COURSEWORK QUESTION PAPER:  1st sit

Autumn 2023 Semester-long

Module Code:	MN6090NI
Module Title:	International Marketing and Sales in Digital Era
Module Leader:	Shilpa Dhakal (Islington College)

Coursework Type:	Individual coursework: Time release case study
Coursework Weight:	This coursework accounts for 60% of your total module grades.
Submission Date:	TBA
When Coursework is given out:	TBA
Submission Instructions:	Submit at the MST platform on a PDF format. Follow the prescribed naming convention- Individual coursework: University id-name The students need to submit as per the instruction provided.
Warning:	London Metropolitan University and Islington College take Plagiarism seriously. Offenders will be dealt with sternly.

Please read the following carefully

Section A: Learning outcome of the assessment

1. Relate to and apply key marketing concepts and their practical application in business and other organisations.

2. Develop the ability to seek and interpret key economic, social, cultural, technological, political, environmental and behavioural data from international sources and demonstrate how the use of these marketing tools create customer value.

3. Examine and apply the concepts of the buying cycle and consumer buying behaviour across traditional and digital channels, locally and internationally,

4. Analyse marketing knowledge to create, communicate and deliver customer value in an international context.

Section B: Introduction

For this component 002, students need to work on coursework individually.  This assessment will fulfil the criteria of all the four learning outcomes. The assessment would be based on a timed release case study which the student shall be receiving prior to two weeks of assessment deadline. They need to prepare a marketing plan covering all the theories and concepts they have learnt during the 12 weeks period. 

Section C: Assessment Strategy

Assume you are an international marketing consultant who has been appointed by a client company which has decided to launch (or re-launch, learning from past launches) its product internationally and you have been asked by the client to put together a detailed marketing plan explaining the process of implementation.  You should assume that you are undertaking this work to be submitted to the Board of Directors as part of the justification process for international expansion. This International Marketing Plan will be in the form of a written report for the Board of Directors.

The report should be of 3500 words with demarcation of 10% +/-. 

Section D: Assessment submission

Use the assigned coursework coverage and name convention to submit the file at the MST platform. The student failed to submit in time will be considered as failed. Please follow all the guidelines prior to submitting the file. 

Section E: Marking Criteria: How will you be evaluated?

For CWK 002, Individual work

The grade will be awarded based on the following marking Criteria.

• Understanding the given task
• Content written
• Marketing audit and key findings
• Marketing objectives
• Identified and justified target audience
• Product positioning
• Marketing tactics
• Action Plan
• Ethics and sustainability
• Control, Measurement, Review, Risk and Contingencies
• Structure of the report
• Spelling and grammar
• Quality of the report
• Conclusion
• Word limit
• Citation and Referencing

Section F: Recommended Table of contents

CWK 002 60% Individual Marketing Plan	Suggested Approach
Introduction to the Company	Aims, purpose and product/service to be launch, re-launch
Marketing Audit and Key findings	Have appropriate frameworks been used for analysis of the business environment?Have a variety of information sources been used to support your analysis?Have key challenges and opportunities been identified?Are they supported by credible and up-to-date information sources?
Marketing Objectives	Marketing objectives need to be related to corporate objectives, written in SMART language and be rationalised/evaluated.  SMART language used and Clear rationale
Identified and justified target audience	Target Audience Students should demonstrate a clear understanding of the segmentation concept, be able to justify the selection of an appropriate target audience, with a clear targeting strategy.Conceptual understanding of segmentation  Critically evaluated target market selection Justified targeting strategy
Product positioning	Identify clearly the product positioning to target the most valuable customer segments, as a prelude to selecting the marketing mix that will be most effective for each of them.  Identify their unique selling proposition and explain the value proposition that shows how their offering will meet this requirement better than any of the competitors’ products. Clear Positioning stance, justified conceptuallyIdentified Value Proposition and USP
Marketing tactics(Traditional and Digital)	Marketing campaign that presents the value proposition in a way that your audience will appreciate. The marketing plan should include recommendations on how both traditional (Advertising, Direct Mail etc) and digital marketing (website, online advertising, email, social networks, database marketing etc.) can deliver the consumer value proposition.Traditional tactical plansDigital tactical plansDetailed Value Proposition
Action Plan	Outline Action Plan : Identification of the key steps in the implementation processHow will you complete a project efficiently? How will the activities be prioritised in a sensible order?Are there tasks you’ll delegate or outsource?
Ethics and sustainability	Marketing ethics refers to the principles and standards that define acceptable conduct in marketing. Have any Ethical issues been identified and briefly evaluated?Have appropriate recommendations been made?
Control, Measurement, Review, Risk and Contingencies	Monitoring and control is essential if the marketing plan is to be successfully executed, as it needs to be monitored to ensure events are taking place according to plan and enabling corrective action to be taken in a timely fashion.Critical Success Factors Metrics and Key Performance IndicatorsRisks and Contingencies
Writing structure of report	Logical and coherent report structure (Introduction, main part, conclusion/recommendation)
Spelling and grammar	Use of proper spelling and grammar along
Word limit	Up to 3500 words with 10%+/-
Reference	Use of proper citation and referencing(Harvard LMU)
Quality of written work	Paraphrasing, originality, use of theories and concepts and practical implication

