Faculty of Business and Management

Assessment Brief 2019/20

A: Assessment Details

Module Title International Marketing Strategy

Module Code BU7411
Module Leader Wilhelm Loibl
Component Number 2 of 2
Assessment Type, Word Count & Weighting Report, 3000 words (75%)
Submission Deadline 22nd January 2020, before 12.00 (noon)
Submission via Turnitin – please follow the instructions on
Submission Instructions
Moodle
Feedback Return Date 14th February 2020, 6pm

B: Learning Outcomes

2. Implement a suitable marketing mix strategy for an International / global product or service.
3. Critically evaluate the foreign market entry strategy process
4. Identify and evaluate the contemporary issues that may affect the International Marketing
Environment

C: Assessment Task

Assessment Task

You are the Marketing Manager for an organization (of your choice) that wants to move into a foreign
market (of your choice) that it is currently not operating in.
Your 3000 word report has to address the following:
- Assess the market, evaluating any contemporary issues important for your chosen business,
including an in-depth cultural analysis of the target market.
- For the chosen market, outline an appropriate international marketing strategy for the
product/brand:
o Identify, analyse and justify the most suitable market entry method
o Based on your previous market analysis make strategic adaptation/standardisation
recommendations regarding the marketing mix elements

D: Specific Criteria/Guidance

Specific Criteria / Guidance

 Introduction – outlining the selected company (max. 100 words)

 Discuss important issues for your chosen company when entering a particular country
market. This means that you will have to analyse both cultural and marketing related
issues using the tools discussed in class. This does not mean that you have to use all of
those tools but instead you need to make an informed choice as to which tools are most
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Assessment Brief 2019/20

suitable for your company and market! (approx.1000 words)

 Apply knowledge gained in your previous analysis to the problem of market entry. This
includes justification for the chosen target market as well as a well supported choice of a
suitable market entry method. Also support your recommendations with industry
examples. (approx. 800 words)

 Apply knowledge gained in your previous analysis to the problem of marketing mix
decisions. This means that you need to make justified recommendations as to which
elements of the marketing mix need to be adapted and which can be standardised. To do
this you will need to state your target group! Also support your recommendations with
industry examples. (approx. 1000 words).

 Relevant conclusions: Give a clear assessment of any problems you have encountered in
your research which likely have an impact on the quality of your recommendations. (max.
100 words)

 Use of APA referencing. Coherence of the structure, writing and presentation.

Referencing/bibliography. The extent to which the assignment logically and coherently
examines the subject with sufficient breadth and depth.

E: Key Resources

Books:

 Cateora, P. R., Gilly, M. C., & Graham, J. L. (2011). International marketing. McGraw-Hill/Irwin.

 Doole, I., & Lowe, R. (2012). International marketing strategy: analysis, development and
implementation. Cengage Learning EMEA.

 Kotabe, M., &Helsen, K. (2014). Global marketing management. New York.

 Lasserre, P. (2012). Global Strategic Management. Palgrave MacMillan

 Lee, K., & Carter, S. (2012). Global marketing management. Oxford University Press.

Useful Journal Articles:

 Holtbrügge, D., & Baron, A. (2013). Market entry strategies in emerging markets: An institutional
study in the BRIC countries. Thunderbird International Business Review, 55(3), 237-252.

 Kraus, S., Meier, F., Eggers, F., Bouncken, R. B., &Schuessler, F. (2016). Standardisation vs.
adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on
international marketing mix decisions. European Journal of International Management, 10(2), 127-
156.

 Samaha, S. A., Beck, J. T., &Palmatier, R. W. (2014). The role of culture in international
relationship marketing. Journal of Marketing, 78(5), 78-98.
 Samiee, S., Chabowski, B. R., &Hult, G. T. M. (2015). International relationship marketing:
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Assessment Brief 2019/20

Intellectual foundations and avenues for further research. Journal of International Marketing,
23(4), 1-21.

 Talay, M. B., Townsend, J. D., &Yeniyurt, S. (2015). Global brand architecture position and
market-based performance: the moderating role of culture. Journal of International Marketing,
23(2), 55-72.

 Theodosiou, M., &Leonidou, L. C. (2003). Standardization versus adaptation of international

marketing strategy: an integrative assessment of the empirical research. International Business
Review, 12(2), 141-171.

 Venaik, S., & Brewer, P. (2013). Critical issues in the Hofstede and GLOBE national culture
models. International Marketing Review, 30(5), 469-482.

