This assessment requires you to develop the remaining sections of a comprehensive international marketing plan for your selected organisation in the new country target market. The final document should include your work from Asst 2 and 3, revised as necessary, as the first parts of the overall plan. The aim is to recommend a marketing mix strategy that will enable the organisation to achieve its objectives in the new market. This includes: • objectives for the first 12 months of your plan; • strategic recommendations for the 4Ps (or 7Ps), including the extent of standardisation vs. adaptation with respect to domestic or other international marketing plans already in place; and • plans for managing, measuring and controlling the international marketing effort. Rationale The final project will expect in-depth engagement with relevant international marketing knowledge and will help students build skills required for work in this expanding field. This assessment has been designed to: • demonstrate the application of the knowledge gained in the subject to the development of strategies and marketing mix elements in an international market; • allow you to develop your information searching and critical thinking skills; and provide you with further experience in academic writing Presentation The new sections of this Asst should be a maximum of 4000 words. Please use headings/sub-headings to highlight changes in topic. An ideal assignment is your opinion, supported by evidence from respected/reliable sources, expressed in your own words, and fully referenced as to the source of ideas, facts and quotations. ‘In your own words’ is critical in displaying your understanding of the material, rather than being expert at copy and paste. Use Turnitin to check that you have fully paraphrased all your material. Any Turnitin result >15% (excluding reference list) suggests that you have over used other people’s words. Revise, and resubmit your paper to Turnitin. Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.
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