TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE FACULTY OF

ACCOUNTANCY, FINANCE & BUSINESS ACADEMIC YEAR 2020/2021

BACHELOR OF BUSINESS (HONS) IN MARKETING

BBDT 3033 INTERNATIONAL MARKETING STRATEGY

COURSEWORK SPECIFICATIONS

NATURE OF ASSESSMENT (100%)

No. Contributions to Assessment Marks Allocation
1. Coursework 100 marks (50%)
2. Final Online Assessment 100 marks (50%)
Total Contribution 100%

COURSEWORK ASSESSMENT (50%)

No. Coursework Description Learning Outcomes Covered Marks Allocation
1 Individual Written 1 50 marks (25%)
Assignment
2. Group Written Assignment 2 50 marks (25%)
Total Contribution 100 marks (50%)

INDIVIDUAL WRITTEN ASSIGNMENT (50 marks)

CLO 1: Assess the dynamic changes and challenges of doing business in the selected
international markets.

The assessment will be an individual assessment requiring each student to answer TWO
(2) essay questions based on a given scenario. Topics covered will be from the first six
chapters.

Individual assignment will be released & uploaded in Google Classroom in Week 1.

Dateline of submission is on the Friday of Week 7 before 1700 hours (5pm). Submit in
Microsoft Word format in Google Classroom. Result will be released in Week 14.

The answer writing will be in an essay form. Essay writing should be well researched,
referenced, analytical and well argued. The length of your answer for both questions

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should be of minimum 4 pages to the maximum of 5 pages long in 1.5 spacing, 12-point
size, Times New Roman font excluding quotations, tables, references and appendices.

Essay Writing Instructions to Students:

The standard structure and format of the individual assessment to be submitted is as

follows: -
i. Cover page including:
• Coursework Feedback Form (Appendix 1).
• Individual Assessment Form Criteria (Appendix 2).
• Plagiarism statement (Appendix 5).

ii. References - (TAR UC Harvard referencing system).

iii. Turnitin Report. (15% similarity maximum) (submit only the 1st page, showing
the percentage of similarity).

iv. For late submission, there will be a reduction of absolute marks from the mark’s
score submitted:
• Late 1 to 3 days after deadline of submission: minus 10 marks;
• Late 4 to 7 days after deadline of submission: minus 20 marks;
• Late more than 7 days after deadline of submission: 0 marks

v. Plagiarism
Plagiarism involves copying material from other sources without acknowledging the
original author. The University College treats plagiarism as a serious offence. Strict
disciplinary action will be taken against students, including failure of coursework or the
course.

MINI CASE STUDY

Beyond tariffs: China looks for new ways to hit back in US tech and trade war
Outgunned on tariffs, China will find alternative ways to hit back in its trade and tech
wars with the United States, putting American firms in China at high risk of being caught
in the crossfire, observers said. On Saturday, Beijing’s higher tariffs on roughly US$60
billion of US products took effect, a move made in response to Washington’s decision to
increase duties on US$200 billion of imports from China. In addition, China’s Ministry of
Commerce said on Friday that it was working on an “unreliable entity list” of foreign
entities and individuals deemed to have damaged Chinese firms, a “doing by learning”

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move in response to the US’ decision to blacklist 70 Chinese companies, including
telecom giant Huawei.
Source: Adapted and modified from The Star Online, beyond tariffs: China looks for new
ways to hit back in US tech and trade war, viewed 2 June 2019, http://
www.scmp.com/news/china/diplomacy/article/3012740/beyond-tariffs-china-looks-
newways-hit-back-us-tech-and-trade#vY7li40YCdBjjht3.99

Question 1
Assess the possible ways that China could take to hit back in US tech & trade war.
(20 marks)

Question 2
In line with this trade war, examine the possible strategies available for the SMEs in both
countries to expand out of their home country and to look for new business opportunities.
(30 marks)

GROUP WRITTEN ASSIGNMENT (50%)

CLO 2: Evaluate international market entry options in the competitive international

market-place.

Group written assignment will be released & uploaded in Google Classroom in Week 1.
Dateline of submission is on the Friday of Week 10 before 1700 hours (5pm). Submit in
Microsoft Word format in Google Classroom. Result will be released in Week 14.

