Module Code: MKTCLC01

Module Title: International Marketing

Assessment On Campus Hand in Date: 9th October 2023

Instructions on Assessment:
With reference to appropriate models, theories, frameworks and academic literature, each group is
required to select one of the following case studies, and provide the answers in the form of a
discursive essay in not more than 3000 words in total.

The pieces of work are weighted at 20% of the overall mark. Note that you should not include
any appendices in your finished piece of work.

Case 1: Research helps Whirlpool Keep Its Cool at home, act Local in Emerging Markets
1. Describe Whirlpool’s global marketing strategy. Does Whirlpool use an extension
product strategy or an adaptation product strategy?
2. What is the primary reason people buy and own major appliances such as a washing
machine? Is there a secondary reason as well?
3. What are the key lessons to be learned from Whirlpool’s experience in emerging
markets?

Case 2: The Beatles Story, Liverpool

1. What tangible and intangible attributes make up the Beatles Story, Liverpool
experience?
2. Why does the Beatles brand continue to have global appeal?
3. To what extent do you feel that the Beatles Story, Liverpool, benefits from the country-
of-origin effect?

Case 3: One Laptop Per Child

1. Why are Microsoft, Intel, and other leading for-profit companies interested in low-cost
computers for the developing world?
2. Do you agree with Negroponte’s decision to partner with Microsoft?
3. Discuss the thinking behind the “Give One. Get One.” promotion. Do you think this is a
good marketing tactic?

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Word limits for assignments

The word count is to be declared on the front page of your assignment. The word count does not
include:
 Title and
Contents page
 Glossary
 Reference List
 Bibliography

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab
nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count.

Summarising and compressing the information in your assignment into the word limit is one of
the skills that students are expected to acquire, and demonstrate as part of the assessment
process.

Submission of Assessment:

It is advisable to retain a copy of your assignment for you own records. Students of one group must
submit identical copies of one final piece of work.

The assignment must show the sunmary of the case study, identifying the problems, identifying the
related frameworks and give critical analysis and conclusions to the solve the mentioned
problems. These results must also be well presented in yourr group presentation.

Referencing your work:

In this institution the Harvard method of referencing is used.
The Harvard method of referring to publications and of arranging references uses the author's
name and the date of the publication. References are listed at the end of the text in alphabetical
order by author's name. The general format of a journal reference is shown below:

Smith, J. (1999) How to succeed! Journal of Entrepreneurs , 1(2), p. 34-56

Author’s name and initials are listed first, followed by year of publication in brackets. Then there is
the title of article and the journal where article appears, which is underlined or in italics. Finally,
state the volume and issue Number (in brackets) along with the pages where article can be
located.

A short guide to Harvard referencing are also available here:

https://www.emeraldgrouppublishing.com/how-to/authoring-editing-reviewing/use-harvard-
reference-system

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Academic Integrity and Misconduct:

THE WORK OF OTHERS, WHICH IS INCLUDED IN THE ASSIGNMENT MUST BE

ATTRIBUTED TO ITS SOURCE (a full bibliography and/or a list of references must be submitted
as prescribed in the assessment brief).

Please note that this is intended to be a group piece of work.

Action will be taken where a student is suspected of having cheated or engaged in any
dishonest practice. Students must not copy or collude with one another or present any
information that they themselves have not generated.

All submissions will be assessed initially using Turnitin. Only pieces with less than 25% of
dupication are accepted.

Submission checklist:
1. Note of contributions (pdf/scanned)
A note of tasks/contributions of each of the team members (adding up to the sum of 100%). One
group only present one note. Students of the same group submit one final note, which is signed by
all team members.
2. Essay (pdf./docx.)
3. Presentation slides (pptx.)