| Category | Coursework | Subject | Business |
|---|---|---|---|
| University | Brimingham City University | Module Title | ENG7144 International Business and Marketing |
| Word Count | 3000 Words |
|---|---|
| Assessment Type | Coursework |
| Assessment Title | Individual Report for a Marketing Plan |
| Level: | 7 |
This module comprises of 2 parts:
Part 1: Team presentation 25%
Part 2: Individual report 75%
Part 2 – you are to develop an International Marketing-led Business Development Plan, which you would have worked on already with your team. You will now, individually, expand on a current project/product from the UK (or another market) into a chosen international market for growth and sustainable competitive advantage. The plan will not exceed 3000 words (excluding appendices).
Title: Individual Marketing-led Business Plan
Style: Individual report
This module provides a particular focus on global strategic positioning, entry strategies and alliances, effective cross-cultural boundaries and management; developing and retaining an effective global management for products and services.
You will reflect on current research, current events and global developments to develop an International Marketing-led Business Development Plan. This plan will expand on a current project/product (goods or service) from the UK (or other market) into a chosen international market for growth and sustainable competitive advantage. You will present findings first as a team and then compile and individual marketing plan.
In teams, you will begin by deciding on a product (goods or service) which you will internationalise from a ‘home’ market to an ‘international’ market.
You will need to focus on current market conditions, drawing on the EXTERNAL environment by using a STEEPLE analysis, assessing customers, competition, Suppliers & Alliances, whilst taking cultural considerations into account. The business’s environmental considerations should include the future global, macro, business considerations as well as the, more micro, aspects of defined markets’ & segments’ quantified size & value, particularly highlighting changes as major sources of commercial advantage.
In addition, you will also consider the INTERNAL environment of the organisation. This will include resources such as Human, Tangible, Intangible alongside capabilities and organisational management structures.
From these EXTERNAL and INTERNAL analyses, you will compile your findings in SWOT analyses, deriving organisational objectives, drawing conclusions and formulation of international marketing strategies. This will aid the development of your individual Marketing-Led Business Development Plan for expansion into new and emerging markets.
Additional information:
Please see the Marketing-led Template provided on Moodle for format and headings to be used for both parts of the assessment.
Do You Need ENG7144 CWK Report Assessment of This Question
Request to Buy AnswerTable of Assessment Criteria and Associated Grading Criteria
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Learning Outcomes |
1 |
2 |
3 |
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Assessment Criteria à |
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Weighting: |
0.3 |
0.3 |
0.15 |
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Grading Criteria
0 – 29% F |
No knowledge of the external environment and issues relating to its development. A poor piece of work. No real attempt to answer the questions. Poor arguments and lack of relevance.
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No knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. A poor piece of work. No real attempt to answer the questions. Poor arguments and lack of relevance. |
No knowledge displayed of marketing plan structure or development. Nothing to evidence progress towards compiling a report. |
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30 – 39% E |
Little knowledge of the external environment and issues relating to its development This report shows some understanding of key issues but some content is partly or substantially irrelevant. Poorly structured. Displays little knowledge or understanding of subject matter.
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Little knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. This report shows some understanding of key issues but some content is partly or substantially irrelevant. Poorly structured. Displays little knowledge or understanding of subject matter. |
Little knowledge displayed of marketing plan structure or development. Very little evidence of progress towards compiling a report. Including significant errors or misconceptions in the report. |
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40 – 49% D |
Inadequate knowledge demonstrated of the external environment and issues relating to its development Material is largely relevant, but muddled, lacking focus and structure. Important elements are missing or there are significant errors of understanding. |
Inadequate knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. Material is largely relevant, but muddled, lacking focus and structure. Important elements are missing or there are significant errors of understanding. |
Inadequate knowledge displayed of marketing plan structure or development. Some evidence of progress towards compiling a report. There may well be signs of confusion about understanding and presentation of complex material. |
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50 – 59% C |
Knowledge demonstrated of the external environment and issues relating to its development. Generally, a sound attempt at appraising issues and demonstrated adequate knowledge of the subject. However, still incomplete and some elements missing. Limited evidence of independent thought or research.
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Knowledge demonstrated of structured marketing strategy and the influences on the internal environment and its formation. Generally, a sound attempt at appraising issues and demonstrated adequate knowledge of the subject. However, still incomplete and some elements missing. Limited evidence of independent thought or research. |
Knowledge demonstrated of marketing plan structure or development. The report demonstrates some familiarity as there is an awareness and demonstration of fundamental concepts. Presentation and organisation of the report is reasonably clear. |
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60 – 69% B |
Changes proposed and explained for external environment and appreciated issues relating to its development. Comprehensive and coherent attempt of appraisal. Evidence of significant reading & research beyond the basic texts. Displays good knowledge of the subject matter and an ability to discuss impact intelligently and analytically.
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Strategies proposed to meet SMART objectives; and noted influences on the internal environment and its formation. Comprehensive and coherent attempt of appraisal. Evidence of significant reading & research beyond the basic texts. Displays good knowledge of the subject matter and an ability to discuss impact intelligently and analytically. |
Structured marketing-led business development plan, written in effective English. The report demonstrates good familiarity as there is an awareness and good demonstration of fundamental concepts and critical awareness. The report is well organised and written to a good standard. |
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70 – 79% A |
Proposed and explained the effects of changes in the business environment; full consideration of issues relating to its development. Well-focussed analysis and comprehensive. Strong evidence of reading beyond the basic texts and lecture materials, displays mastery of the subject matter and ability to discuss in an intelligent and thoughtful manner. No major errors though some minor errors or improvements noted.
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Proposed and explained SMART alternative strategies specific to a number of segments and the influences on the internal environment and its formation. Well-focussed analysis and comprehensive. Strong evidence of reading beyond the basic texts and lecture materials, displays mastery of the subject matter and ability to discuss in an intelligent and thoughtful manner. No major errors though some minor errors or improvements noted. |
No major short comings in marketing-led business development plan. The report demonstrates excellent critical awareness of all concepts. The report is well written and displays very good organisational and presentational skills. |
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80 – 89% A+ |
Fully evaluated the effects of changes in the business environment; demonstrating full consideration of issues relating to its development. Well-focussed, carefully structured and thoroughly considered analysis. Cogent and clearly argued. There is originality and/or independent critical analytical ability that shows mastery of the subject matter to an exceptional degree. No major errors noted.
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Fully evaluated alternative strategies to achieve the objectives; noting the internal environment and its formation. Well-focussed, carefully structured and thoroughly considered analysis. Cogent and clearly argued. There is originality and/or independent critical analytical ability that shows mastery of the subject matter to an exceptional degree. No major errors noted. |
A clear, logical and error free marketing-led business development plan, appropriate referencing and very well structured. The report demonstrates outstanding analysis and critical awareness. There is evidence of original thought and the report is well written displaying excellent organisational and presentational skills. |
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90 – 100% A* |
Exceptionally evaluated the effects of changes in the business environment; demonstrating full consideration of issues relating to its development. Outstanding and insightful work. Containing evidence of significant independent research, application and well-structured. Aptly focussed and well-written. Free of errors.
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Exceptionally evaluated alternative strategies to achieve the objectives; noting the internal environment and its formation. Outstanding and insightful work. Containing evidence of significant independent research, application and well-structured. Aptly focussed and well-written. Free of errors. |
Extremely clear, logical and error free marketing-led business development plan, appropriate referencing with an outstanding structure. A truly outstanding report. The report presented is faultless, well-structured, carefully and rigorously evaluated. (The work should be of publishable quality in a peer-reviewed national conference).* *in very exceptional circumstances. |
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