MKT724 Global Marketing Cw1 Assignment Brief 2025 | Ulster University

MKT724 Coursework 1: International Market Presentation

Coursework 1 – BRIEF

In groups of four to six members, students will conduct background research into a potential new international market for a company originating from Northern Ireland. The company name will be allocated to each group by the module co-ordinator in class. Students will produce a group presentation summarising the key findings (2-3 minutes per member). The presentation will be followed by questions and answers. The presentation is worth 30% of the marks for the module (see marking criteria below). The overall mark will consist of group and individual parts worth 50% each.

The presentation should start with an overview of the business, its products, competitive strategy and its scope of operations, including details of any international sales it may have at present. It should then move on to examine one potential country and a rationale provided for the selection of the country.

Following this, a micro environment analysis will be undertaken. The micro environment analysis should include a focus on:

• Competition
• STP – segmentation, targeting, positioning)
• Product/packaging adaptations
• Pricing strategy
• Marketing communications plan (advertising and promotion)
• Market entry strategy (evaluation of entry mode choices).

In addressing the above areas, reference should be made as appropriate to country level macro factors, such as legislation, economic conditions and culture.

The presentation should conclude with a number of market entry recommendations for the company based on the preceding analysis. Within the presentation reference should be made to relevant international marketing concepts and literature where appropriate.

Assignment Submission Details:

The presentation will take place on Friday 3rd May, in Room BA-01-009, Belfast Campus (presentation times will be confirmed once groups have been finalised). Presentations slides must be submitted to Blackboard one day in advance of the presentation. All submitted assignments should have the file name: MKT724 Presentation. All group members are required to take part in the presentation. Failure to do so will result in no mark being awarded to the individual for this assessment. If any group member is unable to participate in the presentation due to extenuating circumstances, then approval must be obtained from the Course Director in advance of the presentation date, with the Module Co-ordinator (Prof. Barry Quinn) copied into the request. In such case, if the group member can show that he/she contributed to the presentation slides, then their work may be assessed, allowing the remaining group members to continue with the presentation on the given date.

Marking of Group Coursework Assessment:

Groupwork has considerable benefits for student learning on this module. It will allow you to undertake an assessment linked to a more comprehensive element of the module content than possible through an individual assignment. It will enable you to develop interpersonal and teamworking skills while taking part in a project that would typically be encountered in a management/consultancy team environment.

The module co-ordinator will provide guidance on group membership and will make the final decision on group membership. Any groups with concerns regarding the equal and fair contribution of a group member(s) should contact the module co-ordinator at the earliest possible stage – not at or after submission. The matter will then be addressed by all group members with the module co-ordinator, and this is expected to lead to a satisfactory resolution of the matter.

Coursework 1 FEEDBACK

Verbal feedback on the presentation assessment will be provided immediately following the presentation and written feedback will be available via Blackboard on Tuesday 7th May, 2024.

Coursework 1 Assessment Rubric / Marking Proforma

Group presentation (50% of overall assessment mark)

Individual part (50% of overall assessment mark)