ROYAL DOCKS SCHOOL OF BUSINESS AND LAW

ASSESSMENT GUIDE – COMPONENT 2

Managing Sustainable Global Value Chains -
MK7041

Level 7

Term 2

Academic Year 2021/22

Note this module has two components (Managing Inward Value

Chain and Managing Outward Value Chain) and two separate
assessment guides, one for each component.

This is the assessment guide for the Component 2 –

International Marketing Management

Assessment deadline: 16 May 2022, 15:00 noon, via TurnItIn

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

ASSESSMENT TASK

Component 2: Due by 16th May 2022, 3pm

Assessment methods which enable Weighting: Learning

students to demonstrate the learning Outcomes
outcomes for the module; please define demonstrated:
as necessary:

1, 2, 3
Component 1: Individual essay (2500 50%
words)
1, 3, 4, 5

Component 2: Individual report (2500 50%

words)

Details of the task:

Wordcount – Max 2500 words

Your task is to draft an international marketing plan for a UK based firm that
has been established in the last five years which pioneers the green marketing
and/or sustainability agenda. You can choose a firm from the list below or
select firm of your choice (which MUST be approved by your tutor). Choose a
product-based company than a service-based one.

List of firms:
HiP Chocolate
Grow Bristol
UnPackaged
Toast
Fat Face
&Keep
Suusco
The Vegan Kind
Conscious Chocolate
Only Naturals
Shoreline Shavings
Good Hemp
PowerBikes
The Sustainable Watch Company

Having chosen the firm, you are expected to draft a report that analyses the
current marketing mix strategies of the firm and suggest an international
market that the chosen firm could potentially enter. In so doing, your report
should provide the following details:

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

  The historical background, origin and introduction to the firm
 A brief insight into the firm’s current local/global marketing operations
 Deciding which market to enter and how (Market selection and market
entry strategy)
 Segmentation, targeting and positioning strategies in the new market
 International marketing mix strategies focusing on the levels of
standardisation and adaptation in the new market
 Key recommendations

It is expected that in writing your report, you will draw on the international
marketing theories and the relevant literature. Your arguments and analysis
must be based on strong secondary research gathered from credible sources
(both academic and industry based). Primary research is not required for this
project.

Suggested structure
You have been asked to produce an individual report. Your report may follow
the following suggested structure:
 Title Page, including the given title in full and student number (no
names, MUST include wordcount)

Word count (excluding executive summary, contents page, appendices

and reference list)

 Executive Summary (No more than 200 words)

 Contents Page

 Introduction to the report (purpose of the report, methodology and

structure)

 A brief introduction to the firm, its background, origin, strategic objectives

 A brief introduction to the extent of the firm’s local/global operations and

its international competitiveness

 Deciding which international market/s to enter

 An evaluation of the firm’s market entry modes into the new market

 An evaluation of the firm’s international marketing strategies in the new

market (standardisation vs adaptation of the 4Ps or 7Ps)

 Recommendations

 Conclusion

 Reference list (in ‘Cite them Rite’ format)

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

  Appendices, which should be numbered.

*A front sheet is not required.

ASSESSMENT CRITERIA
Criteria Weight
Introduction to the report and the firm 15%
Analysis of the firm’s current strategies 15%
Market selection process 20%
Justification of market entry method 10%
Marketing strategies in the new market 20%
Ability to conduct secondary research 10%
Overall presentation, organisation and 10%
referencing

How to submit your work:

All submissions for this component(s) of this Module must be submitted according to
these instructions. If you fail to submit this component as directed, in accordance with
the guidance provided on the Virtual Learning Environment (Moodle), a mark of 0 will
be awarded for the component.

REASSESSMENT ARRANGEMENTS
You will be provided with an opportunity to re-sit this module if you fail to submit one
or more components or if you do not achieve the threshold mark (40%) on a
component or an overall module mark of 50%. Re-sits will take place in the last week
of July 2021. Further information about the re-sits will be provided nearer the end of
Term 1 and all information will be communicated via Moodle.

LATE SUBMISSIONS
We strongly suggest that you try to submit all coursework by the deadline set as
meeting deadlines is expected in employment. However, in our regulations, UEL has
permitted students to be able to submit their coursework up to 24 hours after the
deadline. The deadline will be published in your module guide. Coursework which is
submitted late, but within 24 hours of the deadline, will be assessed but subjected to a
fixed penalty of 5% of the total marks available (as opposed to marks obtained).
However, you have to be very careful when you are submitting your assessment.
If you submit your work twice, once using the original deadline link and then again
using the late submission link, your assignment will be graded as late with the 5%
deduction.

Please note that if you submit twice, once before the deadline and once during the 24
hour late period, then the second submission will be marked and 5% deducted.

This rule only applies to coursework. It does not apply to examinations, presentations,
performances, practical assessments or viva voce examinations. If you miss these for
a genuine reason, then you will need to apply for extenuating circumstances, or
accept that you will receive a zero mark.

