MK389 Assignment 2015 Upd
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Module Code:
MK0389
Module Title:
Global Marketing and Communication
Distributed on:
Week 1
Hand in Date:
TBC
Instructions on Assessment:
The assessment is in two parts:
Group seminar presentations contribute to 30% of the overall mark
The individual assignment contributes to 70% of the overall mark
Seminar activities (30%)
Students will work in small groups within their seminar and make two assessed presentations on their chosen global brand. Further information on the seminar activities is detailed separately.
Final Individual assignment (70%)
The individual assignment is based on the development of a marketing communications plan for the launch of a product/brand of your choice (ideally taken from any of the brands from your seminar group, including your own) in a country of your choice where the product/brand combination is not currently available i.e. it is possible that the brand may have a presence, but the particular chosen product is not available.
You will need to conduct academic research to address the following task.
You should assume the role of a Marketing Assistant when writing the report.
The report should outline your responses to the following tasks:
1. Identify the chosen product/brand and chosen country. Briefly justify your choice of country as a new market for your product/brand.
2. Prepare a summary analysis of the campaign context for the chosen global product/brand, including a description of potential customers, competitors, market trends and a review of previous Marketing Communications activities in other countries where the brand/product is currently available. This analysis will provide the foundation for the development of the launch communications plan (question3).
3. From the summary analysis you are required to develop part of the communications campaign for the launch of the product/brand. You must decide on your overall strategy – Global/glocal/local -and then your promotional objectives. Choosing only one
Module Code:
MK0389
Module Title:
Global Marketing and Communication
Distributed on:
Week 1
Hand in Date:
TBC
Instructions on Assessment:
The assessment is in two parts:
Group seminar presentations contribute to 30% of the overall mark
The individual assignment contributes to 70% of the overall mark
Seminar activities (30%)
Students will work in small groups within their seminar and make two assessed presentations on their chosen global brand. Further information on the seminar activities is detailed separately.
Final Individual assignment (70%)
The individual assignment is based on the development of a marketing communications plan for the launch of a product/brand of your choice (ideally taken from any of the brands from your seminar group, including your own) in a country of your choice where the product/brand combination is not currently available i.e. it is possible that the brand may have a presence, but the particular chosen product is not available.
You will need to conduct academic research to address the following task.
You should assume the role of a Marketing Assistant when writing the report.
The report should outline your responses to the following tasks:
1. Identify the chosen product/brand and chosen country. Briefly justify your choice of country as a new market for your product/brand.
2. Prepare a summary analysis of the campaign context for the chosen global product/brand, including a description of potential customers, competitors, market trends and a review of previous Marketing Communications activities in other countries where the brand/product is currently available. This analysis will provide the foundation for the development of the launch communications plan (question3).
3. From the summary analysis you are required to develop part of the communications campaign for the launch of the product/brand. You must decide on your overall strategy – Global/glocal/local -and then your promotional objectives. Choosing only one