MG628 International Marketing Management Assessment
Assignment Brief Academic Year 2022-23
| Module code and title: | MG628 International Marketing Management | Module Leader: | Muhammad Zubair |
| Assignment No. and type: | CW1 Report (Individual, 2000 words) | Assessment weighting: | 60% |
| Submission time and date: | Friday 20th January 2023 before 2 pm. | Target feedback time and date: | 3 weeks after submission deadline |
| Assignment task |
| Your report should be based on ONE of the top two countries you identified in the group presentation. Please note: Use of Passport and academic sources will be imperative throughout the work. This wider research will be needed to underpin – and justify your answers. The Assignment Tasks: 1. Market Entry Strategy Graze is exploring an option of entering into a direct arrangement with a leading supermarket chain of your choice (i.e. without using an agent or distributor) in your chosen country, which would give that chain the exclusive rights to sell Graze products in their physical stores. Given your chosen market knowledge drawing from your group presentation and research, you are now required to critically evaluate the above option. Provide evidence for your points and with clear links to your understanding of the consumer and the retail environment. Both secondary research from Passport and academic research should be used. State clearly any assumptions considered, if applicable. (500 words) 2. Global Trends and Their Application in the Local Environment Graze’s CEO has asked you to identify TWO key global trends, which you find particularly relevant to Graze’s brand proposition. For each, you need to; State clearly why this trend is especially relevant to Graze |
Internal approval: Anh Nghiem, 20th Sep 22
| Discuss how far that trend seems to be emerging or already important in your particular country using both qualitative and quantitative data (i.e. what is the evidence for that trend on a local rather than a global scale?) Provide and justify one specific recommendation regarding a change to the marketing mix or an action you consider necessary in your chosen country, as a consequence of that trend. (250 words per trend) 3. Country-Specific Communications Segmentation, Target and Positioning (STP) strategy you intend to focus on in your chosen country (consumer insights – ensure that you show a full understanding of your target customers’ interests, values, lifestyles, perceptions and attitudes, culture and usage of technology, supported by data/research from Mintel/Passport GMID) – also use an appropriate table and/or diagram to summarise your STP – this will not be considered within the word count. Briefly outline the marketing mix, especially focusing on marketing channels to be used in order to educate, engage and convert consumers in the chosen market. Also, include explanation as to why you believe these channels are effective. Examine the extent to which social media communications (identified in the channels above) need to be standardised or adapted in your chosen country – engage appropriately with the consumers that you have profiled in task 3(i) and ensure that any culturally-specific needs and requirements, are taken into account. (800 words) 4. Report Writing, Citing and Referencing The final 15% of marks will be given for this, taking into account the whole report. Your report should include a contents page, introduction, conclusions and list of references as well as your responses to the tasks above. All pages should be numbered. | |
| MG628 International Marketing Management Assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes: | |
| LO 1 | Assess, analyse and conceptually apply the key concepts of international marketing including the critical evaluation and application of key tools, models and theories. |
| LO 2 | Critically evaluate the concept of globalisation within given situations and how it may or may not be applicable and why |
| LO 4 | Devise and critically substantiate a strategic marketing plan building on [market selection], for an initial launch and follow up strategy, applying a range of management skills and tools |
| Referencing and research requirements | |
| Please reference your work according to the Harvard style as defined in Cite Them Right Online (http://www.citethemrightonline.com). |
| Submission details |
| This assignment should be submitted electronically using the relevant submission point in the Upload My Assignment section on LSST Connect. |
| Academic integrity |
| Academic integrity means taking responsibility for your own work. When you submit an assignment, you are effectively making a declaration that it is your own work and that you have acknowledged the contribution of others and their ideas in its development (for example, by referencing them appropriately). For further information and guidance, please see the University website: https://www.bucks.ac.uk/current- students/registry-helpdesk-and-academic-advice/academic-integrity-and-misconduct You are also expected to take responsibility for maintaining and managing confidentiality issues in your work. You should maintain and respect confidentiality in relation to the protection of personal, technical and/or commercial information of a sensitive nature in their assessed work, whatever the format. Confidentiality issues will vary from subject to subject and you are encouraged to seek advice from your course team if you are unclear about requirements in your context. For further information and guidance, please see the University website: https://www.bucks.ac.uk/academic-confidentiality |
Related Article:- MG628 International Marketing Management Assignment Help
