MKTM026 International Marketing Communications

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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