Assignment Outcomes: Knowledge and Understanding tested in this assignment:
1. How to use fundamental marketing concepts across borders with clear consideration for cultural differences and variants;
2. How to analyze cultural diversity when formulating an organization's marketing strategy;
3. How to create, evaluate and manage the marketing communications function across cultures.
4. Collect, analyze and interpret data to understand cultural diversity;
5. Explain the conceptual and theoretical justifications behind marketing strategy for cross-border marketing.
Detailed Brief for Individual/Group Assessment - Develop and present an outline marketing plan with justifications.
Assignment Title: An outline marketing plan for entry of the UH Business School into an emerging market, with justifications.
Assignment Aim: The aim of the assignment is to demonstrate your understanding of how a global corporation strategically manages its marketing operations across global markets and cultures. You are advised to use your group's previous research.
Assignment Context: You work in a marketing consultancy. It is your job to prepare a report to the Dean of Hertfordshire Business School on your outline plan for entry into either South Africa or Singapore with business related programs of study.
Your Specific Instructions: Your Report should identify as a minimum the following:
You are to produce an outline marketing plan for entry into either country. See assessment requirements below for some ideas of indicative content.
Approach/steps to follow: This marketing plan should have a minimum of 6 sections and be logical, well-researched using Harvard Referencing. It should be written objectively with evidence-based discussion. You are advised to use a "Marketing Plan" structure.
1) Introduction: Include 'signposting' of the key issues which follow in the report. Briefly introduce the content and purpose and the market, detail your objectives.
2. Findings and analysis, product and market related issues. This will require research into the Universities' and Business Schools capabilities] and external analysis [this should be from your previous group assignment.]
3. Evaluate the above in a table as a SWOT. All findings should be presented in an Appendix.
4. Outline an action plan that includes standardized and adaptive strategies, where necessary and relevant marketing theory. You should also consider the mode of market entry. You should demonstrate that you are basing your strategies on the evaluation of your SWOT. You are expected to consider cultural differences. This section is where the detail should be. It should represent at least 60% of the report.
5. Conclusions - Summarizes the key points already made and link to the task set. No new information.
Reference list (at least 15 references, with at least 10 academic [journal articles and books], please separate academic from secondary).