LEVEL 7 ASSIGNMENT

SPECIFICATION

Programme: MBA Module Level: 7

Module: International Marketing Module code: SBLC7016

Management
Contribution to Overall
100% Assignment No(s): 1 of 1
Module Assessment (%):
Assignment Title(s):

Lecturer: Internal Verifier:

Hand Out Date: Submission deadline:

17th Dec 2020
Feedback deadline:
Referencing: In the main body of your submission you must give credit to authors on whose research your
work is based. Append to your submission a reference list that indicates the books, articles, etc.
that you have read or quoted in order to complete this assignment (e.g. for books: surname of
author and initials, year of publication, title of book, edition, publisher: place of publication).
Disclosure: Please include the following statement on the title page of the submitted assignment, followed
by your name:

I declare that this assignment is all my own work and that I have acknowledged all materials
used from the published or unpublished works of other people. All references have been duly
cited.

Turnitin: All assignments must be submitted to Turnitin unless otherwise instructed by the Lecturer. YES X
Note: the Turnitin version is the primary submission and acts as a receipt for the student. Late
submission of the electronic version of the assignment will result in a late penalty mark. Penalties for NO
late submission: Up to one week late, maximum mark of 50%. Over one week late, Refer. Only the
UWTSD Extenuating Circumstances Panel may grant an extension.

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 Learning Outcomes tested (from module syllabus) Assessment Criteria to achieve each outcome a
student must demonstrate the ability to:

Question 1 covers the strategic management decision of

 Critically analyse, evaluate, define and discuss
market research methodologies, applications and
environmental influence and strategic value in
relation to marketing in International, regional,
national and global marketing contexts
pricing policy within an international context. The
subject is ‘counter-trade’ agreements that are becoming
increasingly important as an alternative to conventional
money based pricing agreements. Students’ are likely to
concentrate on emerging and developing markets
although not exclusively. There are many strategic
opportunities for employing a range of ‘counter-trade’
agreements in developing and emerging markets
although they are also used in G7 types of market.

Question 2 considers the strategic use of the Internet,

mobile technologies and the use of social media as
marketing communication, transactional and
distribution frameworks in big emerging markets. Both
E-marketing and M- marketing as well as social media
for the purposes of marketing are still in the early stages
of development in many emerging markets. Again good
students will cover the way markets are assessed and
evaluated for future potential in these fields and this
will involve various research frameworks and
methodologies.

Students would be expected to not only discuss

 Critically comprehend, analyse, and evaluate the
strategic and operational factors which impact
upon marketing scenarios; identification and
resolution; success and failure in relation to
international marketing contexts, competitive
positioning, market entry and international
development
emerging markets specifically but also frame their
discussion more widely within an international, regional,
national and possibly global setting.
In Question 1 students’ are asked to consider, evaluate,
critically comprehend and discuss a possible strategic
alternative to conventional money based pricing namely
counter-trade agreements. In their role as consultant
they are expected to consider a number of international
marketing scenarios especially in an emerging markets
setting.

Question 2 is a strategic international marketing

question and asks students’ to critically evaluate how a
marketing firm can make effective strategic use of the
Internet and related technologies e.g. mobile
technology as well as social media in developing
countries. They have to use specific examples of
products and/or services and chose a particular firm as a
vehicle for discussion. Students’ are expected to
examine and discuss various international marketing
scenarios and the operational and other factors that
might be salient to a successful ‘technology’ based
strategy e.g. availability of infrastructure and degree of
computer and mobile connectivity.
 DO NOT put this form into Turnitin or it will match many similarities with other students’ submissions.

TASK DESCRIPTION: Assignment (50%)

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One assignment (2 parts 1 and 2)

One individual assignment of 3,000 words maximum (two parts 1,500 words each part maximum).

Credit value: 10

Individual assignment – TWO PARTS OF 1,500 WORDS EACH (3,000 words - maximum) REPORT FORMAT

Description of Assessment Requirements

Role/ Scenario

Assume the role of an international marketing consultant to a client in a Malaysian public listed company of
your choice which is considering expanding into an international market of your own choice.

Prepare a report addressing the two issues given below: -

PART 1

Critically examine and discuss the advantages and disadvantages of using ‘counter-trade’ agreements in
international markets instead of more conventional pricing methods? Use examples in your answer. (50 marks)

(Total marks PART 1: 50)

(To assess Learning Outcomes L1 and L2)

Points to address in assignment 1:

 Students’ should answer in the context of their chosen firm.

 Students’ should critically discuss and explain the principles of counter-trading.
 Students’ should appreciate, in their critical discussion, that counter-trading is becoming increasingly
important as a way of carrying out international marketing transactions. Students’ should examine and
critically discuss the fact that this is particularly so in the case of Malaysian firms doing business with other
developing countries (such as India, Bangladesh and others).

