\nDescription
\nPleasereadcarefullyinthehandbookofthismodule.
\nThisessayisfocusingonthePiperCrispstoaccessintoChinesemarket,sopleasefocusonthepresentationI
\nhaveprovidedinthisessayaswell.(presentationseminarEGoupA)
\nPleasefocusonthe”PiperCrispsentersintoChineseMarket”please.<\/p>\n
Individual Assessment – Essay 50%- Not a duplication of presentation Further research and development
\nFurther developing on your research for Pipers Crisps write an essay to include the following:-
\nIdentify current global\/international marketing activity currently taking place with Pipers Crisps, identify both traditional and digital methods currently implemented Website, press release. Will form part of the introduction.
\nTo assist identifying potential opportunities for Pipers, explore how the competing luxury snacks market operate on an International Level. Expand research of competing brands with focus on Luxury not just crisps- what is their target audience Why May inspire ideas for new markets for Pipers crisps. Remember to consider Pipers values and beliefs, consider Providence If\/do people care where ingredients are sourced Which segement may care Country\/region\/demographic consider all options drawn from research.
\nWhat measures should be taken to ensure effective customer relationships are established and maintained in both the context of Business to Business and Business to Customers Identifying relationships involved in the process – Culture differences Inter-cultural considerations
\nWhat recommendations would you suggest to expand International Marketing activity for Pipers Crisps with consideration to traditional and digital methods Market Entry Strategies and Social and Cultural Considerations for International Marketing
\nWeek 11 Assignment Support Workshop Prepare and bring essay plan Q & A opportunity<\/p>\n
INTERNATIONAL MARKETING AND CUSTOMERS<\/p>\n
STUDY GUIDE 2016-17<\/p>\n
\nTable of Contents<\/p>\n
\nSection 1: Basic Module Data ……………………………………………………………………….3 <\/p>\n
Section 2: Module Synopsis ………………………………………………………………………….4 <\/p>\n
Section 3: Outline Syllabus……………………………………………………………………………5 <\/p>\n
Section 4: Module Learning Outcomes ..5<\/p>\n
Section 5: Learning and Teaching Strategy \/ Methods ………………………………….5, 6<\/p>\n
Section 6: Assessment…………………………………………………………………………..6, 7, 8<\/p>\n
Section 7: Reading……………………………………………………………………………………..10 <\/p>\n
Section 8: Lecture and Seminar Schedule…..11, 12<\/p>\n
Appendix 1: Research Group Formation Form 13<\/p>\n
Appendix 2: Group Presentation Assessment Marking Grid .14<\/p>\n
Appendix 3: Individual Assignment Assessment Marking Grid 15<\/p>\n
Section 1: \t\t\t\tBasic Module Data <\/p>\n
Module Title: \t\t\tInternational Marketing and Customers <\/p>\n
\nSchool: \t\t\t\t <\/p>\n
Programme(s) in which this module appears: <\/p>\n
MCs International Business
\nMCs Management and International Business
\nMCs Management <\/p>\n
\nCode: \t\t\t\tMKT9124M <\/p>\n
Credit Rating: \t\t\t15 points <\/p>\n
Level: \t\t\t\tMasters <\/p>\n
Pre-requisites: \t\t\tNone <\/p>\n
Co-requisites:\t\t\tNone <\/p>\n
Barred Combinations: \t\tNone <\/p>\n
Section 2. Module Synopsis
\nThe aim of this module is to provide an understanding of marketing concepts applied in an international context. The International Marketing and Customers Module is designed to provide students with a clear comprehension of marketing tools available and their use within an international environment, understanding the cultural diversity of their customers.
