MS70102E Level 7 Global markting & digital bussiness Assessment brief 2026/27 | UWL

MS70102E Global Marketing and Digital Business

Table of contents 

1  Team contact details
2  Module overview
3  Preparing for your Assessment
4  Summative Assessments

• Summative Assessment 1
• Summative Assessment 2
• Summative Assessment 3

5  Learning materials
6  Maintaining Academic Honesty and Integrity
7  Meeting Deadlines 
8  Getting Support
9  Glossary and Acronyms

1    Team contact details 

2    Module overview 

The aim of this module is to equip students with knowledge of marketing strategy in the context of digital technology and consumer behaviour, and its application in the contemporary global environment. Students will learn to apply theories and models of strategic marketing to organisational or product scenarios that are most relevant to them. The module builds on the understanding of the global trading environment, differences in buyer and consumer behaviours and it examines how global marketing analysis, strategies and programmes can be developed, organised and implemented in a digital business. 
 
 In summary, this module prepares a student to grasp a strong understanding of the essentials of global marketing in a digital business, Internationalization Theories, Development of Firm’s International Competitiveness and Online Business, Global Marketing Research, Political 
Economic and Sociocultural Environments, International Market Selection Process, Market Entry Decision and issues surrounding Brand and Reputation management, Global Product Decisions, Global Pricing and Distribution Strategies, Global Communication Strategies and Contemporary aspects in relation to cyber security, big data and regulatory compliance Therefore, this module will be based on exploring these digital business marketing concepts deployed by global organisations

At the end of this module, the student will be able to: 

1.    Demonstrate a critical understanding of the impact of digital technology on marketing strategy in  the current global context. 
2.    Understand the current trends in global consumer behaviour and its impact on marketing  strategy. 
3.    Create and analyse a marketing strategy for a given organisation or product. 
4.    Evaluate competing theories and models relevant to a given or chosen situation in creating a  suitable marketing strategy. 
5.    Understand and apply the principles of sustainable marketing and social responsibility to a given or chosen scenario.

3    Preparing for your Assessment

A key part of your learning will be preparation for your summative assessment. You will be provided feedback on your formative assessments, and this will help you to better understand what is required of you when you submit your summative assessment. Please see below guidance on your formative assessment and how to access your feedback.

Assessment Support   

4    Summative Assessments 

Summative Assessment 1 

Main objectives of the Assessment  

Digital Transformation, AI Disruption, & Retail Economics

Prompt & Context

The global commerce ecosystem is undergoing a fundamental structural transition. Driven by the convergence of mobile e-commerce, platform economics, hyper-personalized recommendation engines, and agentic Artificial Intelligence (AI), traditional retail paradigms have been fundamentally rewritten. Search engines, generative discovery tools, autonomous buying agents, and social commerce platforms have altered not only how consumers discover and evaluate products, but how economic value is created, distributed, and captured.

Today, organisations operate in a hyper-automated, data-driven environment. While tech giants like Amazon and Alibaba, alongside modern digital oligopolies, leverage vast access to proprietary consumer data and generative AI to optimise real-time dynamic pricing, supply chain forecasting, and predictive customer journeys, small and medium-sized enterprises (SMEs) face unprecedented market headwinds. Rising customer acquisition costs (CAC), inflationary supply pressures, and the rapid pace of technology adoption present a severe barrier to entry for smaller brick-and-mortar operators.

This dynamic raises a critical macroeconomic and strategic dilemma:  

Is the rapid transition away from physical retail toward AI-driven, platform-dominated ecommerce systematically annihilating small and medium-sized enterprises (SMEs), or is it a classic process of Schumpeterian "creative destruction" that empowers agile, AI-enabled, niche-focused physical and digital hybrid models retail toward AI-driven, platformdominated e-commerce systematically annihilating small and medium-sized enterprises (SMEs), or is it a classic process of Schumpeterian "creative destruction" that empowers agile, AI-enabled, niche-focused physical and digital hybrid models?

Assignment Requirements & Specifications

1.    The Executive Précis (1,000 Words) Draft an executive-level analytical précis (1,000 words), excluding metadata and reference list) synthesising and critically evaluating the prompt above. A précis is not merely a summary; it is a rigorous analytical distillation that isolates core arguments, evaluates economic assumptions, and provides a structured thesis statement. 
2.    Exact Volume: You must integrate exactly eight (8) scholarly or high-impact industry sources (peer-reviewed journal articles, authoritative economic reports from bodies like McKinsey, OECD, or WEF, or academic texts). 
3.    Recency Constraint: All sources must have been published within the last 5 years (2021– 2026). 
4.    Referencing: All citations and the bibliography must strictly conform to Harvard Referencing formatting guidelines. 

Summative Assessment a. 

