BS692 L7 International Marketing (INTM) Jun 2026 Assessment Brief | ULaw

BS692 L7 INTM ASSESSMENT BRIEF

L7 International Marketing

By sitting this assessment, I am confirming:

• That I have worked independently on this assessment submission, and I have not worked together with any current or previous student at the University to produce my submission, other than when officially permitted to do so;
• I also confirm the contents of my submission have not been generated by a third party;
• I have fully referenced and correctly cited the work of others, where required;
• I have not used any generative AI tools to generate, rephrase or otherwise produce content for this submission, except where their use was explicitly permitted, and I have read and understood the University's AI in Higher Education Policy and Protocols;
• I have read the Student Discipline Regulations and understand that any academic misconduct can lead to disciplinary consequences and undermine academic integrity;
• I understand that where applicable, I am expected to engage with my academic work in a manner that meets the professional standards and requirements set by the relevant Professional, Statutory and Regulatory Body (PSRB) or accrediting body for my course.

By submitting this assessment submission, I am confirming that I am fit to sit according to the Assessment Regulations.

EARNING OUTCOMES

1.Synthesise and critically evaluate the links from the international corporate strategy to the marketing strategy and ways of delivering an organisation’s corporate mission and vision effectively.
2.Develop sustainable international competitive advantage through synthesise and implementation of international approaches to marketing leadership and innovation; assessing the link between shareholder value and an organisation’s on-going success.
3.Develop international marketing strategies to establish an organisation’s competitive and sustainable marketing and relationship strategies to achieve the organisation’s strategic intent and deliver its value proposition.
4.Develop operational marketing plans at organisational level using synergistic planning processes, taking account of different planning frameworks (cross- functional and board level contribution) and ensuring they are within the resource capabilities of an organisation.
5.Critically evaluate and design the most appropriate organisational structures for market-oriented organisations and in a changing international environment whilst evaluating the resource implications and requirements.

Assessment details: Individual written report, 100% (2,500 words)

Referencing: Students are expected to use ULAW Harvard (APA 7th) Referencing throughout their assignments where required. Please follow the ULAW Harvard (APA 7th) Referencing Handbook for all your assignments at the ULBS.
Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism and the use of AI software.

You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.

Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.

ASSIGNMENT DETAILS

In this 2,500-word report you are required to demonstrate your ability to synthesize and critically evaluate various aspects of international marketing approaches within the context of chosen organisation’s corporate mission and vision.
Your task is to propose a brand new market for your organisation to enter and construct an international marketing plan that aligns with corporate objectives and fosters sustainable competitive advantage. Your report should also address the development of operational marketing plans and organisational structures suitable for a dynamic international environment.

ASSIGNMENT TASKS & INDICATIVE STRUCTURE:

Please follow the provided structure and approximate word count recommendations.

1.Introduction (LO1) (300 words)

• Introduce an organisation of your own choice and briefly evaluate its existing international market presence and link to their mission, and/or vision.
• Identify ONE new market/country for your organisation to enter. Ensure that they do not already operate in this country.
• Avoid choosing Amazon, Tesla, Apple, Microsoft, Samsung, Google, Ebay or similar companies, rather focus on companies who do not have an extensive international presence yet. You may check your topic choice with your lecturer.

2.Sustainable Competitive Advantage (LO2) (500 words)

• Following from the identification of the new market, analyse the new country’s attractiveness for your business and how the new market entry would help in strengthening the organisation’s competitive advantage.
• Discuss how this approach can enhance shareholder value and contribute to long-term success of the organisation.
• You must use academic models and frameworks and support your information by referencing.

3.International Marketing Plan Development (LO3) (1,000 words)

• Further develop the idea from the previous section into a simplified international marketing strategy.
• Outline selection of international competitors (in a table) and prepare ONE detailed new market customer persona (image/infographics).
• Discuss the cultural impact or differences the organisation may face upon entry into the new market.
• Propose a detailed communications mix (in a table) in launching the given product or service in the new market.
• Identify and clearly justify ONE market entry approach and discuss the expected impact on the organisation’s competitive position and value proposition.
• You must use academic models and frameworks and support your information by referencing.

4.Operational Marketing Plans (LO4, LO5) (600 words)

• Recommend an operational marketing plan outlining the necessary steps for implementation of the proposed international expansion.
• Include up to 3 SMART objectives and key KPIs for the international expansion.
• Consider cross-functional collaborations, team roles, and board-level input within this process. Assess if your operational plan could require changes in the organisational structure in supporting market orientation.
• Discuss overall feasibility and anticipated speed of the new market entry approach.
• You must use academic models and frameworks and support your information by referencing.

5.Conclusion (100 words)

• Provide a short conclusion for the work, summarising the key points.

6.References

• Include a comprehensive list of references using appropriate academic and professional sources to support your analysis. These should come

predominantly from sources found in the ULAW online library databases, the chosen company’s website and other reputable industry publications.

BS692 L7 Assessment Criteria