Critically analyse and synthesise the dynamics and key aspects of the international business environment and their effect on marketing performance. 3.Examine and critically evaluate globalisation
6032MKT Global Marketing CW2 Assignment Brief 2025/26 | Coventry University
6032MKT Assignment Task
This is an individual assignment.
In the lifecycle of a business, expansion into international markets is a critical strategic decision that requires thorough analysis. For this assignment, you will assume the role of a marketing consultant for one of the following UK-based plant-based food companies (THIS, The Meatless Farm or Planty).
Your task is to develop a comprehensive International Market Entry Plan for expanding into a selected South American country where the company currently has minimal or no presence.
Report Structure:
- A cover page with title of the assignment, your student ID, and total word count
- Table of contents
- An Introduction summarising the company, its current marketing mix, and rationale for expanding into a specific South American country.
- Macro, Meso and Micro environmental Analysis using PESTLE and Porter’s Five Forces.
- A Globalisation vs Localisation evaluation focusing on marketing mix adaptation or standardisation.
- A detailed cross-cultural marketing strategy by recommending a suitable market entry mode and suggesting appropriate marketing activities adapted to local culture.
- Acknowledgement of use of AI tools (if any)
- References (not included in word count)
- Appendices are optional (not included in word count)
Word Count
The word count is 3,000 words excluding references. The word limit includes quotations and citations. There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
Use of Artificial Intelligence (AI):
This assessment is categorised as AMBER for the use of AI. You may use AI for the following only:
- Inspiration: using AI tools to generate research questions or topic.
- Summarising and consolidating notes: using AI tools to summarise notes or to consolidate notes.
- Presentation: using AI tools to present data in an accessible format such as by generating, graphs, charts, tables, slides, images, word-clouds, animations, or captions.
- Checking: using AI tools to proofread work.
Submission Instructions:
The assessment must be submitted by 18:00 hours on 4/12/2025. No paper copies are required. You can access the submission link through Aula.
- Please ensure that you have submitted your work using the correct file format; unreadable files will receive a mark of zero. The College accepts Microsoft Word documents only. PDF files will not be accepted.
- Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
- All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
- Students MUST keep a copy and/or an electronic file of their assignment.
- You need to acknowledge how you have used any AI tool by inserting a table as per the example below before your list of references:
| Tool | How used in this Assignment? |
| e.g. ChatGPT-3.5 | Suggestions of topics |
| e.g. Microsoft Copilot | Consolidating notes |
Marking and Feedback
How will my Assignment be Marked?
Your assignment will be marked by the module team.
How will I receive my grades and feedback?
Provisional marks will be released once internally moderated.
Feedback will be provided by the module team alongside grades release via Turnitin.
Your provisional marks and feedback should be available within 2 weeks (10 working days).
What will I be marked against?
Details of the marking criteria for this task can be found at the bottom of this assignment brief.
Assessed Module Learning Outcomes
The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:
1. Critically analyse and synthesise the dynamics and key aspects of the international business environment and their effect on marketing performance.
3.Examine and critically evaluate globalisation versus localisation issues related to the marketing function.
4. Propose and justify relevant marketing strategies and activities within specified cross-cultural
Administration of Assessment
Attempt Type: Standard
Component Code: Cw2
6032MKT cw2 Assessment Marking Criteria
| Use of Theory, Concepts and Models | Analysis, Evaluation and Application | Conclusions, Market Entry Plan & Global vs Local Strategy | |
| 80 to 100% | Exceptional use of international marketing and cultural models fully contextualised to the selected company and market. | Exceptional depth and breadth in analysing micro/macro environments with clear, critical evaluation and insight. | Exceptional critique and conclusions are strategic, and evidence led.Market entry plan is culturally aligned. Global vs local issues are explored and synthesised with originality. |
| 70 to 79% | Excellent application of a wide range of relevant concepts and models with strong contextual relevance. | Excellent analysis and evaluation of key market and cultural factors with critical insights. | Excellent critique and conclusions. Entry plan is clear and feasible.Global vs local strategy is critically assessed and well justified. |
| 60 to 69% | Very good use of appropriate theories and concepts; mostly well applied to context. | Very good level of analysis with thoughtful evaluation of international and cultural dynamics. | Very good conclusions. Entry plan is sound and culturally informed, global vs local issues are clearly considered. |
| 50 to 59% | Good understanding and use of theory, though sometimes lacking in consistency or depth. | Good analysis with some evaluation. Reasonable interpretation of market/cultural environment. | Good conclusions and feasible recommendations. Entry plan is valid but lacks some depth. Global vs local thinking is present but limited. |
| 40 to 49% | Outcomes met. Satisfactory understanding of theory, with limited application to context. | Outcomes met. Analysis is mostly descriptive with limited evaluation. Cultural aspects underdeveloped. | Outcomes met. Conclusions are satisfactory and sometimes unclear. Market entry plan is present but lacks relevance, minimal engagement with global vs local issues. |
| 30 to 39% (Fail) | Outcomes not met. Limited and inaccurate use of theory; weak relevance to the topic. | Outcomes not met. Limited analysis with superficial understanding of market conditions and culture. | Outcomes not met. Conclusions and entry plan lack coherence or realism. Minimal discussion of global vs local strategy. |
| 0 to 29% (Fail) | Outcomes not met. Minimal or no understanding of relevant theory. | Outcomes not met. No meaningful analysis or evaluation of market and cultural dynamics. | Outcomes not met. No coherent conclusions and market entry plan absent or irrelevant. No engagement with global vs local issue |
