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TH6GO35O/ T6HY35O/ TH6KH35O/ TH6PU35O-

Global Marketing
Credits: 20

Academic Year 2023-24

Academic Partner: IIHM/ IAM

Table of contents
1 Key team contact details 2
2 Module content 2
3 Learning materials 2
4 Maintaining Academic Honesty and Integrity 2
5 Meeting Deadlines 3
6 Getting Support 3
7 Preparing for your Assessment 3
8 Summative Assessments 4
Summative Assessment 1 ................................................................................................... 4
Summative Assessment 2 ................................................................................................... 6
9 Glossary and Acronyms 11

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London and its approved academic partners.

You are provided with study materials for your personal use only. You must not share these with others or
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will be subject to disciplinary action if appropriate.
1 Key team contact details
Please refer to Blackboard for details of your campus
Module Leader
teaching teams
Email Please refer to Blackboard for details
External Examiner Adesola Osinaike
Academic Partner Link Tutor
Ariane Lengyel
(APLT)

2 Module content
The overall aim of this module is to identify and critically evaluate the factors, tools and techniques
to be considered by hospitality and tourism businesses in the development of strategies for global
markets, taking into consideration the standardisation/adoption debate.
This module will examine the unique challenges facing hospitality and tourism marketers in terms of the
type of customers that serve at the local and international level and the type of markets that the hospitality
businesses operate at a global level. While these ‘unique challenges’ require the global marketer to
develop strategies to suit many countries, the skills and concepts of the earlier stages continue to be
pertinent. Therefore, students will be introduced to a range of models and analytical tools for examining
and identifying global marketing opportunities and for evaluating alternative approaches to foreign market
entry. The customary concepts of culture, consumer behaviour and marketing ethics will be reviewed
and analysed in a global context, along with the complexities of distribution, marketing research and
marketing communications in the global market on a solo, consortium or alliance basis.

Kindly refer to the Course Handbook for a detailed outline of how this module forms part of your course.

3 Learning materials
The reading list for this module is available on Blackboard in the module area and online by
searching readinglists. This shows real-time availability of books in the library and provides direct
links to digital items, recommended by your lecturer.

Remember to log into Blackboard daily to receive all the latest news and support available
at your module sites!

Subject guides (libraryguides) are also available to help you find relevant information for
assignments, with contact details of the Subject Librarian for your School.

4 Maintaining Academic Honesty and Integrity

Academic Integrity means avoiding plagiarism and cheating and owning your own work, the use of
essay mills and AI content is also considered academic misconduct. This is when you submit a
piece of work which is not completely your own, but which you are presenting as your own without
acknowledging the author or properly referencing the original source. All your work must
demonstrate Academic Integrity; it must be an honest and fair submission, complying with all the
requirements of the assessment. Failure to meet these standards of behaviour and practice is
academic misconduct, which can result in penalties being applied under the Academic Offences
Regulations.

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5 Meeting Deadlines
You should always try your best to submit your work on time. You can submit coursework up to 10
calendar days late without penalty if you request an extension before the submission deadline.
Without an extension, the maximum mark you will be able to get for that work will be the pass
mark.

6 Getting Support
There may be times when you experience circumstances outside of your control and talking to
your Module Leader and other support services available to you will help keep you on track with
your studies.

If your circumstances mean that you are not able to submit at all or are unable to attend an in-
person assessment like an exam or in-class test, then you can request mitigation for the
assessment. Approved mitigation means that you can have another attempt without penalty if you
fail an assessment or do not submit.

If you request an extension or mitigation before the deadline you can choose to self-certify, without
providing evidence, so long as you have a valid reason. You can only self-certify three
assessments per academic year. If you have used all your self-certification opportunities, or
requested mitigation after the deadline, you will need to provide evidence of your exceptional
circumstances for your request to be granted.

To apply for an Extension or Mitigation: All applications for Extensions and Mitigation will be
dealt with within your campus. The necessary forms will be available from your course leader
or campus director . Do contact your course leader on campus should you have any additional
questions on the above.

