BA (Hons) Business Administration
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MKT7004
International Marketing
Formal Report
Date for Submission: Please refer to the timetable on ilearn.
(The submission portal on ilearn will close at 14:00 UK time on the
date of submission)
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Assignment Brief
As part of the formal assessment for the programme you are required to submit an
International Marketing assignment. Please refer to your Student Handbook for full
details of the programme assessment scheme and general information on preparing
and submitting assignments.
Learning Outcomes:
After completing the module, you should be able to:
1. Identify and analyse trends within the marketing environment
2. Assess the effectiveness of various tools for gathering marketing information.
3. Critically analyse the main approaches to international marketing
4. Identify and critically analyse information needed to establish and implement
effective global marketing decisions, policies and strategies
5. Develop, evaluate and justify appropriate international marketing strategies
for a mix of different economies and organisations
6. Critically evaluate the appropriateness of e-business strategies
7. Responsible Global Citizenship: Understand global issues and their place in a
globalised economy, ethical decision-making and accountability. Adopt self-
awareness, openness and sensitivity to diversity in culture.
Your assignment should include: a title page containing your student number, the
module name, the submission deadline and a word count; the appendices if relevant;
and a reference list in Arden University (AU) Harvard format. You should address all
the elements of the assignment task listed below. Please note that tutors will use the
assessment criteria set out below in assessing your work.
Maximum word count: 5000 words
Please note that exceeding the word count will result in a reduction in grade
proportionate to the number of words used in excess of the permitted limit.
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Assignment Task
Background
Sentilental are a small manufacturer of healthy snack foods (assume they are based
in the country you reside in). They produce a range of low fat, vegan snacks. From
small beginnings, they won a food innovations award and were awarded a contract to
supply a national food retailer.
They cu
ently have sales of £1.2m per annum (or the equivalent in your local
cu
ency). The company realizes that there are opportunities to grow their business
y expanding to overseas countries but require some expert advice before deciding
where to expand and how.
You have been approached by the owner - in your role as an International Marketing
Consultant - to address the following:
Task 1
Select two potential, contrasting overseas markets and discuss the differences likely
to be encountered in expanding from the home market (cultural, economic and so
on).
(1000 words)
(20 marks)
(LOs: 1 and 2)
Task 2
Evaluate three different market entry strategies you might consider utilising.
(2000 words)
(40 marks)
(LOs: 3, 4 and 5)
Task 3
Provide an evaluation of e-business opportunities for one of the markets discussed
in Q1. In addition, you should comment on the strategies you will utilise to optimise
the organisation’s stance on global citizenship and ethical behaviour.
(2000 words)
(40 marks)
(LOs: 5, 6 and 7)
(Note: Sentilental is a fictitious company)
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Formative Feedback
You have the opportunity to submit a one-page executive summary of your
assignment to receive formative feedback.
The feedback is designed to help you develop areas of your work and it helps you
develop your skills as an independent learner.
Your work must be submitted to the module tutor no later than two weeks prior to
the submission deadline. This is to allow time for you to reflect on the feedback and
draft your final submission.
Formative feedback will not be given to work submitted after the above date.
Guidelines:
You MUST underpin your analysis and evaluation of the key issues with appropriate
and wide ranging academic research and ensure this is referenced using the AU
Harvard system. The My Study Skills Area contains the following useful resources:
Guide to Harvard Referencing
http:
moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Harvard_Quick_Ref_Guide.pdf
Guide to Harvard Citation
http:
moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Guide_to_Harvard_Citation.pdf
You must use the AU Harvard Referencing method in your assignment.
Additional notes:
Students are required to indicate the exact word count on the title page of the
assessment.
The word count excludes the title page, executive summary, reference list and
appendices. Where assessment questions have been reprinted from the
assessment
ief these will also be excluded from the word count. ALL other
printed words ARE included in the word count. Printed words include those
contained within charts and tables. See ‘Word Count Policy’ on the homepage of
this module for more information.
