“This document is for Coventry University students for their own use in completing their assessed work for

this module and should not be passed to third parties or posted on any website. Any infringements of this
rule should be reported to [email protected] “

Faculty of Business and Law

Assignment Brief 2020/21

Module Title: International Marketing Assignment CW2

Number

Module Code: 312MKT Assignment Title Individual Coursework

Module Leader: Dr. Mujahid Mohiuddin Babu Assignment 50%
Weighting

Release Date: February 2021

Submission 6th April 2021, 18:00
Date/Time:
Submission Submission through Turnitin
Time and Place: ONLY

Assessment Information

This assignment is an individual assignment.

You are working as a Marketing Manager for one of the Food brands (of your choice) of the UK. Your chosen brand
is considering an expansion in a European country of your choice. You have been tasked by the Marketing Director to
prepare a business report by critically analyzing the following tasks.

1. Critical analysis of the market structure, level of competition and marketing environment (Micro and
MACRO) in the chosen European market.
2. Segmentation, Targeting and Positioning (STP) Analysis and develop a profile of target customers
3. Analysis of buyer behavior
4. Development of an adapted or standardized marketing communication strategy with justification.
5. Analytical discussion, with justification, which other elements of the marketing mix should be adapted or
standardized for the new market focusing on globalisation versus localisation issues.

Criteria for Assessment

This assignment is designed to assess learning outcomes:

2. Critically analyse and apply information on market structure and segmentation, competitors and buyer behaviour
within specific international market scenarios.
3. Examine and discuss the globalisation versus localisation issues related to the marketing mix.

Please see below a detailed breakdown of tasks and marks allocation.

Suggested breakdown of Task Marks allocated

1. Summary of the chosen company’s operations 5%
Assignment Brief Template
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“This document is for Coventry University students for their own use in completing their assessed work for
this module and should not be passed to third parties or posted on any website. Any infringements of this
rule should be reported to [email protected] “

2. Analysis of the market structure, level of competition and marketing environment 20%
(MACRO and Micro)
3. STP Analysis, development of profile of target customers and analyze buyer behavior 20%
4. Marketing communication strategy (standardized or adapted) 20%
5. Strategy for Other components of Marketing mix focusing on globalisation versus 25%
localisation issues and Conclusion
6. Structure and Presentation 10%
• Standard business report that must have Cover page, Table of content,
Executive Summary, Proper chapters/subchapters heading, Spelling and
grammar check, References.
• You can add Appendices, as required.
• The images and tables should be appropriately placed and numbered and
referenced, where required.
• Follow APA or CU Harvard style for the In-text citations and List of references.
Please mention which one you have adopted in your report.
• Variety of good quality sources, preferably academic journal papers, should be
consulted for preparing the coursework.

You must include relevant theories, tools and models (where appropriate) while addressing the coursework
tasks.

Grading grid

Please see at the end of the document

Word Count
The word count is 2000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word
limit by 10% or more.
The word limit includes quotations and citations, but excludes the references list.

How to submit your assessment

The assessment must be submitted by 18:00 6th April 2021. No paper copies are required. You can access the
submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to
ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a
mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module
leader.
• All work submitted after the submission deadline without a valid and approved reason (see below) will be given
a mark of zero.
• The University wants you to do your best. However we know that sometimes events happen which mean that
you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to
predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need
longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit
period following the main Assessment Boards). You must apply before the deadline.

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“This document is for Coventry University students for their own use in completing their assessed work for
this module and should not be passed to third parties or posted on any website. Any infringements of this
rule should be reported to [email protected] “

You will find information about the process and what is or is not considered to be an event beyond your control
at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It
is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt
to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source
without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing
provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also
check your understanding of academic conduct by completing the Good Academic Practice quiz available.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your
current course or for another qualification of this and any other university, unless this is specifically provided for in
your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has
already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently
will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the
same work twice.

The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise
plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large
sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a
business student and joined Coventry University in September 2020 or later please use APA 7th edition referencing,
if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry version) that you
are familiar with. Law students should use OSCOLA. Please be consistent in the referencing style that you use and
use it correctly to avoid a case of plagiarism or cheating being brought. If you are unsure, please contact the Centre
for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you two weeks after the submission date. If for any reason there is
a delay you will be kept informed. Marks and feedback will be provided online/in class/face to face. As always, marks
will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later
in the year once the external examiner has completed his / her review.

