COURSE TITLE: INTERNATIONAL MARKETING Overview of Individual Case Study Report Description of Coursework This is a case study where you will analyze important issues in international marketing strategy. YOU MUST NUMBER THE QUESTIONS AS YOU ANSWER THEM Word count 3000 words Audience and role of author This report should be written for an academic audience, i.e., with appropriate academic references and including relevant theories. Learning outcomes • ? analyze international markets and assess the risk elements, including political, economic and socio-cultural factors. • ? evaluate and assess the international marketing strategy and international marketing decisions and activities. • ? Determine the entry strategy for foreign markets Format The report must be word-processed in font size 12 and double-line spaced. Title Page (This should show): • ? Module name and number • ? The Student name and ID number • ? Title of Case Study/Task • ? Word Count • ? Your seminar tutor’s name Table of Contents (This should show): • ? The full list of sections within the report (including any appendices and reference lists) • ? The page number on which each section begins • ? List of Illustrations • ? Table of figures: this is the list of all the figures presented in the body of the report. • ? Table of tables: this is the list of all the tables presented in the body of your report. Introduction (This should show): ?????????????A brief summary of what you are going to discuss and how Main Body (Answering the case study questions): • ? You should conduct a thorough and critical analysis of your relevant areas of discussion and support your discussion and what you write with evidence. This means that you must support each assertion, arguments or point you make with references to relevant theories, models and concepts in the literature that support your point. Also, where possible, you can support your points by facts and figures, and real life examples. • ? Remember that you must cite all your sources in the text properly (see example below). This is important to acknowledge other writer’s work, to demonstrate the body of knowledge upon which your research is based and to enable all those who read your work to identify and locate your sources easily. If you do not acknowledge the source of your material it will be considered an appropriation (theft) of another’s intellectual property (see guidelines on Plagiarism). Examples of referencing in context: • ? Jobber (2001) defines the marketing concept as: “……..”. • ? There is evidence that (Smith, 1990) that the statistical analysis is sound. • ? It is estimated that around 73 million people are employed directly by multinational companies worldwide (UN, 1996). Conclusion: ?You must draw together the main points discussed in each question to conclude. Appendices: ?This includes relevant information but may not be central to the main body of the report or may interrupt of the flow of the argument. This material does not count towards the word length. Any information in the appendices must be cross referenced in the main body of the text List of References (Bibliography): • ? This is the list of sources referred to directly in your report. If you have mentioned a writer or a book, etc. your must give full details here. The list of references should come at the very end of the work after the appendices. It should take the form of one alphabetical list of the cited works. • ? Appropriate standards should be followed when quoting others’ works in the body of your text/report and compiling the list of references. References References from Journal Articles • ? Baumeister, R.F. (1993). Exposing the self-knowledge myth [Review of the book The selfknower: A hero under control by A.A. Author]. Contemporary Psychology, 38, 466–467. • ? Evetts, J. (2003), “The sociological analysis of professionalism: occupational change in the modern world”, International Sociology, Vol. 18, No. 2, pp. 395-415. Referencing a Technical report • ? Author, A. (1988) Title of work (Report No. xxx). Location: Publisher. • ? Mazzeo, J. (1991) Comparability of computer and paper-and-pencil scores (College Board Rep. No. 91). Princeton, NJ: Educational Testing Service. Report from non-governmental organization ?Author, A. (2009). Title of report (Research Report No. xx). Retrieved from NGO website: https://www.ngo.xxxxxx.pdf Government report ?National Institute of Mental Health. (1990). Clinical training in serious mental illnesses (DHHS) University report ?Shuker, R., Openshaw, R., and Soler, J. (Eds.). (1990). Youth, media, and moral panic (Delta Research Monograph No. 11). Palmerston North, New Zealand: Massey University, Department of Education. Report from website ?Author, A. (date). Title of document. Retrieved from https://URL International Marketing Assessment Criteria Your answers to each question must demonstrate your ability to: • ? Identify the key concepts, issues and models • ? Apply these concepts into the relevant contexts • ? Demonstrate content relevance • ? Research and cite sources from peer reviewed journals and texts (avoid online sources that cannot be sourced through hard copies) • ? argue the points clearly and supported by facts, evidence and examples • ? Structure your report and use appropriate headings • ? Write clearly and without typographical and grammatical errors • ? Reference effectively using the Harvard system of referencing (in context and in the bibliography at the end of your report. Suggested Resources The main resource you should draw upon is the essential textbook for this module: Ghauri, P and Cateora, P (2014) International Marketing (4th Edition) London. McGraw – Hill. This essential reading is available via Kortext. You should also use appropriate articles from academic journals.
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