Globalisation today: what it is and what it means for international marketing
The purpose of this assignment is to provide you with the opportunity to demonstrate your ability to analyse a core concept, apply it to current conditions and predict
likely consequences as well as make recommendations.
The Financial Times prints an occasional series called ‘CEO briefings’. These briefing notes explain important trends and concepts and their implications for
businesses operating internationally. They also make recommendations on how the CEO might use the information to improve corporate performance. You have been hired to
write a 2000 word article with the title “Globalisation today: what it is and what it means for international marketing”.
CEOs are busy people. This means that they want insight and synthesis and they want this presented in a way that is quick to read and to digest. The key points and
their relevance have to be clear and unambiguous.
A particular feature of the CEO briefings is that they have recommendations for ‘additional reading’ at the end. There are typically 5 items in the additional reading
list and these can be a combination of articles, books (but not text books) and can even include a web-site. The list takes the form of an annotated bibliography
saying what is particularly useful and/or interesting about the source. It is preferred if the items included have been published within the last 4 years.
Needless to say all sources of information used to write the article need to be referenced using Harvard Referencing. It is expected that more and different sources
are used to write the article than given in the additional reading list.
Because space has already been allocated, the article can be no shorter than 1800 words and no longer than 2200 words. It should also include 1 – 3 diagrams or tables.
If the article falls outside these parameters it will be rejected.
The FT has strict guidelines about the format in which articles can be submitted:
• A4 page setting with 2.5cm margins on all sides.
• 12 point Times New Roman font (apart from the main title that should be 14 point Times New Roman). Subheadings within the article can be in bold.
• Single spacing throughout
• Diagrams and tables must be numbered with titles and their source (or sources if several have been used) and put at the end of the article, but before the reading
list and references. Within the article you can indicate where each table/diagram should fit by using the following format:
—————————-insert table/diagram x here —————————————————-
The assignment will be marked using the following criteria:
• The requirements for the length and format of the article have been followed – 5%
• The clarity of the explanation about globalisation and the different meanings given to the word – 30%
• Evidence of analysis and critical thinking especially when identifying the implications of globalisation for international marketing – 30%
• The relevance of the items in the additional reading list and the quality of the annotation notes – 15%
• The range and quality of the sources used together with accurate use of HR -10%
• The writing including grammar, spelling and proofing but also the suitability of the tone and style for the CEO readership – 10%
You will be given the opportunity to ask questions through a discussion board that will be set up for this purpose and which will allow anonymous posts. Please do
check that you question is not covered in the brief and do read previous answers to questions.
You will also be given the opportunity to post your structure and up to 250 words to a journal for a short comment. The deadline for this will be 11pm Sunday 8 March
2015. There will also be some general feedback at the start of the lecture on Tuesday 10 March 2015
Drafts will not be read. This applies to everyone so please do not ask as a refusal may disappoint.
This assignment is linked to the following learning objectives:
Knowledge and Understanding
a. Define and differentiate the meaning and scope of the global marketing context and analyse its impact on international marketing.
b. Critically evaluate the concept and development of globalisation together with the opportunities and threats it presents.
c. Analyse and appraise the conceptual models associated with the political, economic, social, cultural, institutional, legal and technological aspects of the
Subject Specific skills
d. Identify and analyse the challenges of the global marketing environment in specific situations by applying appropriate frameworks.
f. Display reasoning, critical thinking and evaluative skills and demonstrate these effectively both verbally and in writing
g. Carry out applied research effectively and communicate information, ideas and viewpoints confidently and to the appropriate academic standard in both written and
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