\nThe students will explore cultural difference and similarities, which will enable them to identify the most effective methods of marketing applications to build and develop an international marketing portfolio. Social and cultural issues play a major role in the decision making process in international marketing. A range of theories will be explored to provide a depth of understanding to culture, the benefits of acculturation to optimise marketing on an international level. This will encourage versatility of thought in consideration to the customer from both a business to business and business to customer perspective. Understanding the customer is vital to ensure success.<\/p>\n
Section 3. Outline Syllabus
\nThe module typically covers the following areas:<\/p>\n
– International market environment
\n– Application of the marketing mix from an international perspective
\n– Segmentation, target and positioning in the international market
\n– International market research
\n– Impact of culture on customer behaviour<\/p>\n
Section 4. Module Learning Outcomes
\nLO1 Demonstrate critical awareness of the importance of marketing and its origins
\nLO2 Identify, explore and exploit the differences between international and domestic marketing
\nLO3 Understand and appraise the impact of the social and cultural environment on
\ninternational marketing decision-making and the messages perceived by target customers
\nLO4 Analyse and evaluate marketing requirements according to geographic location and cultural\/social issues, identifying developmental scope for effective communication with customers<\/p>\n
Section 5. Learning and Teaching Strategy\/Methods
\nThe module consists of lectures and seminars. The lecture programme will encompass the key theories of international marketing and the customers it encompasses. A range of virtual learning environment tools will be included in the learning experience. Case studies will be explored in the seminar environment to contextualise and examine the theory. The Inclusion of field trips to international organisations will be incorporated when possible. <\/p>\n
Group Work
\nThe seminar group will be divided into 4 research groups, each group will exchange contact details and establish effective lines of communication. Methods will be established and agreed in the group. Independent research and group collaboration will take place to prepare for seminars, according to instructions given each week. Group presentations within the seminars will help to build confidence in preparation for the group assessment whilst engaging and practically applying the theoretical concepts researched during the semester. Acculturation within the group dynamics and the impact on international marketing and customers will be considered.<\/p>\n
Teaching and Learning: Our Expectations
\nThe module includes a series of 2 hour lectures and 1 hour seminar each week. <\/p>\n
The range of lectures and guest lectures aims to provide a fresh, contemporary and interesting learning experience, providing varying perspectives for a more stimulating learning platform. Lectures are designed to stimulate further study; to promote self-study and research. Essential weekly reading in preparation to each lecture is shown on the module lecture\/seminar schedule and additional material and tasks will be given during the semester. <\/p>\n
Seminars are interactive and student centred, therefore preparation is essential for success and optimal learning. Seminars run a week after lectures and are designed to complement the lecture and the students own reading. They help students to apply concepts and theories to a particular topic (sample nursing essay examples by the best nursing assignment writing service) through a range of activities.<\/p>\n
Attendance at seminars is not optional and you must let your tutor know in advance of any possible absence from seminars and make sure you catch up on any work you have missed. The seminar is not a repeat of the lecture and your attendance will help you to understand the subject in more depth. <\/p>\n
Your seminar tutor is there to help you seek help and advise when you need to. Contact your tutor by email, advanced appointments are available when needed. Aspire to be interactive during seminars, an ideal opportunity to ask questions or air concerns. <\/p>\n
Blackboard
\nPlease ensure you access the Blackboard site for this module on a regular basis. This will be where your seminar tutor and\/or module coordinator will leave messages and other important information (e.g. lecture notes, further reading etc.). <\/p>\n
Assessment Method Weighting (%) 2000 Words
\nGroup Presentation \t\t50%
\nIndividual Assignment \t50%<\/p>\n
Group Presentation 50%
\nEach research group is to prepare a 15 minute presentation to take place on weeks 9 and 10 during the seminar slot 2 groups each week – with a 5 minute Q and A session at the end of each. This will play a crucial part of the research process for your individual assessment. <\/p>\n
Presentation Brief:-<\/p>\n
The culture of Pipers Crisps is very important to maintaining their brand and working within the boundaries of their ethical beliefs and values. Considering these factors, how could Pipers expand their business on an international level <\/p>\n
a)\tIdentify a new target market
\nb)\tAnalyse the attractiveness of the market for Pipers
\nc)\tPropose a market entry plan for Pipers<\/p>\n
Ensure the work is academically underpinned and the correct Harvard Reference format applied. <\/p>\n
Guidance
\n\tIn the first seminar (w\/c 29.9.16), students will be split up into 4 equal-sized groups, each group will be identified as Group A, Group B, Group C and Group D.
\n\tEffective communication and between group members is essential to create a quality presentation. Thorough proof reading is imperative to ensure, uniformity of slide content and style. Rehearsal is important to ensure a professional delivery, staying on time and to avoid repetition of information with group members.<\/p>\n
Refer to Appendix 1 Group assessment grid on page 13. <\/p>\n
\nA Good Presentation should:-<\/p>\n
Content
\nInclude all group members
\nAddress Task
\nDemonstrate creativity
\nInclude relevant theory
\nJustify findings
\nCompare\/contrast<\/p>\n
Style\/Clarity Expression
\nClearly spoken\/good pace-notes not script
\nEye contact\/smile
\nProfessionalism
\nEnthusiastic
\nWell rehearsed<\/p>\n
\nPowerPoint Presentation
\nClear & Interesting
\nWell Designed
\nSimple
\nBullet points only
\nSupports content
\nAvoids repetition<\/p>\n
Ability to Answer Questions
\nConfident-at ease
\nAnswer Honestly\/accurately
\nTake turns to answer questions <\/p>\n
\nIndividual Assessment 50%<\/p>\n
Essay 50%
\nFurther developing on your research for Pipers Crisps write an essay to include the following:-<\/p>\n
a)\tIdentify current global\/international marketing activity currently taking place with Pipers Crisps, identify both traditional and digital methods currently implemented.