Extenuating Circumstances are circumstances which:

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

  impair your examination performance prevent you from attending examinations
or other types of assessment, or
 prevent you from submitting coursework or other assessed work by the
scheduled deadline date, or within 24 hours of the deadline date

Such circumstances rarely occur and would normally be:

 unforeseeable - in that you could have no prior knowledge of the event

concerned, and
 unpreventable - in that you could do nothing reasonably in your power to
prevent such an event, and
 expected to have a serious impact on performance

You can make an application for extenuating circumstances by following this link:
https://uelac.sharepoint.com/StudentSupport/Pages/Extenuation-information.aspx

1.1 RETURN OF WORK AND FEEDBACK

Arrangements for the publication of results is stated in the Course Handbook. Formal
results are ONLY available in UEL Direct, and will be published within 8 working days
of the Board, where results are formally confirmed. Any other results are provisional /
indicative but not approved.

You will receive feedback throughout your course through the following:

one-to-one or individualised (i.e. tutorials, conversations with supervisors, or

X
individualised comments on assignments)
generic feedback (i.e. use of rubrics, ‘Quickmarks’ in Turnitin or standardised
X
forms)

peer feedback (i.e. feedback from other students)

informal feedback (i.e. through in-class discussions or online forums)

self-evaluation (i.e. online checklists or reflective submissions)

other (see below)

Feedback and students’ marks should be provided within 15 working days of the due
date for summative work (i.e. work that counts towards the final course grade) and
formative work (i.e. work that is developmental and designed to help you improve).

Whilst feedback will be given on draft/formative work, it shouldn’t be assumed that

every aspect will be identified.

ONLINE SYSTEM FAILURES

If you experience a problem submitting your work online, you should notify your
lecturer/tutor by email immediately. However, deadlines are not extended unless
there is a significant systems problem with Turnitin. UEL has specific plans in place to
address these issues. If UEL finds that the issue with the system was significant, you
will receive an email notifying you of the issue and that you have been given a 24
hour

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

extension. If you don’t receive any email that specifically states you have been
given an extension, then the original deadline has not been changed.

Best advice: Don’t wait until the last minute to submit your assessments electronically.

A guide to submitting your work through Turnitin:

https://moodle.uel.ac.uk/mod/book/view.php?id=762499&chapterid=46648

A guide to viewing and understanding the similarity report in Turnitin:

https://moodle.uel.ac.uk/mod/book/view.php?id=793923&chapterid=46752

Guide to Extenuating Circumstances:

https://uelac.sharepoint.com/sites/studenthandbooks/SitePages/Extenuation.aspx

Assessment & Feedback Policy:

https://www.uel.ac.uk/Discover/Governance/Policies-Regulations-Corporate-
documents/Student-Policies (click on other policies)

Link to your personal timetable:

https://uelac.sharepoint.com/students/Pages/Timetable-and-Attendance.aspx

Link to the University of East London Campus Maps:

https://uelac.sharepoint.com/Pages/Maps-and-key-buildings-at-UEL.aspx

Link to the Guide to Room Numbers:

https://uelac.sharepoint.com/sites/studenthandbooks/SitePages/Guide-to-Room-
Numbers.aspx

REFERENCING

As a student you will be taught how to write correctly referenced essays. UEL's
standard Harvard referencing system is from Cite Them Right. Cite them Right is the
standard Harvard referencing style at UEL for all Schools, however professional body
requirements will take precedence for instance the School of Psychology which uses
the APA system.

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

Link to the Student Handbook page on Cite Them Right:
https://uelac.sharepoint.com/sites/studenthandbooks/SitePages/Cite-Them-
Right.aspx

Video guide to using referencing software Zotero: https://youtu.be/WXGdRBN1Ovk

Link to the Student Handbook page on Academic Misconduct and Plagiarism:

https://uelac.sharepoint.com/sites/studenthandbooks/SitePages/Academic-
Misconduct-and-Plagiarism-Home.aspx

ASSESSMENT FEEDBACK

1.2 WHAT IS FEEDBACK?

Feedback is crucial for your learning and it is an important part of the
academic cycle. It tells you what the strengths are of your work, what its
weaknesses are and how it can be improved.

1.3 WHY IS FEEDBACK IMPORTANT?

Feedback is the most effective way to: Help you understand how to succeed in
your assessments; Help you produce better work for the future; Signpost you
to other resources for assistance.

If you pay attention to feedback, particularly where the same comment is made
in several modules, you can use the information to improve.

1.4 WHERE DO I GET FEEDBACK?

 When a tutor comments on your answers in seminars/lectures/workshops

 General comment on assessment performance in lectures and seminars

 General comment on questions prepared for seminars

 When another student makes comments on your presentation

 When you produce practice questions for a tutor who gives comments

 When you receive written comments on your work submitted either as

coursework or exam

 When you look at general feedback on module performance on UEL Direct.

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

  When you see your Academic Adviser with all your assessment feedback
for general advice. You should always do this after each assessment period.

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22

MK7041 – ASSESSMENT BRIEF COMPONENT 2 – TERM 2 2021/22