ASSIGNMENT SPECIFICATION DRAFT
Module: International Marketing Management Module Level: 7
Module code: SBLC7016 Contribution to Overall
Module Assessment (%): 100
Lecturer: Internal Verifier:
Assignment Title: Assignment No (x of x):
Hand Out Date: 6th January 2017 Submission deadline: 16th February 2017 (Before 11:59pm)
Referencing: In the main body of your submission you must give credit to authors on whose research your work is based. Append to your submission a reference list that indicates the books,
articles, etc. that you have read or quoted in order to complete this assignment (e.g. for books: surname of author and initials, year of publication, title of book, edition, publisher: place of
I declare that this assignment is all my own work and that I have acknowledged all materials used from the published or unpublished works of other people. All references have been duly
(Only where hard copies required)
Turnitin: Lecturer to tick to indicate if an electronic version of the assignment must be submitted to Turnitin. Note: the Turnitin version is the primary submission and acts as a receipt for the
student. All students MUST submit their assessments by the specified deadline. Late submissions may be subject to penalties. YES v
Learning Outcomes tested
(from module syllabus) Assessment Criteria to achieve each outcome a student must demonstrate the ability to:
• Critically analyse, evaluate, define and discuss market research methodologies, applications and environmental influence and strategic value in relation to marketing in International,
regional, national and global marketing contexts
Covers the strategic management decision of identifying internal Critical Success Factors (CSF`s) in the context of International Marketing Development planning.
Students should demonstrate a critical evaluation of the importance of these factors in the context of International Marketing Development planning – with reference to relevant International
Marketing concepts and models.
Students should demonstrate an understanding of the key principles of planning Relationship Marketing strategies campaigns, referring to relevant concepts and International Marketing Communications
`How` the organisation needs to strategically plan its international Relationship Marketing in the context of its market development planning.
• Critically comprehend, analyse, and evaluate the strategic and operational factors which impact upon marketing scenarios; identification and resolution; success and failure in relation to
international marketing contexts, competitive positioning, market entry and international development
In Question 1:
Students are asked to relate the key CSF`s concepts to the chosen organisation when undertaking Market Development planning– conducting an evaluation of these concepts and illustrating and
justifying their conceptual importance in terms of potential success / failure.
In Question 2
Students must also critically evaluate the importance of strategically planning and managing this external CSF in the context of success/failure for the chosen organisation`s organisation`s Market
`Why` the organisation needs to strategically plan this external CSF.
• DO NOT put this form into Turnitin or it will match many similarities with other students’ submissions.
One assignment (2 Component Parts A and B)
One individual assignment of 3,000 words maximum (two parts – 1,500 maximum words each component)
Credit value: 10
Module Leader (s): Terry Johnson
Individual assignment – TWO COMPONENT PARTS OF 1,500 WORDS EACH (3,000 words in total)
Description of Assessment Requirements
You are the International Marketing Manager – in an organisation of your own choice.
You are to prepare a report for your Board of Directors, covering the International Marketing tasks set out below (Component A and Component B):
ASSIGNMENT COMPONENT A:
Undertake a critical evaluation of the internal Critical Success Factors (CSF`s) that can determine success/failure in your chosen organisation`s Market Development planning. (50 marks)
(To assess Learning Outcomes L1 and L2)
Points to address in Assignment Component A:
• Students should answer in the context of their chosen organisation.
• Students should identify and critically evaluate the importance of the internal CSF`s -employing relevant international marketing models.
• Students should critically evaluate, illustrate and justify the importance of these internal CSF`s in the context of the chosen organisation`s Market Development planning.
(Total Marks Assignment Component A = 50 marks).
ASSIGNMENT COMPONENT B
Critically examine and discuss how and why your chosen marketing organisation needs to strategically plan and manage its Relationship Strategies as a key external Critical Success Factor in the
context of potential success/failure of its future Market Development planning.
(To assess Learning Outcomes L1 and L2)
Points to address in Assignment Component B:
• Students’ should answer in the context of their chosen organisation.
• Students should critically examine and discuss the strategic planning of Relationship Marketing strategies in the context of International markets, referring to relevant concepts and
Relationship Marketing models.
