International Marketing Management

New by Prof Kondi
ELECTRONIC ASSIGNMENT COVERSHEET

 

 

 

Course/Unit Information
Course Extended Diploma in International Business and Strategy
Course Code GP39 04
Unit Name International Marketing Management
Unit Code HX40 04

 

 

Instructor Information
Name  

 

 

Assignment Information
Schedule Code  
Full/ Part Assignment Full Assignment
Date Assignment Issued Click or tap to enter a date.
Date Assignment Due Click or tap to enter a date.

 

 

Student Information

(To be filled by the student prior submitting the assignment)
Name  
Student ID  
Email  

 

 

 

 

Your assignment should meet the following requirements. Please confirm this by ticking the boxes before submitting your assignment

  The first page is completely labeled with my name, instructor name and assignment information.
  I have completed and ticked the declaration page.
  The contents of my assignment have been submitted to Turnitin and I have downloaded the report.
  I have strictly followed Harvard Referencing Style and Citations.

 

 

STUDENT DECLARATION

 

I hereby confirm that this assignment is my own work and not copied or plagiarized. It has not previously been submitted as part of any assessment for this qualification. All the sources, from which information has been obtained for this assignment, have been referenced as per Harvard Referencing format. I further confirm that I have read and understood the Westford rules and regulations about plagiarism and copying and agree to be bound by them.

 
Declaration Date of Submission
 

Tick the box to agree

 Click or tap to enter a date.

 

 

 

 

 

 

 

LEARNING OUTCOMES AND ASSESSMENT FEEDBACK

 

Name of the Assessor  
     
Module Code & Title HX40 04 International Marketing Management
  Module Learning Outcomes
LO1 Analyse the changing business environment(s) globally and how they pose challenges to marketing management functions in organisations.
LO2 Develop marketing plans with application of appropriate marketing models, tools, and techniques.
LO3 Evaluate the processes involved in brand management and how they influence consumer behavior.
LO4 Decide how to launch new products/services in a dynamic global marketplace.
Assessment Types Marks Marks Achieved
Organizational Study (Project Format)
Executive Summary & Introduction 15  
Situational Analysis 15  
Entry Strategies 15  
New Product Development 30  
Brand Management 15  
Recommendations & Conclusion 10  
Overall Score 100  
Overall Grade   Click or tap to enter a date.

 

 

 

 

Summative Feedback:

 

Overall Feedback on current work with emphasis on how the student can further improve in future.

  

 

 

 

 

 

 

 

 

 

 

 

 

The following grading criteria will be applicable for the course, Executive Diploma in International Business and Strategy:

 

 

Marks Grade
70 to 100 A – Distinction
60 to 69 B – Merit
50 to 59 Pass
40 to 49 Fail with Resubmit
0 to 39 Fail with Retake

 

 

GENERAL GUIDELINES

(Please read the instructions carefully)

 

1. Complete the title page with all necessary student details and ensure that the signature of the student is marked in the declaration form.

 

1. All assignments must be submitted as an electronic document in MS Word to the LMS (Use 12 Times New Roman script).

 

1. All assignments must be submitted with an accompanying Turnitin report.

 

1. Assignment that is not submitted to the LMS by the prescribed deadline will be accepted ONLY under the REDO and RESIT submission policy of Westford.

 

1. The results are declared only if the student has met the mandatory attendance requirement of 75% and/or a minimum of 50% under extenuating circumstances approved and ratified by the Academic Director. The student has to repeat the module (with additional fees applicable) if the attendance is below 50%.

 

1. The assignment should not contain any contents including references cited from websites like www.ukessays.com, www.studymode.com, www.slideshare.net, www.scribd.com.

 

1. Students can refer Wikipedia as a source of information, but the references cited in Wikipedia must be mentioned.

 

1. Submit the assignment in a MS Word document with the file name being:

First Name Last Name_ abbreviation of the subject.

Example: John Smith_IMM

Quick reference Checklist for the Faculty/Instructor to accept/reject the assignment before evaluation:

 

  Adherence to the deadline of submission date.
  Original file, cover sheet and format retained.
  Student information and signature intact.
  Font style and size used as instructed.
  Harvard Referencing Style is strictly followed.

