Pearson BTEC Level 5 Higher National Diploma in Business

Unit 50: International Marketing

Assignment Brief – Part 1

Centre number	01018
Unit Number and Title	50: International Marketing
Unit Code	J/618/5133
Unit Level	5
Credit Value	15
Academic Year	2023
Assignment Title	Understanding international context to coordinate and evaluate marketing entry methods for achieving business objectives
Unit Tutor	Joel Ebenezer Job, Mohammad Fayyaz Alam
Issue Date	2^nd May 2023
Assignment Brief Internally Verified	8^thApril 2022
Presentation submission date	11^th June 2023 – Presentation submission date/Delivery of presentation starts the following day according to individual booking.
Submission Date	17^th July 2023
Submission Format
The submission is in the form of a report. Utilise headings and paragraphs appropriately using Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism. The overall word count for the report is 3000 words, although you will not be penalised for going under or exceeding the total word limit.
Unit Learning Outcomes
By the end of the task a student will be able to: LO1: Analyse how effective marketing contributes to business strategies in an international context LO2: Evaluate entry to a selection of international markets and define the key success factors
Transferable skills and competencies developed
Analysing scope and key concepts of international marketing and its effectiveness to business strategies in an international context Evaluating the rationale for an organisation to market internationally and assessing various routes to market Evaluating the opportunities and challenges that marketing presents to an organisation Producing a critical evaluation of the international market context and their strategic adaptation to various markets.
Vocational scenario
You are currently work for a large UK retailer as an Assistant Marketing Manager. The shareholders have approved a vote to take their business into the international market. The Marketing Manager of the organisation has asked you to contribute to an effective marketing strategy for the business in an international context. As the acting manager for this please compare 2-3 international market examples and recommend the key factors for the success for your business.
Assignment activity and guidance
Your research paper should be in a Report Format. Utilise headings and paragraphs appropriately using Harvard referencing system (or an alternative system) and provide a bibliography where relevant using an appropriate referencing system. Inaccurate use of referencing may lead to issues of plagiarism. The overall word count for the report is 3000 words, although you will not be penalised for going under or exceeding the total word limit.
Assignment tasks
As an assistant marketing manager who is required to prepare a strategic move towards internationalisation, you are required to understand the scope this change can bring about in your organisation. This research will allow you to examine the contribution international marketing will have towards meeting strategic objectives. Your report must include the important global and customer trends that influence the international marketing strategy your organisation will carry forward and recommend minimum of two routes to market, including direct and indirect channels. Examples such as websites, sales agents and franchises. Analyse the importance of choosing the right international market for your organisation by implementing selection and entry evaluation process. Evaluate the choice of the market by discussing opportunities and challenges in relation to ethical, legal considerations and cultural norms and values. Recommend risk mitigation techniques and contingency plans to help company transition into a volatile international market. Discuss on your report the generic international market entry strategies in relation to your company objectives – include franchising, direct exporting, acquisition and joint ventures. Overall, your analysis and marketing strategy will determine the key success factors of international marketing and these factors must be defined and highlighted in your analysis.
Recommended Resources Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Learning Outcomes and Assessment Criteria

Pass	Merit	Distinction
LO1 Analyse how effective marketing contributes to business strategies in an international context		LO1 and LO2 D1 Produce a critical evaluation of the international market context, including insight into how organisations should adapt their marketing strategies for various markets.
P1 Analyse the scope and key concepts of international marketing. P2 Discuss the rationale for an organisation to want to market internationally and describe the various routes to market they can adopt.	M1 Evaluate the opportunities and challenges that marketing internationally presents to an organisation.
LO2 Evaluate entry to a selection of international markets and define the key success factors
P3 Evaluate the key criteria and selection process to use when considering which international market to enter. P4 Explain, using examples, the different market entry strategies, including the advantages and disadvantages of each one.	M2 Apply the market evaluation criteria and entry strategies, and make recommendations for a selected organisation.

