Demonstrate an appreciation of the complexities of the global market, buyers, consumers, business, and government markets.
Assignment Brief
Course: MSc International Business
Module Name: Global Marketing and Sales Development
Module Code: MKT744/63824
Learning Outcomes
Successful students will be able to:
- Demonstrate an appreciation of the complexities of the global market, buyers, consumers, business, and government markets.
- Critically evaluate the effectiveness of international marketing strategies and programmes.
- Demonstrate knowledge and understanding of the key concepts and theories underpinning international marketing.
- Demonstrate a critical awareness of the global sales environment in international markets.
1. Assessment (assignment brief)
Summary Assessment Information
This module will be assessed via one item of assessment.
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Type / Element |
Submission date, time, and submission method |
Weighting |
Feedback due date |
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Individual Written Assignment (3000 words) |
DATE: 02/09/2025 TIME: By 12PM (NOON) Microsoft Word File Submit via Turnitin on Blackboard |
100% |
20 working days post submission date (via Blackboard Ultra) |
Assessment Guidance
1) Word count includes the title page, contents page, in-text references and citations but excludes tables, reference list and appendices.
2) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the Subject Guides. We encourage you to make good use of all the support services offered by your libraries.
3) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band https://www.ulster.ac.uk/learningenhancement/ccea/assessment-handbook
4) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.
Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook. Assessments must be submitted as per the assessment brief. Please note: Words/section(s) in excess of +10% of the word count will not be marked.
Assessment Task
Derlon (DL)[1] is a family-owned SME that employs 50 people, has a turnover of £10m.
It manufactures and sells mid-range tractors for the dairy industry. They currently sell these via independent retail outlets at a mid-range price in Ireland & the UK only. They have a team of 2 in-house sales managers who liaise with retail owners.
The owners have recently decided to expand their operations, beyond Ireland & the UK, and are currently exploring new international markets.
You will be allocated a country that has already been identified as viable option for DL expansion.
The list of country allocations and guidance on answer structure can be found separately under the assessment tab of Blackboard where extensive guidance/ approximate word counts are provided.
Required:
As an International Marketing & Sales consultant you have been asked to assist DL in its expansion into your allocated country*.
All submitted assignments should have the file name: "SurnameFirstNameBNumber" e.g. BrownJohnB00001234_MKT744.
Further Guidance:
Please find a detailed guidance on each section of the assignment in the
assignment guidance document and file named Delron Ltd, on the Blackboard.
Coursework Feedback:
Written feedback on the assessment will be provided via Blackboard within 20 working days of submission.
Plagiarism, AI & Referencing
- you must include a full list of references used in your work.
- you must always acknowledge your source every time you refer to someone else’s work. failure to do so counts as plagiarism which is against university regulations and is treated as a serious offence. http://www.ulster.ac.uk/academicoffice/download/policies/plagiarismpolicy&procedures.docx .
- all references must adhere to the ulster harvard referencing guide 2024 https://guides.library.ulster.ac.uk/ld.php?content_id=35197722.
- you must always acknowledge your source every time you refer to someone else’s work. failure to do so counts as plagiarism which is against university regulations and is treated as a serious offence. http://www.ulster.ac.uk/academicoffice/download/policies/plagiarismpolicy&procedures.docx
- it is strongly recommended that you do not use generative ai (e.g., chatgpt, google bard, midjourney, copilot). this does not help with this assessment. as with any source used in a piece of work, generative ai must be acknowledged and referenced in the usual way with a citation and reference list entry. full details can be found @ https://guides.library.ulster.ac.uk/harvardref/aigenerativetool
- all references must be hyperlinked in the reference list e.g.
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Adams, J., Khan, H.T.A., Raeside, R. (2014) Research methods for business and social science students. New Dehli: Sage. (ebook) |
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Excellent 70 – 100 |
Very Good 60 – 69 |
Good 50 – 59 |
Poor (fail) 45-49 |
Fail 0-44 |
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Knowledge
Knowledge and understanding 20% |
Exceptional knowledge and understanding of relevant, complex principles and concepts and the development and advancement of ideas and practice |
Wide knowledge and depth of understanding of importance principles and concepts and the development of ideas and practice. |
Appropriate knowledge and depth of understanding of key principles and concepts with some understanding of their relevance to and development in practice. |
Basic knowledge and depth of understanding of key principles and concepts with only a very basic understanding of their relevance to and/or development in practice.
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Very limited/superficial knowledge and depth of understanding of key principles and concepts with very basic understanding of their relevance to and/or development in practice displayed |
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Application
Evidence of application of theoretical models/concepts 30% |
Excellent identification and advanced application of theoretical concepts or models informed and critically analysed extensively by current research and practice in this area.
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Very good identification and application of theoretical concepts or models informed and analysed by current research and practice in this area. |
Good identification and application of theoretical concepts or models with some link to research in this area. |
Occasional identification and application of theoretical concepts or models. |
Limited identification and application of theoretical concepts or models |
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Analysis
Analysis and interpretation 25% |
Critical insightful evaluation and synthesis of a wide range of views, issues and complex information which demonstrates a highly original and reflective approach.
