IMA7001 International Marketing Management

IMA7001 Strategic Case Study Report: Global Marketing in Crisis

Scenario: Brief Background on the E-Commerce Sector

The IMA7001 International Marketing Management Assessment Brief 2026 requires students to prepare a strategic report analysing the global marketing challenges faced by an international organisation. This page explains the assessment requirements, learning outcomes, marking criteria, report structure and provides academic guidance to help you understand the brief.

The e‑commerce sector is widely recognised as one of the most transformative and rapidly expanding segments of the global economy, characterised by accelerating digitalisation, shifting consumer behaviour, and intensifying competition across both established and emerging markets (Kotler and Keller, 2022). The proliferation of smartphones, high‑speed internet, and digital payment infrastructure has fundamentally redefined how consumers discover, evaluate, and purchase products. This has compelled organisations to invest heavily in personalisation technologies, logistics innovation, and seamless omnichannel experiences to remain competitive on a global scale (Chaffey and Ellis‑Chadwick, 2019).

Major multinational platforms such as Amazon, Alibaba, Shopify, and eBay operate in highly saturated and price‑sensitive environments, where customer acquisition costs, platform dominance, and last‑mile delivery efficiency are critical determinants of sustained competitive advantage (Grant, 2021). External forces are also significantly reshaping the sector’s strategic landscape. Geopolitical tensions, particularly between the United States and China, have increased regulatory scrutiny concerning cross‑border data flows, foreign platform ownership, digital taxation, and supply chain resilience (Witt, 2019). Simultaneously, evolving data privacy regulations, including the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA), have compelled e‑commerce firms to reassess their customer data strategies, targeted advertising models, and consent management frameworks across diverse jurisdictions (Culnan and Bies, 2020). The post‑pandemic acceleration of digital commerce has further intensified consumer expectations for hyper‑personalised and frictionless shopping experiences, making artificial intelligence, predictive analytics, and real‑time inventory management central pillars of global e‑commerce strategy (Sheth, 2021). Sustainability and ethical considerations have also grown in strategic importance within the sector. Concerns related to the environmental impact of digitalisation, including high energy consumption, electronic waste, and the sustainability challenges associated with technology-driven business models, have increased pressure on e‑commerce organisations to integrate Environmental, Social, and Governance (ESG) principles into their strategic and operational frameworks (Rosario and Dias, 2023). Consumer trust, once primarily driven by price and convenience, is increasingly influenced by brand transparency, ethical sourcing, and demonstrable corporate responsibility. Collectively, these dynamics render the e‑commerce sector a strategically complex and highly dynamic environment, where global marketing decisions must balance growth ambitions, technological capability, regulatory compliance, cultural localisation, and evolving stakeholder expectations.

IMA7001 Assignment Task(s)

You are required to select a multinational corporation within E-commerce sector that has faced significant global marketing challenges in the past five years (2020-2025) and develop a comprehensive strategic global marketing plan addressing all four learning outcomes. The report should demonstrate advanced critical appraisal of relevant concepts and theories regarding their application in the global strategic marketing planning process.

• Executive Summary: (At the beginning of the report)

Provide a concise executive summary that offers a brief overview of the chosen organisation and the key global marketing challenges it is facing, followed by a clear synthesis of the main aspects of global marketing plan.

• Global Marketing Challenge Analysis

Critically evaluate the main global marketing challenges your chosen organisation is facing. Analyse the issues and their impact on international strategic decisions.  Evaluate current climate, political, economic and cultural pressures the organisation is facing across globe and is making marketing across different countries more complex and challenging

• Design and Evaluate New Global Marketing Plan

Develop a strategic global marketing plan addressing the identified challenges. The plan should explain how the organisation creates customer value, adapts to market conditions, strengthens brand positioning, and enhances its marketing mix, digital communications, and international market entry strategies, while critically evaluating a range of theoretical models used, including their strengths, limitations, and contribution to sustainable competitive advantage.

• Reflection

Reflect on your semester/block journey. Critically discuss how this module has enhanced your understanding and appreciation of the processes and outcomes involved in the implementation of the global marketing planning process of your chosen organisation.

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