[SOLVED] International Marketing
| Module title | IML6103: International Marketing iPhone 4最终 (1) |
| Module Tutor(s) | Michelle Willis |
| Assessment | Coursework 002: 20-minute Individual Voice-over Presentation |
| Weighting | 50% |
| Word Count | N/A |
| Aims The coursework aims to provide a real-life context for students to consolidate their understanding of the international marketing when selecting and entering international markets. It recognises the complexity of implementing and organising marketing in challenging conditions and contexts. The coursework will help students develop the following skills: o Conceptual skills and critical investigation. o Problem-solving and presentation skills. |
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| Assessment task You need to work on creating an integrated marketing campaign promoting a product or service from the UK based Small-Medium enterprise (SME) in the country/market you chose for your report assignment. This should be submitted as a 20-minute Individual Voice-over Presentation. |
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| Referencing and research For the above task, you are expected to have between 6-10 academic references. Research using different types of sources: • Books • Journals • Magazines • Newspapers • Internet sources |
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| In planning your promotional campaign, you need to consider the following: • Target audience • Specific campaign objectives • Media strategy, target audience and channels, where you plan to post the campaign and why? As part of your portfolio, you need to complete the following tasks detailed below; each task requires a 300-word summary. You will receive formative feedback at the end of each week for the tasks below. |
| Task 1: Week 3 (10 marks) Briefly explain the company that you have chosen and justify this choice? Do they have a global reach, if so, where? If no, describe briefly the marketing opportunities the company could take advantage of. Task 2: Week 4 (15 marks) The foreign country’s profile, your own experience (if any), search culture shocks, Hofstede culture index, and marketing in that country. Check on youtube.com or find videos of that country. Google search interesting facts, business culture in that country. Task 3: Week 5 (15 marks) Briefly discuss the company’s 4Ps, brand, market segment/positioning, SWOT, customer relationship management, critical success factors, selling techniques, product samples/ad videos. Also, briefly highlight the work the company has done regarding its social responsibility and outline why it is important. Task 4: Week 6 (15 marks) Compare the country that you have chosen for your report against another country of your choice and justify your decision to invest (economy, population, industry, imports, exports, brands, education, government, food, music, clothing, etc.). Task 5: Week 7 (15 marks) Select a multinational company (MNC) that belongs in the same industry as chosen your SME, that is present in your chosen country. How did this MNC make its entry into the foreign country? Was it a foreign direct investment, partnership, merger? Why did they make this choice? Use secondary evidence to support this. Task 6: Week 9 (Mock presentation + Feedback). Guide for Power Point Voice-over Presentation: • Your slides should have easy to see font (24-point minimum), be easy to follow and clear. (10 marks) • You are encouraged to use relevant diagrams and charts for illustrating your points. (5 marks) • You shouldn’t just read of the slides; your voice should be audible and use appropriate tones you are expected to use them as a guide only. (5 marks) • Your presentation should have an introduction, main body and a conclusion summarising main points and references. (10 marks) |
| Marking The marks allocated for each part of your assessment are given in red above. The total mark for this assessment is 100 marks which makes up 50% of the module marks. |
Marking Scheme for International Marketing presentation
| 4 | 6 | 8 | 10 | Total |
| Subject knowledge 20% |
Presenter does not have a grasp of theory and cannot answer questions about subject. |
Presenter is uncomfortable with theory and can answer only rudimentary questions. |
Presenter is at ease with expected answers to all questions, some evidence of theoretical understanding but fail to elaborate. |
Students demonstrate full knowledge by answering all questions with explanations and elaboration. |
| Understanding and task fulfilment 20% |
Work is not clear; Information included that does not support the task in anyway. |
There is information but not everything is clearly connected to the task. |
Sufficient information that relates to task; many good points made but there is an uneven balance and little variation. |
An abundance of material clearly related to given task; points are clearly made and all evidence supports the line of argument; varied use of materials. |
| Coherence and organization 15% |
Presentation is irregular and disjointed; does not flow; development of arguments is vague; no apparent logical order of presentation. |
Concept and ideas are loosely connected; lacks clear transitions; flow and organization are irregular. |
Most information presented in logical sequence; generally, very well organized but better transitions from idea to idea and medium to medium needed. |
The argument is clearly stated and developed; specific examples are appropriate and clearly develop the argument; conclusion is clear; shows control; flows together well; good transitions; succinct but not irregular; well organized. |
| Creativity with material 20% |
Little or no multimedia used or ineffective use of multimedia; imbalance in use of materials— too much of one, not enough of another |
Irregular use of multimedia materials; lacks smooth transition from one medium to another; presented with little originality. |
Some originality apparent but use of multimedia not as varied and not as well connected to argument put forward. |
Balanced use of multimedia materials; properly used to develop thesis; use of media is varied and appropriate; captures audience’s attention. |
| Speaking skills Professional appearance and poise 15% |
Inaudible or too loud; no eye contact; rate too slow/fast; speaker seemed uninterested and used monotone. Tend to exhibit a general lack of poise and/or confidence. |
Some mumbling; little eye contact; uneven rate; little or no expression. Look and act professionally, with little poise and confidence |
Clear articulation but not as polished. Most members could speak clearly and articulately but need further refinement. Look and act professionally, with poise and confidence |
Poised, clear articulation; proper volume; steady rate; good posture and eye contact; enthusiasm; confidence. look and act professionally, with poise and confidence. |
| Audience response 5% |
Incoherent; audience lost interest and could not determine the point of the presentation |
Some related facts but went off topic and lost the audience; mostly presented facts with little or no imagination. |
Presented facts with some interesting “twists”; held the audience’s attention most of the time. |
Involved the audience in the presentation; points made in creative way; held the audience’s attention throughout |
| Length of presentation 5% |
Within five minutes of allotted time +/- |
Within four minutes of allotted time +/- |
Within three minutes of allotted time +/- |
Within two minutes of allotted time +/- |
| Total 100% |
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