Individual Assessment – Essay 50%- Not a duplication of presentation Further research and development
Further developing on your research for Pipers Crisps write an essay to include the following:-
Identify 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.
To 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.
What 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
What 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
Week 11 Assignment Support Workshop Prepare and bring essay plan Q & A opportunity



Table of Contents

Section 1: Basic Module Data ……………………………………………………………………….3

Section 2: Module Synopsis ………………………………………………………………………….4

Section 3: Outline Syllabus……………………………………………………………………………5

Section 4: Module Learning Outcomes ..5

Section 5: Learning and Teaching Strategy / Methods ………………………………….5, 6

Section 6: Assessment…………………………………………………………………………..6, 7, 8

Section 7: Reading……………………………………………………………………………………..10

Section 8: Lecture and Seminar Schedule…..11, 12

Appendix 1: Research Group Formation Form 13

Appendix 2: Group Presentation Assessment Marking Grid .14

Appendix 3: Individual Assignment Assessment Marking Grid 15

Section 1: Basic Module Data

Module Title: International Marketing and Customers


Programme(s) in which this module appears:

MCs International Business
MCs Management and International Business
MCs Management

Code: MKT9124M

Credit Rating: 15 points

Level: Masters

Pre-requisites: None

Co-requisites: None

Barred Combinations: None

Section 2. Module Synopsis
The 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.
The 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.

Section 3. Outline Syllabus
The module typically covers the following areas:

– International market environment
– Application of the marketing mix from an international perspective
– Segmentation, target and positioning in the international market
– International market research
– Impact of culture on customer behaviour

Section 4. Module Learning Outcomes
LO1 Demonstrate critical awareness of the importance of marketing and its origins
LO2 Identify, explore and exploit the differences between international and domestic marketing
LO3 Understand and appraise the impact of the social and cultural environment on
international marketing decision-making and the messages perceived by target customers
LO4 Analyse and evaluate marketing requirements according to geographic location and cultural/social issues, identifying developmental scope for effective communication with customers

Section 5. Learning and Teaching Strategy/Methods
The 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.

Group Work
The 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.

Teaching and Learning: Our Expectations
The module includes a series of 2 hour lectures and 1 hour seminar each week.

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.

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 through a range of activities.

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.

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.

Please 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.).

Assessment Method Weighting (%) 2000 Words
Group Presentation 50%
Individual Assignment 50%

Group Presentation 50%
Each 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.

Presentation Brief:-

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

a) Identify a new target market
b) Analyse the attractiveness of the market for Pipers
c) Propose a market entry plan for Pipers

Ensure the work is academically underpinned and the correct Harvard Reference format applied.

In 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.
Effective 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.

Refer to Appendix 1 Group assessment grid on page 13.

A Good Presentation should:-

Include all group members
Address Task
Demonstrate creativity
Include relevant theory
Justify findings

Style/Clarity Expression
Clearly spoken/good pace-notes not script
Eye contact/smile
Well rehearsed

PowerPoint Presentation
Clear & Interesting
Well Designed
Bullet points only
Supports content
Avoids repetition

Ability to Answer Questions
Confident-at ease
Answer Honestly/accurately
Take turns to answer questions

Individual Assessment 50%

Essay 50%
Further developing on your research for Pipers Crisps write an essay to include the following:-

a) Identify current global/international marketing activity currently taking place with Pipers Crisps, identify both traditional and digital methods currently implemented.
b) To assist identifying potential opportunities for Pipers, explore how the competing luxury snacks market operate on an International Level.
c) What 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
d) What recommendations would you suggest to expand International Marketing activity for Pipers Crisps with consideration to traditional and digital methods

Ensure you apply the correct academic skills; including literature searching, academic writing styles, argumentation, secondary research and correct referencing.

Direct Harvard Refernce Link:-

Include a front cover stating:
– Name & student number
– Award (e.g. PG International Business)
– Seminar group and seminar tutors name
– Title
– Word count

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).

The work must be professionally presented.
Refer to Appendix 2 Individual assessment marking grid on page 14

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.

