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You will be able to develop an in depth knowledge of marketing in an increasingly globalised economy.

Assessment Brief

Academic year and term:

2019-20 Spring 

Module title:

Global Marketing  

Module code:


Learning outcomes assessed:

Knowledge outcome – 

  1. You will be able to develop an in depth knowledge of marketing in an increasingly globalised economy. You will be able to understand international marketing operations within the context of the organisation’s strategy for growth and commercial sustainability.
  2. Intellectual /transferable skills outcome – 

You will be able to utilise a wide range of frameworks and techniques to the analysis of complex business situations in global marketing; and demonstrate criticality (independent thinking) in the evaluation and synthesis of information. You will be able to present the findings of your analysis in a professional business report that demonstrates your business readiness.  

Type of assessment:


Written individual global marketing plan (for British SME see above) in management report format (without executive summary).  Worth 100% of the module mark. JUST FOR ONE PRODUCT OF THE COMPANY!!!!

Assessment deadline:


Product Choice

For pedagogical (teaching and learning) reasons, it must be a physical product (not a service, not software, not a download, nor a mobile phone app). It must be manufactured in the UK. It must be made by a UK (British) SME (100% UK owned, not a subsidiary of a large company). To be an SME it must have less than 250 employees and less than £30m in annual revenue. Check at Companies House. The SME’s product must be ‘new to the market’ of your country of choice. 

Note: Most products can be ordered on-line from the company website, on eBay or Alibarba these days.  This is not a marketing presence. Your task is to establish a real presence in a new country as a consumer might experience in the UK working with local partners. Note: Web only marketing and distribution plans are also not acceptable for pedagogical reasons. 

UK SMEs manufacturing physical products can be found from many sources, see lecture/seminar notes. Students are advised to find their UK SME by using the specialist press in a specific sector of interest: e.g. electronic equipment, sports, healthcare, clothing, food and beverages, etc. B2B products e.g. construction equipment, office equipment, etc. are just as good as B2C products for this assessment.  Students are encouraged to select UK SMEs they might like to work for in a marketing capacity, either as an employee or consultant. SMEs with less than 250 employees and less than £30m in revenue includes some very substantial companies. Check that they have not already internationalised to a significant extent, they will not be approved. 

Work independently. Duplicate product/country combinations are not allowed i.e. one student per one product/target country. Email your tutor with your choice and it will be approved and ‘reserved’ by return email within two working days.  

Assessment Structure

It is a poster so students are free to convey the information required visually in any way they like, so long as the output can be viewed as a Poster.  Less is more, quality not quantity.  

A)           Show clearly the company and physical product of your choice – show they are a UK 100% owned SME. Show the countries where they market their product already.

B)           Show the current domestic extended marketing mix including competitive positioning in the UK market using relevant referenced marketing techniques. 

C)           Show the MACS matric and criteria (drawn from the core texts and your knowledge of the SME and how each of the five countries came out on the screening. Communicate which country is the best new market of the six available.   D) Harvard style references. 

The Poster needs to be succinct, colourful, clear and large. 

Marking Scheme (100%) divided as follows:

  1. Application of accurately referenced decision orientated principles of Global Marketing drawn from the module syllabus. (30%)
  2. Use of secondary data to support your decisions. (30%)
  3. Critical evaluation of your decisions e.g. why not another country in the list? (30%) 4. Logical structure, layout, correct font, use of diagrams and pictures, references (10%)   How will we support you with your assessment?

This formative assessment will generate questions about the summative assessment that will be answered in class.  Example web-sites of potential UK SMEs will be given in class lecture notes. 

There will be a detailed assessment briefing in Week 2. 

You will receive summative feedback in a short individual tutorial. 

How will your work be assessed?

Your work will be assessed using the above marking scheme by a subject expert keen that you should perform well in the main summative assessment.  Note: Students not attempting the formative assessment cannot progress to the summative i.e. it is compulsory.  Part B Global Marketing Plan

Instructions for summative assessment 

Short, clear, concise, decision and action oriented reports attract high marks.

Format: Global Marketing Plan (Structured Report) with full Harvard references 

Word Limit: 2500 words + 10% (for main report text) i.e. the primary/secondary data and budgets in the appendices and your references do not count towards the 2500 word limit.  

Font: Arial font size 11 or 12 point, (this font). In the business world organisations will have a compulsory ‘house style’ and font. 

Global Marketing plan (report) format. 

Full bibliography of sources referenced using the Harvard system. 

The plan must include two appendices: (not included in the word count).

Appendix I) Primary and Secondary Market Research

Country Screening data and other summary data regarding market size, market growth, customer preferences, segments, segment size, cultural and legal requirements, competitors, promotion and distribution channels, shipping costs, etc.)

Appendix II) Marketing Budget (Promotion Costs Only including agency costs) and Margin Analysis (Word Tables or Spreadsheets) 


Global Marketing Plan addressed to the CEO of your chosen of UK SME company for one distinct physical product (not an entire company, brand or entire product range) completely new to market in one of: Canada or Brazil or Nigeria or Turkey or Vietnam or Russia. (It must be approved by your tutor prior to the compulsory formative assessment.)

The global marketing plan must contain a clear sales objective for the first year a minimum of £50,000 in gross sales and a costed promotional budget (e.g. £30,000) and a projection of any surplus or deficit for the marketing plan at the end of year one. 

The plan must state and explain how these objective will be achieved from a marketing function perspective from the various options and choices that are available to marketers.  

