At the end of this module, students will be able to:
Develop a critical appraisal of the complexity of global and international marketing: scope, opportunities, challenges, processes and techniques of market assessment, as well as selection and evaluation of options
Appreciate and understand the challenges of cross-cultural marketing
Develop a critical awareness of contemporary issues such as multiculturalism, diversity, globalisation and attendant implications in the marketing process.
Subject-based practical skills
Critically apply standard methods and procedures of marketing organisation, planning, research, and strategy formulation in international and multicultural contexts,
Skills for life and work (general skills)
Develop a critical understanding of the importance of culture, political and legal environments as well as other institutional prerequisites that have moderating effects on international marketing theory and practice.
All assessments are to be submitted Online through Turnitin. No hard copies are required.
Return of feedback and marked work:
There will be sessions allocated for coursework feedback where the tutor will offer oral feedback in relation to drafts of your work. The grade and final mark will be awarded after you make your final submission online as per the deadline mentioned above. This will be after the end of the semester. You should however read the feedback we post on Turnitin regarding your coursework when the marks are published on Turnitin to read the comments and written feedback left by both first marker and second marker.
In addition to the coursework feedback there will be continuous oral feedback provided when you participate in class discussions whether during lectures, seminars or workshops. Thus attendance is essential for higher achievements. This is in addition to the feedback clinics.
Details of the assessment task
International Marketing plan –
Individual Presentation and Poster
Individual Presentation 10 minutes on a specified date and time for individual students:
You are a marketing manager who has been asked to draw a marketing plan to enter an international market.
Select the company you are working for and the market destination you identified for the company to expand their business into.
Explain why the company would want to expand into an international market (motive to internationalise);
Justify your choice of the market (macro- and micro-environment)
Identify a market entry mode and justify your choice (advantages and disadvantages of the entry method and why not another possible entry method)
Determine the marketing strategy to standardise or adapt the company’s value proposition in the host market and explain the reasons behind your decision (e.g. market structure and distribution channels, consumers’ consumption habits and buying behaviour, cultural differences, legislations etc.).
Draw a brief plan of the marketing programme you are suggesting for the company to adapt in the foreign market.
Your presentation need to be precise but clear with sufficient information. You have 10 minutes only to pitch your plan to the company, justify your choices and persuade them to adopt your plan and commit to invest in it.
You need to be professional, so dress and present formally, prepare your slides skilfully so they show good computer skills, and ability to explain complex and lengthy ideas in few words with clarity and within the time limit. Speak loud enough but not too loud and at the appropriate pace for your audiences to understand you and not get bored. Have colourful enough presentation through the use of visual aids like useful and relevant charts, tables, diagrams and pictures. Make sure you select clear, simple, formal and appropriate font size. Practice your presentation many times before the due date to gain confidence, become familiar with the materials without the need to notes or to reading from the slides, and to make sure you get the timing right. Ask for feedback by presenting to friends, family or colleagues at work or at University.
Posters should be printed in colour on at least A3 page size or bigger as appropriate. The poster summarises the whole marketing plan. You may use a chart, a table, or a diagram that shows your plan in your poster and replicate it in one A4 page to attach to the presentation as a Word or PDF document when you submit online.
Attach your poster to your slides when you submit online. Make sure the front-sheet is at the front of your submission.
You should provide a reference list in the last slide and reference the sources of information or knowledge and ideas in every slide as per ‘cite them right’.
You should have at least 10 different sources of information. These should include at least 5 academic articles, in addition to business magazine or newspaper articles, reliable business and research websites, and specialised academic and professional books. The list may also include online sources for country information used in the marketing environment examination such as CIA fact book, United Nation, Perceived corruption index ….etc. Remember, Wikipedia is not a reliable source, and therefore we expect you to find alternative sources.
Useful sources for market environment study:
– http://www.bloomberg.com/ (You can also access Bloomberg data in Docklands campus room BS3.22)
Students are strongly advised that:
“All materials submitted for assessment shall be the candidate’s own work (except where group work specifically forms part of the assignment). Brief quotation from the published or unpublished work of others may be used, but must always be attributed. Extensive quotations, close paraphrasing, or copying from the work of another person, including another student, without acknowledgement both at the relevant point in the text and in the bibliography, constitutes plagiarism, which is an assessment offence”
You have been asked to produce a presentation and a poster. It should contain the following:
Title slide, including the given title in full, your name and student number and date of the presentation with the School and the University logo.
Justify the choice of the organisation and introduce it briefly, one slide
Main body of the presentation is to be organised under appropriate headings following the requirement of the assignment above.
Conclusion and recommendations
Appendices, which should be numbered.
Make sure you refer your reader to them as required.
Word count; excluding appendices, tables and figures, and reference list
Your work should be word processed in accordance with the following:
Font style, Calibri, font size not less than twenty to the main text on the slide
1.5 line spacing.
Slides should be numbered
Your name and student number should be on the first slide and in the subject of the TURNITIN submission online.
Your student number should be included on every slide.
Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions. Do refer to Info
The university expects students to use Harvard referencing as specified in the book Cite them Right.for further advice and a link to an online version of Cite them Right
You should be careful to include citations within your work as well as a reference list at the end. Unreferenced work will fail.
