LO1 Evaluate the effects of changes in the business environment on an enterprise.
2025-07-11 14:32:11
Coursework Assignment Brief
Assessment – Postgraduate
Academic Year 2024-25
Module Title: International Business and Marketing
Module Code: ENG7144
Assessment Type
Coursework
Level
7
Weighting
75%
Word Count/Workload
3000 Words
Submission Date
Individual Report Submission: Monday 5th May 2025
Submission Time
23:55 hours
Time Limit
N/A
Assessment Information
Assessment Summary
(with type)
This module comprises of 2 parts:
Part 1: Team presentation 25%
Part 2: Individual report 75%
Part 2 – you are to develop an International Marketing-led Business Development Plan, which you would have worked on already with your team. You will now, individually, expand on a current project/product from the UK (or another market) into a chosen international market for growth and sustainable competitive advantage. The plan will not exceed 3000 words (excluding appendices).
Assessment Title
Individual Report for a Marketing Plan
Things to include:
CWRK
Completion of this assessment will address the following learning outcomes:
1
Learning Objectives 1: Evaluate the effects of changes in the business environment on an enterprise.
2
Learning Objectives 2: Appraise the suitability of resources and capabilities of a business enterprise to achieve business objectives.
3
Learning Objectives 3: Formulate a marketing-led business development plan.
Submission Information
Present any written aspects of the assessment using font size 11 and using 1.5 spacing to allow for comments and annotations to be added by the markers.
Complete the appropriate cover sheet for this assessment and append your work.
You must write your full name and student number in cover sheet.
Submit this coursework assessment task via Moodle.
Late Submission
Assessments must be submitted in the format specified in the assessment task, by the deadline and to the submission point published on Moodle. Failure to submit by the published deadline will result in penalties which are set out in Section 6 of the Academic Regulations, available at: https://icity.bcu.ac.uk/Quality-Enhancement-and-Inclusion/Quality-Assurance-and-Enhancement/Academic-Regulations
Word Count
The maximum word count for this module assessment 3000 words, beyond which nothing further will be marked. Marks cannot be awarded for any learning outcomes addressed outside the word count.
The word count refers to everything in the main body of the text (including headings, tables, citations, quotes, lists etc.). Everything before (i.e. abstract, acknowledgements, contents, executive summaries etc.) and after (i.e. references, bibliographies, appendices etc) is not included in the word count limit.
Referencing Style
BCU Harvard
More information on referencing is available here: https://www.bcu.ac.uk/library/services-and-support/referencing
Use of Artificial Intelligence
Whilst AI tools can be helpful in assisting learning, when it comes to assessment, the Academic Misconduct Procedure is clear that this should be a student’s own original work and not the work of other people or AI tools.
The Use of AI Tools – Student Guidelines document follows the same guidelines your lecturers use. If you are unsure of whether AI is appropriate within your work, please read the guidelines or ask your lecturer. For advice and guidance around academic writing, please visit the Centre for Academic Success.
Academic Integrity Guidance
Academic integrity is the attitude of approaching your academic work honestly, by completing and submitting your own original work, attributing and acknowledging your sources when necessary. Understanding good academic practice in written and oral work is a key element of academic integrity. It is a positive aspect of joining an academic community, showing familiarity with and acknowledging sources of evidence. The skills you require at higher education may differ from those learned elsewhere such as school or college.
You will be required to follow specific academic conventions which include acknowledging the work of others through appropriate referencing and citation as explicitly as possible. If you include ideas or quotations that have not been appropriately acknowledged, this may be seen as plagiarism which is a form of academic misconduct. If you require support around referencing, please contact the Centre for Academic Success
It is important to recognise that seeking out learning around academic integrity will help reduce the risk of misconduct in your work. Skills such as paraphrasing, referencing and citation are integral to acting with integrity and you can develop and advance these key academic skills through the Centre for Academic Success (CAS).
To learn more about academic integrity and its importance at university, you can access CAS resources on Moodle. Furthermore, you can book on to workshops and request 1-2-1 support around key academic skills.
Academic Misconduct
Academic misconduct is conduct that has or may have the effect of providing you with an unfair advantage by relying on dishonest means to gain advantage and which therefore compromises your academic integrity.
The Academic Misconduct procedure sets out the process we will follow, and the penalties we may apply, in cases where we believe you may have compromised your academic integrity by committing academic misconduct. The Academic Misconduct Procedure and information about academic support is available at: https://icity.bcu.ac.uk/Student-Affairs/Appeals-and-Resolutions/Academic-Misconduct-Procedure
Task: Report individually the findings of the market-led business development plan.
