international marketing module hand book btec …

INTERNATIONAL MARKETING

MODULE HAND BOOK

BTEC Higher Nationals in Business (RQF)

Module:

Programme Name:

Unit Code:

Lecturer:

Lecture Duration:

Unit 40: International Marketing

BTEC level 4

R/508/0486

Eda

3 Hours (per session)

Assignment hand out date: 08 September 2021

Assignment Deadline Date: 06 December 2021

Unit Aim: The aim of this unit is to introduce students to a variety of methods organisations use to

coordinate their international marketing efforts. Students will critically evaluate the various challenges that

organisations face when doing so. This unit will give students the knowledge and ability to work with

marketing teams internationally and to study marketing at a higher level. 1

Unit 40: International Marketing

Unit code: Y/508/0599

QCF level: 5

Credit value: 15 credits

Aim:

The aim of this unit is to introduce students to a variety of methods organisations use to coordinate

their international marketing efforts. Students will critically evaluate the various challenges that

organisations face when doing so. This unit will give students the knowledge and ability to work

with marketing teams internationally and to study marketing at a higher level.

In today’s globalised economy it is essential that marketing efforts are able to transcend

international borders. To do this, marketers must gain an appreciation of the various cultural,

regulatory and political issues that exist in transferring marketing strategies into different countries

and the impact it can have on both consumers and the organisation.

Learning Outcomes: By the end of this unit a student will be able to:

1. Demonstrate an understanding of how marketing contributes to business

strategies in an international context.

2. Evaluate entry to a selection of international markets and define the key success

factors.

3. Investigate how elements of the marketing plan can be adapted or

standardised across international markets.

4. Demonstrate an understanding of how to organise and evaluate international

marketing efforts (multinational, global, transnational, meta-national, etc.).

LBBA Version 5 -15/01/2020

Lecture Sequence

Sessions

Topic

Teaching

Technology

Session 1 LO1 Demonstrate an understanding of how marketing contributes to business strategies in an international context International context: Scope and definition of international marketing. Rationale for why organisations are seeking to internationalise. Key global macro and customer trends.

Power Point

Presentation

Group Discussion

Class activity

Questions

Session 2 Recap last week notes and check with new students on

concerns

LO1 Demonstrate an understanding of how marketing

Power Point

contributes to business Presentation

strategies in an international context Group Discussion Class activity

Contribution to meeting strategic objectives: Marketing’s role in contributing to the business strategy in an international context. Factors that influence internationalisation. Setting an international marketing strategy to meet objectives.

Question

Session 3 Recap last week notes and more guides on the Assignment Question.

Power Point LO2 Evaluate entry to a selection of international Presentation markets and define the key Group Discussion success factors Class activity

Question

Critical evaluation of international markets: The importance of choosing the right international market. The international market selection process. Opportunities and challenges when entering international markets, including ethical and legal considerations.


Power Point LO2 Evaluate entry to a selection of international Presentation markets and define the key Group Discussion

success factors Class activity

Question

Risk management and contingency planning in relation


to volatile international markets.

Generic international market entry strategies. Determining key success factors of international marketing.

Session 5 Recap last week notes and review on LO1and LO2.

LO3 Investigate how elements of the marketing plan

Power Point can be adapted or Presentation

standardised across international markets Group Discussion

Class activity

The marketing plan in an international context: Question

Product adaption: global vs local. Pricing in international markets.



Power Point can be adapted or Presentation

standardised across international markets Group Discussion

Class activity

The use of new technologies that support international distribution and promotional strategies considering hardware (computerised systems, telecommunications, networks) and software (mobile computing, cloud computing, social media).

Question

People and servicing in an international context. Tapping into untapped markets.

Session 7 LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts

Power Point

(multinational, global, transnational, metanational, Presentation

Group Discussion

Class activity

International marketing efforts: Question

Organisation structures in an international context. Home or international orientation and reporting lines.

Session 8 LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, metanational,

Power Point

etc.) Presentation

Group Discussion

Class activity

international markets. Assessing international market competition.

Question

etc.)

Negotiation and new business assessment in


Assessing international market performance.