Ensure you have read the assessment question and instructions/guidance carefully and that you have answered all the questions/points required.
Use a good range of high quality sources (for example, journal articles, text books).
Avoid being too colloquial and use an academic writing style.
Be careful when using difficult words or jargon. Ensure you are using them correctly.
Revise 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.

It is your responsibility to keep your email receipt of your Turnitin submission.

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.

NOTE: Your seminar tutors will NOT read a draft of your work prior to submission.

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


Core Text

Doole, I., Lowe, R. and Kenyon, A. (2016) International Marketing Strategy 7th Edition. London: Cenage Learning

Usnier, J and Lee, J Marketing Across Culture 6th Edition, Harlow: Pearson (ebook)

Recommended Reading

Cateora, P., Graham, J. and Gilly, M. International Marketing 17th Edition McGraw

De Mooj, M. (2011) Consumer Behaviour and Culture 2nd Edition. London: Sage

Hollensen, S. (2017) Global Marketing 7th Edition Essex: Pearson

Keegan, W. J. and Green, M.(2015) Global Marketing 8th Edition. Essex, Pearson Education Limited

Kotler, P. and Keller, K. (2016) Marketing Management 15th Edition Essex: Pearson

Schneider, Susan C., Barsoux, Jean-Louis (2002) Managing Across Culture 3rd Edition Harlow: Pearson

Academic Journals:-

Science Direct
Journal of Retailing
Journal of Business Research
Journal of Retailing and Consumer Services
European Journal of Marketing
Journal of Consumer Marketing
International Journal of Retail and Distribution Management
ABI Inform / Pro Quest
Academy of Marketing Science Review
Journal of Consumer Behaviour
Journal of Consumer Marketing
Journal of Consumer Research
Ebsco Host EJS
International Journal of Research in Marketing
International Review of Retail, Distribution and Consumer Research
Journal of Consumer Marketing
You can access all library information directly via the library website:
8. Lecture & Seminar Schedule
W/C Lecture 1 Lecture 2 Seminar
Required Reading Prior to Lecture (additional tasks given in seminars)

26.09.16 Introducing Module
Research Support- International Marketing No Seminars Chapter 1- Doole & Lowe
Chapter 1Usunier & Lee
03.10.16 Economics & Trade
Prof Ian Barnes
Culture Process

Form Research Groups- Chapter 2 – Doole & Lowe
Econtent: Localization Is the Key to Going Global With Content Marketing- Minski

10.10.16 Cross Cultural Consumer Behaviour Pipers Crisps
Alex Albone Marketing Director
Case study
The Parable Chapter 3- Doole & Lowe Chapter 5Usunier & Lee
Journal of Business Research: Hofstede’s dimensions of culture in international marketing studies – Soares
Social & Cultural Considerations in International Marketing Market Research
Qualitative & Quantitative Research
Nick Taylor Mini Presentation Brief Pepsi
Pipers Crisps
Chapter 4 -Doole & Lowe Chapter 7Usunier & Lee
Journal of Business Research: Acculturation to the global consumer culture:
Scale development and research paradigm -Cleveland & Laroche
24.10.16 Globalisation Acculturation Mini Presentations
Group Workshop
Chapter 6 -Doole & Lowe
International Marketing Review: Global marketing managers: Improving global marketing strategy through soft skill development: Griffith & Hoppner

Relationships in the International Supply Chains
Dr. Martin Hingley

Social & Cultural Factors-International Marketing
Dr. Nigel Hardiman
Mini Presentations

