This research phase is essential since marketing decisions made are only ever as good as the information on which they are based (Tookey, 1964) . Thus, the possession of information will be crucial to the quality of the international marketing strategies ultimately developed, which must constantly refer to exact sources of information. However, no descriptive summary of the research findings will be requested in the final report. Instead, an analysis of the information uncovered (for example, using a rigorous SWOT procedure, and/or Porter’s Five Forces model) will be warranted. b) Developing actionable, realistic, measurable international marketing objectives, which are directly in line with the research results. These should be adequately justified. c) Designing international marketing strategies aimed at achieving the set objectives. At this stage of the report, creativity, realism, and precision will be rewarded. Indications of how to implement the plan and control for its success should also be included. Maximum length: 1500 words, 1 inch margins all around, double-spaced, font size 12, Times New Roman (inclusive of cover page, executive summary, table of contents, appendices, tables, graphs, references etc. Note, however, that references may be single-spaced, and a font size 10 may be used for them). Any pages over the page limit will be neither read nor marked. Deviations from the set formatting guidelines will severely affect your grade, regardless of report content. This is to ensure optimal length consistency (and therefore marking fairness) for all submitted student reports. INTENDED LEARNING OUTCOMES Having completed this unit the student is expected to demonstrate: 1 A critical and systematic understanding of the key theoretical approaches informing international marketing management and of when and how to apply them in different marketing circumstances; 2 An ability to analyse complex marketing environments, using appropriate techniques, and to understand the implications of the opportunities and issues which they present; 3 An ability to critically evaluate options and then make recommendations for the development and management of international marketing programmes appropriate to different international markets, using appropriate theoretical frameworks.