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9-1 Final Project: Submission
Submit your final project. It should
be a complete, polished artifact containing all of the critical elements
of the final product. It should reflect the incorporation of feedback
gained throughout the course. For additional details, please
refer to the Final Project Guidelines and Rubric document in the
Assignment Guidelines and Rubrics section of the course.
int640_final_project_guidelines_and_rubric.pdf

milestone_1_marstrat.docx

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INT 640 Final Project Guidelines and Rubric
Overview
Marketing and product sales are the lifeline of any business and the thorough knowledge of international marketing practices is a necessity for aspiring
practitioners in international business. Analyzing marketing opportunities in international markets and creating marketing campaigns are skills that will help you
succeed in global organizations.
The final project for this course is the creation of an international marketing plan that could be used for the evaluation of a new product launch and
accompanying marketing campaign by a multinational corporation in a specific international market. This project will exercise your ability to analyze market
conditions for a product launch in international markets based on real-world data. In your role as an aspiring marketing practitioner, you will not only “launch”
this marketing campaign, but also design an advertisement of your choice, in the form of a video, billboard, or web banner.
The project is supported by three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final submission will occur in Module Nine.
In this assignment, you will demonstrate your mastery of the following course outcomes:





Develop international marketing strategies and advertisement campaigns for specific international markets that incorporate product, pricing, promotion,
and placement
Analyze brand changes of competitors for determining marketing strategies that are customized to specific international markets
Develop itemized marketing budgets for new marketing campaign launches in international markets that are informed by fiscal responsibility and price
sensitivity
Assess the political and legal environments of international markets for developing marketing strategies that adhere to current policies
Determine the overall impact of new product launches on companies for appraising the value of pursuing international market opportunities
Prompt
You are tasked with launching a product and accompanying marketing campaign in the international market of your choice. You will select a specific international
market in the world, excluding the United States, and a specific product, and then assess the marketing conditions in the international market in several
important areas. You should select a country that you were always interested in and might be your “dream” country to work in one day.
Specifically, the following critical elements must be addressed:
1. Overview: Provide a brief overview where you select a specific international market and a company within a selected industry. Assume this company is
planning to enter your selected international market with a new or updated product. Be sure to include key details about the company.
2. Country SWOT for marketing strategies
a. Assess the political system in your selected country for whether it favors a new product or not.
b. Analyze the rules and regulations governing marketing in your specific market. For example, are there any regulations regarding the time when
certain products can be advertised? Are there certain media on which your product cannot be advertised?
c. Analyze the law and regulations governing the specific product you are launching in the market. Are there any restrictions? Regulations that can
prevent the launch? For example, medical equipment and products face particular restrictions.
3. Branding: Analyze competitors’ brands for how they have adapted their product to your specific market.
a. Analyze the competitors’ brand changes in your specific market in the categories below:
i.
Logos
ii.
Marketing campaigns
b. Analyze the competitors’ brand products and whether the product had to be customized to fit your specific international market. Explain the
rationale behind the brand product strategy.
c. Analyze the competitors’ brand positioning in terms of price in your specific international market. Explain the rationale behind the brand
positioning strategy.
d. Analyze the competitors’ brand in terms of placement in your specific international market. Explain the rationale behind the placement strategy.
4. Target Market and Market Segmentation
a. Justify why your product is correctly customized to the market you are selling in. Be sure to include your logo image and describe any changes
you made to it.
b. Justify how your product is appropriately priced for the intended target market group.
c. Justify your product placement within the specific international market.
d. Develop a promotion strategy for your product in the specific international market. Provide justification for your selected platform(s):
i.
Media marketing
ii.
Social media
iii.
Print
iv.
