Faculty of Business Environment and Society
Module No: 312MKT MODULE TITLE: International Marketing 2015-16
Coursework Number or Title: Coursework 1 – Individual
Word Length: 3000 words (+/- 10%)
Submission: February 2016 online only via Turnitin
Contributes 50% to total module mark
Answer all parts of the question:
You are working for National Express as a Marketing Manager. They are considering further expansion to Mexico and Algeria. You have been tasked by the Marketing Director to prepare a business report. The report should cover the following:
1. Analyse the current situation of National Express (including summary of 4Ps)
2. Analyse Mexico as the potential new market for National Express using the PESTEL framework
3. Analyse Algeria as the potential new market for National Express using the PESTEL framework
4. Discuss and recommend which country (Mexico or Algeria) should be selected as the next target market for National Express. Justify your choice
Include a list of References and Bibliography
You must include a range of research in all answers; this may include relevant concepts and theories from text books, journal articles, websites, and market research databases such as Mintel, company or industry sources. Research should be referenced using CU Harvard Referencing style.
Learning Outcomes Assessed:
• Research, critically analyse and discuss the dynamics and key aspects of the international business environment and their effect on marketing performance
Content is organised and appropriate; coherent; flow of information, arguments, and concepts
Knowledge and Understanding 20%
Identifies, explains, draws on appropriate global marketing theories, models, literature to demonstrate depth and breadth of research to address the questions
Application of theory or practical examples given appropriate to context
Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional
This assignment must be submitted as an electronic copy of your assignment via the module web using the Turnitin icon. (See instructions on module web) by 23:55 on the above deadline day.
The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.
Any penalties for not complying with word limits will be in accordance with University and Faculty policy. The words should support your choice of visual image with reference to the requirements of the brief using adequate reference to supporting material.
Return of Marked Work
Marked work will be returned in class. You can expect to have marked work returned to you by 2 teaching weeks after the submission date.
PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university.
Marking Scheme and Checklist
<40 Poor; 40-49 Satisfactory; 50-59 Good; 60-69 Very Good; 70+ Excellent
Task What to include Marks allocated
Task 1 Summary of company’s operations 10%
Task 2 Detailed PESTEL analysis for Mexico 25%
Task 3 Detailed PESTEL analysis for Algeria 25%
Task 4 Discussion of advantages and disadvantages of both markets for National Express
Selection of the most suitable market
Justification of the choice made 25%
Presentation Is it a business report?
– Cover page
– Table of content
– Use chapters/ subchapters where appropriate
– Spelling and grammar check
– Appendices as required 10%
References Strictly in CU Harvard style
List of references
Variety of good quality sources used 5%