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Exam Paper and Answer Book with
Instructions for Remote Assessment
Candidates

Please read this document fully and carefully. It contains important information on how to
complete your exam and how to submit it correctly. Contact details are provided if you have
queries with the exam or technical problems when trying to submit it.
The exam questions start here.
Student and Assessment Details
Student ID Number: (replace this text with your student number)
Department: Department of Management
Module Title: International Marketing
Module Code: MOMN025H7
Credit Value: 15 CATS
Birkbeck College 2020/21
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Birkbeck College 2020/21
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Instructions for candidates
1. Student ID Number
Please complete page 1 of this document with your student ID number. Read all the
following instructions carefully before starting the assessment.
2. Assessment Format
This is an open book assessment which can be submitted at any time within the permitted
48 hours assessment window. The examiners will be expecting answers similar to those
produced under examination conditions, not long essays. Full references and
bibliographies are not therefore expected, unless specified in the assessment instructions.
Please use in-text citations to indicate source material where appropriate.
3. Academic Integrity Statement for Remote Assessments
By submitting this assessment you confirm that this is your original work and that you
have not enlisted the help of others at any point. You understand that this assessment is
undertaken without invigilation, and that you have not communicated with anyone
concerning this assessment before the deadline for submission. Deliberate academic
misconduct is taken very seriously by the Department and may lead to severe penalties.
Please refer to our Assessment Offence policy for further information.
4. Word Limit
The word limit is 1,000 words per question.
5. Assessment Window
This assessment was released at 10 AM on Wednesday, 7 July 2021. The window for
completion of this assessment is 48 hours. The assessment is expected to take 3-4 hours
(or more if identified in a Study Support Plan).
6. Deadline
The deadline for submission of this assessment is 10 AM on Friday, 9 July 2021.

Birkbeck College 2020/21
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Assessment Questions
Assessment Instructions
Answer 2 questions only
The total number of questions is 5
All questions carry equal marks
Cross through/delete any material you do not wish to be considered
No credit will be given for additional questions attempted
Please note that you should not use Studiosity or contact the learning development tutors
for the completion of this assessment.
Questions
Question 1:
Successful internationalization is more likely to be achieved through developing and
sustaining relationships with international market actors and stakeholders. Fully discuss.
What other factors would you consider important
Question 2:
A major player in the digital economy has recently decided to establish direct physical
investment operations in a number of international markets and has approached your
specialist consulting firm for guidance. Drawing on any of the intercultural marketing
models covered in class or your private reading, advise this company on how it might
achieve effective communications and negotiations in (1) a Western economy; and (2) an
Asian economy. Please specify the two economies of interest in your answer.
Question 3:
You, an International Marketing consultant, have been approached by a small and
medium sized company facing new trade barriers as a result of UK’s exit from the EU
(or Brexit). This company exports indirectly to its main international market, but is
considering changing this operating mode to mitigate some of the difficulties it has faced
since the end of the Brexit transition period on 31 December, 2020. Please advise this
company regarding options available to it. Your answer should include a brief profile of
this company, specifically covering main products or services, its main international
market, target customers, major strengths and weaknesses and the Brexit-related
internationalization barriers facing it.
Question 4:
Given the undoubted prevalence of ‘born global firms’ and digital internationalization,
how relevant are the incremental internationalization model and psychic distance notion
as explanations for firms’ decisions on international market entry mode and market
selection respectively
Question 5:
Smart international companies typically capitalize upon the benefits of global
standardization whilst also responding to the imperatives of local adaptation. Fully
discuss making appropriate references to international marketing mix elements and
company examples.
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Start your answers here. Please ensure to label your
answers clearly for marking clarity (ie Part A: Question 1a, 1b; Part B:
4a, 4b…)
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