Assessment 2

Assessment 2 Task: Individual Written Report – (Four questions with different weightings)
(see assessment details and guidance pg19-20)

Assessment 2 Weighting: 60%

Date/Time/Method of Submission: Week 14
Full details of submission will be provided in class and on BlackBoard

Word count or equivalent: 2500 words

Assessment 2 Criteria: See Level 7 Marking Grid (see overleaf)

Assessment 2 briefing: Week 11

Marking grid: Level 7 Marking Grid (see overleaf).

Timing of feedback for Assessment 2:

Feedback provided on request. Overall module grade available from Myregistry and TC375 as per programme timetable. http://www.uwl.ac.uk/MyRegistry.jsp Level 7 Marking Grid

ORGANISATION AND COHERENCE | 10 | * The study must be clearly structured and presented. * The introduction must state an aim and explicitly identify the relevant arguments and areas to be addressed. * These areas, once identified must be followed up logically in the main body of the study. * There must be a firm conclusion of the areas discussed. | | CONTENT | 25 | * The contents must clearly relate to the area of study, and the learning outcomes being tested, and demonstrate originality and creativity. * Knowledge and understanding must be applied to practice. | | CLARITY OF EXPRESSION | 10 | * Areas must be clearly expressed, articulate and fluent. * Accurate spelling and grammar. | | LEVEL OF ANALYSIS AND SYNTHESIS | 30 | * There should be a clear critical analysis and synthesis of issues, which are well integrated and evaluated, as appropriate. | | USE OF LITERATURE SHOWING KNOWLEDGE AND UNDERSTANDING including REFERENCING | 25 |

The Global Marketing Assessment Task

This assessment is in 2 parts: the group presentation and the individual report. The group presentation accounts for 40% of the marks and the individual written assignment for 60% of the marks.

Final Written Assessment 2 (60% marks)

This assessment develops the work that you have done in the group assessment 1.

You are asked to work independently to produce a global marketing plan for the organisation (chosen in the group presentation) for one only of the 2 countries (that you have researched in Assessment 1).

The marketing plan must address all 4 questions below:

1) Question 1 : A summary written report on the first 2 group areas, namely the market analysis and market entry stages in Assessment 1 (group presentation) for the country that you have chosen. (35 marks)

In addition, your report should address the following new tasks:

2) Question 2 : An analysis of the Branding and Positioning for the company in your chosen country. (25 marks)

3) Question 3 : An appraisal of the degree of standardisation and adaptation across the global marketing plan that the company must undertake to be successful in the chosen country. (10 marks)

4) Question 4 : An in-depth proposal with recommendations for one only of the tasks below:

a) The product and service implications for your company b) The promotion implications for your company, c) The pricing implications for your company (30 marks)

Total (100 marks)

The assignment should be no more than 2500 words excluding appendices.

60% of the overall module marks will be awarded for the written assignment.

The assignment should be submitted at the end of the module in Week

Assessment 2 Guidance:

Your report should demonstrate your knowledge and understanding of global marketing theories and concepts and these must be applied to your company.

The key requirement is to produce a report within the word limit that addresses all the 4 questions using and applying relevant academic theory which is supported as much as possible by evidence (information sources) to develop your ideas and arguments. This should provide a report that is rich in critical analysis and evaluation.

You will be expected to use proper academic referencing – the Harvard Referencing System