With an increasingly dynamic global environment, the influences on international marketing decisions are both complex and wide-ranging. The extent to which organisations can take a global approach when operating in international markets varies considerably across sectors and markets.

Discuss the range of external and internal factors influencing marketing mix decisions and critically evaluate the extent to which organisations are able to take a variety of approaches to international marketing mix decisions.

The University operates word limits against written assignments. The limits exist within a 10% above or below the specified word count boundary. Where a student exceeds the minimum or maximum word count figure, the School-based policy for exceeding the word count applies;

Penalty for Exceeding the Word Limit

The school has chosen the criterion based approach, with a 5 mark reduction in that component of assessment. It was agreed that this policy would remain for the rest of the year.

YOUR WORK SHOULD BE FULLY REFERENCED USING A RANGE OF RELEVANT ACADEMIC AND INDUSTRY SOURCES. REFERENCES SHOULD BE IN THE APA 6 th STYLE AND SHOULD BE INCLUDED IN THE TEXT (AUTHOR AND DATE ONLY) AND IN FULL IN THE REFERENCE LIST AT THE END OF THE REPORT.

Marking Schedule

Discussion of appropriate environmental and internal factors and examples 20%

Critical evaluation of the influence of factors on the range of marketing mix approaches 65%

Evidence of Research 10%

Presentation, structure, language, grammar 5%

Marking Criteria

Discussion

You should identify and discuss a range of appropriate environmental factors with examples.

Critical Evaluation

You should demonstrate your understanding of the Marketing Mix (4 Ps only) and critically evaluate how the environmental factors influence the organisation’s decisions when designing the marketing mix in international markets. You should demonstrate your understanding of the concept of global/glocal and local approaches.

You should use a variety of examples across the 4 elements of the marketing mix using a range of different organisations and industries. You must provide a theoretic underpinning which should be applied to the topic. This should not be merely descriptive, but should have an appropriate level of critical evaluation. This section should use a higher percentage of the word count as it has a higher percentage of the marks.

Key criteria – quality of evaluation, evidence of reading, level of understanding of material, appropriateness of theory, application to the topic and use of examples.

NB You should avoid long, descriptive examples and should ensure that they relate to the task. Do not focus on one organisation or industry.