Assessment Criteria Academic Year 2022-23
| Fail | Fail | Pass | Pass | Pass | Pass | Pass | |
| 0-34 (F) – Fail | 35-39 E – Marginal fail | 40-49 (D) | 50-59 (C) | 60-69 (B) | 70-79 (A) | 80-100 (A+) | |
| Not successful | Below required standard | Satisfactory | Good | Very Good | Excellent | Outstanding | |
| Knowledge and Understanding (25%) This should include evidence of: Depth of knowledge and understanding of; engagement with subject-specific theories, paradigms, concepts, and principles – these include: market entry strategy/option proposed or chosen; global trends; consumer insights / STP: marketing channels to be used, communications that are country specific including the use of social media and the debate around standardisation and adaptation) | Struggles to understand and apply the concepts of market entry strategy, global trends and communications – the evidence presented, if any, fails to drive the argument forward. | A rushed or superficial attempt lacking academic underpinning and research. Less than four articles or articles are not peer- reviewed. | Although some useful points are made, the evaluation lacks depth, reflecting the need for wider academic reading, more research, and further consideration. | Some evidence of wider reading and research informs this evaluation. What is included in useful, but there are a few gaps. | A well-balanced evaluation showing evidence of wider academic reading and secondary research and reaching clear conclusions | An excellent and well- informed evaluation showing good evidence of wider academic reading and secondary research and reaching useful and sensible conclusions. | Exceptional systematic approach, including coherent and detailed knowledge well beyond what has been taught, all of which is at, or informed by, the forefront of defined aspects of the discipline e.g. recent research. |
Internal approval: Anh Nghiem, 20th Sep 22
| Analysis and Criticality (30%) This should include evidence of: Logic and argument • Use and range of independently selected sources (includes Mintel and Passport) • Analysis and synthesis • Analytical reflection • Problem-solving and decision-making • Organisation and communication of the following key themes required to be examined and discussed in the report; market entry option considered and its evaluation; global trends influencing the decisions; communication with particular focus on consumer insights (STP, communication channels including the use of social media and the extent to which they should be adapted or standardised to your chosen market/target) | The work demonstrates a limited or no ability to work with relevant techniques of analysis and enquiry accurately; Conceptual understanding evident is limited thus the work does not: devise and sustain arguments and/or solve problemsdescribe and comment upon aspects of current research and scholarship on global trends, with little or no appreciation of the uncertainty, ambiguity, and limits of knowledge; use relevant and appropriate sources resulting in few if any scholarly reviews. | The work demonstrates an insufficient ability to use established techniques of analysis and enquiry within the discipline; The conceptual understanding evident enables the work to partially demonstrate: use of ideas and techniques to devise and sustain arguments and solve problemsthe ability to describe and comment upon aspects of current research and scholarship on global trends, albeit with only a developing appreciation of the uncertainty, ambiguity, and limits of knowledge; There is a limited range of independently selected relevant and appropriate scholarly sources. | The work demonstrates a sufficient ability to deploy established techniques of analysis and enquiry within the discipline; A basic yet sufficient conceptual understanding is evident that enables the work to demonstrate: use of ideas and techniques to devise and sustain arguments and solve problems,the ability to describe and comment upon aspects of current research and scholarship, with a sufficient appreciation of the uncertainty, ambiguity, and limits of knowledge; use a sufficient range of independently selected relevant and appropriate scholarly sources. | The work demonstrates a sound ability to deploy established techniques of analysis and enquiry within the discipline; A sound conceptual understanding is evident that enables the work to demonstrate: use of ideas and Techniques to devise and sustain arguments and solve problems,the ability to describe and comment upon aspects of current research and scholarship, with a sound appreciation of the uncertainty, ambiguity, and limits of knowledge;use of a sound range of independently selected relevant and appropriate scholarly sources. | The work demonstrates a sophisticated ability to deploy established techniques of analysis and enquiry within the discipline. A sophisticated conceptual understanding is evident that enables the work to demonstrate: use of ideas and techniques to devise and sustain arguments and solve problems,the ability to describe, synthesise and critique aspects of current research and scholarship, with a sophisticated appreciation of the uncertainty, ambiguity, and limits of knowledge use of a sophisticated range of independently selected relevant and appropriate scholarly sources. | The work demonstrates a highly accomplished ability to deploy established techniques of analysis and enquiry within the discipline; A highly accomplished conceptual understanding is evident that enables the work to demonstrate: use of ideas and techniques to devise and sustain arguments and solve problems,the ability to describe, synthesise and critique all relevant aspects of current research and scholarship, with a nuanced appreciation of the uncertainty, ambiguity, and limits of knowledge; use of a highly accomplished range of independently selected relevant and appropriate scholarly sources. | The work demonstrates an exceptional ability to deploy established techniques of analysis and enquiry within the discipline; A superior conceptual understanding is evident that enables the work to demonstrate: use of ideas and techniques to devise and sustain arguments and/or solve problems,the ability to describe, synthesise and critique all relevant aspects of current research and scholarship, with a highly nuanced appreciation of the uncertainty, ambiguity, and limits of knowledge; use of a superior range of independently selected relevant and appropriate scholarly sources. |
