MKT501 International Marketing

The learning outcomes for MKT501 require you to critically examine, discuss, evaluate and develop aspects related to international marketing approaches, environments, challenges, and strategies. Based on this, the overall adopted assessment strategy is to enable students to engage with real-world issues and learning situations. The three assessment items are authentic assessments that equip you with the knowledge and experience needed when working in an international marketing environment and therefore contain work-integrated learning aspects. Meaning, the nature of the assignments is applied rather than an academic discussion of theory. For all three assignments, you are presented with a common scenario that provides you with a role (marketing consultant), a business case (based on existing real SME), and a market (Japan). All assessments are aligned with the unit learning outcomes as well as scaffolded around the teaching content. The assessment items build on each other as it is, for example, important to first research and understand the industry your chosen business is working in, so that this will also enable you to conduct a competitor analysis and to develop a pricing strategy. The feedback that you will receive, will enable you to revisit those areas in order to improve for the following assignment(s).Based on assignment 1 and 2, you now have a good understanding of your client and the new market. Please make sure that you reviewed all feedback given to you, as this could be valuable for the final assignment. If you have any questions or would like to discuss previous assignment feedback, please contact your lecturer.
For assignment 3, you will develop an international marketing strategy that will enable your client to make an informed decision on how to pursue their product, price, promotion and distribution strategy when entering Japan market. Essential for this is to define potential customer segments and develop a positioning and differentiation strategy.Particulars:
? Develop a segmentation, targeting, positioning, and differentiation (STPD) analysis
? Develop a marketing mix strategy based on the 4Ps (product, price, promotion, place/distribution)