Session 9 General Review on all learning outcomes More details and guides on scenario in Assignment

Power Point

Presentation

Group Discussion

Class activity

Question

Session 10 CLASS and DISCUSSION and STUDENT SUPPORT

Individual

Discussion Question

2

ASSIGNMENT BRIEF

Assessors Name

Internal Verifier

EdaYilmaz

Program Title

Unit No & Title

Unit Code

Edexcel BTEC Level 4 HND

BM (RQF)

Unit: 40 International

Marketing

Y/508/0599

Assignment Title

International Marketing

Hand Out Date

Submission Deadline

8 September 2021

6 December 2021


Essential Content (Key Words)

Evidence

LO1 Demonstrate an understanding of how marketing contributes to

business strategies in an international context

Related Syllabus content:

International context:

Produce Report

(recommended

Rationale for why organisations are seeking to internationalise. Key global macro and customer trends.

word limit is 2,000–2,500

words)

Contribution to meeting strategic objectives: Marketing’s role in contributing to the business strategy in an international context. Factors that influence internationalisation.

Setting an international marketing strategy to meet objectives.

LO2: Evaluate entry to a selection of international markets and

define the key success factors


Produce Report Critical evaluation of international markets: (Recommended

The importance of choosing the right international market. The international market selection process. Opportunities and challenges when entering international markets, including ethical and legal considerations. Risk management and contingency planning in relation to volatile international markets. Generic international market entry strategies.

Determining key success factors of international marketing.

word limit is

1,000–1,250 words)

LO3: Investigate how elements of the marketing plan can be

Written Presentation with

Reader Notes Word count 800 word reader notes plus

(6-8 ) PowerPoint slides

adapted or standardised across international markets


The marketing plan in an international context: Product adaption: global vs local. Pricing in international markets. The use of new technologies that support international distribution and promotional strategies considering hardware (computerised systems, telecommunications, networks) and software (mobile computing, cloud computing, social media). People and servicing in an international context.

Tapping into untapped markets.

Scope and definition of international marketing.



LO4: Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, metanational, etc.) Related Syllabus content:

International marketing efforts: Organisation structures in an international context. Home or international orientation and reporting lines. Negotiation and new business assessment in international markets. Assessing international market competition.

Assessing international market performance.

Training notes

600 words

The recommended word limit and evidence required for each task is found in the evidence box, you will not be penalized for exceeding the total word count.

All written presentations must be included with reader notes for power point slides and leaflets/

brochures.

All reports must be written in a formal business style. You are required to make use of headings,

paragraphs and subsections as appropriate and all work must be supported with research and

referenced using Harvard referencing system.


TASKS

TASK 1 will include (LO1): Demonstrate an understanding of how marketing contributes to business strategies in an international context

And will include (LO2) Evaluate entry to a selection of international markets and define the key success factors

Scenario

You are a marketing consultant of a large Hotel brand based in the UK and asked to prepare a report as the Hotel is currently thinking about expanding internationally but don’t have the international marketing knowledge. The Hotel brand would therefore like you to write a report for the owners, focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in them

Report in two parts

Report (part one) Word count 1000 words for (LO1)

You will need to produce a report, which includes the following: • An introduction to the organization • Use a range of sources to define international marketing and highlight the main differences to local marketing • Analyse the scope of and key concepts of international marketing. • Explain the rationale for an organisation to want to market internationally and describe the various routes to market an organisation can adopt. • Evaluate the opportunities and challenges that marketing internationally presents to an organization • Critically evaluating international marketing Context, including insight into how organizations should adapt their marketing strategies

for various markets

Report (part two) Word count 1000 words for (LO2)

• Evaluate the key criteria and selection process that the company should use when considering which international market to enter. • Explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each. • Apply the market evaluation criteria, entry strategies and make recommendations for your case study organization • Critically evaluating international marketing context, including insight into how

organizations should adapt their marketing strategies for various markets

Wordcount: 2000 words–Report


Task 2 includes

LO3 Investigate how elements of the marketing plan can be adapted or standardized across international markets.

