MKT4223 International and Cross Cultural Marketing
March 25, 2018BHS0027: Strategic Management
March 25, 2018MKT4131 Marketing Strategy, Leadership and Planning
Middlesex University Business School
Marketing, Branding and Tourism Department
In order to foster a deeper understanding of marketing and leadership, you will undertake relevant tasks / assessments / presentations appertaining to industries / companies / brands. There are four elements of assessment for this module (no formal exam) and all assessment grades are accumulative. You must achieve an overall 40/100 (16 grade 16) to pass the module, Assessment Weighting – Coursework: 100%.
Formative will be provided on activities, exercises and case studies undertaken during seminars. Formative feedback on the students’ assessed work will also be provided during designated office hours. Summative assessment consists of four components designed in order to ensure you demonstrate an overall understanding of relevant concepts and techniques as well as the ability to apply and critique them in appropriate contexts. The assessment components are as follows:
- A Group Presentation (10%). For an organisation/segment/market/industry of their choice (as directed by the tutors), students will work in groups (three students per group maximum) to select and justify appropriate tools in order undertake a strategic audit and present their findings (as directed by the tutors). The audit should incorporate an analysis of consumers’ characteristics, motivators and behaviour. This assessment will address learning outcomes 1 and 5.
- Individual Memorandum (20%). Using the key findings from the strategic audit (cw1 above), each student will work individually to write a memorandum to the organisation’s CEO – from an organisation of their choice as noted above. The memorandum should critically evaluate the organisation’s current marketing strategy in relation to its ability to meet consumers’ requirements and exploit major opportunities. In addition, recommend how the organisation will assess the potential benefits/problems that these major opportunities may deliver (2,000 words). This assessment will address learning outcomes 1 and 2.
- An individual Marketing Consultancy Project/Report (40%). Assuming the role of a marketing consultant for the same organisation, you are required to produce a marketing plan that enhances the organisation’s ability to exploit one major opportunity identified though the strategic audit. The plan should include clearly defined SMART objectives and detail justified strategic and tactical changes to the current marketing strategy. The plan should conclude with an evaluation of the resources and control mechanisms required to deliver the suggestions (2,500 words). This assessment will address learning outcomes 3, 6 and 7.
- An individual Essay (30%). Students will assume that they have been tasked by the same organisation to lead the proposed changes to marketing strategy. With this in mind, you are required to produce an essay that evaluates a range of approaches to leadership and identifies and explains successful and effective leadership strategies in relation to marketing implementation. Through an assessment of your own particular leadership style, the essay should conclude with a reflection on how it can be improved and maximised to achieve the desired outcome (1,500 words). This assessment will address learning outcomes 4 and 8.
The table below specifies the associated deadlines:
| Assessment | Deadline |
| C/w1: Group Presentation (10%):
10 mins and 8 ppt slides max. LO 1 & 5 |
Week 11: Thurs 14th Dec 2017
· Electronic copy uploaded onto MyLearning by 6pm |
| C/w2 Individual Memo (20%):
2000 words max (+/- 10%). LO 1 & 2 |
Weeks 13: Thurs 18th Jan 2018
· Hard Copy to Unihelp by 4pm · Electronic copy uploaded onto Turnitin by 6pm |
| C/w3: Individual Project/Report (40%):
2500 words max (+/-10%). LO 3,6, & 7 |
Week 19: Thurs 1st March 2018
· Hard Copy to Unihelp by 4pm · Electronic copy uploaded onto Turnitin by 6pm |
| C/w4: Individual Essay (30%):
1500 words max (+/- 10%). LO 4 & 8 |
Week 24: Thurs 19h Apr 2018
· Hard Copy to Unihelp by 4pm · Electronic copy uploaded onto Turnitin by 6pm |
The above table was correct at time of print. However, it may be subject to change.