F: SubmissionGuidance
 Students should submitwork before 12 noon on the deadline date via the appropriate ‘Turnitin submission’
link on the Moodle module page. Please check your email confirmation to ensure you have submitted to
the correct place.
 Assessments should be submitted in Microsoft Word (.doc and .docx), Microsoft PowerPoint (.ppt, .pptx.
.pps and .ppsx), Excel (.xls and .xlsx) or PDF format (generated from the word-processing or presentation
software you are using, not a scanned document. Do not upload Open Office documents (.odt, .odp).
 Do not upload documents directly from Google Drive and One Drive.
 The file must be no larger than 40MB.

Please refer to Help with Assignment Submissionsection on Moodle for further guidance on online submissions.

G: Document Format
 The font size must be a minimum of point 12 Calibri (or equivalent).
 Line spacing in the body of the assessment must be 1.5 lines.
 Include the following details written on the first page:
Title of your work
Module title and code
Your student assessment number (J Number). Do not write your name or your student number.
Word count (Please note penalties for excess word count)
Module Leader and Seminar Tutor (if relevant)
 Number the pages consecutively.

H: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to
do this may impact on your achievement.

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Faculty of Business and Management
Assessment Brief 2019/20

Please refer to the various Assessment Guidance below for detailed information on:
 Academic Integrity
 APA Reference Guide
 Excess Word Count Penalties
 University Generic Marking Criteria
 Late Work Penalties: Unless you have an extension, any work submitted past the assessment deadline will
be subject to a penalty as per university regulations (5 marks per day deduction).
 Mitigating Circumstances: Please refer to the latest University guidance if for any legitimate reason you are
unable to meet the assessment deadline.

I: Marking Criteria

Please see attached rubric for marking criteria.

