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INTERNATIONAL MARKETING ASSESSMENT 3 DESCRIPTION
Aligned subject learning outcomes
SLO2: apply marketing skills and knowledge to recommend innovative marketing strategies and programs for an international organisation.
Course learning outcomes
CLO1: Demonstrate essential knowledge and innovative thinking necessary for a careers in ever changing business and not-for-profit environments CLO6: Apply critical thinking and problem-solving strategies in disruptive domestic and global business contexts CLO9: Evaluate and apply ethical, sustainable and social responsibility in professional practice and decision making
Group or individual
2,500 words, excluding appendices and references
ASSESSMENT TASK 3: DESCRIPTION
Aim: the aim of this assessment is to propose and justify an international marketing mix strategy to meet the needs of non-domestic consumers in an export/foreign market.
Develop an international marketing mix strategy for the SME and foreign market customers, previously selected for assessment 2.
Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references.
Ensure the report is structured using headings and sub-headings. The report format should adhere to professional, report writing conventions, with:
Table of contents
International product strategy (i.e., quality level, features, product line or mix, brand logo, third party certifications, language of the product package, ingredients, design, use of colour, adaptation of product)
International pricing strategy (i.e., considering the impact of local sales taxes, tariff barriers, inflation, currency fluctuations on pricing)
International distribution strategy (i.e., channels of distribution, logistics)
International marketing communications (i.e., convincing people to buy the product; advertising, social media marketing, sales promotion, adaptation according to local rules and regulations or cultural norms, country of-origin effect)
The services marketing mix (i.e., cross cultural training of personnel, adaptation of processes or physical cues if applicable, level of customer service or after sales service)
Appendices: provide visual evidence of anything related to the international marketing of the product/service/brand you have selected (eg., screen capture from a website, product shot, advertising collateral, social media post, newspaper article, post by an influencer, breaking news item, etc.).
Keep a portfolio of advertising collateral during the term and place key materials in the appendices.
See tips given for the first assessment.
Do a Google search and visit Export Awards – Australian Export Awards (https://www.exportawards.gov.au/) for information on why certain companies succeeded, or examine Australian advertising agencies (i.e., Ogilvy, the Monkeys, etc.) to get ideas on marketing communications and success stories in foreign markets.
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