Marketing Across Cultures | My Assignment Tutor

Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6 Module Title:Marketing Across CulturesModule Code:7BSP1 271Assignment Format &Maximum Word countIndividual Report, maximum3,300 wordsAssignment Weighting:(50her.gs.?1w0o0r%k)Coursework Submission:Time: 21 :00Date: 1 8th June 2021Method: On-line via StudynetCoursework returnDate returned tostudents:: 4 Workingweeks fromsubmissionModule leaderAdrian GoodsallFirst markerInternal ModeratorApproved ☐xDate: 1 3/1 0/20Module Board nameM&EExternal ExaminerApproved ☐Date:Module Board date Assessment CriteriaLearning Outcomes: Knowledge and Understanding tested in this assignment:1 .Evaluate and apply models of environmental analysis and in particular cultural analysis2.Evaluate and apply appropriate global marketing strategies3.Formulate and evaluate plans for the implementation of global marketing strategies.Learning Outcomes: Skills and Attributes tested in this assignment:4 Gather, interpret and evaluate secondary global marketing data5.Explain and critique different global marketing strategies6.Advise on global marketing plans in terms of development implantation and control across culturesFeedback /Marking criteria for this AssignmentPerformance will be assessed using HBS Grading Criteria and Mark scheme. Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6Guidance for improvement will be given in writing on the Assessment Feedback Form or on the StudyNetFeedback Form within 4 weeks of submission.Assignments submitted up to one week late will receive a maximum numeric grade of:Level 7 (PG) – 50Plagiarism offences will receive standard penalties. Check your work on TurnitinSee Assessment criteria below: Detailed Brief for Individual/Group AssessmentThe title of the assignment.An analysis and evaluation of Lego’s global marketing strategy.Purpose of the assessmentThe aim of the assignment is to demonstrate your understanding of how a global corporationstrategically manages its marketing operations across global markets and cultures.Your Specific Instructions:You are required to produce a report, which identifies and critically analyses some of thesignificant global strategies that Lego has adopted.You are also required to make marketing recommendations for the next 5 years, [i.e. productsand markets]Approach/steps to follow:You should conduct research into the history of Lego. There are many resources available on-line.Below are some links, but these are not exhaustive:Keegan and Green, Global Marketing 7th edition, on-line Case study on Lego Case 1 6-3 page 521 Penalty:Moderator:Total Mark Awarded:Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6https://www.lego.com/en-gb/aboutus/lego-group/the-lego-group-history/From your research, illustrate and explain through reference to academic theory, models andframe works, their global marketing strategy.A guide to the topics that you should consider are the unit topics that are covered by this module.You should consider, as a minimum, their market and product development, market entryapproach and the marketing mix selection. 80% of the report.You must follow a report structure, but include academic references. Below is a list of headingtopics that you could consider:Introduction to the businessCompany capability and product/service portfolioMarket/Environment opportunities and characteristicsMarketing Strategies and TacticsMarket selection – Key market[s] and target customersMode of market EntryMarketing MixLastly, you should make justified recommendations for the next 5 years. 20% of the report.Reference list (at least 1 5 references, with at least 1 0 academic [journal articles and books],please separate academic from secondary)Give full details, following CASE Harvard Referencing guidelines.Appendices must be linked to the body of the work – do not include if not referred to.It is essential that:Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6You show ability to describe and apply theoretical concepts and then use examples asillustrations.You do not make unsubstantiated assertions, references must back up your in-text statementsYou use Harvard Referencing throughout this report, linking theory to this practical businessexample.You do NOT engage in primary research for this task.Tips:Show awareness of other aspects of marketing to convince the marker that you understand thesubject.Read and use a range of recent academic resources, e.g books, journals, websites for Mintelreports, Keynote, etcDo NOT use Wikipedia/ website references aloneParaphrasing others’ views and citing/referencing the relevant source, is generally better thanusing direct quotesCheck grammar, use UK spelling and try to use PEEEL to structure your main paragraphs. Refer toCASEEvidence of independent thought and original applications may improve your markUse Arial Font size 1 2, double spacing between paragraphs.WE use plagiarism software so do not copy and paste from websites or each other. You must runyour work through Turnitin before submission. If the report shows Amber or Red you must attendto the reasons.Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6Submission InstructionsYou should follow a report structure using headings and sub-headings. Include an appendix ifnecessary, but these MUST be referred to in the report, and the references; these will not beincluded in the word count. You must reference any sources of information used. All referencesstated at the end MUST be used in the report. Please separate Academic references fromSecondary sources references.Cover sheet to include:Module title; Code; Report Title; No Name as it must be submitted anonymously, your SRN[student member Number], Word Count.Please use a font size 1 2 throughout the work.Word count – max 3,300 words.You must submit a copy anonymously on StudyNet on the due date. The file name should followthe following structure:SRN Number.docx [Example 704885.docx]Student Support and Guidance For further help, contact your module leader in their drop-in hours or by email. Use the Grading Criteria and Mark Scheme to help improve your work. Go to CASE workshops, use the CASE website and drop-in hours www.studynet.herts.ac.uk/go/CASE/ Academic English for Business [AEB] support will be made available, specific details will published by theAEB Tutor. Make full use of Library search to identify relevant academic material and the ‘Subject Toolkit for Business’which contains links to other Information Databases and the Information Management contact details.(http://www.studynet1 .herts.ac.uk/ptl/common/LIS.nsf/lis/4DAF5390094771 C2802575ED00421 2BF)Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6 Some tutors allow students to test their work using Turnitin. Guidance on submission to Turnitin viaStudyNet can be found by using the following link.http://www.studynet1 .herts.ac.uk/ptl/common/asu.nsf/resource+library/TURNITIN+FOR+STUDENTS+2016+USER+GUIDE.pdf/$FILE/TURNITIN+FOR+STUDENTS+201 6+USER+GUIDE.pdfPG Grading Criteria for HBS Individual Report Module Code: 7Bsp1 271 Lecturer: Adrian Goodsall Student ID number: REPORTPresentation & structureIntellectual Curiosity (Quality of academic sources)Use & presentation of Harvard ReferencingContent/ Terms/ Findings/Definitions/ CalculationsBusiness Application &Integration ofData/LiteratureDiscussion /Analysis /Criticalevaluation &/or ReflectionTask detailsFollows report structure & keeps toword limit of 2200 max.As advised. – An outline marketingplan Contents, Logic, Appendices,Grammar, Spelling, Professionalpresentation. Your expression willhave an impact upon your criticalevaluation [see last column]1 0Follows Harvard style for in-text citation & Reference ListUse a range of sources and aminimum of 1 0 academic sources. Separate Academic fromSecondary. In-text correctly referenced at end.1 0Content included – As specifiedin the assignment brief. Relevantresearch evident. Answers thequestion set. Evidence ofresearch.20Integration & application ofinformation such as theorymodels and frameworksfrom coursework guidanceand module content.Lectures and seminars30Line of argument, development ofdiscussion evidence of criticalthinking demonstrated throughdiscussion of the finding againsttheory, and the theories andframeworks themselves.Instructional verbs to suit the task& levelLogical convincing and evidencedargument.30Marks90 – 1 00OutstandingOutstanding presentation & reportstructure, with numberedparagraphs, list of contents/figures&appendices.Articulate & fluent academic writingstyle with ideas cross referenced.No grammatical / spelling errors.Outstanding selection of quality sources, well beyond core &recommended resources.Outstanding standard of Harvard referencing within text &consistent use of Harvard referencing system.Accuracy of in-text references & full details shown in Referencelist.Outstanding exploration of topicshowing excellent knowledge &understanding through thorough& appropriate research.Impressive choice and range ofappropriate content.Outstanding businessinsight & application.Outstanding integration ofliterature/data into work.Very impressive breadthand depth.Outstanding level ofdiscussion/analysis/ criticalevaluation &/or reflection.Highly developed/ focused work,with thorough consideration of allpossibilities and aspects of thetopic.80 – 89ExcellentExcellent presentation & reportstructure, with numberedparagraphs, list of contents/figures,appendices & cross referencing.Articulate & fluent academic writingstyle. Only minor errors.Excellent selection of quality sources. Evidence of independentsearching beyond core & recommended resources.Excellent standard of Harvard referencing within text & consistentuse of Harvard referencing system.Accuracy of in-text references & full details shown in Referencelist.Excellent level of knowledge &understanding demonstrated.Evidence of appropriate reading.Covers all relevant points &issues.Excellent business insight& application.Excellent integration ofliterature/data into work.Impressive breadth anddepth.Excellent level ofdiscussion/analysis/ criticalevaluation &/or reflection. Clearlydeveloped points all of which arerelevant to the topic70 – 79Very GoodVery good presentation & reportstructure, paragraphing, use ofnumbering, list of contents/figures,appendices & cross referencing.Fluent academic writing