351LON CW1 Assessment Assignment title: International Marketing Strategy – an Analysis of Unilever Assignment Weight: 50% of your overall module mark. Assessment type: Individual Report (2,000-2,500 words) Assessment deadline: See Aula Submission Link Assignment Briefing: You are required to draw up an International Marketing Analysis for a case study brand (please see the brand name below), and critically evaluate the main marketing activities of the brand when offering one of their products in a local market and an international market. More specifically, you are required to select only one of the company's products for the purpose of this assignment, and conduct a thorough analysis. The analysis will include comparisons between the Marketing activities of the case study brand in the UK and those in a country of your choice. You will need to adopt a ‘compare and contrast’ approach, to critically evaluate similarities and differences of the Marketing activities of case study brand when offering the product in the UK versus the country of your choice. The UK will be considered as the ‘local market’ (regardless of the country of origin of the brand) and the country of your choice will be considered as the ‘international market’. In order to present a well-constructed report, you will need to carry out a thorough evaluation of the brand’s International Marketing activities and that of their key competitors. You will also need to investigate the latest trends and developments within the particular sector. The key to success in this assignment is the critical evaluation of the International Marketing activities related to your chosen product, and this can be achieved with the use of theoretical concepts and models along with plenty of examples related to your case study brand. All arguments made should be evidenced and well-justified. Case study Brand: Unilever: https://www.unilever.com/ Indicative Structure: Non-anonymous Cover Sheet (available on Aula) Title page with student details and coursework details Executive summary. No more than one page. Table of contents Introduction (a brief synopsis of the report and the case study brand). Environmental Analysis in the two countries (Macro Analysis) o Critical evaluation of key factors influencing the sector and/or the case study brand. (PESTEL model is optional - to be provided in an appendix) Industry Analysis in the two countries (Micro Analysis) o Critical evaluation of key industry factors influencing the case study brand/product. (Porter’s 5 Forces model is optional – to be provided in an appendix). Focus should be given on competitor analysis and buyer behaviour. Marketing Strategy Analysis: STP o Critically evaluation of where the brand stands in both markets (SWOT Analysis is optional). Focus on brand resources and capabilities and brand reputation. o Segmentation – Targeting – Positioning to be provided separately with clarity and detailed justification in the main body of the report. Marketing Strategy Analysis: Promotional Activities o Critical evaluation of the main activities of the brand when promoting the product of your choice in the local market and the international market (7Ps/Marketing Mix is optional – to be provided in an appendix). Focus should be given on customer acquisition and retention activities. Conclusion and Recommendations List of references in APA Format Appendices (optional) Please note that in the main body of your report you should focus on critically analysing the key (only) aspects of the factors influencing the International Marketing Strategy of the case study brand, instead of providing an exhaustive list of information regarding those factors. Criticality, rather than a lengthy description, is required in this assignment. Please also note that submitted work must be all your own work and should not have been copied in part or in whole from any other source unless correctly quoted using the APA referencing style. Please see your course handbook or the Library website for more information on referencing and University regulations on plagiarism. Assignment Requirements: Word count: 2,000-2,500 words strictly. Sections not included in the word count: title page, executive summary, table of contents, reference list and appendices. Submission on Aula via Turnitin. Extensive secondary research is required to develop your assignment. Primary research would be welcome, but not required in this assignment – Ethics approval will be required prior to primary data collection (Ethics form available on Aula). Analysis must be supported with evidence (citations, quotations and referencing). Illustrations, graphs, charts, figures, pictures, tables and sketches are properly part of the report and may be placed throughout the text, or included in an appendix, and referenced. These are not included in the word count. NB: tables created to facilitate the presentation of models, when placed within the main body of the report (e.g. PESTEL table, SWOT etc.), will be included in the word count. Attention! Text saved within images will NOT be marked by your tutor as part of the major criteria for the assignment and will be considered as appendix content only. All sources of information must be cited throughout the report – In-text citation should be in APA Style of Referencing (Referencing Guide is available on Aula). A full reference list in the APA format is required. Application of knowledge gained throughout this module should be emphasised. Layout: Your work should be word processed (e.g. in Microsoft Word document) in accordance with the following: Font style Times New Roman, font size 12 1.5 line spacing The page orientation should be ‘portrait’ Margins on both sides of the page should be no less than 2.5 cm Pages should be numbered.