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 Distinction Distinction Distinction Merit Pass Fail Fail Fail Fail Fail
90–100% 80-89% 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 0-9%
Evidence Evidence of… Evidence of… Evidence Evidence Evidence Evidence of… Evidence Evidence Evidence of…
of… of… of… of… of… of…
Demonstrated Exceptional Exceptional Very good Good level of Acceptable level Unsatisfactory Weak reading Very weak reading Very weak reading No reading
wider reading to reading of a very reading of a very reading of a reading from of reading largely level of reading from non- from non-academic from non-academic evident
inform critical wide range of wide range of wide range of academic and from academic mostly from non- academic or low- and/or low-quality and/or low-quality
related literature related literature related high-quality and high-quality academic and/or quality sources, sources, not related sources, not related
evaluation the
from a large set of from a set of literature from a sources clearly sources mostly low-quality often unrelated to company or target to the company and
target market different sources different sources large set of well-related to related to the sources (web- the company market target market
(10%) going beyond the different sources the company and company and sources), partly problems.
focus of the target with a strong target market target market unrelated to the
market focus on the company
company and problems.
target market
Use of a critical Exceptional Excellent grasp Very good Good grasp of Adequate grasp Unsatisfactory Major Significant Significant No apparent
and evaluative grasp of of grasp of theoretical/con of grasp of deficiencies in deficiencies in deficiencies in evaluation
approach for theoretical/conc theoretical/conc theoretical/co ceptual and theoretical/con theoretical/conc theoretical/conc theoretical/conce theoretical/conce
assessing the eptual and eptual and nceptual and practical ceptual and eptual and eptual and ptual and ptual and practical
target market in practical practical practical elements. practical practical practical practical elements. Poor or
the context of elements. elements. elements. Very Good elements. elements. elements. Poor elements. Poor or absent
the chosen Outstanding Excellent good interpretative Good Reasonable or absent absent interpretative and
company. (30%) interpretative interpretative interpretative and application interpretative interpretative interpretative interpretative and application skills
and application and application and skills, using and application and application and application application skills with no apparent
skills resulting in skills, omitting application selected skills, skills, skills weakly with little relation relation to
original ideas not important skills, literature to successfully successfully relating to to selected selected
when assessing theoretical employing all assess the using most of using some of selected literature. literature.
the target areas. selected target market. the selected the presented literature
market. literature. literature. literature.
Application of Excellent Excellent Very good Good application Fairly good Fairly weak and Weak application Very weak Very little discussion No application to
knowledge to application of application of application of of knowledge application of unsatisfactory of knowledge application of with no real market entry
make knowledge gained knowledge gained knowledge gained in the knowledge application of gained in the knowledge gained knowledge. resulting
in the analysis to in the analysis to gained in the analysis to issues gained in the knowledge gained analysis to issues in the analysis to Discussion based
recommendatio
issues around issues around analysis to around market analysis to issues in the analysis to around market issues around entirely on view-
ns for market market entry of market entry of issues around entry of chosen around market issues around entry of chosen market entry of points of the author
entry (20%) chosen company. chosen company. market entry of company. entry of chosen market entry of company. chosen company.
Discussion results Discussion results chosen Discussion results company. chosen company. Discussion results Discussion results in
in creative in excellent company. in well-supported Discussion results Discussion results in largely unsupported
recommendations recommendations Discussion recommendation in mostly in mostly unsupported recommendations
logically drawing logically drawing results in well- s which may omit supported unsupported recommendations which omits most
together together examples supported some smaller recommendation recommendations which omit many issues.
examples and and theoretical recommendatio issues. s which may omit which omit important issues.
 Distinction Distinction Distinction Merit Pass Fail Fail Fail Fail Fail
90–100% 80-89% 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 0-9%
Evidence Evidence of… Evidence of… Evidence Evidence Evidence Evidence of… Evidence Evidence Evidence of…
of… of… of… of… of… of…
theoretical knowledge. ns . some issues. important issues.
knowledge.
Application of Excellent Excellent Very good Good application Satisfactory Unsatisfactory Weak application Very weak Very little discussion No application to
knowledge to application of application of application of of knowledge application of application of of knowledge application of with no real marketing mix
make knowledge gained knowledge gained knowledge gained in the knowledge knowledge gained gained in the knowledge gained knowledge. decisions for the
in the analysis to in the analysis to gained in the analysis to issues gained in the in the analysis to analysis to issues in the analysis to Discussion based new target
recommendatio
issues around issues around analysis to marketing mix analysis to issues issues around around marketing issues marketing entirely on view- market.
ns for marketing marketing mix marketing mix issues around decisions for the around marketing mix mix decisions for mix decisions for points of the author
mix decisions for the decisions for the marketing mix new target marketing mix decisions for the the new target the new target
adaptations/sta new target new target decisions for the market. decisions for the new target market. Discussion market. Discussion
ndardisation market. market. Discussion new target Discussion results new target market. Discussion results in largely results in
decisions (20%) Discussion results results in excellent market. in well-supported market. results in mostly unsupported unsupported
in creative recommendations Discussion recommendation Discussion results unsupported recommendations recommendations
recommendations logically drawing results in well- s which may omit in mostly recommendations which omit some which omits most
logically drawing together examples supported few smaller supported which omit some important issues. issues.
together and theoretical recommendatio issues. recommendation issues.
examples and knowledge. ns . s which may omit
theoretical some smaller
knowledge. issues.
Identification of Exceptional and Excellent Very good Good Adequate Lack in Poor quality of Very poor quality Poor quality of No integration
(past) industry outstanding integration of integration of integration of integration of integration of integration of of integration of integration of past of past cases
cases to further integration of past cases and past cases and past cases and past cases and past cases and past cases and past cases and cases and and examples
justify your past cases and examples from examples from examples from examples from examples from examples from examples from examples from from industry to
recommendatio examples from industry to industry to industry to industry to industry to industry to industry to industry to support and
ns regarding industry to support and support and support and support and support and support and support and support and justify
market entry support and justify justify justify justify justify justify justify justify international
strategy and justify international international international international international international international international marketing case.
marketing mix international marketing case. marketing marketing case. marketing case. marketing case. marketing case. marketing case. marketing case.
strategy. (10%) marketing case. case. Cases may not Cases do not fit Cases do not fit Cases are no fit
be a good fit (e. for the chosen company (sector) for company
g. coming from company/marke or market sector and market
different sectors t.
and making it
impossible to
compare cases)
Logical Outstanding Very Strongly Professional Appropriate Inappropriate Poor and Poor and Poor and Illogic or very
presentation professional and professional and professional and delivery and delivery and inadequate inadequate inadequate ambiguous text
with clear flow appropriate appropriate and appropriate language. APA language. APA is delivery and delivery and delivery and providing little
of ideas and delivery and delivery and appropriate delivery and system is used but with language. APA is language. APA is language making information
supportive language. APA is language. APA is delivery and language. APA mainly inaccuracies and used poorly. used very poorly text ambiguous or beyond general
evidence. (10%) accurate. accurate. language. APA system is accurate inconsistencies. Text is very illogic. References viewpoints.
system is very consistently Text is difficult difficult to largely missing.. Citations
accurate. accurate to read, very understand. missing
Distinction Distinction Distinction Merit Pass Fail Fail Fail Fail Fail
90–100% 80-89% 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 0-9%
Evidence Evidence of… Evidence of… Evidence Evidence Evidence Evidence of… Evidence Evidence Evidence of…
of… of… of… of… of… of…
vague or There is no completely.
contradictory. logical flow of
There is very argument.
little logical
flow.