International Emerging Themes: Element 2, individual assignment for an international organisation, 75%

Module Leader: Professor Wilson Ozuem

Teaching Team: Tina Roso

Key Details and Requirements

Submission deadline: 28 January 2022, no later than 16:30

Learning Outcomes to be achieved:

On successful completion of the module, students should be able to:

1. Analyse and evaluate a range of key international emerging (macro-environment) themes and make a critical assessment of their significance for
2. Synthesise and critically analyse a range of key emerging micro-environment themes: making a critical assessment of their significance for a sector or
3. Evaluate and propose international strategic marketing responses to the key emerging themes judged to have the greatest potential impact on
4. Critically analyse and judge the importance of a range of emerging themes to an international
5. Critically evaluate methods by which marketing professional can anticipate and adapt to change.

Assessment details: An individual assignment for an international organisation 75%

- (3,000 words +/- 10%)

Referencing: Students are expected to use Harvard Referencing throughout their assignments where required. Please follow the Harvard Referencing Handbook for all your assignments at the ULBS.

Submission Method: Turnitin - Your work needs to be put through Turnitin. All submissions will be electronically checked for plagiarism.

If you experience issues when uploading your work, please email it by the deadline to [email protected]

Please note that you can deviate +- 10% from the word limit stated on each assignment.

Assessment Details:

Etsy is an international ecommerce retailer which have shown tremendous growth over the past 4 years. A core parr of its rise to popularity has been the shift towards person to person (P2P) e-commence.

Based on the case of Etsy: A Market Place and Community, (a) write a report where you analyse both the macro and micro environmental factors which have led to the growth of Etsy (LO1-3), commenting on both the factors which has led to the growth of the business but also how resistance from the Chinese Government has hindered further growth of the business. (b) Analyse how the forces which have made Etsy popular could support new businesses entering the ecommerce space and make recommendations based on what they can learn from the Etsy journey. (LO4-5)

Your report should have the following sections:

1. Executive Summary
2. Page Index
3. Introduction
4. Case background
5. Key findings
6. Recommendations
7. Conclusion
8. Bibliography
9. Appendices