PORTSMOUTH BUSINESS & LAW SCHOOL

MARKETING SUBJECT GROUP

U31050
GLOBAL MARKETING

MODULE HANDBOOK
Semester 2
2020/21

Module Co-ordinator
Professor Yuksel Ekinci
Module Overview

This module will provide students with an understanding of marketing strategies and practices
in a global context, by analysing the global marketing environment, marketing opportunities
and strategic options and the global marketing mix.

Since the 1950s there have been significant shifts in the development of a ‘globalized’ world.
Moreover, we have moved from, what Mark Spelman at the consultancy company Accenture
calls a ‘bi-polar world’ where rich and poor countries were divided to a ‘multi-polar world’. Today,
global economic power is dispersed and the developing nations have moved from passive
recipients to active shapers with significant contributions to world trade and investment.

This is an optional module for Level 7 Marketing students. This module seeks to balance
‘theory’ with ‘practice’. While it is necessary, particularly at a postgraduate level, to have an
underpinning theoretical knowledge, we appreciate the need to ‘ground’ this knowledge within
the context of the real world.

Our objective is to provide you with an enjoyable, thought-provoking and challenging module.
In addition to examining theoretical models you will debate why organisations succeed and
fail within the global context. Moreover, you will be asked to consider what can be learnt from
such successes/failures and to contemplate the future developments of global market.

Professor Yuksel Ekinci

Module Learning Outcomes

On successful completion of this module, students should be able, at threshold level, to:

1 Appraise the context, motives, and theories relevant to the globalisation issue
2 Critically evaluate the importance of research and analysis of environmental, consumer and
competitive influences in global markets
3 Analyse and evaluate the main decision options in global marketing and the approaches to
the planning and control of global marketing companies
4 Assess the impact of information and communication technologies on global marketing
5 Demonstrate professional team working skills in undertaking business research, report
writing and presentation delivery

Students will have to work both independently, and in groups, leading to the development of
time-management and team working skills. Communication and presentation skills will also be
enhanced through case study discussions. Such skills are important for future employment
and professional development. Formative assessment will be provided during the seminars.

Contact Details

Name: Professor Yuksel Ekinci

Room: Faculty of Business and Law, Portland Building. (Office 6.21)
Telephone: +44 (0)2392 844253
Email: [email protected]
Office hours: Tuesday 15:00 and 16:00 pm

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Yuksel received his doctorate from the School of Management at the University of Surrey. He
joined BaL from Henley Business School, University of Reading in September 2017. Yuksel’s
research interests include global brands, consumer-based brand equity, brand personality,
service quality, customer satisfaction, customer loyalty and Small Medium Size Enterprises
(SMEs) Growth.

Communication within this module

Communication - outside lectures and tutorials - will mostly take place via email. It is your
responsibility to check your emails or Moodle on a regular basis to make sure that you do not
miss important messages. You can also use the PBS email to contact the module leader, but
please consider the following guidelines for emails:

1. Staff will endeavour to respond to your email within 5 working days, if it is appropriate to do
so. However this timescale cannot always be guaranteed as staff have varied responsibilities
that means that they are often away from their offices. Additionally, the response time will
depend upon the nature of the query.
2. Please ensure that your e-mail is necessary in the first place, i.e. do not ask something that
is addressed in the module guide.
3. Please use only your PBS email address.
4. Please include your full name, student number and, where appropriate your module no. and
course details, in any email communication – if we cannot identify who you are, we may not
be able to respond! Please clearly indicate in the Subject Line box the purpose of the email.
For example: ‘Appointment to discuss U31050’.
5. Please do not email staff unsolicited coursework for informal review or comment.
6. Please remember that emails whether to your peers or to staff are covered by codes of
conduct.

Please Note

Every endeavour has been taken to confirm the accuracy of the information contained within
this Student Module Guide at the time of writing and preparation of this module. However,
from time to time, changes, for a variety of reasons, may need to be made during the life of
this module. The Module Leader will inform you of any changes should they be necessary. It
is therefore important that you attend the lectures, the seminars and check your email and
Moodle on a regular basis.

