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TASK DESCRIPTION ASSIGNMENT BACKGROUND / INTRODUCTION Individual assignment TWO COMPONENT PARTS OF 1,500 WORDS EACH (3,000 words – maximum) REPORT Format Credit value: 10 TASKS As an International Marketing Consultant, you have been approached by a client organisation requesting your advice before they enter an international market. The management in this client organisation have the ambition to achieve geographic extension in this international market. You have met with this client and briefly discussed some of the key Marketing tasks that need to be managed at this initial market entry stage. Following this brief meeting, the client has asked you to prepare a report detailing and illustrating the approaches you recommend that they should undertake in your chosen international market, in the following areas of International Marketing Management: Assignment Component One: Critically examine why and how the organisation should standardise or adapt its product in your chosen international market. Points to address: In terms of `why`: You need to critically examine the policy decision of standardising or not in the context of international product management. You need to critically examine the potential benefits of the standardising approach compared to adapting the product, in particular at the initial market entry stage. In terms of `how`: It is necessary to conduct a critical examination of the standardising and adapting approaches in the context of international Product Management. Relevant International Product Management models should be used to illustrate these approaches and be used as the basis of your critical examination. The International Product Management principles that you identify should be evaluated in the context of your chosen client organisation, your chosen product and your selected International market. Assignment Component Two: Critically evaluate why and how the sales force is a key component within the Marketing Communications mix, in this context of the International Marketing scenario set out in the Assignment: Points to address: In terms of `why`: You must conduct a critical evaluation of the potential benefits that the sales force can achieve in International markets. These potential benefits of the sales force must also be evaluated within the context of the overall Marketing Communications mix. The potential benefits that you make must be critically evaluated in the context of your agreed client organisation, your chosen product and your selected international market. In terms of `how`: You need to conduct a critical evaluation of managing the sales force in International markets in particular at the initial market entry stage. Relevant International sales force planning models should be used as to illustrate this planning process, and be used as your basis of your critical evaluation. The key approaches and principles you identify should be critically evaluated and illustrated in the context of the agreed client organisation, your chosen product and your selected international market. Base your report on a client organisation, one of its products and an international market of your own choice as agreed with your Lecturer LENGTH REQUIRED 3000 words +/- 10%. Any deviation from this will be penalised. FORMATTING AND LAYOUT Please note the following when completing your written assignment: 1. Writing: Written in English in an appropriate business/academic style 2. Focus: Focus only on the tasks set in the assignment. 3. Length: 3000 words 4. Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5 centimetre space at each edge, double spaced and pages numbered. 5. Document format: Report 6. Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard referencing throughout is also provided. 7. Research: Research should use reliable and relevant sources of information e.g. academic books and journals that have been peer reviewed. The research should be extensive. The use of a range of information sources is expected academic books, peer reviewed journal articles, professional articles, press releases and newspaper articles, reliable statistics, company annual reports and other company information. All referencing should be in Harvard style. Guidelines: 1. All assignments should be presented in the form of a report, NOT an essay, and should be written in the 3rd person. 2. Assignments will be graded on the basis of: i) research done ii) analysis of the facts collated iii) position taken and iv) the justification of the position 3. All research must be referenced. A Reference List and a Bibliography MUST be attached. Harvard system of referencing MUST be followed. The Marking Criteria detailed overleaf, apply to both of the Assignment Components. Students must therefore aim to cover the requirements of these marking criteria in the context of the International Marketing scenarios created in both of the assignment components (the weighting/mark allocation of these five marking criteria is the same for both of the assignment components): MARKING CRITERIA AND STUDENT FEEDBACK ASSIGNMENT COMPONENTS 1 & 2 This section details the assessment criteria. The extent to which these are demonstrated by you determines your mark. The marks available for each criterion are shown. Lecturers use a similar format to comment on the achievement of the task(s), including those areas in which you have performed well and areas that would benefit from development/improvement. Common Assessment Criteria Applied Marks available Marks Awarded 1. Research-informed Literature Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions. The student should demonstrate the ability to search out relevant sources of published literature- including texts, articles and journals. These should be included as references in the text and listed at the end of the report (Harvard method). 