 Students’ should demonstrate an appreciation that firms need to take a pro-active stance to counter-
trading rather than purely a reactive stance. After all, counter-trading accounts for about 30% of all
international trade.

TOTAL= 50 marks

ASSIGNMENT PART 2

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Critically examine and discuss how your chosen marketing firm can make strategic use of the Internet and related
technologies when marketing products and/or services to customers in your chosen market.

(Total marks Assignment 2 = 50)

(To assess Learning Outcomes L1 and L2)

Points to address in assignment 1:

 Students’ should answer in the context of their chosen firm.
 Students should critically discuss the fact that with the IOT and related technology such as mobile
technology, all firms, whatever their size, can become international marketing firms.
 Students should appreciate and critically discuss the fact that not all Internet marketing activities involve
purchasing facilities, some is just communication. This might be relevant in developing countries where
the Internet might be available, say in libraries and colleges, but many people do not possess a credit card
for transactions.  

 Students should explain and critically discuss that in developing countries many people will not have
access to the Internet or if they do they may not have a credit card in order to facilitate a transaction.
 They should be aware that in many developing countries many people have never made a telephone call
or have ever used a computer let alone purchased something on the Internet. Students should critically
discuss that the lack of fast ‘Broad-band’ facilities in many countries make effective Internet marketing a
problem.
(Total marks ASSIGNMENT PART 2: 50)

TOTAL MARKS FOR ASSIGNMENT PARTS 1 AND 2 = 100 MARKS

Guidance notes
This is a report and must be presented in report format and style. This is an academic piece of work therefore you
are expected to link theory and practice. You must acknowledge the sources of information and evidence using the
Harvard referencing system. All assignments are subject to the University’s regulations on plagiarism and must be
submitted in electronic form for checking.

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 LENGTH REQUIRED

3000 words +/- 10%. Any deviation from this will be penalised.

FORMATTING AND LAYOUT

Please note the following when completing your written assignment:

1. Writing: Written in English in an appropriate business/academic style

2. Focus: Focus only on the tasks set in the assignment.
3. Length: 3000 words
4. Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5 centimetre space at
each edge, double spaced and pages numbered.
5. Document format: Report
6. Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard
referencing throughout is also provided.
7. Research: Research should use reliable and relevant sources of information e.g. academic books and journals
that have been peer reviewed. The research should be extensive.

The use of a range of information sources is expected – academic books, peer reviewed journal articles,
professional articles, press releases and newspaper articles, reliable statistics, company annual reports and other
company information. All referencing should be in Harvard style.

Guidelines:

1. All assignments should be presented in the form of a report, NOT an essay.

2. Assignments will be graded on the basis of:
i) research done
ii) analysis of the facts collated
iii) position taken and
iv) the justification of the position
3. All research must be referenced. A Reference List and a Bibliography MUST be attached. Harvard system of
referencing MUST be followed.
4. Students found copying from other students will also be charged with collusion and awarded a Fail grade.

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 GUIDANCE FOR STUDENTS IN THE COMPLETION OF TASKS
NOTE: The guidance offered below is linked to the five common assessment criteria overleaf and specifically
aligned to the “exceptional” outcome category to which we anticipate students aspire.

1. Research-informed Literature
Your work must embed and be informed and supported by relevant and credible scholarly material that is accessible
in the learned journals listed on the module schedule. You should refer to at least 10 such sources. Additionally, you
should refer to text books, current news items and benchmark your organisation against other organisations to
ensure your assignment is current and up-to-date. High-level referencing skills using the Harvard Method must be
demonstrated throughout your work and all sources listed alphabetically within your bibliography.

2. Knowledge and Understanding of Subject

Your work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying
principles associated with the subject area. This means that within your work, you should provide evidence of your
growing mastery in critical awareness of current challenges, new insights and the constant need for innovation
within the field. Furthermore, a critical awareness of the ambiguities and limitations of knowledge and even
understanding, should be considered and examples of such, illustrated within your work.

3. Analysis
To be considered masters worthy, your work must contain evidence of analysis, evaluation and synthesis. This
means not just describing “What!” but also justifying: Why? How? When? Who? Where? And at what cost! At all
times, you must provide justification of your arguments and judgements. Evidence that you have reflected upon the
ideas of others on matters occurring in the real world of business is crucial to you providing a reasoned and informed
debate within your work. Your choice of methodologies to gather data and information must be rigorously
defended. Furthermore, you should provide evidence that you are able to make sound judgements and convincing
arguments in the absence of complete data, since within the real world of work, we rarely have access to, or know
all the information! Persuasive conclusions are especially necessary and must be derived from the content of your
work – there should be no new information presented within your conclusion. Your work should aspire to resemble
work which is of journal publishable quality.

