International Marketing Essay: British Airways

This 2500-word essay requires a critical assessment of a multinational company's international marketing strategies, focusing on British Airways. Students must identify and analyze current and future marketing challenges, applying two relevant international/global marketing models. The analysis should incorporate insights from two academic journal articles per model, demonstrating how their conclusions can improve the chosen company's marketing performance. The assignment aims to test students' understanding of global marketing theory and practice through individual critical interpretation.

Original assessment type: Individual critical essay about British Airways
This 2500 word essay 50% of the overall module grade tests students’ individual critical
interpretation of global marketing theory and practice.
You are required to:
(iv) Choose a foreign multinational company with which you are familiar with or
interested
in. You should make sure that they have access to relevant information about the
company of your choice and how it market itself.
(ii) Carryout a comprehensive and critical assessment of the company’s current
international marketing problems and potential future challenges. Once you have
conducted an appropriate assessment of the organisation’s international marketing
activities, you should be able to focus your investigation on the key issues that the
organisation is currently facing.
(iii) Further investigation of the key issues- critically evaluate the key issues using two
models of international/global marketing. The models should be useful in assessing
and providing solutions to the company’s problems.
(iv) Choose two articles from an academic journal related to each of the two models
identified in part (iii) and show how the conclusions from the journal articles could be
used to improve the marketing performance of your chosen company.