Semester
August 2021
Module Code
MKT4221
Module Title
Global Marketing Ethics and Culture
Coursework Structure
Report (2,500 words)
Assignment Weighting
60%
Assignment Title
Individual Report
Coursework Submission
Deadline
Date: Week 12
Time: 11.59 PM
Method: SafeAssign via Blackboard
Assessment Criteria
Learning Outcomes: Knowledge and Understanding tested in this assignment:
• Research and evaluate the different social and cultural conventions which effect buying behaviour and
marketing approaches;
• Evaluate the methodologies for global marketing research and a range of sources of data/information and
tools of analysis necessary to support a global marketing strategy.
Learning Outcomes: Skills and Attributes tested in this assignment:
• Critically analyse the global marketing environment through the use of models and tools for decision making;
• Evaluate and apply global marketing strategies, plans and tactics to a range of global marketing scenarios;
• Carry out research on a business and a global market.
General Coursework Rules
• Written Assignment must be submitted online through SafeAssign (or other plagiarism checker) via Blackboard
for originality check.
• Oral Presentation must be recorded and securely uploaded to YouTube (or other online video platform) for
moderation purpose. The private link to video must be given to the lecturer during submission.
• Assignment submitted after the deadline will be subject to a penalty. Please refer to the guidelines on
Coursework Submission that can be found in the INTI-UH Student Guidebook.
• Suspected academic misconduct will be handled according to the Policies and Procedures for Academic
Dishonesty and Misconduct that can be found in the INTI-UH Student Guidebook.
Assignment Brief
The title of the assignment
Marketing Plan: Develop a market entry strategy and marketing plan for local-made product to another country
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Purpose of the assessment, the task/topic
When a company has decided to internationalise into international market, it must develop a global marketing plan
to meet the needs and want of the potential customers. The marketing director would like you to prepare the market
entry strategy marketing plan to launch a product to the new market. It is important to take note the classic
marketing mix comprises of product, price, place and promotion. These elements need to be adapted to meet the
needs of specific target markets. The marketing mixes need to be well integrated.
Using the product of your choice, now write a plan that recommends an effective market entry strategy with a
sound marketing mix for the product to satisfy the needs and wants of the selected target market.
Introduction to the work/scope/context:
• Using the local-made product in your country.
• Prepare a marketing programme that is well integrated, taking into consideration the target market needs.
Justify if there is a need to adapt or standardised your marketing mixes to meet these needs of the new market
Your plan should include the following:
1. Briefly introduce your product at the beginning of your plan
2. Define the proposed target market with discussion on their key demographics, geographic, behavioural and
psychographics. Identify the critical cultural difference (Working culture, business culture, don’t only focus
social culture) (using appropriate Cultural theory/framework) and support your discussion with the size of the
potential market for the product in the new market (country) you have identified.