351LON CW1 Rubric Rubric Template XXXXXXXXXX XXXXXXXXXX XXXXXXXXXX XXXXXXXXXX XXXXXXXXXXLearning Pillars and Criteria Learning Objectiveweight No attempt, No submission, Absent Poor, unsatisfactory, weak Inadequate, incomplete, limited Basic, satisfactory, acceptable Reasonable, fair, appropriate Competent, commendable, effective Strong, proficient, very good Articulated, highly impressive, excellent Superb, outstanding, original Faultless, publishable, industry standard Knowledge and Understanding of Macro and Micro Environment. Critical evaluation of key factors influencing the sector and/or the case study brand. 10% No attempt Theory mentioned, but not relevant to the assignment. Incorrect understanding of the theory discussed. Mostly descriptive perhaps based on weak sources. Some application of theory, but descriptive in parts. Effective explanation of the theory with some application. Critical explanation based on independent sources. Detailed, critical explanation based on a range of sources. Highly detailed, critical explanation based on a range of quality sources. A faultless piece of work with new insights brought to the study. Knowledge and Understanding of STP. Critical evaluation of the implications of segmentation, targeting and positioning on the marketing strategies of the case study brand. 10% No attempt Theory mentioned, but not relevant to the assignment. Incorrect understanding of the theory discussed. Mostly descriptive perhaps based on weak sources. Some application of theory, but descriptive in parts. Effective explanation of the theory with some application. Critical explanation based on independent sources. Detailed, critical explanation based on a range of sources. Highly detailed, critical explanation based on a range of quality sources. A faultless piece of work with new insights brought to the study. Knowledge and Understanding of Promotional activities. Critical evaluation of the main activities of the brand for customer acquisition and retention. 10% No attempt Theory mentioned, but not relevant to the assignment. Incorrect understanding of the theory discussed. Mostly descriptive perhaps based on weak sources. Some application of theory, but descriptive in parts. Effective explanation of the theory with some application. Critical explanation based on independent sources. Detailed, critical explanation based on a range of sources. Highly detailed, critical explanation based on a range of quality sources. A faultless piece of work with new insights brought to the study. Cognitive (thinking) skills: Level of Critical Analysis – Critical Evaluation and interpretation of data. 10% No attempt A very vague analysis which is difficult to follow. Descriptive but with no connection from one section to the next. Descriptive, draws some conclusions from the analysis presented. Critical analysis of a range of models, with logical conclusion. Thorough analysis with some lack of criticality or independent research Critical analysis based on independent research, well concluded. Highly critical analysis based on independent research with solid conclusions. A well balanced critical analysis using a range of sources for each argument presented. Perfectly balanced debate, highly articulated with definitive conclusions. Cognitive (thinking) skills: Level of Argumentation across sections – Logic of Conclusions and Recommendations 10% No attempt Very vague argumentation which is difficult to follow. Descriptive but with no connection from one section to the next. Descriptive, draws some conclusions from the argumentation presented. Critical argumentation of a range of models, with logical conclusion. Thorough argumentation with some lack of criticality or independent research Critical argumentation based on independent research, well concluded. Highly critical argumentation based on independent research with solid conclusions. A well balanced critical argumentation using a range of sources for each argument presented. Perfectly balanced arguments, highly articulated with definitive conclusions. Practical Skills: Level of Professionalism in the presentation, structure and use of IT. 10% No attempt Unstructured. Some attempt, but difficult to follow A basic but effective presentation. Logical presentation with sub divisions in places. The presentation supports the work well with interesting additions. Detailed presentation with some very strong parts. Detailed presentation that includes a number of quality parts. Highly detailed presentation with all main professional points fully accounted for. Professional presentation with highly impressive use of digital resources. Transferable Skills: (Visual, verbal and written communication of appropriate business information). Demonstration of an ability to synthesise and communicate information in a manner intended for its appropriate audience. 10% No attempt Lacks use of relevant terminology and includes lots of language and/or grammatical errors. Poor use of relevant terminology and lots of language and/or grammatical errors. Some use of relevant terminology and related sources. Some language and/or grammatical errors. Relevant terminology used throughout; includes some language and/or grammatical errors. Good use of English with relevant terminology. Some minor errors with spelling and grammar. Professional use of language throughout using the correct terminology appropriately. A consistent, professional approach throughout using the correct terminology. No spelling errors. A professional writing standard - no spelling or grammatical errors. New insights provided. Flawless use of business terminology with industry standards and excellent information presented. Engagement with the module. Inclass participation and contributions. 10% No attempt Consistent demonstration of lack of interest and occasional Very little evidence of engagement with the module. Very Limited evidence of engagement with the module. Some evidence of engagement with the module. Reasonable Good evidence of engagement with the module. Effective Sound evidence of engagement with the module. Very Clear evidence of engagement with the module. Exemplary Takes a leadership role in class, assists, guides and encourages Sets a very high standard which other students follow and emulate. disruptions to other students’ learning. limited interaction with groups and participation in activities. Limited interaction with groups and participation in activities. interaction with groups and participation in activities. interaction with groups and participation in activities. good interaction with groups and participation in activities. interactions with groups and participation in activities. other students. Referencing and Citations: In APA format. 10% No attempt Inaccurate references and citations; not following APA format. Few citations, but Inaccurate references. Or, present reference list, without in-text citations. Several mistakes in both in-text citations and reference list. Minor mistakes in either in-text citations or reference list. Consistent referencing throughout. Only very minor mistakes. Consistent and accurate referencing; very few, if any, mistakes. Consistent and accurate referencing without mistakes. Consistent and accurate referencing without mistakes. A large number of quality sources used. Consistent and accurate referencing without mistakes. Impressive number of quality sources used. Coverage of all aspects of the assignment requirements. 10% No attempt The assessment requirements have not been addressed. Very limited number of the assessment requirements has been addressed. The majority of the assessment requirements have been addressed at a basic level. The majority of the assessment requirements have been addressed at a reasonable level. All/the majority of the assessment requirements have been addressed at an effective/good level. There is a very well thought out response to all/majority of the assessment requirements. There is a detailed and thorough approach addressing all of the assessment requirements with very well constructed answers. There is an exceptional approach addressing all of the assessment requirements with fully constructed answers. Outstanding fulfilment of the assignment requirements. No mistakes. Work at a publishable level.