Case Study
Chapter 10-Doole & Lowe
The Management of International Distribution & Logistics
Chapter 11Usunier & Lee International Distribution & Sales Channel
International Journal of Quality and Service Sciences: A standardised approach to the world IKEA in China – Johansson & Thelander
07.11.16 International Product & Service Management
Intercultural Marketing Strategy
Ruchi Aggarwal Monday 7th Landrover/
Jaguar Trip
Case Study
Chapter 7 -Doole & Lowe – Market Entry Strategies
Chapter 8Usunier & Lee- Intercultural Marketing Strategy
International Marketing Review: International e-marketing: opportunities & issues -Sheth & Sharma
International Communications Morgan KcKinley International Recruitment
Guest Lecture Gerald Fitzgerald
Mini Presentations
Presentation Workshop
Chapter 8 -Doole & Lowe
International Product & Service Management
Knowledge & Process Management Article: Global Market & Commercials:
Understanding Cultural Diversities – Calabrese Et. al
International Distribution & Sales Channel Intercultural Marketing Communications Presentations
Chapter 9 -Doole & Lowe
International Communications
Chapter 13 & 14 Usunier & Lee
Intercultural Marketing Communications
Research for Presentation Preparation
Pricing Assignment Support Presentations
Chapter 11 – Doole & Lowe
Pricing for International Markets
Chapter 10Usunier & Lee
The Critical Role of Price in Relational Exchange
CIO Wealth Management Research : Prices and earnings-anon

Working in a Global Environment
Guest Lecture Judy Turner International Marketing Testimonies
Assignment Support
Clinic Assignment Research
SWOT Technology
Chapter 12 – Doole & Lowe
Technology Enabled Sustainable International Marketing

International Marketing & Customers

GROUP ___________

Names and
Student numbers Email & Telephone








Appendix 2 :Group Presentation Assessment Grid
MKT9124M International Marketing & Customers
Research Group:
Names and Student IDs:

1st Marker:
2nd Marker: Date of Presentation:

Seminar Group: Mark Awarded: /100 (50% weighting)

Assessment Criteria: <39
Content (70%)
Style/Clarity of Expression (10%)
Clearly spoken/good pace
Eye Contact
PowerPoint Presentation (10%)
Clear text
Well designed
Helped to support content
Ability to Answer Questions (10%)
Confident/At ease
Answer honestly/accurately
Everyone answers a question
Other Comments

Appendix 3: MKT9124M Individual Assessment Marking Grid

Name & Student ID..
Name of Marker…Grade..%

* 1st 1st 2.1 2.2 3rd Fail
Clarity of expression Excellent Fluent, clear.
Correct use of terminology and
Careful proofreading Very clear

Very few
grammatical or
spelling errors Mostly clear

Most words
correctly spelt
Some points unclear
Slight misuse of
words & grammatical errors
Careless proof reading/edit Difficult to understand.

Spelling grammar and general use of English needs urgent attention
Referencing Comprehensive flawless & in Harvard style Comprehensive and in Harvard style
Reasonably extensive, but not full Harvard style Limited and/or considerably removed from Harvard style No referencing, reference list and/ or bibliography

Understand-ing, analysis and evaluation Demonstrates clear understanding of the market.
Evaluates concepts in relation to practice and theory
Logical, insightful and highly focussed Clearly identifies defines and explains key issues.

Relates theory and practice

Use of insight and critical thought. Identifies most issues.
Gives clear explanations
Gives some relevant illustrative examples

Reflective stance on most points Misses some key points.

Definitions and explanations generally clear

Some attempts at evaluation Some irrelevant material.

Misunderstands some concepts

Unsupported assertions

Descriptive rather than evaluative Clear and consistent evidence of not understanding basic concepts

Sweeping generalisations

Regurgitates/ cuts and pastes material

No evidence of critical evaluation
Conclusions Reviews findings and discusses particular recommendations, identifies opportunities to further develop, providing excellent recommendations. Provides a strong evidence- based conclusion.
Objectives achieved with very good recommendations. Conclusion largely backed by evidence

Objectives mostly achieved Limited evidence base for conclusion.

Objectives not fully achieved. Limited conclusion

Objectives not achieved.
No conclusion or limited conclusion unrelated to objectives
Originality Original and creative ideas presented. Extends material into new areas, ideas and/or applications
High level critical analysis

Extends material into new areas, ideas and/or applications
Substantial evidence of personal thought.

Some original material
Some evidence of personal thought
Little evidence of personal thought


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