Higher National Certificate/Diploma in

Business
Assessment Brief Part 1
Student Name/ID Number

Unit Number and Title 40 International Marketing

Academic Year Year 2

Unit Assessor

Assignment Title Scoping the International Market Place

Issue Date

Submission Date

IV Name

Date

Submission Format:

The submission is in the form of an individual written report. This should be written in a concise, formal
business style using single spacing and font size 12. You are required to make use of headings, paragraphs and
subsections as appropriate and all work must be supported with research and referenced using the Harvard
referencing system. Provide a bibliography using the Harvard referencing system.
The recommended word limit is 2000 – 2500 words, you will not be penalised for exceeding the total word
limit.
 Font Style and Size: Use A4 page size, 12 point Times New Roman font with 1.5 line spacing.
 Header and Footer: You should insert headers and footers to your report, this makes it more
presentable. The header could contain assignment title, whereas in footer add page numbers.
 Using Footnotes: References and citation should be given in the footnotes, preferably following
Harvard Style Referencing.
 Your assignment should be word-processed and should not exceed 6500 words in length (or 25 pages).
Exhibits / appendices are outside this limit
 Pages should be numbered (bottom right hand corner)
 Spell-check the document and read thoroughly for grammatical error.
 Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Demonstrate an understanding of how marketing LO1 & 2
contributes to business strategies in an international context D1 Produce a critical evaluation
of the international market
M1 Evaluate the opportunities context, including insight into
P1 Analyse the scope and key
concepts of international marketing. and challenges that marketing how organisations should adapt
internationally presents to an their marketing strategies for
P2 Explain the rationale for an various markets.
organisation to want to market organisation.
internationally and describe the
various routes to market they can
adopt.

LO2 Evaluate entry to a selection of international markets and

define the key success factors

P3 Evaluate the key criteria and M2 Apply the market evaluation

selection process to use when criteria, entry strategies and make
considering which international recommendations for a selected
market to enter. organisation.

P4 Explain, using examples, the

different market entry strategies,
including the advantages and
disadvantages of each.
 Unit Learning Outcomes:

LO1Demonstrate an understanding of how marketing contributes to business strategies in an international

context.

LO2 Evaluate entry to a selection of international markets and define the key success factors

Assignment Brief and Guidance:

Scenario

Being hired as a marketing consultant in an organisation, organisation wants you to make a report on Expanding
Internationally. For this you have to write a report to CEO focusing on challenges that organisation face in globalised
market, and how marketing contributes to business strategy in international context. Affect of culture and political
issues of other countries on your strategy, consumers and organisation.

You will need to produce a report which includes the following:

1. An introduction to the organisation.

2. Scope and key concepts of international marketing.(LO1)
3. Use a range of sources to define international marketing and highlight the main differences to local marketing.
4. Explain the rationale for an organisation to want to market internationally.
5. Describe the various routes to market an organisation can adopt and which route the company should adopt
and why?
6. There are many international markets that an organisation can enter, so evaluate the key criteria and selection
process that the company should use when considering which international market to enter.(LO2)
7. Define and explain what a market entry strategy is, using examples of the different strategies that are
available to an organisation, and include the advantages and disadvantages of each.
8. Conclusions and recommendations on how and why the company should enter the international market.
 Higher National Certificate/Diploma in
Business
Assessment Brief Part 2

Student Name/ID Number

Unit Number and Title 40 International Marketing
Academic Year
Unit Tutor
Assignment Title Rolling out the Marketing Plan
Issue Date
Submission Date
IV Name & Date

Submission Format:

The submission is in the form of a 10-minute group PowerPoint presentation and 5 minutes allocated for
questions. The presentation slides and speaker notes should be submitted as one copy. You are required to
make effective use of PowerPoint headings, paragraphs and subsections as appropriate. Your research should
be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard
referencing system. The recommended word limit is 1,500 to 2,000 words, including speaker notes, although
you will not be penalised for exceeding the total word limit.
 Font Style and Size: Use A4 page size, 12 point Arial or Times New Roman font with 1.5 line
spacing.
 Header and Footer: You should insert headers and footers to your report, this makes it more
presentable. The header could contain assignment title, whereas the footer could contain the page
numbers.
 Using Footnotes: References and citation should be given in the footnotes, preferably following
Harvard Style Referencing.
 Your assignment should be word-processed and should not exceed 6500 words in length (or 25
pages). Exhibits / appendices are outside this limit
 Pages should be numbered (bottom right hand corner)
 Spell-check the document and read thoroughly for grammatical errors
 Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO3 Investigate how elements of the marketing plan can be D2 Produce a critical evaluation
adapted or standardised across international markets of how the marketing mix is
applied to a range of international
contexts.
P5 Present an overview of the key M3 Evaluate the context and
arguments in the global vs local circumstances in which an
debate. organisation should adopt a global or
P6 Investigate how the product, local approach, highlighting the
pricing, promotional and implications of doing so.
distribution approach differs in a M4 Determine and articulate in
variety of international contexts. detail how to adapt the marketing
mix of a selected organisation in
different international markets.

LO4 Demonstrate an understanding of how to organise and D3 Make recommendations on

evaluate international marketing efforts (multinational, global,
transnational, meta-national, etc.)
P7 Explain and analyse the various
international marketing approaches
organisations can adopt.
P8 Compare home and
international orientation and ways
to assess competitors outlining
the implications of each
approach.
how organisations should be
structured to maximise the
opportunity in an international
M5 Evaluate various marketing context.
approaches and competitor
analysis in relation to an
organisation and make
recommendations on how they
should operate in an international
context.
Unit Learning Outcomes
LO3Investigate how elements of the marketing plan can be adapted or standardised across international
markets.

LO4 Demonstrate understanding of how to organise and evaluate international marketing efforts
(multinational, global, transnational, meta-national, etc.).
Assignment Brief and Guidance

Scenario

For instance owners of the organisation were very impressed with the report you wrote in Part 1, now they want you
to represent your report in presentation along with how marketing plan can be adapted across international market.
Also evaluate and organise marketing efforts.

You will conduct a group presentation with your colleagues which should contain the following:

9. An introduction to the organisation and their current market.

10. Explain the difference between global and local marketing, using examples where appropriate.
11. Present an overview of the key arguments in the global vs. local debate.
12. How does the product, pricing, promotional and distribution approach differ when using a variety of
international markets(LO3)
13. Explain and analyze in detail the various international marketing approaches the company can adopt. Use
examples from other organisations to further enhance your answer.
14. Compare home and international orientation and ways to assess competitors, outlying the implications of
each approach.
15. Conclusions and recommendations for the company.(LO4)