Coursework Assignment (1): individual
assignment (60% of final module grade)
You are required to study the brief marketing
management case “Marketing Microwave Ovens to a New Market Segment” (re: Graham,
C. (2005) International Marketing, McGraw-Hill, pp. 616-617) and carry out the
following task: to develop a strategy to
market White Appliance’s microwave ovens in India for the coming 2 years.
Include target market(s), microwave oven features, price(s), promotion and
distribution in your program. You should also consider both short-term as well
long-term marketing programs. Some of the issues you may want to consider are:
- Indian food preparation versus Western food preparation
- Values and customs might affect opinions about microwave ovens.
- The effects of competition in the market.
Format: A4, Typed single spacing
Individual Project
Word Limit: Circa 2000 words
Assessment Criteria (100%)
（1）
To demonstrate ability to apply
and critically evaluate concepts and theories of international marketing
through the suggested textbook, and assigned readings as well as classroom
discussion. (45%)
（2）
To show independent and
analytical thinking in the case study (35%)
（3）
To show ability to write an
organized and appropriately formatted report (20%)
（4）
Assessment Criteria will mainly
cover Learning Outcomes 1 & 2
Report structure
The report should have an introduction section as well
as a section on conclusions, e.g.
- Introduction
- ...
- ....
- etc
- Conclusions and lessons learned from the application of international marketing management concepts in the case study
References
Appendix
Students are encouraged to develop their
own subsections of the report as long as the content explicitly addresses the
assignment requirements.
Coursework Assignment (II): group
assignment (40% of final module grade)
Your group is to study the case study of “Cultural
Norms, Fair & Lovely, and
Advertising” (re: Graham, C. (2005) International Marketing, McGraw-Hill, pp.
624-626) and address the following questions:
Q1: Is it ethical to sell a product that is, at best, only mildly
effective? Discuss.
Q2: Is the advertising of Fair
& Lovely demeaning to women or is it portraying a product not too
dissimilar to cosmetics in general?
Q3: In light if AIDWa’s charges, how would you suggest Fair & Lovely promote their product?
Discuss. Would your response be different if Fairever continues to use “fairness: as a theme of their promotion?
Discuss.
Q4: Propose a promotion/ marketing program that will counter all the
arguments and charges against Fair &
Lovely and be an effective program.
Format: A4, Typed single spacing
Group Project: 2-3 people per group
Word Limit: 2500 words
Report structure
The report should have an introduction section as well
as a section on conclusions, e.g.
- Introduction
- ...
- ....
- etc
- Conclusions
References
Appendix
Peer evaluation
form
Students are encouraged to develop their
own subsections of the report as long as the content explicitly addresses the
assignment tasks posed.
Assessment Criteria (100%)
（1）
To demonstrate understanding of
the concepts and theories of international marketing through the suggested textbook,
and assigned readings as well as classroom discussion. (30%)
（2）
To show independent and
analytical thinking in the case study (50%)
（3）
To show ability to write an
organized and appropriately formatted report (20%)
（4）
Assessment Criteria will mainly
cover Learning Outcomes 2 & 3
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