International Marketing
MKT303_T3_2019_International_Marketing_Assessment_03_v1 Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment 3 Information Subject Code: MKT303 Subject Name: International Marketing Assessment Title: Individual Report Assessment Type: Length: Written Analysis 1500 words (+/- 10% allowable range) Weighting: 40% Total Marks: Submission: 100 Online via Turnitin Due Date: Week 13 Your task ou are required to write a 1500-word international marketing plan for a contemporary Australian firm. Assessment Description This individual assessment will provide you with an opportunity to apply the relevant MKT303 concepts and theories for international marketing practices. It will build your capacity to recognise international opportunities and the development of a competitive marketing mix in the international context. Assessment Instructions Recently, Boost Juice has decided to re-enter the Chinese market. As a business consultant, you have been asked to provide an analysis of how the brand can succeed in China and develop a global marketing report. In preparation for this report, you should apply the following concepts and theories: (1) Hofstede's cultural dimensions; (2) Market segmentation, targeting, positioning; (3) Marketing mix; (4) Porter’s Diamond Model; (5) Porter’s Five Forces. The framework of your report must cover but is not limited to: • provide insight into the Boost Juice brand and evaluate the success of the brand in Australia and China. • Outline the marketing techniques used by the brand in Australia; • Compare and discuss the cultural differences that influence marketing decisions in these two countries; • Discuss which marketing techniques used in Australia would also be effective in China; • Provide recommendations as to how the Boost Juice brand can succeed in the Chinese market. Use a minimum of 8 credible sources to support your report, including corporate websites, journal articles, books and supporting industry/professional references. Weekly workshop slide decks and Wikipedia are not considered credible references. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assignment Submission This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. Number of days Penalty 1* - 9 days 5% per day for each calendar day late deducted from the total marks available 10 - 14 days 50% deducted from the total marks available. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students *Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty For more information, please read the full policy via https://www.kbs.edu.au/wp-content/uploads/2019/07/KBS_Assessment-Policy_June-2019_Final.pdf https://www.kbs.edu.au/wp-content/uploads/2019/07/KBS_Assessment-Policy_June-2019_Final.pdf Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Important Study Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade? Click here for answers to these questions: http://www.kbs.edu.au/current-students/student-policies/. Word Limits for Written Assessments Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded. Study Assistance Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information. http://www.kbs.edu.au/current-students/student-policies/ https://elearning.kbs.edu.au/course/view.php?id=1481 COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. MKT303 Assessment 3 Marking Rubric – Individual Report 40% Marking Criteria F (Fail) 0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% Introduction __/10 marks Does not state aims or scope A brief outline of aims or scope A broad outline of aims and scope A detailed statement of aims and scope Comprehensive statement of aims and scope. Critical Analysis __/20 marks -Analysis lacks depth, and interpretation lacking or irrelevant. -Analysis does not identify, define or apply relevant theories and concepts. -Analyses business-specific information to a limited degree. -Analysis identifies, defines and applies limited relevant theories and concepts. -Analyses business-specific information to demonstrate a good working knowledge. -Good working knowledge of relevant theories and concepts. -Analyses and interprets business-specific information to a high level of understanding. -Analysis convincingly identifies, defines and applies relevant theories and concepts. -Critically analyses and interprets business-specific information to an excellent level of understanding. -Analysis clearly identifies, defines and applies relevant theories and concepts. Use of sources /supportive evidence __/20 marks Research is either absent or lacks focus due to unsuitable choice of sources. Research effort limited, however evident; both in-text referencing and reference list employed. Research is focused, drawn from an appropriate range of scholarly sources, however, could be more extensive in nature. A high degree of research effort evident; quality selection and range of scholarly sources employed. Extensive research is evident; quality selection and range of scholarly sources employed Recommendations & Conclusion __/20 marks -Does not draw together the key findings of the analysis. -No real conclusion was apparent. -Draws together the findings of the analysis in an acceptable manner. -Acceptable conclusions with limited recommendations. -Draws together the key findings of the analysis in a well-written manner. -Good conclusions with several reasonable recommendations -Draws together the key findings of the analysis comprehensively. -Very good conclusions with many credible recommendations. -Draws together the key findings of the analysis comprehensively and convincingly. -Excellent evaluations with succinct & highly developed recommendations Grammar/Spelling __/10 marks Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your poster. Mostly correct grammar and spelling used throughout, with consistent minor and/or major errors. Mostly correct grammar and spelling used throughout, with occasional minor and/or major error(s). Correct grammar and spelling throughout the analysis, with the occasional minor error. Correct grammar and spelling throughout the poster with no errors. Report Format __/10 marks The format chosen for your report lacks thought and consideration for the intended audience. The format chosen for your report is appropriate, but major improvements would enhance its presentation. The format chosen for your report is appropriate, but some improvements would enhance its presentation. Your report is professionally presented and has been submitted in an appropriate format. Your report is professionally presented and have been submitted in an engaging format that easily