Requirements

This coursework requires the students (a group of 4-5 students) to assume the role of
marketing consultant for a local business customer (company) from various industry and
based on your analysis and other ways of getting information, prepare a business report
about international market expansion plan for the chosen business customer. Students
are required to investigate the background of the business customer and suggest an
international expansion plan using international marketing strategy process.

The focus of this coursework is exclusively on consumer products, as they offer more
opportunities to focus on cultural adaptation than most industrial goods. When selecting
your business customer, consider two factors. First, the product offered by the business
customer should have obvious cultural impact when it is exported to oversee market.
Second, the product offered should be the one that you know something about. You must
choose a real brand from an existing local company.

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Students are expected to choose only ONE (1) company as its business customer. No
TWO (2) groups are allowed to analyse the same company in the same tutorial class.

You will have to complete a written report that addresses the sections listed below in an
effort to propose an international market expansion plan for the chosen business
customer.

The assignment consists of five (5) aspects:

• Part 1: Understand the environmental influences on firm’s international markets.

• Conduct pestle analysis,
• Part 2: Segment international markets, identify & analyse opportunities.
• Models in chapter 3,4
• Part 3: Decide market entry strategies.
• Part 4: Build added value through product portfolio, communication, distribution
and pricing.
• Part 5: Conclusion.

Instructions to students

• Form into groups of 4-5 students in each group.

• Write a report of between 4000 words (excluding Table of Contents,
References and Appendices).
• The report must be typed in size 12 point using Times New Roman.
• Number all the pages (excluding Table of Contents and Appendices).
• There should be 1.5 spacing between lines and between each paragraph.
• Use the TAR UC Harvard Referencing System.
• You are required to sign a Plagiarism Statement declaring that the report is
your own work and that you have not in any way knowingly allow another
student to copy it.
• The coursework marks will be released in Week 14.
• For late submission, there will be a reduction of absolute marks from the
mark’s score submitted:
i. Late 1 to 3 days after deadline of submission: minus 10 marks; ii.
Late 4 to 7 days after deadline of submission: minus 20 marks;
iii. Late more than 7 days after deadline of submission: 0 marks

Report Layout

• Cover page (subject & subject code, project title, student’s name and ID)
• Coursework Feedback Form for Group Assignment (Appendix 1)

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 • Assessment Criteria for Group Assignment 50% (Appendix 3)
• Grading Descriptor (Appendix 4)
• Plagiarism Statement (Appendix 5)
• Table of Contents
• References (Use the TAR UC Harvard Referencing System)
• Appendices – (Relevant appendices)
• Turnitin report (Front page, showing the percentage)

APPENDIX 1
FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

COURSEWORK FEEDBACK FORM FOR WRITTEN REPORT

COURSE CODE/ COURSE TITLE:

NAME OF STUDENT(s): ID No:
1)
2)
3)
4)
5)
PROGRAMME:
YEAR OF STUDY: ACADEMIC YEAR:
SEMESTER:
GROUP NO:
COURSEWORK NO: 1/2 NATURE OF COURSEWORK: MARKS ALLOCATED:
(Individual
assignment/Group /50
assignment)

COMMENTS:

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 Student’s Date: Lecturer’s /Tutor’s Date:
Acknowledgement: Name and Signature:

Note: This form must be submitted together with the assessment grid/grading criteria used for the
coursework.

APPENDIX 2

INDIVIDUAL WRITTEN ASSINGMENT MARKING CRITERIA (50 marks)

Assessment Criteria Excellent Good Average Poor Very poor

1. Question 1 (20 marks) (17-20) (13-16) (9-12) (5-8) (0-4)

Correct Correct Correct No/wrong No/wrong
identification and identification ad identification identification identification
excellent good with limited and explanation and explanation
explanation of the explanation of explanation of of the tariff of the tariff
tariff measures. the tariff the tariff measures. measures.
measures. measures.
Extensive
discussion and Good Raised minor Weak discussion No/minor
application of the discussion and doubts while and application discussion and
tariff measures to application of discussing the of the tariff application of
the case. the tariff application of measures to the the tariff
measures to the the tariff case. measures to the
case. measures to the case.
case.