  1. What is to be achieved for the SME? – Business objectives. (100 words)
  2. Which country market and why? - Country screening. (200) Detailed screening of top two countries from the six available? 
  3. Which market segments? – STP (400)
  4. How marketing will help achieve the business objectives? – Marketing Objectives (100)
  5. How will you bring the product to the new market? - Entry Mode Selection (400)
  6. How will you compete and generate customer value? - Detailed Extended Global Marketing Mix (1000)
  7. How much will the promotional element of the mix cost? Will the SME make or lose money in year 1? - Global Marketing Budget (300)

Students are advised not to include a PESTLE or SWOT or Porters 5 forces analysis as these strategy techniques are too high level and use too many words of the word count.  You have MACS. The marketing plan is to be action orientated and detailed, not a general report i.e. statements such as “it is very important to set a price” but not actually decide the actual price are not sufficient in a Level 5/6 assignment where business readiness must be demonstrated.  

Students are advised to use diagrams, tables and spreadsheets to support their plan (it also saves on word count). Do not cut and paste from lecture notes and websites etc., it doesn’t demonstrate understanding. All references will be checked during the marking process and should be related to the taught syllabus. 

Marking Scheme (100%) divided as follows:

  1. Application of accurately referenced decision orientated principles of Global Marketing drawn from the module syllabus. (30%)

Students should review, list and reference the main principles covered in the syllabus e.g. the

Hollensen, Keegan and MacDonald texts, the journal papers and the several seminar cases studies.  

  1. Use of primary and secondary data to support your decisions. (30%)

Your decisions should be supported by primary and/or secondary data marketing research. Many students lose marks here by not providing data to support their plan.  The university provides access to several up to date professional market research databases e.g. Mintel.  A quick Google search will not suffice for a CEO expecting a business ready report.  

  1. Critical evaluation of your decisions. (30%)

You must reflect upon (think about) and assess your options (e.g. the mode of entry, your price, the promotional mix, etc.) your decisions and judgements. 

  1. Logical structure (a marketing plan), clear use of English, accurate referencing of books and journal articles and use of word limit and correct clear font. (10%)  

Reference your secondary data sources carefully not just ‘cut and pasted’ browser web links. 

See the assessment rubric at the end of this briefing and the in-class lecture/seminar sessions for including a review of assessment examples for specific details of how to achieve a good mark.  

How will we support you with your assessment?

This assessment follows directly on from the formative piece where all your basic questions and concerns are addressed. Support is given each week in class. The case studies and core texts directly support the assessment and must be studied carefully. Students are advised to book a 20 minute  one to one tutorial to present their detailed table of contents, receive feedback and ask questions. 

  • There will be an assessment briefing in Week 2 repeated with a course review in Week 10. 
  • You will receive formative feedback in a short individual tutorial.   

How will your work be assessed?

Your work will be assessed by a subject expert who will use the marking grid (rubric) provided in this assessment brief.  When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.


You MUST use the Harvard System.  The Harvard system is very easy to use once you become familiar with it.

Assignment submissions

The Business School requires a digital version of all assignment submissions.  These must be submitted via Turnitin on the module’s Moodle site.  They must be submitted as a Word file (not as a pdf) and must not include scanned in text or text boxes.  They must be submitted by 2pm on the given date.  For further general details on coursework preparation refer to the online information via StudentZone http://studentzone.roehampton.ac.uk/howtostudy/index.html. 

Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation

The University Mitigating Circumstances Policy can be found on the University website -  Mitigating Circumstances Policy

Marking and feedback process

Between you handing in your work and then receiving your feedback and marks within 20 days, there are a number of quality assurance processes that we go through to ensure that students receive marks which reflects their work. A brief summary is provided below.

  • Step One – The module and marking team meet to agree standards, expectations and how feedback will be provided.
  • Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
  • Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the mark and feedback. 
  • Step Four – Work at level 5/6 then goes to an external examiner who will review a sample of work to confirm that the marking between different staff is consistent and fair. 
  • Stop Five – Your mark and feedback is processed by the Office and made available to you.

Resit Assignment Details

Resit submission date: TBC (Date on Moodle when known)

For students who are offered a resit you are required to improve and resubmit your original work as well as adding a further reflective commentary discussing what you have learned from the process. 

You must resubmit your work using the specific resit Turnitin link on Moodle. You should:

  1. Review your previously submitted work and read carefully the feedback given by the marker.
  2. Use this feedback to help you revisit and rewrite your work, improving it in the areas identified as weak in the original marking process
  3. Include with your resubmission an additional reflective piece (up to 300/500 words#) on what you understand was weak, how you set about addressing this and what you have learned from this that may help you with further assignments. You should address the following specifically:

i) Identify tutor feedback points on your original work and identify where/how the resit work has changed (give page number) in response to feedback ii) Identify the lessons you have learnt from doing the resit

iii) Reflect on how your feedback and this process will help you improve future assignments

If you did not submit work at the first opportunity you cannot reflect on your feedback. However, you are still required to submit a reflective piece in which you identify your reasons for non-submission, the implications of non-submission for your future success and how you propose to address this in the future. If you have issues with confidentiality of your reasons for non-submission then you could reflect on how you have met the learning outcomes for the module, how you can use what you have done on the module to support your future career and what skills/employability attributes you feel the module has helped you to develop.

If you were deferred at the first assessment opportunity you do not need to include the reflective piece as this is a first submission at a later date, not a resit.

The original marking criteria will still apply (see marking grid provided above*) except that the 10% weighting for presentation will be awarded instead to your reflective piece

# up to 300 words at level 4 and up to 500 words at level 5, 6 and 7 – note this is a maximum not an expectation

*this refers to your marking grid

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