7 Preparing for your Assessment

A key part of your learning will be preparation for your summative assessment. You will be
provided feedback on your formative assessments, and this will help you to better understand
what is required of you when you submit your summative assessment. Please see below guidance
on your formative assessment and how to access your feedback.

In seminars, students will be given the opportunity to place the lecture theory into practice via a
range of case studies, from across the hospitality industry and then be asked to apply this theory
into different contexts with regards to global marketing strategies. Students will be given a range of
issues and scenarios, and be asked to propose solutions, primarily in pairs and group. Students
will be able to share work in progress with their tutor and receive formative feedback to inform
summative assessments.

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8 Summative Assessments
Summative Assessment 1

Assessment title Individual Essay

Submission date and time Week 6 (refer to Blackboard for the actual submission date)
Word Count (or equivalent) 1500 (+/- 10%)
Where to submit Turnitin, Blackboard
Feedback date Feedback within 20 working days
Assessment Weighting 60%
PSRB requirements (if N/A
applicable)

Submitting, feedback & grades online using Blackboard

Main objectives of the Assessment

The Essay Brief:

You should write an essay of 1500 words (+/- 10%) to critically analyse the principal factors that
encourage hospitality organisations to undertake international marketing of their products and services.
Include in your discussion how consumer behaviour and culture has contributed to global marketing
strategies. You should support your discussion with actual examples and evidence of successful global
marketing strategies from the hospitality businesses.

Guidelines:
• Understand the requirements and marking criteria of the essay.
• First, introduce the essay – what you are going to write about (using the brief for guidance).
Then provide your points of view by adhering to logical reasoning and offering supporting
evidence. Lastly, conclude your essay with a reference to the essay question.
• You must use relevant academic literature (e.g., scholarly books and journal articles) and
industry articles/reports to support your arguments.
• Avoid relying too heavily on the internet as a source of information.
• Be critical and analytical in your essay writing.
• Distinguish between evidence and opinions in the writing.
• Write clearly and concisely using plain English.
• Include in-text citations every time you refer to a source in the body of your essay and compile
a complete reference list of all the sources that you cited throughout your essay on a separate
page at the end of your essay.
• Include word count at the end of your essay.
• Provide a list of references of the sources you used according to the Harvard referencing system
(minimum 20 academic sources).
• Submit your essay via Turnitin, Blackboard and make sure your submission is successful.

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 No. Learning Outcome Marking Criteria
1. Demonstrate ability to apply a range of • Content, Knowledge and understanding-
analytical tools and techniques to evaluate 30%
global marketing problems • Analysis, Evaluation and Synthesis- 20%
• Application of knowledge- 20%

2. Critically assess the importance of national • Content, Knowledge and understanding-

and international macro-environmental 30%
factors in a global marketing strategy. • Analysis, Evaluation and Synthesis- 20%
• Application of knowledge- 20%

3. Demonstrate ability to critically analyse • Content, Knowledge and understanding-

global marketing strategies and to evaluate 30%
the competitiveness of global strategies for • Analysis, Evaluation and Synthesis- 20%
sustainable advantage. • Application of knowledge- 20%

4. Demonstrate ability to evaluate and analyse • Content, Knowledge and understanding-

the impact of culture and consumer 30%
behaviour on global marketing • Analysis, Evaluation and Synthesis- 20%
communication strategies. • Application of knowledge- 20%

Marking criteria:
• Content, Knowledge and understanding- 30%
• Analysis, Evaluation and Synthesis- 20%
• Application of knowledge- 20%
• Justification and referencing- 20%
• Format and presentation- 10%

Assessment 1 Individual Report- Marking Rubric:

Weighting 100%-80%
Criteria
Content, A comprehensive
Knowledge knowledge and
and understanding of the
Understanding subject matter and major
(30%) disciplines have been
shown with in-depth
examples and clear
application within a given
scenario and context.
Assessment guidelines
have been followed in full.
Analysis, A demonstration of the
Evaluation ability to critically analyse
and Synthesis new information or data
(20%) using a wide range of
techniques appropriate to
the subject area. There
should be clear synthesis
of differing concepts and
ideas to inform
conclusions. Can critically
79%-60%
Strong demonstration of
subject knowledge and
relevant theoretical
theories and concepts that
underpins this. Extensive
range and depth of
materials have been
incorporated throughout
discussions. Most of the
assessment guidelines
have been adhered to.
Well integrated study with
in-depth original and critical
analysis. In depth and
critical evaluation of
material with strong
discussion of the various
views. Expresses own
viewpoint and presents a
reasoned argument. Draws
detailed conclusions
59%-40%
Some of the relevant subject
areas have been addressed
but not all the aims of study
have been explored in full.
Limited range of materials
have been used to generate
discussions and arguments
with.
Some attempts to critically
analyse the subject matter
with reasonable comparisons
and arguments made and
supported appropriately.
Evidence of evaluation and
synthesis are limited.
39%-0%
An unsatisfactory range
of materials or sources
consulted to attempt a
discussion of the key
topic areas. Inadequate
demonstration of
understanding on most
concepts and theories
related to the learning
outcomes. Incomplete or
incorrect arguments or
discussion made.
Predominantly
descriptive, without
originality or critical
analysis. Unable to
make judgements about
relevance and
significance of
information. No clear
evaluations or synthesis
have been applied.

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 evaluate research and
evidence that support
conclusions and
recommendations.
Application of Strong ability to apply
Knowledge to various theoretical
practice (20%) concepts, theories and
models in a practical
scenario, through the use
of consistent and
appropriate examples in a
selected context.
Justification Evidence of ongoing and
and consistent use of an
Referencing extensive range of relevant
(20%) and appropriate sources to
justify all discussions and
arguments made. All
referencing conforms the
Harvard Referencing
System and standard.
Format and The appropriate
presentation presentation has been
(10%) used to a high standard, in
line with guidance outlined
in the brief. The essay is
articulate and fluent with
attention given to a high
level of spelling and
grammar.
relevant to study.
Shows detailed application
of relevant concepts and
theories to issues of study.
Always uses extremely
detailed and relevant
examples to support
argument.
A wide range of
literature/research has
been used. Appropriate in
depth and complexity to
the area of study. All
resources justify the written
notes appropriately and the
referencing conforms to
the Harvard referencing
standard.
A coherent visually
presentation produced to a
high standard. The correct
grammar and spelling have
been applied consistently
throughout.
Attempts have been made to
link concepts and theories to
practice, although this is
limited. The use of examples
is minimal and does not
make effective support
arguments in selected
context.
Majority of the notes are
justified but limited use of
relevant literature /research
to support discussions.
Justifications are limited in
depth and complexity for the
area of study. The Harvard
referencing system has been
attempted but has not been
applied accurately.
An adequate presentation
that follows the basic
academic expectations and
guidelines. Most grammar
and spelling have been
applied correctly.
Understands basic
concepts but application
is incomplete or
inappropriate. Limited
and / or irrelevant
examples used to link
theory to practice.
Content and supporting
notes have not always
been justified.
Discussions are
unsupported and lacking
in research evidence.
Referencing is limited,
incomplete or
inaccurately applied.
The required format has
not been applied as
outlined in the guidance.
Work is presented
poorly, lacking
coherence and has
limited structure and
flow. Significant spelling
and grammar errors
have been noted.

Summative Assessment 2

Assessment title Group Report

Submission date and time Week 13 (refer to Blackboard for the actual submission date)
Word Count (or equivalent) 2500 (+/- 10%)
Where to submit Turnitin, Blackboard
Feedback date Feedback within 20 working days
Assessment Weighting 40%
PSRB requirements (if N/A
applicable)

Submitting, feedback & grades online using Blackboard

Main objectives of the Assessment

Assignment briefing:
Form a group of 3-4 people and select a hotel company for the group report.
Assume you and your group members are appointed as Global Marketing Consultants to advise a
domestic hotel company planning to expand their businesses into one of the two foreign markets-
the United Kingdom (UK) or China. Please choose one.