Moodle Site

Important information relating to this module will be communicated via the Moodle site. This
will include lecture slides / seminar materials etc. Tutors will also post additional reading and
other resources on this site, which you will be expected to read.

Access to the Moodle site is essential. Please contact the module co-ordinator as soon as
possible if you are unable to access the site.

Teaching and Planned Activities

This module will be taught in Teaching Block 2. You will have a one hour lecture each week
and a one hour seminar each week for this module. Your attendance is important, as is your
contribution in seminars, and will be closely monitored.

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The outline lecture content is included in the module handbook. Seminars might incorporate
group presentations on case studies and question and answer sessions about case studies.
These will be directly related to the content of the previous lecture.

You will be expected to carry out reading and other preparation for the weekly seminars, and
to produce answers to the seminar questions, for discussion in class. You are expected to
carry out at least 5 hours of independent study for this module per week during term time to
support lecture and seminar activity.

Programme Outline 2020/21

Online Live Lectures: Friday - 09:00 – 10:30 am

Online Seminars: Thursday: 10:00 – 12:00 noon

Date EXAM PERIOD / DIRECTED ACTIVITY

08 February 2021 Introduction to Global Marketing

15 February 2021 Internationalisation Theories/ Global Setting Groups /

Market Environment Competitive analysis /
SWOT

22 February 2021 Global Market Segmentation Buying Proforma

1 March 2021 Global Market Positioning Directional Policy Matrix

8 March 2021 Global Product Strategy Working on group project

15 March 2021 Global Pricing, Promotion and Working on group project

Distribution Strategy

29 March 2021 Consolidation Week

05 April to 16 April EASTER BREAK

2021

19 April 2021 Questions and Answers Working on individual

project

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Reading List

Core Text

Hollensen, S. (2019), Global Marketing, (8th ed.), London: FT Prentice Hall.

It is essential that you explore the subject area. The lectures and seminars will provide you with
an overview of the subject area. However, it is your responsibility to ‘fill’ in the gaps. Therefore,
you are expected o have access to the core reading material as well as academic journals
articles via the university’s online library resources.

Supplementary Reading

This is a list (not exhaustive) of books (both textbooks and general management) that will help
you increase your understanding of global markets, strategy, strategic marketing, and related
issues. Several of these books you may already purchased for previous or concurrent modules.
Consider how you can integrate the knowledge into this module.

Cateora, P.R. & Graham, J.L. and Gilly, M. (2019), International Marketing, (18th ed.),
Maidenhead: McGraw-Hill.

Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.C. (2019), Marketing. Concepts and Strategies,
(7th ed.), Abingdon: Houghton Mifflin. (For General Marketing Text Book, Segmentation
and DPM Analysis)

Hill, C.W. and Hult, G.T.M. (2019), International Business: Competing in the Global
Marketplace (12th ed.), New York: McGraw Hill.

Johnson, G., Scholes, K. and Whittington, R. (2010), Exploring corporate strategy: text and
cases, (9th ed.). Harlow: Financial Times Prentice Hall

Keegan, W.J. and Green, M.C. (2017), Global Marketing, (9th ed.), Harlow: Pearson Education

Kotabe, M. and Helsen, K. (2016), Global Marketing Management, (7th ed.), Hoboken, N.J.:
Wiley

Lowe, R., Kenyon, A. and Doole, I. (2019), International Marketing Strategy: Analysis,
Development and Implementation, (8th ed.), London: International Thompson Business Press.

McDonald, M. and Wilson, H. (2016), Marketing Plans. How to Prepare Them, How to Use
Them, (8th ed.), Chicester: Wiley (For the Marketing Planning Project)

Melewar, T.C. and Gupta, S. (2012), Strategic International Marketing: An Advanced

Perspective, Basingstoke: MacMillian Education. (ISBN10 0230580246)

Usunier, J.C. (2018), Intercultural Business Negotiations: The Deal And/or Relationship
Framework, London: Routledge

Usunier, J.C. & Lee, J.A. (2012), Marketing Across Cultures, (6th ed.), Harlow: Prentice Hall.

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Academic Journals

A variety of relevant academic journals are available via the University of Portsmouth
electronic library. As part of your learning experience on this module, you are also expected
to find, read and use additional relevant literature and business sources while preparing your
coursework.

