EduQual Diploma in Business and Marketing Strategy (SCQF

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EduQual Diploma in Business and Marketing Strategy (SCQF Level 11) ASSIGNMENT ONE: GLOBAL MARKETING STRATEGY AND STRATEGIC MANAGEMENT

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BMS Assignment 1 (SCQF), October 2015 Copyright © EduQual Ltd. 2015

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Contents Assessment Guidelines ....................................................................................................................... 2

Context ................................................................................................................................................ 2

Confidentiality ..................................................................................................................................... 2

Assessment Criteria and mark sheets ................................................................................................. 2

Tutor guidance .................................................................................................................................... 2

Word count ......................................................................................................................................... 2

Referencing and professionalism ........................................................................................................ 3

Plagiarism and collusion...................................................................................................................... 3

Assignment One: Global Marketing Strategy and Strategic Management ............. Error! Bookmark not

defined.

Task 1 .................................................................................................................................................. 4

Task 1 Slide Count ........................................................................................................................... 4

Task 1 Word Count for Notes .......................................................................................................... 4

Task 1 – Assessment Criteria and Mark Scheme ................................................................................ 5

Task 2 .................................................................................................................................................. 6

Task 2 Word Count (formal report) ................................................................................................ 6


Task 3 .................................................................................................................................................. 8

Task 3 Word Count (formal report) ................................................................................................ 9


Assessment Criteria for all Assessments ........................................................................................... 13

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Assessment Guidelines Learners of EduQual qualifications must complete the tasks given in the assignment brief approved

by EduQual. Learners are able to request assistance from tutors about completing the tasks, mark

schemes and grade descriptors. Learners are expected to adhere to policies and guidelines set out by

the centre which includes word/page/slide count, and plagiarism/collusion.

Context Learners are required to refer to the guidance notes and assignment brief in order to present an

answer that would fall within the required context.

Confidentiality Learners must seek permission and advice when using organisational/business information that

would be considered sensitive or confidential within their assignments. If the organisation’s consent

is given, and anonymity is a given requirement of the organisation, then the learner must respect

this.

Assessment Criteria and mark sheets The assignment brief will include the mark scheme along with grade descriptors for learners to refer

to if needed. The guidance notes before the assignment questions should be used for reference in

order to ensure that learners are equipped with the information and formats required. Learners are

requested to obtain necessary advice on assignment context, format and other supporting

information to clarify and help understand the requirements.

The assessment criteria and the mark sheets will help learners identify how and where the

marks have allocated and allow them to structure their answers accordingly. Please note that

learners must achieve a minimum of 40% of the marks allocated for each task and that the

average mark awarded to all tasks of an assignment must be a minimum of 40% of the overall

marks awarded.

Where a task requires coverage of more than one learning outcome, work submitted for each

learning outcome of the task will be assessed to ensure it is of sufficient standard (i.e. would

achieve a minimum of 40% were it to be marked on its own).

Tutor guidance Learners are allowed one piece of feedback for draft answers they present. Any subject-related

questions relating to the module can also be directed to the tutor.

Word count It is mandatory that learners adhere to the specified word count given in the assignment brief within

a margin of -/+10%. For certain tasks, the assignment brief may specify the page count depending on

the task requirement, and although a word count may not always be applicable for these, the page

count must be adhered to at all times. All tables, charts, diagrams, referencing (in-text) will be

considered a part of the assignment word count.

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If the task requires learners to make a presentation, the word count will only be applicable to the

notes provided. The assignment questions may also specify the number of slides, in which case the

learners are also required to adhere to this.

Any supporting documents used to reinforce a learner’s answer need to be attached at the end of

the report as appendices. Such supplementary material will equip the examiner with the required

background knowledge on the information provided within the report. However, these will not be

considered for grading nor as part of the word/page count.

All assignments submitted with clear disregard for the stipulated page/word counts may be

discounted, and the learners may have to resubmit his/her work for assessment pending

revision/review of their work.

Referencing and professionalism To ensure that learners follow a professional stance at all times, they must:

Use the Harvard system of referencing for all citations and references (including in-text)

Use professional, formal English in presenting their work

Refrain from writing in a first-person perspective (i.e. ‘I’, ‘We’, ‘Me’, etc. should not be used

within the answer).

