The company is currently assessing the opportunity for selling into an overseas market. You have been tasked to evaluate the situation and decide on a suitable market (country) for the company’s expansion.

2025-08-13 13:11:10

Student Assignment Brief

This document is intended for Coventry University Group students for their own use in completing their assessed work for this module. It must not be passed to third parties or posted on any website. If you require this document in an alternative format, please contact your Module Leader.

Assignment Information

Module Name: International Dimensions of Marketing

Module Code: 7052SMM

Assignment Title: Individual Report

Assignment Due: 15/8/25 before18:00 UK time

Assignment Credit: 15

Word Count (or equivalent): 3000

Assignment Type:

Percentage Grade (Applied Core Assessment). You will be provided with an overall grade between 0% and 100%. You have one opportunity to pass the assignment at or above 40%.

Assignment Task

This is an individual assignment.

This assignment requires that you prepare a 3000-word report answering all parts of the following task:

You have been hired as a marketing consultant by LoveBeeBaby, a UK based SME company-

*Note: you are not under any circumstances to contact the company.

The company is currently assessing the opportunity for selling into an overseas market. You have been tasked to evaluate the situation and decide on a suitable market (country) for the company’s expansion. To support your decision, you are asked to prepare a business report to include the following:

**Note: This report will be marked holistically, rather than individual marks for each section. This is because marks will be awarded for synergy- a very important component of report writing. However, the relative importance of each section is indicated by the number next to the section (1 most important; 5 least important

1. Provide an overview of the company. State which brand(s) you intend to recommend for overseas expansion in this section. (5)

Approximate recommended word count for this section- 200 words

An analysis of the macro and microenvironments in 2 countries outside the UK to allow you to determine the one market which is most attractive for the company to expand its operations. This section should conclude with your recommendation for the host country. (2)

Approximate recommended word count for this section- 1300 words

Analysis of any cultural issues impacting consumer behaviour that the company should be aware of and address when entering your chosen country. Do not therefore include culture in section 2 above. At the end of this section, you should provide a profile of the target consumer in your host country. (4)

Approximate recommended word count for this section- 400 words

4. A critical analysis of the market entry strategy(s) the company should consider. At the end of this section, you should recommend which strategy(s) you recommend they use to enter your selected country. (3)

Approximate recommended word count for this section- 500 words

5. A discussion justifying which elements of the marketing mix should be adapted or standardised for the new market. (1)

Approximate recommended word count for this section- 600 word

You must include a range of research in all answers; this may include relevant concepts and theories from textbooks, journal articles, and market research databases such as Mintel, Euromonitor, company or industry sources. The report should be referenced using APA 7^th ed. Referencing style.

The word count is 3000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

The word limit includes quotations but excludes the bibliography.

Submission Instructions:

Submit the report element to Turnitin date 15/8/25 18:00 UK time.
Formatting of submission in Microsoft word, PDF will not be accepted.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

The word limit includes quotations but excludes the bibliography.

The word limit includes quotations and citations but excludes the references list.

Reference list using APA 7^th Edition (not included in the word count).

Marking and Feedback

How will my assignment be marked?

Your assignment will be marked by the module team.

How will I receive my grades and feedback?

Provisional grades will be released once internally moderated. Feedback will be provided by the module team alongside grades release.

Feedback will be on the Turnitin report.

Your provisional marks and feedback should be available within 2 weeks (10 working days)

What will I be marked against?

Details of the marking criteria for this task can be found at the bottom of this assignment brief

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task

The following module learning outcomes are assessed in this task:

LO1.Critically evaluate the impact of cultural, demographic, ecological, economic, legal, political, social, and technological environments on international marketing activities.

LO2.Appraise consumer behaviour in an international context.

LO3.Demonstrate the ability to address and justify analysis of cross-cultural issues when making international marketing decisions.

LO4.Critically analyse the specifics in applying marketing theories and tools to different international marketing settings.

Assignment Support and Academic Integrity

If you have any questions about this assignment please see the Student Guidance on Coursework for more information.

Spelling, Punctuation, and Grammar:

You are expected to use effective, accurate, and appropriate language within this assessment task.

Academic Integrity:

The work you submit must be your own, or in the case of groupwork, that of your group. All sources of information need to be acknowledged and attributed; therefore, you must provide references for all sources of information and acknowledge any tools used in the production of your work, including Artificial Intelligence (AI). We use detection software and make routine checks for evidence of academic misconduct.

Definitions of academic misconduct, including plagiarism, self-plagiarism, and collusion can be found on the Student Portal. All cases of suspected academic misconduct are referred for investigation, the outcomes of which can have profound consequences to your studies. For more information on academic integrity please visit the Academic and Research Integrity section of the Student Portal.

