This assignment is designed to assess learning outcomes LO1 and LO4. It accounts for 50% of the overall module mark.
|LO1.||Critically evaluate the impact of cultural, demographic, ecological, economic, legal, political, social, and technological environments on international marketing activities;|
|LO2.||Demonstrate a critical understanding of consumer behaviour in an international context;|
|LO3.||Demonstrate the ability to address and justify analysis of cross-cultural issues when making international marketing decisions.|
|LO4.||Demonstrate a critical understanding of the specifics in applying marketing theories and tools to different international marketing settings.|
This assignment requires that you prepare a 1500-word report answering all parts of the following task:
You are the Marketing Manager of a company of your choice based in one of the following countries: China, the U.S., India, Japan or Russia. This has to be a real company that is not yet present outside its domestic market. The company is currently evaluating the opportunity of their expansion into one of the following countries: Greece or Denmark.
You have been tasked to evaluate the situation and decide which is the suitable market for the company’s expansion. In order to support your decision, you are asked to prepare a business report to include the following:
- A brief summary of the company’s products/services and brands. You should choose one product/service and provide a detailed analysis of their marketing mix;
- An analysis of the macro and micro environment in the market where you decided that the company should expand its operations (you are free to choose between Greece or Denmark) . This section should also justify why you chose one of the two countries listed above;
- A discussion about the market entry strategy that you recommend for the company to adopt;
- A discussion justifying which elements of the marketing mix should be adapted or standardised for the new market. This section should detail and justify how the service/product should be promoted in the new market.
You must include a range of research in all answers; this may include relevant concepts and theories from text books, journal articles, and market research databases such as Mintel, company or industry sources. The report should be referenced using CU Harvard Referencing style.
Please refer to the Marking Scheme below for information on how work is assessed and graded.
Marking Scheme and Checklist
<40 Poor; 40-49 Satisfactory; 50-59 Good; 60-69 Very Good; 70+ Excellent
|Task||What to include||Marks allocated|
|1||Presentation of the company and of the product/service that will be analysed||10%|
|2||Analysis of the macro and micro environments||35%|
|3||Market entry strategy discussion||15%|
|4||Marketing mix adaptation and standardisation||25%|
|All||Structure, presentation, coherence
Correct use of CU Harvard style
List of references
Variety of good quality sources used
How to submit your assessment
You are required to prepare a PowerPoint presentation and submit it via Turnitin by 23.55 on the 19th of December, 2016. No paper copies are required. You can access the Turnitin link through the module web.
- Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Should you submit work on time but fail the assignment, you will be offered a resit opportunity but the resit mark will be capped at 40%.
- All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero. Please note that a non-submission is not the same as a failed submission; a failed submission counts as an attempt whereas an absent mark does not necessarily allow you to resit the coursework.
- Short deferrals (extensions) of up to three calendar weeks can only be given for genuine “force majeure” and medical reasons, not for poor scheduling on your part. Please note that theft, loss, or failure to keep a back-up file, are not valid reasons. The short deferral must be applied for on or before the submission date. You can apply for a short deferral by submitting an Examination/ Coursework Deferral Application Form. Application Forms along with the supporting evidence should go to the relevant Student Support Office. For a longer delay in submission a student may apply for a long deferral.
- Students MUST keep a copy and/or an electronic file of their assignment.
- Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.
Presentations will also be delivered in class. The dates will be confirmed.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
As part of your study you will be involved in carrying out research and using it when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw.
Turnitin includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the CU Harvard Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you 2 weeks after the submission date. Marks and feedback will be provided online. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.
General Criteria for Assessment
This table details the weightings of the five criteria by which your work will be assessed.
|Criteria||Proportion of overall module mark|
|1. Content (and Learning Outcomes)||35%|
|2. Knowledge and understanding / application of theory||35%|
|3. Evidence of reading, use of resources and research||15%|
|4. Structure, accurate citations and referencing||15%|
Marking and Assessment Scheme
70 – 100%
In order to secure a mark in this range, a candidate must submit an outstanding answer that could hardly be bettered. In addition to the criteria identified below for a mark between 70-85%, an answer scoring a mark of 85-100% would show an excellent level of understanding and critical/analytic skills and originality. For example, such an answer would include new insights into the field of International Marketing which are not drawn from the literature but from the student’s own critical thinking, and which add something to the existing literature.