Examples of relevant Academic Journals:

 European Journal of Marketing

 International Journal of Emerging Markets
 International Marketing Review
 International Journal of Advertising
 Journal of International Marketing
 Journal of Marketing
 International Review of Retail, Distribution and Consumer Research

Business Sources

Please make sure you are familiar with research tools and databases available in the Electronic
Library of the University of Portsmouth such as EBSCO, ProQuest Newspaper Library,
Euromonitor GMID, Datamonitor, etc.

It is highly recommended that you keep up to date with international marketing issues by regularly
reading reputable newspaper and business journals, trade press (such as: The Financial Times,
The Times, Wall Street Journal, International Herald Tribune, The Observer; The Economist,
Business Week, Forbes and Fortune)

Assessment

The module will be assessed through a group presentation (40%) and an individual report
(60%).

Item Assessment Weight Final Pass LO Assessment Deadline

Type Artefact Mark Assessed Length

1 Oral 40% Pre- 40% 1,2,4 & 5 20 minutes 26th

assessment recorded pre-recorded March
and presentati presentation + 2021
presentation on + PPT PPT slides
(Group) slides
2 Written 60% Individual 40% 1,2,3,& 4 2500 words 23th April
assignment report 2021
including
essay
(Individual)

1. Oral Assessment and Presentation – Recorded Online Group Presentation (40%)

CASE SCENARIO: Developing Target Market Strategy for a Global Brand in the UK.

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You are a team of marketing consultant who are going to develop a target market strategy for
a global brand and present your marketing strategy to the Top Management Team through a
20 minute group presentation. The selected brand must exist in another country but not
available in the UK.

Each marketing consultant team will select an international brand (e.g. Coca-Cola, Smirnoff,
Red Bull, BMW, Microsoft, Apple, Starbucks, Hilton, Zara, Ferrero, Carrefour, Metro, Auchan,
Decathlon, etc). The brand you have selected MUST NOT be available in the UK that is
ESSENTIAL for this assignment.

The recorded group presentation should address this hypothetical situation and develop a
target market strategy for the UK market.

Your presentation should include;

- A profile of the relevant macro or micro marketing environment for the selected brand (e.g.
Opportunities and threats for the brand in the UK marketing environment or the industry in
which this brand is going to enter). For example if CAREFOUR was the chosen brand, the
UK would be the relevant marketing environment and the food retail industry would be the
relevant industry. If a product from Ferrero (e.g. Pocket Coffee has not been launched by
Ferrero in the UK yet) was chosen, the UK would be the relevant marketing environment
and the ‘confectionery’ industry would be the most relevant industry.
- A description of the two (maximum) potential market segments using the Buying Proforma
Model (See Dibb, Simkin, Pride and Ferrell, 2019, Marketing Concepts and Strategies).
- A discussion of how the final target market segment is determined using the Directional
Policy Matrix.
- A discussion and justification of the selected brand’s market entry mode in the UK.

At this stage, no marketing plan is required that will be the focus of the individual report (see
the individual report brief for further details).

You need to do some desk research on global brands and, marketing environment as well as
the industry in which the brand operates.

In order to achieve the required analytical level, your group presentation must refer to the
global marketing theory and provide evidences for secondary research.

In order to assess market attractiveness and develop a target market strategy for the chosen
brand, you should utilize the followings:

 Political, social/cultural, economic and technological environment (i.e. PESTEL

analysis);
 SWOT Analysis: Don’t forget that SWs are related to the organization and assessed
internally and whereas OTs are related to the market environment and assessed
externally;
 A brief audit of the competition;
 Evaluation of possible market entry mode(s);
 Identification of one target market for the global brand;
 Reference list – you must include a reference list at the end of the presentation. Use
APA 7 Edition referencing style.

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Group Presentation Hand-in Arrangements: Power Point presentation and the recorded
presentation should be submitted on MOODLE.

Marking and Moderation of Your Work: All presentations will be watched and assessed by
the module tutor. Following internal moderation, a sample of work will be reviewed by the
external examiner of the PG programme to ensure that the standards applied are comparable
to those at other institutions.

2. Written Assignment – Individual Report (60%)

In the individual report, you need to include a marketing plan for the same international brand
presented earlier.