\nb)\tTo assist identifying potential opportunities for Pipers, explore how the competing luxury snacks market operate on an International Level.
\nc)\tWhat measures should be taken to ensure effective customer relationships are established and maintained in both the context of Business to Business and Business to Customers
\nd)\tWhat recommendations would you suggest to expand International Marketing activity for Pipers Crisps with consideration to traditional and digital methods <\/p>\n
\nEnsure you apply the correct academic skills; including literature searching, academic writing styles, argumentation, secondary research and correct referencing. <\/p>\n
Direct Harvard Refernce Link:-http:\/\/guides.library.lincoln.ac.uk\/ld.phpcontent_id=23470161<\/p>\n
Instructions
\n\tInclude a front cover stating:
\n–\tName & student number
\n–\tAward (e.g. PG International Business)
\n–\tSeminar group and seminar tutors name
\n–\tTitle
\n–\tWord count <\/p>\n
You need to correctly cite in the body of the assignment and provide a Reference List and Bibliography at the end. Use the University of Lincolns Harvard Referencing Handbook to ensure accuracy (exclude from final word count). <\/p>\n
\tThe work must be professionally presented.
\n\tRefer to Appendix 2 Individual assessment marking grid on page 14 <\/p>\n
Late submissions, whether measured against the original or formally extended deadline, shall be penalised. The penalty shall consist of a reduction in the mark of 10 percentage points for each whole or partial working day late. This means 10 percentage points of the marks available for the assignment, for example, where an assignment warranting a merit mark of 58% is submitted one day late, then a mark of 48% shall be recorded. <\/p>\n
Guidance
\n\tEnsure you have read the assessment question and instructions\/guidance carefully and that you have answered all the questions\/points required.
\n\tUse a good range of high quality sources (for example, journal articles, text books).
\n\tAvoid being too colloquial and use an academic writing style.
\n\tBe careful when using difficult words or jargon. Ensure you are using them correctly.
\n\tRevise your writing style if needed. In some cases the written words do not convey peoples thoughts successfully. Get a friend to read your work and crosscheck with him\/her that you have actually written what you thought.<\/p>\n
It is your responsibility to keep your email receipt of your Turnitin submission. <\/p>\n
You will be able to submit a draft version\/s onto the Turnitin site for three weeks prior to the submission date so that you can see the originality report that is generated and make any amendments you feel are necessary. Once the deadline for submissions has passed (12 noon on 5th December you will not be permitted to submit any further versions. <\/p>\n
NOTE: Your seminar tutors will NOT read a draft of your work prior to submission. <\/p>\n
It is important that you engage in recommended preparatory reading before lectures and seminars as directed. Additional reading and seminar tasks will be assigned on a weekly basis<\/p>\n
7. INDICATIVE READING<\/p>\n
Core Text<\/p>\n
Doole, I., Lowe, R. and Kenyon, A. (2016) International Marketing Strategy 7th Edition. London: Cenage Learning<\/p>\n
Usnier, J and Lee, J Marketing Across Culture 6th Edition, Harlow: Pearson (ebook)<\/p>\n
Recommended Reading<\/p>\n
Cateora, P., Graham, J. and Gilly, M. International Marketing 17th Edition McGraw<\/p>\n
De Mooj, M. (2011) Consumer Behaviour and Culture 2nd Edition. London: Sage <\/p>\n
Hollensen, S. (2017) Global Marketing 7th Edition Essex: Pearson <\/p>\n
Keegan, W. J. and Green, M.(2015) Global Marketing 8th Edition. Essex, Pearson Education Limited<\/p>\n
Kotler, P. and Keller, K. (2016) Marketing Management 15th Edition Essex: Pearson <\/p>\n
Schneider, Susan C., Barsoux, Jean-Louis (2002) Managing Across Culture 3rd Edition Harlow: Pearson<\/p>\n
Academic Journals:- <\/p>\n
Science Direct
\nJournal of Retailing
\nJournal of Business Research
\nJournal of Retailing and Consumer Services
\nEmerald
\nEuropean Journal of Marketing
\nJournal of Consumer Marketing
\nInternational Journal of Retail and Distribution Management
\nABI Inform \/ Pro Quest
\nAcademy of Marketing Science Review
\nJournal of Consumer Behaviour
\nJournal of Consumer Marketing
\nJournal of Consumer Research
\nEbsco Host EJS
\nInternational Journal of Research in Marketing
\nInternational Review of Retail, Distribution and Consumer Research
\nJournal of Consumer Marketing
\nYou can access all library information directly via the library website: http:\/\/library.lincoln.ac.
