MKT550 -Global Marketing

Task

Your report should address the following three parts:

1. Discuss the recent and likely future impacts of technological change and information technology on industries and businesses, both globally and within Cambodia.

2. Using a business/industry of your choice, assess the potential opportunities and challenges/threats that may arise from technological change and information technology, when operating in international markets.

3. Provide recommendations on how your chosen business could take advantage of the opportunities, or reduce the impact of the threats, as it continues to engage and compete in international markets.

You should identify a business within the first two (2) weeks of class. Do NOT contact this business, instead rely solely on secondary data. You are expected to utilise numerous data sources in compiling their project, such as government (country) and non-government sources (UN, Worldbank, IMF, etc.), company records, consulting, legal and advertising firms, country-specific internet sites, trade statistics, and embassy resources. Some useful sources and links are listed in the Useful Sources document, in the Resources folder in your Interact site for this subject.

Refer to the marking criteria table for the distribution of marks for the different aspects of the assessment task.

You are expected to have read widely in the area, exploring theory and current best practice. Wikipedia is not a reliable source and use of material from this source will result in an automatic zero grade. The emphasis in assessment will be on critical analysis and interpretation rather than description.

Rationale

This assessment has been designed in order to:

1.investigate a topical issue in international marketing;

2.develop your skills in presenting a balanced and critical argument to the reader;

3.develop your skills in critical thinking, and

4.develop and hone your formal writing skills.

This assessment is further designed to assess the student's ability to analyse the elements of the global marketplace (learning outcome 1), to critically evaluate global marketing opportunities (learning outcome 2) and to interpret and assess the impact of marketplace variables on marketing practice in the global marketplace (learning outcome 3), specifically in regards to the technological environment and impact of technological changes on international marketing.

Students should first draw on information from Chapter 5 of the textbook, and then undertake wider reading from other related textbooks and online sources. Students MUST use a range of resources in addressing this essay.