Discuss global, local and glocal strategies towards two of the following areas: Product Price Distribution Promotion

 

Final Individual assignment (70%)

 

Your Marketing Director has been invited to make a presentation to a group of domestic consumer marketers. The conference, ‘Going global, acting local – communicating global brands to global markets’ aims to encourage home businesses to take their brands abroad.

 

The audience will include marketing consultants, company marketing personnel and researchers. She has asked you to carry out some research for her and present her with a report on this topic area, from which she will put together her presentation. This should be clear and concise and identify the main points that she should make. The report should be based on one chosen brand only.

 

You will need to help her by looking at academic research.

 

The report should outline your responses to the following issues:

 

  1. Discuss global, local and glocal strategies towards two of the following areas:
    • Product
    • Price
    • Distribution
    • Promotion

 

Use marketing theory when discussing globalization, localization and glocalization within the context of international marketing. Use range of examples to enhance your discussion and academic sources to discuss marketing terminology.

 

  1. Select and discuss the target market (or primary target market if there are more than one target customer) for your chosen global brand. Identify whether the brand is targeted to a global market or whether the target consumer differs from country to country. Use as many appropriate segmentation variables as you can to support your answer. Use relevant marketing theory and terminology to underpin your discussion.

 

Word limit: 2000

NOTES:

 

  1. You are expected to write concisely. Assume a word limit of 2,000 words (excluding appendices).

 

  1. You are not required to conduct any primary research

 

  1. You are expected to show a good level of reading and research.

 

  1. This is an individual assignment and students are not to collude.

 

  1. The Turnitin plagiarism detection facility will be made available on the module Blackboard site for students to use to check their work. Students are not required to submit a Turnitin report.

Guidance

 

 

Most good international marketing management textbooks will contain useful material, but students are also expected to use a range of journal articles.

 

 

Students who do not use journal articles are unlikely to pass this assignment and will be penalized for providing an inadequate ‘depth of research’.

 

You are expected to relate your sources to the task given, and use examples from the seminar activities.

 

Specific Assessment Criteria for the final summative assignment

 

The specific assessment criteria to be used to establish the actual mark awarded for this assignment are as follows:

 

  • Presentation (professional format, maximum length 2,000 word, writing skills, correct referencing etc)                                                                                                       10%

 

 

  • Discuss global, local and glocal strategies towards two of the marketing areas:                 60%

 

 

 

  • Target market discussion                                                                                               30%

 

 

 

Students are required to submit their work in a basic report format – including a cover sheet, contents page and references list, appendix if required; heading and subheading as appropriate.  Excessive use of an appendix for material which should be included ion the body will be penalised.

 

Students writing in essay format will be penalised.

 

 

 

 

 

 

(Some basic instruction if required here)

 

Important note about ARNA regulations

 

The regulations specify that students must complete every assessment component contributing to the modules on their programme.  This applies to all forms of assessment as defined in the module descriptor.  Please note that:

 

  • if any assessment component is not completed, students will be failed in the module even if the module pass mark has been achieved;
  • if the requirements for referral specified in section 5 of ARNA1 are met, a resit opportunity will be given;
  • if unable to complete an assessment component because of extenuating circumstances, students should follow the procedure described in the Student Guide to Extenuating Circumstances1.

 

This change was approved by Academic Board on 12 October 2009 in consultation with the Students’ Union.  Students should consult their Programme Leader or Guidance Tutor if they have any queries. Independent advice and support is also available from the Students’ Union Advice & Representation Centre (su.advice@northumbria.ac.uk) or from a student adviser in Student Services.

 

1ARNA and the Student Guide to Extenuating Circumstances Affecting Assessed Work are available from http://www.northumbria.ac.uk/sd/central/ar/lts/assess/assproc/assdocstud/

 

Word limits and penalties for assignments

 

If the assignment is within +10% of the stated word limit no penalty will apply.

 

The word count is to be declared on the front page of your assignment and the assignment cover sheet.  The word count does not include:

 

·       Title and Contents page ·       Reference list ·       Appendices ·      Appropriate tables, figures and illustrations
·       Glossary ·       Bibliography ·       Quotes from interviews and focus groups.

 

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count.

