BIRMINGHAM CITY BUSINESS SCHOOL

UNDERGRADUATE/POSTGRADUATE DEGREES

COURSEWORK FRONT SHEET

MODULE TITLE: Level 7 Global Marketing Management

MODULE CODE: MKT7045 – JANUARY 2021

LECTURER: PAUL RADWAY

ISSUE DATE: 21st September 2020

HAND IN/PRESENTATION DATE:

Friday 15th JANUARY 2021 12NOON

HAND BACK DATE: 20 Working days from the submission

handback date: Friday 15th February 2021

The hand in date for Assessments is:

Friday 15th JANUARY 2021 12 noon: MOODLE E-SUBMISSION

Module Learning Outcomes

On successful completion of the module, students will be able to:

Investigate the global marketing environment and review the nature, scope, role and key factors
influencing the global market prospects.
Examine the issues, problems and practices involved when approaching global markets and evaluate
strategic options in the design and implementation of global marketing programmes.

Using a range of theoretical perspectives, critically evaluate the importance of the various elements of
the international marketing mix and marketing strategies adopted by global businesses.

Synthesise the critical aspects of international marketing to identify, produce and inform arguments,
plans and selling issues in the global marketplace.
MBA-
MKT7045 Global Marketing Management
(Level 7) 2020 Coursework (100%)

Prepare a project Report that must include –

A market evaluation of a country other than the U.K. demonstrating thorough

analysis of secondary data (minimum 2000 and maximum 2,500 words, not
including the references and appendices)

1. PEST analysis (25%)

2. A market entry plan for a chosen brand (including positioning

strategy) based on a ‘realistic’ evaluation of the chosen firm’s
characteristics e.g. resource base etc. (25%)

3. The report should also include an explanation of why and how that
expansion would benefit your chosen firm. (25%)

4. You must draw on academic theory to justify your analysis and

proposal. (25%)

All sources of information should be fully acknowledged and properly

referenced. Your attention is drawn to the university regulations on plagiarism
(see marking criteria).
Format of the assignment:

You must adhere to the following:

 Microsoft Word document only

 TYPEFACE: Arial or Helvetica. (These typefaces are easier to read for people

with visual impairment.)

 SIZE: 11 or 12 pt. These sizes are clearly legible. Headings and legend on any

charts or tables may be 9 or 10 pt.

 COLOUR OR BLACK/WHITE ARE FINE.

 PARAGRAPHS: These must be left-aligned. (This is easier to read for people

with dyslexia.)

 SPACING: All text in reports must be double spaced. (In MS Word, press Ctrl and

2 at the same time.) This allows readers to make notes and/or corrections more

easily. Appendices and references may be single-spaced to save on paper.

Note: Caution--Failure to follow this will lead to a reduction in marks of up to

10%

Please note: Tutors will not be reading drafts or providing feedback on

estimated and predicted grades, prior to submission or resubmission

FEEDBACK FORM
Section 1: Student to complete

NAME AND COURSE: MODULE:

REGISTRATION
NUMBER:

Student declaration

I declare that this assignment is my own work, that all sources of reference
are acknowledged in full and that it has not been submitted for any other
module.

Signature: Date:
MARKING CRITERIA
Section 2: Tutor’s Comment and General Assessment

Presentation of Assignment and Clarity of Expression:

Coursework Marking Guide

Marking Criteria: Examiners generic marking support guidelines

KNOWLEDGE 90–100 80–89 70–79 60–69 50–59 40–49 30—39 20–29 10–19 0–9
& Merit Pass Marginal Fail Fail) Fail) Fail
UNDERSTAN Distinctio Distinctio Distinctio Fail
DING n n n

