AMERICAN UNIVERSITY IN THE EMIRATES MKT 603 E-COMMERCE AND INTERNATIONAL TRADE COLLEGE OF BUSINESS ADMINISTRATION- COBA
CASE STUDY 1 SPRING 7-9 PM Instructors: [DR NIKOLINA LJEPAVA ] Student’s Name: ___________________________ Student’s ID No.:______________ College: Specialization: _______________ ____________________________ Course Learning Outcomes CLO1) Explain the growth of international business in recent years and the impact of increase of free
trade on the international business activities.
(CLO2) Evaluate the change in international opportunities; selecting and managing entry modes; global
marketing strategies; international fiscal system.
(CLO3) Analyze the current challenges and issues in e-commerce and e-business, debate their impact
on planning, and organizing international operations.
(CLO4) Select and appraise theories and concepts underlying e-commerce in order to apply them in
business practice. Mark Sheet (for instructor use only)
Q No.
1 CLOs
1,2 Q Type Q Structure Max
Score St Marks in Numbers St Marks in Words Total Score
_______________ Total in words
______________ Case study Total Mark 10% Total: 10 Faculty Member: Signature & Date: Dean of COBA: Signature & Date: MKT 603
CASE STUDY 1 AMERICAN UNIVERSITY IN THE EMIRATES
COLLEGE OF BUSINESS ADMINISTRATION 1|Page General Instructions
In your case study you are asked to conduct a comparative content analysis of two video
commercials from the same company prepared for different countries.
FONT: Times New Roman or Arial 12, spacing 2 – refer to APA writing style guidelines on
a portal
FORMAT: You have to submit Word Document I do not accept assignments in pdf files.
Due date: September 28th , 23:59
CASE STUDY GUIDELINESS
Your case study should be between 5-7 pages long (including references page) written in
Times New Roman / Arial with spacing 2. Please refer to the article Exploring the
Glocalization of Advertising Strategies by Negm 2016, posted on Academia for the example
and guidelines on how similar case study analysis should be conducted. You are free to
choose any example of global campaign that you want as long as both video commercials
are from the same company and are adapted for different international markets/ countries.
Your case study assignment should include:
1. Introduction: Glocalization of Advertising Strategies (1 page)
In this section, you will provide information related to influence of globalization on
international business, global advertising strategies and adaptation/ glocalization of global
campaigns (why they are important, what are the benefits and risks etc.). At the end of this
section you should also state purpose of your study.
2 POINTS AMERICAN UNIVERSITY IN THE EMIRATES
COLLEGE OF BUSINESS ADMINISTRATION MKT 603
CASE STUDY 1 2|Page 2. Company Background, Description of global campaign (1 to 2 pages)
In this section, you will provide brief information about your chosen multinational
company. You should identify the company’s major products, services, and customers
(target groups) and how they approach them on a global level.
2 PT
3. Global Campaign Analysis
You should describe the chosen global campaign, the prevailing idea – message and the
target group. Then you should provide a comparative analysis of the campaign in the
Western context along with the campaign from some other non-Western country of your
choice. Comparative analysis should be conducted following the Elements in
Advertisement conceptual framework (Negm 2016) page 4, and presented also in a table as
it is in the example article (Exploring the Glocalization of Advertising Strategies, Negm
2016) that is posted on Academia and analyzed in class
4 PT
4. Conclusion (1 page)
1 PT
5. References 1 page – use only credible references and follow APA formatting outline
as discussed in class, following the guidelines from the portal.
1 PT You should complete the outline with all necessary information in a coherent structure that
flows logically. Case study should be understandable and easy to read.
IMPORTANT! AMERICAN UNIVERSITY IN THE EMIRATES
COLLEGE OF BUSINESS ADMINISTRATION MKT 603
CASE STUDY 1 3|Page You should not use any information from Wikipedia, and/or list Wikipedia as a reference for
your case study. Any use of Wikipedia in the assignment will result in 10 points deduction
of your grade (out of 20).
