MKT7004 International Marketing | My Assignment Tutor

Page 1 of 7MKT7004International MarketingFormal ReportDate for Submission: Please refer to the timetable on ilearn.(The submission portal on ilearn will close at 14:00 UK time on thedate of submission)Page 2 of 7[739]Assignment BriefAs part of the formal assessment for the programme you are required tosubmit an International Marketing assignment. Please refer to your StudentHandbook for full details of the programme assessment scheme and generalinformation on preparing and submitting assignments.Learning Outcomes:After completing the module you should be able to:1. Identify and analyse trends within the marketing environment.2. Assess the effectiveness of various tools for gathering marketing information.3. Critically analyse the main approaches to international marketing.4. Identify and critically analyse information needed to establish and implementeffective global marketing decisions, policies and strategies.5. Develop, evaluate and justify appropriate international marketing strategies for amix of different economies and organisations.6. Critically evaluate the appropriateness of e-business strategies7. Responsible Global Citizenship: Understand global issues and their place in aglobalised economy, ethical decision-making and accountability. Adopt selfawareness, openness and sensitivity to diversity in culture.Your assignment should include: a title page containing your student number, themodule name, the submission deadline and a word count; the appendices if relevant;and a reference list in Arden University (AU) Harvard format. You should address allthe elements of the assignment task listed below. Please note that tutors will use theassessment criteria set out below in assessing your work.Maximum word count: 5000 wordsPlease note that exceeding the word count will result in a reduction in gradeproportionate to the number of words used in excess of the permitted limit.Page 3 of 7[739]Assignment TaskBackgroundIn your role as an International Marketing Consultant you have been approached bythe owner of Sentilental (note: this is a fictitious company). Sentilental are a smallmanufacturer of healthy snack foods (assume they are based in the country youreside in). They produce a range of low fat, vegan snacks. From small beginnings,they won a food innovations award and were awarded a contract to supply a nationalfood retailer.They currently have sales of £1.2m per annum (or the equivalent in your country’scurrency). The company realizes that there are opportunities to grow their businessby expanding to overseas countries but require some expert advice before decidingwhere to expand and how. Because of your relevant marketing knowledge, you havebeen approached by the owner to help the company with the following:Task 1In your role as an International Marketing Consultant select two potential, contrastingoverseas markets and discuss the differences likely to be encountered in expandingfrom the home market. One of these should be a developing (or LMIC (low-middleincome country) market, as defined in the 2019 World Population Review(, 2019). For this you are required to conduct a PESTELanalysis. Comment on how you have gathered the material to inform your choicesand highlight the key trends in the marketing environment using appropriate theoryand academic models, for example Porter’s Five Forces.Learning Outcomes: 1 and 2(20% of the total grade)Word Guide: 1000 wordsTask 2In critically analysing the main approaches to expanding Sentilental’s internationalbusiness, you are required to evaluate three different market entry strategies theymight consider utilising. Recommend one and justify why this is their bestopportunity.Learning Outcomes: 3, 4 and 5(40% of the total grade)Word Guide: 2000 (2019). [online] Available at: [Accessed 7 Nov.2019].Page 4 of 7[739]Task 3Develop a full marketing plan for Sentilental – using both traditional and digitalmarketing tools – for one of the markets discussed in Q1. In addition, you shouldcomment on the strategies you will employ to optimise the organisation’s stance onglobal citizenship and ethical behaviour.Learning Outcomes: 5, 6 and 7(40% of the total grade)Word Guide: 2000 wordsPage 5 of 7[739]Formative FeedbackYou have the opportunity to submit a one page executive summary of yourassignment to receive formative feedback.The feedback is designed to help you develop areas of your work and it helps youdevelop your skills as an independent learner.Your work must be submitted to the module tutor no later than two weeks prior tothe submission deadline. This is to allow time for you to reflect on the feedback anddraft your final submission.Formative feedback will not be given to work submitted after the above date.Guidelines:You MUST underpin your analysis and evaluation of the key issues with appropriateand wide ranging academic research and ensure this is referenced using the AUHarvard system.The My Study Skills Area on iLearn contains useful resources relating to referencing.You must use the AU Harvard Referencing method in your assignment.Additional notes:Students are required to indicate the exact word count on the title page of theassessment.The word count excludes the title page, tables, figures, diagrams,footnotes, reference list and appendices. Where assessment questionshave been reprinted from the assessment brief these will also be excludedfrom the word count. ALL other printed words ARE included in the wordcount See ‘Word Count Policy’ on the homepage of this module for moreinformation.Page 6 of 7[739]Submission GuidanceAssignments submitted late will not be accepted and will be marked as a 0%fail.Your assessment should be submitted as a single Word (MS Word) or PDF file. Formore information please see the “Guide to Submitting an Assignment” documentavailable on the module page on iLearn.You must ensure that the submitted assignment is all your own work and that allsources used are correctly attributed. Penalties apply to assignments which showevidence of academic unfair practice. (See the Student Handbook which is on thehomepage of your module and also in the Induction Area)Page 7 of 7[739]Assessment Criteria (Learning objectives covered – all) Level 7 is characterised by an expectation of students’ expertise in their specialism. Students are semi-autonomous, demonstrating independence in the negotiationof assessment tasks (including the major project) and the ability to evaluate, challenge, modify and develop theory and practice. Students are expected todemonstrate an ability to isolate and focus on the significant features of problems and to offer synthetic and coherent solutions, with some students producing originalor innovative work in their specialism that is potentially worthy of publication by Arden University. A clear appreciation of ethical considerations (as appropriate) is alsoa prerequisite.GradeMarkBandsGeneric Assessment CriteriaDistinction70%+Excellent analysis of key issues and concepts/. Excellent development of conceptual structures and argument, making consistent use ofscholarly conventions. Excellent research skills, independence of thought, an extremely high level of intellectual rigour and consistency,exceptional expressive / professional skills, and substantial creativity and originality.Excellent academic/intellectual skills. Work pushes the boundaries of the discipline and demonstrates an awareness of relevant ethicalconsiderations. Work may be considered for publication by Arden universityMerit60-69%Very good level of competence demonstrated. High level of theory application. Very good analysis of key issues and concepts.Development of conceptual structures and argument making consistent use of scholarly conventions. Some evidence of original thoughtand a general awareness of relevant ethical considerationsPass50-59%A satisfactory to good performance. Basic knowledge of key issues and concepts. Generally descriptive, with restricted analysis of existingscholarly material and little argument development. Use of scholarly conventions inconsistent. The work lacks original thought. Someawareness of relevant ethical considerations.Satisfactory professional skills (where appropriate).MarginalFail40-49%Limited research skills impede use of learning resources and problem solving.Significant problems with structure/accuracy in expression. Very weak academic / intellectual / professional skills.Limited use of scholarly conventions.Errors in expression and the work may lack structure overall.Fail39% andbelowA poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and ethical considerations.Little evidence of research skills, use of learning resources and problem solving.Major problems with structure/ accuracy in expression.Professional skills not present.Very weak academic / intellectual / professional skills.No evidence of use of scholarly conventions


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