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Then, select ONE of the five Indian-based hotel companies below:

Taj Hotels or Barbecue Nation or Leela Palace or Cooper Chimney or Oberoi Group

You are required to produce a report for the hotel company. To achieve this, you will need to
undertake the following tasks:

Task 1. Introduction of the hotel company

Briefly introduce the hotel company (e.g., history, background- philosophy/ core concepts,
size and scope of the company, products/services, target markets, etc).

Task 2. Justification for expanding business abroad

Justify why the hotel company wants to expand its business abroad to UK or China using
theoretical concepts such as Ansoff’s matrix and BERI matrix. (LO1 and 2)

Task 3. Global marketing strategy plan

Develop an appropriate Global Marketing Strategy Plan for the hotel company to adopt as
it expands to a foreign market to gain sustainable advantage. Include your discussions
with appropriate theoretical concepts such as the STP (segmentation, targeting,
positioning) model and the marketing mix. (LO3)

Task 4. Market entry modes

Analyse the market entry modes that senior management may consider when entering a
foreign market for the first time. Consider joint ventures, ownership and franchising and
provide relevant examples to your chosen company and the foreign market. (LO1.2,3)

Task 5. Conclusion and recommendations

Based on the above analysis, draw logical conclusions and provide three
recommendations for the chosen hotel company to successfully expand internationally.
(LO1)

Task 6. Self-reflection
Self-reflection of personal contribution to the group work (individual marks)– you should
conduct a personal reflective analysis of the group work. This is a 250-word first-person
reflection on your experience working with the team to produce this group report. You
should evaluate your participation (e.g., attendance and participation in group meetings),
quality and quantity of work contributed (e.g., efforts to improve quality of work (formal and
informal), conducted proactive quality research using secondary data, provided
constructive feedback, innovative ideas and suggestions to the group work) report to this
group. As you write this group report, you'll also need to reflect on what went well and why,
and what did not go very well and why.
Each group member will produce an individual self-reflection which will be included
in the appendices of the report. Clearly indicate your student number on your
document. For example, if there are four people in the group, there should be four
self-reflections.

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Assignment Guidelines:
1. You must use academic sources to support your discussion (e.g., books, journals articles,
industry/ expert reports, etc). Include in-text citations in the body of the report and compile a
complete reference list according to the Harvard referencing style for all the sources cited at the
end of the report (minimum 20 sources).
2. The report should include numbered headings and may choose to add additional levels of
headings to the ones outlined below. It should be written in a clear, concise and professional
style. You should use an Arial font that is size 11 or 12.
3. Paragraphs should be left- or fully justified and use 1.5 or double spacing.
4. The group report must be formatted based on the following structure:
• Title or cover page* (Student ID number of each student, date submitted, the course name,
title of the assignment and total word counts)
• Executive summary*
• Contents page*
• Introduction
• Main Body (Task 1 – 4)
• Conclusion and recommendation (Task 5)
• References*
• Appendices * – Task 6- self-reflections should be in the appendices of the report. One essay
per student.
*These do not contribute towards the word count

5. Although this is a group assignment, each student must upload a finalised group report to
Turnitin, Blackboard. You will find a link to the Turnitin Assignment from the ‘Assessments’ area
of the Blackboard course menu. You will need to ensure that your assessment is uploaded as a
single document, and in the correct format (e.g. a Word document only). Ensure that your
submission is successful.

No. Learning Outcome Marking Criteria

1. Demonstrate ability to apply a range of
analytical tools and techniques to evaluate
global marketing problems.
2. Critically assess the importance of national
and international macro-environmental
factors in a global marketing strategy.
3. Demonstrate ability to critically analyse
global marketing strategies and evaluate the
competitiveness of global strategies for
sustainable advantage.
• Justification for expanding business
abroad- 15%
• Market entry modes- 20%
• Conclusion and recommendations- 20%
• Justification for expanding business
abroad- 15%
• Market entry modes- 20%
• Global Marketing Strategy Plan- 20%
• Market entry modes- 20%