Scenario The owners of the HOTEL brand were very impressed with the report you wrote for them and they would now like you to prepare a written presentation with reader notes to them and the general management team on how the marketing plan can be adapted or standardized across international markets

You will prepare a written presentation including slides, which should contain the following:

• Present an overview of the key arguments in the global vs. local debate. • Investigate how the marketing mix differs in a variety of international contexts • Evaluate the context and circumstances I which an organization should adopt a global or local approach, highlighting the implications of doing so. • Determine and articulate in detail how to adapt the marketing mix of a selected organizations within the same industry in different international markets

• Critically evaluate of how the marketing mix is applied to a rage of international contexts

Word count 800 word reader notes plus (6-8) PPT slides

Task 3 includes

L04 Demonstrate an understanding of how to organize and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.).

Prepare training notes for a one hour training to be provided to staff on how to organize and evaluate marketing efforts should the Hotel brand go ahead with International expansion plans

• Explain and analyse in detail the various international marketing approaches the company can adopt. Use examples from other organisations to further enhance your answer. • Compare home and international orientation and ways to assess competitors, outlying the implications of each approach. • Your presentation should highlight the evaluation of various marketing approaches which an organisation can chose and operate with. • Provide appropriate conclusion and recommendation that would enable your case study

organisation to maximize the opportunity in an international context.

Word Count: 600 Words/Training Notes

Pass

Merit

Distinction

LO1 Demonstrate an understanding of how marketing

LO1 and LO2 contributes to business strategies in an international context

P1 Analyse the scope and key concepts of international marketing.

M1 Evaluate the opportunities and challenges that marketing internationally presents to an organisation.

D1 Produce a critical evaluation of the international market

P2 Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt.

into how organisations should adapt their marketing strategies for various markets.

LO2 Evaluate entry to a selection of international

markets and define the key success factors

P3 Evaluate the key M2 Apply the market evaluation criteria, entry strategies and make recommendations for a selected organisation.

criteria and selection

process to use when

considering which

international market to

enter.

P4 Explain, using

examples, the different

market entry strategies,

including the advantages

and disadvantages of

each.


D2 Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.

can be adapted or standardised across international markets

P5 Present an overview of the key arguments in the global vs local debate.

M3 Evaluate the context and circumstances in which an organisation should adopt a global or local approach, highlighting the implications of doing so. M4 Determine and articulate in detail how to adapt the marketing mix of a selected organisation in different international markets.

P6 Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts.


LO4 Demonstrate an understanding of how to

D3 Make organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)

GRADING CRITERIA

Grading criteria must be used in conjunction with the tasks given in scenarios

context, including insight

P7 Explain and analyse the various international marketing approaches organisations can adopt.

P8 Compare home and international orientation and ways to assess competitors outlining the implications of each approach.

M5 Evaluate various marketing approaches and competitor analysis in relation to an organisation and make recommendations on how they should operate in an international context.

recommendations on how organisations should be structured to maximise the opportunity in an international context.

GENERAL GUIDANCE

There are no essential or unique resources required for the delivery of this unit.

respond to and determine the nature of that environment.

PREPERATION STAGE

Many learners are, or have been, employed and will be able to draw on their experience of employment and will have had experience of the nature of the business environment and the ways in which organisations

▪ Read all Core Material.

▪ Read all the Supplementary Articles.

▪ Consider the range of issues/problems/difficulties/threats that your organization is currently facing.

▪ Understand the questions and expectations of the assignments.

▪ Ideally, discuss them with your personal tutor and present work for feedback (Dates for feedbacks are found

in the assessment plan and notice board).

▪ After feedback improve your work and refer to the marking guide for any improvements.

▪ When you have the final feedback from your Personal Tutor and you have made changes to your work checked the work for plagiarism before submitting the final assignment.

▪ Ensure you are aware of the rules on how and when to submit the work.

RECOMMENDED RESOURCES

Recommended Resources Textbooks ALBAUM, G and DUERR, E (2011) International Marketing and Export Management. 7th Ed. Harlow: Pearson. BRADLEY, F (2005) International Marketing Strategy. 5th Ed. Harlow: Pearson. KEEGAN, W (2013) Global Marketing Management: International Edition. 8th Ed. Harlow: Pearson. Journals Emerald Insight International Marketing Review Links This unit links to the following related units: Unit 1: Business and the Business Environment Unit 2: Marketing Essentials Unit 18: Global Business Environment Unit 43 Tapping into New and International Markets

international marketing module hand book btec …

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