Assessment of International Marketing Leadership
Learning Outcomes
On successful completion of the module, students should be able to:
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 synthesis 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 and promote operational marketing plans at a strategic and organisational level so that they support strategic objectives 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 Overview
The assessment for this module consists of two elements:
Element 1
Individual reflection on the individual portfolio task 25% – (1,000 words +/- 10%)
Element 2
Individual assignment for an international organisation 75% – (3,000 words +/- 10%)
Please note: in order to pass this module, you must achieve an overall mark of 50%. For each element, 1 and 2, you must have a minimum mark of 40%.
A minimum mark of 40% in each element will mean that you fail this module.
Please note that you have to submit both elements.
| Assessment Criteria Distinction (70 – 100%) The work demonstrates a preponderance of the following characteristics: • An excellent level of critical analyses and comment on the issues at the forefront of the subject area. • There is evidence of extensive critical reference to business and other relevant sources appropriate to the task(s) along with strong and well-argued propositions using, where relevant, examples from current practice. • The material is wholly relevant to the task(s). • Outstanding critical analysis and synthesis with the ability to tackle with confidence issues and situations not previously encountered. • Evidence of the exercise of sound business judgment and, where appropriate, an innovative and creative solution to the resolution of business needs and problems. • Excellent presentation in terms of structure, language and professional style. • All requirements of the work are dealt with to the highest standard and the work is free from all errors. Merit (60 – 69%) The work demonstrates a preponderance of the following characteristics: • Very good level of critical analyses and comment on the issues at the forefront of the subject area • There is extensive evidence of very good use of reference to business and other relevant sources appropriate to the task(s) along with strong and well-argued propositions using, where relevant, examples from current business practice. • The material is wholly relevant to the task(s). • Very good critical analysis and synthesis with the ability to tackle issues and situations not previously encountered. • Evidence of the exercise of sound professional judgment and, where appropriate, an innovative and creative solution to the resolution of business needs and problems. • Very well presented in terms of structure, language and professional style. • All requirements of the work are dealt with to a high standard and the work is free from all but isolated minor errors. Pass (50 – 59%) The work demonstrates a preponderance of the following characteristics: • A very good understanding of the issues in the subject or area of professional practice, some of which are likely to be complex. • There is evidence of reference to business and other relevant sources appropriate to the task(s) along with well-structured propositions using, where relevant, examples from current practice. • Most of the requirements of the work are covered with only a few gaps or some minor and inconsequential errors. • The material is largely relevant to the task(s). • Very good critical analysis and synthesis with evidence of some ability to tackle issues not previously encountered. • Evidence of the exercise of professional judgment and, where appropriate, some evidence that the student has considered an innovative and creative solution to the resolution of client’s needs and problems. • The work is presented in a clear and well-organised manner with good professional style and containing only minor spelling and grammatical errors. Fail Standard Range (35 – 49%) The work demonstrates a preponderance of the following characteristics: • An unsatisfactory critical analyses and comment on the issues in the subject or area of business practice. Little evidence of reference to practice or relevant sources appropriate to the task(s). • Only some of the requirements of the work are met and there are likely to be significant gaps. • The work is primarily descriptive with weak or no attempt at critical analysis and synthesis. There is little evidence of ability to tackle issues not previously encountered. • Little or no evidence of the exercise of business judgment and ideas are likely to be poorly expressed and organised. • The work is poorly presented and contains poor spelling and grammatical errors. Fail Lower Range (0 – 34%) The work demonstrates a preponderance of the following characteristics: • The work lacks a basic critical analyses and comment on the issues in the subject or area of business practice. There is no evidence of background research appropriate to the task(s). • The work demonstrates a lack of understanding of the requirements of the task(s). • No attempt at critical analysis and synthesis with no evidence of ability to tackle issues not previously encountered. • No evidence of the exercise of business judgment and the work is unstructured. • The work is very poorly presented and contains many spelling and grammatical errors. |
Element 1
This assessment is designed to test students’ knowledge of the complexity of issues faced by International Marketing leaders, and understanding of the personal and professional skills required to achieve successful outcomes as detailed in LO2
LO2. Develop sustainable international competitive advantage through synthesis and implementation of international approaches to marketing leadership and innovation; assessing the link between shareholder value and an organisation’s on-going success.
