Assessment Item 1-
Description/Focus: Research and collect data on the new ‘middle' class consumer segment in either China or Russia. Based on the consumer profile you create, discuss and justify the product and services mix that could be marketed to them by Australian organisations.
Task: Utilise the University library, the Internet and any information made available by the organisation (e.g. annual report, promotional materials) to provide an analysis of the organisation's current approach to market segmentation, targeting and positioning.
Assessment Item 2-
Description/Focus: Identify and select two global television or print advertisements that are part of a global integrated marketing campaign. You are required to analyse their degree of standardisation regarding, copy, visualisation, message appeal, choice of delivery vehicle and justify the extent of standardisation.
Task: The purpose of this assignment is to provide an opportunity to utilise your knowledge of international marketing to undertake an analysis of the integrated marketing campaign in the global context.