style.Very few grammatical errors &spelling mistakes.Very good selection of mostly quality sources beyond therecommended resources. Few irrelevant/poor quality sourcesused.Very good standard of Harvard referencing within text & consistentuse of Harvard referencing system.Accuracy of in-text references & full details shown in Referencelist.Very good level of knowledge &understanding demonstrated.Covers most relevant points &issues.Few errors / omissions incontent/calculations.Very good business insight& application.Very good integration ofliterature/data into work.Very good use ofliterature/data with breadthand depth.Very good level ofdiscussion/analysis/ criticalevaluation &/or reflection. A fewless relevant ideas/points or wouldbenefit from further development&/or evaluation/comparison. Assessment Brief DRAFT UNTIL APPROVED BY THE EXTERNAL EXAMINER. IT MAY BE MODIFIEDKaren Robins – Updated November 201 6 60 – 69GoodGood clear presentation & reportstructure, use of numbering &appendices.Writing is mainly good with someflow and spelling &/ or grammaticalerrors seldom impedeunderstanding.Good selection of quality sources but some irrelevant/poor qualitysources used beyond the recommended reading. Good standard ofHarvard referencing within text & consistent use of Harvardreferencing system.Accuracy of in-text references & full details shown in Referencelist.Good grasp of the topic & someof its implications presented.Good knowledge & understandingis demonstrated.Minor errors / omissions incontent/ calculations.Good business insight &application.Good integration ofliterature/data into work.Good use of literature/datawith adequate breadth anddepth.Good level of discussion/analysis/critical evaluation &/or reflectionbut more ideas/points could beaddressed or developed further.50 – 59Clear PassSatisfactory basic report structure.Not always written clearly & hasgrammatical & / or spelling errorswhich impede understanding.See CASE with feedbackSatisfactory: Some quality sources used. Research did not gobeyond the recommended sources.Satisfactory referencing within text & consistent use of Harvardreferencing system.See CASE/ Information Managers (LRC) with feedbackSatisfactory content / level ofknowledge of the topic.Addresses most of the task.Some errors / omissions incontent/ calculations. Maybenefit from further research.Satisfactory businessinsight & application.Limited integration withliterature/ data.Use of literature/data butlimited in breadth or depth.Satisfactory: basic evidence ofdiscussion/analysis/ criticalevaluation &/or reflection but somepoints irrelevant or superficiallymade so need furtherdevelopment.See CASE with feedback40 – 49Marginal FailWeak report format. Limited or poorstructure.Muddled work with many spelling &/ or grammatical errors.Must see CASE with feedbackWeak: Limited evidence of appropriate research. Some use madeof recommended reading, but the majority of sources areirrelevant/of poor quality.Weak use of Harvard referencing system with errors &inconsistently applied.Must see CASE/ Information Managers (LRC) with feedbackWeak: limited content /knowledge/ calculations. Limitedor muddled understanding of thetopic/question.Does not meet all the learningoutcomes.Weak: unsatisfactoryevidence of businessapplication & insightWork needs to show betterlinks between practicalapplication and theory.Weak: limited evidence ofdiscussion/analysis/ criticalevaluation &/or reflection.More development & commentneeded. May need to do more thandescribe.Must see CASE with feedback20 – 39Clear FailInadequate report format and poorparagraphing / signposting.Inappropriate writing stylePoorly written &/or poor spelling &grammar.Must see CASE with feedbackInadequate: Little evidence of appropriate research. Few qualitysources used from recommended reading. Inadequate use ofHarvard referencing with many errors &/or inconsistencies.Must see CASE/ Information Managers (LRC) with feedbackInadequate: Lacking in relevantcontent/ knowledge/calculations.Content irrelevant / inaccurate.Does not meet all the learningoutcomes.Inadequate: Lacks evidenceof business application &insight. Some literaturemissing or irrelevant totopic.Inadequate: Lacking / inadequatelevel of discussion/analysis/critical evaluation & /orreflection. Descriptive.Must see CASE with feedback0 – 1 9Little or Nothing ofmeritNothing of merit: Poorly writtenwork, lacking structure,paragraphing / signposting.Many inaccuracies in spelling &grammar.Must see CASE with feedbackNothing of merit: No evidence of research. No use made ofrecommended reading. Sources are irrelevant & of poor quality. Noor little attempt to use the recommended Harvard referencingsystem.Must see CASE/ Information Managers (LRC) with feedbackNothing of merit: Unsatisfactorylevel of knowledge demonstrated.Content used irrelevant / notappropriate/ to the topic. Doesnot meet the learning outcomes.Nothing of merit: Noevidence of appropriatebusiness application &insight.Nothing of merit: Unsatisfactorylevel of discussion/analysis/criticalevaluation &/or reflectionMust see CASE with feedbackKEYACTIONSTo achieve a highergrade, next time youneed to… (Where togo?) Who can help?)1 .2.3.