MKTM026 International Marketing Communications

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Title
International Marketing Communications Plan
Objectives
This assignment has been designed to allow students the opportunity to explore the issues of
international marketing communications from the perspective of a real organisation facing the
difficulties presented by an increasingly competitive environment and changing customer
needs.
Learning outcomes
This assignment covers the learning outcomes for the modules as documented in the module
guide and definitive document
Hand-in procedure
Please follow University policy regarding the handing in of assignments.
Mode of working
This is an individual assignment and University policy will apply in all cases of copying,
plagiarism or any other methods by which students have obtained an unfair advantage.
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Task
You are required to do one of the following:
Choose a brand for a product or service from your own country and undertake the first part of
a Marketing Communications Plan i.e. Context Analysis, to launch the brand here in the UK.
OR
Choose a brand for a product or service from the UK and undertake the first part of a
Marketing Communications Plan to launch it in another country (could be your own country but
does not have to be).
In order to do this you need to undertake a Context Analysis of the market sector, using the
Fill framework which consists of the following sections:
Customer context
Business context
Internal context
External context
From this Context Analysis you need to identify the main issues that the marketing
communications campaign could address.
Please check your chosen brand with your lecturer before proceeding. You are advised not to
choose a retail brand and this can make the assignment more difficult.
Format for the submitted work
The work will be submitted in report format and must be no longer than 2500 words.
Supporting appendices will not be included in the word count but only those appendices
indicated in the assignment brief will be accepted. Please indicate your final word count for
the report at the end of the assignment.
Assessment criteria
In order to gain a good pass for this assignment at this level students are expected to pay
attention to the following:
Structure and clarity of expression
The fundamental features of well-structured work are expected as the norm at this level.
There will be proper attention to the type and style of the assignment and the work should
remain clearly focused, follow a logical sequence and clear sense of direction even though
multiple complex issues are addressed and be produced to a high professional standard.
Content and understanding
Extensive knowledge and detailed understanding is expected, but it is how this knowledge is
used in analysis which is equally, if not more important. Capable students will demonstrate an
authoritative awareness of relevant issues facing the organisation and their significance for
contributing to an informed, critical review of the communications context of the organisation
and its consequences for the proposed plan.
Analysis/Evaluation
Students should demonstrate an ability to identify and critically evaluate the key issues which
are most relevant to the successful development of a new integrated marketing
communications plan for the organisation. The ability to appraise and evaluate the current
market situation and the suitability of prospective strategies to fit those conditioning factors
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and the range of stakeholders involved using appropriate concepts, theories or frameworks is
expected and students should be able to demonstrate the contribution of disciplinary
methodologies to providing a viable solution to the problems posed by the case.
Reading/Research and Referencing
Reading should extend beyond essential texts and / or general texts and encompass specialist
texts as well as the extensive use of journal articles, periodicals including professional/industry
publications in order to demonstrate a detailed and systematic knowledge base, depth of
understanding and practical professional insights. The proper, accurate presentation of
quotations and references and research data is expected and inaccuracies will be penalised, as
will the over-reliance on a single source or limited sources of information.
Application to industry
Students should demonstrate the ability to integrate theory into practice and increasing
abilities to suggest viable solutions to the problems of the case organisation within the reality
of the sector and environment in which it operates also demonstrating the ability to develop a
realistic and viable strategic vision in the industry context.
Synthesis and Originality
Students should be developing the ability to demonstrate the advanced skills of synthesis.
Providing solutions to unpredictable professional situations when necessary offering both
creativity and originality whenever possible to meet that challenges presented by the case
study.
In order to obtain higher grades students should consider the following:
 the ability to demonstrate creativity and critical analysis in the provision of original
solutions
 the ability to demonstrate greater depth of knowledge and understanding through wide
reading and varied research activities and the appropriateness of theory for understanding
and developing feasible responses to real sector-based scenarios and problems
Weighting
This assignment carries a weighting of 40% for the International Marketing Communications
module.

