Unit 40 International Marketing CECOS College

October 14, 2019 0 Comments

ASSIGNMENT BRIEF

Unit40: International Marketing

BTEC Higher National Diploma in Business

QUALIFICATION: PEARSON BTEC HND IN BUSINESS
Unit 40: International Marketing
Unit code: R/508/0599	Unit type: Optional
Unit level: 5	Credit value: 15
TQT: 150
Assessor / Tutor: Fayyaz Alam	Internal Verifier: Muhammad Ismail
Assignment Approval Date: 13th Aug 2019	Date issued to students: 16th Sep 2019
Draft Submission Date: 21st Oct 2019
Final Submission Date: 14th Dec 2019

Centre Code: 01018

Contents

Module Information. 3

Aims & Objectives of the Module. 3

Learning Outcomes: 3

Essential Unit Contents 4

Assignment Tasks 6

TASK 1. 6

Learning outcomes 6

Business Case / Scenario Covering LO1& LO2. 6

Submission Format 7

Grading Criteria. 8

TASK 2. 9

Learning outcomes: 9

Business Case / Scenario Covering LO3 & LO4. 9

Submission Format 10

Grading Criteria. 11

Assignment Format/Style. 12

Assignment Content 12

Assessment and Grading. 12

Assignment Submission. 12

Assignment Feedback. 13

Student Guide to Writing an Assignment 13

Bibliography / References 13

Module Information

Aims & Objectives of the Module

The aim of this unit is to introduce students to a variety of methods organisations use to coordinate their international marketing efforts. Students will critically evaluate the various challenges that organisations face when doing so. This unit will give students the knowledge and ability to work with marketing teams internationally and to study marketing at a higher level. In today’s globalised economy, it is essential that marketing efforts are able to transcend international borders. To do this, marketers must gain an appreciation of the various cultural, regulatory and political issues that exist in transferring marketing strategies into different countries and the impact it can have on both consumers and the organisation.

Learning Outcomes:

By the end of this unit a student will be able to:

Demonstrate an understanding of how marketing contributes to business strategies in an international context.
Evaluate entry to a selection of international markets and define the key success factors.
Investigate how elements of the marketing plan can be adapted or standardised across international markets.
Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)

Essential Unit Contents

LO1: Demonstrate an understanding of how marketing contributes to business strategies in an international context:

International context:

Scope and definition of international marketing.
Rationale for why organisations are seeking to internationalise.
Key global macro and customer trends

Contribution to meeting strategic objectives:

Marketing’s role in contributing to the business strategy in an international
context.
Factors that influence internationalisation.
Setting an international marketing strategy to meet objectives.

LO2: Evaluate entry to a selection of international markets and define the key success factors:

Critical evaluation of international markets:

The importance of choosing the right international market.
The international market selection process.
Opportunities and challenges when entering international markets, includingethical and legal considerations.
Risk management and contingency planning in relation to volatile international
markets.
Generic international market entry strategies.
Determining key success factors of international marketing.

LO3: Investigate how elements of the marketing plan can be adapted or
standardised across international markets

The marketing plan in an international context:

Product adaption: global vs local.
Pricing in international markets.
The use of new technologies that support international distribution and
promotional strategies considering hardware (computerised systems, telecommunications, networks) and software (mobile computing, cloud
computing, social media).
People and servicing in an international context.
Tapping into untapped markets.

LO4: Demonstrate an understanding of how to organise and evaluate
international marketing efforts (multinational, global, transnational, meta-national, etc.)

International marketing efforts:

Organisation structures in an international context.
Home or international orientation and reporting lines.
Negotiation and new business assessment in international markets.
Assessing international market competition.
Assessing international market performance.

Assignment Tasks

TASK 1

Learning outcomes

In order to pass this unit, the assignment that you present for assessment needs to demonstrate that you can meet all the learning outcomes listed below.

(LO)	Learning Outcomes
LO1	Demonstrate an understanding of how marketing contributes to business strategies in an international context.
LO2	Evaluate entry to a selection of international markets and define the key success factors.