 

 

Assignment  

International Marketing Management

 
Learning Outcome 1: Analyse the changing business environment (s) globally and how they pose challenges to marketing management functions in organisations.

 

1. PC 1.1: Critically discuss the local, national, and regional marketing approaches used by the organisation

1. PC 1.2: Research possible international market entry methods and evaluate the benefits of each in relation to the organisation

1. PC 1.3 Critically evaluate the influence the changing business environment on the marketing management functions of the organisation

 

Learning Outcome 2: Develop marketing strategies with application of appropriate marketing models, tools, and techniques.

 

1. PC 2.1: Critically discuss how the selection for international market will be made using marketing theories and principles.

1. PC 2.2: Apply tools and techniques to inform entry methods into international market.

1. PC 2.3: Develop on entry criteria for the international market for the organisation.

 

Learning Outcome 3: Evaluate the processes involved in brand management and how they influence consumer behaviour.

 

1. PC 3.1: Critically discuss the principle theories of brand management in relation to the consumer decision process and apply to the organization you are working with.

1. PC 3.2: Analyse the psychological and sociological factors influencing consumer behaviour and decision making.

1. PC 3.3: Formulate a strategy, based on your research, for the organisation’s product brand management in the international marketplace.

 

Learning Outcome 4: Decide how to launch new products/services in a dynamic global marketplace.

 

1. PC 4.1: Critically evaluate the strengths and weaknesses of the organisation’s new product development process.

1. PC 4.2: Make recommendations for a marketing strategy that will expand the business in the international market.

1. PC 4.3: Create an international marketing plan for the launch of a new product/service.
Assignment Task Report [100 Marks] [4000-5000 Words]
Read the following Scenario and prepare a Report with the guidelines provided.
Scenario:

 

You can choose any organisation that you have sufficient first-hand knowledge of, preferably where you are working currently or have worked in the past, or an example organization that you have chosen for the purposes of this assignment. This may be a family business, a multi-national organisation, a college or university, or any other organization that lends itself to discussion and analysis.

 

You are expected to prepare a MARKETING PLAN that includes your organization’s launch of new products/services as part of the international expansion plan.
The Marketing Plan should contain the following:

 

1. Executive Summary: You should summarise your entire case study briefly (no more than one page of A4 paper). This should outline the key messages and be prepared in a format that would be suitable for presentation to the senior management team of the example organization. [5 Marks]

 

2. Introduction: You should introduce your organization of choice, giving details about its size, its product offering including any branding, and the market(s) in which it currently operates. You will also critically discuss the local, national, and regional context of marketing approaches employed by your chosen organization. [10 Marks]

 

3. Situational Analysis: Conduct a SWOT and PESTLE Analysis and the outputs of this analysis will be used to synthesize ideas and develop the entry criteria strategies you wish to adopt for the international market of your chosen organization. [15 Marks]

 

4. Entry Strategies: You must identify at least two possible international entry methods that can be used by your organization. You should evaluate the benefits of each method to the organisation in terms of indicators such as forecasted market share, targeted market segment or possible mergers or acquisition. You must then critically evaluate the influence of the changing business environment on the marketing priorities and marketing management functions of the organisation. [15 Marks]

 

5. New Product Development: Assess and evaluate at least 3 strengths and at least 3 weaknesses of the new product development process in your chosen organization and devise an international marketing strategy using Ansoff Matrix that will help expand the business in the international marketplace. You should then include timescales, budget analysis and audit mechanisms for completion and the area of the business responsible for the action. [30 Marks]

 

6. Brand Management: Critically discuss Keller’s brand equity model and apply to your organisation’s products. Thereafter, conduct research into at least two psychological and sociological factors influencing consumer decision making and develop a branding strategy based on your research and data analysis. The strategy should propose forecasted responses and the conversion rate of prospective consumers. [15 Marks]

 

7. Recommendations and Conclusion: Finally, summarise and discuss all the acquired findings and analysis and provide a conclusion. Communicate the recommendations for adequate marketing strategy for the chosen organization to expand the business in the global market. [10 Marks]
Performance Descriptors

Performance descriptors indicate how marks will be arrived at against each of the above criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated.