15 2. Knowledge and Understanding of Subject Extent of knowledge and understanding of concepts and underlying principles associated with the discipline. The student should demonstrate the knowledge and insights that they have gained from these sources. The student should demonstrate the relevance of these International Marketing Management (IMM) concepts and models to the questions set out in the assignment. 20 3. Analysis Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence The student should demonstrate the potential value of these (IMM) concepts and models to address the conceptual/ theoretical issues contained in the set questions. 20 4. Practical Application and Deployment Deployment of methods, materials, tools and techniques; application of concepts; formulation of innovative and creative solutions to solve problems. The student should apply the IMM concepts and models to the issues faced by the chosen organisation. The student should as a result, provide valuable insights and make recommendations for the chosen client organisation in line with the questions as set, 35 5. Skills for Professional Practice Attributes in professional practice: individual and collaborative working; deployment of appropriate media; presentation and organisation. The submission should be in a report format. It should be readable, easy to appreciate and constructed to flow consistently well in line with the questions as set. Your report should be written in a suitable academic writing style i.e. using the third person. 10 TOTAL 100 Assignment Mark (Assessment marks are subject to ratification at the Exam Board. These comments and marks are to give feedback on module work and are for guidance only until they are confirmed. ) Late Submission Penalties (tick if appropriate) % GUIDANCE FOR STUDENTS IN THE COMPLETION OF TASKS NOTE: The guidance offered below is linked to the five common assessment criteria overleaf and specifically aligned to the exceptional outcome category to which we anticipate students aspire. 1. Research-informed Literature Your work must embed and be informed and supported by relevant and credible scholarly material that is accessible in the learned journals listed on the module schedule. You should refer to at least 25 such sources. Additionally, you should refer to text books, current news items and benchmark your organisation against other organisations to ensure your assignment is current and up-to-date. High-level referencing skills using the Harvard Method must be demonstrated throughout your work and all sources listed alphabetically within your bibliography. 2. Knowledge and Understanding of Subject Your work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying principles associated with the subject area. This means that within your work, you should provide evidence of your growing mastery in critical awareness of current challenges, new insights and the constant need for innovation within the field. Furthermore, a critical awareness of the ambiguities and limitations of knowledge and even understanding, should be considered and examples of such, illustrated within your work. 3. Analysis To be considered masters worthy, your work must contain evidence of analysis, evaluation and synthesis. This means not just describing What! but also justifying: Why? How? When? Who? Where? And at what cost! At all times, you must provide justification of your arguments and judgements. Evidence that you have reflected upon the ideas of others on matters occurring in the real world of business is crucial to you providing a reasoned and informed debate within your work. Your choice of methodologies to gather data and information must be rigorously defended. Furthermore, you should provide evidence that you are able to make sound judgements and convincing arguments in the absence of complete data, since within the real world of work, we rarely have access to, or know all the information! Persuasive conclusions are especially necessary and must be derived from the content of your work there should be no new information presented within your conclusion. Your work should aspire to resemble work which is of journal publishable quality. 4. Practical Application and Deployment It is essential that you rationalise how you decided upon certain methods, materials, tools and techniques to inform and complete your work. You must demonstrate what informed your decision(s) to apply certain concepts that enabled you to formulate innovative and creative solutions to the challenges presented to you or that you identified for yourself. Plausible, costed and justifiable recommendations are demanded and where these are absent, your work is undermined. Your work should provide evidence that you are growing in mastery in developing cutting edge processes and techniques within the subject area. 5. Skills for Professional Practice Your work must provide evidence of your attributes in the application of professional practice. This includes demonstrating that you are highly capable of individual and collaborative working. Regarding the presentation of your work, you must demonstrate your ability to select and deploy the appropriate media that is fit for purpose. Additionally, you must exhibit your ability to: communicate with an exceptionally high level of professionalism; work professionally, autonomously and within a team; develop leadership skills; and produce/present work that is coherent, cogent and specifically addresses the challenges set for you or you have set yourself. Importantly, your work should be easily understood by specialists and non-specialists in the field. LEVEL 7 – COMMON ASSESSMENT AND MARKING CRITERIA OUTRIGHT FAIL FAIL UNSATISFACTORY SATISFACTORY GOOD EXCELLENT EXCEPTIONAL Assessment Criteria 0-29% 30-39%* 40-49% 50-59% 60-69% 70-79% 80-100% 1. Research-informed Literature Extent of research and/or own reading, selection of credible sources, application of appropriate referencing conventions Little or no evidence