Looking at each component of assessment in detail (see overleaf):
- Assessment Guidelines
| C/w 1 – Group Presentation: Analysis of the overall marketing environment in which an organisation operates (10%). |
| · Group Presentation (three students maximum per group), (10%), week 11. The group presentation is to be submitted onto the module’s MyLearning page by the deadline detailed above. More information of the submission will be provided with an email. Failure to do so will result in a reduction in marks.
· A maximum of 8 power point presentation slides to be used – maximum duration of the presentation is 10 minutes. The presentation is to discuss the overall marketing environment in which an organisation operates, as such all group members must participate in the on-line/uploaded presentation (via Kaltura). Failure to do so will result in a reduction in marks. Please ensure you indicate name and student number of group members to your tutor at the commencement of your presentation (visually). Your Task: To undertake a group presentation on the analysis of the overall marketing environment in which an organisation operates (UK based). Select one from the following: · Ice Cream (only) take home and/or impulse · Coffee Shops · Broadband providers (via fixed line only, not mobile operators) Guidelines: · The research, analysis and discussion have to be on the macro and micro-environments. · Evidence of industry lifecycle, competitor analysis, industry conduct /structure / performance, strategic group analysis, value chain et cetera. · As appropriate: size and scope of the industry · Complete a segmentation analysis (in which segment/s do particular firms operate? What are the consumers’ characteristics, motivators and behaviour? Marks are given for: · Logic and well-articulated argument – written and spoken · Appropriate use of theory/concepts – application thereof · Focus, depth and rigour of the analysis · Evidence of independent thought NB: Marks (up to 5%) may be lost if the following categories are defective: · Structure of the presentation (including poor citations and references) · Use of Business English – written and spoken |
| C/w 2: An individual Memorandum (20%) |
| · An individual memorandum pertaining to a specified organisation from your audit undertaken in cw1, 2000 words (week 13). The written memorandum is to be submitted onto Turnitin and handed into Uni HelpDesk by the deadline detailed above. This is not an either or option but both. Failure to do so will result in a reduction in marks. In addition, the assessment should be 1.5 line-spaced, Font 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout. Indicate the word count on the first page and include a reference list at the end (Harvard system) of the document. Ensure the correct module code and title, along with your name and student number is clearly indicated and correct.
Your Task: A critical evaluation of an organisations current marketing strategy
1) Sources of information/data:
Some key issues you may wish to identify and discuss, for example: · Current marketing strategy · General segmentation, particularly by price/needs/brand/usage · Type of buyers · Product/Brand · Competitors · The organisations Key Success Factors · The firms ability to meet consumers’ requirements · Wrap-around product/services, as well as, supporting activities · Value chain · The exploitation of opportunities and minimisation of threats pertaining to your chosen firm
All the above ought to feed into:
Marks are given for: · Logic and well-articulated argument – written · Appropriate use of theory/concepts · Focus, depth and rigour of the analysis – written and spoken · Evidence of independent thought NB: Marks (up to 5%) may be lost if the following categories are defective:
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| C/w 3: Marketing Consultancy Project/Report (40%) – The Marketing Plan |
| The project/report (2500) is to be submitted onto Turnitin and handed into Uni HelpDesk by the deadline detailed above (week 19). This is not an either or option but both. Failure to do so will result in a reduction in marks. The assessment should be 1.5 line-spaced, Font 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout. Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document. Ensure the correct module code and title, along with name and student numbers are clearly indicated and correct.