Discussion is Explanation is
clear, convincing Explanation is Explanation is
rated acceptable, Explanation is
and reflect strong rated above rated below
average, minor minor doubts rated average,
cognitive skills. average, raised a
doubts and and missing raised some
doubts and lot of doubts and
missing some some details.
details. missing some missing essential
details. details.
2. Question 2 (30 marks) (25-30) (19-24) (13-18) (7-12) (0-6)
Correct Correct Correct No/wrong No/wrong

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 identification and identification identification identification and identification and
excellent and good with limited explanation of explanation of
explanation of the explanation of explanation of the SMEs the SMEs
SMEs strategies. the SMEs the SMEs strategies. strategies.
strategies. strategies.
Extensive No/minor
discussion and Good Raised minor Weak discussion discussion and
application of the discussion and doubts while and application application of
SMEs strategies application of discussing the of the SMEs the SMEs
to the company. the SMEs application of strategies to the strategies to the
strategies to the the SMEs company. company.
company. strategies.
Discussion is
clear, convincing Explanation is Explanation is Explanation is
Explanation is
and reflect strong rated above rated acceptable, rated below
rated average,
cognitive skills. average, raised minor doubts average, raised a
raised some
minor doubts and missing lot of doubts and
doubts and
and missing some details. missing essential
missing some
some details. details. details.
TOTAL MARKS (50
marks)

APPENDIX 3

ASSESSMENT CRITERIA FOR GROUP WRITTEN ASSIGNMENT (50 marks)

Assessment Criteria Excellent Good Average Poor Very

poor
1) Understand the environmental 5.0 4.0 3.0 2.0 1.0
influences on firm’s
international markets.
(5 marks)

2) Segment international 5.0 4.0 3.0 2.0 1.0

markets, identify & analyse
opportunities.
(5 marks)

3) Decide market entry strategies. 10.0 8.0 6.0 4.0 2.0

(10 marks)

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4) Build added value through 15.0 12.0 9.0 6.0 3.0
product portfolio,
communication, distribution
and pricing.
(15 marks)

5) Conclusion, bibliography, 5.0 4.0 3.0 2.0 1.0

referencing, citations, and
appendices. (5 marks)

Knowledge and understanding 10.0 8.0 6.0 4.0 2.0

through reflective learning
(10 marks)

Comments:

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

APPENDIX 4
GRADING DESCRIPTOR

Guidance as to the standard of work for reflective learning required to achieve the various
grades has been provided below.

Grade Reflective Learning

Excellent 9-10% Ideas critically analysed.
Argument is clear, succinct and well supported.
Evidence of a wide range of reading and some independence thought.

Very good 7-8% Critical consideration of relevant ideas.

Arguments are precisely defined and appropriately referenced.

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 Good 5-6% Reasonable understanding of the relevant concepts, but some
inconsistencies in application.
Arguments are referenced, but disjointed.
Poor structure, spelling or grammar.

Marginal fail 3- Generally descriptive work with limited evidence of a critical consideration
4% of ideas.
Inadequate referencing.
Weakness in structure, spelling and grammar.

Fail 1-2% Uncritical.

Poorly referenced.
Argument indicates little use of relevant literature.
Chaotic structure and generally badly written.

APPENDIX 5

FALCUTY OF ACCOUNTANCY, FINANCE & BUSINESS

PLAGIARISM STATEMENT

Semester: ___________

Course Code & Title: BBDT3033 INTERNATIONAL MARKETING STRATEGY

Declaration

I/We confirm that I/we have read and shall comply with all the terms and conditions of
TAR University College’s plagiarism policy.

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I/We declare that this assignment is free from all forms of plagiarism and for all intents
and purposes is my/our own properly derived work.

I/We further confirm that the same work, where appropriate, has been verified by
antiplagiarism software ______TURNITIN_____ (please insert).

No. Students’ names Students’ ID Nos. Contact Nos. Signatures

1.
2.
3.
4.
5.

Date: ___________________

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