International Marketing

Module title IML6103: International Marketing
Module Tutor(s) Michelle Willis
Assessment
Coursework 002: 20-minute Individual Voice-over
Presentation
Weighting 50%
Word Count N/A
Deadline Friday 23:55h, 25
th March 2022
Aims
The coursework aims to provide a real-life context for students to consolidate their
understanding of the international marketing when selecting and entering international
markets. It recognises the complexity of implementing and organising marketing in
challenging conditions and contexts.
The coursework will help students develop the following skills:
o Conceptual skills and critical investigation.
o Problem-solving and presentation skills.
Assessment task
You need to work on creating an integrated marketing campaign promoting a product
or service from the UK based Small-Medium enterprise (SME) in the country/market
you chose for your report assignment. This should be submitted as a 20-minute
Individual Voice-over Presentation.
Referencing and research
For the above task, you are expected to have between 6-10 academic references.
Research using different types of sources:
• Books
• Journals
• Magazines
• Newspapers
• Internet sources
In planning your promotional campaign, you need to consider the following:
• Target audience
• Specific campaign objectives
• Media strategy, target audience and channels, where you plan to post the
campaign and why?
As part of your portfolio, you need to complete the following tasks detailed below; each
task requires a 300-word summary. You will receive formative feedback at the end of
each week for the tasks below.
Task 1: Week 3 (10 marks)
Briefly explain the company that you have chosen and justify this choice? Do they have
a global reach, if so, where? If no, describe briefly the marketing opportunities the
company could take advantage of.
Task 2: Week 4 (15 marks)
The foreign country’s profile, your own experience (if any), search culture shocks,
Hofstede culture index, and marketing in that country. Check on youtube.com or find
videos of that country. Google search interesting facts, business culture in that country.
Task 3: Week 5 (15 marks)
Briefly discuss the company’s 4Ps, brand, market segment/positioning, SWOT,
customer relationship management, critical success factors, selling techniques, product
samples/ad videos. Also, briefly highlight the work the company has done regarding its
social responsibility and outline why it is important.
Task 4: Week 6 (15 marks)
Compare the country that you have chosen for your report against another country of
your choice and justify your decision to invest (economy, population, industry, imports,
exports, brands, education, government, food, music, clothing, etc.).
Task 5: Week 7 (15 marks)
Select a multinational company (MNC) that belongs in the same industry as chosen
your SME, that is present in your chosen country. How did this MNC make its entry into
the foreign country? Was it a foreign direct investment, partnership, merger? Why did
they make this choice? Use secondary evidence to support this.
Task 6: Week 9
(Mock presentation + Feedback).
Guide for Power Point Voice-over Presentation:
• Your slides should have easy to see font (24-point minimum), be easy to follow
and clear. (10 marks)
• You are encouraged to use relevant diagrams and charts for illustrating your
points. (5 marks)
• You shouldn’t just read of the slides; your voice should be audible and use
appropriate tones you are expected to use them as a guide only. (5 marks)
• Your presentation should have an introduction, main body and a conclusion
summarising main points and references. (10 marks)
Marking
The marks allocated for each part of your assessment are given in red above.
The total mark for this assessment is 100 marks which makes up 50% of the
module marks.
Marking Scheme for International Marketing presentation
4 6 8 10 Total
Subject
knowledge
20%
Presenter does not
have a grasp of
theory and cannot
answer questions
about subject.
Presenter is
uncomfortable with theory
and can answer only
rudimentary questions.
Presenter is at ease with
expected answers to all
questions, some evidence of
theoretical understanding but fail
to elaborate.
Students demonstrate full
knowledge by answering
all questions with
explanations and
elaboration.
Understanding
and task
fulfilment
20%
Work is not clear;
Information
included that does
not support the
task in anyway.
There is information but
not everything is clearly
connected to the task.
Sufficient information that relates
to task; many good points made
but there is an uneven balance
and little variation.
An abundance of material
clearly related to given
task; points are clearly
made and all evidence
supports the line of
argument; varied use of
materials.
Coherence and
organization
15%
Presentation is
irregular and
disjointed; does
not flow;
development of
arguments is
vague; no
apparent logical
order of
presentation.
Concept and ideas are
loosely connected; lacks
clear transitions; flow and
organization are irregular.
Most information presented in
logical sequence; generally, very
well organized but better
transitions from idea to idea and
medium to medium needed.
The argument is clearly
stated and developed;
specific examples are
appropriate and clearly
develop the argument;
conclusion is clear; shows
control; flows together
well; good transitions;
succinct but not irregular;
well organized.
Creativity with
material
20%
Little or no
multimedia used or
ineffective use of
multimedia;
imbalance in use
of materials— too
much of one, not
enough of another
Irregular use of
multimedia materials;
lacks smooth transition
from one medium to
another; presented with
little originality.
Some originality apparent but
use of multimedia not as varied
and not as well connected to
argument put forward.
Balanced use of
multimedia materials;
properly used to develop
thesis; use of media is
varied and appropriate;
captures audience’s
attention.
Speaking skills
Professional
appearance
and poise
15%
Inaudible or too
loud; no eye
contact; rate too
slow/fast; speaker
seemed
uninterested and
used monotone.
Tend to exhibit a
general lack of
poise and/or
confidence.
Some mumbling; little eye
contact; uneven rate; little
or no expression. Look
and act professionally,
with little poise and
confidence
Clear articulation but not as
polished. Most members could
speak clearly and articulately but
need further refinement. Look
and act professionally, with
poise and confidence
Poised, clear articulation;
proper volume; steady
rate; good posture and
eye contact; enthusiasm;
confidence. look and act
professionally, with poise
and confidence.
Audience
response
5%
Incoherent;
audience lost
interest and could
not determine the
point of the
presentation
Some related facts but
went off topic and lost the
audience; mostly
presented facts with little
or no imagination.
Presented facts with some
interesting “twists”; held the
audience’s attention most of the
time.
Involved the audience in
the presentation; points
made in creative way;
held the audience’s
attention throughout
Length of
presentation
5%
Within five minutes
of allotted time +/-
Within four minutes of
allotted time +/-
Within three minutes of allotted
time +/-
Within two minutes of
allotted time +/-
Total 100%