Learning Outcomes 2 and 3 are: “on successful completion of the module, students will be able to:
• (Learning Outcome 2) Critically examine how the social and cultural factors of a selected foreign country could influence consumer behaviour towards a particular product or service, and evaluate the strategic implications this may have on the marketing mix.
• (Learning Outcome 3) Critically evaluate the various international market entry strategy options available to the company seeking international expansion to a culturally-different destination, and make justified recommendations for the market entry strategy that the company should adopt.”
The assignment is detailed as follows:
Taking the role of an international marketing consultant, commissioned by a company (marketing an organisation’s product or service of your choice), prepare a detailed report for the organisation’s marketing director with a recommendation for the company’s next international market (of your choice).
Alternatively your choice of destination market may be selected on the basis that international market entry has previously been affected but with little or no success.
