Assessment $4$: Global Strategy REFLECTION TEMPLATE

MBS$537$ Strategic Marketing Management

YOUR DETAILS

Your name

Your student number

Name of videos viewed $($at least $5)$

Contents

What to do $1$

$1$ Reporting $2$

$2$ Responding $3$

$3$ Relating and reasoning $4$

$4$ Reconstructing $5$

$5$ Abstract extension $6$

What to do

Instruction

Students across all three campuses have developed a launch strategy for a new tourism organisation for one region. In reality, many tourism organisations are now present in multiple international markets and marketers need to give consideration as to which markets they may enter, what adjustments they may need to make to the marketing mix and how the particular launch strategy may need to change.

Chapter $20$ in the textbook provides an overview of key considerations, and the articles below provide insight into the research being undertaken on international marketing.

Akaka, M$.$ A$.,$ & Alden, D$.$ L$.(2010).$ Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising, $29(1),37-56.$

Carpenter, J$.$ M$.,$ Moore, M$.,$ Alexander, N$.,$ & Doherty, A$.$ M$.(2013).$ Consumer demographics, ethnocentrism, cultural values, and acculturation to the global consumer culture: A retail perspective. Journal of Marketing Management, $29(3-4),271-291.$

Chatzipanagiotou, K$.,$ Christodoulides, G$.,$ & Veloutsou, C$.(2019).$ Managing the consumer$-$based brand equity process: A cross$-$cultural perspective. International Business Review, $28(2),328-343.$

Chu, S$.$ C$.,$ & Choi, S$.$ M$.(2011).$ Electronic word$-$of$-$mouth in social networking sites: A cross$-$cultural study of the United States and China. Journal of Global Marketing, $24(3),263-281.$

Mandler, T$.,$ Sezen, B$.,$ Chen, J$.,$ & $$zsomer$,$ A$.(2021).$ Performance consequences of marketing standardization$/$adaptation: A systematic literature review and future research agenda. Journal of Business Research, $125,416-435.$

Nam, H$.,$ & Kannan, P$.$ K$.(2020).$ Digital environment in global markets: Cross$-$cultural implications for evolving customer journeys. Journal of International Marketing, $28(1),28-47.$

Schmid, S$.,$ & Kotulla, T$.(2011).50$ years of research on international standardization and adaptation$$From a systematic literature analysis to a theoretical framework. International Business Review, $20(5),491-507.$

This assessment asks you to view a number of the videos produced by your peers that summarise their launch strategy FOR A REGION DIFFERENT TO YOURS.

We$$d like you to view these videos, and then complete the reflection which is designed to get you thinking about international marketing strategies.

To prepare for this assessment, please watch at least $5$ videos from your peers across different regions, read the assigned chapter and do your own reading and research on international marketing $$ the articles above are a great start.

Then complete this reflection template and submit one single document. Please note word count suggestions indicate extent of effort, not strict requirements.

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