Using an international product or company of your choice, select a foreign market where the product or company does not yet exist.

Module title:
International Marketing
Module Code: MKTG45500
SUMMATIVE ASSESSMENT BRIEF
Module Leader: Margaret Grzegorczyk
Academic Year
2019-2020
Your task:
Using an international product or company of your choice, select a foreign market where the
product or company does not yet exist. In your role as a Marketing Executive within the marketing
function of the organisation of your choice, you have been tasked with investigating how your chosen
organisation can ulitise extended marketing mix to enter a new foreign market.
Prepare individually a business report for the company.
The report will focus on four areas:
1. Investigation of the market of your choice.
2. Recommendations on how to enter that market.
3. Product strategy, price and distribution ideas.
4. A rationale for the communications mix.
You can select a country of your choice, however the one you target cannot be your own home country.
The report will be MAX 4000 words (excluding table of contents, executive summary, reference list and
appendices). EVERYTHING in the main body of the report is included in the word count – that INCLUDES
tables, charts and citations.
Please note that the 4000 word limit for this report is an absolute maximum.
The source of all data, models, concepts and theories are to be given using Harvard Referencing throughout.
You are recommended to consult the Citing References Guide available on NOW at
https://now.ntu.ac.uk/d2l/lor/viewer/view.d2l?ou=52836&loIdentId=25435&contentTopicId=1019510
You are required to submit a PDF copy of your report to the IM dropbox by 23:00
on 17th May 2020.
Your attention is drawn to the Definitions of Assessment Offences in the Student Code of Behaviour.
Offences such as plagiarism, collusion or cheating will not be tolerated.
The assessment represents 100% of the module grade.
This is an individual assessment.
The assignment grading guidelines are attached.
A suggested report format and structure follow. Refer to the marking grid that will be used. By reading
the brief, studying the grid, and reading through your own work carefully, you should be able to assess
whether you are on the right direction.
Suggested Report Structure:
Title page:
Module name, title of report, student number, word count.
Executive summary (excluded from the 4000 word count)
Outline the importance of this report including the key aims, key findings, and key conclusions and
recommended strategies. This is a summary of the contents of the report – not an extended introduction.
An effective executive summary is structured in the same way as the report itself and tells the reader what
the 4000 words contains, including what you have discussed and decided. It should be no more than 1
page and it does not count towards your word count.
Table of contents (excluded from the 4000 word count)
Include a list of main sections, references and any appendices. Use Word’s ‘Table of Contents’ feature in
MS Word to construct this. Do not forget to include page numbers.
Introduction (approximately 100 words)
Introduction of the company. The scope and format of the report.
Investigating the market of your choice – Macro / Micro analysis and evaluation (approximately
800 words)
This section should include:
 Market selection rationale underpinned by MCTs (e.g. CAGE, 12Cs, Yip, Ansoff)
 Target country analysis (PESTEL) including cultural issues
 Industry analysis (e.g. Porter’s Five Forces)
 Use a SWOT as a summary with opportunities identified as markets / segments only. These
opportunities should be based on conclusions drawn from your macro / micro analysis and
evaluation.
Recommendations on how to enter that market (approximately 1000 words)
This section should include:
1. Target market and positioning strategy (segmentation).
Which single segment is going to be your target market? A clear segment to target needs to be
identified with academic justification. Who and where are the new customers going to be and why?
Consider the position that you want in the target market’s mind – what perception do you want
them to have of the product? Is there a ‘message’ that you want/need to communicate? All your
justification must come from conclusions drawn from your market investigation and be underpinned
by MCTs throughout.
2. Objectives – Your report will require 2 to 3 marketing communications objectives. These
should be based on key findings from the marketing analysis and what you want to achieve in the
new market focusing on communications. The vision of the organisation will need to be taken
into consideration to formulate appropriate objectives. For example, establishing brand awareness,
changing perceptions, encouraging website and social media traffic etc. Remember these must be
SMART.
3. Market entry recommendations. How will the company of your choice enter the new market and
which market entry method will be appropriate? A critical evaluation based on academic theory
is needed to evaluate the methods and options available with conclusions made that are appropriate
to the context.
Product strategy, price and distribution ideas (approximately 1000 words).