Business Case / Scenario Covering LO1& LO2

You have been working as marketing manager for a leading national organisation (your workplace or choose an organisation of your choice) having top of the range products and brand leader for some of the products. The Director of marketing & sales informed you that the growth in the local market is stagnant and BOD is planning to expand its operations internationally. Since this is going to be the first ever exposure to the international markets, they want to have a research report about the ins and outs of the international expansion. The Director has assigned you the task to produce a report for the Board of Directors focusing on how marketing contributes to business strategies in an international context and how they can enter into international markets and be successful in this expansion.

You are required to produce a report including the following:

An introduction to the chosen organisation and give some definitions of international market besides highlighting the main differences between local and international market.
Assess the scope and key concepts of international marketing and explain the rationale for your chosen organisation to market internationally.
Describe the various routes to international market which your chosen organization can adopt and which route the company should adopt and why?
There are many international markets that an organisation can enter, so evaluate the key criteria and selection process that the company should use when considering which international market to enter besides evaluating the opportunities and challenges.
Define and explain what a market entry strategy is, using examples of the different strategies that are available to an organisation, and include the advantages and disadvantages of each.
Critically evaluate how your chosen organisations should adapt their marketing strategies for various international markets
Conclusions and recommendations on how and why the company should enter the international market.

Submission Format

Your findings should be presented in a Report Format to the Board of Directors of the chosen organisation in a formal report style. Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,000(+ /- 10%) words, although you will not be penalised for exceeding the total word limit.

Grading Criteria

This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).

Pass	Merit	Distinction
LO1:Demonstrate an understanding of how marketing contributes to business strategies in an international context:	LO1 and 2 D1: Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.
P1: Analyse the scope and key concepts of international marketing.	M1: Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
P2: Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt.
LO2: Evaluate entry to a selection of international markets and define the key success factors
P3: Evaluate the key criteria and selection process to use when considering which international market to enter.	M2: Apply the market evaluation criteria, entry strategies and make recommendations for a selected organisation.
P4: Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each.

TASK 2

Learning outcomes:

In order to pass this unit, the assignment that you present for assessment needs to demonstrate that you can meet all the learning outcomes listed below.

(LO)	Learning Outcomes
LO3	Evaluate entry to a selection of international markets and define the key success factors
LO4	Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)

Business Case / Scenario Covering LO3 & LO4

The Director Sales & Marketing informed you that your report on task one to BOD has been very impressive and covered most of the aspects which they wanted to look at before launching their products in the international market. He further informed that BOD wants you to give a presentation to them and the senior management team on how the marketing plan can be adapted or standardised across international markets and how to organise and evaluate marketing efforts.

You will conduct an individual power point presentation which should contain the following:

An overview of the chosen organisation in context of their current market and performance.
Explain the difference between global and local marketing, using examples where appropriate and an overview of the key arguments in the global v local debate.
How does the product, pricing, promotional and distribution approach differ when using a variety of international markets? Investigate, apply and critically evaluate the marketing mix in a range of international context.
Evaluate the circumstances when your chosen organisation needs to continue with local approach and when to switch to global approach. Also, discuss implications of both the approaches.
Explain, analyse and evaluate in detail the various international marketing approaches your chosen organisation can adopt. Use examples from other organisations to further enhance your answer.
Compare home and international orientation and ways to assess competitors, outlying the implications of each approach.
Conclusions and recommendations for the company to maximise the opportunities in international context.

Submission Format

Your work should be presented in a Presentation format to the Board of Directors and the senior management team. The submission is in the form of a 10-minute individual PowerPoint presentation and 5 minutes allocated for questions. The presentation slides and speaker notes should be submitted as one copy. Please make effective use of PowerPoint headings, bullet points and subsections as appropriate. It should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 1,500 words (+ /- 10%), presentation slides with speakers notes, although you will not be penalised for exceeding the total word limit.

Grading Criteria

This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).