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Marking Criteria:
Your work will be assessed against the following criteria:
• Introduction of the hotel company - 5%
• Justification for expanding business abroad- 15% (LO1 and 2)
• Global Marketing Strategy Plan- 20% (LO3)
• Market entry modes- 20% (LO1.2,3)
• Conclusion and recommendations- 20% (LO1)
• References and Presentation- 10%
• Self-reflection of personal contribution to the group work- 10% (individual marks)

Assessment 2 Group Report - Marking Rubric:

100-80 79-70 69-60 59-50 49-40 39-20 19-0
Introduction of Exceptional Outstanding Very good Satisfactory Acceptable Weak work Unacceptable
the hotel work that work that work that work that work that that provides work that
company - 5% provides clear, provides provides some provides provides insufficient provides very
comprehensive, mostly clear, clear, sufficient adequate introduction of little or no
detailed, and comprehensiv complete and introduction of introduction of the hotel introduction of
The extent to
in-depth e and in-depth detailed the hotel the hotel company with the hotel
which the report
introduction of introduction of introduction of company but company missing and/or company with
provides an
the hotel the hotel the hotel lacking depth using insignificant very little or no
overview of the
company using company company in some areas appropriate supporting of supporting of
hotel company
an extension using a fairly using a range using sources with sources and sources and
range of extensive of sources with adequate some/ limited information. information.
sources with range of mostly sources (some relevant and
complex, sources with accurate academic valid
complete and mostly information. sources) with information.
accurate complete and mostly valid
information. accurate information.
information.
Justification Exceptional Outstanding Very good Satisfactory Acceptable Weak Unacceptable
for expanding justification by justification by justification by justification by justification by justification justification
business selecting selecting selecting attempting to attempting to with with very
abroad - 15% appropriate appropriate appropriate apply apply the limited or no
theoretical theoretical theoretical theoretical theoretical use of
incomplete or
concepts and concepts concepts concepts concepts but theoretical
Ability to justify inappropriate
are expertly which are reasonably reasonably but most of them concepts and
why the hotel application of
applied. Able to applied and applies some of them are theories.
company theoretical
reflect multiple reasonably most of them are lack of inaccurately or Application is
expand its concepts. No
perspectives well to the accurately. accuracy. inappropriately not given or
business demonstration
and show situational Some Limited applied. Little considered.
abroad by of situational
awareness of context. Some demonstration demonstration demonstration Minimal or no
applying awareness.
limitations of awareness of of situational of situational of situational use of
appropriate Presents
the theory and multiple awareness. awareness. awareness. examples.
theoretical incorrect
context. Uses perspectives Some Information Presents
concepts or information as
extremely and limitations awareness of provided mostly
theories based truth. Limited
detailed and of the theory. multiple suggests a incorrect
on the context relevant
relevant Uses detailed perspectives fixed information as
examples
examples. and relevant and limitations knowledge truth. Uses
used.
examples. of the theory. base or some mostly
Uses many absolute truth. relevant
relevant Uses mostly examples.
examples. relevant
examples.

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Global Well integrated Well integrated Largely Largely Shows an Mainly Describes
Marketing and strategic and strategic integrated plan integrated plan acceptable descriptive information,
Strategy Plan- plan with in- plan with with a good with some level of analysis with with no
20% depth and critical level of critical critical analysis but mainly not analysis, thus
critical analysis. analysis. Able analysis. Able analysis. Able lack of supported by fails to
Able to analyse to analyse to analyse to analyse coherent for a arguments and develop a
Ability to adopt
information information information information strategic plan. evidence strategic plan.
analytical
using extremely using mostly using some using some Able to
approach to
detailed and detailed and detailed and reasonable analyse
develop a
reasonable reasonable reasonable arguments and information but
systematic
arguments and, arguments and arguments and supporting by may not be
Global
supporting by supporting by supporting by little evidence supported by
Marketing
comprehensive mostly some but lacking arguments and
Strategy Plan
appropriate appropriate appropriate detail or evidence.
using
evidence. evidence. evidence. accuracy.
arguments and
evidence
Market entry Clear evidence Able to Able to Able to Able to Shows some Unable to
mode - 20% of synthesise a synthesise a reformat range reformat range ability to reformat data
synthesis/creati wide range of range of information to information to reformat a to fit a given
vity and a information to information to identify the identify the range of data purpose even
Ability to identify
highly identify the identify the market entry market entry but not always with guidance.
challenges with
methodological market entry market entry mode mode but appropriately
support from
approach to mode and can mode and can needs some to identify the
multiple sources
use of more be creative in sometimes be guidance. market entry
complex terms of format creative in mode and
information to terms of need
identify the format. considerable
market entry guidance.
mode