Other
5. Pricing and Budgeting: In this section, you will develop a complete marketing budget.
a. Produce an overall budget for your marketing campaign consisting of all the required budget items based on your budgeting strategy.
b. Provide exact pricing for your selected promotion strategy. The prices should reflect current pricing options in the specific international market.
c. Determine whether or not the current product price covers the current marketing budget. Is your budget fiscally responsible?
d. Evaluate the impact of adjustments of the current product price to the highest-priced competitor and the lowest-priced product competitors on
your budget.
6. Conclusions
a. Determine the overall impact of the product launch on your company. For example, how will this launch impact your other products on the
market? How will this launch impact your overall net income?
b. Appraise the value of the product launch opportunity in the international market based on the marketing techniques you have employed. Will
you will pursue this marketing opportunity? Support your answer.
c. Provide suggestions for future product launches. For example, would other product(s) from your selected company succeed in this market?
Support your suggestions with evidence.
7. Advertisement Design: Create one advertisement using your market-specific strategy, choosing from the following: video, billboard, web banner, or
brochure.
Milestones
Milestone One: Company, Product, and International Market Selection
In Module Three, you will submit a short paper with your company proposal, product detail, and country background. You will select a specific international
market and a company within a selected industry and provide a brief overview of your selections. Justify your selections using the guidelines in the Milestone
One Guidelines and Rubric document. Your submission should be a 1–2 page short paper with at least two scholarly references. This milestone is graded with
the Milestone One Rubric.
Milestone Two: Country (International Market) SWOT and Branding
In Module Five, you will submit the Country SWOT and Branding sections of your final project. The paper should include detailed analysis of the selected
international market and the competitor’s product/service brand. Analyze your country (international market) SWOT and competitor brands using the details in
the Milestone Two Guidelines and Rubric document. It should be a 2–3 page paper with at least three scholarly references. This milestone is graded with the
Milestone Two Rubric.
Milestone Three: Target Market; Pricing and Budgeting
In Module Seven, you will submit the Target Market and Pricing and Budgeting sections of your final project. The paper should include review of the target
market and justification of product customization. Also, a detailed and complete budget, including the appropriate price for the product, should be developed. It
should be a 2–3 page paper with at least three scholarly references. This milestone is graded with the Milestone Three Rubric.
Final Project Submission: International Marketing Plan
In Module Nine, you will submit your final project. It should be a complete, polished artifact containing all of the critical elements that have been covered in
Milestones One, Two, and Three of the final project, plus the Conclusion and Designed Advertisement sections. It should reflect the incorporation of feedback
gained throughout the course. Your final project should include at least six scholarly references, including two each from Milestones One, Two, and Three. The
final project is graded with the Final Project Rubric (below).
Deliverables
Milestone
Deliverables
Module Due
Grading
One
Company, Product, and International Market Selection
Three
Graded separately; Milestone One Rubric
Two
Country SWOT and Branding
Five
Graded separately; Milestone Two Rubric
Target Market; Pricing and Budgeting
Seven
Graded separately; Milestone Three Rubric
International Marketing Plan
Nine
Graded separately; Final Project Rubric (below)
Three
Final Project Rubric
Guidelines for Submission: Your international marketing plan should adhere to the following formatting requirements: 12-point Times New Roman font, double
spacing, and the most current APA formatting. While completing this project, you must use scholarly references as much as possible for full credit. At least six
scholarly references should support your entire project. Please do not use Wikipedia and Investopedia as your resources.
Note about Rubric: Milestones One, Two and Three use Rubric with “Proficient” as highest grade. If you would like to receive full points for your final project
submission, you need to follow “Exemplary” from this rubric and expand on the Proficient rating from Milestones One, Two and Three.
Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information,
review these instructions.