Style: Report
Rationale: This module provides a particular focus on global strategic positioning, entry strategies and alliances, effective cross-cultural boundaries and management; developing and retaining an effective global management for products and services.
You will reflect on current research, current events and global developments to develop an International Marketing-led Business Development Plan. This plan will expand on a current project/product (goods or service) from the UK (or other market) into a chosen international market for growth and sustainable competitive advantage. You will present findings first as a team and then compile and individual marketing plan.
Description: In teams, you will begin by deciding on a product (goods or service) which you will internationalise from a ‘home’ market to an ‘international’ market.
You will need to focus on current market conditions, drawing on the EXTERNAL environment by using a STEEPLE analysis, assessing customers, competition, Suppliers & Alliances, whilst taking cultural considerations into account. The business’s environmental considerations should include the future global, macro, business considerations as well as the, more micro, aspects of defined markets’ & segments’ quantified size & value, particularly highlighting changes as major sources of commercial advantage.
In addition, you will also consider the INTERNAL environment of the organisation.This will include resources such as Human, Tangible, Intangible alongside capabilities and organisational management structures.
From these EXTERNAL and INTERNAL analyses, you will compile your findings in SWOT analyses, deriving organisational objectives, drawing conclusions and formulation of international marketing strategies. This will aid the development of your individual Marketing-Led Business Development Plan for expansion into new and emerging markets.
For this part of assignment you need to write your marketing plan individually.
Additional information:
Please see the Marketing-led Template provided on Moodle for format and headings to be used for both parts of the assessment.
For advice on writing style, referencing and academic skills, please make use of the Centre for Academic Success: Centre for Academic Success – student support | Birmingham City University (bcu.ac.uk)
Transferable skills:
This module enables students to:
develop and enhance presentation and communication skills
problem solve using academic language and academic underpinning
develop research & critical analysis skills
become a subject matter expert in the chosen field
be able to effectively present and report on findings from an academic standpoint –
argue and debate appropriately
apply skills and knowledge to other modules and the dissertation
Marking Criteria:
Table of Assessment Criteria and Associated Grading Criteria
Learning Outcomes
1
Evaluate the effects of changes in the business environment on an enterprise.
2
Appraise the suitability of resources and capabilities of a business enterprise to achieve business objectives.
3
Formulate a marketing-led business development plan.
Assessment
Criteria
à
Weighting:
0.3
0.3
0.15
Grading
Criteria
0 – 29%
F
No knowledge of the external environment and issues relating to its development. A poor piece of work. No real attempt to answer the questions. Poor arguments and lack of relevance.
No knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. A poor piece of work. No real attempt to answer the questions. Poor arguments and lack of relevance.
No knowledge displayed of marketing plan structure or development. Nothing to evidence progress towards compiling a report.
30 – 39%
E
Little knowledge of the external environment and issues relating to its development This report shows some understanding of key issues but some content is partly or substantially irrelevant. Poorly structured. Displays little knowledge or understanding of subject matter.
Little knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. This report shows some understanding of key issues but some content is partly or substantially irrelevant. Poorly structured. Displays little knowledge or understanding of subject matter.
Little knowledge displayed of marketing plan structure or development. Very little evidence of progress towards compiling a report. Including significant errors or misconceptions in the report.
40 – 49%
D
Inadequate knowledge demonstrated of the external environment and issues relating to its development Material is largely relevant, but muddled, lacking focus and structure. Important elements are missing or there are significant errors of understanding.
Inadequate knowledge demonstrated of marketing strategy or the influences on the internal environment and its formation. Material is largely relevant, but muddled, lacking focus and structure. Important elements are missing or there are significant errors of understanding.
Inadequate knowledge displayed of marketing plan structure or development. Some evidence of progress towards compiling a report. There may well be signs of confusion about understanding and presentation of complex material.
50 – 59%
C
Knowledge demonstrated of the external environment and issues relating to its development. Generally, a sound attempt at appraising issues and demonstrated adequate knowledge of the subject. However, still incomplete and some elements missing. Limited evidence of independent thought or research.
Knowledge demonstrated of structured marketing strategy and the influences on the internal environment and its formation. Generally, a sound attempt at appraising issues and demonstrated adequate knowledge of the subject. However, still incomplete and some elements missing. Limited evidence of independent thought or research.
