University of Dhaka

Department of International Business

EMBA Program (Spring 2021)
EIB-512/549: Global Marketing/ International Marketing and Brand Management
Individual Report Writing

Report Writing Objectives

This course is designed to equip students with the necessary branding knowledge and skills
to effectively understand and perform in a global environment. As an international marketer,
students not only need to initiate different tasks to reach their products in foreign markets but
also require establishing a strong brand globally. In this connection, this individual report will
help students organize and apply their learning of international branding techniques in a
practical/hypothetical framework.

Presentation Specification
Students has already given a specific industry by the course teacher. The next step is to select
a product from that industry. Now think yourself as an exporter or international seller of that
product. You may think of one particular foreign market where you will sell your product or
may consider multiple locations for your target market. Your aim would be establishing your
own brand for the product you are going to sell internationally. Though you are free to think
and organize your branding initiatives, in your report course teacher is interested to see core
issues of a branding initiatives. Therefore, while preparing your branding strategies, you
should address but not limited to the following issues,

1. What is your core brand element(s)?

2. Justify why you have chosen the specific brand element(s)?
3. How your chosen brand element(s) fulfills the different essential criteria of choosing a
brand element?
4. How will you create brand equity through brand awareness and brand image?
5. How will you ensure brand recognition and brand recall?
6. How will you identify and establish your brand positioning?
7. What are your target market(s) and nature of competition?
8. What are your points of parity and points of differences?
9. How your points of difference will help you to create brand positioning?
10. What is your plan for establishing a secondary brand association?
11. Why is this secondary brand association(s) critical for your success in global branding?
12. How you connect your pricing strategy with establishing your brand?
13. What are the integrated marketing communications you want to avail to establish your
brand?
14. Do you have any other plans or thought about establishing your brand globally?
Students are requested to write their reports in their own words rather than copy from other
sources. While preparing this summary report, a student should keep it precise, informative,
standard, and well-constructed in sentence formation. Irrelevant analysis and unnecessary
repetition will reduce the expected grade. There is no word limit for this write-up. Whatever
the length student choose is good enough if it is written by himself/herself, addressed the
required issues and free from plagiarism.

Submission Deadline
Date of authorization: 16th March 2021
Last date of Submission: 27th April 2021
Tentative Duration: 6 weeks (or around 42 days)

Submission Contents
1. Softcopy of the report in MS Word or pdf format named as
“EIB-512_Spring 2021_RW_student’s roll”

Report Writing Format

i. Title page
ii. Table of contents
iii. Executive summary/Abstract (no more than 200 words)

 Main Body of the report

(The branding strategies by a written response to the above mentioned issues)

iv. References (if any)

v. Appendix (if any)

Writing Guidelines
See the attachment on report writing guideline