Pearson

Higher Nationals in
Business

Unit 40 International Marketing

:
Higher National Diploma in Business

Brief Number: 1&2

First teaching from September 2016

Issue 1
 Edexcel, BTEC and LCCI qualifications

Higher National Certificate/Diploma in

Business

Student Name/ID Number

Unit Number and Title 40 International Marketing

Academic Year

Unit Tutor

Assignment Title Scoping the International Market Place

Issue Date

Submission Date

IV Name & Date

Submission Format

The submission is in the form of an individual written report. This should be written in a concise,
formal business style using single spacing and font size 12. You are required to make use of
headings, paragraphs and subsections as appropriate and all work must be supported with research
and referenced using the Harvard referencing system. Provide a bibliography using the Harvard
referencing system. The recommended word limit is 2000 – 2500 words, you will not be penalised
for exceeding the total word limit.
Unit Learning Outcomes

LO1 Demonstrate an understanding of how marketing contributes to business strategies in an

international context.
LO2 Evaluate entry to a selection of international markets and define the key success factors

Assignment Brief and Guidance

Scenario

Using the attached case study based upon the Silver Sands Banking Group, a local company that
would like to expand internationally.
You have been hired by Silver Sands as a marketing consultant and they are currently thinking
about expanding internationally but don’t have the international marketing knowledge. They would
therefore like you to write a report for the owners, focusing on how marketing contributes to
business strategies in an international context and how they can enter into international markets
and be successful in these.

For this task you must write a report

Briefly introduce the organisation and then define what international marketing is whilst highlighting
the main differences to local marketing using a range of sources. Complete an analysis of the scope
and key concepts of international marketing.

Explain why an organisation would want to market internationally and describe the various routes to
market an organisation can adopt and which route Silver Sands should adopt and why? What are
the challenges and opportunities that marketing international presents to an organisation, evaluate
these appropriately. Critical evaluate the international market context and provide an insight into
how organisations should adapt their marketing strategies for the various different markets.

Complete an evaluation of the key criteria and the selection process you could use when considering
which international market to enter. Explain and include the advantages and disadvantages of each,
whilst providing suitable examples, and the different market entry strategies. Make appropriate
recommendations for Silver Sands by using and applying evaluation criteria and possible entry
strategies

*Please access HN Global for additional resources support and reading for this unit. For further guidance and support on
report writing please refer to the Study Skills Unit on HN Global www.highernationals.com

HNC/HND Business 3
HNC/HND Business 4
 Higher National Certificate/Diploma in
Business

Student Name/ID Number

Unit Number and Title 40 International Marketing

Academic Year

Unit Tutor

Assignment Title Rolling out the Marketing Plan

Issue Date

Submission Date

IV Name & Date

Submission Format

The submission is in the form of a 10-minute group PowerPoint presentation and 5 minutes
allocated for questions. Groups should consist or 3 or 4 team members.
The presentation slides and speaker notes should be submitted as one copy. You are required to
make effective use of PowerPoint headings, paragraphs and subsections as appropriate. Your
research should be referenced using the Harvard referencing system. Please also provide a
bibliography using the Harvard referencing system. The recommended word limit is 1,500 to 2,000
words, including speaker notes, although you will not be penalised for exceeding the total word
limit.

HNC/HND Business 5
Unit Learning Outcomes

LO3 Investigate how elements of the marketing plan can be adapted or standardised across
international markets.
LO4 Demonstrate an understanding of how to organise and evaluate international marketing efforts
(multinational, global, transnational, meta-national, etc.).

Assignment Brief and Guidance

Scenario

The owners of the Silver Sands Banking Group were very impressed with the report you wrote for
them and they would now like you to give a presentation to them and the general management
team on how the marketing plan can be adapted or standardized across international markets and
how to organize and evaluate marketing efforts?

You will conduct a group presentation with your team members which should contain the following:

• A brief introduction to the organisation and their current market. (A single slide)
• What are the key arguments between global and local marketing, explain the difference using
examples where appropriate and present a brief overview.
• How does the product, pricing, promotional and distribution approach differ when using a
variety of international markets?
• What are the circumstances and context in which an organisation should adopt a global or
local approach, evaluate and highlight the implications of doing so.
• Consider and explain in detail how to adapt the marketing mix of the Silver Sands Banking
Group to different international markets. Produce a critical evaluation of how the marketing
mix can be applied to a range of international contexts.
• There are various international marketing approaches organisations can adopt, explain and
analyse these and use examples from other organisations to further enhance your answer.
• Compare home and international orientation and ways to assess competitors outlining the
implications of each approach.
• Make recommendations on how Silver Sands should operate in an international context
based upon an evaluation of the various marketing approaches and competitor analysis.
• Make recommendations on how organisations should be structured to maximise the
opportunity in an international context.

se access HN Global for additional resources support and reading for this unit. For further guidance and support on report
writing please refer to the Study Skills Unit on HN Global www.highernationals.com

HNC/HND Business 6
HNC/HND Business 7
 Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Demonstrate an understanding of how marketing contributes LO1 & 2

to business strategies in an international context
D1 Produce a critical evaluation
M1 Evaluate the opportunities of the international market
P1 Analyse the scope and key
and challenges that marketing context, including insight into
concepts of international
internationally presents to an how organisations should adapt
marketing.
organisation. their marketing strategies for
P2 Explain the rationale for an various markets.
organisation to want to market
internationally and describe the
various routes to market they
can adopt.

LO2 Evaluate entry to a selection of international markets and

define the key success factors

P3 Evaluate the key criteria and M2 Apply the market evaluation

selection process to use when criteria, entry strategies and
considering which international make recommendations for a
market to enter. selected organisation.
P4 Explain, using examples, the
different market entry
strategies, including the
advantages and disadvantages
of each.

LO3 Investigate how elements of the marketing plan can be D2 Produce a critical evaluation
adapted or standardised across international markets of how the marketing mix is
applied to a range of
P5 Present an overview of the M3 Evaluate the context and international contexts.
key arguments in the global vs circumstances in which an
local debate. organisation should adopt a
P6 Investigate how the product, global or local approach,
pricing, promotional and highlighting the implications of
distribution approach differs in doing so.
a variety of international M4 Determine and articulate in
contexts. detail how to adapt the
marketing mix of a selected

HNC/HND Business 8
 organisation in different
international markets.

LO4 Demonstrate an understanding of how to organise and D3 Make recommendations on

evaluate international marketing efforts (multinational, global, how organisations should be
transnational, meta-national, etc.) structured to maximise the
opportunity in an international
P7 Explain and analyse the M5 Evaluate various marketing context.
various international marketing approaches and competitor
approaches organisations can analysis in relation to an
adopt. organisation and make
recommendations on how they
P8 Compare home and
should operate in an
international orientation and
international context.
ways to assess competitors
outlining the implications of
each approach.

HNC/HND Business 9