6032MKT Global Marketing CW2 Assignment Brief 2025/26 | Coventry University

6032MKT Assignment Task

This is an individual assignment.

In the lifecycle of a business, expansion into international markets is a critical strategic decision that requires thorough analysis. For this assignment, you will assume the role of a marketing consultant for one of the following UK-based plant-based food companies (THIS, The Meatless Farm or Planty).

Your task is to develop a comprehensive International Market Entry Plan for expanding into a selected South American country where the company currently has minimal or no presence.

Report Structure:

• A cover page with title of the assignment, your student ID, and total word count
• Table of contents
• An Introduction summarising the company, its current marketing mix, and rationale for expanding into a specific South American country.
• Macro, Meso and Micro environmental Analysis using PESTLE and Porter’s Five Forces.
• A Globalisation vs Localisation evaluation focusing on marketing mix adaptation or standardisation.
• A detailed cross-cultural marketing strategy by recommending a suitable market entry mode and suggesting appropriate marketing activities adapted to local culture.
• Acknowledgement of use of AI tools (if any)
• References (not included in word count)
• Appendices are optional (not included in word count)

Word Count

The word count is 3,000 words excluding references. The word limit includes quotations and citations. 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.

Use of Artificial Intelligence (AI):

This assessment is categorised as AMBER for the use of AI. You may use AI for the following only:

• Inspiration: using AI tools to generate research questions or topic.
• Summarising and consolidating notes: using AI tools to summarise notes or to consolidate notes.
• Presentation: using AI tools to present data in an accessible format such as by generating, graphs, charts, tables, slides, images, word-clouds, animations, or captions.
• Checking: using AI tools to proofread work.

Submission Instructions:

The assessment must be submitted by 18:00 hours on 4/12/2025. No paper copies are required. You can access the submission link through Aula.

• Please ensure that you have submitted your work using the correct file format; unreadable files will receive a mark of zero. The College accepts Microsoft Word documents only. PDF files will not be accepted.
• 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.
• All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
• Students MUST keep a copy and/or an electronic file of their assignment.
• You need to acknowledge how you have used any AI tool by inserting a table as per the example below before your list of references:

Marking and Feedback

How will my Assignment be Marked?

Your assignment will be marked by the module team.

How will I receive my grades and feedback?

Provisional marks will be released once internally moderated.
Feedback will be provided by the module team alongside grades release via Turnitin.
Your provisional marks and feedback should be available within 2 weeks (10 working days).

What will I be marked against?

Details of the marking criteria for this task can be found at the bottom of this assignment brief.

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1. Critically analyse and synthesise the dynamics and key aspects of the international business environment and their effect on marketing performance.
3.Examine and critically evaluate globalisation versus localisation issues related to the marketing function.
4. Propose and justify relevant marketing strategies and activities within specified cross-cultural 

Administration of Assessment

Attempt Type: Standard
Component Code: Cw2

6032MKT cw2 Assessment Marking Criteria