Support for Students with Disabilities or Additional Needs:

If you have a disability, long-term health condition, specific learning difference, mental health diagnosis or symptoms and have discussed your support needs with health and wellbeing you may be able to access support that will help with your studies.

If you feel you may benefit from additional support, but have not disclosed a disability to the University, or have disclosed but are yet to discuss your support needs it is important to let us know so we can provide the right support for your circumstances. Visit the Student Portal to find out more.

Unable to Submit on Time?

The University wants you to do your best. However, we know that sometimes events happen which mean that you cannot submit your assessment by the deadline or sit a scheduled exam. If you think this might be the case, guidance on understanding what counts as an extenuating circumstance, and how to apply is available on the Student Portal.

Administration of Assessment

Module Leader Name: Bal Samra

Module Leader Email: bsx280@coventry.ac.uk

Assignment Category: Written

Attempt Type: Standard

Component Code: Cw1

Assessment Marking Criteria

Mark band	Guidelines
80-100% Distinction	This is an exceptional answer that provides a very well rounded and knowledgably argued international marketing report. A significant amount of research has been developed into a relevant and detailed international marketing report, which is fully supported and justified. In addition, the assignment demonstrates exceptional critical and analytical skills, in addition to the application and possible adaptation of international marketing theories and models. The work is also presented to a professional standard and has creative recommendations throughout.
70-79% Distinction	The international marketing report benefits from an excellent understanding and application of relevant theories and concepts. There is evidence of reading crossing an excellent range of literature and research, beyond the minimum recommended. The work is also presented to a very high professional standard, keeping in style with the structure required.
60-69% Merit	Most of the relevant information relating to an international marketing report has been covered, critically analysed and justified to a very good standard. The report demonstrates a very good use of research, demonstrating an understanding of the company, products, macro and microenvironment and strategies and tactics related to international marketing. The international marketing report is realistic, effective and efficient. The strategic and tactical recommendations are supported and grounded on relevant academic literature; however some may need some minor improvements.

50-59%

Pass

Some of the relevant information relating international marketing report has been covered, critically analysed and justified to a good standard. The report incorporates some good research, demonstrating an understanding of the company, products, macro and microenvironment and strategies and tactics related to international marketing. However, the international marketing report has gaps/ omissions and might lack realistic, effective and efficient recommendations, which need improvements. The strategic and tactical recommendations might not be supported and grounded on relevant academic literature.

Overall, the international marketing report demonstrates a good understanding of some relevant theories and is supported by the use and application of some models/concepts, but with gaps/ omissions in one or more sections.

40-49%

Pass

Limited relevant information relating to an international marketing report has been covered, critically analysed and justified. In some cases, the report is mainly descriptive. There is a limited use of research, and omissions/assumptions are made, in addition to a lack of critical analysis throughout, leading to a restricted understanding and explanation of how your international marketing report helps the company to be successful in the new market. In this case, the justification of strategies and tactics for company and its products are not aligned to the macro and microenvironment analysis and to the company evaluation. The strategic and tactical recommendations should have limited support and ground on relevant academic literature.

The assignment demonstrates a limited understanding of international marketing theories and concepts. They may be some partial application; however, this may not be complete and can contain some inaccuracies. The work is likely to have issues with presentation/ referencing in parts.

Overall, work within this grade band is acceptable and meets the learning outcomes.

20-35%

Fail

The work fails to meet all of the learning outcomes of the assignment brief and does not demonstrate an understanding of international marketing theories/ concepts within the chosen context.

There is a lack of relevant information relating to an international marketing report which has been covered, critically analysed and justified. This leads to a descriptive submission. There is a limited/lack of research and critical analysis throughout, demonstrating a lack of understanding and explanation of how your international marketing report can help the company to launch the product in the new market. The submission will include much irrelevant and or/ descriptive material included, which does not support the international marketing report, nor justify the decisions made. Therefore, the assignment is based on assumptions and omissions. There are fundamental errors and misunderstandings present, based on little or no research. There is lack of strategic and tactical recommendations that are supported and grounded on relevant academic literature.

Learning outcomes not met.

1-29%

Fail -

The answer fails to meet the requirements of the assignment brief and does not meet the learning outcomes. Serious errors show a lack of understanding of even the basic elements of international marketing theory/concepts and failure to apply these to your report.

Minimal or no understanding of the CW brief. The submitted work has not addressed the tasks of the coursework and/ or the wrong company or country has been chosen. The information is provided in a very unclear and unorganized manner.

The work shows minimal or no relevant information about the depth and breadth of understanding and application of the marketing report and its components.