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View of Georgetown campus from the Virginia side of the Potomac

View of Georgetown campus from the Virginia side of the Potomac

MARK 229: Marketing Across Borders: Home & Research Project

Professor Micheal Czinkota

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Research Project

Students will also carry out an international marketing research project. The work will include the following components:


  1.   The project will focus on the assessment of a new international market entry activities of a firm. New market entry refers either to a firm entering a new country, new to the company, or a firm marketing a new product or service in a non-domestic market in which it already is active. Market entry can consist of a variety of activities such as exporting, importing, licensing, franchising, foreign direct investment or online marketing. In order to keep the research and subsequent presentations interesting and different, you must select a unique grouping among the following corporate (product) geographic and entry choices:


Type of Firm


Type of Entry

Industrial Goods

Japan, China


Consumer Goods

Western Europe



Central Europe



Mexico, Central & Latin America



Middle East

Foreign Direct Investment


Australia, US

Joint Venture


Russia, Africa

Online Marketing


India, Central Asia



Each corporate/geographic/type combination can only be chosen once.  Therefore, the sooner you select, the more likely it is that you will get the topic of your first choice.  However, you should first investigate the information available for the firm and product you would like to work on before you enter your official choice since changing your mind afterwards will lead to a one grade step penalty.


2.  On March 20th you are expected to hand in a printed sheet with the following summary information reflecting your work done to date:

  1. The title of your project
  2. The name of your firm
  3. The type of activity you propose to research and your rationale for doing so
  4. Your future source of data
  5. The type of international entry
  6. The country of origin
  7. The country of destination
  8. The names and signature of all project participants


              After instructor review, adjustments may be made in order to avoid overlaps in         the papers. Topics are only accepted after confirmation by the instructor.


  1. As part of your research and presentation which start on April 17th, you are expected to address the following issues:
    1. An overview of your selected product/firm, covering the past
    2. The current activity of your firm, covering the present
    3. The type of international entry (e.g. export, license, invest)
    4. The rationale for the market entry choice
    5. An explanation of the preparatory steps to be undertaken by the firm
    6. A discussion of the problems, opportunities and competition anticipated


For this project you should ensure that your analysis and writing reflects both the concepts covered in class and demonstrates how these concepts are linked to the practices of the company you have chosen.


Much of the information necessary for this project may be gleaned from secondary sources.  However, if you should also approach the firm directly for an interview.


  1. Each group will write its project in a paper due in 402 Hariri on April ? th before noon together with a brief elevator pitch. Timing is important here.  Each day of delay will result in one grade step reduction (e.g. A to A-). The paper is to be no longer than 15 pages, typed, printed double-spaced, and should be professional in terms of presentation. For grammar or citation styles, please check with style guides such as Turabian. Please use endnotes for referencing. Make sure you use headings and subheads and that your pages are numbered. Appendices which contain all supporting tables, charts, figures, maps and references are not part of the 15 page limit.
  2. You must also prepare a video of 30 seconds as an elevator pitch which entices an executive to ask you for additional input. Workshops and equipment will be offered to enhance your video capability.


  1. From April ?th on, the projects will be presented in class. Each presentation will last for 15 minute summarizing the work (specific presentation times to be announced in class), followed by the elevator pitch. There will also be a question & answer segment.  Presentations will be evaluated based on lucidity, professionalism and discussion.


FINAL PRODUCT: On May ?th you will hand in a five-minute video which will deliver your strong and complete project pitch. As a stand-alone product, this video will be posted on the course blog to encourage viewers to consider taking the internationalization steps you have recommended.

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