SIM336 – STRATEGIC MANAGEMENT
March 21, 2018MKT4131 Marketing Strategy, Leadership and Planning
March 25, 2018
MKT4223 International and Cross Cultural Marketing
Middlesex University Business School
Marketing, Branding and Tourism Department
There are three assessment components in this module: Individual Essay, Group Report and Group Presentation
The table below specifies the associated deadlines:
| Assessment | Deadline |
| Individual Essay (40%) | (Week-6) 1 March 2018 |
| Group Report (50%) | (Week-11) 9 April 2018 |
| Group Presentation (10%) | Week-11 |
We now look at each component of assessment in detail.
- Assessment I (Individual Essay)
The following table provides an overview of the assessment requirements.
| Overview of Individual Essay | |
| Description of Coursework | This is an individual essay where you will apply the cultural theory;
What do you mean by the word Culture in terms of International Marketing? What is the role of culture in international marketing? Please support your answer with some examples. |
| Word count | 2000 words (+/- 10%). |
| Audience and role of author | It is going to be an academic work |
| Learning outcomes | The assignment will help students to demonstrate an understanding of business practices and cultures in developed and developing economies, and assess the opportunities and problems faced when marketing in these economies.
It will help to critically analyse the influence of cultural variables on buyer behaviour, communication and negotiation styles across national borders; and also to demonstrate critical thinking and analysis skills in different circumstances; Learning outcome Knowledge point 1,2 and skill 1 and 2 would be achieved through this assignment. |
| Format | Students should use font size 12, Arial and 1.5 line spacing bound with a single staple at the top left hand corner of the work. |
| References | Referencing should be done by using Harvard Referencing style. Students can use http://www.citethemrightonline.com. |
| Assessment Criteria | Students can find the assessment criteria for the assessment in the module handbook. Please refer to assessment criteria or the feedback form on page no.18 of module handbook |
| Suggested Resources | Students should use socio cultural environment for international marketing. Please refer to the lecture slides 1 and 2.You are also expected to use online resources like books, journal articles, newspapers for referencing. |
| Submission Details | All students need to submit:
(a) One electronic copy of your Individual Essay via MyUnihub by 9 pm on Thursday 1 March 2018 (b) A hard copy should also be submitted to the UniHelp desk in the Sheppard library by 4 pm on Thursday 1 March 2018. This is not an either/or option for submission, but BOTH – online & hard copy submissions are MUST. |
| Due date | 01/03/2018 |
The following table details the support you will be receiving for this assignment and the feedback opportunities you will have.
| Support and Feedback sessions for Individual Essay |
| Coursework Briefing
The individual essay briefing will take place during seminar in week 4 which is week commencing 12 February 2018. |
| Sample Assignments
During week 4 in seminar you will be shown a sample assignment. |
| Feedback Opportunities
Students will be given feedback during seminars in week -4, in addition to that they can email their query via emails or see the module tutor during office hours with prior appointments. |
| Additional Support
Please use this space to specify any additional support student can utilise. This could refer to: LET general workshops/feedback sessions |
| Feedback on Grade
Grades will be put on My Unihub module page. |
The following table provides an overview of the assessment requirements.
- Assessment II (Group Report)
| Overview of Group Report | |
| Description of Coursework | Students are required to write a report discussing and evaluating segmenting and targeting customers and forecasting consumer behaviour in international markets with appropriate recommendations. Students should form a group of 4 students maximum. Students need to create a READY MEAL brand on their own as a group. They are not allowed to select an existing brand name. They need to describe and justify target market for a home country and a host country along with entry mode strategy and create marketing mix for both in their group report. You need to think about ethical issues that may arise as well in your discussion. |
| Word count | 3500 words (+/-10%). |
| Audience and role of author | It is a kind of consultative group work |
| Learning outcomes | – Demonstrate an understanding of business practices and cultures in developed and developing economies, and assess the opportunities and problems faced when marketing in these economies.
