Assessment

Assessment Component Assessment Submission

weighting Submission week

Report (3500 words) 10% +/- 100% Turnitin 12

Assignment Brief

Assignment Title:

International Marketing Evaluation

Submission Date: 20th of August 2023 @ 23:59

Learning Outcomes Assessed by this Assignment:

❖ Describe and critically evaluate the regional, national, and global marketing environment
(social, economic, technological, political, and legal) withing which an organisation operates.

❖ Critically evaluate the key concepts and theories under-pinning global marketing.

❖ Critically evaluate the internal environment of the firm, and firm objectives, such as growth
and international market entry to new markets.

❖ Analyse and evaluate the external effects the organisation’s decisions have on their
stakeholders, competitors and the wider public.

Assignment Guidelines:

You are required to conduct an evaluation of the international marketing processes/activities

undertaken by this company. You will be required to research and identify what the company profile
internationally looks like, the marketing choices made and competitive landscape amongst others.

Using relevant theories, you are required to evaluate what the company has done internationally,
how effective this has been, how it differs across international markets they operate in and any
examples of best practice or things that did not work etc.

The end product of this assignment is an evaluation of your chosen company in two or more
international markets (two culturally different countries of your choice), how they have achieved
success in these and overcame market and competitor challenges. Ultimately you want to, through
this assignment, demonstrate how market offerings within a company can differ based on the

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international market or country’s local requirements. This brief will be discussed in more detail in
class.

Further Guidelines:

Your seminar tutor will allocate you a company and ideally you should select two international
markets (two countries by yourself) to review which are considered to be culturally different. This
will allow you to compare two countries and allow you a greater opportunity to research and evaluate
the international marketing practices of the company (i.e., similarities and differences in two
culturally different countries to overcome competition, other environmental factors and meet the
needs and wants of customers) to achieve successful outcomes for the company.

3800 words is 10% above the word count and does not include cover page, table of content, and
reference list. Therefore, any work that exceeds the maximum word limit of 3800 could face the
penalty of up to 10%.

Plagiarism:

As part of your study, you will be involved in carrying out research and using this when writing up
your coursework. Turnitin includes a plagiarism detection system and lecturers are experienced
enough to recognise plagiarism when it occurs.

To avoid academic misconduct and plagiarism remember it is not acceptable to reproduce another
source without acknowledging it in your assessment. This includes using paraphrasing as well as
direct quotations. You are expected to correctly cite and reference the work you have used.

Submission:

The work should be submitted as a word document on the blackboard via Turnitin link. Any other
form or ways will not be accepted.

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CRITERIA FOR ASSESSING COURSEWORK

In line with the Ulster Business School’s policy, the following guide will be used to assess particular grades:
% Content Application of Theory Referencing Presentation,
Classification Knowledge and Evidence of
and Grammar,
Range understanding Reading
Bibliography and Spelling
Critical insightful Extensive evidence of Exceptional knowledge and Extensive Outstanding Outstanding, well-
With 70 –100 evaluation and synthesis advanced applications conceptual understanding evidence of referencing directed presentation,
Distinction of complex high level of and/or empirical results, of complex and/or integrating and logically and
originality and reflection. where applicable, informed specialised principles and supplementary bibliography coherently structured,
Demonstrates the ability extensively by current concepts and the sources using correct
to pursue research and practice in development and grammar, spelling
the area advancement of ideas and and citation.
research at Doctoral practice
level
Critical evaluation and Clear evidence of relevant Wide knowledge and depth Evidence of Comprehensive Excellent presentation,
Merit 60 –69 synthesis of complex applications and/or of understanding of extensive reading referencing and logically structured,
issues and material empirical results, where complex and/or specialised of supplementary bibliography using correct
which includes an applicable, informed by principles and concepts and sources grammar and citation
original and reflective current research and the development of ideas
approach practice in the area and
practice
Some critical evaluation Evidence of relevant Appropriate knowledge Evidence of Adequate Orderly presentation,
50 –59 and synthesis of key applications and/or and depth of reading referencing clear structure and
Pass issues and material empirical results, where understanding of key supplementary and acceptable grammar
applicable with some links principles and concepts sources bibliography and spelling
to current research in the with some understanding
area of their development in
practice
Occasional relevant Basic knowledge and depth Limited Adequate
Some evaluation and Limited
applications and/or of understanding of key referencing presentation and
Fail 45 –49 synthesis of issues and evidence of
empirical results, where principles and concepts and structure, grammar,
material reading
applicable only bibliography spelling and citation

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 Limited evaluation and Limited applications Limited and/or superficial Minimal Inadequate Poor presentation and
31 –44 synthesis of issues and and/or empirical results, knowledge of key principles evidence of referencing structure, grammar,
Fail material where applicable and concepts reading and spelling
bibliography and citation
Little or no evaluation Little or no evidence of Virtually devoid of any Little or no Inadequate Inadequate
0 – 30 and synthesis of issues relevant application and/or evidence of knowledge evidence of referencing presentation,
Fail and material empirical results and understanding reading and structure, grammar,
bibliography spelling and citation

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 Extension and Coursework Submission

If you fail to submit by the specified deadline, you will get a mark of zero (0) unless you have an
authorised extension or deferral. We want you to do your best. We know however that sometimes
events happen, and you may not be able to submit your coursework by the deadline. We will try to
help you in these situations.

It is important that you follow the extenuating circumstances procedure outlined in the Student
Handbook. You should contact uuacademicenquiries@qa.com as early as possible and before the
deadline, so that we can assist you.

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up
your coursework. Turnitin includes a plagiarism detection system and lecturers are experienced
enough to recognise plagiarism when it occurs.

To avoid academic misconduct and plagiarism remember it is not acceptable to reproduce another
source without acknowledging it in your assessment. This includes using paraphrasing as well as
direct quotations. You are expected to correctly cite and reference the work you have used. If you
need help putting your references into the correct style, The Academic Community of Excellence
(ACE) team offers workshops on referencing and can be booked via the (online booking system).

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