Assignments submitted late will not be accepted and will be marked as a 0%
fail.
Your assessment should be submitted as a single Word (MS Word) or PDF file. For
more information please see the “Guide to Submitting an Assignment” document
available on the module page on iLearn.
You must ensure that the submitted assignment is all your own work and that all
sources used are co
ectly attributed. Penalties apply to assignments which show
evidence of academic unfair practice. (See the Student Handbook which is on the
homepage of your module and also in the Induction Area).
http:
moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Harvard_Quick_Ref_Guide.pdf
http:
moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Guide_to_Harvard_Citation.pdf
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Assessment Criteria (Learning objectives covered - all)
Level 6 study represents the student’s increasing autonomy and independence in relation to their knowledge, understanding and
skills. At Level 6, students are expected to demonstrate problem solving skills in both practical and theoretical contexts. This should
e supported by an understanding of appropriate theory, creativity in expression and thought based on independent but informed
judgments. Students should demonstrate the ability to seek out, invoke, analyse and evaluate competing theories and claims to
knowledge and work in a critically constructive manner. Work at this level is articulate, coherent and skilled.
Grade Mark Bands Generic Assessment Criteria
First
(1)
80%+
An exceptional knowledge base exploring and analysing the discipline, its theory and any associated ethical
considerations. The work demonstrates extraordinary independence of thought and originality. There is exceptional
management of learning resources and a high degree of autonomy is demonstrated which goes above and beyond
the
ief. The work demonstrates intellectual originality and creativity. Writing is exceptionally well structured and
accurately referenced throughout. Where appropriate, outstanding professional skills are demonstrated. The work is
original and with some additional effort could considered for internal publication.
70-79%
An excellent information base within which the discipline is explored and analysed. There is considerable originality
in the approach and the work demonstrates confidence and autonomy and extends to consider ethical issues.
Learning resources have been managed with exceptional confidence and the work exceeds the assessment
ief.
Writing is exceptionally well structured and accurately referenced throughout. Where appropriate, an excellent level
of professional skills are demonstrated and the work demonstrates a high level of intellectual and academic skills.
Upper
second
(2:1)
60-69%
A very good knowledge base which explores and analyses the discipline, its theory and any associated ethical
issues. There is evidence of some originality and independence of thought. A very good range of learning
esources underpin the work and there is clear evidence of self-directed research. The work demonstrates the
ability to analyse the subject and apply theory with good academic and intellectual skills. Academic writing skills are
good, expression is accurate overall and the work is consistently referenced throughout.
Lower
second
(2:2)
50-59%
A satisfactory understanding of the discipline which supports some analysis, evaluation and problem-solving within
the discipline. There may be reference to some of the ethical considerations. The work shows a sound level of
competence in managing basic sources and materials. Academic writing skills are good and accurate overall and
the work is planned and structured with some thought. Professional skills are satisfactory (where appropriate). The
work may lack originality but academic and intellectual skills are moving into the critical domain. The work is
eferenced throughout.
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Third
(3)
40-49%
Basic level of performance in which there are some omissions in the understanding of the subject, its underpinning
theory and ethical considerations. There is little evidence of independent thought and the work shows a basic use
of sources and materials. Academic and intellectual skills are limited. The work may lack structure overall. There
are some difficulties in developing professional skills (where appropriate). There is an attempt to reference the
work.
Marginal
Fail
30-39%
A limited piece of work in which there are clear gaps in understanding the subject, its underpinning theory and
ethical considerations. The work shows a limited use of sources and materials. Academic and intellectual skills are
weak and there are e
ors in expression and the work may lack structure overall. There are difficulties in developing
professional skills (where appropriate). The work lacks original thought and is largely imitative.
29% and
elow
A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and
ethical considerations. The work shows little evidence in the use of appropriate sources and materials. Academic
writing skills are very weak and there are numerous e
ors in expression. The work lacks structure overall.
Professional skills (where appropriate) are not developed. The work is imitative.