Module Code: UMKD6Q-15-3
Module Title: Global Marketing Management
Submission Deadline: 27th April 2022, 2 pm Late Submission not allowed
Assessment Component: Component B
Assessment Weighting: 75% of total module mark
Please note that if you did not submit Component A (company and country analysis) in March, then you will need to analyse a different country and company – Salcombe Gin into the Japanese market. If this is the case, please contact your module leader who will explain what you need to do.
Market Entry booklet (the Graze Savoury snacks in Indonesia) (My Topic Choice)
⦁ Individual assignment
⦁ 2500 words maximum
⦁ Visuals and text to form an engaging and persuasive market entry booklet using Microsoft Word.
⦁ Online submission via Wechat Group
Building on your analysis of a company and market carried out as assessment component A, (Frutteto ice snacks in China or South Korea OR, Graze savoury snacks in Japan, South Korea or Indonesia) you are asked to take on the role of a consultant and produce an attractive and persuasive market entry booklet with up to a maximum of 2500 words and we encourage you to include diagrams and images (please check the copyright) and which advises the organisation how to enter the market successfully and justifies the recommended approach. Component A (your PowerPoint slides with your analysis of the company and market) will form the appendix to this booklet and is not included in the word count. DON’T COPY AND PASTE THE CONTENT OF YOUR PPT, YOU MUST MUST TO CREATE NEW CONTENT FOR THIS WORD DOCUMENT!!!!
Your booklet must include
⦁ The recommended entry mode and distribution channel/channels to the target consumer. (30%)
⦁ A justification of how you have segmented the market and of which segment/segments you are targeting (30%)
⦁ Your promotional strategy (30%)
⦁ Appendix IS THE PPT ALREADY DONE (not included in the word count) which is your submission for Component A
⦁ References (not included in the word count).
The remaining 10% will be awarded for overall creativeness, presentation, structure, spelling and grammar. Please note that this is not a report, and the expectation is that your booklet is visually attractive and includes images in addition to the text. Extracts from good booklets from previous years will be included in the recorded brief to give you examples of what good looks like.
Key points to bear in mind
⦁ All facts must be referenced with in text citations and in your references at the end.
⦁ Please make sure you use the library databases recommended in the supporting material for this assessment rather DON’T USE journal articles.
⦁ Please bear in mind the visual impact of your booklet. We will be showing you examples of how students have managed this effectively in previous years.
⦁ Use the data from your research to justify the decisions that you are making (THIS IS FROM PPT).
⦁ Consider how realistic these recommendations are for the company you are representing.
⦁ There are many supporting materials for this assessment, and we ask you to please engage with them and any sessions we put on to support you to do well. If you are unsure, please ask!
The purpose of this assignment is to enable you to develop and then demonstrate your awareness and understanding of global marketing by using the analysis you undertook for Component A and any additional research as appropriate to support a justification for a market launch strategy.
Specific learning outcomes for this assessment, as detailed in the module specification, are to enable you to
⦁ Critically reflect on the key marketing challenges involved in the development of an organisation’s international activities.
⦁ Demonstrate through thorough market and company analysis and evaluation why marketing strategies may need to be adapted in order to compete effectively in global markets
⦁ Critically apply theoretical models to practical international marketing contexts
⦁ Demonstrate critical awareness of the complexities and nuances presented by the challenge of operating in foreign markets
The following criteria will be used in evaluating this assessment:
Grading Level The recommended entry mode and distribution channel / channels to the target consumer
30% Market segmentation and justification of target selected 30%
(promotions and advertising)
30% Overall creativeness, presentation, structure, spelling and grammar.
70% + Excellent to outstanding justification of entry mode and channel to consumer considering the theoretical underpinning and the market conditions and the company resources using the research from Component A and additional research as appropriate.
(21-30) Excellent to outstanding consideration of how the market might be segmented using a variety of bases and a rigorous justification for the target audience chosen using the research from Component A and additional research as appropriate.