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 This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to [email protected]

312MKT International Marketing 2020-21, CW 2 Feedback Grading

Criterion/Grade 0-19% 20-39% 40-49% 50-59% 60-69% 70-79% 80-100%

Understanding of the Extremely Weak/Little to Poor/Doesn’t Meet the Acceptable awareness of the Good awareness of the Very good awareness of the Excellent awareness of the Outstanding awareness of the
brief and current No awareness at all of the Learning Outcomes. situation and context, and situation and context drawn situation and context, evidenced situation and context, situation and context, evidenced
situation and operations situation and context. Poor/incorrect awareness of evidence of research. from some relevant research. through relevant research. evidenced through a wide through synthesis of research.
of the organisation the situation and context. range of research.
Knowledge of Extremely Weak/Little to Poor/Doesn’t Meet the Acceptable theoretical Good relevant use of concepts, Very good theoretical underpinning Excellent use of theory Outstanding theoretical underpinning
relevant concepts, No theoretical Learning Outcomes. Poor underpinning and theories and models expressed expressed. expressed, seamlessly and understanding of concepts
theories, and analysis of underpinning expressed, theoretical underpinning understanding. Demonstrates good level of Demonstrates a higher level of integrated to challenge and expressed beyond expected reading.
the marketing theories or models. expressed, poor Acceptable relevant understanding. understanding of relevant evaluate alternative models Outstanding discussion of analysis of
environment (MACRO Inappropriate/no understanding evident. discussion on analysis of the Good discussion of analysis of concepts, theories and models. and concepts. the marketing environment (MACRO
application and examples. Poor /inappropriate marketing environment the marketing environment Very Good and relevant discussion Excellent and appropriate and Micro), market structure and
and Micro), market
/irrelevant examples. Poor (MACRO and Micro) and (MACRO and Micro) and choice of analysis of the marketing discussion of analysis of the competition.
structure and
analysis of the marketing market structure and of examples and data sources environment (MACRO and Micro), marketing environment
competition environment (MACRO and competition. market structure and market structure and competition. (MACRO and Micro), market
Micro), market structure competition. structure and competition.
and competition.
STP Analysis, profile of Extremely Weak/Little to Poor/Doesn’t Meet the Acceptable attempt to Good attempt to do STP Very good discussion of STP Excellent discussion of STP Outstanding discussion of STP
target customers and No attempt to discuss STP Learning Outcomes. Poor discuss STP Analysis, Profile Analysis. Discussion of profile Analysis. Profile of target customers Analysis. Profile of target Analysis. Profile of target customers is
buyer behavior Analysis, profile of target attempt to do STP Analysis of target customers and of target customers is good is very well discussed. Buyer customers is discussed in an discussed in an outstanding manner.
customers and buyer and profile of target buyer behavior, which and discussion of buyer behavior is discussed in a well- excellent manner. Buyer Buyer behavior is outstandingly
behavior. customers Poor discussion should be better expressed. behavior demonstrates good articulated and presented in a behavior is articulated and articulated and presented.
on buyer behavior. level of understanding. relevant manner. presented in an excellent
manner.
Marketing Extremely Weak/Little to Poor/Doesn’t Meet the Acceptable discussion and Good discussion and Very good discussion and Excellent discussion and Outstanding discussion and
communication strategy No attempt to discuss Learning Outcomes. Very justification of the justification of the Marketing justification of the Marketing justification of the Marketing justification of the Marketing
(standardized or Marketing communication Poor attempt to discuss and Marketing communication communication strategy communication strategy communication strategy communication strategy (standardized
adapted) strategy (standardized or justify the Marketing strategy (standardized or (standardized or adapted) (standardized or adapted) (standardized or adapted) or adapted)
adapted) communication strategy adapted)
(standardized or adapted)
Strategy for Other Extremely Weak/Little to Poor/Doesn’t Meet the Acceptable Linkages Good analytical linkage Very good analytical linkage Excellent analytical linkage Outstanding analytical linkage
components of No clear link between Learning Outcomes. Poor between strategy for Other between strategy for Other between strategy for Other between strategy for Other between strategy for Other
Marketing mix focusing strategy for Other linkages between strategy components of Marketing components of Marketing mix components of Marketing mix components of Marketing mix components of Marketing mix
on globalisation versus components of Marketing for Other components of mix focusing on globalisation focusing on globalisation focusing on globalisation versus focusing on globalisation focusing on globalisation versus
localisation issues and mix focusing on Marketing mix focusing on versus localisation issues but versus localisation issues. localisation issues. Very good versus localisation issues. localisation issues. Outstanding
globalisation versus globalisation versus descriptive. Acceptable Good discussion of Conclusion. discussion of Conclusion. Excellent discussion of discussion of Conclusion.
Conclusion
localisation issues. No localisation issues. Poor discussion of Conclusion. Conclusion.
discussion of Conclusion. discussion of Conclusion.
Structure and Extremely Weak/Little to Poor/Doesn’t Meet the Acceptable structure, flow Good structure and flow of Very good structure and flow of Excellent structure and flow of Outstanding structure and flow of
presentation No understanding and Learning Outcomes. Poor of pitch, and references. pitch, expression and some pitch, clearly expressed with a pitch, clear concise language pitch, clear concise language
presentation of structure structure and flow of pitch, relevant references. range of relevant references. throughout and a wide range throughout, evidence of original
and pitch, poorly unclear language, poor of relevant references. research and references.
expressed. references.
inappropriate /no
references.

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