An essay in this range will demonstrate a strong understanding of theories, concepts and issues relating to the field of International Marketing. There will be evidence of wide-ranging reading from a variety of valid sources (as described and presented in the marking criteria for 60-69%).
The assignment must be written in a clear, well-structured way with a coherent and seamless flow and show evidence of independent, critical thought. It must show extensive relevant reading on the subject and intelligent use of the material to present a well-balanced and well-argued assignment. For example, the student will have considered a range of relevant issues and be able to assess the strength and weaknesses of various approaches / arguments and put forward a confident and articulate view of their own.
60 – 69%
An essay in this mark range will demonstrate a good understanding of the requirements of the assignment and of theories, concepts and issues relating to the field of International Marketing. An assignment in this percentage range will include a balanced discussion of issues central to the question, how these are addressed by different authors or sources and some critical thinking into their relative merits or shortcomings.
The answer will contain few errors and little, if any, irrelevant material. It will show evidence of reading from a variety of sources (i.e. more than 3 or 4) but not so many sources that the discussion loses focus and becomes unclear or irrelevant. All sources should be of some academic merit (e.g. books, journals, reports, media publications). Unreferenced material from non-credible internet sources MUST be avoided.
All sources must be included and properly referenced in the references. The assignment will be well-organised and clearly written / presented overall.
50 – 59%
The answer will demonstrate some reasonable understanding of relevant theories, concepts and issues relating to the field of International Marketing but also some minor errors of fact or understanding.
The assignment will not be based on an extensive range of sources (for example few references are included), or much evidence that they have been read closely or well-understood. For example, the assignment will retell sources rather than analyse them.
The assignment may be quite general in part. Some errors may be present and some irrelevant material may be included.
The essay may not be particularly well-structured, and / or clearly presented and contain some spelling mistakes and grammatical errors. A few sentences may be unclear.
40 – 49%
A mark within this percentage range will be given to an essay which:
– shows some limited basic understanding of the subject but is incomplete. For example, if it answers one part of a question but not the rest.
– makes only very general statements
– includes some factual errors or misunderstandings e.g. confusion between different companies or misuse of certain key terms.
– shows limited use of material with limited reading / research on the topic and includes only a very small number of references, not all of which are included in the references
– includes spelling mistakes, is poorly structured with no clear argument and grammar mistakes making it difficult to understand.
– includes some irrelevant material.
35 – 39%
A mark within this percentage range will be given to an assignment which:
– includes only a limited amount of relevant material.
– shows little evidence of reading / research on the topic. For example, the essay includes only very few references, and relies only on material or case studies used during the course.
– shows only a very basic understanding of the subject.
– is poorly presented with bad grammar, some spelling mistakes and an incomplete reference list.
– has a poor structure and does not flow e.g. if there is no conclusion or new facts are introduced in the conclusion rather than introduction or main discussion.
– contains some fundamental errors.
20 – 34%
0 – 19%
A poor fail on this assignment means the assignment submitted:
– is poor and suggests that the student has spent very little time on it e.g. if the answer is considerably under the word requirement and / or presented in note form rather than as a fully written up essay.
– bears little relation to the assignment topic.
– shows a poor understanding of theories, concepts and issues relating to the field of International Marketing and to the learning outcomes detailed in this document.
– contains some or many fundamental errors and misunderstandings of the academic or other material used. For example, many of the facts cited are incorrect.
– uses literature or other material which is largely irrelevant or has no academic value
– is poorly structured and poorly presented. For example, sentences may be hard to understand and contain many spelling or grammatical mistakes.
– contains no references.
Work within this mark range shows a complete failure to meet the requirements of the assignment. A mark in this range will be given for an essay which:
– is below 500 words in length.
– bears no link to the question chosen and shows very little or no knowledge or understanding of any of the theories, concepts and issues relating to the field of International Marketing. The answer may be fundamentally wrong or trivial.
– contains no references and / or evidence of relevant reading.
– shows little understanding of the requirements of the assignment and only a vague knowledge of the subject area.
– includes numerous fundamental errors in the understanding or presentation of the material discussed. There is a general lack of facts / evidence and what is provided is mostly incorrect and / or irrelevant.
– is poorly structured and poorly presented. Spelling and grammar are poor. Many sentences are incomprehensible.
– the examiners do not feel could be described as a serious attempt by any reasonable standards.