This document is for Coventry University students for their own use in completing their assessed work for

this module and should not be passed to third parties

or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

Faculty of Business and Law

Assignment Brief 2020/21

Module Title: International Marketing Assignment Number CW1

Module Code: 312MKT Assignment Title Individual Coursework

Module Leader: Dr. Mujahid Mohiuddin Babu Assignment Weighting 50%

Release Date: January 2021

Submission 25th February 2021, 18:00 UK
Date/Time: time
Submission Submission through Turnitin
Time and Place: ONLY

Assessment Information

This assignment is an individual assignment.

You are working as a Marketing Manager for one of the beverages and drinks brands (of your choice) of the UK.
Your chosen brand is considering an expansion into the global market, particularly in the Asian market. At the
beginning the brand will expand into two countries of Asia.

You have been tasked by the Marketing Director to prepare a business report by critically analyzing an expansion
plan to any two Asian countries of your choice. The report should cover the following:

1. Analysis of the current situation of the chosen beverages and drinks brand (including summary of 4Ps)
2. Using the PESTLE framework analyse the market potential of the two Asian countries of your choice
3. Of the two Asian countries that you have chosen, analytically discuss and recommend which one country should
be selected as the next target market for the beverages and drinks brands. Justify your choice

Criteria for Assessment

This assignment is designed to assess learning outcomes:

1. Research, critically analyze and discuss the dynamics and key aspects of the international business environment
and their effect on marketing performance.

Please see below a detailed breakdown of tasks and marks allocation.

Tasks Marks allocated

1. Summary of company’s operations 10%
2. Detailed PESTLE analysis for the two Asian countries of your choice 50%=25%+25%
3. Comparative analysis and discussion of advantages and disadvantages of both the 30%
potential markets and recommendation of the most suitable market.
4. Structure and Presentation 10%
Assignment Brief Template
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This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties
or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

• Standard business report that must have Cover page, Table of content,
Executive Summary, Proper chapters/subchapters heading, Spelling and
grammar check, References.
• You can add Appendices, as required.
• The images and tables should be appropriately placed and numbered and
referenced, where required.
• Follow APA or CU Harvard style for the In-text citations and List of references.
Please mention in the report which one you have adopted.
• Variety of good quality sources, preferably academic journal papers, should be
consulted for preparing the coursework.

Grading grid

Please see at the end of this document.

Word Count

The word count is 2000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word
limit by 10% or more.
The word limit includes quotations and citations, but excludes the references list.

How to submit your assessment

The assessment must be submitted by 18:00 on 25th February 2021. No paper copies are required. You can access
the submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to
ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a
mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module
leader.
• All work submitted after the submission deadline without a valid and approved reason (see below) will be given
a mark of zero.
• The University wants you to do your best. However we know that sometimes events happen which mean that
you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to
predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need
longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit
period following the main Assessment Boards). You must apply before the deadline.
You will find information about the process and what is or is not considered to be an event beyond your control
at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

Assignment Brief Template

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This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties
or posted on any website. Any infringements of this rule should be reported to acreg.fbl@coventry.ac.uk

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It
is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt
to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source
without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing
provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also
check your understanding of academic conduct by completing the Good Academic Practice quiz available.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your
current course or for another qualification of this and any other university, unless this is specifically provided for in
your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has
already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently
will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the
same work twice.

The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise
plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large
sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a
business student and joined Coventry University in September 2020 or later please use APA 7th edition referencing,
if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry version) that you
are familiar with. Law students should use OSCOLA. Please be consistent in the referencing style that you use and
use it correctly to avoid a case of plagiarism or cheating being brought. If you are unsure, please contact the Centre
for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you two weeks after the submission date. If for any reason there is
a delay you will be kept informed. Marks and feedback will be provided online/in class/face to face. As always, marks
will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later
in the year once the external examiner has completed his / her review.

Assignment Brief Template

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This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to acreg.fbl@coventry.ac.uk
312MKT International Marketing 2020-21, CW 1 Feedback Grading
Criterion/Grade 0-19% 20-39% 40-49% 50-59% 60-69% 70-79% 80-100%
Understanding of the Extremely Weak/Little Doesn’t Meet the Acceptable awareness of Good awareness of the Very good awareness of the Excellent awareness of the Outstanding awareness of the
brief and current to No awareness at all Learning Outcomes. the situation and situation and context situation and context, situation and context, situation and context, evidenced
situation and of the situation and Poor/incorrect context, and evidence of drawn from some relevant evidenced through relevant evidenced through a wide through synthesis of research.
operations of the context. awareness of the research. research. research. range of research.
organisation situation and context.
Knowledge of Extremely Weak/Little Doesn’t Meet the Acceptable theoretical Good relevant use of Very good theoretical Excellent use of theory Outstanding theoretical
relevant concepts, to No theoretical Learning Outcomes. Poor underpinning and concepts, theories and underpinning expressed. expressed, seamlessly underpinning and understanding
theories, strategy and underpinning theoretical underpinning understanding, could be models expressed Demonstrates a higher level of integrated to challenge of concepts expressed beyond
models that are used to expressed, theories or expressed, poor better expressed. Demonstrates good level of understanding of relevant and evaluate alternative expected reading.
explain PESTLE analysis models. understanding evident. Acceptable and relevant understanding. concepts, theories and models. models and concepts. Outstanding discussion of
throughout and their Inappropriate/no Weak /inappropriate discussion on application Good discussion of Very Good and relevant Excellent and appropriate application and choice of
Application with application and /irrelevant examples. and examples, some application and choice of discussion of application and discussion of application examples.
examples examples. Very limited application. irrelevant material. examples. choice of examples. and choice of examples.

Analysis, comparative Extremely Weak/Little Doesn’t Meet the Acceptable Links Good attempt at making Very good link between Excellent link between Outstanding links between
discussion of the to No clear link Learning Outcomes. Poor established between links between analyses and analyses and conclusions / comparative discussion, comparative discussion, analyses
potential markets and between analyses and linkages between conclusions / conclusions / recommendations, strongly analyses and conclusions / and conclusions /
recommendations with conclusions / analyses and conclusions recommendations are recommendations. Good justified. Very good recommendations recommendations
clear justifications and recommendations / recommendations adequate but comparative discussion. comparative discussion. Excellent justifications for Outstandingly constructed
relevant conclusions Vague / No Limited justifications. descriptive. Acceptable Justification and detail can stance taken. justifications.
justifications. comparative discussion. be stronger.
Acceptable justifications.
Structure and Extremely Weak/Little Doesn’t Meet the Acceptable presentation, Good structure and flow of Very good structure and flow Excellent structure and Outstanding structure and flow
presentation to No understanding Learning Outcomes. Poor structure but could pitch and relevant of pitch, clearly expressed with flow of pitch, clear concise of pitch, clear concise language
and presentation of structure and flow of provide references. references. a range of relevant references. language throughout and a throughout, evidence of original
structure and pitch, pitch, unclear language, wide range of relevant research and references.
poorly expressed. limited references. references.
Inappropriate /no
references.

Assignment Brief Template

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