A recommended structure for your report;

 Executive summary of the report

 A short background of the brand/company
 A brief audit of the marketing environment
 Product strategy
 Pricing strategy
 Promotion strategy
 Distribution strategy
 Conclusion and recommendation

Word Limit: [2500] words excluding table of contents, footnotes and bibliography. The word
count should be stated on the university front sheet. Failure to state a word count will result
in a penalty of 5% of the original mark awarded. A falsely stated word-count is an assessment
office which may result in a penalty. Coursework that is over the stated word limit will result in
a penalty of 10% of the original mark awarded. For the avoidance of doubt, the penalty will be
applied to any work that exceeds the stated word limit of [2750] words excluding, table of
contents, footnotes and bibliography

Formatting: The work should be word processed. Font size should be between 12 Times
New Roman. Line spacing should be between 1.5 and 2 with (approx.) 4 cm margins all
round. The Header must include the student number and the Footer must include a page
number.

Referencing Requirements: Students must reference all sources using the APA 7th Edition.
Guidance on this method of referencing can be found at www.referencing.port.ac.uk.
Reference should be made to the primary source, except when the primary source can no
longer be obtained. Poor citation of sources will result in a loss of marks.

Referencing is required to give intellectual credit to your source, help your reader recover your
source easily and to avoid being accused of plagiarism.

Students are reminded that the University will not tolerate academic dishonesty in any form.
This is cheating.

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Individual Report Submission Hand in Arrangements: Students are required to submit
their coursework assignment to Turnitin via the link on the module Moodle. Students are
encouraged to submit drafts through the Turnitin student checkpoints prior to the submission
deadline.

PLEASE NOTE that the deadline for submission is 11.55 pm on the submission date – this
means that your assessment must be fully uploaded by 11.55 pm. Assessments uploaded at
11.55 pm or later will be marked as late. Students should submit in advance of the final
deadline wherever possible. Computer uploading delays and other IT difficulties are not
accepted as extenuating circumstances.
If there is a problem with Moodle at the time of submission students should email their
coursework to [email protected] with the following details:
Student Number
Module Name / Module number
Course name that you are studying
Screenshot of the error

Plagiarism: Students are reminded of the need to avoid plagiarism. The University
Regulations describe plagiarism as:

the incorporation by a student in work for assessment of material which is not their
own, in the sense that all or a substantial part of the work has been copied without
any adequate attempt at attribution, or has been incorporated as if it were the
student’s own when in fact it is wholly or substantially the work of another person or
persons.

Any student suspected of plagiarising will be referred for an Academic Misconduct Hearing.

Students should ensure that all sources are fully cited in footnotes and in the bibliography and
that indentation or quotation marks (as appropriate) are used when quoting. Failure to include
a bibliography will result in a 5% penalty, unless the lecturer/tutor has advised you that a
bibliography is not required.

Electronic Copy of Work: Students should retain an electronic copy of their coursework, so
that it may be checked by a member of staff should a member of staff feel the need to do so.
Tutors are entitled to request an electronic copy of coursework if they have any doubt about
the accuracy of the stated word count and/or any suspicion of plagiarism. Failure to send an
electronic copy of the coursework to a member of staff who has asked for a copy may result
in a penalty.

If any student has a query about any of the above matters and wishes to obtain clarification or
further information please contact your Module Co-ordinator or personal tutor

Assessment Criteria

Please refer to the ‘group presentation and individual report feedback form at the end of
module handbook’

Group Work Processes

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Group members should share sufficient contact information to enable them to communicate
with each other in the timescales required. They should also ensure that every group member
has a copy of, or access to, material produced in relation to the assignment.

Groups should arrange to meet on a regular basis. At each meeting, one member of the group
should be appointed to record the group work:

1 Date, time and location of meeting.

2 Student numbers of those attending and apologies for non-attendance.
3 Brief details of the work done and / or topics discussed.
4 Where appropriate, a review of the work done to date, or since the last meeting,
including:
Whether or not the work is progressing according to schedule (or plan).
How the work relates to other work done.
What further work needs to be done, and by whom.
Any feedback and / or constructive criticism given.
5 Where appropriate, details of any plans made or decisions taken, including:
Plans for future work, especially work to be done before the next meeting.
How that work is to be split amongst group members.
How that work is to be reviewed and / or evaluated by other members of the group.
Any assistance and / or support needed or offered.