• Students should critically examine and justify the potential benefits for the chosen organization of undertaking this strategic approach to Relationship Marketing management in the context
of the organization`s International Market Development planning.
(Total Marks Assignment Component B: 50)
TOTAL MARKS FOR ASSIGNMENT COMPONENTS A and B = 100 MARKS
This is a report and must be presented in report format and style. This is an academic piece of work therefore you are expected to link theory and practice. You must acknowledge the sources of
information and evidence using the Harvard referencing system. All assignments are subject to the University’s regulations on plagiarism and must be submitted in electronic form for checking.
1. All assignments should be presented in the form of a report, NOT an essay.
2. Assignments will be graded on the basis of:
i) research done
ii) analysis of the facts collated
iii) position taken and
iv) the justification of the position
3. All research must be referenced. A Reference List and a Bibliography MUST be attached. Harvard system of referencing MUST be followed.
4. Students found copying from other students will also be charged with collusion and awarded a Fail grade.
GUIDANCE FOR STUDENTS IN THE COMPLETION OF TASKSNOTE: The guidance offered below is linked to the five common assessment criteria overleaf and specifically aligned to the “exceptional” outcome
category to which we anticipate students aspire.
1. Research-informed Literature
Your work must embed and be informed and supported by relevant and credible scholarly material that is accessible in the learned journals listed on the module schedule. You should refer to at
least 10 such sources. Additionally, you should refer to text books, current news items and benchmark your organisation against other organisations to ensure your assignment is current and up-to-
date. High-level referencing skills using the Harvard Method must be demonstrated throughout your work and all sources listed alphabetically within your bibliography.
2. Knowledge and Understanding of Subject
Your work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying principles associated with the subject area. This means that within your work, you
should provide evidence of your growing mastery in critical awareness of current challenges, new insights and the constant need for innovation within the field. Furthermore, a critical awareness
of the ambiguities and limitations of knowledge and even understanding, should be considered and examples of such, illustrated within your work.
To be considered masters worthy, your work must contain evidence of analysis, evaluation and synthesis. This means not just describing “What!” but also justifying: Why? How? When? Who? Where? And
at what cost! At all times, you must provide justification of your arguments and judgements. Evidence that you have reflected upon the ideas of others on matters occurring in the real world of
business is crucial to you providing a reasoned and informed debate within your work. Your choice of methodologies to gather data and information must be rigorously defended. Furthermore, you
should provide evidence that you are able to make sound judgements and convincing arguments in the absence of complete data, since within the real world of work, we rarely have access to, or know
all the information! Persuasive conclusions are especially necessary and must be derived from the content of your work – there should be no new information presented within your conclusion. Your
work should aspire to resemble work which is of journal publishable quality.
4. Practical Application and Deployment
It is essential that you rationalise how you decided upon certain methods, materials, tools and techniques to inform and complete your work. You must demonstrate what informed your decision(s) to
apply certain concepts that enabled you to formulate innovative and creative solutions to the challenges presented to you or that you identified for yourself. Plausible, costed and justifiable
recommendations are demanded and where these are absent, your work is undermined. Your work should provide evidence that you are growing in mastery in developing cutting edge processes and
techniques within the subject area.
Skills for Professional Practice
Your work must provide evidence of your attributes in the application of professional practice. This includes demonstrating that you are highly capable of individual and collaborative working.
Regarding the presentation of your work, you must demonstrate your ability to select and deploy the appropriate media that is “fit for purpose. Additionally, you must exhibit your ability to:
communicate with an exceptionally high level of professionalism; work professionally, autonomously and within a team; develop leadership skills; and produce/present work that is coherent, cogent
and specifically addresses the challenges set for you or you have set yourself. Importantly, your work should be easily understood by specialists and non-specialists in the field.
