IMA7001: International Marketing Management Assessment

Learning Outcomes Assessed

On successful completion of this Module you will be expected to be able to:

LO1 critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy

L02 understand and apply a range of alternative models and concepts in dealing with complex global marketing planning issues in order to achieve competitive advantage

LO3 critically evaluate the processes and outcomes in the implementation of the global marketing planning process

L04 successfully deploy relevant critical, analytical and academic skills in an extended piece of writing related to global marketing

Use of Generative Artificial Intelligence (GAI) Applications in this Assessment

 While grammar and/or spell checkers may be used to correct individual words and sentences, the use of GAI is not allowed. This is because the learning outcomes require you to produce original assessment work without any GAI assistance Any GAI generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct.

Global Marketing Strategy Proposal for a Fictional Product Launch

You are tasked with developing a comprehensive global marketing strategy proposal for the international launch of a fictional innovative product. This assessment will test your ability to apply theoretical knowledge to a practical scenario, critically evaluate global marketing challenges, and propose creative solutions.

Product Information: "EcoGlobe" - A Revolutionary Sustainable Smart Home System

Product Description: EcoGlobe is an integrated smart home system that combines cutting-edge renewable energy technology with AI-driven home management. Key features include:

1. Advanced solar and wind micro-generation capabilities that can be easily installed on any home.
2. An AI-powered energy management system that optimizes energy usage and storage.
3. Smart appliance integration that allows all home devices to be controlled and monitored for maximum energy efficiency.
4. A user-friendly mobile app that provides real-time energy production, consumption, and savings data.
5. Modular design allowing for easy customization based on home size and regional energy needs.

Target Market: The product is aimed at environmentally conscious homeowners and property developers who are looking to significantly reduce their carbon footprint and energy costs.

Unique Selling Proposition: EcoGlobe promises to reduce household energy bills by up to 70% and can potentially allow homes to become energy independent in suitable climates.

Current Status: The product has been successfully tested in pilot programs in Western Europe and North America. Your task is to develop a strategy for its global expansion.

Task

Write a 4500-word report that outlines a global marketing strategy for launching this product in two diverse international markets i.e. USA and Australia. Your report should include the following elements:

1. Market Selection and Analysis

• Critically analyse the challenges and opportunities in each chosen market, considering cultural, economic, political, and competitive factors.
• Apply appropriate models and concepts to evaluate market attractiveness and entry mode selection.
• Justify your choice of two international markets for the product launch.

1. Global Marketing Strategy Development

• Develop a comprehensive global marketing strategy, detailing how you would approach: a) Product adaptation or standardization b) Pricing strategies c) Distribution channel selection d) Promotion and communication strategies
• Critically evaluate how your strategies address the specific challenges identified in each market.
• Discuss how your proposed strategies aim to achieve competitive advantage in the global marketplace.

1. Implementation Plan and Performance Metrics

• Outline a high-level implementation plan for your global marketing strategy.
• Propose key performance indicators and metrics to evaluate the success of your strategy.
• Critically assess potential risks and challenges in implementing your strategy and suggest mitigation measures.

1. Theoretical Underpinning and Innovation

• Demonstrate a critical understanding of relevant international marketing theories and concepts.
• Show originality and creativity in applying these concepts to your specific product and chosen markets.
• Critically evaluate the limitations of existing theories in addressing the unique challenges of your product launch.

1. Reflection – Critically reflect on assignment outcome and your own responsibility as required by the assignment 

Minimum Secondary Research Source Requirements for both assignments:

Level HE7 - It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include four refereed academic journals and five academic books.

Important and helpful information

 Late work will be subject to the penalties:

• Up to 7 calendar days late - 10 marks subtracted but if the assignment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assignment.

• More than 7 calendar days late = This will be counted as non-submission and no marks will be recorded.

• Late submission of assessments on refers and those which are graded Pass/Fail only, is not permitted. Students may request an extension to the original published deadline date as described below.

Please refer to the Module Guide for information regarding indicative reading, guidelines

for the preparation and submission of assignments, and the assessment criteria.

Submission, Assessment & Feedback

• Electronic copies of assignments should be submitted via “Turn-it-in”.

• Please ensure you follow the instructions provided by your module tutor and on the assessment brief.

• Written feedback in the form of annotations onto your electronic submission and summary
• comments will be provided within three working weeks of the submission deadline,
• together with your internally moderated grade for the assignment.

• This assessment satisfies the learning outcomes as specified in your module guide.
• The pass mark for this assignment is 50%.

Declaration: At the end of the assessment you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.

Assessment Overview and Academic Mentor Guidance Summary

Summary of Assessment Requirements

This assessment requires the student to develop a 4,500-word global marketing strategy proposal for the international launch of a fictional innovative product EcoGlobe, a sustainable AI-driven smart home system. The proposal focuses on launching the product in two contrasting global markets: the USA and Australia.

