B9MK134 – International Marketing, MSc Assignment

This document outlines the requirements and guidelines for the individual case study project in the MSc Marketing program, focusing on international marketing. The project is a critical assessment, weighted at 50% of the overall course grade, and aims to develop students’ research and analytical skills through the construction of a publishable case study.

Project Requirements

• Word Count: 3000 words
• Format: Individual written case study
• Submission: Must be uploaded to Moodle

Steps for Completing the Case Study

Step 1: Choosing a Company

• Resources: Utilize sites like Global Database to find comprehensive company information, strategies, financial results, and media releases.
• Focus: Select companies with accessible information, suitable for both B2B and B2C case studies.

Step 2: Choosing a Subject

• Consultation: Refer to the Indicative Syllabus in the Module guide on Moodle.
• Selection: Choose a relevant headline topic that aligns with the company’s operations (e.g., International Product Decisions).

Step 3: Conducting Further Research

• Media Sources: Use reputable media outlets (e.g., New York Times, Financial Times) and academic resources (e.g., WARC, PASSPORT).
• Diversity of Sources: Broaden research beyond initial sources to enhance case study quality.

Step 4: Constructing Your Case Study

• Analysis: Review existing case studies from recommended readings for structure and content guidance.

Important Updates and Deadlines

• Timetable of Updates: Adhere to submission timelines to ensure consistent progress throughout the module.
• Deadline for Company Identification: May 28, 2024 (failure to submit will result in a deduction of 5 marks).

Assessment Criteria

The written case study will be assessed based on clarity, depth of analysis, relevance to international marketing topics, and adherence to guidelines.

Conclusion

This brief serves as a comprehensive guide for students undertaking their individual case study projects in international marketing. Following these structured steps will facilitate effective research and analysis, ultimately leading to a publishable case study.