A different group member should record the above information at different meetings so that all
group members have the opportunity to keep these records for at least one meeting.

Meetings may take place formally to cover the requirements above and may be in person or
via electronic means such as email, text, chat etc.

Often meetings will be less formal and typically will be used to work on the assignment
together. The information listed above should still be recorded. In this case, item 5 should also
cover work that was carried out while the group worked together. (It may also be the case that
item 5 relating to work to be carried out before the next meeting will not apply. This occurs
when group members do not carry out work between meetings but do the work together.)

Dealing with dysfunctional group members

‘FOOTBALL CARD SYSTEM’

‘Dead Wood’
There are many careers where you will be required to work effectively as part of a team. There,
as here, teams may contain people who are not committed to the group goals and are not
prepared to make a contribution. In the world of work, as here, it is in everyone’s best interest
to deal with such situations within the group: very rarely can one expect there to be time or
inclination for line managers to intervene among the group dynamics of adults. In the world of
work, individuals who fail to contribute would probably eventually be passed over for
promotion, have their career progression terminated, be demoted or ultimately sacked.

Whilst the Individual Assessment is minimising the chances of group members not
contributing, in the case of such ‘dead wood’ arising during the preparation of Group
Assignments on this module the following rules will apply. Please note that these rules are not
there to penalise students but to encourage the group to address the issue in a professional
way within their own group and thereby solve effective participation.

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This system will be firmly based on evidence such as non-attendance at meeting, agreed tasks
not completed or done late, failure to communicate with other group members as agreed.
Students should keep a record of meetings and agreed actions. If a group member fails to
adhere to agreements, other members should be issued one or more of the penalty cards
outlined below. Each time a card is issued the module leaders MUST be informed.

WHITE CARD
The offence has been noted and group/module leader have voted for a white Card. A recorded
warning but no further penalty.
GREEN CARD
A further offence(s) have been recorded. A green card has been voted for by the students and
seconded by the module leader.
5% will be deducted from the individual’s mark for the coursework.
YELLOW CARD
A further offence(s) have been recorded. A yellow card has been voted for by the students
and seconded by the tutors.
10% of the mark will be deducted.
RED CARD
A further offence(s) has been recorded.
The individual has been judged:
 Not to have made a meaningful contribution to the group, and/or
 Their behaviour has seriously disrupted the efforts of the rest of the group.
In this case a mark of 0% (Zero) will be awarded to the individual for this assessment.

BAL Study Support

The Business School Study Support Tutors offer confidential support with all aspects of study
skills.

You can send work (drafts or completed documents) to them electronically, or arrange a face-
to-face appointment to help develop your skills and enhance your work.

They can provide guidance and feedback on things like academic writing, English language,
planning and producing assignments, research skills, working in groups, presentations and
exam/revision skills.

The tutors are available Monday-Friday throughout term time and most holiday periods. For
more information, email them ([email protected]) or visit their website
(www.port.ac.uk/studysupport).

Plagiarism

Any student suspected of plagiarising will be referred to the BAL Student Assessment and
Assessment Regulations Lead and an Academic Misconduct Hearing will be arranged.
Students should ensure that all sources are fully cited and in the bibliography, in accordance
with APA Edition 6, and that indentation or quotation marks (as appropriate) are used when
quoting. Students who fail to include a bibliography will be penalised.

Guidance may be found at: www.referencing.port.ac.uk

If any student has a query about any of the above matters and wishes to obtain clarification or
further information please contact the module co-ordinator or your personal tutor.

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Work that is not your own

As a student it is expected that you demonstrate the ability to select appropriate reading
material, think, analyse, synthesise, and then produce your own work to submit for
assessment. When you graduate you know that you earned your degree and that it is a
reflection of your personal effort. In future, you may look back with pride on the achievement.