Unit 50: International Marketing

Assignment Brief Part 2:

Unit Number and Title	Unit 50: International Marketing
Centre number	01018
Unit Code	J/618/5133
Unit Level	Level 5
Credit Value	15
Academic Year	2023
Unit Tutor	Joel Ebenezer Job, Mohammad Fayyaz Alam
Assignment Format	Presentation
Assignment Title	Adaptation and standardisation of marketing plan across international markets
Issue Date	2^nd May 2023
Assignment Brief Internally Verified	8^thDecember 2022
Submission Date	11^th June 2023 – Presentation submission date/Delivery of presentation starts the following day according to individual booking.
Submission Format
This submission is in the form of a presentation that includes a visual roadmap. It is a 15minutes presentation with five minutes allocated for questions. The speaker notes must be added on the presentation slides in the notes section to give the audience a clear takeaway message. You are required to make effective use of PowerPoint headings, bullet points and sub-sections as appropriate. For further guidance on the presentation please read the assignment and activity guidance segment, which should be covered in the speaker notes in the presentation slides. The speaker notes added in the slides will also be assessed as a mandatory part of your presentation. All work must be supported with research and referenced using the Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 3000(+ /- 10%) words, although you will not be penalised for going under or exceeding the total word limit.
Unit Learning Outcomes
LO3: Debate how the elements of the marketing plan can be adapted or standardised across international markets LO4 Present different international marketing approaches for multinational, global, transnational or meta-national contexts.
Transferable skills and competencies developed
Developing the ability to research new destinations and market opportunities for organisation to expand internationally. Evaluating the differences between global and local environments for product adaption. Considering the use of new technologies to justify marketing mix while giving examples. Developing skills to negotiate and assess new businesses in international markets. Maximising organisation opportunities by providing recommendations in an international setting.
Vocational scenario
In your role as an Assistant Marketing Manager, you have to deliver a presentation to convey information on your report to your stakeholders. The presentation will accurately state the ability of the organisation to capture market share in an international context. This change will be presented in relation to product, pricing, promotional and distributional approaches. Discuss in detail marketing mix that has been applied and adapted in the international context. The presentation must correlate to the PART 1 of this assignment to show understanding of the learning outcomes.
Assignment activity and guidance
Present the key arguments in the global vs local debate and discuss how the product, pricing, promotional and distribution approach differs in an international context. Challenge the context and circumstances in which an organisation should adopt a global or local approach, highlighting the implications of doing so. You must articulate in detail how to adapt the marketing mix of a selected organisation in an international context and justify how the marketing mix can be adapted and applied, giving a range of international examples. Present explicitly different international marketing approaches for multinational, global, transnational or meta-national contexts. Compare home and international orientation and ways to assess competitors, giving implications of each approach. Through your debate, present the benefits and limitations of various international marketing approaches and competitor analysis in relation to organisational purpose and orientation. Recommend for how organisations should be structured to maximise the opportunity in an international context which enable them achieve business objectives.
Recommended Resources Please note that the resources listed are examples for you to use as a starting point in your research – the list is not definitive.

Textbooks

ALBAUM, G. and DUERR, E. (2016) International Marketing and Export Management.

8th Ed. Harlow: Pearson.

KEEGAN, W. (2016) Global Marketing Management: International Edition. 9th Ed.

Harlow: Pearson.

LOWE, R., KENYON, A. and DOOLE, I. (2019) International Marketing Strategy: Analysis,

Development & Implementation. 8th Ed. Cengage.

Websites

www.hubspot.com HubSpot

Business and marketing resources

(General reference)

www.marketingdonut.co.uk Marketing Donut

Market strategy

Export

(General reference)

www.marketingprofs.com Marketing Professionals

Topic

International marketing

(General reference)

www.mycustomer.com MyCustomer

Marketing

(General reference)

Links

This unit links to the following related units:

Unit 1: Business and the Business Environment

Unit 2: Marketing Processes and Planning

Unit 35: Integrated Marketing Communications

Pass	Merit	Distinction
LO3 Debate how the elements of the marketing plan can be adapted or standardised across international markets			D2 Justify how the marketing mix can be adapted and applied, giving a range of international examples.
P5 Present the key arguments in the global vs local debate. P6 Discuss how the product, pricing, promotional and distribution approach differs in an international context.	M3 Challenge the context and circumstances in which an organisation should adopt a global or local approach, highlighting the implications of doing so. M4 Articulate in detail how to adapt the marketing mix of a selected organisation in an international context
LO4 Present different international marketing approaches for multinational, global, transnational or meta-national contexts.			D3 Present recommendations for how organisations should be structured to maximise the opportunity in an international context.
P7 Present various international marketing approaches for different organisations and contexts. P8 Compare home and international orientation and ways to assess competitors, giving implications of each approach.	M5 Present the benefits and limitations of various international marketing approaches and competitor analysis in relation to organisational purpose and orientation.

Before you get started, please read the following information very carefully.

Assignment Format/Style

Produce an informal report/paper that addresses all the tasks in the assignment brief. You are encouraged to use diagrams or tables to illustrate and reinforce your findings, using single space and font size 12. Any references to academic theory should be correctly cited and referenced in a bibliography at the end of the report. (Please do not copy and paste information).

Fully completed assignment cover page

Title page

Table of contents

Introduction

Main body of the report clearly identifying the separate outcomes and assessment criteria

Conclusion and recommendations (if relevant)

References and bibliography

Appendices only if relevant and necessary

Assignment Content

The assignment brief includes headings relevant to the unit outcomes, read and follow the tasks listed under each heading and this will make certain that you cover all the outcomes and assessment criteria to achieve the unit.

Assessment and Grading

Read the assessment grading criteria before attempting the assignment tasks, as it contains important information about how you should approach your assignment and how grading is applied in order for you to achieve a pass, merit or distinction.

Assignment Submission

All assignments must be submitted by the agreed date, via MOODLE. Assignments submitted late, but with permission, will be marked as a pass only. Assignments submitted late, without permission, will not be marked until the end of the year, or the next time the unit is scheduled.

Please ensure that your assignment is attached to the assignment submission receipt and that you read and sign the statement confirming authenticity. Check that all relevant fields are completed fully before submission.

Assignment Feedback

Once the assessor has marked your assignment, you will receive written feedback, either confirming that you have met the required standard and grade awarded, or that you have not yet met the standard and what you need to do to make the necessary improvements. Please note that achieved and confirmation of grades is provisional until signed off by the Internal Verifier.

Student Guide to Writing an Assignment

This is an assignment guide to help support you while completing your BTEC Assignments.

It includes:

Assignment writing guidance

Referencing guidance

Bibliography / References

Please list down “works cited” within the framework of enumerative bibliography – a list of references to key articles and texts. Verify each reference carefully; the references must correspond to the citations in the text. The list of references should start on a new page and be listed alphabetically by the name of the author(s) and then by year, chronologically. Only the first author’s name is inverted. The name of each author and the title of the citation should be exactly as it appears in the original work. More Information can be found in the College MOODLE in the General Information about the Harvard Referencing.

Recommended Reading:

Learners must consult College and local national library facilities. In addition, learners need to read the broadsheet press and weekly business magazines regularly. You should also use relevant internet sites regularly and identify key influences and recent and relevant research with regard to your subject area. You should read topical case studies and read about national campaigns and government initiatives in your area of interest. Following is the list of indicative resource materials.

Student Assessment Submission and Declaration

When submitting evidence for assessment, you must sign a declaration confirming that the work is your own.

Student name:			Assessor name:
Issue date:		Submission date:		Submitted on:
Programme:	BTEC Higher National Diploma in Business
Unit:

Plagiarism

Plagiarism is a form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, may be penalised. It is your responsibility to ensure that you understand correct referencing practices. As a university-level student, you are expected to use appropriate references throughout and keep carefully detailed notes of all your sources of materials for the material you have used in your work, including any material downloaded from the Internet. Please consult the relevant unit lecturer or your course tutor if you need any further advice.

Student declaration

I certify that the assignment submission is entirely my work. I fully understand the consequences of plagiarism. I understand that making a false declaration is a form of malpractice.

Student signature:

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