The Marking Criteria detailed below, apply to both of the Assignment Components. Students must therefore aim to cover the requirements of these marking criteria in the context of the International
Marketing scenarios created in both of the assignment components (the weighting/mark allocation of these five marking criteria is the same for both of the assignment components):
MARKING CRITERIA AND STUDENT FEEDBACKThis section details the assessment criteria. The extent to which these are demonstrated by you determines your mark. The marks available for
each criterion are shown. Lecturers will use the space provided to comment on the achievement of the task(s), including those areas in which you have performed well and areas that would benefit
Common Assessment Criteria (applied to all parts of the project) Marks available Marks
1. Research-informed Literature Extent of research and/or own reading, selection of credible international marketing management sources, application of appropriate referencing conventions. 15
Extent of research and/or own reading, selection of credible international marketing management sources in line with the key academic concepts in both component parts of the assignment. ,
Application of appropriate referencing conventions.
2. Knowledge and Understanding of Subject Extent of knowledge and understanding of concepts and underlying principles associated with the discipline. Identifying and justifying the inclusion of
key international marketing concepts and models, in line with the key aspects of the set questions. 20
Identifying and justifying the inclusion of key international marketing concepts and models, in line with the key aspects of the two component parts of the assignment. The extent of knowledge and
understanding of these identified international marketing management concepts and the underlying principles associated with these disciplines.
3. Analysis: Analysis: Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence. Employing the academic insights to address the
conceptual aspects of the questions in the assignment. 25
Evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence. Employing the above academic knowledge and understandings to gain theoretical
insights, in line with the international marketing management concepts in both of the assignment component parts.
4. Practical Application and Deployment: Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative solutions to solve problems,
Applying the above academic concepts, and demonstrating the value of doing so, in the context of the chosen organisation and its International Development Planning. 30
Applying the above international marketing management concepts, and demonstrating the value of doing so in the context of the chosen organisation and its International Development Planning.
5. Skills for Professional Practice: Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organisation. Construction of the
assignment (Parts one and two) in report format. 10
Construction of the assignment components A and B in report format, written in the context of the reporting setting created in the assignment.
Assignment Mark (Assessment marks are subject to ratification at the Exam Board. These comments and marks are to give feedback on module work and are for guidance only until they are confirmed. )
Late Submission Penalties (tick if appropriate) %
Up to one week late
COMMON ASSESSMENT CRITERIA
OUTRIGHT FAIL FAIL UNSATISFACTORY SATISFACTORY GOOD EXCELLENT EXCEPTIONAL
Assessment Criteria 0-29% 30-39%* 40-49% 50-59% 60-69% 70-79%
1. Research-informed Literature
Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions
Little or no evidence of reading.
Views and findings unsupported and non-authoritative.
Referencing conventions largely ignored. Poor evidence of reading and/or of reliance on inappropriate sources, and/or indiscriminate use of sources.
Referencing conventions used inconsistently. References to a limited range of mostly relevant sources. Referencing conventions not always applied consistently.
Inclusion of research-informed literature, including sources retrieved independently. Some omissions and minor errors.
Referencing conventions mostly consistently applied.
Inclusion of a wide range of research-informed literature, including sources retrieved independently.
Selection of relevant and credible sources. Very good use of referencing conventions, consistently applied. A comprehensive range of research informed literature embedded in the work. Excellent
selection of relevant and credible sources. High-level referencing skills, consistently applied.
Outstanding knowledge of research-informed literature embedded in the work. Outstanding selection of relevant and credible sources. High-level referencing skills consistently and
2. Knowledge and Understanding of Subject
Extent of systematic knowledge, understanding and critical awareness of concepts and underlying principles associated with the discipline. Major gaps in knowledge and understanding of material
at this level. Substantial inaccuracies. Gaps in knowledge, with only superficial understanding. Some significant inaccuracies. Some evidence of knowledge and understanding of current and
relevant concepts and underlying principles but with gaps or errors. Knowledge is generally accurate with a satisfactory understanding of the field of study. Knowledge is extensive.
Exhibits understanding of the breadth and depth of established and contemporary views. Excellent mastery of a complex and specialised area of knowledge and skills, with an excellent critical
awareness of current problems and/or new insights at the forefront of the field. Clear awareness of challenges to established views and the limitations of the knowledge base. Exceptional mastery
of a complex and specialised area of knowledge and skills, with an exceptional critical awareness of current problems and/or new insights at the forefront of the field. A critical awareness of the
ambiguities and limitations of knowledge.
Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence Unsubstantiated generalisations, made without use of any credible
evidence. Lack of logic, leading to unsupportable/ missing conclusions. Lack of any attempt to analyse, synthesise or evaluate. Some evidence of analytical intellectual skills, but for the most
part descriptive. Ideas/findings sometimes illogical and contradictory. Generalised statements made with scant evidence. Conclusions lack relevance. Evidence of some logical, critical thinking
and some attempts to synthesise, albeit with weaknesses.
Some evidence to support findings/ views, but evidence not consistently interpreted.
Some relevant conclusions and recommendations, But not always well linked to other material. Evidence of some logical, analytical, critical thinking and synthesis. Can analyse new and/or complex
data and situations without guidance.
An emerging awareness of different stances and ability to use evidence to support the argument.
Some conclusions and recommendations, where relevant Evaluates methodologies, current research and ideas critically and, where appropriate, proposes new hypotheses/ideas. Evaluates and
synthesises complex issues both systematically and creatively. Makes sound judgements and proposes convincing arguments in the absence of complete data. Sound, convincing conclusions /
recommendations. Excellent critical evaluation of methodologies, current research and ideas and, where appropriate, proposes new hypotheses/ ideas. Evaluates and synthesises complex issues
systematically and creatively. Makes excellent judgements and proposes convincing arguments in the absence of complete data. Strong, persuasive, conclusions, justifiable recommendations. Work is
of conference publishable quality.
Exceptional critical evaluation of methodologies, current research and ideas and, where appropriate, proposes new hypotheses/ ideas. Evaluates and synthesises complex issues at a high
level of mastery. Makes outstanding judgements and proposes highly convincing arguments in the absence of complete data. Highly persuasive conclusions. Work is of journal publishable quality.
4. Practical Application and Deployment
Effective deployment of appropriate methods, materials, tools and techniques; extent of skill demonstrated in the application of concepts to a variety of processes and/or contexts; formulation of
innovative, original and creative solutions to solve problems. Limited or no use of methods, materials, tools and/or techniques.
Little or no appreciation of the context of the application.
Rudimentary application of methods, materials, tools and/or techniques but without consideration and competence. Flawed appreciation of the context of the application.
Some awareness and mostly appropriate application of well-established methods, materials, tools and/or techniques.
Some appreciation of the context of the application.
A satisfactory and appropriate application of standard methods, materials, tools and/or techniques.
Satisfactory appreciation of the context of the application, with some use of examples, where relevant.
A very good application of a range of methods, materials, tools and/or techniques.
Very good consideration of the context of the application, with perceptive use of examples, where relevant.
Evidence of some originality, innovation and creativity. An advanced application of a range of methods, materials, tools and/or techniques.
The context of the application is well considered, with extensive use of relevant examples.
Application and deployment extend beyond established conventions. Originality, innovation and/or creativity evident throughout. Outstanding levels of application and deployment skills.
Assimilation and development of cutting edge processes and techniques.
5. Skills for Professional Practice
Demonstrates attributes expected in professional practice including: individual initiative and collaborative working; deployment of appropriate media to communicate (including written and oral);
clarity and effectiveness in presentation and organisation. Communication media is inappropriate or misapplied.
Little or no evidence of autonomy in the completion of tasks.
Work is poorly structured and/or largely incoherent. Media is poorly designed and/or not suitable for the audience.
Poor independent or collaborative initiative.
Work lacks structure, organisation, and/or coherence Communication is not clear.
Limited independent work and limited involvement in group activities.
Work lacks coherence in places and is in need of amendments to the structure. Can communicate effectively in a suitable format, but may have minor errors.
Can work effectively autonomously and as part of a team, with some involvement in group activities.
Mostly coherent work and is in a suitable structure. Can communicate well, confidently and consistently in a suitable format.
Can work very well autonomously and as part of a team, with very good contribution to group activities.
Work is coherent and fluent and is well structured and organised. Can communicate professionally and, confidently in a suitable format.
Can work professionally autonomously and within a team, showing leadership skills as appropriate, managing conflict and meeting obligations.
Work is coherent, very fluent and is presented professionally. Can communicate with an exceptionally high level of professionalism.
Can work exceptionally well and professionally autonomously and within a team, showing advanced leadership skills.
Work is exceptionally coherent, very fluent and is presented professionally.
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