This section should include:
 Product development strategy underpinned by MCTs (e.g. BCG, PLC, product levels, standardisation
vs adaptation)
 Elements of branding (e.g. Brand onion, Kapferer’s brand prism)
 Justified pricing strategy
 Distribution recommendations
A rationale for the communications mix (approximately 1000 words)
This section should include:
1. A communications mix rationale. What communications methods (promotional mix – advertising,
sales promotions, personal selling, direct marketing and public relations) should be used to
announce your presence and reach the market segment identified?
All your justification must come from conclusions drawn from your market analysis and be
underpinned by MCTs throughout. Relevant theories must be applied and critically examined when
proposing what methods should be implemented. Consider MCTs including buyer behaviour,
branding and communications to justify your recommendations. Are they appropriate for the
target customer? Consider culture, standardisation vs adaptation and country of origin
arguments.
2. Details of the methods of communications recommended. At least 3 tools should be suggested.
3. The outcomes achieved through your communications ideas should relate directly back to the
SMART objectives set with clear links to the measures demonstrated e.g. 10% increase in website
traffic, 5% increase in prompted awareness.
Conclusion (approximately 100 words)
Summarise the key points and arguments and highlight your recommendations.
Reference List (excluded from the 4000 word count)
This should be comprehensive and accurate, from a variety of different types of sources including academic
journals and marketing and research text books (together with some newspapers, company websites, and
market research data).
Make sure that every citation in the report is in the reference list; and that every item in the reference list
is in the report! Also be consistent in your style.
Harvard style referencing must be used throughout. Please refer to the Citing References Guide
available on NOW at
https://now.ntu.ac.uk/d2l/lor/viewer/view.d2l?ou=52836&loIdentId=25435&contentTopicId=1019510.
It is not necessary to include lots of secondary data in the main body of your report, but details could
appear in suitably cross-referenced appendices.
Appendix (excluded from the 4000 word count)
This is where you can put any market data that you refer to, or useful material that is not directly relevant
to the report. Do not use it as an ‘overflow’ because you have exceeded your word count. The appendix
material must be limited to three A4 pages = 6 A4 sides.
Useful pointers:
Remember to evidence that you have read around the subject outside lectures (see the module document
for suggested reading and the resource list on NOW) and use Harvard referencing throughout.
Pictures of tables and models in the report do NOT count towards your word count (Ansoff matrix or
Porter’s 5 Forces model), but they DO count towards your word count if the model is ‘populated’ with data
(e.g. if you have annotated the diagram).
Please note that the word count for each section shown above is indicative only. The only word count that
you have to abide by for the summative assessment is 4000 words. So, you need to ensure that your
report contains only the most important pieces of information. This is very much an exercise in
developing your ability to focus on the key issues and communicate opinions clearly and
succinctly. These are valuable business skills.
Present your work in a way which would be suitable for an organisation. You are future managers and
therefore, your business report should be clear, easy to understand, no typos /grammar/spelling mistakes.
While you are writing the report in the role of a marketing employee, it is an academic piece of work so
ensure you show a sound academic knowledge of the subject matter (including relevant models/theories)
as well as the ability to apply this knowledge to identify appropriate recommendations.
The module team will grade and moderate your work, so make sure that you watch all lectures and actively
participate in on-line discussions and other activities. Use the discussion board on NOW for any questions
or queries.
In the following pages, you will find a breakdown of the assessment criteria that will be used to judge your
performance. This will give you a very clear idea about how your tutor will approach the task of assessing
the written reports.

Exceptional Distinction
High Pass High Commendation High Distinction
Mid Fail Mid Pass Mid Commendation Mid Distinction
Low Fail Marginal Fail Pass Commendation Distinction
If a zero grade, select the appropriate comment below:
NS – No work submitted or submitted > 5 working days after deadline NK – Work submitted and is in moderation
NE – Work is not yet submitted, and student has an Extension NN – Student did not attend for an exam
NBS Feedback Form for Postgraduate Coursework
Module MKTG45500 Student Number and Name
Assessment Element (as stated in
the assessment brief)
Report Tutor name (s)
Assessment submission date 10th May 2020 Date Feedback Uploaded Please refer to the Dropbox folder for the date on
which your feedback was uploaded.