Conclusion Draws detailed Draws detailed Draws some Draws some Draws little Draws mostly Generates
and and logical and mostly logical logical logical summative summative
recommendati conclusions logical conclusions conclusions conclusions conclusions conclusions
ons - 20% and complete conclusions and some and some and some and mostly only that is
and accurate and mostly accurate recommendati recommendati irrelevant and lack of depth
recommendatio accurate recommendati ons but lacking ons but lacking inaccurate and/ or no
The ability to
ns that follow- recommendati ons that details and relevancy and recommendati recommendati
use evidence to
on from ons that follow-on from accuracy that accuracy that ons that are on.
generate logical
comprehensive follow-on from some follow-on from follow-on from very little/ not
conclusions and
evidence and mostly appropriate little little supported by
recommendatio
arguments. appropriate evidence and appropriate appropriate the evidence.
ns.
evidence and arguments. evidence and evidence and
arguments. arguments. arguments.
References All sources All sources All sources All sources Most sources Most sources Most sources
and cited, cited, accurate cited, largely cited, largely cited, some cited, some cited, some
Presentation- consistent and use of Harvard accurate use accurate use minor minor major
10% thorough use of referencing of Harvard of Harvard inaccuracies in inaccuracies in inaccuracies
Harvard system referencing referencing referencing. referencing in referencing
referencing system. system. and some and some
Ability to
system. minor missing major missing
reference using Always Meaning is
information in information in
the Harvard communicates Always Usually clear and
reference list. the reference
style and to Always effectively and communicates communicates format
list.
demonstrate an communicates outstanding in effectively and in an conforms to
effective effectively and using very good in appropriate basic Meaning is
professional exceptionally in appropriate using format/languag requirements. largely clear Does not
writing and word an appropriate format/languag appropriate e. Presents May either lack but use of communicate
processing format/languag e in a clear format/languag information in detail or language and effectively.
skills. e in a clear and and concise e. Usually a clear and include a format is Unclear and
concise manner. presents mostly concise considerable inappropriate. rambling.
manner. information in manner. amount of Does not use
a clear and irrelevant appropriate
Articulate, Poor structure/
concise material. format/langua
Articulate, good structure Lacks flow and with
manner. ge.
fluent, and flow, coherence in grammatical/
excellently grammar and places but is Largely correct spelling errors
structured, spelling Articulate, well structured. grammar and that impede Unstructured,
grammar and accurate. good structure Grammar and spelling, lacks clarity. now fluidity,
spelling and flow, spelling a coherent considerable
accurate. grammar and accurate. structure/flow. spelling and
spelling grammatical
accurate. errors.

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 Self-reflection Exceptional Outstanding Very good Satisfactory Acceptable Weak work Unacceptable
for personal work that work that work that work that work that that provides work that
contribution- provides clear, provides provides some provides provides insufficient provides very
10% (individual comprehensive, mostly clear, clear, sufficient self- adequate self- self-reflection little or no self-
marks) detailed self- comprehensiv complete and reflection reflection analysis. reflection
reflection e and in-depth detailed self- analysis. analysis analysis.
The ability to
analysis. self-reflection reflection
conduct self- analysis. analysis.
reflection for
personal
contribution
analysis in terms
of the level of
participation,
quality and
quantity of work to
the group work

9 Glossary and Acronyms

Terms and definitions

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