\n8. Lecture & Seminar Schedule
\nW\/C\tLecture 1\tLecture 2\tSeminar\t
\nRequired Reading Prior to Lecture (additional tasks given in seminars)<\/p>\n
1
\n26.09.16\tIntroducing Module
\nResearch Support- \tInternational Marketing \tNo Seminars\tChapter 1- Doole & Lowe
\nChapter 1Usunier & Lee
\n2
\n03.10.16\tEconomics & Trade
\nProf Ian Barnes
\n\tCulture Process<\/p>\n
\tIntroductions
\nForm Research Groups-\tChapter 2 – Doole & Lowe
\nEcontent: Localization Is the Key to Going Global With Content Marketing- Minski<\/p>\n
3
\n10.10.16\tCross Cultural Consumer Behaviour\tPipers Crisps
\nAlex Albone Marketing Director
\n\tCase study
\nThe Parable\tChapter 3- Doole & Lowe Chapter 5Usunier & Lee
\nJournal of Business Research: Hofstede’s dimensions of culture in international marketing studies – Soares Et.al
\n4
\n17.10.16
\n\tSocial & Cultural Considerations in International Marketing\tMarket Research
\nQualitative & Quantitative Research
\nNick Taylor \tMini Presentation Brief Pepsi
\nPipers Crisps
\n\tChapter 4 -Doole & Lowe Chapter 7Usunier & Lee
\nJournal of Business Research: Acculturation to the global consumer culture:
\nScale development and research paradigm -Cleveland & Laroche
\n5
\n24.10.16\tGlobalisation\tAcculturation\tMini Presentations
\nGroup Workshop
\n\tChapter 6 -Doole & Lowe
\nInternational Marketing Review: Global marketing managers: Improving global marketing strategy through soft skill development: Griffith & Hoppner
\n6
\n31.10.16<\/p>\n
\nRelationships in the International Supply Chains
\nDr. Martin Hingley<\/p>\n
\tSocial & Cultural Factors-International Marketing
\nDr. Nigel Hardiman
\n\tMini Presentations<\/p>\n
Case Study
\n\tChapter 10-Doole & Lowe
\nThe Management of International Distribution & Logistics
\nChapter 11Usunier & Lee International Distribution & Sales Channel
\nInternational Journal of Quality and Service Sciences: A standardised approach to the world IKEA in China – Johansson & Thelander
\n7
\n07.11.16\tInternational Product & Service Management
\n\tIntercultural Marketing Strategy
\nRuchi Aggarwal\tMonday 7th Landrover\/
\nJaguar Trip
\nCase Study
\n\tChapter 7 -Doole & Lowe – Market Entry Strategies
\nChapter 8Usunier & Lee- Intercultural Marketing Strategy
\nInternational Marketing Review: International e-marketing: opportunities & issues -Sheth & Sharma
\n8
\n14.11.16
\n\tInternational Communications\tMorgan KcKinley International Recruitment
\nGuest Lecture Gerald Fitzgerald\t
\nMini Presentations
\nPresentation Workshop
\n\tChapter 8 -Doole & Lowe
\nInternational Product & Service Management
\nKnowledge & Process Management Article: Global Market & Commercials:
\nUnderstanding Cultural Diversities – Calabrese Et. al
\n9
\n\tInternational Distribution & Sales Channel\tIntercultural Marketing Communications\tPresentations
\n\tChapter 9 -Doole & Lowe
\nInternational Communications
\nChapter 13 & 14 Usunier & Lee
\nIntercultural Marketing Communications
\nResearch for Presentation Preparation
\n10
\n\tPricing\tAssignment Support\tPresentations
\n\tChapter 11 – Doole & Lowe
\nPricing for International Markets
\nChapter 10Usunier & Lee
\nThe Critical Role of Price in Relational Exchange
\nCIO Wealth Management Research : Prices and earnings-anon<\/p>\n
11
\n\tWorking in a Global Environment
\nGuest Lecture Judy Turner\tInternational Marketing Testimonies
\n\tAssignment Support
\nClinic\tAssignment Research
\n12
\n\tSWOT\tTechnology
\n\tTestimony
\nWorkshop
\n\tChapter 12 – Doole & Lowe
\nTechnology Enabled Sustainable International Marketing<\/p>\n
\nAPPENDIX: 1
\nInternational Marketing & Customers
\nRESEARCH GROUP FORMATION<\/p>\n
GROUP\t___________<\/p>\n
\n\tNames and
