Posted: July 29th, 2016
The assignment will take the form of a 3500 word individual International Marketing Plan for the international expansion of a company (80% marks) and a 500 word report on a popular and respected marketing model (20% marks)
Thus there are two tasks that need to be completed as part of the summative brief:
• Task One: You are required to complete a well thought out and justified Tactical International Marketing Plan, which focusses on the practical implementation issues facing the organisation rather than on repeating the course material and theory. However, theory should be a foundation which supports and explains why you propose a particular action. You should remember that this is an advanced (Masters) course and your plan should reflect that through your high standards of detailed content and the quality of your recommended actions.
• Task Two: The 500 word report on the Uppsala marketing model (please refer to the brief below)
Background to the brief:
• Task One: You are an international marketing consultant who has been appointed by a client company, which has decided to launch its products internationally and you have been asked by the client to put together a detailed marketing plan explaining the process of implementation.
You should assume that you are undertaking this work to be submitted to the Board of Directors as part of the justification process for international expansion. This International Marketing Plan will be in the form of a written report for the Board of Directors.
• Task Two: The same client has also asked you to provide a 500 word report on both the theory behind and the practical application of the Uppsala model, in particular they want you to advise on the firm’s choice of market and form of entry using the conceptual rational behind the model.
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