MKTM018 - Global Marketing Strategy-University of Northampton

The Assessment Task

This task is based upon the launch of Warner Distillery into a new geographic market.

The overall purpose of the task is to recommend and justify a new country market that a product should be launched in and to recommend a suitable market entry strategy. You must carry out appropriate research to inform and justify your recommendations.

More specifically, you need to make appropriate use of relevant theory and country/industry/market data to make and justify the following decisions;

1. Establish screening criteria.

2. Applying your screening criteria.

3. Propose and justify a market entry strategy to enable entry into the selected market.

The decisions themselves are less important than the robustness of the process by which you reach them, and the resulting justification of those decisions.

Please use report format and no more than 2,000 words +/- 10%.

Learning Outcomes

On successful completion of this assessment, you will be able to:

Subject-Specific Knowledge, Understanding & Application

Evaluate international market opportunities based upon the use of appropriate analytical frameworks.

Appraise the suitability of alternative market entry methods as part of the formulation of an organisation's international marketing strategy.

Employability & Changemaker Skills

Act autonomously to produce appropriate informed decisions in the context of international marketing.

Assessment Support

Specific support sessions for this assessment will be provided by the module team and notified through NILE. You can also access individual support and guidance for your assessments from Library and Learning Services. 

Academic Integrity and Misconduct

Unless this is a group assessment, the work you produce must be your own, with work taken from any other source properly referenced and attributed. For the avoidance of doubt this means that it is an infringement of academic integrity and, therefore, academic misconduct to ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to use the work of another student whether current or previously submitted.

N.B. The penalties for academic misconduct are severe and can include failing the assessment, failing the module and expulsion from the university.

Assessment Submission

To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission. Please note that essays and text based reports should be submitted as word documents and not PDFs or Mac files.

Written work submitted to TURNITIN will be subject to anti-plagiarism detection software. Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database. Work

When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission. If your assessment is not submitted to TURNITIN, rather than a receipt, you will see a green banner at the top of the screen that denotes successful submission.