\nStudent numbers\tEmail & Telephone
\n1.\t\t<\/p>\n
2.\t\t<\/p>\n
3.\t\t<\/p>\n
4.\t\t<\/p>\n
5.\t\t<\/p>\n
6.\t\t<\/p>\n
7.\t\t<\/p>\n
8.\t\t<\/p>\n
\nAppendix 2 :Group Presentation Assessment Grid
\nMKT9124M International Marketing & Customers
\nResearch Group:
\nNames and Student IDs:<\/p>\n
\n1st Marker:
\n2nd Marker: Date of Presentation:<\/p>\n
Seminar Group: Mark Awarded: \/100 (50% weighting)<\/p>\n
Assessment Criteria:\t<39
\n\t40-49
\n\t50-59
\n\t60-69
\n\t70+
\nContent (70%)
\nKnowledge\t\t\t\t\t
\nApplication\t\t\t\t\t
\nRecommendations \t\t\t\t\t
\nEvaluation \t\t\t\t\t
\nReferencing\t\t\t\t\t
\nStyle\/Clarity of Expression (10%)
\nClearly spoken\/good pace\t\t\t\t\t
\nEye Contact\t\t\t\t\t
\nEnthusiastic\t\t\t\t\t
\nPowerPoint Presentation (10%)
\nClear text\t\t\t\t\t
\nWell designed \t\t\t\t\t
\nHelped to support content\t\t\t\t\t
\nAbility to Answer Questions (10%)
\nConfident\/At ease\t\t\t\t\t
\nAnswer honestly\/accurately\t\t\t\t\t
\nEveryone answers a question\t\t\t\t\t
\nOther Comments<\/p>\n
Appendix 3: MKT9124M Individual Assessment Marking Grid<\/p>\n
Name & Student ID..
\nName of Marker…Grade..%<\/p>\n
\t* 1st\t1st\t2.1\t2.2\t3rd\tFail
\nClarity of expression\tExcellent\tFluent, clear.
\nCorrect use of terminology and
\nEnglish.
\nCareful proofreading\tVery clear<\/p>\n
Very few
\ngrammatical or
\nspelling errors\tMostly clear <\/p>\n
Most words
\ncorrectly spelt
\n\tSome points unclear
\nSlight misuse of
\nwords & grammatical errors
\nCareless proof reading\/edit\tDifficult to understand.<\/p>\n
Spelling grammar and general use of English needs urgent attention
\nReferencing \tComprehensive flawless & in Harvard style\tComprehensive and in Harvard style
\n\tComprehensive
\n\tReasonably extensive, but not full Harvard style\tLimited and\/or considerably removed from Harvard style\tNo referencing, reference list and\/ or bibliography<\/p>\n
Understand-ing, analysis and evaluation\tDemonstrates clear understanding of the market.
\nEvaluates concepts in relation to practice and theory
\nLogical, insightful and highly focussed\tClearly identifies defines and explains key issues.<\/p>\n
Relates theory and practice<\/p>\n
Use of insight and critical thought.\tIdentifies most issues.
\nGives clear explanations
\nGives some relevant illustrative examples<\/p>\n
Reflective stance on most points\tMisses some key points.<\/p>\n
Definitions and explanations generally clear<\/p>\n
\nSome attempts at evaluation\tSome irrelevant material. <\/p>\n
Misunderstands some concepts<\/p>\n
Unsupported assertions<\/p>\n
Descriptive rather than evaluative\tClear and consistent evidence of not understanding basic concepts<\/p>\n
Sweeping generalisations<\/p>\n
Regurgitates\/ cuts and pastes material<\/p>\n
No evidence of critical evaluation
\nConclusions\tReviews findings and discusses particular recommendations, identifies opportunities to further develop, providing excellent recommendations.\tProvides a strong evidence- based conclusion.
\nObjectives achieved with very good recommendations.\tConclusion largely backed by evidence<\/p>\n
\nObjectives mostly achieved\tLimited evidence base for conclusion.<\/p>\n
Objectives not fully achieved. \tLimited conclusion<\/p>\n
Objectives not achieved.
\n\tNo conclusion or limited conclusion unrelated to objectives
\nOriginality \tOriginal and creative ideas presented. Extends material into new areas, ideas and\/or applications
\n\tHigh level critical analysis<\/p>\n
Extends material into new areas, ideas and\/or applications
\n\tSubstantial evidence of personal thought.<\/p>\n
Some original material
\n\tSome evidence of personal thought
\n\tLittle evidence of personal thought<\/p>\n
\tNone<\/p>\n
\n