The assessment evaluates the student’s ability to apply global marketing theories, critically analyse market challenges, and design a cohesive, theory-driven global marketing plan.

The key components to be covered in the assessment include:

1. Market Selection and Analysis

• Critically analyse challenges and opportunities in the USA and Australia.

• Evaluate cultural, economic, political, and competitive factors.

• Apply global marketing models (e.g., PESTLE, Hofstede, SWOT, Porter’s Diamond).

• Justify why these markets were selected.

• Evaluate market attractiveness and entry mode choices.

2. Global Marketing Strategy Development

• Decide on product standardisation vs. adaptation.

• Propose pricing strategies suitable for each market segment.

• Recommend appropriate distribution channels.

• Develop a coherent promotional and communication strategy.

• Critically evaluate how the strategy addresses each market’s challenges.

• Demonstrate how the strategy creates global competitive advantage.

3. Implementation Plan and Metrics

• Provide a high-level implementation roadmap.

• Suggest KPIs and performance metrics.

• Critically assess anticipated risks and propose mitigation strategies.

4. Theoretical Underpinning and Innovation

• Demonstrate understanding of international marketing theories.

• Apply models creatively to the EcoGlobe context.

• Critically evaluate limitations of existing theories.

• Show original thinking in strategic solutions.

5. Reflection

• Critically reflect on the assignment outcome.

• Reflect on personal responsibility in academic work.

• Acknowledge the prohibition of GAI-generated content.

6. Academic Research

• Minimum of 15–20 scholarly sources.

• At least 4 peer-reviewed journals and 5 academic books.

How the Academic Mentor Guided the Student

To help the student understand and meet all learning outcomes (LO1–LO4), the academic mentor followed a structured, supportive, and theory-aligned approach.

Step 1: Understanding the Task and Its Alignment to Learning Outcomes

The mentor began by breaking down the assessment brief, showing the student how each task aligns with the intended learning outcomes:

• LO1 evaluating global marketing challenges (covered through USA & Australia analysis)

• LO2 applying models and concepts (PESTLE, Hofstede, entry modes)

• LO3 evaluating strategic implementation and outcomes

• LO4 producing a critically informed, extended academic argument (full proposal)

This step ensured the student understood why each component was required.

Step 2: Structuring the Report

The mentor guided the student in organising the report into clear academic sections:

1. Introduction

2. Market Selection and Analysis

3. Global Marketing Strategy

4. Implementation Plan & KPIs

5. Theoretical Underpinning & Innovation

6. Reflection

7. Conclusion

8. References

The focus was on logical flow, critical writing, and linking arguments to evidence.

Step 3: Conducting Market Analysis (USA & Australia)

The mentor instructed the student to:

• Use PESTLE to structure macro-environment analysis.

• Apply Hofstede’s cultural dimensions for cross-cultural insights.

• Conduct competitive mapping using Porter’s Five Forces.

• Build a SWOT specific to EcoGlobe’s global expansion.

• Justify market selection using market attractiveness scoring.

This step developed the student’s critical analysis and theory-application skills (LO1, LO2).

Step 4: Developing the Global Marketing Strategy

The mentor explained how to connect theory with real-world strategy:

• Product Strategy
  Decide which features require adaptation for each market based on climate, regulations, and customer expectations.

• Pricing Strategy
  Consider value-based pricing, competition, and income differences.

• Distribution Strategy
  Explore partnerships with developers, retailers, and green-tech installers.

• Promotion Strategy
  Tailor communication to each market’s media environment and cultural attitudes toward sustainability.

The mentor emphasised linking each strategic choice to earlier market challenges an essential aspect of critical evaluation (LO3).

Step 5: Implementation Plan and KPIs

The mentor guided the student to:

• Create a clear rollout timeline.

• Suggest KPIs such as market share, installation numbers, CAC, ROI, brand awareness, etc.

• Identify risks (regulatory delays, technology adoption, competition).

• Propose actionable mitigation strategies.

This reinforced analytical thinking and strategic foresight.

Step 6: Integrating Theoretical Underpinning

The mentor instructed the student to embed:

• International marketing models

• Global strategy theories

• Competitive advantage frameworks (Porter, Bartlett & Ghoshal, Levitt)

• Innovation diffusion theory

The student was also guided to critique limitations of these theories, strengthening their academic voice (LO4).

Step 7: Writing the Critical Reflection

The mentor supported the student in writing a reflection that included:

• What was learned about global marketing strategy.

• Personal responsibility for academic integrity.

• How the student avoided any prohibited use of GAI.

• Skills developed through the assessment process.

This reinforced academic integrity and self-awareness.

Step 8: Ensuring Academic Quality

The mentor helped the student:

• Use peer-reviewed sources and academic books.

• Improve critical writing rather than descriptive writing.

• Follow Harvard referencing.

• Maintain originality and avoid plagiarism.

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