(21-30) Excellent to outstanding justification for a promotional strategy considering the company objectives, the target audience and company resources using research from Component A and additional research as appropriate
(21-30) Excellent to outstanding creativity shown in the presentation of a clearly structured and well written and convincing booklet
60-69% Good to very good justification of entry mode and channel to consumer considering the theoretical underpinning and the market conditions and the company resources using the research from Component A and additional research as appropriate.
(18-21) Good to very good consideration of how the market might be segmented using a variety of bases and a good justification for the target audience chosen using the research from Component A and additional research as appropriate.
(18-21) Good to very good justification for a promotional strategy considering the company objectives, the target audience and company resources using the research from Component A and additional research as appropriate
(18-21) Good to very good creativity shown in the presentation of a clearly structured and well written and convincing booklet
50-59% Adequate justification of entry mode and channel to consumer but with weak theoretical underpinning and limited consideration of the market conditions and the company resources with some use of the research from Component A and additional research as appropriate.
15-18) Adequate consideration of how the market might be segmented using a variety of bases and a rigorous justification for the target audience chosen using some of the research from Component A and additional research as appropriate.
(15-18) Adequate but somewhat descriptive justification for a promotional strategy with some consideration of the company objectives, the target audience and company resources using some of the research from Component A and additional research as appropriate
(15-18) Adequately presented and structured booklet with limited creativity and weak written style
40-49% Weak or limited justification of entry mode and channel to consumer without or with limited theoretical underpinning and limited consideration of the market conditions and the company resources with limited use of the research from Component A and additional research as appropriate.
(12-15) Weak consideration of how the market might be segmented and a weak or missing justification for the target audience chosen with limited use of the research from Component A and additional research as appropriate.
(12-15) Weak descriptive justification for a promotional strategy with limited or no consideration of the company objectives, the target audience and company resources with limited use of the research from Component A and additional research as appropriate.
(12-15) Weak presentation with limited creativity shown. The structure is not clear, and the written style is weak. (4)
0-39% Very weak or no justification of entry mode and channel to consumer lacking theoretical underpinning and very weak or lacking consideration of the market conditions and the company resources with very little application of the research from Component A and additional research as appropriate.
(0-11) Very weak or no consideration of how the market might be segmented. Very weak or lacking a justification for the target audience chosen with little or no reference to the research from Component A and additional research as appropriate.
(0-11) Very weak or no justification for a promotional strategy with very weak or no consideration of the company objectives, the target audience and company resources with little or no reference to the research from Component A and additional research as appropriate.
(0 – 11) Very weak presentation with limited or no creativity shown. The structure is jumbled and lacks conviction, and the written style is very weak
Formative feedback and Support
Formative feedback provides opportunities to reflect on your ongoing work and preparation for your assignment. Your workshops are specifically designed to support you in preparing for your assignments and to provide feedback on your work.
If you need help, please ask. You can arrange to meet module in each support session every Tuesday from 10:00 to 12:00. These are sessions you can come to if there is something you do not understand or if you have any specific questions and to heard feedback form your assessment.
Please use the following file format – Microsoft word file with a .doc or .docx file extension. We cannot ensure that other formats are compatible with markers’ software.
All work should be word processed in 12-point font Times New Roman or Arial and single spaced.
The first page of your coursework must include:
⦁ Your student number
⦁ The module name and number
⦁ Your word count
⦁ The coursework title – Recommended market entry strategy for …. into the …. market.
The maximum word limit for this coursework is 2500 words.
⦁ There is no +/- 10% on word count and anything after the maximum word count will not be marked, in line with UWE Bristol’s ⦁ Word Count Policy.
⦁ In line with UWE policy, this word count includes everything in the main body of the text (including headings, tables, citations, quotes, lists, etc.).
⦁ The references, bibliography and footnotes (provided footnotes only include references) are NOT included in this word count.