Knowledge demonstrated of marketing plan structure or development. The report demonstrates some familiarity as there is an awareness and demonstration of fundamental concepts. Presentation and organisation of the report is reasonably clear.
60 – 69%
B
Changes proposed and explained for external environment and appreciated issues relating to its development. Comprehensive and coherent attempt of appraisal. Evidence of significant reading & research beyond the basic texts. Displays good knowledge of the subject matter and an ability to discuss impact intelligently and analytically.
Strategies proposed to meet SMART objectives; and noted influences on the internal environment and its formation. Comprehensive and coherent attempt of appraisal. Evidence of significant reading & research beyond the basic texts. Displays good knowledge of the subject matter and an ability to discuss impact intelligently and analytically.
Structured marketing-led business development plan, written in effective English. The report demonstrates good familiarity as there is an awareness and good demonstration of fundamental concepts and critical awareness. The report is well organised and written to a good standard.
70 – 79%
A
Proposed and explained the effects of changes in the business environment; full consideration of issues relating to its development. Well-focussed analysis and comprehensive. Strong evidence of reading beyond the basic texts and lecture materials, displays mastery of the subject matter and ability to discuss in an intelligent and thoughtful manner. No major errors though some minor errors or improvements noted.
Proposed and explained SMART alternative strategies specific to a number of segments and the influences on the internal environment and its formation. Well-focussed analysis and comprehensive. Strong evidence of reading beyond the basic texts and lecture materials, displays mastery of the subject matter and ability to discuss in an intelligent and thoughtful manner. No major errors though some minor errors or improvements noted.
No major short comings in marketing-led business development plan. The report demonstrates excellent critical awareness of all concepts. The report is well written and displays very good organisational and presentational skills.
80 – 89%
A+
Fully evaluated the effects of changes in the business environment; demonstrating full consideration of issues relating to its development. Well-focussed, carefully structured and thoroughly considered analysis. Cogent and clearly argued. There is originality and/or independent critical analytical ability that shows mastery of the subject matter to an exceptional degree. No major errors noted.
Fully evaluated alternative strategies to achieve the objectives; noting the internal environment and its formation. Well-focussed, carefully structured and thoroughly considered analysis. Cogent and clearly argued. There is originality and/or independent critical analytical ability that shows mastery of the subject matter to an exceptional degree. No major errors noted.
A clear, logical and error free marketing-led business development plan, appropriate referencing and very well structured. The report demonstrates outstanding analysis and critical awareness. There is evidence of original thought and the report is well written displaying excellent organisational and presentational skills.
90 – 100%
A*
Exceptionally evaluated the effects of changes in the business environment; demonstrating full consideration of issues relating to its development. Outstanding and insightful work. Containing evidence of significant independent research, application and well-structured. Aptly focussed and well-written. Free of errors.
Exceptionally evaluated alternative strategies to achieve the objectives; noting the internal environment and its formation. Outstanding and insightful work. Containing evidence of significant independent research, application and well-structured. Aptly focussed and well-written. Free of errors.
Extremely clear, logical and error free marketing-led business development plan, appropriate referencing with an outstanding structure. A truly outstanding report. The report presented is faultless, well-structured, carefully and rigorously evaluated.
(The work should be of publishable quality in a peer-reviewed national conference).*
*in very exceptional circumstances.
Submission Details:
Format: Word/PDF Report. Uploaded to Moodle
Regulations:
The minimum pass mark for a module is 50%
Re-sit marks are capped at 50%
Full academic regulations are available for download using the link provided above in the IMPORTANT STATEMENTS section
Late Penalties
If you submit an assessment late at the first attempt, then you will be subject to one of the following penalties:
if the submission is made between 1 and 24 hours after the published deadline the original mark awarded will be reduced by 5%. For example, a mark of 60% will be reduced by 3% so that the mark that the student will receive is 57%.
if the submission is made between 24 hours and one week (5 working days) after the published deadline the original mark awarded will be reduced by 10%. For example, a mark of 60% will be reduced by 6% so that the mark the student will receive is 54%.
if the submission is made after 5 days following the deadline, your work will be deemed as a fail and returned to you unmarked.
The reduction in the mark will not be applied in the following two cases:
the mark is below the pass mark for the assessment. In this case the mark achieved by the student will stand
where a deduction will reduce the mark from a pass to a fail. In this case the mark awarded will be the threshold (i.e., 50%)
Please note:
If you submit a re-assessment late then it will be deemed as a fail and returned to you unmarked.