Performance Criteria (70-100%)

Work of an outstanding, excellent & v. good standard (*)

 (60-69%)

Work of a good standard.

 (50-59%)

Work of a pass standard.

 D (40-49%)

Fail

 E (0-39%)

Fail
Executive Summary & Introduction

(15%)

 

 A critical overview with the help of Executive Summary.

Introduction should explicitly bring out local, national, and regional context of marketing management practices in the organization, with appropriate references from good academic sources.

 A synthesized overview of the Executive Summary, where good use of existing academic work and evaluation of main work is given out coherently.

Introduction should bring out good relevant local, national, and regional context of marketing management practices in the organization.

 A reasonable overview of the Executive Summary, where satisfactory summary is given of the whole produced work.

Introduction should bring out satisfactorily the local, national, and regional context of marketing management practices in the organization.

 Limited overview of Executive Summary.

Introduction is not satisfactorily bringing out the local, national, and regional context of marketing management practices in the organization.

 Confused overview of Executive Summary.

 

Introduction is very sketchy and does not satisfactorily bringing out the local, national, and regional context of marketing management practices in the organization at all.
Situational Analysis (15%)

 

 Critical analysis done well in respect to application of SWOT and PESTLE models and the outputs of this analysis will be used to synthesize ideas and develop the entry criteria strategies you wish to adopt for the international market of your chosen organization.

 

 Good analysis done well in respect to application of SWOT and PESTLE models and the outputs of this analysis will be used to synthesize ideas and develop the entry criteria strategies you wish to adopt for the international market of your chosen organization.

strategies of chosen organization.

 Some analysis done in respect to application of SWOT and PESTLE models and the outputs of this analysis will be used to synthesize ideas and develop the entry criteria strategies you wish to adopt for the international market of your chosen organization.

models to develop basic entry criteria strategies of chosen organisation.

 No evaluation of SWOT and PESTLE models and the outputs of this analysis are not used to synthesize ideas and develop the entry criteria strategies you wish to adopt for the international market of your chosen organization.

 

 Limited analysis of a superficial nature only lacks any attempt at analysis, relying on description instead. Poor discussion of marketing strategy.
Entry Strategies, Brand Management & New Product Development (60%)

 

 An ability to successfully synthesize theoretical issues into practice and evaluate the possible implications and lessons of brand management and new product development. Ideas are presented in a succinct manner and conclusions are well reasoned which have relevance to the scenario. The work demonstrates a willingness to question and to explore issues and to synthesize theoretical perspectives and practical application within chosen case context of brand management and new product development. Some meaningful well-reasoned conclusions and attention given to lessons learned which have relevance to the scenario. The work demonstrates a competence to explore issues and to synthesize theoretical perspectives and practical application within chosen case context of brand management and new product development. Some helpful conclusions and acknowledgement of lessons learned. There may be little evidence of an ability to apply theoretical principles to the case scenario or a wider context of brand management and new product development. Conclusions unrelated to the scenario. Lessons learned either superficial or lacking. No application of theoretical principles to the case scenario or a wider context of brand management and new product development. Conclusions unrelated and confused or illogical and unsubstantiated. Lessons learned either superficial or lacking. Possibly no real attempt to address assignment brief in respect of actual questions asked.
Recommendations & Conclusion (10%) Well-organised, logical, fully supported by evidence, conclusions clear and arise from results/discussion; practical and feasible, with clear consideration of marketing issues. Recommendations driven by good deductions from findings. Well-organised, logical, supported by evidence, conclusions fairly clear and arise from results & discussion; practical and feasible, with clear consideration of marketing issues. Recommendations driven by decent deductions from findings. Reasonably well-organised, logical, generally supported by evidence, conclusions fairly clear and arise from results & discussion; practical and feasible, with unclear or weak consideration of marketing issues. Recommendations not always driven by good deductions. Poor organisation; gaps in reasoning; some obvious conclusions omitted for the list; other conclusions not especially driven by the findings but from ‘common sense’. No real implications and recommendations weak and incoherent.

 

 

 

 Assertions little related to evidence, frequently illogical or arbitrary; conclusions if presented are disorganized; alternatives not considered; no real understanding of the need to draw conclusions, implications, and recommendations from results.

 

 

 

 

 

image1.jpg

image2.jpg