1) Define global segments and discuss why brands are attracted by them (15% of the marks).

2) Assess the evidence of the existence of EITHER the ‘Global Kids’ segment OR the ‘Global Teenager’ segment (30% of the marks).

3) Identify and evaluate how organisations might target the chosen segment (40% of the marks).

1) Explain the concept of international marketing
2) Demonstrate a knowledge of the strategies available to organisations expanding into international markets
3) Demonstrate an understanding of the economic, political, legal, social and cultural factors and trends and their impact on international marketing decisions and strategies.
4) Recognise the differences between developed, emerging and developing markets.

Ability Outcomes

5) Identify and evaluate strategies for international market expansion and development across diverse industries and organisations
6) Select appropriate tools and techniques for international markets.
7) Evaluate the distinctive competencies required for successful international marketing.

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