Sadly, some students deliberately submit work for assessment that is not their own. Working
together with others to produce a piece of individual work is not your own work and is
plagiarism. Copying the work of others, including the work of current or past students, and
incorporating it as if it is your own work, is plagiarism. Work commissioned from contract
tutors or paying a friend/other person to write your assessment work means that this is not
your own work. Using on-line ghost writers, private tutors, ‘contract cheating’, or any other
third party (i.e. having any third party produce an essay or assignment) and incorporating it as
if it is your own work, is plagiarism.

If you have any questions about what is meant by ‘your own work’ please contact the Module
Coordinator, any of your lecturers, or your Course Leader. BAL Study Support will also be
happy to offer advice about what ‘your own work’ means.

Do not devalue your, or others’ qualifications, by submitting work that is not your own.

Late Submission of Coursework

Coursework submitted after the published submission date without a valid Extenuating
Circumstances Form (ECF), but within ten working days of that date, will be marked. The mark
awarded will be limited to the module pass mark (40% unless otherwise specified in the
module handbook).

Coursework submitted more than ten working days after the published submission date will
not be marked, and a mark of zero will be recorded on the student's record. It will be recorded
as a non-submission.

Refer Assessment Arrangements

General Information

You will have to complete the refer assessment for this module if you achieve less than 40%
in the module overall

It is your responsibility to check the Student Portal and make sure that you are
registered for the refer assessment.

Refer Assessment for this module

The refer assessment for this module is an individual report.

The mark for the refer artefact will be capped at 40% but it will be combined with the mark(s)
for any artefacts that were passed at the first attempt in order to calculate the overall module
mark i.e. the final module mark will not be capped automatically at 40%, although the refer
assessment mark will be so capped.

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Implications of failing the module after the refer

If you fail any or all of your refer assessments, the Board of Examiners may offer you the
opportunity of repeat assessment in the next academic year. This means that you must repeat
the module(s) that you have failed (with the full range of marks available). Attendance of
students on repeat assessment will be monitored very closely.

You must have passed all your modules before you can continue your studies.

Students who miss a refer assessment exam date or refer assessment coursework
submission date will be deemed to have failed the module.

You may submit an ECF to cover the refer assessment period. However, this may still result
in you having to repeat the module in the following academic year. If you are in this situation
you should speak to the module coordinator and/or your personal tutor.

Extenuating Circumstances Form (ECF) Advice

If you suffer from circumstances relating to your health and /or personal life that are of a
sufficiently serious nature to result in your being unable to attend, complete, or submit an
assessment on time, you may be able to submit an Extenuating Circumstances Form (ECF)
for that assessment. You are strongly advised to speak to your personal tutor as soon
as possible after the circumstances arise/you realise that you will not be able to
sit/submit the assessment. Further information can be found here:

http://www.port.ac.uk/accesstoinformation/policies/academicregistry/filetodownload,10380,e
n.pdf

Deferral Arrangements

If you have been unable to submit your coursework by the due date and have a valid ECF
which applies to the coursework, then you will be able to submit the coursework up to 10
working days late without penalty or choose to take the defer assessment in the July defer
period, do not wait to be told whether or not your ECF was successful. It is important to discuss
potential ECF claims with your personal tutor to make sure you understand the implications of
late submission if the ECF is not upheld by the ECF panel.

If you have been unable to sit the exam and have a valid ECF which applies to the exam, then
you will have the opportunity to sit a defer exam. You must return to Portsmouth for defer
exam.

Defer assessments are not capped at 40% - you will be entitled to the full range of marks.

It is your responsibility to check the Student Portal and make sure that you are
registered for the defer assessment.

You may submit an ECF to cover the defer assessment period. However, this may still result
in you having to repeat the module in the following academic year. If you are in this situation
you should speak to the module coordinator and/or your personal tutor. [This is a change in
practice. Based on the current guidance I have kept the details short. I will expand this once
we have the regulation changes]

Support for Refer/Deferred Students

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Deferred students should submit an improved report.

Important Notes

Regulations can change during the course of the year. You will be notified of any changes to
the ECF Regulations, the Examination & Assessment Regulations, and/or any other important
changes via your university email account so you must check this regularly.

