B9MK134: International Marketing

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.