ENG7144 Individual Marketing Plan [Style: Individual report]
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Coursework Assignment Brief
Postgraduate
Academic Year 2021-22 (S3)
Module Title:
International Business and Marketing (S3, Block 1)
Module Code:
ENG7144
Individual Marketing Plan with a maximum word count of 3000 words
Assessment Type
CWRK
Weighting: 75 %
School:
School of Engineering and the Built Environment
Module Co-ordinator:
Dr POONAM AULAK
Hand in deadline date:
12pm Mid-day on 1st July 2022 (UK time)
Return of Feedback date and format
20 working days from date of submission (see Moodle for details).
Re-assessment hand in deadline date:
12pm Mid-day on Monday 21st Nov 2022
Note: the reassessment work may be different.
Support available for students required to submit a re-assessment:
Timetabled revisions sessions will be arranged for the period immediately preceding the hand in date
NOTE:
At the first assessment attempt, the full range of marks is available. At the re-assessment attempt the mark is capped and the maximum mark that can be achieved is 50%.
Assessment Summary
This module comprises of 2 elements:
25% - Team presentation
75% - Individual report
For this 75% element – you are to develop an International Marketing-led Business Development Plan, which you would have worked on already with your team. You will now, individually, expand on a current project/product from the UK (or other market) into a chosen international market for growth and sustainable competitive advantage. The plan will not exceed 3000 words (excluding appendices).
IMPORTANT STATEMENTS
Standard Postgraduate Regulations
Your studies will be governed by the BCU Academic Regulations on Assessment, Progression and Awards. Copies of regulations can be found at https://www.bcu.ac.uk/student-info/student-contract
For courses accredited by professional bodies such as the IET (Institution of Engineering and Technology) there are some derogations from the standard regulations and these are detailed in your Programme Handbook
Cheating and Plagiarism
Both cheating and plagiarism are totally unacceptable and the University maintains a strict policy against them. It is YOUR responsibility to be aware of this policy and to act accordingly. Please refer to the Academic Registry Guidance at https://icity.bcu.ac.uk/Academic-Services/Information-for-Students/Assessment/Avoiding-Allegations-of-Cheating
The basic principles are:
· Don’t pass off anyone else’s work as your own, including work from “essay banks”. This is plagiarism and is viewed extremely seriously by the University.
· Don’t submit a piece of work in whole or in part that has already been submitted for assessment elsewhere. This is called duplication and, like plagiarism, is viewed extremely seriously by the University.
· Always acknowledge all of the sources that you have used in your coursework assignment or project.
· If you are using the exact words of another person, always put them in quotation marks.
· Check that you know whether the coursework is to be produced individually or whether you can work with others.
· If you are doing group work, be sure about what you are supposed to do on your own.
· Never make up or falsify data to prove your point.
· Never allow others to copy your work.
· Never lend disks, memory sticks or copies of your coursework to any other student in the University; this may lead you being accused of collusion.
By submitting coursework, either physically or electronically, you are confirming that it is your own work (or, in the case of a group submission, that it is the result of joint work undertaken by members of the group that you represent) and that you have read and understand the University’s guidance on plagiarism and cheating.
You should be aware that coursework may be submitted to an electronic detection system in order to help ascertain if any plagiarised material is present. You may check your own work prior to submission using Turnitin at the Formative Moodle Site. If you have queries about what constitutes plagiarism, please speak to your module tutor or the Centre for Academic Success.
Electronic Submission of Work
It is your responsibility to ensure that work submitted in electronic format can be opened on a faculty computer and to check that any electronic submissions have been successfully uploaded. If it cannot be opened it will not be marked. Any required file formats will be specified in the assignment brief and failure to comply with these submission requirements will result in work not being marked. You must retain a copy of all electronic work you have submitted and re-submit if requested.
Learning Outcomes to be Assessed:
1 Evaluate the effects of changes in the business environment on an enterprise.
2 Appraise the suitability of resources and capabilities of a business enterprise to achieve business objectives.
3 Formulate a marketing-led business development plan.
Assessment Details:
Title: Individual Marketing-led Business Plan
Style: Individual report
Rationale:
This module provides a particular focus on global strategic positioning, entry strategies and alliances, effective cross-cultural boundaries and management; developing and retaining an effective global management for products and services.
You will reflect on current research, current events and global developments to develop an
International Marketing-led Business Development Plan. This plan will expand on a current
project/product (goods or service) from the UK (or other market) into a chosen international market for growth and sustainable competitive advantage. You will present findings first as a team and then compile and individual marketing plan.
Description:
In teams, you will begin by deciding on a product (goods or service) which you will
internationalise from a ‘home’ market to an ‘international’ market.
You will need to focus on current market conditions, drawing on the EXTERNAL environment by using a STEEPLE analysis, assessing customers, competition, Suppliers & Alliances, whilst taking cultural considerations into account. The business’s environmental considerations should include the future global, macro, business considerations as well as the, more micro, aspects of defined markets’ & segments’ quantified size & value, particularly highlighting changes as major sources of commercial advantage.
