Business

Objectives

This assignment asks you to demonstrate your knowledge of marketing intelligence and research, in an International context, gained on the module to date.

Learning outcomes

Knowledge and understanding

a) Determine and assess the differences between doemstic and International marketing research and marketing informnation systems.
b) Critically evaluate international research and information objectives,based on a thorough analysis of the International context and the business / marketing

objectives
c) Understand and analyse the particular challenges of achieving equivalence and comparabilty in primary research and in the interpretation of secondary data.

Subject Specific Skills

e) Design and justify creative and robust research solutions for identified problems, taking into account the particular issues associated with working

Internationally.
f) Critically evaluate the “quality” of information available from online and traditional sources of secondary data.
g) Critique the role of databases,datawarehousing and data mining.

Key Skills

h) Communicate research findings effectively and professionally in both written and verbal form
i) Display critical thinking in the interpretation of information and data

Your Task

“People who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

– David Ogilvy, founder of Ogilvy Group

International marketing research plays a vital role for businesses that wish to expand into new markets.

Using the knowledge you have acquired in the first 6 lectures, seminars and wider reading, you are required to write a business report that addresses the brief below..

You should identify the challenges of using secondary data for international markets. It will also be expected to demonstrate a creative presentation of good

analytical skills and critical thinking skills in the interpretation of the information

Your client, WPP, is advising Tesco (A multi-national retailer) on what steps to take next in their strategic journey. You are to critically evaluate the various

research methods that they could employ and make recommendations to them on what to use in the form of a business report.

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