Derlon (DL)1 is a family-owned SME that employs 50 people, has a turnover of £10m. It manufactures and sells mid-range tractors for the dairy industry.

2024-11-08 15:07:08

Assessment (assignment brief)

Summary Assessment Information

This module will be assessed via one item of assessment.

Type / Element

Submission date, time, and submission method

Weighting

Feedback due date

Individual Written Assignment (3000 words)

DATE: 20/01/2025 TIME: By 12PM (NOON) Microsoft Word File Submit via Turnitin on Blackboard

100%

20 working days post submission date (via Blackboard Ultra)

Assessment Guidance

1) Word count includes the title page, contents page, in-text references and citations but excludes tables, reference list and appendices.

2) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the Subject Guides. We encourage you to make good use of all the support services offered by your libraries.

3) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band https://www.ulster.ac.uk/learningenhancement/ccea/assessment-handbook

4) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.

Assessment Task

Derlon (DL)1 is a family-owned SME that employs 50 people, has a turnover of £10m.

It manufactures and sells mid-range tractors for the dairy industry. They currently sell these via independent retail outlets at a mid-range price in Ireland & the UK only. They have a team of 2 in- house sales managers who liaise with retail owners.

The owners have recently decided to expand their operations, beyond Ireland & the UK, and are currently exploring new international markets.

You will be allocated a country that has already been identified as viable option for DL expansion.

The list of country allocations and guidance on answer structure can be found separately under the

assessment tab of Blackboard where extensive guidance/ approximate word counts are provided. Required:

As an International Marketing & Sales consultant you have been asked to assist DL in its expansion into your allocated country*.

Coursework Feedback:

Written feedback on the assessment will be provided via Blackboard within 20 working days of submission.

PLAGIARISM, AI & REFERENCING

you must include a full list of references used in your work.
you must always acknowledge your source every time you refer to someone else’s work. failure to do so counts as plagiarism which is against university regulations and is treated as a serious offence.

http://www.ulster.ac.uk/academicoffice/download/policies/plagiarismpolicy&procedures.docx .

all references must adhere to the ulster harvard referencing guide 2024 https://guides.library.ulster.ac.uk/ld.php?content_id=35197722.

you must always acknowledge your source every time you refer to someone else’s work. failure to do so counts as plagiarism which is against university regulations and is treated as a serious offence.

http://www.ulster.ac.uk/academicoffice/download/policies/plagiarismpolicy&procedures.docx

it is strongly recommended that you do not use generative ai (e.g., chatgpt, google bard, midjourney, copilot). this does not help with this assessment. as with any source used in a piece of work, generative ai must be acknowledged and referenced in the usual way with a DL does exist. It is a fictional company used for the purposes of this assessment. citation and reference list entry full details can be found @ https://guides.library.ulster.ac.uk/harvardref/aigenerativetool

all references must be hyperlinked in the reference list e.g.

MKT744 GLOBAL MARKETING & SALES | Page 5

MKT744 Global Marketing & Sales

Coursework – ASSESSMENT RUBRIC/MARKING PROFORMA

To aid student understanding, it is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.

	Excellent 70 – 100	Very Good 60 – 69	Good 50 – 59	Poor (fail) 45-49	Fail 0-44
Knowledge Knowledge and understanding 20%	Exceptional knowledge and understanding of relevant, complex principles and concepts and the development and advancement of ideas and practice	Wide knowledge and depth of understanding of importance principles and concepts and the development of ideas and practice.	Appropriate knowledge and depth of understanding of key principles and concepts with some understanding of their relevance to and development in practice.	Basic knowledge and depth of understanding of key principles and concepts with only a very basic understanding of their relevance to and/or development in practice.	Very limited/superficial knowledge and depth of understanding of key principles and concepts with very basic understanding of their relevance to and/or development in practice displayed
Application Evidence of application of theoretical models/concepts 30%	Excellent identification and advanced application of theoretical concepts or models informed and critically analysed extensively by current research and practice in this area.	Very good identification and application of theoretical concepts or models informed and analysed by current research and practice in this area.	Good identification and application of theoretical concepts or models with some link to research in this area.	Occasional identification and application of theoretical concepts or models.	Limited identification and application of theoretical concepts or models
Analysis Analysis and interpretation 25%	Critical insightful evaluation and synthesis of a wide range of views, issues and complex information which demonstrates a highly	Critical evaluation and synthesis of a wide range of views, issues and complex information which demonstrates an original and reflective	Some critical evaluation and synthesis of key issues and material.	Some basic evaluation and synthesis of pertinent issues and information. Lacks originality and/or reflection.	Very limited evaluation. Mainly description of key issues and information. Lacks originality and reflection.

[Module Code] [Module Title]

original and reflective approach.

approach.

Reading

Reading, referencing, bibliography/reference list

15%

Extensive evidence of integrating high quality and relevant supplementary sources. Outstanding citations, referencing and bibliography in accordance with Harvard guidelines.

Evidence of extensive reading of supplementary sources.

Comprehensive citations, referencing and bibliography in adherence to the Harvard guidelines.

Evidence of reading of supplementary sources. Adequate citations, referencing and bibliography mainly in accordance with the Harvard guidelines

Limited evidence of supplementary reading. Citations, referencing and bibliography limited and not in adherence to the Harvard guidelines.

Minimal/limited evidence of additional reading. Inadequate citation, referencing and bibliography.

Structure

Presentation, structure, grammar, and spelling

10%

Outstanding well- directed presentation, logically and coherently structured, sophisticated style adopted. Correct grammar and spelling throughout.

Excellent presentation, logically structured and a coherent style adopted. Mainly correct grammar and spelling.

Acceptable presentation, clear orderly structure and coherent style used. Acceptable grammar and spelling.

Adequate presentation and structure, very basic style. Errors in grammar and spelling.

Poor/inadequate presentation and structure. Basic approach adopted. Errors in grammar and spelling.

Learning Resources

Reading List

Also available online via Key Links: https://ulster.keylinks.org/#/

Books (Must read)

Ghauri, P.N. & Cateora, P., (2022). International Marketing, (5th Edition), London: McGraw-Hill.

https://catalogue.library.ulster.ac.uk/items/1502459? query=International+Marketing&resultsUri=items%3Fquery%3DInternational

%2BMarketing%26facet%255B0%255D%3Dcollection%253A%2522eBooks

%2522&facet%5B0%5D=collection%3A%22eBooks%22

Must Read in Week 1:

Levitt, T., 2004. Marketing myopia. Harvard business review., 82(7/8), pp.138-149. https://research.ebsco.com/c/462pgp/search/details/ubdjsekth5?limiters=None&q=Marketing

%20Myopia or,

https://www.khabirulalam.com/uploads/1/1/7/3/117391517/marketing_myopia_hbr.pdf