4. Practical Application and Deployment

It is essential that you rationalise how you decided upon certain methods, materials, tools and techniques to inform
and complete your work. You must demonstrate what informed your decision(s) to apply certain concepts that
enabled you to formulate innovative and creative solutions to the challenges presented to you or that you identified
for yourself. Plausible, costed and justifiable recommendations are demanded and where these are absent, your
work is undermined. Your work should provide evidence that you are growing in mastery in developing cutting edge
processes and techniques within the subject area.

Skills for Professional Practice

Your work must provide evidence of your attributes in the application of professional practice. This includes
demonstrating that you are highly capable of individual and collaborative working. Regarding the presentation of
your work, you must demonstrate your ability to select and deploy the appropriate media that is “fit for purpose.
Additionally, you must exhibit your ability to: communicate with an exceptionally high level of professionalism; work
professionally, autonomously and within a team; develop leadership skills; and produce/present work that is
coherent, cogent and specifically addresses the challenges set for you or you have set yourself. Importantly, your
work should be easily understood by specialists and non-specialists in the field.

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 MARKING CRITERIA AND STUDENT FEEDBACK
This section details the assessment criteria. The extent to which these are demonstrated by you determines your mark. The
marks available for each criterion are shown. Lecturers will use the space provided to comment on the achievement of the
task(s), including those areas in which you have performed well and areas that would benefit from development/improvement.

Marks
Marks available
Common Assessment Criteria (applied to all parts of the project)

awarded
1. Research-informed Literature 15
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions.

The student should demonstrate the ability to search out relevant sources of published literature- including
texts, articles and journals.

These should be included as references in the text and listed at the end of the report (Harvard method
2. Knowledge and Understanding of Subject 20
Extent of knowledge and understanding of concepts and underlying principles associated with the discipline.

The student should demonstrate the knowledge and insights that they have gained from these sources.

The student should demonstrate the relevance of these International Marketing Management (IMM)
concepts and models to the questions set out in the assignment.
3. Analysis 20
Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence

The student should demonstrate the potential value of these (IMM) concepts and models to address the
conceptual/ theoretical issues contained in the set questions.
4. Practical Application and Deployment 30
Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative solutions to solve problems.

The student should apply the IMM concepts and models to the issues faced by the chosen organisation.

The student should as a result, provide valuable insights and make recommendations for the chosen client
organisation in line with the questions as set,
5. Skills for Professional Practice 15
Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organisation.

The submission should be in a report format. It should be readable, easy to appreciate and constructed to
flow consistently well in line with the questions as set. Your report should be written in a suitable academic
writing style i.e. using the third person
TOTAL 100

Late Submission Penalties (tick if

appropriate)
Assessment Mark (Assessment marks are subject to ratification at the
Exam Board. These comments and marks are to give feedback on module work Up to 1 week late (50% Max)
%
and are for guidance only until they are confirmed. )
Over 1 week late (0%)

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 PG COMMON ASSESSMENT AND MARKING CRITERIA

OUTRIGHT FAIL FAIL UNSATISFACTORY SATISFACTORY GOOD EXCELLENT EXCEPTIONAL

Assessment Criteria
0-29% 30-39%* 40-49% 50-59% 60-69% 70-79% 80-100%

1. Research-informed Little or no evidence Poor evidence of References to a Inclusion of Inclusion of a wide A comprehensive Outstanding
of reading. reading and/or of limited range of research-informed range of research- range of research knowledge of
Literature reliance on mostly relevant literature, including informed literature, informed literature research-informed
Views and findings inappropriate sources. sources retrieved including sources embedded in the literature
Extent of research unsupported and sources, and/or Referencing independently. retrieved work. Excellent embedded in the
and/or own reading, non-authoritative. indiscriminate use conventions not Some omissions and independently. selection of relevant work. Outstanding
selection of credible of sources. always applied minor errors. and credible selection of relevant
consistently. Selection of sources. High-level and credible
sources, application of Referencing
Referencing Referencing relevant and referencing skills, sources. High-level
appropriate referencing conventions largely
conventions used conventions mostly credible sources. consistently referencing skills
ignored.
conventions applied. consistently and
inconsistently. consistently Very good use of
applied. referencing professionally
conventions, applied
consistently
applied.

2. Knowledge and Major gaps in Gaps in knowledge, Some evidence of Knowledge is Knowledge is Excellent mastery of Exceptional mastery
knowledge and with only superficial knowledge and generally accurate extensive. Exhibits a complex and of a complex and
Understanding of understanding of understanding. understanding of with a satisfactory understanding of specialised area of specialised area of
Subject material at this Some significant current and understanding of the breadth and knowledge and knowledge and
level. Substantial inaccuracies. relevant concepts the field of study. depth of skills, with an skills, with an
Extent of systematic inaccuracies. and underlying established and excellent critical exceptional critical
principles but with contemporary awareness of awareness of
knowledge,
gaps or errors. views. current problems current problems
understanding and and/or new insights and/or new insights
critical awareness of at the forefront of at the forefront of
concepts and underlying the field. Clear the field. A critical
principles associated awareness of awareness of the
with the discipline. challenges to ambiguities and
established views limitations of
and the limitations knowledge.
of the knowledge
base.