Critical Elements
Overview
Exemplary (100%)
Meets “Proficient” criteria and
expertly balances key detail with
brevity appropriate for a business
audience
Country SWOT: Political Meets “Proficient” criteria and
System
demonstrates a nuanced
understanding of how political
systems impact new product
launches
Country SWOT: Rules Meets “Proficient” criteria and
and Regulations
demonstrates a nuanced
understanding of the variety of
rules and regulations governing
marketing in specific markets
Country SWOT: Law Meets “Proficient” criteria and
demonstrates a nuanced
understanding of the laws and
regulations governing product
launches in specific markets
Branding: Competitors: Meets “Proficient” criteria and
Logos
shows keen insight into the
changes made by international
brands to adapt to new markets
Proficient (90%)
Provides a brief overview
including selected international
market and company within
selected industry
Needs Improvement (70%)
Provides an overview including
selected international market
and company within selected
industry, but omits key details or
is wordy
Logically assesses political system Assesses political system in
in country for whether it favors
country for whether it favors new
new product or not
product or not, but with gaps in
logic or detail
Not Evident (0%)
Does not provide a brief
overview including selected
international market and
company within selected industry
Value
2.6
Does not assess political system
in country for whether it favors
new product or not
6.3
Accurately analyzes rules and
regulations governing marketing
in market
Analyzes rules and regulations
governing marketing in market,
but with gaps in accuracy or
detail
Does not analyze rules and
regulations governing marketing
in market
6.3
Accurately analyzes law and
regulations governing product in
market
Analyzes law and regulations
Does not analyze law and
governing product in market, but regulations governing product in
with gaps in accuracy or detail
market
6.3
Analyzes competitors’ brand
changes in logos for the specific
market
Analyzes competitors’ brand
Does not analyze competitors’
changes in logos for the specific brand changes in logos for the
market, but with gaps in accuracy specific market
or detail
3.8
Branding: Competitors: Meets “Proficient” criteria and
Marketing Campaigns shows keen insight into the
changes made by international
brands to adapt to new markets
Branding: Brand
Meets “Proficient” criteria and
Products
shows keen insight into the
changes made by international
brands to adapt to new markets
Analyzes competitors’ brand
changes in marketing campaigns
for the specific market
Analyzes competitors’ brand
changes in marketing campaigns
for the specific market, but with
gaps in accuracy or detail
Analyzes competitors’ brand
Analyzes competitors’ brand
products and whether
product and whether
competitors customized products competitors customized products
to fit the specific market,
to fit the specific market,
explaining rationale
explaining rationale, but with
gaps in logic or detail
Branding: Brand
Meets “Proficient” criteria and
Analyzes competitors’ brand
Analyzes competitors’ brand
Positioning
demonstrates a nuanced
positioning in terms of price in
positioning in terms of price in
understanding of brand
specific market, explaining
specific market, explaining
positioning strategies designed
rationale
rationale, but with gaps in
for specific international markets
accuracy or detail
Branding: Placement Meets “Proficient” criteria and
Analyzes competitors’ brand in
Analyzes competitors’ brand in
demonstrates a nuanced
terms of placement in specific
terms of placement in specific
understanding of placement
market, explaining rationale
market, explaining rationale, but
strategies designed for specific
with gaps in accuracy or detail
international markets
Target Market: Product Meets “Proficient” criteria and
Logically justifies why product is Justifies why product is correctly
demonstrates a nuanced
correctly customized to market, customized to market, but does
understanding of how to
including logo image with
not include logo image with
strategize product customization annotated changes
annotated changes or has gaps in
for particular international
logic or detail
markets
Target Market:
Meets “Proficient” criteria and
Logically justifies how product is Justifies how product is
Appropriately Priced demonstrates a nuanced
appropriately priced for intended appropriately priced for intended
understanding of how to
target market group
target market group, but with
strategize product pricing for
gaps in logic or detail
particular international markets
Target Market:
Meets “Proficient” criteria and
Logically justifies product
Justifies product placement in
Placement
demonstrates a nuanced
placement in specific
specific international market, but
understanding of how to
international market
with gaps in logic or detail
strategize product placement for