Exceeding or reducing the time limit (10 minutes) by more than 10% will result in a penalty of 10% of your mark for the coursework.
If your presentation is significantly shorter, then you probably have failed to provide the level of detail required.
Submission to Turnitin
Our policy on the use of Turnitin recognises the educational desirability that all of our students should enjoy the opportunity to self-submit their work to Turnitin (before submitting for assessment). We also recognise that Turnitin Originality Reports will sometimes assist in the identification of plagiarised work submitted for assessment.
Work that is submitted to Turnitin generates a Turnitin originality report, showing which parts of it have been reproduced from which sources. The system compares submissions to material that is to be found: on the world-wide web; in its database of previous submissions; and in its growing number of databases of published articles. You should not assume that a Turnitin originality report with a low similarity index is evidence that the piece of work concerned is free from plagiarism.
Our policy provides that a Module Leader may decide, in accordance with the policy of the School, that all student submissions for a particular component of assessment should be submitted to Turnitin, provided that the relevant Module Guide includes a notice to that effect.
Notice is hereby given that all submissions of coursework for this Module must be submitted to Turnitin. Detailed guidance on how to submit your work to Turnitin will be made available on this Module’s Moodle site.
If you fail to submit your coursework to Turnitin, in accordance with the guidance on the Moodle site, you will be awarded a mark of 0 for the component.
If you have any questions about Turnitin, you should go to “Frequently Asked Questions” at http://www.nlearning.co.uk/faqsearch.php?sol=turnitin. If you have any further questions, please email the Head of Student Compliance and Responsibilities, Toby Grainger (email@example.com).
The material that you submit to Turnitin will be marked. The deadline applies so you are advised not to submit after 11.00p.m, because it could take some time for your submission to upload, and the delay could cause the work to be received after 11.59. A late submission will receive a mark of 0.
Please be aware that the Turnitin site will advise you that late submissions are accepted. This is only for the purposes of allowing students who are claiming extenuation to submit their work.
Please read the material in the submission folder and make sure that you attach the feedback sheet (front-sheet) as requested and save the document using the format for the name of the document as specified.
Marking Scheme and Criteria
Comprehensive research and theoretical understanding of relevant concepts (40%):
Comprehensively researched. Academic and professional Journal articles and the use of company sources for the project.
Identify the relevant concepts and demonstrate good understanding of main academic theories.
Application and Critical Thinking (45%)
Practical application of the theory. Should use appropriate marketing applications demonstrating clear link between theory and practice
Evidence of relevant research and analysis. Demonstrate thought processes that examine issues ‘outside the box’ and critically assess current practices and strategies.
Clarity, structure, writing and presentation skills, and referencing (15%)
Detailed and concise, coherent and formal structure, focused and fluent work should be demonstrated. It also should be well presented with good ability to understand and answer questions.
Overall Mark: 100%
Extenuating Circumstances are circumstances which:
impair your examination performance in assessment or reassessment, or
prevent you from attending for assessment or reassessment, or
prevent you from submitting assessed or reassessed work by the scheduled date
If you need to apply for extenuating circumstances please find the relevant information at:
You will need to retrieve this assignment if any of the following occur during the semester:
You fail to achieve 30% or more for this assignment
You fail to achieve 40% for the module and you failed to achieve 40% or more for this assignment.
You will be expected to complete a similar piece of work for your second attempt. Your assignment brief will be available on UEL Plus in July-August 2013.
Students who wish to appeal against Field and Award Boards decisions can find the relevant information at:
General Grading Criteria Used To Assess Work
General guidelines for standards expected at different levels of study.
First(70% or above)
Thorough understanding of relevant ideas. Clear and well referenced argument. Coherent structure.
Ideas critically analysed. Argument is clear, succinct and well supported. Evidence of a wide range of reading and some independent thought.
Critical work evidencing excellent synthesis and application of ideas. Work is exceptionally well constructed and presented.
Sound understanding. Well written and relevant argument. Appropriately referenced.
Critical consideration of relevant ideas. Arguments are precisely defined and appropriately referenced. The work is structurally sound and well written.
Ideas are critically applied and coherently presented. Evidence of wide reading and some originality. Well referenced
Evidence of understanding and independent reading. Adequate referencing, but some unsubstantiated material. Weaknesses in spelling, structure & grammar.
Reasonable understanding of the relevant concepts, but some inconsistencies in application. Arguments are referenced, but disjointed. Poor structure, spelling or grammar.
Clear grasp of concepts and some critical application. Appropriately referenced and relevant argument. Reasonable structure and syntax. Well presented
Indication of some understanding, but poor application of ideas. Minimal referencing. Generally weak structure.
Generally descriptive work with limited evidence of a critical consideration of ideas. Inadequate referencing. Weaknesses in structure, spelling and grammar.
Evidence of good understanding of issues, but crudely applied. Work indicates some critical thinking, but tends towards description. Argument may be unbalanced. Poor structure and presentation
Irrelevant or poorly analysed material. Indication of weak grasp of concepts. Inadequate structure. Poor grammar and spelling.
Uncritical. Poorly referenced. Argument indicates little use of relevant literature. Chaotic structure and generally badly written.
Poorly referenced and suggests inadequate exploration of relevant literature. Chaotic structure and generally badly written.
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