MODULE LEARNING OUTCOMES ASSESSED
Knowledge and understanding. After studying this module you should be able to:
a) Demonstrate a critical understanding of the role of marketing in helping an
organisation determine its overall strategic direction and achieve its business
objectives
b) Demonstrate a critical understanding of the marketing mix tools and techniques
that would be required for an organisation to develop internationally
c) Explain and discuss the influences of changing market and consumer trends on
the choice of appropriate marketing tools and techniques
d) Demonstrate a critical understanding of the challenges facing entrepreneurial
businesses when marketing their product internationally.
Skills, qualities and attributes. After studying this module you should be able to:
e) Defend the selection of appropriate marketing tools and techniques that would help an
organisation achieve its objectives
f) Demonstrate the ability to analyse and apply knowledge and information, and utilise key
marketing theory and concepts, in different business contexts
g) Demonstrate the ability to communicate marketing ideas in a written format, to a
professional standard.
Element Grade: The overall grade for the work is based on a holistic assessment and is determined by how well the criteria have been met overall and not the sum of the individual aspects
of the work. In the matrix below, grades awarded against each criterion indicate that the relevant aspect of the work can be more readily associated with that category than any other.
Allocation of a grade does not indicate that work exactly matches the associated description.
Component,
learning outcomes
and weighting
Fail Marginal Fail Pass Commendation Distinction
Criterion 1 (20%)
Appropriate choice, definition
and discussion of a range of
suitable Models, Concepts &
Theories (MCTs).
Lack of MCT and no cultural
considerations.
Inappropriate/
limited choice of MCT selected / no
cultural considerations.
No description or discussion.
Good choice of a range of
relevant MCT.
Reasonable but limited
description or discussion.
Good choice of a range of
relevant MCT including key and
up-to-date models and theories.
Good description and discussion
of all MCTs which is easy to
understand.
Excellent choice of relevant MCT
with detailed description and
discussion of all MCTs.
The student synthesises
different sources of literature to
consider these models and
theories in a comprehensive
way.
Criterion 2 (30%)
Clear understanding and
effective application of the
chosen MCTs, demonstrated
through application to the
context (country or industry).
No MCTs used or no
understanding or application of
MCTs demonstrated.
No awareness of context
(country or industry).
Limited understanding or
application of MCTs demonstrated.
Limited awareness of context
(country or industry).
Competent critical evaluation
and application of MCTs
demonstrated.
Reasonable awareness of context
(country and industry).
Good critical evaluation and
application of MCTs
demonstrated.
Good awareness of context
(country and industry).
Very good critical evaluation,
understanding and application of
MCTs applied in a professional
manner.
Excellent awareness of context
(country and industry).
Criterion 3 (30%)
Clear, critical assessment of
recommendations based upon
the evidence and discussion. Are
they fit for purpose and
appropriate to the organisation?
No recommendations presented
at all.
Limited / not appropriate
recommendations that are
confused or not based upon the
evidence.
Reasonable, critically assessed
recommendations based upon
the evidence and justified.
Good, critically assessed
recommendations based solidly
upon the evidence and welljustified including from more upto-date sources.
Very good, critically assessed
recommendations, based solidly
upon the evidence and welljustified. The student addresses
the objectives and develops
sound and convincing strategies
in an innovative, yet realistic way.
Criterion 4 (20%)
Presentation: appropriate report
format/style; appropriate
headings; correct Harvard
referencing and clear, correct
English (10%)
Extremely poor presentation.
Extremely poor use of English.
Inappropriate for this level. No
in-text Harvard referencing.
Overall lack of attention to
detail. No headings.
Inappropriate presentation
format / spacing / headings.
Barely comprehensible use of
English. Barely sufficient for
this level. Barely sufficient intext Harvard referencing.
Barely sufficient attention to detail.
Good presentation format /
spacing / headings. Good
comprehensible use of English.
Just right for this level. Good
in-text Harvard referencing.
Contains some errors.
Very good presentation
format / spacing /
headings. Very good
comprehensible use of
English. Very appropriate
for this level. Very good
in-text Harvard
referencing. Contains a
few errors.
Excellent presentation
format / spacing /
headings. Excellent use
of English. Excellent intext Harvard referencing.
Contains almost no
errors.
What you did well in this coursework.

What you can do to improve your future coursework.

Below, if applicable, are highlighted some additional online resources that are maintained by the NTU Library, and that you can access via
your NOW Student Help Learning Room. Engaging with these resources and the feedback provided above can also support you to enhance
specific aspects of your work.
Writing Managing your time
Referencing Presentation skills