The Assignment
Task 1: Group marketing plan (word count: 3000 words) – 50% credit.
Develop an international marketing plan for an existing company. You will draw on key
concepts from the lectures, assigned readings, and additional academic references to do this
task. A comprehensive outline of key components of a marketing plan is provided in Appendix
1. Appendix 2 includes guidance on the word count.
Task 2: Group presentations – 30% credit
You will work in groups to present your international marketing plan. The group presentation
assessment criteria for this task can be found in Appendix 3.
Task 3: Individual reflective essay (word count: 1500 words) – 20% credit
Write a reflective essay on the task of developing and presenting an international marketing
plan. The essay should include your reflections on the choices made in developing and
presenting the international marketing plan, and should highlight the learning points and
achievements made in the process.
Assignment Guidelines
You are reminded that the assignment is designed to span issues across the entire module. It
will therefore require reflection on the issues that you have encountered throughout the
module including the lecture material and recommended readings, as well as during seminars,
workshops and guest lectures.
Team Formation
1. You will form teams of up to six students. Each team must appoint a team leader.
The Organisation Examined
2. Each team will develop an International Marketing plan for an existing organisation. It is
not a requirement that the organisation should have prior engagement in international
activity. It could be that the organisation wishes to enter a new international market for
the first time, or to expand its operations internationally. The organisation examined
MSc International Marketing
MN7009 Strategies for International Marketing 2019/20
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could be a Small and Medium Enterprise, multinational, development organisation or
social enterprise operating in a developed, emerging or developing country.
3. Each team leader will communicate the following to the module leader via email on
[email protected] by January 31, 2020: the organisation’s details (name and what the
organisation does, etc.) and the International Marketing problem the team will address in
their marketing plan.
Group Presentations
1. You are to use PowerPoint slides for your presentation.
2. Group presentation marking criteria can be found in Appendix 3.
3. Assessed group presentations will take place in Week 35.
4. Presentations must last between 11 and 15 minutes (maximum). All students must
present. If you exceed the time limit you will be asked to stop and this will affect the grade
awarded. It is unlikely that a presentation of less than 11 minutes will have covered the
subject in sufficient depth and therefore your grade will likely be affected. The
presentation will be followed by a 5-minute Q&A session.
5. Practice presentations will take place during the Super Week. It is important that you hone
your presentation skills within the allocated time.
Participation and Peer Review
You must split the workload evenly between team members and clarify the contribution of
each team member to the IM plan and the presentation or performance, e.g. the sections
they wrote and other responsibilities such as proof-reading or technical input. All groups will
complete peer evaluation sheets and your attendance will be monitored during the module.