This assignment has been designed to allow students the opportunity to explore the issues of international marketing communications from the perspective of a real organisation facing the difficulties presented by an increasingly competitive environment and changing customer needs.
This assignment covers the learning outcomes for the modules as documented in the module guide and definitive document
Please follow University policy regarding the handing in of assignments.
Mode of working
You are required to do one of the following:
Choose a brand for a product or service from your own country and undertake the first part of a Marketing Communications Plan i.e. Context Analysis, to launch the brand here in the UK.
Choose a brand for a product or service from the UK and undertake the first part of a Marketing Communications Plan to launch it in another country (could be your own country but does not have to be).
In order to do this you need to undertake a Context Analysis of the market sector, using the Fill framework which consists of the following sections:
From this Context Analysis you need to identify the main issues that the marketing communications campaign could address.