MKT 603 E-COMMERCE AND INTERNATIONAL TRADE COLLEGE OF BUSINESS ADMINISTRATION

AMERICAN UNIVERSITY IN THE EMIRATES

MKT 603 E-COMMERCE AND INTERNATIONAL TRADE COLLEGE OF BUSINESS ADMINISTRATION

– COBACASE STUDY 1 SPRING 7-9 PM Instructors: [DR NIKOLINA LJEPAVA ] Student’s Name: ___________________________ Student’s ID No.:______________ College: Specialization: _______________ ____________________________ Course Learning Outcomes CLO1) Explain the growth of international business in recent years and the impact of increase of freetrade on the international business activities.(CLO2) Evaluate the change in international opportunities; selecting and managing entry modes; globalmarketing strategies; international fiscal system.(CLO3) Analyze the current challenges and issues in e-commerce and e-business, debate their impacton planning, and organizing international operations.(CLO4) Select and appraise theories and concepts underlying e-commerce in order to apply them inbusiness practice.

MKT 603 E-COMMERCE AND INTERNATIONAL TRADE COLLEGE OF BUSINESS ADMINISTRATION-

Mark Sheet (for instructor use only)Q No.1 CLOs1,2 Q Type Q Structure MaxScore St Marks in Numbers St Marks in Words Total Score_______________ Total in words______________ Case study Total Mark 10% Total: 10 Faculty Member: Signature & Date: Dean of COBA: Signature & Date: MKT 603CASE STUDY 1 AMERICAN UNIVERSITY IN THE EMIRATESCOLLEGE OF BUSINESS ADMINISTRATION 1|Page General InstructionsIn your case study you are asked to conduct a comparative content analysis of two videocommercials from the same company prepared for different countries.FONT: Times New Roman or Arial 12, spacing 2 – refer to APA writing style guidelines ona portalFORMAT: You have to submit Word Document I do not accept assignments in pdf files.Due date: September 28th , 23:59CASE STUDY GUIDELINESSYour case study should be between 5-7 pages long (including references page) written inTimes New Roman / Arial with spacing 2. Please refer to the article Exploring theGlocalization of Advertising Strategies by Negm 2016, posted on Academia for the exampleand guidelines on how similar case study analysis should be conducted. You are free tochoose any example of global campaign that you want as long as both video commercialsare from the same company and are adapted for different international markets/ countries.Your case study assignment should include:1.

MKT 603 E-COMMERCE AND INTERNATIONAL TRADE COLLEGE OF BUSINESS ADMINISTRATION-

Introduction: Glocalization of Advertising Strategies (1 page)In this section, you will provide information related to influence of globalization oninternational business, global advertising strategies and adaptation/ glocalization of globalcampaigns (why they are important, what are the benefits and risks etc.). At the end of thissection you should also state purpose of your study.2 POINTS AMERICAN UNIVERSITY IN THE EMIRATESCOLLEGE OF BUSINESS ADMINISTRATION MKT 603CASE STUDY 1 2|Page 2. Company Background, Description of global campaign (1 to 2 pages)In this section, you will provide brief information about your chosen multinationalcompany. You should identify the company’s major products, services, and customers(target groups) and how they approach them on a global level.2 PT3. Global Campaign AnalysisYou should describe the chosen global campaign, the prevailing idea – message and thetarget group. Then you should provide a comparative analysis of the campaign in theWestern context along with the campaign from some other non-Western country of yourchoice. Comparative analysis should be conducted following the Elements inAdvertisement conceptual framework (Negm 2016) page 4, and presented also in a table asit is in the example article (Exploring the Glocalization of Advertising Strategies, Negm2016) that is posted on Academia and analyzed in class4 PT4. Conclusion (1 page)1 PT5. References 1 page – use only credible references and follow APA formatting outlineas discussed in class, following the guidelines from the portal.1 PT You should complete the outline with all necessary information in a coherent structure thatflows logically. Case study should be understandable and easy to read.IMPORTANT! AMERICAN UNIVERSITY IN THE EMIRATESCOLLEGE OF BUSINESS ADMINISTRATION MKT 603CASE STUDY 1 3|Page You should not use any information from Wikipedia, and/or list Wikipedia as a reference foryour case study. Any use of Wikipedia in the assignment will result in 10 points deductionof your grade (out of 20). https://charteredessay.com/mktg310-q10-10-21in-some-environments-it-is-very-difficult-to-dispose-of-used-products/

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