Key Components and Task
| Task | The student will write a 1000 word individual reflection on the individual portfolio task. The reflection should be presented in the following two parts. 1. Reflection on how the student researched their nominees and selected the winner. This should include a discussions of how they could improve their decision making process if they were to repeat the task (500 words) 2. Reflection on what the company chosen not to win the award can improve to have a chance to win the award next year (500 words) Students will need to complete a cover sheet and provide references. |
| Submission Method | Via the online learning management system. |
| Classroom or other resources | n/a |
| Special instructions | You are entitled to make assumptions about the capabilities and competencies of your case study company. Your submission should demonstrate the following qualities: A critical appreciation of relevant literature and its use to support the claims you’ve made.Taking ownership of the content, being prepared to debate and argue a personal position, and providing evidence of evaluative skills. A submission made up of extracts from published sources that is descriptive or simply just theoretical regurgitation is not acceptable. Your submission must have interpretation and consideration of the challenges and issues of taking theory into practice.Logical flow of ideas and treatment; appropriate selection of real world factors.Evidence of personal research and the ability to analyse material from a variety of appropriate relevant perspectives. |
| Submission Date | Monday 18-Jan-21 no later than16:30 CET |
| Use of Turnitin | All submissions will be checked for plagiarism. |
| Peer marking | None. |
| Feedback Date | TBC |
| Feedback method | In writing via the online gradebook. |
Element 2
This assessment is designed to test student’s ability to develop credible, real-world international marketing plans in response to the marketing environment in which their case study organisation does business as detailed in LOs 1,3,4 and 5
LO1. 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.
LO3. 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.
LO4. Develop and promote operational marketing plans at a strategic and organisational level so that they support strategic objectives 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.
LO5. 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.
Key Components and Task
| Task | You are an international marketing consultant who has been appointed by the owner of a fictitious American company. The company produces and sells photovoltaic systems and the owner is interested in expanding the business into new international markets. The business has thrived in its domestic market in the last three years (2017-2019) and it has not yet felt the need to venture beyond its domestic markets, where it has a healthy presence. However, due to competitive pressures and hearing of opportunities available to the business internationally, the owner feels that the time is right to make a move into another market, and having done some initial secondary market research, the owner feels that either Germany or Japan may be the right choice of target market in 2020. Prepare a report for the owner/manager of this business that will include the following sections: 1. Select one of the two potential markets (Germany or Japan) using an analysis of both markets using two appropriate frameworks (such as PESTLE, SWOT, Market Opportunity Analysis etc.). Give reasons for your choice of market by using this framework as a basis for your evaluation. (25%) 2. Develop an outline marketing strategy for your chosen market considering market entry, distribution channel choices, and push versus pull dynamics, acknowledging that your manufacturer is a relatively small organisation with a limited budget. (25%) 3. With a promotional budget equivalent to €100,000, develop an outline below-the-line promotional mix for the business for your chosen target market for 2019. (25%) 4. Critically reflect on some of the organisational challenges – including structural challenges — that your organisation may face if it were to grow to become a truly global, holistic marketing organisation (25%) |
| Submission Method | Via the online learning management system. |
| Classroom or other resources | Resources available through the Interactive library or other good secondary academic and industry sources. Kotler/ Keller (2016): Marketing Management, 15 ed. Pearson. |
| Special instructions | You are entitled to make assumptions about the capabilities and competencies of your case study company. Your submission should demonstrate the following qualities: A critical appreciation of relevant literature and its use to support the claims you’ve made.Taking ownership of the content, being prepared to debate and argue a personal position, and providing evidence of evaluative skills. A submission made up of extracts from published sources that is descriptive or simply just theoretical regurgitation is not acceptable. Your submission must have interpretation and consideration of the challenges and issues of taking theory into practice.Logical flow of ideas and treatment; appropriate selection of real world factors.Evidence of personal research and the ability to analyse material from a variety of appropriate relevant perspectives. |