Demonstrate Exception Exception Very good Good Fairly Acceptabl Weak Very Very No
d wider al reading al reading reading of level of level of e level of reading weak weak readi
reading to of a very of a very a wide reading reading reading from non- reading reading ng
inform wide wide range of from largely partly academic from non- from non- evide
critical range of range of related academic from from non- or low- academic academic nt
evaluation related related literature and high- academic academic quality and/or and/or
the target literature literature from a quality and high- and/or sources low- low-
market from a from a set large set sources quality low- quality quality
large set of of clearly sources quality sources, sources,
of different different well- clearly sources not not
different sources sources related to related to (web- related related to
sources with a the the sources) company the
going strong company company or target company
beyond focus on and target and target market and target
the focus the market market market
of the company
target and target
market market
Use of a Exception Excellent Very good Good Adequate Some Major Significan Significan No
critical and al grasp grasp of grasp of grasp of grasp of grasp of deficienci t t appa
evaluative of theoretica theoretica theoretica theoretica theoretica es in deficienci deficienci rent
approach for theoretica l/conceptu l/conceptu l/conceptu l/conceptu l/conceptu theoretica es in es in evalu
assessing l/conceptu al and al and al and al and al and l/conceptu theoretica theoretica ation
the target al and practical practical practical practical practical al and l/conceptu l/conceptu
market in practical elements. elements. elements. elements. elements. practical al and al and
the context elements. Excellent Very good Good Good Reasonab elements. practical practical
of the Outstandi interpretat interpretat interpretat interpretat le Poor or elements. elements.
chosen ng ive and ive and ive and ive and interpretat absent Poor or Poor or
company. interpretat applicatio applicatio applicatio applicatio ive and interpretat absent absent
ive and n skills, n skills, n skills, n skills, applicatio ive and interpretat interpretat
applicatio omitting employing using successfu n skills, applicatio ive and ive and
n skills not all selected lly using successfu n skills applicatio applicatio
resulting important selected literature most of lly using weakly n skills n skills
in original theoretica literature. to assess the some of relating to with little with no
ideas l areas. the target selected the selected relation to apparent
when market. literature. presented literature selected relation to
assessing literature. literature. selected
the target literature.
market.
Application Excellent Excellent Very good Good Fairly Fairly Weak Very Very little No
of applicatio applicatio applicatio applicatio good weak applicatio weak discussio appli
knowledge n of n of n of n of applicatio applicatio n of applicatio n with no catio
to make knowledg knowledg knowledg knowledg n of n of knowledg n of real n to
recommend e gained e gained e gained e gained knowledg knowledg e gained knowledg knowledg mark
ations for in the in the in the in the e gained e gained in the e gained e. et
market entry analysis analysis analysis analysis in the in the analysis in the Discussio entry
to issues to issues to issues to issues analysis analysis to issues analysis n based result
around around around around to issues to issues around to issues entirely ing
market market market market around around market around on view-
entry of entry of entry of entry of market market entry of market points of
chosen chosen chosen chosen entry of entry of chosen entry of the
company. company. company. company. chosen chosen company. chosen author
Discussio Discussio Discussio Discussio company. company. Discussio company.
n results n results n results n results Discussio Discussio n results Discussio
 in creative in in well- in well- n results n results in largely n results
recomme excellent supported supported in mostly in mostly unsupport in
ndations recomme recomme recomme supported unsupport ed unsupport
logically ndations ndations. ndations recomme ed recomme ed
drawing logically which ndations recomme ndations recomme
together drawing may omit which ndations which ndations
examples together some may omit which omit which
and examples smaller some omit some omits
theoretica and issues. issues. some important most
l theoretica issues. issues. issues.
knowledg l
e. knowledg
e.
Application Excellent Excellent Very good Good Fairly Fairly Weak Very Very little No
of applicatio applicatio applicatio applicatio good weak applicatio weak discussio appli
knowledge n of n of n of n of applicatio applicatio n of applicatio n with no catio
to make knowledg knowledg knowledg knowledg n of n of knowledg n of real n to
recommend e gained e gained e gained e gained knowledg knowledg e gained knowledg knowledg mark
ations for in the in the in the in the e gained e gained in the e gained e. eting
marketing analysis analysis analysis analysis in the in the analysis in the Discussio mix
mix to issues to issues to issues to issues analysis analysis to issues analysis n based decis
adaptations/ around around around marketing to issues to issues around to issues entirely ions
standardisati marketing marketing marketing mix around around marketing marketing on view- for
on decisions mix mix mix decisions marketing marketing mix mix points of the
decisions decisions decisions for the mix mix decisions decisions the new
for the for the for the new decisions decisions for the for the author targe
new new new target for the for the new new t
target target target market. new new target target mark
market. market. market. Discussio target target market. market. et.
Discussio Discussio Discussio n results market. market. Discussio Discussio
n results n results n results in well- Discussio Discussio n results n results
in creative in in well- supported n results n results in largely in
recomme excellent supported recomme in mostly in mostly unsupport unsupport
ndations recomme recomme ndations supported unsupport ed ed
logically ndations ndations. which recomme ed recomme recomme
drawing logically may omit ndations recomme ndations ndations
together drawing some which ndations which which
examples together smaller may omit which omit omits
and examples issues. some omit some most
theoretica and issues. some important issues.
l theoretica issues. issues.
knowledg l
e. knowledg
e.
Identification Exception Excellent Very good Good Adequate Some Poor Very poor Poor No
of (past) al and integratio integratio integratio integratio integratio quality of quality of quality of integr
industry outstandi n of past n of past n of past n of past n of past integratio integratio integratio ation
cases to ng cases and cases and cases and cases and cases and n of past n of past n of past of
further justify integratio examples examples examples examples examples cases and cases and cases and past
your n of past from from from from from examples examples examples case
recommend cases and industry industry industry industry industry from from from s and
ations examples to support to support to support to support to support industry industry industry exam
regarding from and justify and justify and justify and justify and justify to support to support to support ples
market entry industry internatio internatio internatio internatio internatio and justify and justify and justify from
strategy and to support nal nal nal nal nal internatio internatio internatio indus
marketing and justify marketing marketing marketing marketing marketing nal nal nal try to
mix strategy. internatio case. case. case. case. case. marketing marketing marketing supp
nal Cases case. case. case. ort
marketing may not Cases are Cases do Cases are and
case. be a good not a not fit no fit for justify
fit. good fit company company intern
for the (sector) or sector ation
chosen market and al
company/ market mark
market. eting
case.

