
chosen target country/customer (eg. Hofstede; Trompenaar; Schwartz; Sarathy &
Terpstra’s Cultural Framework; Hall & Hall, etc…). This will demonstrate conceptual and
theoretical knowledge and understanding adding credibility to your report.
Do not use HR/organisational cultural theory or this will impact on your grade!
Ensure your ideas are marketing-oriented rather than taking a broader business focus.
•Apply your market and customer level cultural and behavioural insights to critically
analyse their impact on the international marketing mix strategy of your product there to
justify strategic adaptation recommendations regarding the marketing mix elements.
Critically apply relevant academic literature and marketing mix related theory to
demonstrate your conceptual knowledge and understanding.
Do not mechanically go through each ‘P’ merely describing operational suggestions. This
part should apply your researched insights to justify longer term strategic ideas
regarding adaptation of international marketing mix strategy.
Impact of cross cultural issues on
international marketing mix strategy
Section 4 (approx. 1,100 words)
Use the recommended online and library resources to research your chosen
company and its international market environment
Aim to show your practical (researched) and theoretical conceptual
marketing knowledge by supporting your ideas with referenced evidence
and wider academic reading (using Appendices appropriately).
Correctly cite your references (APA) within the main body and in References
section.
Email Study Skills team [email protected] for help with your academic
writing or referencing skills; or English for Academic Purposes (for
International students).
Professional Presentation