Section G: Recommended Reading for references

Core Text:

• Solomon, M.R., Marshall, G.W. and Stuart, E.W. (2019) Marketing: Real People, Real Choices. 9th edn. UK: Pearson.

Other Texts:

• Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing. 7th edn. UK: Pearson.

• Kotler, P., Kartajaya, H. and Setiawan, I. (2017) Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley & Sons.

• Kotler P. and Keller, K.L. (2016) Marketing Management. 15th edn. UK: Pearson.
• Company Website
• Trusted third-party website

Section H: Assessment Grade Description

GSBL UNDERGRADUATEGENERAL GRADE DESCRIPTORS

	Level 3/4	Level 5	Level 6
General	Acquisition of broad knowledgeEvaluate informationUse information to plan, develop and problem solve	Generate ideas through analysing conceptsDemonstrate a command of specialised skillsFormulate responses to well defined and abstractAnalyse and evaluate information	Critically review, consolidate and extend a body of knowledge using specialised skillsCritically evaluate concepts and evidence from a range of sourcesTransfer and apply skills and exercise significant judgement in a range of situations
70-100 (A)	Very goodDemonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluation and critical appraisalUse of a wide variety of appropriate sourcesTransformation of knowledgeIndependent thinking and development of ideasAbility to communication very clearly and effectivelyVery good evidence of preparationVery good organisation, structure and presentation of work – minimal errorsGood references, appropriate sources (quality and quantity). No errors in reference list or citations.	ExcellentAdvanced scholarshipGoes beyond the material providedExcellent link to researchExcellent analysis, synthesis, evaluation and critical appraisalExcellent evidence of preparationComprehensive and critical understanding of the topicExcellent ability to communicate clearly and effectivelyExcellent organisation, structure and presentation of workGood references, appropriate sources (quality and quantity). No errors in reference list or citations.	Excellent – Outstanding (for use at far end of range)Outstanding understanding, exploration and insightStrong evidence of originality and development of own ideasDevelop a highly complex argumentOutstanding ability to communicate topics clearly and conciselyAdvanced organisation, structure and presentation of workGood references, appropriate sources (quality and quantity). No errors in reference list or citations.References well utilised and critiqued
60-69 (B)	Very goodDemonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluationUse of a wide variety of appropriate sourcesTransformation of knowledgeIndependent thinking and development of ideasAbility to communication clearly and effectivelyVery good evidence of preparationVery good organisation, structure and presentation of work – minimal errorsGood references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations.	Very goodDemonstration of very good comprehension of the task with evidence of analysis, synthesis, evaluationUse of a wide variety of appropriate sourcesTransformation of knowledgeIndependent thinking and development of ideasAbility to communication clearly and effectivelyVery good evidence of preparationVery good organisation, structure and presentation of work – minimal errorsGood references, appropriate sources (quality and quantity). Minimal or no errors in reference list or citations.	Very GoodAdvanced scholarshipGoes beyond the material providedVery good link to researchVery good analysis, synthesis, evaluation and critical appraisalVery good evidence of preparationComprehensive and critical understanding of the topicVery good ability to communicate clearly and effectivelyVery good organisation, structure and presentation of workGood references, appropriate sources (quality and quantity). No errors in reference list or citations.