Logical Outstandi Very Strongly Professio Appropria Reasonab Poor and Poor and Poor and Illogi
presentation ng professio professio nal and te delivery ly inadequat inadequat inadequat c or
with clear professio nal and nal and appropriat and appropriat e delivery e delivery e delivery very
flow of ideas nal and appropriat appropriat e delivery language. e delivery and and and ambi
and appropriat e delivery e delivery and s mainly and language language language guou
supportive e delivery and and language accurate language. is used is used making s text
evidence. and language language is used but poorly. very text provi
language is is very consistent with poorly ambiguou ding
is accurate. accurate. ly inaccuraci s or little
accurate. accurate es and illogic. infor
inconsiste Referenc matio
ncies es largely n
missing. beyo
nd
gene
ral
view
point
s.
Citati
ons
missi
ng
comp
letely
.
Summary Marking Criteria: Examiners generic marking
support guidelines

Excellent Good Pass Pass Marginal Fail

Pass 70-100% 60- 69% Merit 50-59% Pass Fail 0-39 % Fail
Distinction 40-49%
Presentation Presentation Presentation Presentation Presentation is
shows a polished, carefully and satisfactory shows an attempt disorganized.
coherent structure. logically showing to organize in a Purpose and
Thoughts and organized. organization and logical manner. meaning of
ideas are clearly Thoughts and coherence. Meaning assignment is
expressed. Fluent ideas clearly Language apparent, but unclear and/or is
academic writing expressed. mainly fluent. language not poorly organized.
style.  always fluent.
   
Attention to the Purpose of the Assignment:
Has addressed the Has addressed
purpose of the the purpose of the Some of the
assignment assignment Has addressed answer responds Answer fails to
comprehensively coherently and the purpose of to the purpose of address the
and imaginatively. with some attempt the assignment. the question. question set.
 to demonstrate
imagination.  
 

Critical analysis of literature/theory

The assignment
demonstrates Clear application Demonstrates Limited evidence Lacks critical
application of of theory through some critical of critical analysis of theory.
critical analysis. critical analysis of analysis of analysis. Purely descriptive.
Arguments are well the topic area. relevant theory. Tendency
integrated.  towards 
  description.


Illustrations: Use of examples/evidence

Appropriate Some use of Some use of A little use of Very little use of
examples are fully examples. Well examples. examples. Little examples. No
and reliably integrated and Some integration integration and evaluation.
integrated and evaluated. and evaluation evaluation.
evaluated.  attempted.  
 

Conclusions/Implementation:
Analytical and clear Good Some evidence
conclusions well- understanding of the conclusion Limited None or
grounded in theory shown in being supported conclusions only unsubstantiated
and literature summary of by theory / partially grounded conclusions.
showing reflection arguments based literature. in theory /
upon key issues. in theory/literature. literature. 
 ……  

 Comments:

Tutor Marking this Grade Awarded

Assignment

PAUL RADWAY

HUI WANG- ET AL

Date of marking