In addition, you will also consider the INTERNAL environment of the organisation. This will include resources such as Human, Tangible, Intangible alongside capabilities and organisational management structures.
From these EXTERNAL and INTERNAL analyses, you will compile your findings in SWOT analyses, deriving organisational objectives, drawing conclusions and formulation of international marketing strategies. This will aid the development of your individual Marketing-Led Business Development Plan for expansion into new and emerging markets.
Additional information:
Please see the Marketing-led Template provided on Moodle for format and headings to be used for both parts of the assessment.
For advice on writing style, referencing and academic skills, please make use of the Centre for Academic Success: https://icity.bcu.ac.uk/celt/centre-for-academic-success
Workload:
This assessment is equivalent to 3000 words and a typical student would be expected to take 30 hours to pass this assessment.
Transferable skills:
This module enables students to:
· develop and enhance presentation and communication skills
· problem solve using academic language and academic underpinning
· develop research & critical analysis skills
· become a subject matter expert in the chosen field
· be able to effectively present and report on findings from an academic standpoint –
· argue and debate appropriately
· apply skills and knowledge to other modules and the dissertation
Marking Criteria:
Submission Details:
Format: (upload/physical copy, software requirements etc.)
Table of Assessment Criteria and Associated Grading Criteria
Learning Outcomes
1
Evaluate the effects of changes in the
business environment on an enterprise.
2
Appraise the suitability of resources and
capabilities of a business enterprise to achieve business objectives.
3
Formulate a marketing-led business
development plan.
Assessment
Criteria
à
Weighting:
0.3
0.3
0.15
Grading
Criteria
0 – 29%
F
No knowledge of the external environment and issues relating to its development. A poor piece of work. No real attempt to answer the questions. Poor arguments and lack of relevance.
No knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. A poor piece of work. No real attempt to answer the questions. Poor arguments and lack of relevance.
No knowledge displayed of marketing plan structure or development. Nothing to evidence progress towards compiling a report.
30 – 39%
E
Little knowledge of the external environment and issues relating to its development This report shows some understanding of key issues but some content is partly or substantially irrelevant. Poorly structured. Displays little knowledge or understanding of subject matter.
Little knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. This report shows some understanding of key issues but some content is partly or substantially irrelevant. Poorly structured. Displays little knowledge or understanding of subject matter.
Little knowledge displayed of marketing plan structure or development. Very little evidence of progress towards compiling a report. Including significant errors or misconceptions in the report.
40 – 49%
D
Inadequate knowledge demonstrated of the external environment and issues relating to its development Material is largely relevant, but muddled, lacking focus and structure. Important elements are missing or there are significant errors of understanding.
Inadequate knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. Material is largely relevant, but muddled, lacking focus and structure. Important elements are missing or there are significant errors of understanding.
Inadequate knowledge displayed of marketing plan structure or development. Some evidence of progress towards compiling a report. There may well be signs of confusion about understanding and presentation of complex material.
50 – 59%
C
Knowledge demonstrated of the external environment and issues relating to its development. Generally, a sound attempt at appraising issues and demonstrated adequate knowledge of the subject. However, still incomplete and some elements missing. Limited evidence of independent thought or research.
Knowledge demonstrated of structured marketing strategy and the influences on the internal environment and its formation. Generally, a sound attempt at appraising issues and demonstrated adequate knowledge of the subject. However, still incomplete and some elements missing. Limited evidence of independent thought or research.
Knowledge demonstrated of marketing plan structure or development. The report demonstrates some familiarity as there is an awareness and demonstration of fundamental concepts. Presentation and organisation of the report is reasonably clear.
60 – 69%
B
Changes proposed and explained for external environment and appreciated issues relating to its development. Comprehensive and coherent attempt of appraisal. Evidence of significant reading & research beyond the basic texts. Displays good knowledge of the subject matter and an ability to discuss impact intelligently and analytically.
Strategies proposed to meet SMART objectives; and noted influences on the internal environment and its formation. Comprehensive and coherent attempt of appraisal. Evidence of significant reading & research beyond the basic texts. Displays good knowledge of the subject matter and an ability to discuss impact intelligently and analytically.
Structured marketing-led business development plan, written in effective English. The report demonstrates good familiarity as there is an awareness and good demonstration of fundamental concepts and critical awareness. The report is well organised and written to a good standard.
70 – 79%
A
Proposed and explained the effects of changes in the business environment; full consideration of issues relating to its development. Well-focussed analysis and comprehensive. Strong evidence of reading beyond the basic texts and lecture materials, displays mastery of the subject matter and ability to discuss in an intelligent and thoughtful manner. No major errors though some minor errors or improvements noted.
Proposed and explained SMART alternative strategies specific to a number of segments and the influences on the internal environment and its formation. Well-focussed analysis and comprehensive. Strong evidence of reading beyond the basic texts and lecture materials, displays mastery of the subject matter and ability to discuss in an intelligent and thoughtful manner. No major errors though some minor errors or improvements noted.
No major short comings in marketing-led business development plan. The report demonstrates excellent critical awareness of all concepts. The report is well written and displays very good organisational and presentational skills.