Your task To build on evidence found in c/w 2, you are required to produce a marketing plan that enhances the organisation’s ability to exploit one major opportunity identified though the strategic audit. Guidelines · Assume the role of a marketing consultant for the same organisation · Produce a marketing plan that enhances the organisation’s ability to exploit one major opportunity identified though the strategic audit. · The plan should include clearly defined SMART objectives · Justified strategic and tactical changes to the current marketing strategy (as noted in cw2). · You are unlikely to be in a position to recommend specific line of action, but it is important that you formulate a clear comparison between the existing strategic path (cw2) and this particular cw. · The plan should conclude with an evaluation of the resources and control mechanisms required to deliver the suggestions · Let the learning map guide you through the steps leading from the internal analysis though a SWOT analysis to the recommendations. Refer to the marking grid to identify the relative importance of the parts of the report. Thus, it is recommend that you use the categories indicated below as a guideline |
Assignment 3 Guideline
Grade (40%)
Objectives of the report (5%)
What you have to produce to satisfy the brief
Strategic Capability (S&Ws) and updating of O&Ts, including KSFs (30%)
of the identified segments –referring to assignment 2 as appropriate
Construction of the SWOT matrix;
To include relative weightings of the factors in the SWOT;
Selection of key strategic issues;
The highest figures, positive or negative in vertical and horizontal margins;
Formulation of strategic objectives, consistent with the key
Strategic issues identified from the SWOT matrix (25%)
Competitive Position, cost leadership vs. differentiation
Direction for the action: Ansoff Matrix;
Internal vs. External methods of development: organic,
collaborative, M&A (15%)
SAFe: Suitability, Acceptability, Feasibility (10%)
Comparison with current strategy
Conclusions, with recommendations if appropriate; if not, explain why
(15%)
See Strategic Marketing Learning Map below:
Strategic Marketing – Learning Map
| THE INDUSTRY,
SEGMENTATION ANALYSIS OF A SEGMENT COMPANY STRATEGIC CAPABILITY SWOT MATRIX IDENTIFICATION OF STRATEGIC OPTIONS EVALUATION OF STRATEGIC OPTIONS COMPARISON WITH CURRENT STRATEGY CONCLUSIONS |
| Identify the industry segments: 1) Buyer’s Needs, 2) Products, 3) Main Competitors, 4) Key Success Factors
3.competitors, 4.distribution channels, 4. KSFs |
| External Analysis
O – T |
| Company’s Strategic Capability Analysis
S – W |
| Summary and prioritisation of strategic issues |
| Does it address the issues prioritised from SWOT? |
| Considering the implications of the critical strategic issues to identify
BASE, DIRECTION, METHOD for marketing strategy development |
Evaluation of key strategic options:
| Profit Targets, Risk, Reputation, Culture |
ASSESS
| Resources and Competences: available? Possible to develop? Or procure? |
Suitability
Acceptability
| COMPARISON WITH CURRENT STRATEGY |
Feasibility
CONCLUSIONS
| C/w 4: Individual Essay (30%) – Leadership Styles |
| The essay (1500 words max) is to be submitted onto Turnitin and handed into Uni HelpDesk by the deadline detailed above (week 24). This is not an either or option but both. Failure to do so will result in a reduction in marks. The assessment should be 1.5 line-spaced, Font 12, Arial, bound with a single staple at the top left hand corner, and referenced appropriately throughout. Indicate the word count on the first page and include a bibliography at the end (Harvard system) of the document. Ensure the correct module code and title, along with name and student numbers are clearly indicated and correct.
Your Task You are tasked by the same organisation to lead the proposed changes to marketing strategy (as noted in cw3). With this in mind you are required to produce an essay:
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7.2 Feedback and Support Sessions
The following table details the assessment briefing and feedback opportunities you will have, as well as, support you will be receive.
| Coursework Briefing | Coursework Feedback |
| · C/w 1 Group Presentation: W/c 23rd Oct 2017 | · C/w 1 Group Presentation: W/c 8th Jan 2018 |
| · C/w 2 Memorandum: W/c 23rd Oct 2017 (on-going) | · C/w 2 Memorandum: W/c 05th Feb 2018 |
| · C/w 3 Project/Report: W/c 22nd Jan 2018 | · C/w 3 Project/Report: W/c 12th Mar 2018 |
| · C/w 4 Essay: W/c 12th March 2018 | · C/w 4 By appointment |
| Additional Support: Surgery Session | |
| To provide an opportunity for you to discuss ‘work-in-progress’ with your tutor, the following surgery dates are available: | |
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The above table was correct at time of print. However, it may be subject to change.
