Submission Deadline
Marks and Feedback
Before 10am on:
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20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)
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Unit title & code
MAR014-3 Marketing in a Global Context
Assignment number and title
1
Assessment type
Literature Review
Weighting of assessment
40%
Size or length of assessment
1200 (+/- 10%)
Unit learning outcomes
1. Demonstrate the following knowledge and understanding
- Critically understand key global marketing concepts, theories, frameworks and strategies.
2. Demonstrate the following skills and abilities
- Develop effective communication and critical thinking skills while examining global market performances of chosen industries and/or products.
What am I required to do in this assignment?
Literature Review (1200 words)
The objective of this assessment is to carry out a review of current research in a chosen area within global marketing. Literature reviews will provide useful background for the individual project (Assessment 2). This assignment focuses on the theory and research side of the unit theme using articles in academic journals as the base (you can find several journals on the reading list of the unit’s BREO shell). The main purpose of this report is to familiarize one's self with current knowledge in a selected area.
Students will be presented with a list of topics that reflect a research, conceptual, or theoretical perspective in an international marketing context. A few suggested topics are listed below:
- Internationalisation Theories
- Global Market Research
- Global brands this is the topics I selected
- Place Branding
- Born Globals
- International Market Selection
- Entry Strategies in Developing Countries
- Cross-cultural advertising
- Marketing in Less developed Countries
- The Political and Economic environment
- Customisation versus Adaptation
Students can select their own international marketing topics. Nonetheless, they are expected to confirm their topic choice with the unit coordinator no later than week 4 (exact date for topic selection is to be announced on the BREO shell). Topics that are not approved by the unit coordinator will run the risk of not being fit for this assessment.
As per the threshold requirements, the review should include at least 6 peer-reviewed articles. The articles must represent current thinking, published within the last 10 years. To secure good entries you must identify a fair number of articles, since some might not meet the quality criterion.
The purpose of this review is to offer a brief critical overview of the research in the chosen field, based on the articles you reviewed. You may address questions such as, but not limited to: Why is this topic attracting research interest? What main issues seem to be of interest within it? What schools of thought seem to prevail? What is the topic’s importance to academics or practitioners? What methodological approaches do researchers favour? What are the main research findings? Are there any existing research gaps or opportunities for future research? If one wants to research this topic more, which sources should one consult?
You need to organise your writing in a systematic and structured way. In addition to content, all written work will be graded for grammar, spelling, writing style, and organization and presentation of the material.
What do I need to do to pass? (Threshold Expectations from UIF)
In order to pass Assessment 1 you will need to:
• Demonstrate an understanding of a chosen global marketing topic;
• Evaluate and Synthesize information from at least eight relevant articles in academic peer reviewed journals;
• Provide a brief critical overview of the research in the chosen global marketing area, based on the articles reviewed;
• Follow appropriate academic referencing style in text and the bibliography.
How do I produce high quality work that merits a good grade?
We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.
How does assignment relate to what we are doing in scheduled sessions?
The objective of this assessment is to carry out a review of current research in a chosen area within global marketing. Literature reviews will provide useful background for the individual project (Assessment 2) .
This assignment focuses on the theory and research side of the unit theme using articles in academic journals as the base.
The main purpose of this report is to familiarize one's self with current knowledge in a selected area.
Students will be presented with a list of topics that reflect a research, conceptual, or theoretical perspective on an international marketing issue.
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.
3rd Class – 40-49%
Lower 2nd – 50-59%
Upper 2nd – 60-69%
1st Class – 70%+
DEMONSTRATING A CLEAR UNDERSTANDING OF THE SUBJECT (25%) SATISFACTORY... CONTENT / LEVEL OF KNOWLEDGE OF THE TOPIC. ADDRESSES PART OF THE TASK. SOME ERRORS / OMISSIONS IN CONTENT/ THEORY.
INCONSISTENT APPLICATION OF SOME CORRECT THEORY/PRINCIPLES/CONCEPTS
GOOD... CRITIQUE & REFLECTION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS APPROPRIATE TO THE CONTEXT AND ATTEMPTS TO BE CONSISTENT.
VERY GOOD... CRITIQUE & REFLECTION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS ABOVE AVERAGE.
EXCELLENT... CRITIQUE & REFLECTION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS IMPRESSIVE.
APPLICATION AND INTEGRATION OF LITERATURE
(30%)
SATISFACTORY... CRITIQUE & REFLECTION .
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS APPROPRIATE, BUT NOT CONSISTENTLY APPLIED.
GOOD... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION BUT MORE IDEAS/POINTS COULD BE ADDRESSED /DEVELOPED FURTHER.
VERY GOOD... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION & A FEW IDEAS/POINTS COULD BENEFIT FROM FURTHER DEVELOPMENT &/OR EVALUATION/COMPARISON.
EXCELLENT... LEVEL OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION CLEARLY DEVELOPING POINTS IN THE APPROPRIATE WAY WITH THOROUGH CONSIDERATION OF ALL POSSIBILITIES.
THE BEST WORK WILL BE HIGHLY DEVELOPED AND FOCUSED AND ATTEMPTS A HOLISTIC TREATMENT OF THE TASK/PROBLEM.
DISCUSSION /ANALYSIS /CRITICAL EVALUATION &/OR REFLECTION
(30%) SATISFACTORY... BASIC EVIDENCE OF DISCUSSION/ANALYSIS/ CRITICAL EVALUATION &/OR REFLECTION BUT SOME POINTS SUPERFICIALLY MADE SO NEED FURTHER DEVELOPMENT. LIMITED CRITICAL EVALUATION (MAINLY DESCRIPTIVE)
GOOD… CRITIQUE & REFLECTION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS APPROPRIATE TO THE CONTEXT AND ATTEMPTS TO BE CONSISTENT.
VERY GOOD... CRITIQUE & REFLECTION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS ABOVE AVERAGE.
EXCELLENT... CRITIQUE & REFLECTION.
BREADTH, DEPTH & INTEGRATION OF LITERATURE/EXAMPLES INTO WORK IS IMPRESSIVE.
PRESENTATION STYLE AND STRUCTURE
(15%)
SATISFACTORY... BASIC STRUCTURE.
NOT ALWAYS WRITTEN CLEARLY & HAS GRAMMATICAL & / OR SPELLING ERRORS.
GOOD... CLEAR STRUCTURE. WRITING IS MAINLY CLEAR BUT SOME SPELLING &/ OR GRAMMATICAL ERRORS.
VERY GOOD... STRUCTURE, PARAGRAPHING, FLUENT ACADEMIC WRITING STYLE.
VERY FEW GRAMMATICAL ERRORS & SPELLING MISTAKES.
EXCELLENT ... STRUCTURE. ARTICULATE & FLUENT ACADEMIC WRITING STYLE. ONLY A MINOR ERROR.