International & Global Marketing

 Module Title & Code  

TM6003 INTERNATIONAL & GLOBAL MARKETING

 Module Leader and Seminar Tutor

Julie Marshall

  Your student assessment number

J05186

Word Count

2393

Content

Portfolio Part 1 – Contemporary International Marketing Issue        

1.0 Introduction        

2.0 Contemporary international marketing issue        

3.0 Conclusion        

References        

Portfolio Part 2 – Market Entry Strategy        

1.0 Introduction        

2.0 Factors affecting the choice of market entry strategies        

3.0 Conclusion        

References        

Portfolio Part 1 – Contemporary International Marketing Issue

1.0 Introduction

Being a primary activity in enterprises’ supply chain when taking into consideration of Porters’ Value Chain (1985), marketing has occupied an important position in enterprises’ strategies, which creates value to enterprises. Operating in the global market, the global marketers are facing a complex marketing environment. Meanwhile, a changing market also has brought them both opportunities and challenges, which requires them to deal with them appropriately to bring benefits to enterprises. Therefore, the aim of this report is to identify a contemporary marketing issue, and discuss what the global marketers may face and how they could deal with the challenges and opportunities it brings.

2.0 Contemporary international marketing issue

The marketing world is changing as the market change. International marketing activities have faced many issues when it operates in such a complex and changing environment. This section is to identify a contemporary international marketing issue and evaluate the challenges and opportunities it presents.

Here, this report finds that engagement marketing, which stresses increasing interaction between the consumers and the enterprises in marketing activities, has become an important international marketing issue. According to Ahonen and Moore (2005), engagement marketing is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. Meanwhile, Brown (1993) also stated that rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.