particular international markets
Does not analyze competitors’
brand changes in marketing
campaigns for the specific market
3.8
Does not analyze competitors’
brand products and whether
competitors customized products
to fit the specific market and
does not explain rationale
3.8
Does not analyze competitors’
brand positioning in terms of
price in specific market and
explain rationale
3.8
Does not analyze competitors’
brand in terms of placement in
specific market and explain
rationale
3.8
Does not justify why product is
correctly customized to market
3.8
Does not justify how product is
appropriately priced for intended
target market group
3.8
Does not justify product
placement in specific
international market
3.8
Target Market:
Promotion Strategy
Meets “Proficient” criteria and
demonstrates a nuanced
understanding of how to
customize promotion strategy to
particular international markets
Develops appropriate promotion
strategy for product in specific
market, providing logical
justification for selected
platform(s)
Pricing and Budgeting: Meets “Proficient” criteria and
Overall Budget
marketing budget is especially
well aligned with marketing
strategy
Produces overall budget for
marketing campaign consisting of
all required budget items based
on marketing strategy
Pricing and Budgeting: Meets “Proficient” criteria and
Exact Pricing
demonstrates a nuanced
understanding of pricing options
currently available in specific
international markets
Pricing and Budgeting: Meets “Proficient” criteria and
Product Price
shows keen insight into how
fiscal responsibility is
incorporated into marketing
budgets
Pricing and Budgeting: Meets “Proficient” criteria and
Adjustments
demonstrates a nuanced
understanding of pricing
sensitivity in developing
marketing budgets
Conclusions: Impact Meets “Proficient” criteria and
demonstrates a nuanced
understanding of the breadth of
impacts affecting new product
launches
Conclusions: Appraise Meets “Proficient” criteria and
the Value
shows keen insight into the
overall value of launching a new
product in a foreign market
Provides exact pricing for
selected promotion strategy
based on current pricing options
in specific international market
Determines whether the current
product price covers the current
marketing budget, addressing the
budget’s fiscal responsibility
Logically evaluates the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget
Determines overall impact of
product launch on company
Appraises the value of product
launch opportunity in
international market based on
marketing techniques employed
Develops promotion strategy for
product in specific market,
providing justification for
selected platform(s), but
promotion strategy is lacking
detail or relevance to product or
justification has gaps in logic
Produces overall budget for
marketing campaign, but does
not contain all required budget
items based on marketing
strategy or has gaps in accuracy
Provides exact pricing for
selected promotion strategy, but
with gaps in accuracy with
respect to current pricing options
in specific international market
Determines whether the current
product price covers the current
marketing budget, addressing the
budget’s fiscal responsibility, but
with gaps in accuracy or detail
Evaluates the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget,
but has gaps in logic or detail
Determines overall impact of
product launch on company, but
with gaps in accuracy or detail
Does not develop promotion
strategy for product in specific
market
3.8
Does not produce overall budget
for marketing campaign
4.75
Does not provide exact pricing for
selected promotion strategy
4.75
Does not determine whether the
current product price covers the
current marketing budget
4.75
Does not evaluate the impact of
adjustments of the product price
to the highest-priced and lowestpriced competitors on budget
4.75
Does not determine overall
impact of product launch on
company
6.3
Appraises the value of product
launch opportunity in
international market based on
marketing techniques employed,
but with gaps in accuracy or
detail
Does not appraise the value of
product launch opportunity in
international market based on
marketing techniques employed
6.3
Conclusions:
Suggestions
Meets “Proficient” criteria and
shows keen insight into how
future product launches could be
more successful in specific
markets
Advertisement Design Meets “Proficient” criteria and
advertisement is especially well
suited to target international
market
Articulation of
Submission is free of errors
Response
related to citations, grammar,
spelling, syntax, and organization
and is presented in a professional
and easy-to-read format
Provides appropriate suggestions Provides appropriate suggestions Does not provide suggestions for
for future product launches,
for future product launches, but future product launches
supporting with evidence
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