Assignment Remit

Programme Title MSc IB

Module Title International Marketing
Module Code 16419
Assignment Title Individual Assignment Click here to enter text.
Level Masters
Weighting 70%
Lecturers Dr Achilleas Boukis & Dr Raphael Akamavi
Hand Out Date
Due Date & Time  Wednesday 12thJanuary 2022 12:00 Noon (UK Time)
Feedback Post Date
Assignment Format Report
Assignment Length 1500 words
Submission Format Online Individual

Assignment:

The Chief Executive Officer of Virgin Mobile is planning to enter the Russian and
Brazilian markets. As a Global Marketing Consultant, Virgin Mobile requires you to
select one potential country for the market entry.

You should select the most favourable country for Virgin Mobile based on a clear
analysis of the marketing environment of both markets. This should be presented in
a report format. The report should also draw on and apply key international
marketing concepts and reliable data to support your analysis and key suggestions.

Critically discuss the political, economic, socio-cultural, legal, environmental

considerations and technological environment; and how this influences the proposed
selection strategy. There are numerous frameworks such as PESTLE, Market
attractiveness, Competitive strength etc., which can help you measure the relative
risks of both countries and how these change over time. This will assist you in
providing suitable recommendations to Virgin Mobile a potential market segment.

Therefore, you should develop a comprehensive profile of markets and prioritise the
chosen country, which you intend to target and justify why.
Make clear, well-justified recommendations, which result from your analysis.

Note:
Discuss the key uncontrollable factors that will influence your selection strategy.

Analyse environmental factors that need to be identified and considered prior market
selection; the above factors need to be discussed within the context of the case.

1. Use credible data sources such as World Bank, Transparency index,

Heritage.org, CIA etc. but DO NOT USE unreliable sources such as
Encyclopedia, Online-Tutor, MyTutor-Help etc. are seen as inappropriate and will
not be accepted as valid sources in support of your work

2. You should provide evidence to support your arguments.

3. Provide practical implications for Virgin Mobile’s international marketing planners.

4. Critically discuss BERI advantages for the risk assessment exercise.

5. Report format with a word limit 1500 words maximum, clear layout, 1.5 line
spacing, font 12-point Times New Roman in the main text, consistent referencing
in the main text and the references section.

6. Tables should be single line spacing with font 10-pointTimes New Roman.

7. Assignments are graded anonymously. Please do not identify yourselves other

than via your student number.

8. Figures, Tables and References are not part of the word limit (i.e. Assignment
length does not include figures, tables and references on the references’ list).

9. You may (if you really must) include an appendices section to provide any
supporting information you find pertinent, such as data/charts/tables etc.
However, appendices must not exceed 1 page at the most.

Within the report you should identify a country you feel would present an opportunity
for Virgin Mobile and those that you feel do not. You should also make clear to Virgin
Mobile the issues you feel they would have to deal with in entering this markets.
10. When developing your case study think about how the situation and practice you
learn about relates to module lecture topics and extra reading. In doing so,
reliable data should be combined with relevant theory to support points made.
Think about how you can use some of the frameworks we have discussed in the
lectures and seminars to structure your material.

11. In compiling your case you should draw on a range of material including but not
limited to: academic articles, news reports, market research reports and potential
countries’ Central Bank annual reports etc. You must make sure that you
reference all material that you use accurately to avoid plagiarism.

12. The assignment should be submitted by 12 noon (UK Time) on 12/01/2022. A

penalty of 5 marks (5%) is applied for every day that the work is late (in 24 hours
slots from 12.01 on due date). One word document copy to be uploaded to
Canvas – This MUST be done by 12 noon(UK Time) on the due date, if either are
after 12, the penalties apply. Students should adhere to the 1500 word count; a
word count should be included on the cover sheet. If the word count is
exceeded, a penalty may be applied.

13. You must acknowledge any factual sources of information and include references
to ideas, assertions or concepts used in your piece of work. Failure to adequately
reference resources is treated as plagiarism under regulations of The University.

Module Learning Outcomes:

In this assessment the following learning outcomes will be covered:

LO 1. Demonstrate comprehensive knowledge and understanding of marketing and

international marketing within the context of international business

LO 2. Critique the theory and application of international marketing management in a

diverse global environment

LO 3. Demonstrate a systematic understanding of the complexity of cross-cultural issues

when making international marketing decisions
LO 4. Critically appraise the advantages and disadvantages of alternative market entry
strategies

LO 5. Analyse international marketing opportunities and present suitable international

marketing strategies.

LO 6. Demonstrate a systematic understanding of the complexity of cross cultural issues

when making international marketing decisions.

