The title of the assignment.
An analysis and evaluation of an SME’s global marketing strategy.
Purpose of the assessment
The aim of the assignment is to demonstrate your understanding of
how a global corporation strategically and tactically designs its marketing
operations across global markets and cultures.
Your Specific Instructions:
You are required to produce a report to
your line manager [in Word], which identifies and critically analyses the
potential impact of Culture on an SME’s marketing strategy and tactics. You
are writing this report as an employee of the chosen SME to your senior
You are required to submit the following;
A cover sheet, not included in the word
count, Title, Your Student number, a brief description of the company and
its current markets and products, your word count for the report only not
including references and any appendices.
Introduction / Table of contents
Select 4 marketing mix elements or
strategies and suggest through reference to cultural theory why and how
these may need to be adapted
Recommendations for the next three years.
References [Separate Academic from
Max 3300 words.
Approach/steps to follow:
You should conduct research into an SME [Small to Medium Sized
Enterprise]. You should use the EU definition of SME which you will find
There are many resources available on-line. Business Source Complete is
available through the Business Toolkit and will help you select an
appropriate SME. There are other databases and you are not restricted to UK
based companies. Below are some links, but these are not exhaustive:
From your research, illustrate and explain through reference to
academic theory, cultural models and frame works, issues that may impact
upon your chosen SME’s global marketing strategy and tactics.
A guide to the topics that you should consider are the topics and
their cultural implications that are covered in this module. See the weekly
schedule of topics covered under “Units”.
Reference list (at least 15 references, with at least 10 academic
[journal articles and books], please separate academic from secondary
Give full details, following CASE Harvard
Appendices must be linked to the body of the work – do not include
if not referred to in the report.
All models, frameworks and charts should be applied. Do not just cut
and paste from textbooks or lecture/teaching material.
It is essential that:
You show ability to describe and apply theoretical concepts and then
use examples from your SME as illustrations.
You do not make unsubstantiated assertions,
references must back up your in-text statements
You use Harvard Referencing throughout this
report, linking theory to this practical business example.
You do NOT engage in primary research for this
Show awareness of other aspects of marketing to convince the marker
that you understand the subject.
Read and use a range of recent academic resources, e.g. books,
journals, websites for Mintel reports, Business Source Complete, etc.
Do NOT use Wikipedia/ company website references alone nor should
you use Student/ Essay websites
Paraphrasing others’ views and citing/referencing the relevant
source, is generally better than using direct quotes
Check grammar, use UK spelling and try to use PEEEL to structure
your main paragraphs. For more details, attend your Academic English for
Business (AEB) classes or refer to CASE
Evidence of independent thought and original applications may
improve your mark
Use Arial Font size 12 and double spacing between paragraphs.
WE use plagiarism software so do not copy and paste
from websites or other sources and you should not share your work with
other students. You must run your work through Turnitin before
You should follow a report structure using headings and
sub-headings. Include an appendices if necessary, but these MUST be
referred to in the report. These will not be included in the word count.
You must reference any sources of information used. All references stated
at the end MUST be used in the report.
Cover sheet to include:
Module title; Code; Report Title; No Name as it must be submitted
anonymously, your SRN [student member Number], Word Count.
Please use Arial font size 12 throughout
Word count – Absolute Maximum, 3,300 words. (Not plus 10%)
You must submit a copy anonymously on StudyNet on the due date. The
file name should follow the following structure:
SRN Number.docx [Example 704885.docx]
For further help, contact your module leader
in their drop-in hours or by email.
Use the Grading Criteria and Mark Scheme to
help improve your work.
Academic English for Business
[AEB] support will be made available, specific details will published by the