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Critical evaluation and synthesis of a wide range of views, issues and complex information which demonstrates an original and reflective approach. |
Some critical evaluation and synthesis of key issues and material. |
Some basic evaluation and synthesis of pertinent issues and information. Lacks originality and/or reflection. |
Very limited evaluation. Mainly description of key issues and information. Lacks originality and reflection. |
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Reading
Reading, referencing, bibliography/reference list 15% |
Extensive evidence of integrating high quality and relevant supplementary sources. Outstanding citations, referencing and bibliography in accordance with Harvard guidelines.
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Evidence of extensive reading of supplementary sources. Comprehensive citations, referencing and bibliography in adherence to the Harvard guidelines. |
Evidence of reading of supplementary sources. Adequate citations, referencing and bibliography mainly in accordance with the Harvard guidelines |
Limited evidence of supplementary reading. Citations, referencing and bibliography limited and not in adherence to the Harvard guidelines. |
Minimal/limited evidence of additional reading. Inadequate citation, referencing and bibliography. |
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Structure
Presentation, structure, grammar, and spelling 10% |
Outstanding well-directed presentation, logically and coherently structured, sophisticated style adopted. Correct grammar and spelling throughout.
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Excellent presentation, logically structured and a coherent style adopted. Mainly correct grammar and spelling. |
Acceptable presentation, clear orderly structure and coherent style used. Acceptable grammar and spelling. |
Adequate presentation and structure, very basic style. Errors in grammar and spelling. |
Poor/inadequate presentation and structure. Basic approach adopted. Errors in grammar and spelling. |
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Reading List
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Books (Must read) |
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Ghauri, P.N. & Cateora, P., (2022). International Marketing, (5th Edition), London: McGraw-Hill. https://catalogue.library.ulster.ac.uk/items/1502459?query=International+Marketing&resultsUri=items%3Fquery%3DInternational%2BMarketing%26facet%255B0%255D%3Dcollection%253A%2522eBooks%2522&facet%5B0%5D=collection%3A%22eBooks%22 Must Read in Week 1: Levitt, T., 2004. Marketing myopia. Harvard business review., 82(7/8), pp.138-149. https://research.ebsco.com/c/462pgp/search/details/ubdjsekth5?limiters=None&q=Marketing%20Myopia or, https://www.khabirulalam.com/uploads/1/1/7/3/117391517/marketing_myopia_hbr.pdf |
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Recommended Reading |
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Students are expected to independently follow-up on all references cited in classes. Recommended Texts Usunier, JC and Lee, JA (2013) Marketing Across Cultures. 6th ed., Pearson: Harlow. Usunier, JC and Le (2023) Business & Marketing Across Cultures. London: Sage. Albuam,G. and Duerr, E. (2016) International Marketing and Export Management. 8th Edition. Prentice Hall: Harlow. Hollesen, S. (2024) Global Marketing, 9th ed., London: Pearson Education. Schlegelmilch, B. (2023). Global Marketing Strategy. 2nd ed. Springer International Publishing. Honeycutt, ED., Ford, JB. and Simintiras, AC (2003) Sales Management: A Global Perspective. Routledge: London. Kenyon, A., Lowe, R. and Doole, I., (2022). International Marketing Strategy: Analysis, Development and Implementation. 9th ed. Cengage Learning. Journals (see - https://guides.library.ulster.ac.uk/businessguide) The following indicative relevant journals are available electronically via the electronic journal resource (Athens) in the learning resource centre. · The Financial Times · Long Range Planning · Harvard Business Review · Journal of International Business Studies · The Journal of World Business · International Marketing Review · European Journal of Marketing · Journal of International Entrepreneurship
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Useful Journals |
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Global Business - Business and Management - Library Guides at Ulster University |
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Useful Library Databases and Websites |
See https://library.qahighereducation.com/ulster/uu-databases/uu-business-databases for more.
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You have two libraries: at the Ulster University in Belfast (it provides you with ebooks and research databases) and at the local campus in Birmingham, London or Manchester – where your classes take place. In addition, many other academic and research libraries offer access via the SCONUL scheme. See the Library portal for more information: https://library.qahighereducation.com/ulster.
For this module, special attention should be given to the sources of market research, data and statistics. There is no one single place or tool to access all such materials. See the guide for more information: https://library.qahighereducation.com/ulster/uu-business-guide.
In addition, use textbooks (access them via UU and QAHE library catalogues, see https://library.qahighereducation.com/ulster/ebooks) and scholarly papers (Google Scholar is the easiest discover tool for that, see https://library.qahighereducation.com/guides/databases/google-scholar for guidance).
When you need further support, book a research consultation with a librarian:https://library.qahighereducation.com/contact.
The Ulster University library’s home page is https://www.ulster.ac.uk/library.
English for Academic Purpose:
EAP (English for Academic Purposes) support is provided through the Academic and Professional Development module, a weekly, one-hour class in which the EAP Team helps you to develop the skills required to achieve success on your programme. The module aims to improve and enhance existing skills as well as introduce you to those specifically expected at postgraduate level. Each week will focus on a different key skill that will help you in your academic studies but that can also be transferred into your professional life.
Attendance is essential and students are expected to actively participate in classes. There will be opportunity to ask questions, discuss challenges and further practice these skills so that they can be demonstrated in assignments.
Coursework – ASSESSMENT RUBRIC/MARKING PROFORMA
To aid student understanding, it is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.