of reading. Views and findings unsupported and non-authoritative. Referencing conventions largely ignored. Poor evidence of reading and/or of reliance on inappropriate sources, and/or indiscriminate use of sources. Referencing conventions used inconsistently. References to a limited range of mostly relevant sources. Referencing conventions not always applied consistently. Inclusion of research-informed literature, including sources retrieved independently. Some omissions and minor errors. Referencing conventions mostly consistently applied Inclusion of a wide range of research-informed literature, including sources retrieved independently. Selection of relevant and credible sources. Very good use of referencing conventions, consistently applied. A comprehensive range of research informed literature embedded in the work. Excellent selection of relevant and credible sources. High-level referencing skills, consistently applied. Outstanding knowledge of research-informed literature embedded in the work. Outstanding selection of relevant and credible sources. High-level referencing skills consistently and professionally applied 2. Knowledge and Understanding of Subject Extent of systematic knowledge, understanding and critical awareness of concepts and underlying principles associated with the discipline. Major gaps in knowledge and understanding of material at this level. Substantial inaccuracies. Gaps in knowledge, with only superficial understanding. Some significant inaccuracies. Some evidence of knowledge and understanding of current and relevant concepts and underlying principles but with gaps or errors. Knowledge is generally accurate with a satisfactory understanding of the field of study. Knowledge is extensive. Exhibits understanding of the breadth and depth of established and contemporary views. Excellent mastery of a complex and specialised area of knowledge and skills, with an excellent critical awareness of current problems and/or new insights at the forefront of the field. Clear awareness of challenges to established views and the limitations of the knowledge base. Exceptional mastery of a complex and specialised area of knowledge and skills, with an exceptional critical awareness of current problems and/or new insights at the forefront of the field. A critical awareness of the ambiguities and limitations of knowledge. 3. Analysis Analysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence Unsubstantiated generalisations, made without use of any credible evidence. Lack of logic, leading to unsupportable/ missing conclusions. Lack of any attempt to analyse, synthesise or evaluate. Some evidence of analytical intellectual skills, but for the most part descriptive. Ideas/findings sometimes illogical and contradictory. Generalised statements made with scant evidence. Conclusions lack relevance. Evidence of some logical, critical thinking and some attempts to synthesise, albeit with weaknesses. Some evidence to support findings/ views, but evidence not consistently interpreted. Some relevant conclusions and recommendations, But not always well linked to other material. Evidence of some logical, analytical, critical thinking and synthesis. Can analyse new and/or complex data and situations without guidance. An emerging awareness of different stances and ability to use evidence to support the argument. Some conclusions and recommendations, where relevant Evaluates methodologies, current research and ideas critically and, where appropriate, proposes new hypotheses/ideas. Evaluates and synthesises complex issues both systematically and creatively. Makes sound judgements and proposes convincing arguments in the absence of complete data. Sound, convincing conclusions / recommendations. Excellent critical evaluation of methodologies, current research and ideas and, where appropriate, proposes new hypotheses/ ideas. Evaluates and synthesises complex issues systematically and creatively. Makes excellent judgements and proposes convincing arguments in the absence of complete data. Strong, persuasive, conclusions, justifiable recommendations. Work is of conference publishable quality. Exceptional critical evaluation of methodologies, current research and ideas and, where appropriate, proposes new hypotheses/ ideas. Evaluates and synthesises complex issues at a high level of mastery. Makes outstanding judgements and proposes highly convincing arguments in the absence of complete data. Highly persuasive conclusions. Work is of journal publishable quality. 4. Practical Application and Deployment Effective deployment of appropriate methods, materials, tools and techniques; extent of skill demonstrated in the application of concepts to a variety of processes and/or contexts; formulation of innovative, original and creative solutions to solve problems. Limited or no use of methods, materials, tools and/or techniques. Little or no appreciation of the context of the application. Rudimentary application of methods, materials, tools and/or techniques but without consideration and competence. Flawed appreciation of the context of the application. Some awareness and mostly appropriate application of well established methods, materials, tools and/or techniques. Some appreciation of the context of the application. A satisfactory and appropriate application of standard methods, materials, tools and/or techniques. Satisfactory appreciation of the context of the application, with some use of examples, where relevant. A very good application of a range of methods, materials, tools and/or techniques. Very good consideration of the context of the application, with perceptive use of examples, where relevant. Evidence of some originality, innovation and creativity. An advanced application of a range of methods, materials, tools and/or techniques. The context of the application is well considered, with extensive use of relevant examples. Application and deployment extend beyond established conventions. Originality, innovation and/or creativity evident throughout. Outstanding levels of application and deployment skills. Assimilation and development of cutting edge processes and techniques. 