| Application and practice (30%) This should include evidence of: Development and/or application of managing innovation specific specialist skills | Work demonstrates a limited or no ability to select and apply appropriate models and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer | Work demonstrates an insufficient ability to select and apply appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer | Work demonstrates a sufficient ability to select and apply appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking into account consumer | Work demonstrates an ability to select and apply in a consistent and informed manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking | Work demonstrates an ability to select and apply in a capable and effective manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking | Work demonstrates an ability to select and apply in a highly accomplished manner appropriate methods and techniques (in the context of market entry/option, global trends, specific communications taking | Work demonstrates an ability to select and apply in a highly accomplished and innovative manner appropriate methods and techniques (in the context of market entry/option, global trends, specific |
| Accuracy, coordination, and proficiency in completion of processes Technical skills Presentation of research findings and use of data (Mintel/Passport) | insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn: practical processes attempted but inaccurate;use of an appropriate range of technical skills is not demonstrated in most including key areas presentation of research and findings is not clear or effective | insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn: practical processes attempted but inaccurateuse of an appropriate range of technical, skills is not demonstrated in some key areas presentation of research and findings is often not clear or effective. | insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn: complete practical processes attempted with a degree of independence in sometimes complex and unpredictable situationsuse an appropriate range of technical, skillspresent research and findings, in several formats, and gather, process and interpret data efficiently. | into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn: complete practical processes accurately and independently in sometimes complex and unpredictable situationsconsistently use an appropriate range of technical skillsconsistently present research and findings effectively and appropriately. | into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn: complete practical processes autonomously and with accuracy and coordination in sometimes complex and unpredictable situations;consistently use an appropriate range of highly developed relevant technical skillsconsistently present thorough research and findings perceptively and appropriately. | into account consumer insights and target market) to develop and apply knowledge, and understanding in the context of the chosen case organisation, and in turn: complete practical processes autonomously and with a high degree of accuracy, coordination, and proficiency in sometimes complex and unpredictable situationsconsistently use a full range of highly developed technical skillsconsistently present thorough research and findings perceptively, convincingly, and appropriately. | communications taking into account consumer insights and target market) to develop and apply knowledge and understanding in the context of the chosen case organisation, and in turn: complete practical processes autonomously and with a high degree of accuracy, coordination, and proficiency in often complex and unpredictable situationsconsistently use a full range of exceptional technical skillsconsistently present thorough research and findings perceptively authoritatively, and appropriately. |
| Transferable skills (15%) This should include evidence of: Written, verbal and electronic communicationPersonal motivation, organisation, and time-management | Work demonstrates limited or no ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. | Work demonstrates insufficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. | Work demonstrates a sufficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. | Work demonstrates a consistent and confident ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills –an ability to their learning and work with minimal or no supervision. | Work demonstrates a Highly proficient ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. | Work demonstrates a Highly accomplished ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. | Work demonstrates a exceptional ability to: –communicate information, ideas, problems and solutions accurately and reliably utilising relevant communication skills -an ability to manage their learning and work with minimal or no supervision. |