By using the materials that you have been supplied with from the module, from your own research
from books, journals, the Internet, and your own experience, select a product/service from a country
of your choice. You are required to launch the product/service in another country where the product
is not currently available. Develop an international/global segmentation, targeting and positioning
strategy for this product/service to be launched.
Introduction [Approximately 200 words]
Question 1: International market selection (country selection) for the selected product/service
This question is worth 25 of your marks and has a word limit of 900 words
Question 2: Proposed International STP strategy for the selected product/service
This question is worth 45 of your marks and has a word limit of 1700 words
Conclusion (approximately 200 words)
Reference List
Appendix (if necessary)
Word limit: 3000 with a tolerance of 10%. This does not include: Tables, Diagrams,
Figures, the Reference List or any Appendices. A penalty of 1% will be applied for
every 100 words over this limit (i.e. over 3300 words)
Module learning outcomes (numbered):
1. Critically evaluate a range of international market screening tools and apply
them in an international/global context.
2. Examine cross cultural consumer/customer behaviour and critically evaluate
relevant tools and techniques to develop international/global segmentation,
targeting and positioning strategies.
3. Critically analyse the impact of external and internal factors on the
global/international marketing mix and produce a global/international
strategic marketing plan.
A good PMA generally requires you to answer the question and to include:
1. A title, with your student number, module, lecturer’s name and any other
documentation required by the university.
2. A contents page and if appropriate, an abstract.
3. An introduction which acts as a ‘map’ to the rest of the document, describing the
aim or purpose of the work and explaining how this aim is achieved. At this point it is
usually helpful to paraphrase your conclusion.
4. Evidence of an appropriate level of background reading of relevant texts.
5. Evidence of systematic and clear thinking, indicative of good planning and
organisation.
6. Writing which makes sense, is clearly and carefully presented (proof-read and
grammar checked).
7. A critical style of writing which compares and contrasts the main theories, concepts
and arguments with conclusions that are based in evidence presented.
8. A logical and well-defined structure with headings and subheadings.
9. Clearly labelled and well-presented diagrams and other graphics that are discussed
in the text.
10. Adherence to usual academic standards including length and a timely submission.
11. A reference section in which every source that is cited in the text is listed and please
