7052SMM International Dimensions of Marketing
Faculty of Business and Law
Assignment Brief Mode E and R Regulations
| Module Title: | International Dimensions of Marketing |
| Module Code: | 7052SMM |
| Module Leader: | Mark Goodman |
| Assignment Number | CW 1 |
| Assignment Title | Individual Report |
| Assignment Weighting | 15 credit points 100% |
| Release Date: | |
| Submission Date: Submission Time: | 11/4/2023 18:00:00 |
| Submission Place: | Submission through Aula ONLY |
Assessment Information
This assignment is designed to assess learning outcomes:
| LO1. | Critically evaluate the impact of cultural, demographic, ecological, economic, legal, political, social, and technological environments on international marketing activities; |
| LO2. | Demonstrate a critical understanding of consumer behaviour in an international context; |
| LO3. | Demonstrate the ability to address and justify analysis of cross-cultural issues when making international marketing decisions. |
| LO4. | Demonstrate a critical understanding of the specifics in applying marketing theories and tools to different international marketing settings. |
This assignment is an individual assignment.
This assignment requires that you prepare a 3000-word report answering all parts of the following task:
You have been hired as a marketing consultant by the SME company- janey B- http:// https://www.janeyb-premium-british-knitwear.co.uk/ *Note: you are not under any circumstances to contact the company.
The company is currently assessing the opportunity for expanding into an overseas market. You have been tasked to evaluate the situation and decide on a suitable market (country) for the company’s expansion. In order to support your decision, you are asked to prepare a business report to include the following:
**Note: This report will be marked holistically, rather than individual marks for each section. This is because marks will be awarded for synergy- a very important component of report writing. However, the relative importance of each section is indicated by the number next to the section (1 most important; 5 least important)
1. A brief overview of the company and the company’s products, together with the country you have selected for overseas expansion (you should state the key reasons why you’ve selected this country.) (5)
2. Analysis of the most important macro and micro factors that made you decide to target the country mentioned above. You do not need to conduct a full PESTEL and micro analysis but rather focus on a smaller number of key reasons, linked to the environmental scan. (2)
*Important: You cannot choose China, India or Nigeria. Selection of one of these countries will mean an automatic fail.
3. Analysis of cultural issues the company should be aware of and address when entering your chosen country. (4)
4. A critical analysis of the market entry strategy(s) you recommend for the company to adopt to enter your selected country. (3)
5. A discussion justifying which elements of the marketing mix should be adapted or standardized for the new market. (1)
You must include a range of research in all answers; this may include relevant concepts and theories from text books, journal articles, and market research databases such as Mintel, Euromonitor, company or industry sources. The report should be referenced using CU APA Referencing style.
Coursework Tasks
| Task | What to include |
| 1 | Overview of the company and the product that will be analysed |
| 2 | Analysis of most important factors |
| 3 | Cultural issues |
| 4 | Market entry strategy |
| 5 | Marketing mix adaptation and standardisation |
| All | Structure, presentation, coherence Correct use of CU APA style In-text citations List of references Variety of good quality sources used |
Word Count
The word count is 3000 words
There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more. The word limit includes quotations but excludes the bibliography.
How to submit your assessment
The assessment must be submitted by 18.00:00 on 14/4/2023. No paper copies are required. You can access the submission link through the module web.
- Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
- All work submitted after the submission deadline without a valid and approved reason (see extenuating circumstances below) will be given a mark of zero.
- Extenuating Circumstances – The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline. You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
- Students MUST keep a copy and/or an electronic file of their assignment.
- Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on VLE.
Self-plagiarism or reuse of work previously submitted
You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie. It has already been published/ submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.
VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the CU APA Reference Style (on VLE) and use it correctly to avoid a case of plagiarism or cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.