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Coursework feedback forms

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GLOBAL MARKETING MNGMT: GROUP PRESENTATION FEEDBACK FORM - Semester 2, 2020/21

Student Names and Numbers: ____________________________________________________________________________

Brand: ______________________

Possible Achieved
(example
Assessment Criteria
Dist/
Full Mark)
Presentation Content

14/20 /20
Analysis of the factors affecting the global brand's marketing environment

Segmentation, Targeting, Positioning (STP) Analysis for the global brand, including a discussion on selection of the target 28/40 /40
market.

7/10 /10
Evaluation of market entry modes

Presentation Method

7/10 /10
Clarity of ideas presented: Ability to abstract, synthesize and integrate large amounts of information to arguments presented

7/10 /10
Use of visual aids and communication

7/10 /10
Evidence of research and planning as a team

70/100 /100%
Total
General comments:

Assessed by:

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GLOBAL MARKETING MNGMT: INDIVIDUAL REPORT FEEDBACK FORM - Semester. 2, 2020/21

STUDENT NAME: ________________________________ STUDENT NUMBER: ____________

BRAND: _____________

Assessment criteria Mark Achieved

1 Analyse the marketing environment with specific reference to the selected brand /20

2 Discuss and evaluate a marketing plan with specific reference to the selected brand /50

3 Discuss conclusions and key implications for future expansion with specific reference to the selected brand /10

4 Ability to communicate in a logically ordered argument. /10

5 Ability to abstract, synthesize and integrate large amounts of information to support the findings. /10

Total Mark /100

General comments:

Assessed by:

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 Assessment Criteria 70%+ 60-69% 40-59% Fail

No evaluation presented. Very

1.1 Analyse the market conditions Comprehensive critical evaluation Critical evaluation presented, Evaluation presented,
limited range of references and / or
with specific reference to the selected presented, evidenced through a wide evidenced through a good range of evidenced through an adequate
references of questionable
brand range of relevant references. relevant references. range of relevant references.
relevance.

Excellent applied understanding of Very good applied understanding Competent understanding of

1.2 Discuss and evaluate a marketing No understanding of strategies for
marketing strategies for globalisation of strategies for globalisation strategies for globalisation
plan with specific reference to the globalisation demonstrated in the
demonstrated in the context of the demonstrated in the context of the demonstrated in the context of
selected brand context of the report.
report. report. the report.

1.3 Discuss conclusions and key Discussion demonstrates some

Discussion fully recognises and critically Discussion recognises and
implications for future expansion with recognition and appreciation of No recognition of key implications
appreciates key implications for future critically appreciates key
specific reference to the selected key implications for future for future expansion
expansion implications for future expansion
brand expansion

Structure is largely appropriate

Structure is highly appropriate and report Structure is appropriate and report No / little attempt made to structure
and logical.
flows very logically. flows logically. report in a logical manner.
1.4 Demonstrate the ability to
Nicely presented integrated
communicate in a logically ordered Very well presented fully integrated Well presented and well integrated Very poorly presented report.
report but would benefit from
argument report with few/no spelling/grammatical report with few spelling/
proof-reading. Some use of
errors. Appropriate use of figures, tables, grammatical errors. Appropriate Figures, tables, appendices not
figures, tables, appendices, but
appendices. use of figures, tables, appendices. used appropriately.
not always appropriate.

Demonstrates some ability to

Demonstrates no ability to abstract
abstract and synthesise material
Demonstrates excellent ability to Demonstrates good ability to and/or synthesise material from
from various sources and
abstract and synthesise material from abstract and synthesise material various sources. Very fragmented
develop a convincing, if at times
various sources and develop a coherent from various sources and develop with no coherent threads of
1.5. Demonstrate the ability to fragmented, evidenced
evidenced argument. a coherent evidenced argument. argument.
argument.
abstract, synthesize and integrate
large amounts of information to Shows a strong critical appreciation of Shows some critical appreciation No originality; regurgitates other
Tendency to regurgitate other
support the findings other authors’ thinking. of other authors’ thinking. authors’ views uncritically.
authors’ views uncritically.
Uses APA 6th Edition referencing and Uses APA 6th Edition referencing Does not use APA 6th Edition
Uses APA 6th Edition
reference list complete. and reference list complete. referencing and/or serious
referencing and reference list
omissions from references list.
complete.

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