Global Marketing Management- MKT 451
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Instructions for the Preparation of Individual/Group Project
An individual/group project. The goal is to demonstrate how well the students master the
features and functions of Global Marketing Management through analyzing, comparing,
and developing real cases cinereous for companies from the context of United Arab
Emirates. this company must be linked to a wide range of global marketing activities.
Students are expected to address some key questions in line with the contextual
challenges underpin the global business activities. In the individual/ group project,
students are encouraged to apply different concepts and approaches that are learned
throughout the course to deepen their global marketing understanding and the application
of business models to real life circumstances
All references must be listed and cited correctly.
1- Consult the Textbook: Keegan, Warren J. and Green, Mark C Global
Marketing, 5th ed. Pearson
2- Read the teaching notes and part one and two in the textbook before start
writing your essay.
3- Do not directly answer the topic questions in your essay
4- The structure of the report includes the following items:
1. Situation Analysis. Summarize the key factors of the situation that drive
your subsequent argument. Don’t list all the facts and include the nature
of global business environment
2. Alternatives. Briefly discuss at least two alternative options that you
considered in your analysis and explicitly recognize the pros and cons,
advantages and disadvantages of each option.
3. Conclusion and Recommendation. Describe and critically evaluate e the
potential growth opportunities for global marketing activities and how the
company might reap the benefits of these potential growth opportunities
through its global marketing strategy. The recommendation should be
practical, consider the costs and benefits, and include some type of time
5- Make sure the report is easy to read and follow and consider using bullets,
6- Your Essay should not exceed 3,000 words. The assessments are permitted to
be 10% over the specified word count excluding the bibliography. Work
which fails to meet this criteria will be deducted 5 marks. There is no formal
deduction for assessments that fall below the specified word count. It should
be printed on one side of plain A4 paper only. Your student number should
appear on each page and pages should be numbered.
7- The report should be word processed and at no smaller than Font 12, Times
New Roman, single spaced, and double space between paragraphs.