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Division of Communication, Marketing and Public Relations

MODULE ASSESSMENT

MK4111 International Marketing Management

Assignment 1 Part A A Contemporary Issue

Format: Essay
Participation type: Individual
Length: 2,500 words (+/-10%)
Value: 50% of the final grade
Learning Outcome: 1 & 2
Release Date: October, 2015
Submission date: 11.59pm Monday 4th January 2016
Submit to: Blackboard
Return Date: by Monday 27h January 2016

Objectives and Learning Outcomes

• For you to demonstrate that you are able to:

1. Critically assess International Marketing Strategy, within the framework of the International Marketing paradigm

2. Collect, analyse and critically review evidence relating to international marketing and to produce soundly reasoned arguments, conclusions and recommendations (Learning Outcome2).

Task

• Research and write an answer to the following question:

Durkin (2013) re-visits the classic paper by Theodore Levitt “Marketing Myopia” from the 1960’s. He suggests that in the digital marketing of today that marketers have lost their way, focusing too narrowly on what the technology can do, rather than on customer needs; thus following a similar pattern to that of the preceding technologies of digital marketing. Marketers risk losing market orientation and building those important relationships with their customers: they should therefore consider wider definitions of their markets determined by a customer focus rather than a narrow technology focus.

“Moving beyond just the digital aspects outlined above and considering marketing more generally than this, what evidence is there in international markets of companies who have been suffering from myopia and what has been their failing strategically? Conversely what of companies who have good vision and what has been their success strategically?”

Give a critical