MN313 International Marketing 2026 Individual Assessment: Consumer Culture Positioning, Segmentation and Positioning Essay Topics | MU

The MN313 International Marketing 2026 individual assessment is a 1,500-word essay on one of four topics from the module text by Baack et al.: global, local and foreign consumer culture positioning, the six steps of international market segmentation, B2B versus B2C segmentation factors, or the four steps of international positioning.

Requirement

Write an essay on one of the following topics. All carry equal marks.

Topics

1. Consumer culture positioning: Discuss the similarities and differences between global consumer culture positioning, local consumer culture positioning and foreign consumer culture positioning. Explain how each approach works in practice and illustrate your points with examples (citing your sources).
2. International market segmentation: Baack et al. (2018) describe six steps in international market segmentation for a firm with an existing product or service. Analyse each step in detail, include examples for illustration and discuss the challenges for each step (citing your sources).
3. B2B vs B2C segmentation: Baack et al. (2018) identify the factors of business-to-business segmentation in international marketing. Analyse each factor, use examples for illustration in each factor, and compare these factors with approaches in business-to-consumer segmentation (citing your sources).
4. International positioning: According to Baack et al. (2016), what are the four steps of international positioning and what factors must firms take into consideration at each step in this process? Analyse each factor and use examples (citing your sources) to support your answer.

Basic Requirements

• Length: 1,500 words (excluding title page, declaration, tables/figures and reference list); a 10% margin either way is allowed.
• 1.5 spacing, Times New Roman size 12.

Criteria for Assessment

• Use a minimum of five academic articles, preferably from journals in the Recommended Publications list in the module handbook; other high-quality sources (case studies, industry reports, news articles) may strengthen your essay.
• Ability to develop independent arguments, demonstrate critical thinking and apply concepts creatively to relevant international marketing contexts.
• Standard of English: spelling, grammar and style.
• A list of references in Harvard style (not part of the word count).

Deadline, Penalties and Checks

• Due: Friday 13 November 2026 by 5pm (sharp).
• Late penalty: 10% of the mark (weighted) per day.
• About 20% of students may be chosen at random to submit PDFs of the articles and readings used; failure to do so by the due date results in a mark of zero.