Assignment: International Market Entry Strategy  

This assignment requires you to function as a marketing consultant for a company. Your task is to develop and present a strategy for launching a new, eco-friendly product into an international market. You will be assessed on your ability to apply core marketing principles to a real-world scenario 

Summative Assessment o 

This task requires you to transition from the theoretical strategy (Element 2) to the practical, creative execution required for market launch. You are required to demonstrate your knowledge regarding company target market, digital marketing tools used in this campaign (social media, slogan, brochure, …) and evidence for standardisation or adaption regarding the host country’s culture. 
Marketing Campaign Poster Guideline: 
•    Design: Design a single, professional Marketing Campaign Poster (A3 or equivalent size/resolution) that visually encapsulates a key launch campaign for the host country. 
•    Visual Integration: The poster must include key creative elements such as the slogan, appropriate imagery/design of your new product and clear representation of the Call-to-Action (CTA) directing customers to a digital touchpoint (e.g., website, localised social media, or app download). 

5    Learning materials 

You can find the reading list for this module: 
•    On Blackboard in the module area. 
•    Online at UWLReadingLists by searching for the module code or title. 
Remember to log into Blackboard daily to receive all the latest news and support available at your module information sites! 
Subject guides are also available to help you find relevant information for assignments, with contact details of the Subject Librarian for your School 
 
6    Maintaining Academic Honesty and Integrity 

Academic Integrity means being honest in your studies and taking ownership of the work you submit. This means avoiding plagiarism and cheating and making sure that all work you submit is genuinely your own. Your work should always meet the requirements of the assessment and be a fair and honest representation of your effort. Not following these requirements is known as academic misconduct, and it can lead to penalties under the University’s Academic Offences Regulations. 
Academic misconduct includes submitting work which is not entirely your own without clearly acknowledging or referencing the original source; cheating in exams; working with someone else on an assessment you are meant to complete yourself; failing to get ethical approval for research; or inventing or altering data, results, or research. 
Using essay mills or misusing of Generative Artificial Intelligence to gain an unfair advantage is also considered academic misconduct. AI is a powerful tool, and when used wisely and responsibly you can make the most of it while maintaining academic integrity. The university has guidance for students on Artificial Intelligence and how to use it responsibly when writing your assignments, you should always refer to this during your studies. 
Please speak to your module tutors for clarification on appropriate AI use for each assessment as there is so much diversity in how AI may be leveraged across your course. 
 
7    Meeting Deadlines 

You should always try your best to submit your work on time. If circumstance outside your control mean that you cannot submit on time or are unable to attend an in-person assessment like an exam or in-class test, then you can make an exceptional circumstances request for that assessment. 
You can request an Extension to allow you to submit coursework within the 10 calendar days late submission period, without your maximum mark being limited to the pass mark. All extension requests must be made before the deadline. 
You can request Mitigation to allow you an additional attempt at an assessment you cannot or did not submit or have failed. 
All exceptional circumstances requests must meet the exceptional circumstances criteria. 
You can either ‘Self-certify’ or provide evidence for your exceptional circumstances request. 
Self-certifying means that if your request details and meets the exceptional circumstances criteria, you do not need to provide evidence. You can only self-certify before the deadline. You can self-certify for three assessments each academic year. 
If you have used all your self-certification opportunities, or requested mitigation after the deadline, you will need to provide evidence of your exceptional circumstances. 
You can use an Individual Support Plan (ISP) as evidence for an Extension, but not Mitigation. 
The Student Union Advice Service can provide support and guide you through the extension and mitigation process; you can access further information by visiting the UWLSU webpage. 
 
8    Getting Support 

There may be times when you experience circumstances outside of your control and talking to your Module Leader/Tutor and seeking help from other support services in the university will keep you on track with your studies. 
You can access support and guidance and confidential help at our Support for current students page and by vising the Student Hub. It is equally important to consider your safety and the safety of others around you, especially how to stay safe online and ensure your communications are secure and appropriate. You should also familiarise yourself with the University Safeguarding Policy, process, and procedures. 
You can get support with your academic writing and study skills through one-to-one appointments, drop-ins and workshops with the Study Support Team. 
All UWL students also have access to Studiosity, a fast, AI powered, online feedback tool, available 24/7 (365 days a year). Feedback is delivered in just a few minutes, and you can upload drafts of your assignments as often as you need. 
The UWL Peer Mentoring programme gives students an opportunity to be paired with another student who is studying in a year above on the same or a similar course. Develop your skills and enhance your confidence; whether you would like to receive the support of a Peer Mentor, as a Mentee, or volunteer to be a Peer Mentor, you can get involved! To find out more please visit the Peer Mentoring Scheme webpage or contact us via email at peer.mentoring@uwl.ac.uk. 
Your Students’ Union Advice Team can help you to obtain the right support for all areas of your Academic study.