Referencing and Assessment Offences
Please ensure you reference all sources used when developing your assessment, using the UWE Harvard system. Failure to properly reference your work to original source material can be grounds for the assessment offence of plagiarism and may result in failure of the assessment or more serious implications. Further guidance on correct referencing is available on UWE’s Study Skills referencing pages.
UWE’s Assessment Offences Policy outlines potential offences and it is your responsibility to understand this policy and avoid potential offences. Details of what constitutes plagiarism and how to avoid it can be found on UWE’s Study Skills pages about avoiding plagiarism.
Text-matching software (e.g. SafeAssign) is used to check every submission against other submissions made at the same time, previous submissions to UWE and other universities, and internet sources. We may also manually search for matches. When submitting your work, you will be required to confirm that the work is your own.
It is an assessment offence to:
⦁ copy work from any source, including your own previous assessments, and present it as your own work for this assessment, or to provide your own work to others
⦁ to work with others on the assessment in any way, or for anyone to make amends on your work (including proof-readers, who may highlight issues but not edit the work)
⦁ change individual words but keep, essentially, the same sentences and/or structures from other sources: this will be detected by text-matching software. Please write in your own words and style to convey your own learning.
Instructions for submission
You must submit your assignment before the stated deadline by electronic submission through Blackboard. Notification that the electronic submission portal is open for your assignment is displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard course
Please allow sufficient time to upload your assignment, noting that the system becomes busier and slower as the deadline approaches. Only your final upload will be counted. Ensure all your information is submitted at one attempt to avoid overwriting your intended submission. Always check and retain your receipts
Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped at a pass. Submissions after 24 hours will not be accepted. For full guidance on online submission through Blackboard, see UWE’s Academic Advice pages on Assignments.
Submissions of coursework by any other method (including a paper copy, on disk or by email) are NOT permissible for this module unless specifically agreed in advance of the submission date.
Before submitting your work, please ensure that:
⦁ You have proofread your work thoroughly to ensure your work is presented appropriately
⦁ You have addressed all the required elements of the assessment
⦁ You have referenced in accordance with the guidance provided
⦁ You have addressed each of the marking criterion
⦁ The submission is in the correct format
⦁ This is your own individual work
This assessment has a three day grace period in which students can submit their work without penalty. While students are expected to plan their work so that they are not impacted by minor illness or delay, if you experience difficulties which affect your ability to submit your work at the published deadline the University allows a three day grace period in which you can submit your work without penalty for this type of assessment. Please note that the submission deadline at the conclusion of the three day grace period is absolute and based on UWE server time, therefore you are strongly advised to submit work well ahead of the deadline dates to avoid your work not being accepted for marking. For full information please see https://www.uwe.ac.uk/study/academic-information/personal-circumstances
Final feedback and marks release
Students will normally receive marks and feedback on their submission within 20 working days of the submission deadline (not including any public holidays or university closure days). Any delay in returning students’ work will be communicated by the module leader via Blackboard.
Feedback on this module is not limited to the written comments you will receive on individual written assessment submissions.
Feedback and marks for this module will be available by the date specified at the top of this document. For further guidance on feedback, please refer to the module handbook.
Further Guidance and Support
There are a number of sources of support to improve your study skills, including:
⦁ The ⦁ UWE Library Study Skills pages – for online support and bookable workshops
⦁ The Faculty of Business and Law’s ⦁ Academic Success Centre for bookable workshops
Guidance on using UWE’s Library.
Specific study skills pages relating to this module include:
How to plan and structure your writing
Research skills / techniques
How to write critically
English language support
In addition, please ensure that you speak to your tutor if there is something you do not understand. There is plenty of guidance on the Blackboard page under the assignments tab.
For further guidance on UWE assessment regulations and terminology see UWE’s Academic Advice pages.
If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example illness, accident, bereavement), seek advice from a Student Support Adviser at the earliest opportunity. Appointments can be made via an Information Point or online via the Student Support Pages.
Student Support Advisers can advise as to whether you should submit an application for ‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the application. Further details on PCs can be found on the Student Support Pages.
The module leader cannot grant personal circumstances or extensions.