London School MSc in Marketing/MBA

of Business &
Finance (LSBF)
Module Global Marketing

Assignment Global Marketing Plan

Title
Assignment Type Report
Word Limit 3000 +/- 10%
Weighting 50%
Student Intake Intake 5
Issue Date 24 Feb. 11
Submission Date 1 April 2011
Feedback Date
Issued by Jose Scheuer
(Assessor)
Internal Verifier Kulbir Basra
Plagiarism When submitting work for assessment, students should be aware of the LSBF
guidance and regulations in concerning plagiarism. All submissions should be your
own, original work.

You must submit an electronic copy of your work. Your submission will be
electronically checked on content and presentation.

Harvard The Harvard Referencing System must be used. The Wikipedia website must not
Referencing be referenced in your work.

Learning On successful completion of this assignment you will be able to:

Outcomes Use appropriate marketing terminology, concepts, theories and models as
taught in this and other related modules relating to global marketing
 Clearly discuss and critical assess of the main international business and
marketing issues and problems facing the client
 Clearly identify and analyse a wide variety of global marketing research
techniques and marketing information sources to help underpin the
recommendations being made
 Wherever relevant and in context - debate and appreciate interpretations
and
applications of academic theory & practice
 Show clear evidence of effective team working in which all individuals
contribute to the final report, recommendations and presentation

Your Task IN GROUPS OF 4!!!

Write a report:

Using your imagination, describe your company and its operations, relative size and
so forth. Give reasons for your decision to go international.
10 marks

 Decide on an appropriate country in which to operate, and give your rationale

for this choice. (Analyse the environment, competitors, customers and market)
20 marks

Set your SMART marketing objectives for this new company.

10 marks
 Discussion and justification of the most appropriate global marketing strategies
and tactics for this organization (which entry strategy do you choose)
15 marks

Describe your marketing mix in detail for this new company.

20 marks

Describe the control and evaluation methods you are going to use for your
marketing plan.
15 marks

Overall quality of the report

10 marks

Guidelines All written submissions must be properly Harvard referenced. Word count can only
be exceeded by 10% excluding references and appendices. High quality and
professional presentation is essential.

Your submissions will be expected to demonstrate the following qualities:

1. Answering the central focus of the assignment topics – you must read the
coursework assignment thoroughly and carefully.
2. A critical appreciation of relevant literature and its use to support
argument, substantiate model(s) and other aspects of the assignment.
3. Taking ownership of the content. A submission made up of
extracts from published sources which is descriptive and just theoretical, is
not acceptable. Your submission must have interpretation and
consideration of the challenges and issues of taking theory into practice
(using cases and/or personal experience).
4. Logical flow of ideas and treatment; imaginative approaches; appropriate
selection of real world factors related to the model(s) or specific
assignment topic.
5. Evidence of additional personal research, and the ability to analyse
material from a variety of appropriate relevant perspectives. A clear listing
of references and/or bibliography – using Harvard referencing protocols.
6. Presentation, structure, appropriateness of methodology, breaking into
section headings/subheadings, tidiness.
7. A strong conclusion.

Please ensure that you reference material which you take from text books,
published documents, internet etc… in the main body of your report, at the place
you use it, as well as listing the publications in an appendix. Also, try to evaluate
and critique this material and the experience you get from applying and using it.
Such personal critique gains high reward in postgraduate level work!

NB: Marks will be awarded for proper referencing and originality of work. Also note
that plagiarism is a serious offence and your submission will be electronically
checked.

Formatting

Your assignment should be submitted in the format of a report on A4 paper and be

bounds. Use 12pt font size Arial with 2.5cm margins all around and single-spacing.

References, table of contents, and tables/figures/graphs may be single-spaced with

a font size 10.

Deviations from the set formatting guidelines will severely affect your grade,
regardless of report content. This is to ensure optimal length consistency and
fairness for all submitted student reports.
London School of MSc in Marketing
Business &
Finance (LSBF)
Module Integrated Marketing Communications
Assignment Title Integrated Marketing Communications
Grade Description of Achievement
70%+ The Harvard Referencing System has been both used and applied correctly.
Very high standard of critical analysis using appropriate marketing communications
conceptual frameworks. Excellent understanding and exposition of relevant issues
Clearly structured and logically developed arguments
Good awareness of nuances and complexities
Substantial evidence of well-executed independent research
Excellent evaluation and synthesis of source material
Excellent use of relevant data and examples, all properly referenced
60%-69% The Harvard Referencing System has been used and applied, but with minor errors.
High standard of critical analysis using appropriate conceptual marketing
communications frameworks. Clear awareness and exposition of relevant issues
Clearly structured and logically developed argument
Awareness of nuances and complexities
Evidence of independent research. Good evaluation and synthesis of source
material
Good use of relevant data and examples, all properly referenced
50%-59% The Harvard Referencing System has been used and applied but some mistakes
have been made.
Uses appropriate conceptual marcoms frameworks
Attempts analysis but includes some errors and/or omissions
Shows awareness of issues but no more than to be expected from attendance at
classes. Arguments reasonably clear but underdeveloped
Insufficient evidence of independent research
Insufficient evaluation of source material
Some good use of relevant data and examples, but incompletely referenced
40%-49% The Harvard Referencing System has been used and applied but major mistakes
have been made.
Adequate understanding of appropriate conceptual marketing communications
frameworks
Answer too descriptive and/or any attempt at analysis is superficial, containing
errors and/or omissions
Shows limited awareness of issues but also some confusion
Arguments not particularly clear
Limited evidence of independent research and reliance on a superficial repeat of
class notes
Relatively superficial use of relevant data, sources and examples and poorly
referenced.
30%-39% The Harvard Referencing System has been used and applied sporadically but major
mistakes have been made.
Weak understanding of appropriate conceptual marketing communications
frameworks
Weak analysis and several errors and omissions
Establishes a few relevant points but superficial and confused exposition of issues.
No evidence of independent research and poor understanding of class notes. Poor
or no use of relevant data, sources and examples, and no references
Below 0-29% The Harvard Referencing System has not been used.
Very weak or no understanding of appropriate conceptual marketing
communications frameworks
Very weak or no grasp of analysis and many errors and omissions
Very little or no understanding of the issues raised by the question
No appropriate references to data, sources, examples or even class notes