Learners should bear in mind that marks are awarded for professional format and presentation, and

that considerable marks can be awarded for validity and quality of referencing. Therefore,

referencing and professionalism will be assessed in every task.

Plagiarism and collusion Plagiarism and collusion will be considered an academic offence and will be dealt with as a serious

issue.

Plagiarism can be defined as: the presentation of the work of another author without appropriate

referencing and/or attribution (leading to the false assumption that the learner is the originator of

the text).

Collusion can be defined as a circumstance in which: two or more learners present work with

distinct similarities in concept and ideas.

Learners must have access to valid plagiarism software (i.e. Turnitin) to assess ‘similarity index’

between their work and work that has been published elsewhere. This Turnitin report must be

submitted along with their final assignment scripts for reference purposes.1

Excessive referencing (i.e. where unneeded/irrelevant) will also be considered an academic offence,

which will lead to learners being penalised in marks awarded for structure and format of their work

or, in serious cases, leading to the work of learners being discounted as unfit for assessment. Such

matters will be decided by academic panel along with EduQual.

1 Note that centres must provide their learners with access to Turnitin software or else submit learners’ work for analysis

via Turnitin upon receiving learner assignment scripts. In either case, the Turnitin report must be included with the submission of any learner work for assessment.

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Assignment One: Global Marketing Strategy

and Strategic Management Task 1 This task constitutes 28% of the overall mark. 10% of the overall marks for any task must be given to

‘Structure and Format’.

Select an organisation with which you are familiar and assume that you are the marketing

executive of the organisation. Your organisation is considering the launch of a new

product/service.2 The marketing manager has asked you to prepare a presentation for the board

to summarise the current business strategy. Your presentation must cover the following aspects:

1. Compare your organisation’s value and mission statements with its current business

objectives. Within your answer you should:

Explain the importance of strategic planning for an organisation

Contrast differences in approach between profit and not for profit sectors

Devise and develop new goals and objectives for selected organisation

SM: LO 1 (pcs 1.1, 1.2, 1.3)

2. Conduct a situational market analysis for your organisation, including the external factors that

affect your chosen organisation, and assess how the opportunities and threats you have

identified relate to the organisation’s strategic objectives and competitive position. Your

responses to this question should evaluate:

How external factors (e.g. a change in government, and/or the needs and expectations of

shareholders) can affect business strategy

SM: LO 1 (pc 1.1); LO 2 (pcs 2.1, 2.2); MMIP: LO 1 (pcs 1.1, 1.2, 1.3)

3. Given the above, devise an outline of a strategy plan for the chosen organisation which

includes consideration of stakeholder needs, resource requirements (including

communications) and explain the monitoring and evaluation systems that would be used to

assure its effectiveness.

SM: LO 4 (pcs 4.1)

Task 1 Slide Count 20 slides maximum, including introductory and summary slides.

Task 1 Word Count for Notes 1500 maximum.

2 The new product or service must be determined by the candidate and not replicated from an existing product or service offered by the organisation.

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Task 1 – Assessment Criteria and Mark Scheme Assessment Criteria Marks

allocated Comments Mark

Given Compare your organisation’s value and mission statements with its current business objectives. Within your answer you should:

Explain the importance of strategic planning for an organisation

Contrast differences in approach between profit and not for profit sectors

SM: LO 1 (pcs 1.1, 1.2, 1.3)

30 Evaluation of the role of strategic planning in

meeting organisational objectives

Analysis of selected organisation’s alignment of

value and mission with objectives

Discuss and suggest goals for a selected

organisation in both profit and not-for-profit

sectors that align with values and mission,

analysing differences in approach to strategic

planning in the two sectors

Conduct a situational market analysis for your organisation, including the external factors that affect your chosen organisation, and assess how the opportunities and threats you have identified relate to the organisation’s strategic objectives and competitive position. Your responses to this question should evaluate:

How external factors (e.g. a change in government, and/or the needs and expectations of shareholders) can affect business strategy

SM: LO 2 (pcs 2.1, 2.2); MMIP: LO 1 (pcs 1.1, 1.2, 1.3)

40 Use of models such as PESTEL, Porter’s 5 Forces,

Scenario Planning, SWOT.