– Critically evaluate and select potential markets and global market entry strategies; – Critically analyse the ethical issues arising from marketing across borders – Demonstrate critical thinking and analysis skills in different circumstances; – Appreciate the role of increased complexity and uncertainty in marketing strategy formulation and implementation marketing strategy across different cultures; • – Present a range of problem-solving solutions which are informed by relevant theories, conceptual frameworks, and data; Learning outcome Knowledge 1,2,3 ,4, and 5 and Skills 1,2,3 will be achieved with this assessment |
| Format | For Group Report students should use font size 12, Arial, and 1.5 line spacing bound with a single staple at the top left hand corner. The front cover of Group Report should clearly state student’s name and student number, module title and number, seminar tutor, time and day of seminar and word count. |
| References | Please use Harvard referring style. Students can use http://www.citethemrightonline.com. |
| Assessment Criteria | Describe where students can find the assessment criteria in module handbook page no.19 and 20 |
| Suggested Resources | Students can use lecture slides 2,3,4,5,6,7,8,and 9 |
| Submission Details | a) One electronic copy of the Group Report via MyUnihub by 9 pm on Monday 9 April 2018
(see in this handbook for instructions on how to submit your work electronically). b) A hard copy of the Group Report should also be submitted to the UniHelp desk in the Sheppard library by 4 pm on Monday 9 April 2018 This is not an either/or option for submission, but BOTH – online & hard copy submissions are MUST. |
| Due date | 09/04/2018 |
The following table details the support you will be receiving for this assignment and the feedback opportunities you will have.
| Support and Feedback sessions for Group Report |
| Coursework Briefing
The assessment brief will take place during seminar in week-8.All detailed information will be given during this session. |
| Sample Assignments
You will be shown the sample of this assignment during seminar in week-8 |
| Feedback Opportunities
Students will be given feedback during week-8 for their work in progress. Students can email the module tutor or see tutor in person if they need more detailed feedback. |
| Additional Support
Students can get additional support via: LET general workshops/feedback sessions |
| Feedback on Final Grade
Grades will be available on My Unihub. Please keep checking your Unihub account. |
- Assignment III (Group Presentation)
| Overview of Group Presentation | |
| Description of Coursework | This is a group presentation based on group report. |
| Word count | Students need to include summary of their group report in five slides only |
| Audience and role of author | Role of authors should be consultative |
| Learning outcomes | Students should submit five power point slides summarising their group report, they will achieve learning outcome
-Demonstrate an understanding of business practices and cultures in developed and developing economies, and assess the opportunities and problems faced when marketing in these economies. – Critically evaluate and select potential markets and global market entry strategies; – Critically analyse the ethical issues arising from marketing across borders – Demonstrate critical thinking and analysis skills in different circumstances; – Appreciate the role of increased complexity and uncertainty in marketing strategy formulation and implementation marketing strategy across different cultures; – Present a range of problem-solving solutions which are informed by relevant theories, conceptual frameworks, and data; Learning outcome Knowledge 1,2,3,4 and 5 and Skills 1,2, and 3 will be achieved through this assessment.
|
| Format | Students should use font size 18 in main points in slides |
| References | Students should use Harvard referencing. Students can use this web link- http://www.citethemrightonline.com. |
| Assessment Criteria | Students can use the assessment criteria given in the module handbook on page no.21 and 22 |
| Suggested Resources | Student can refer to briefing session lecture slides put on the my unihub |
| Submission Details | Students need to submit one hardcopy per group to tutor during week-11 in seminar and also you need to submit your recorded presentation in a CD. |
| Due date | Week-11 |
| Support and Feedback sessions for Group Presentation |
|
Coursework Briefing The assessment brief will take place during seminar in week-8.All detailed information will be given during this session. |
|
Sample Assignments You will be shown the sample of this assignment during seminar in week-8 |
|
Feedback Opportunities Students will be given feedback during week-8 for their work in progress. Students can email the module tutor or see tutor in person if they need more detailed feedback. |
|
Additional Support Students can get additional support via LDU general workshops/feedback sessions |
|
Feedback on Final Grade Final grade will be available on my unuhub |