50-59 (C)	Adequate – SatisfactorySome analysis but limitedSome insight and exploration of ideasSound conclusionsNo significant inaccuracies or omissionsSome analysis, evaluation or synthesis of informationLacking clarity at timesSome evidence of preparationReferencing is sound. Mostly appropriate sources. Numerous errors or inconsistencies	Adequate – SatisfactorySome evidence of thinking independently to develop own ideasEvaluation of relevant theories or literatureReasonable ability to communicate clearly and effectivelyReport information in a structured wayUse of an appropriate formatQuite comprehensive knowledgeSatisfactory evidence of preparationSatisfactory referencing, appropriate sources.Numerous but minor errors in references	Adequate- SatisfactoryEvidence of thinking independently to develop own ideasEvaluation of relevant theories or literatureAbility to communicate clearly and effectivelyReport information in a structured wayUse of an appropriate formatReasonably Accurate, quite comprehensive knowledgeSatisfactory evidence of preparationCoherent and well presented – minor errorsSatisfactory referencing, appropriate sources.Minor errors in references
40-49 (D)	All learning outcomes metCompetent (practical)May be incomplete in knowledge (some errors or omissions)Insufficient analysis, evaluation or synthesisLimited application of theories/knowledgeAn awareness of appropriate principles/theories/techniquesIrrelevance to the task at timesDisorganised work with weak standard of presentationNumerous aberrations from the requirements of the taskReferencing is attempted although may be inconsistent, many errors, weak sources	All learning outcomes metCompetent (practical)May be incomplete in knowledge (some errors or omissions)Weak or no analysis, evaluation or synthesisSome application of theories/knowledgeAn awareness of appropriate principles/theories/techniquesIrrelevance to the task at timesDisorganised work with weak standard of presentationAberrations from the requirements of the taskReferencing is attempted although may be inconsistent, many errors, weak sources	All learning outcomes metCompetent (practical)May be incomplete in knowledge (some errors or omissions)Weak or no analysis, evaluation or synthesisSome application of theories/knowledgeAn awareness of appropriate principles/theories/techniquesIrrelevance to the task at timesDisorganised work with weak standard of presentationAberrations from the requirements of the taskReferencing is attempted although may be inconsistent, many errors, weak sources
Condoned Pass 30-39 (R2/F1)	Learning outcomes not metLittle relevant knowledgeLacking structureNumerous errors in structure and formLimited understanding of concepts/theoriesNo appropriate analysis, evaluation or synthesisSignificant inaccuracies/omissionsNot competentLittle or no attempt to use references and if so very weak with errors	Learning outcomes not metLittle relevant knowledgeLacking structureNumerous errors in structure and formLimited understanding of concepts/theoriesNo appropriate analysis, evaluation or synthesisSignificant inaccuracies/omissionsNot competentLittle or no attempt to use references and if so very weak with errors	Learning outcomes not metLittle relevant knowledgeLacking structureNumerous errors in structure and formLimited understanding of concepts/theoriesNo appropriate analysis, evaluation or synthesisSignificant inaccuracies/omissionsNot competentLittle or no attempt to use references and if so very weak with errors
Under 30 (R2/F2)	Little engagement with the taskNo basic understanding of the subject matterPoor communication (written or verbal)Lacking or no structureSignificant errors in structure and formMany significant inaccuracies/omissions – very little correctLittle or no attempt to use references and if so very weak with many significant errors	Little engagement with the taskNo basic understanding of the subject matterPoor communication (written or verbal)Lacking or no structureSignificant errors in structure and formMany significant inaccuracies/omissions – very little correctLittle or no attempt to use references and if so very weak with many significant errors	Little engagement with the taskNo basic understanding of the subject matterPoor communication (written or verbal)Lacking or no structureSignificant errors in structure and formMany significant inaccuracies/omissions – very little correctLittle or no attempt to use references and if so very weak with many significant errors
(0%)	No submissionNothing of relevance in the work submitted	No submissionNothing of relevance in the work submitted	No submissionNothing of relevance in the work submitted

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