Carry out a stakeholder analysis of an

organisation and identify needs and

expectations, and likely impact

Use of tools such as Porter’s 5 Forces, PESTEL

and SWOT analyses

Portfolio analysis using BCG, Ansoff matrices, product life-cycle and six markets models as appropriate Identification of opportunities and threats from the above analyses to the organisation’s strategic objectives and competitive position, with proposed responses NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard

Given the above, devise an outline of a strategy plan for the chosen organisation which includes consideration of stakeholder needs, resource requirements (including communications) and explain the monitoring and evaluation systems that would be used to assure its effectiveness. SM: LO 4 (pcs 4.1)

20 Incorporate: all stakeholders; resource requirements and constraints; communication processes needed; critical evaluation of the plan

Structure and Format

Relevance to the tasks, professional tone and format of response (2 marks)

Harvard Referencing (8 marks)

In-text citation

Bibliography, listed correctly and correlates to references made

Accurate, correctly-formatted footnotes

Integration of: supporting concepts, frameworks, critical thinking

10

Total Mark 100

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Task 2 This task constitutes 28% of the overall mark. 10% of the overall marks for any task must be given to


Your board has approved the development of a marketing strategy for your new product or

service and wants to focus on the organisation’s global market. They have asked you to develop a

detailed report that focuses on the following key issues:

1. Propose, then analyse, the main processes of new product/service selection and evaluation for

the global market. In so doing and for the new product/service, evaluate:

The appropriateness of various market testing and selection techniques

Ethical and CSR issues

GM: LO 2 (pcs 2.1, 2.2, 2.3)

2. Design and evaluate a framework for an integrated strategic marketing plan to support

successful business in your chosen organisation. Your response should cover a review of the

risks and competitive position of your organisation in its chosen market and:

Evaluation and selection of options available for strategic planning and evaluation of the

tools available to you

The marketing objectives/targets for your campaign, timescales and the tools you expect to

use in framing the plan

Evaluating success of the plan noting advantages and disadvantages of various campaign

channels and identification of improvements that may be made for the future

MMIP: LO 2 (pcs 2.1, 2.2, 2.3); SM: LO3 (pcs 3.1, 3.2, 3.3)

3. Design, review and evaluate the marketing campaign needed to drive the success of your

overall strategic plan. Your response should show evaluation of the campaign channels and

promotional mix. In reviewing the risks and competitive position of the organisation in its

current market, justify decisions and choices you have made with analysis of performance

against your intended objectives.

MMIP: LO 3 (pcs 3.1, 3.2, 3.3)

Task 2 Word Count (formal report) 5000 words maximum.

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Task 2 – Assessment Criteria and Mark Scheme

Assessment Criteria Marks allocated

Comments Mark

Propose, then analyse, the main processes of new product/service selection and evaluation for the global market. In so doing and for the new product/service, evaluate:

The appropriateness of various market testing and selection techniques

Ethical and CSR issues GM: LO 1 (pcs 2.1, 2.2, 2.3)

20 Apply tools such as the ‘design funnel’ to

evaluate and select which ideas (e.g. as

generated through brainstorming) to take

forward for a chosen scenario

Evaluate the feasibility, acceptability and

vulnerability to failure of new product/service

ideas

Evaluate ethical issues that may arise for the

selected new products/services (e.g. impact on

local producers – cut flower trade in Africa,

clothing industry in Bangladesh , etc.)

Design and evaluate a framework for an

integrated strategic marketing plan to

support successful business in your chosen

organisation. Your response should cover

a review of the risks and competitive

position of your organisation in its chosen

market and:

Evaluation and selection of options

available for strategic planning and

evaluation of the tools available to

you

The marketing objectives/targets for

your campaign, timescales and the

tools you expect to use in framing the

plan

Evaluating success of the plan noting

advantages and disadvantages of

various campaign channels and

identification of improvements that

may be made for the future

MMIP: LO 2 (pcs 2.1, 2.2, 2.3); SM: LO3

(pcs 3.1, 3.2, 3.3)

40 Evaluation of models used in LO 1 Detailed framework of activities for a plan, including objectives, scheduling, use of tools, and monitoring and control activities. Evaluation of success in meeting objectives,

timeframes and other elements of the plan,

and identification of possible improvements

in future

Design, review and evaluate the marketing

campaign needed to drive the success of

your overall strategic plan. Your response

should show evaluation of the campaign

channels and promotional mix. In

reviewing the risks and competitive

position of the organisation in its current

market, justify decisions and choices you

have made with analysis of performance

against your intended objectives.