5. Skills for Professional Practice Demonstrates attributes expected in professional practice including: individual initiative and collaborative working; deployment of appropriate media to communicate (including written and oral); clarity and effectiveness in presentation and organisation. Communication media is inappropriate or misapplied. Little or no evidence of autonomy in the completion of tasks. Work is poorly structured and/or largely incoherent. Media is poorly designed and/or not suitable for the audience. Poor independent or collaborative initiative. Work lacks structure, organisation, and/or coherence Communication is not clear . Limited independent work and limited involvement in group activities. Work lacks coherence in places and in need of amendments to the structure. Can communicate effectively in a suitable format, but may have minor errors. Can work effectively autonomously and as part of a team, with some involvement in group activities. Mostly coherent work and is in a suitable structure. Can communicate well, confidently and consistently in a suitable format. Can work very well autonomously and as part of a team, with very good contribution to group activities. Work is coherent and fluent and is well structured and organised. Can communicate professionally and, confidently in a suitable format. Can work professionally autonomously and within a team, showing leadership skills as appropriate, managing conflict and meeting obligations. Work is coherent, very fluent and is presented professionally. Can communicate with an exceptionally high level of professionalism. Can work exceptionally well and professionally autonomously and within a team, showing advanced leadership skills. Work is exceptionally coherent, very fluent and is presented professionally. 4. Practical Application and Deployment Effective deployment of appropriate methods, materials, tools and techniques; extent of skill demonstrated in the application of concepts to a variety of processes and/or contexts; formulation of innovative, original and creative solutions to solve problems. Limited or no use of methods, materials, tools and/or techniques. Little or no appreciation of the context of the application. Rudimentary application of methods, materials, tools and/or techniques but without consideration and competence. Flawed appreciation of the context of the application. Some awareness and mostly appropriate application of well established methods, materials, tools and/or techniques. Some appreciation of the context of the application. A satisfactory and appropriate application of standard methods, materials, tools and/or techniques. Satisfactory appreciation of the context of the application, with some use of examples, where relevant. A very good application of a range of methods, materials, tools and/or techniques. Very good consideration of the context of the application, with perceptive use of examples, where relevant. Evidence of some originality, innovation and creativity. An advanced application of a range of methods, materials, tools and/or techniques. The context of the application is well considered, with extensive use of relevant examples. Application and deployment extend beyond established conventions. Originality, innovation and/or creativity evident throughout. Outstanding levels of application and deployment skills. Assimilation and development of cutting edge processes and techniques. 5. Skills for Professional Practice Demonstrates attributes expected in professional practice including: individual initiative and collaborative working; deployment of appropriate media to communicate (including written and oral); clarity and effectiveness in presentation and organisation. Communication media is inappropriate or misapplied. Little or no evidence of autonomy in the completion of tasks. Work is poorly structured and/or largely incoherent. Media is poorly designed and/or not suitable for the audience. Poor independent or collaborative initiative. Work lacks structure, organisation, and/or coherence Communication is not clear . Limited independent work and limited involvement in group activities. Work lacks coherence in places and in need of amendments to the structure. Can communicate effectively in a suitable format, but may have minor errors. Can work effectively autonomously and as part of a team, with some involvement in group activities. Mostly coherent work and is in a suitable structure. Can communicate well, confidently and consistently in a suitable format. Can work very well autonomously and as part of a team, with very good contribution to group activities. Work is coherent and fluent and is well structured and organised. Can communicate professionally and, confidently in a suitable format. Can work professionally autonomously and within a team, showing leadership skills as appropriate, managing conflict and meeting obligations. Work is coherent, very fluent and is presented professionally. Can communicate with an exceptionally high level of professionalism. Can work exceptionally well and professionally autonomously and within a team, showing advanced leadership skills. Work is exceptionally coherent, very fluent and is presented professionally. Student Self Evaluation Form Student name: Student number: Programme: Year of programme Assignment Title: This section repeats in brief the common assessment criteria detailed on previous pages. The extent to which these are demonstrated by you determines your mark. Using these criteria, tick the box that best indicates the level of achievement you feel you have achieved with regard to each of them. Common Assessment Criteria Applied Level of Achievement

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