MKT 744 Handbook 2024 PDF
MKT 744 Handbook 2024 PDF
Assignment Brief
Assignment Title:
Assignment Guidelines:
Each student will be allocated an International Market (During the seminar in week 3).
They must propose a detailed, and fully justified, Market Entry Strategy to this ‘allocated’
international market that could be utilised by a small UK business that manufactures and sells
Natural and Organic Cosmetics for large UK retailers and through their retail outlets under their
brand name.
The rationale for expansion: Market Seeking, Profit Seeking, Resource Seeking
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Section 2: Analysis of Market Complexities (700 words)
The discussion of trade barriers that are imposed by the host country and the positive and
negative impact of the trade barriers on the SME looking to expand.
The discussion of Trading Blocs that the host country is part of and how will this impact
(positive/negative) the expansion decision of the SME.
The discussion of social and cultural differences/similarities between the host country and home
country using theories such as Hofstede’s Cultural Dimensions and/or Hall’s High/Low Context
Culture and the impact of such on the expansion decision.
The discussion of the economic system, and or state of the economy of the host country and the
impact of this on the SME’s internationalisation process.
Evaluation of 2-3 entry modes. Discuss the strengths and weaknesses of each entry mode under
different market situations.
Propose the most suitable entry mode, justifying the choice of entry mode by linking it to the
market analysis. Argue how the chosen mode addresses the opportunities and challenges found
in the host country.
Applying the concept of standardisation and adaptation, draw a marketing strategy (4P’s) that
addresses the opportunities and challenges analysed in section 2.
Feedback on the overall performance of students for Coursework 1 will be posted on Blackboard
area for the module, under the assessment link. Feedback/marks on this assessment will normally
be provided to individuals no later than 3 weeks after the submission date.
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Assessment Component Assessment Submission
weighting Submission week
There will be 40 questions altogether; this will involve primarily choosing 1 answer from 3 or
sometimes 4 options, true or false questions, or providing a missing one-word answer or term.
The questions will relate to the overall content of the module including any in-class exercises, the
entire required reading textbook (see above) and all class slide content.
The test must be completed on the 30th of August 2024, this is during week 13. The test
will be open for 4 hours, but once you start the test, you will have 45 minutes to complete it;
you can go back and change answers; you must remember to hit the submit button at the end,
or your mark for the test will not be recorded.
You will be able to see your mark automatically once you have submitted your answers.
This element of coursework accounts for 40% of the overall assessment.
Please see the assessment area on Blackboard for a list of relevant reading materials
(books/chapters) for each topic.
Students will be afforded the opportunity to complete an online ‘mock’ test, via a link on
Blackboard (Assessment Tab), during Week 12.
Students can access the test from any device that they choose but it is recommended that they
use the university library and computer rooms to ensure that they have no issues with connection.
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CRITERIA FOR ASSESSING COURSEWORK
In line with the Ulster Business School’s policy, the following guide will be used to assess particular grades:
% Content Application of Theory Referencing Presentation,
Classificati Knowledge and Evidence of
and Grammar and
on Range Understanding Reading
Bibliography Spelling
Critical insightful Extensive evidence of Exceptional knowledge Extensive Outstanding Outstanding, well-
With 70 –100 evaluation and advanced applications and conceptual evidence of referencing directed
Distinction synthesis of complex and/or empirical results, understanding of complex integrating and presentation,
high level of originality where applicable, and/or specialised supplementary bibliography logically and
and reflection. informed extensively by principles and concepts sources coherently
Demonstrates the current research and and the development and structured, using
ability to pursue practice in the area advancement of ideas and correct grammar,
practice spelling and citation.
research at Doctoral
level
Critical evaluation and Clear evidence of relevant Wide knowledge and depth Evidence of Comprehensive Excellent
Merit 60 –69 synthesis of complex applications and/or of understanding of extensive referencing presentation,
issues and material empirical results, where complex and/or specialised reading of and logically structured,
which includes an applicable, informed by principles and concepts supplementary bibliography using correct
original and reflective current research and and the development of sources grammar and
approach practice in the area ideas and citation
practice
Some critical evaluation Evidence of relevant Appropriate knowledge Evidence of Adequate Orderly presentation,
50 –59 and synthesis of key applications and/or and depth of reading referencing clear structure and
Pass issues and material empirical results, where understanding of key supplementary and acceptable grammar
applicable with some links principles and concepts sources bibliography and spelling
to current research in the with some understanding
area of their development in
practice
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Occasional relevant Basic knowledge and Limited Adequate
Some evaluation and Limited
applications and/or depth of understanding of referencing presentation and
Fail 45 –49 synthesis of issues and evidence of
empirical results, where key principles and and structure, grammar,
material reading
applicable concepts only bibliography spelling and citation
Limited evaluation and Limited applications Limited and/or superficial Minimal Inadequate Poor presentation
31 –44 synthesis of issues and and/or empirical results, knowledge of key evidence of referencing and structure,
Fail material where applicable principles and concepts reading and grammar, spelling
bibliography and citation
Little or no evaluation Little or no evidence of Virtually devoid of any Little or no Inadequate Inadequate
0 – 30 and synthesis of issues relevant application evidence of knowledge evidence of referencing presentation,
Fail and material and/or empirical results and understanding reading and structure, grammar,
bibliography spelling and citation
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