80 – 89%
A+
Fully evaluated the effects of changes in the business environment; demonstrating full consideration of issues relating to its development. Well-focussed, carefully structured and thoroughly considered analysis. Cogent and clearly argued. There is originality and/or independent critical analytical ability that shows mastery of the subject matter to an exceptional degree. No major errors noted.
Fully evaluated alternative strategies to achieve the objectives; noting the internal environment and its formation. Well-focussed, carefully structured and thoroughly considered analysis. Cogent and clearly argued. There is originality and/or independent critical analytical ability that shows mastery of the subject matter to an exceptional degree. No major errors noted.
A clear, logical and error free marketing-led business development plan, appropriate referencing and very well structured. The report demonstrates outstanding analysis and critical awareness. There is evidence of original thought and the report is well written displaying excellent organisational and presentational skills.
90 – 100%
A*
Exceptionally evaluated the effects of changes in the business environment; demonstrating full consideration of issues relating to its development. Outstanding and insightful work. Containing evidence of significant independent research, application and well-structured. Aptly focussed and well-written. Free of errors.
Exceptionally evaluated alternative strategies to achieve the objectives; noting the internal environment and its formation. Outstanding and insightful work. Containing evidence of significant independent research, application and well-structured. Aptly focussed and well-written. Free of errors.
Extremely clear, logical and error free marketing-led business development plan, appropriate referencing with an outstanding structure. A truly outstanding report. The report presented is faultless, well-structured, carefully and rigorously evaluated.
(The work should be of publishable quality in a peer-reviewed national conference).*
*in very exceptional circumstances.
Regulations:
· The minimum pass mark for a module is 50%
· Re-sit marks are capped at 50%
Full academic regulations are available for download using the link provided above in the IMPORTANT STATEMENTS section
Late Penalties
If you submit an assessment late at the first attempt then you will be subject to one of the following penalties:
· if the submission is made between 1 and 24 hours after the published deadline the original mark awarded will be reduced by 5%. For example, a mark of 60% will be reduced by 3% so that the mark that the student will receive is 57%. ;
· if the submission is made between 24 hours and one week (5 working days) after the published deadline the original mark awarded will be reduced by 10%. For example, a mark of 60% will be reduced by 6% so that the mark the student will receive is 54%.
· if the submission is made after 5 days following the deadline, your work will be deemed as a fail and returned to you unmarked.
The reduction in the mark will not be applied in the following two cases:
· the mark is below the pass mark for the assessment. In this case the mark achieved by the student will stand
· where a deduction will reduce the mark from a pass to a fail. In this case the mark awarded will be the threshold (i.e. 50%)
Please note:
· If you submit a re-assessment late then it will be deemed as a fail and returned to you unmarked.
Format:
Upload the individual report to Moodle please using only Microsoft Office Files or PDF.
Feedback:
Marks and Feedback on your work will normally be provided within 20 working days of its submission deadline.
Where to get help:
TBC once timetables have been published.
Students can get additional support from the library support for searching for information and finding academic sources. See their iCity page for more information: http://libanswers.bcu.ac.uk/
The Centre for Academic Success offers 1:1 advice and feedback on academic writing, referencing, study skills and maths/statistics/computing. See their iCity page for more information: https://icity.bcu.ac.uk/celt/centre-for-academic-success
Additional assignment advice can be found here: https://libguides.bcu.ac.uk/MA
Fit to Submit:
Are you ready to submit your assignment – review this assignment brief and consider whether you have met the criteria. Use any checklists provided to ensure that you have done everything needed.
Make sure the submissions dates and word counts are met (so you maximise your marks).
Please check your spelling, Grammar and Formatting are all correct and to an acceptable professional standard.
Make sure your files are not corrupt and the files open up in MS Word (failure to open will result in a zero award).
Assignment Tip Sheet
Assignment Checklist
Run through this simple tick list before submitting your work!
Report
Well prepared materials make your work look more professional and easy to understand.
Item
Action
Done?
1
I have used the spellchecker and proofread the report correcting errors several times.
2
I have checked that all material is directly related to the assignment tasks.
3
I have checked that all the required information has been included in the report.
4
The report is professionally presented using consistent headings, fonts and layout.
5
All tables and images are numbered and captioned.
6
I have used the report structure specified in the assignment.
7
8
Referencing and Originality
Your work will be subjected to checks to ensure it is not derivative of other works. Works found to be derivative may leave you subject to penalties, including in extreme cases, expulsion from the University.
Item
Action
Done?
1
All images and tables are fully referenced
2
I have not copied any material from anywhere else. All sentences have been paraphrased into my own words.
3
All references appear in the references section at the end of the presentation.
4
All references are cited in the text in the form of (author, year). See https://www.bcu.ac.uk/library/services-and-support/referencing for more details.
5
If I have used quotes, these are fully referenced, appear in quotation marks and form only a small part of my report.
Content
Is your work complete? Have you included all the required elements?
Item
Action
Done?
1
I have given an analysis of problem..
2
I have explained why I chose the strategic tools that I have used and used references to support my decisions.
Attachments:
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