NBS8507 Assessment Briefing Sheet 2019/20
The assessment for NBS8507 (International Marketing) is an international marketing plan for a UK based brand (details below). This marketing plan is worth 100% of the marks available for the module.
1. Assessed International Marketing Plan
You are invited to prepare an international marketing plan of 2,500 words (+/- 10%) for one international country market for a brand of your choice. The brand must be a UK brand (A brand that originated from the UK) for the purpose of the assignment and so the new market may be any other (i.e. non-UK) country, where the brand does not have an established presence (physical shops and a strong market position).
Your plan should cover the three-year period to May 2023 and should address all of the areas below:
o The current situation (activities to date, resources, capabilities)
o The findings of desk research undertaken in relation to the country market including:
• The external environment including competitor analysis
1.1. Content of the Plan
• Customer segmentation and information in relation to the customer segments in the chosen market
• Identification of target markets
• Product/service suitability/proposed adaptation/s
• Brand positioning
• Market entry mode/s
• Distribution channel/s within the country
• Pricing
• Marketing communications
Inclusion of the following (to the extent that it is possible or relevant) may be included.
• Marketing budget recommendations
2. Assessment Criteria
• The appropriateness of your recommendations for the chosen market
• Relevant application of the theory of marketing
• Responding to your analysis of the environment including the competitive situation in the proposed new market
• Justification for your recommendations
• Evidence of creativity
• Adherence to the word limit of 2,500 words (+/- 10%) excluding any executive summary, bibliography, tables, diagrams)
• Presentation including the adoption of business report structure and style
In addition to these specific requirements for this assignment you should also refer to the generic PG assessment criteria (attached)
3. Assessment Weighting
Section Weighting
The external environment including competitor analysis 15%
1.1. Content of the Plan
• Customer segmentation and information in relation to the customer segments in the chosen market 15%
• Identification of target markets 10%
• Product/service suitability/proposed adaptation/s 10%
• Brand positioning 10%
• Market entry mode/s 10%
• Distribution channel/s within the country 10%
• Pricing 10%
• Marketing communications 10%
4. Submission Details
Your assignment should be submitted no later than 10 am on Monday 18th May 2020 in both of the following ways:
1. Electronically via turnitin.
5. Pre-Assessment Clinic (Formative Feedback)
There will be a pre-assessment clinic scheduled midway through the semester (TBC), which allow students to bring with a 1 pg project plan draft to address any issues.
Secondly this will be supported by a 1-hour lecture period, where all facets of the assignment will be discussed in-depth.