International Marketing

Topic: International Marketing
Select two concepts or theories from the course content (e.g. culture theory, modes of entry, internationalisation process, standardisation vs adaptation, etc) and apply to an organisational problem or context of your choice. The organisational problem or choice can be a profit making or not for profit making context, from the public sector or private sector but must involve an international marketing dimension to it. You are expected therefore to: 1. Select a relevant problem or context within international marketing 2. Select at least two theories or concepts from the course 3. Describe and apply the selected theories or concepts to understand or resolve the problem or context already selected 4. Critique the theory or concept in light of its application to real world problems. The word count for this assignment is 2000 words excluding appendices but including references. The marking criterion for indvidual assignment for International Marketing Distinction 70%+ Distinction level students will have particularly strong application sections of their theories but also balance this with a strong critique section. They will demonstrate evidence of showing that value of the theories in helping to explain or resolve a real world problem or context but at the time their limitations and therefore the need to use a myriad of theories or concepts. During their critique sections such students may recomend the use of several other theories not applied in their assignment but useful for understanding the problem or context selected in the future, i.e. distinction students will be able to show evidence of appraising the theories to real world contexts. Students will show excellent evidence of wider reading. Selection of the problem/context will be relevent to international marketing and show evidence of wider reading to support the selection. Selection of the theories/concepts to explain or resolve the selected problem/context will incorporate evidence using wider reading also. A guide below is developed to aid students in thinking about critical issues for the assignment: Approximate weightings are added to sub sections to guide you. Selction of problem: (10%) Is the problem clearly an international amrketing problem? There may be some overlap with international business but for this assignment it is critical to focus on the international marketing context, e.g. McDonalds franchising abroad is an international business problem but how McDonalds communicates its brand abroad is an international marketing issue. Does your justifiation of problem/context have some evidence based support, e.g. press, news, reports, research to illustrate it a substantial issue. If the problem/context is historial please state clearly, if your assignment is recomendations for an existing issue which needs tackling currently please state clearly. It is also critical to state what is the problem here? Mcdonalds going abroad is NOT a problem, McDonalds facing cross cultural challenges in country X IS a problem. Please state clearly what is the problem which you are focusing on. Selection of theory/concept: (10%) Herein, the section requires you to identify two concepts/theories from the module which you feel could help resolve the problem highlighted in the previous section. Some evidence here of linking the selection of the theories/concepts with resolving the problem is needed. E.g. sticking to McDonalds, Hofstede’s theory of cultural values is universally recognised as allowing international firms to tailor their communications across cultures (references) and therefore is selected to aid McDonalds in understanding how to communicate in culture/country X. Of course you should expand on the simple example ive given above. Next is the issue of describing the theory also, a brief concise description of the theory is needed and its relevance in international marketing. The issue of what comprises a theory/concept for this assignment? If you elect culture theory for instance then there are many theories within this broad theory and covering all of them will become TOO complex for this assignment. THEREFORE, I suggest you elect one specific theory such as Hofstedes, Halls, Mooij’s convergence-divergence etc under culture. However, standardisation or adaptation would comprise one specific theory. But again for international processes, there are numerous theories so the Uppsalla theory would be an example to choose from the various options under internationalisation processes. IF you are unclear then please do email me and i can guide your selection. Application of Theory to Context: (40%) This is a substantial section of the assignment. The theories you have selected needed a more fuller explanation, a mini-literature review for each. Followed by an “application” of the theory to resolve or assist understanding of the problem. How you do this, depends on your understanding of the theory. The more you read on it the more you will appreciate how to do this. I will not say more here as we are expecting your intitiative taking and creativity here. This is the section to highlight or showcase you understanding. But this needs doing for both theories. The better assigments will link both theories together, e.g. an application of hofetede’s theory logically fits well with adaptation theory also. Critique of theories: (40%) The most difficult section of the assignment and the one which will probably differentiate the distinctions the most. In the previous section you have just demonstrated WHY your selected theories were useful in assisting with your selected problem/context. In this section, you have to explain WHY they are NOT useful! And therefore what cane be done, do your theories need adapting? If so, what what you add to them? Do they need integrating with other theories? If so, which ones and how? Are they too limited in the real world for your problem? If so, WHY? This is by all means not an easy section and will require a rigorous understanding of the limitations of your selected theories, and therefore might reqiure external readings which criticise your theories. You could therefore begin this section with a mini literature review of whats been written critiquing your selected theories then explaining in your own context. A conclusion would be needed to the assignment within this section.

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