 

If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct.

 

If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted.  For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

 

Students are advised that they may be asked to submit an electronic version of their assignment.

 

Time limits and penalties for presentations

 

The time allocated for the presentation must be adhered to.  At the end of this time, the presentation will be stopped and will be marked based on what has been delivered within the time limit.

 

Submission of Assessment:

 

All assignments must be submitted via the Undergraduate Programme Office.  Each assignment must be accompanied by an Assessed Work Form which must be completed in full.  The assignment will not be accepted by the Undergraduate Programme Office unless the form is completed correctly.

 

Marked assignments will be returned to students.  It is advisable to retain a copy of your assignment for you own records.  Your mark will be returned on the Assessed Work Form via the Undergraduate Programme Office.

Where coursework is submitted without approval, after the published hand-in deadline, the following penalties will apply.

1 For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without approval, 10% of the total marks available for the assessment (i.e.100%) shall be deducted from the assessment mark.

 

2 Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without approval will be regarded as not having been completed. A mark of zero will be awarded for the assessment and the module will be failed, irrespective of the overall module mark.

 

 

Referencing your work

 

The APA method of referencing uses the author’s name and the date of the publication. In-text citations give brief details of the work you are referring to in your text. References are listed at the end of the text in alphabetical order by the author’s name.  The general format of an electronic journal reference in the APA style is shown below:

 

Coutu, D. (2009). Why Teams Don’t Work. Harvard Business Review, 87(5), 98-105. Retrieved 29th April 2012 from EBSCO http://searchebscohost.com

 

Author/s name and initials are listed first, followed by year of publication in brackets.  Then there is the title of article and the journal where the article appears, which is in italics.  Then state the volume and issue number (in brackets) along with the pages where article can be located. Finally add the date the article was retrieved and then the name of the database, followed by the web address. Wherever possible use the homepage URL rather than the full and extended web address.

 

For further information on why it is important to reference accurately go to the Referencing and Plagiarism topic in Skills Plus available from the Library website:

 

www.northumbria.ac.uk/skillsplus

 

You will find other useful help guides on Skills Plus to help you with the skills involved in writing your assessments and preparing for exams.

 

For further information on the APA style of referencing see the Concise Rules of the APA Style and the APA website http://www.apastyle.org/

 

Plagiarism and Cheating

Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS, WHICH IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS SOURCE (a full bibliography and/or a list of references must be submitted as prescribed in the assessment brief).

 

Please note that this is intended to be an individual piece of work.  Action will be taken where a student is suspected of having cheated or engaged in any dishonest practice.  Students are referred to the University regulations on plagiarism and other forms of academic irregularity.  Students must not copy or collude with one another or present any information that they themselves have not generated.

 (Some basic instruction if required here)

 

 

For further information on Plagiarism, see the Referencing and Plagiarism topic on Skills Plus.

www.northumbria.ac.uk/skillsplus

 

 (Some basic instruction if required here)

 

 

 

 

 

 

 

 

 

 

 

 

 

Mapping to Programme Goals and Objectives:

 

This assessment will contribute directly to the following Undergraduate programme goals and objectives. 

 

  1. Knowledgeable about the theory and practice of international business and management

Objectives:

Students will be able to:

 

x 1. Acquire knowledge of functional areas of business and management.

 

 

 

2. Acquire knowledge of specialist areas of business.

 

x 3. Apply their knowledge to business and management contexts.

 

  4. Conduct contemporary research into business and management.

 

 

  1. Skilful in the use of professional and managerial techniques and processes

Objectives:

Students will be able to:

 

x 1. Provide evidence of self reflection as a means of informing personal development planning.

 

x 2. Demonstrate effective interpersonal communication skills and the ability to work in a team.

 

x 3. Demonstrate critical thinking skills.

 

  4. Demonstrate problem solving skills.

 

 

  1. Aware of ethical issues impacting on business and professional practice

Objectives:

Students will be able to:

 

  1. Identify an ethical dilemma in a business situation

 

 

 

2. Suggest ethical solutions to this dilemma

 

  1. Employable as graduates

Objectives:

Students will be able to:

 

x 1. In the context of securing graduate employment demonstrate the skills of self presentation.

 

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