 
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Business Failure Case Study

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Assessment
Business Failure Case Study
100% of total mark
3,000 words (You may exceed the word limit by 10% without penalty.)
This piece of coursework will require you to research and critically analyse a
failed or failing venture. Choose a medium to large size business that has failed in
the past 10 years or is currently experiencing significant financial problems. It
should be a publicly listed company (so you can access shareholders’ reports)
and covered by reputable sources in the business and news media (e.g. Forbes,
BusinessWeek, BBC). You will use tools and concepts drawn from lecture
material and independent study to identify root causes of failure on multiple
levels and develop a turnaround or exit strategy.
A good assignment will:
• Conduct a multi-level analysis to identify and evaluate the root causes of
failure, and any changing conditions or major decisions that were central to the
failure process
• Present an overview of company performance prior to and after the time
period during which failure occurred
• Understand failure as a process rather than as an event, i.e. illustrate how
failure develops over time
• Offer considered rationale for turnaround or exit strategy recommendations
• Include a balance of analytical and descriptive writing, as well as diagrams
where necessary
• Frame and support analysis and argument with relevant academic literature
• Be clearly structured and written with references in Harvard style format
STRUCTURE and WEIGHTING
1. Introduction – Introduce the case with evidence (25%)
2. Identify – Conduct a systematic multi-level root cause analysis (40%)
3. Strategise – Develop and present a turnaround or exit strategy (25%)
4. Conclusion – Summarise and present key takeaways (10%)

 
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International HRM BHL6018

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Assessment Three: Information, Assessment and Marking Criteria
Weighting of coursework: 50% of overall mark for the module
Case Study Report (3,000 words)
With regard to the case study organisation ‘Reardon’s Hotels’, complete the
following:
a) Identify the main reasons why Reardon’s Hotels choose to internationalise and
discuss which type of MNC would best suit the organisation.
b) Recruitment and Selection
i. Explain the main reasons for the internal recruitment of Hotel Manager for the
new subsidiary in southern Spain
ii. Create a person specification, and suggest proper selection method(s) for the
position of Hotel Manager. Justify your choice of selection method(s).
c) Training and Development
i. Devise a training and development strategy for the new position of Hotel
Manager for the new subsidiary in southern Spain and for the staff in the new
hotel.
ii. Provide a rationale for each component of the strategy.
d) Total Reward
i. Design a total reward strategy for the new position of Hotel Manager
specifically, and the staff for the new subsidiary in southern Spain.
ii. Justify your choice of components included in, and excluded from, the total
rewards package.
e) Outline the potential difficulties Reardon’s Hotels may encounter when opening
the new hotel in southern Spain, and suggest solutions to these difficulties.
Submission Details:
 To be submitted through Turnitin on Moodle by no later than 11.59pm on 24 th
May 2016
 Late submission will result in grade penalties.
 Assessment results and individual written feedback will be available in 20
working days after submission.
Assessment Learning Outcomes (mapped to module descriptor):
Dr Xiaoni Ren BHL6018
Page 2 of 4
 Consider the role of the MNC as central to the analysis of international HRM
 Compare and contrast national employment systems in order to evaluate the
HRM models, policies and procedures in different countries and cultural,
institutional and legal constraints
 Critically assess global integration and diffusion of HRM activities in MNCs
 Compare and contrast the different HR strategies and practices of MNCs
including international management recruitment and selection, training and
reward strategies
Key Skills: The key skills addressed through this assessment are communication,
numeracy, technology, learning and study, problem solving.
IMPORTANT: Students should refer to the assessment criteria and marking
criteria provided below in relation to this assessment.
Assessment Criteria/Guidance Notes
Students will be marked according to the following assessment criteria:
 The student should demonstrate relevant knowledge and understanding of how the
competing tensions faced by MNC’s between the local, the global and the organization
impact upon HR policies and practices.
 The student should devise an appropriate recruitment and selection strategy, and
training and development strategy for the specific international management assignment
as outlined in the case study.
 The student should demonstrate the ability to identify the key components of
an effective total reward strategy given the specific organizational context
outlined in the case study.
 The student should demonstrate the ability to apply their knowledge of key facts and
theories to the practical organizational context outlined in the case study.
 The student should demonstrate the ability to carry out relevant research to
evidence their report. This should include the correct use of Harvard
referencing throughout the report.
 The report should be appropriately structured and presented.
Marking Criteria
IMPORTANT: Students must satisfy themselves as to the assessment criteria
and academic standards required to achieve certain grades as outlined above. It
is the student’s responsibility to seek clarification on any of these matters prior
to submitting their coursework.
Students will be awarded their grade based upon the academic standards
outlined below:
Grade A 80+
 As 70+ criteria but in addition answer demonstrates an excellent
understanding of the question and the complexity of the issues involved
relating to parts 1 and 2.
 Evidence of creativity and wide reading beyond core subject matter.
Dr Xiaoni Ren BHL6018
Page 3 of 4
Grade A 70-79
 Comprehensive and accurate account of the issues relating to parts 1 and 2.
 Very good analysis and evaluation of the relationship between local, global
and organizational effects, MNC strategy and HR policies and practices.
 Very good application of factual knowledge and/or application of
theories/models to the practical situation of the case study organization.
 Clear evidence of wide reading and well-referenced.
 No significant omissions or errors.
 Very well written and structured.
Grade B 60-69
 Clear understanding of the question and includes the most pertinent issues
relating to parts 1 and 2.
 Good analysis and evaluation of relationship between local, global and
organizational effects, MNC strategy and HR policies and practices.
 Good application of factual knowledge and/or application of theories/models
to the practical situation of the case study organization.
 Evidence of extra reading beyond lecture material.
 Few significant errors or omissions
 Well written and structured.
Grade C 50-59
 Answer demonstrates understanding of the basic issues with regard to
parts 1 and 2.
 Reasonable attempt at analysis and evaluation of the relationship between
local, global and organizational effects, MNC strategy and HR policies and
practices.
 Basic application of factual knowledge and/or application of theories/models
to the practical situation of the case study organization.
 Report aimed primarily at the level of available lecture and seminar material.
 Some significant errors or omissions.
 Material appropriate and logically structured.
Grade D/E 35-49
To obtain a D grade (i.e. a ‘pass’ mark 40-49):
 (i) The answer will demonstrate an understanding of the basic issues and some
evidence that appropriate material has been selected.*see note below
 (ii) The answer may follow a logical structure with the overall framework
sensible.*see note below
However, an answer afforded a D/E grade will also demonstrate to varying
degrees:
 No evidence of extra reading
 No evidence of evaluation or analysis of the issues
 Significant errors or omissions
 Poor planning