MMIP: LO 3 (pcs 3.1, 3.2, 3.3)

30 Evaluate possible channels, the promotional mix and types of advertising and media Detailed version of the framework from LO2

above, with reasons for choices made

Identify SMART objectives for each element of your detailed plan, and monitor performance against these objectives NB work submitted for each learning outcome of the task should be assessed to ensure it is of sufficient standard


Relevance to the tasks,

10

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professional tone and format of response (2 marks)


In-text citation




Total Mark 100

Task 3 This task constitutes 28% of the overall mark. 10% of the overall marks for any task must be given to


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Your board has accepted your report on the marketing strategy for the new product or service, but

wants you to explore the impact that this may have on the organisation. They have asked you to

develop a further report that focuses on the following key issues:

1. Evaluate appropriate innovation protection methods for the organisation’s new product or

service and critically evaluate the risks associated with not protecting the organisation’s

innovation.

GM: LO 3 (pcs 3.1, 3.2)

2. Evaluate the potential of appropriate marketing and communication strategies to the

identified international market for your new product or service. You harness a range of

information sources for your data and should include in your response:

Evaluation of product life cycles in home and internationally given consideration of all

relevant factors such as cultural issues where relevant

Explanation of the factors involved in selection of products/services for nominated markets

Critical evaluation of each strategy you have decided to use

Assure the effective use of the obtained information

GM: LO 4 (pcs 4.1, 4.2, 4.3)

3. Identify and evaluate global strategies for your organisation, focusing on the processes. Use

this information to design your global strategy, and identify appropriate measures to mitigate

issues of globalisation.

GM: LO 5 (pcs 5.1, 5.2, 5.3); LO 1 (pc 1.3)

Task 3 Word Count (formal report) 3000 words maximum.



Comments Mark

Evaluate appropriate innovation protection methods for the organisation’s new product or service and critically evaluate the risks associated with not protecting the

30 Consideration of each main method of

protecting IP for selected products/services (e.g.

copyright legislation, patents, trademarks,

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organisation’s innovation. GM: LO 3 (pcs 3.1, 3.2)

licensing, permissions management, etc.)

Evaluation of risk probability and impact on

organisational profits, reputation, etc.

Consideration of effectiveness (or lack of) of IP

protection in target countries

Evaluate the potential of appropriate

marketing and communication strategies

to the identified international market for

your new product or service. You harness a

range of information sources for your data

and should include in your response:

Evaluation of product life cycles in

home and internationally given

consideration of all relevant factors

such as cultural issues where relevant

Explanation of the factors involved in

selection of products/services for

nominated markets

Critical evaluation of each strategy

you have decided to use

Assure the effective use of the

obtained information

GM: LO 4 (pcs 4.1, 4.2, 4.3)

30 Evaluate product life-cycles in home and new

markets, IP protection issues, cultural and

demographic issues, exchange rate risks, etc.

Selection of products/services for named

markets, PESTEL and SWOT analyses, use of

existing target country data to evaluate

opportunities

Critical evaluation of each strategy

Identify and evaluate global strategies for your organisation, focusing on the processes. Use this information to design your globalisation strategy, and identify appropriate measures to mitigate issues of globalisation. GM: LO 5 (pcs 5.1, 5.2, 5.3), LO 1 (pcs 1.3)

30 Evaluation of internal and external factors that

would facilitate global expansion in a large

organisation: e.g. cultural factors, product

standardisation vs. adaptation (e.g. in the car

and washing powder industries), foreign

ownership restrictions etc

Design an outline project plan for the

globalisation process.

Evaluation of risks and their mitigation (e.g. non-

enforcement of copyright and patent legislation,

bribery and corruption).