Feedback to Students:
Both Summative and Formative feedback is given to encourage students to reflect on their
learning that feed forward into following assessment tasks. The preparation for all
assessment tasks will be supported by formative feedback within the assignment
workshops. Written feedback is provided as appropriate. Please be aware to use the
browser and not the Canvas App as you may not be able to view all comments.

Grading Criteria:

80-100 (High Distinction) - A mark in this range is indicative of outstanding work.

Marks in this range will be awarded for work that exhibits all the attributes of
excellent work but has very substantial elements of originality and flair. Marks in this
range will not be given simply for providing the right answers; in addition, the answer
should provide an original, insightful and coherent analysis and reflection on
international marketing theories.

70-79 (Distinction) - A mark in this range is indicative that the work is of an

excellent standard for the current level of the degree course. The work will exhibit
excellent levels of knowledge and understanding of international strategies and
theories, with additional elements of originality and flair. The work will demonstrate a
range of critical analysis that goes well beyond that provided on reading lists.
Answers or written works will be fluently-written and include independent
argumentation that demonstrates an awareness of the nuances underlying the
expansion to international marketse. Written works will make excellent use of
appropriate, fully referenced, detailed examples.

60-69 (Merit) - A mark in this range is indicative of that the work is of a good to very
good standard for the current level of your degree. Work of this quality shows a good
level of knowledge of international marketing strategies and understanding of the
global environment. It will show evidence of reading a wide diversity of evidence that
support your arguments and of being able to use ideas gleaned from this reading to
support and develop your recommendations. Written work will exhibit good writing
skills with well organized, accurate footnotes and/or a bibliography that follows the
accepted ‘style’ of the subject. Arguments and issues will be illustrated by reference
to well documented, detailed and relevant examples. There should be clear evidence
of critical engagement with the international marketing literature and frameworks.
The analysis should be correct and any conclusions clearly and accurately
expressed.

50-59 (Pass) - A mark in this range is indicative that the work is of a satisfactory to
very satisfactory standard at the current level of your degree. Work of this quality will
show clear knowledge and understanding of international marketing strategies and
frameworks. It will focus on the question posed and show evidence that relevant
basic works of reference have been read and understood. The work will exhibit
sound written work and/or analytical skills in relation to the international market
environment. It will be reasonably well structured and coherently presented. Written
work should exhibit satisfactory use of footnotes and/or a bibliography and in
international markets it should be possible to follow the logical steps leading to the
answer obtained and the conclusions reached. Arguments and issues should be
discussed and illustrated by reference to international marketing frameworks, but
these may not fully documented or detailed.

40-49 (Pass) - A mark in this range is indicative that the work is of an acceptable
standard at the current the level of your degree. Work of this type will show limited
knowledge and understanding of international marketing strategies and frameworks.
It will show evidence of some reading and comprehension of how companies can
expand to global markets, but the written work or answer may be weakly structured,
cover only a limited range of analysis on international marketing framework or have
weakly developed or incomplete arguments. The work may be poorly-presented
without properly laid out footnotes and/or a bibliography, or there might flaws in the
logic and reasoning leading to the results obtained and the conclusions reached.

35-39 (Marginal fail) - A mark in this range is indicative that the work is below, but at
the upper end is approaching, the standard required at the current level of your
degree. It indicates weak work of an inadequate standard. This will be because
either the work is too short, is very poorly organized, or is poorly directed at the
written work title or question asked. It will show very limited knowledge or
understanding of international marketing material and display weak writing and/or
understanding of international marketing frameworks. Written work will exhibit no
clear argument, may have very weak spelling and grammar, very inadequate or
absent references and/or bibliography and may contain major factual errors.
Students should revise the module material.

1-34 (Fail) - A mark at this level is indicative that the work is far below the standard
required at the current level of your degree. It indicates that the work is extremely
weak and seriously inadequate and communicated limited if any knowledge of
international marketing. This will be because either the work is far too short, is badly
jumbled and incoherent in content, or fails to address the written work title or
question asked. It will show very little evidence of knowledge or understanding of
international marketing strategies and may exhibit very weak analytical skills in
discussing international marketing strategies and frameworks.

0 Student absent from examination or no script submitted

Plagiarism:
It is your responsibility to ensure that you understand correct referencing practices. You are
expected to use appropriate references and keep carefully detailed notes of all your
information sources, including any material downloaded from the Internet. It is your
responsibility to ensure that you are not vulnerable to any alleged breaches of the
assessment regulations. More information is available at https://intranet.birmingh
am.ac.uk/as/studentservices/conduct/misconduct/plagiarism/index.aspx.