 
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Research Methods

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Written Individual Assignment.
This constitutes 100% of the total unit mark
The aim of this assignment is to test your understanding and critical awareness of the key
components of quantitative research. More specifically, this assignment aims at examining your
knowledge with respect to your understanding and critical evaluation of the key components required
of an original and effective well performed research, your ability to analyse and critique the validity and
limitations of various research methods as well as your written communication.
In doing so, you will have to design, conduct, analyse and interpret a small-scale quantitative
research project on a topic of your choice. You might like to use this as a pilot study or just investigate
something you are interested in.
The submission deadline for your work is: 12 noon on 20 th May 2016
The individual assignment should be divided into 4 parts and its structure should be similar to an
academic quantitative journal article. You will be able to complete one part after each lecture designated
to topic relating to data collection and analysis (i.e. Days 3, 4, and 5).
Part 1: Construct a questionnaire.
This part should follow from your group presentation where you already reviewed and
discussed the relevant literature to outline relevant concepts that are of interest to you.
More specifically this part should include a very brief background to your research, a very brief review of
literature to outline relevant concepts. It should lead into an outline of your research questions or/and
hypotheses.
Part 2: Data collection
This part is the core methodology hence it should show how you constructed your
questionnaire (why those questions – relate to your Part 1), your sampling strategy, data
collection procedures and how you imputed loaded the data into SPSS
Part 3: Data analysis
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This part is the continuation of Part 2 hence it should include the analysis of your collected data
as well as the justification of the chosen statistical tests. It is vital that, in this part, you relate
back to Part 1 (i.e. what research questions you wanted to answer).
Part 4: Discussion
This part forms the concluding remarks of your work. Hence, it should report and discuss your
findings, possible limitations of your work as well as any research implications and/or relevance
for management.
It is strongly recommended that you start designing your questionnaire and collecting data as
soon as possible as it will not be possible to write the assignment just before the deadline if you have
not done the preparatory data design and collection (i.e. questionnaire) beforehand. The minimum
sample of your respondents should not be less than 30. You can have your class mates filling out the
questionnaire as part of the learning process. Beyond that, I strongly encourage you to go out and
recruit real respondents and let this be a real learning experience. The questionnaire administration
procedure would bring out many issues that were not prominent until now. I expect you to finish the
data collection process in time so that you have enough time to write your assignment on time.
At this stage, I will recommend you use SPSS for your data analysis. However, if you feel
comfortable with other statistical packages, like for example STATA, you can do so. If you need more
help and time to practice the use of SPSS please us this link for on-line tutorials:
http://www.ats.ucla.edu/stat/ . I am sure you will find them very useful.
The maximum word count for your work is 3,000 words (excluding submission of your SPSS
output file and your questionnaire). Please remember that the SPSS file and your questionnaire will
NOT be part of your word count.
Remember, I am not looking for the perfect research, but for you to identify how you undertook
the research project with regards to data design, collection and analysis.
If applicable, please make sure to complete an ethics checklist before you undertake your
research.

 
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