3. Analysis Unsubstantiated Some evidence of Evidence of some Evidence of some Evaluates Excellent critical Exceptional critical
generalisations, analytical logical, critical logical, analytical, methodologies, evaluation of evaluation of
made without use intellectual skills, thinking and some critical thinking and current research methodologies, methodologies,
Analysis, evaluation and of any credible but for the most attempts to synthesis. Can and ideas critically current research current research
synthesis; logic, evidence. Lack of part descriptive. synthesise, albeit analyse new and/or and, where and ideas and, and ideas and,
argument and logic, leading to Ideas/findings with weaknesses. complex data and appropriate, where appropriate, where appropriate,
judgement; analytical unsupportable/ sometimes illogical situations without proposes new proposes new proposes new
reflection; organisation missing conclusions. and contradictory. Some evidence to guidance. hypotheses/ideas. hypotheses/ ideas. hypotheses/ ideas.
Lack of any attempt Generalised support findings/ Evaluates and Evaluates and Evaluates and
of ideas and evidence
to analyse, statements made views, but evidence An emerging synthesises complex synthesises complex synthesises complex
synthesise or with scant not consistently awareness of issues both issues issues at a high level
evaluate. evidence. interpreted. different stances systematically and systematically and of mastery. Makes
Conclusions lack and ability to use creatively. Makes creatively. Makes outstanding
relevance. evidence to support sound judgements excellent judgements and
Some relevant
the argument. and proposes judgements and proposes highly
conclusions and
convincing proposes convincing convincing
recommendations,
arguments in the arguments in the arguments in the
But not always well Some conclusions
absence of absence of absence of
linked to other and
complete data. complete data. complete data.
material. recommendations,
Sound, convincing Strong, persuasive, Highly persuasive
where relevant
conclusions / conclusions, conclusions. Work is
recommendations. justifiable of journal
recommendations. publishable quality.
Work is of
conference
publishable quality.

4. Practical Limited or no use of Rudimentary Some awareness A satisfactory and A very good An advanced Outstanding levels
methods, materials, application of and mostly appropriate application of a application of a of application and
Application and tools and/or methods, materials, appropriate application of range of methods, range of methods, deployment skills.
Deployment techniques. tools and/or application of well- standard methods, materials, tools materials, tools Assimilation and
techniques but established materials, tools and/or techniques. and/or techniques. development of
Effective deployment of Little or no without methods, materials, and/or techniques. cutting edge
appreciation of the consideration and tools and/or Very good The context of the processes and
appropriate methods,
context of the competence. techniques. Satisfactory consideration of the application is well techniques.

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materials, tools and
techniques; extent of
skill demonstrated in the
application of concepts
to a variety of processes
and/or contexts;
formulation of
innovative, original and
creative solutions to
solve problems.
application. Flawed appreciation Some appreciation appreciation of the context of the considered, with
of the context of of the context of context of the application, with extensive use of
the application. the application. application, with perceptive use of relevant examples.
some use of examples, where
examples, where relevant. Application and
relevant. deployment extend
Evidence of some beyond established
originality, conventions.
innovation and Originality,
creativity. innovation and/or
creativity evident
throughout.

5. Skills for Communication Media is poorly Communication is Can communicate Can communicate Can communicate Can communicate
media is designed and/or not not clear. effectively in a well, confidently professionally and, with an
Professional Practice inappropriate or suitable for the suitable format, but and consistently in confidently in a exceptionally high
misapplied. audience. Limited may have minor a suitable format. suitable format. level of
Demonstrates attributes independent work errors. professionalism.
expected in professional Little or no evidence Poor independent and limited Can work very well Can work
practice including: of autonomy in the or collaborative involvement in Can work effectively autonomously and professionally Can work
individual initiative and completion of tasks. initiative. group activities. autonomously and as part of a team, autonomously and exceptionally well
as part of a team, with very good within a team, and professionally
collaborative working;
Work is poorly Work lacks Work lacks with some contribution to showing leadership autonomously and
deployment of
structured and/or structure, coherence in places involvement in group activities. skills as within a team,
appropriate media to group activities. appropriate, showing advanced
largely incoherent. organisation, and is in need of
communicate (including and/or coherence amendments to the Work is coherent managing conflict leadership skills.
written and oral); clarity structure. Mostly coherent and fluent and is and meeting
and effectiveness in work and is in a well structured and obligations. Work is
presentation and suitable structure. organised. exceptionally
organisation. Work is coherent, coherent, very
very fluent and is fluent and is
presented presented
professionally. professionally.