Pass	Merit	Distinction
LO3: Investigate how elements of the marketing plan can be adapted or standardised across international markets.	D2: Produce a critical evaluation of how the marketing mix is applied to a range of international contexts.
P5: Present an overview of the key arguments in the global vs local debate.	M3: Evaluate the context and circumstances in which an organisation should adopt a global or local approach, highlighting the implications of doing so.
P6: Investigate how the product, pricing, promotional and distribution approach differs in a variety of international contexts	M4: Determine and articulate in detail how to adapt the marketing mix of a selected organisation in different international markets.
LO4: Demonstrate an understanding of how to organise and evaluate international marketing efforts (multinational, global, transnational, meta-national, etc.)	D3: Make recommendations on how organisations should be structured to maximise the opportunity in an international context.
P7: Explain and analyse the various international marketing approaches organisations can adopt.	M5: Evaluate various marketing approaches and competitor analysis in relation to an organisation and make recommendations on how they should operate in an international context.
P8: Compare home and international orientation and ways to assess competitors outlining the implications of each approach.

Assignment Format/Style

Produce an informal report/paper that addresses all the tasks in the assignment brief. You are encouraged to use diagrams or tables to illustrate and reinforce your findings, using single space and font size 12. Any references to academic theory should be correctly cited and referenced in a bibliography at the end of the report. (Please do not copy and paste information).

Fully completed assignment cover page
Title page
Table of contents
Introduction
Main body of the report clearly identifying the separate outcomes and assessment criteria
Conclusion and recommendations (if relevant)
References and bibliography
Appendices only if relevant and necessary

Assignment Content

The assignment brief includes headings relevant to the unit outcomes, read and follow the tasks listed under each heading and this will make certain that you cover all the outcomes and assessment criteria to achieve the unit.

Assessment and Grading

Read the assessment grading criteria before attempting the assignment tasks, as it contains important information about how you should approach your assignment and how grading is applied in order for you to achieve a pass, merit or distinction.

Assignment Submission

All assignments must be submitted by the agreed date, via MOODLE. Assignments submitted late, but with permission, will be marked as a pass only. Assignments submitted late, without permission, will not be marked until the end of the year, or the next time the unit is scheduled.

Please ensure that your assignment is attached to the assignment submission receipt and that you read and sign the statement confirming authenticity. Check that all relevant fields are completed fully before submission.

Assignment Feedback

Once the assessor has marked your assignment, you will receive written feedback, either confirming that you have met the required standard and grade awarded, or that you have not yet met the standard and what you need to do to make the necessary improvements. Please note that achieved and confirmation of grades is provisional until signed off by the Internal Verifier.

Student Guide to Writing an Assignment

This is an assignment guide to help support you while completing your BTEC Assignments.

It includes:

Assignment writing guidance
Referencing guidance

Bibliography / References

Please list down “works cited” within the framework of enumerative bibliography – a list of references to key articles and texts. Verify each reference carefully; the references must correspond to the citations in the text. The list of references should start on a new page and be listed alphabetically by the name of the author(s) and then by year, chronologically. Only the first author’s name is inverted. The name of each author and the title of the citation should be exactly as it appears in the original work. More Information can be found in the College MOODLE in the General Information about the Harvard Referencing.

Student Assessment Submission and Declaration

When submitting evidence for assessment, you must sign a declaration confirming that the work is your own.

Student Name:		Assessor name:
Issue date:		Submission date:	Submitted on:
Programme:	BTEC Higher National Certificate in Business
Unit:	Unit 40: International Marketing

Plagiarism

Plagiarism is a form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, may be penalised. It is your responsibility to ensure that you understand correct referencing practices. As a university level student, you are expected to use appropriate references throughout and keep carefully detailed notes of all your sources of materials for material you have used in your work, including any material downloaded from the Internet. Please consult the relevant unit lecturer or your course tutor if you need any further advice.

Student declaration I certify that the assignment submission is entirely my own work. I fully understand the consequences of plagiarism. I understand that making a false declaration is a form of malpractice.
Student signature:		Date:

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