In-text citation




10

Total Mark 100

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Task 4

This task constitutes 16% of the overall mark. 10% of the overall marks for any task must be given to


Your board have asked you to develop a further report that focuses on the following key issues:

a) Evaluate the importance of demographic, geographic, economic, technological, socio-

cultural political and legal factors for firms considering entry to global markets, using a

chosen specified firm, product/service and market

b) For your chosen firm, product and market above, evaluate entry strategies based on

exporting, joint ventures and direct investment, making an appropriate evidence-based

recommendation to the firm

GM LO 1 ( pcs 1.1, 1.2, 1.3)

Task 4 Word Count (formal report) 2000 words maximum


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Comments Mark

Identify and evaluate relevant factors when considering entering particular international markets. You should include how the organisation will:

Utilise various information sources to acquire relevant data

Ensure the reliability and validity of each source of information

GM: LO 1 (pcs 1.1)

50 Evaluate demographic, geographic, economic,

technological, socio-cultural, political and legal

factors for the chosen market using PESTEL

analysis of country specific data.

Identify and evaluate appropriate market entry methods to enter specified international markets GM: LO 1 (pcs 1.2)

40 Evaluation of exporting, joint ventures or direct

investment as suitable strategies for the chosen

organisation and market




In-text citation




10

Total Mark 50

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Assessment Criteria for all Assessments

Marks Criteria 70-100 The answer submitted has an outstanding result with negligible amount of mistakes.

The answer shows an appreciative level of knowledge and clear understanding of related models, theories and frameworks. Analytical techniques used show the wide area of knowledge the learner has.

The ability to apply and contextualise the models, theories and frameworks are clearly recognisable.

The analysis and the use of research data, as well as the ability to use the data to reach acceptable and accurate conclusions is exceptional.

Answers show independent thought and clarity of the learner answer has led to an overall focused and evaluative answer.

The answer has followed proper Harvard referencing.

60-69 The answer shows an above average standard with few errors.

The answer shows a decent level of knowledge and fairly clear understanding of related models, theories and frameworks. There is a very good level, and use of, analytical techniques that is obvious throughout the answer.

The ability to apply and contextualise the models, theories and frameworks are of a good standard.

The analysis and the use of research data, as well as the ability to use the data to reach acceptable and accurate conclusions is above average level.

Answers show independent thought and clarity of the learner answer has led to an overall focused and evaluative answer with little inconsistency.

The answer has followed proper Harvard referencing.

50-59 The answer shows an above average standard with errors.

The answer shows a general level of knowledge and a fairly clear understanding of related models, theories and frameworks. There is a good level, and use of, analytical techniques that is obvious throughout the answer.

The ability to apply and contextualise the models, theories and frameworks are of a reasonable standard. However, the link between theory and practical knowledge appears to be restricted/limited.

The answer shows more assumptions than conclusive deductions/evidences and valid arguments. However, the ability to interpret and evaluate is evident.

Answers show independent thought and clarity of the learner answer has led to an overall focused and evaluative answer with some inconsistencies.

The answer has followed Harvard referencing at an acceptable level.

40-49 There are several shortcomings throughout the answer.

The knowledge level reflected in the answer is limited, especially in understanding of related models, theories and frameworks.

The case material has been repeated instead of evidencing knowledge.

The use of analytical techniques is inadequate.

A certain level of relevance is evidence in Harvard referencing.

30-39 Answer submitted is quite weak and lacks proper focus.

The answer shows a number of spelling errors and/or poor grammar/syntax.

The lack of understanding in subject knowledge, related models, theories and frameworks is evident.

Contextualisation, interpretation, and evaluation are of a poor standard.

Reflects only basic levels of Harvard referencing.

0-29 Requires more work on answering skills; overall output is well below the required standard. Answer has little relevance to the assignment briefs. Spelling/syntax poor.

Little or no evidence of appropriate subject knowledge.

Use of models, theories and frameworks is quite poor.

Little to no evidence of, and/or unacceptable mistakes in, Harvard referencing.

The overall Pass Mark must be a minimum of 40% when averaging together the marks

obtained for each task. Marks given to each task of the assignment must be an absolute

minimum of 40% of the marks available for that task.

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EduQual Diploma in Business and Marketing Strategy (SCQF