MKTM026 International Marketing Communications

The Assessment Task



This assignment has been designed to allow students the opportunity to explore the issues of international marketing communications from the perspective of a real organisation facing the difficulties presented by an increasingly international competitive environment and changing customer needs. It also allows the students to apply the Marketing Analytics models for a data decision making on the Key Challenges that their business analysis highlights.


Choose a Firm/Brand for a product or service that is sold internationally or globally. For the selected Firm/Brand, produce the first part of a Marketing Communications Plan.
To do so you are required to:

  • Adopt the SOSTAC process (for AS1 you need to focus on Situation Analysis, Objectives and Strategies, while the other stages will be in AS2);


  • Analyse the market by choosing one of the following options:
    1. a specific Country (not your own country though) or
    2. a Geographic Region or
    3. adopt a Global approach.

You need to collect detailed primary or secondary data to analyse the chosen market, in terms of Competitors, Consumers, those data will be necessary to apply Marketing Analytics models and support your choices.

  • For the chosen market you are required to define the Firm/brand Objectives.


  • You have to choose a target segment and support your choice by analysing the most relevant quantitative and qualitative aspects.


  • Produce a perceptual map by using the MKTG Analytics approach.


  • Define a positioning strategy, provide your recommendations that have to be supported by a critical analysis based on the data and models applied. You must include sufficient insights on communication contents and messages that will underpin the defined positioning.


  1. please check your chosen brand with your lecturer to get it approved before proceeding.
  2. given the word limit it is recommended to produce a sufficient amount of graphs and data visualisations that have to be shortly argued/interpreted as supporting arguments.


Learning Outcomes

The learning outcomes that are being assessed in this assessment are: a, b, d, e, f, (c will be in AS2).
On successful completion of the module and in relation to the specialised area of study, students will, with minimal / no guidance be able to:

Subject-Specific Knowledge, Understanding & Application

  1. Evaluate the inter-relationships of international marketing communication management with other business functions and the planning of integrated marketing communication(s)
  2. Critically evaluate the composition and significance of key factors that may impact on the formulation of integrated marketing communication strategies in an international context.
  3. Analyse and assess the synergies to be gained from the effective integration of marketing communications tools and techniques.
  4. Develop strategies and plan campaigns for a range of different scenarios, using both analytical and creative skills to identify appropriate activities and media.


Employability & Changemaker Skills

  1. Act autonomously to produce appropriate informed decisions in the context of international marketing communication planning.
  2. Communicate effectively by drawing on evidence / literature to support an extended argument related to international marketing communication theory and/or practice.

Your grade will depend on the extent to which you meet these learning outcomes in the way relevant for this assessment. Please see the grading rubric at the end of this assessment brief for further details of the criteria against which you will be assessed.

Word Limits (where appropriate)

The maximum word limit for this assessment is 1600 words
In accordance with the Assessment and Feedback Policy, as stated in section 4.40 where a submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment item. Abstracts, bibliographies, reference lists, appendices and footnotes are excluded from any word limit requirements.
In line with section 4.41 of the same Policy, where a submission is notably under the word limit, the full submission will be marked on the extent to which the learning objectives have been met.

Assessment Support

Along the first and second part of the module there will be formative assessments (E-tivities and exercises) with tutor feedback to support an optimal level of learning and application. Even if those activities are not graded, they strongly contribute to your Assessment development and should not be considered as optional. In addition, there are two planned sessions for AS1 support as portion of weeks 24 and 25 workshops where a Q&A session is combined with 1-2-1 in a separate room.

Generic Grading Criteria

You will find the generic grading criteria for achievement at  University Grading Criteria.  Also explained here are the meanings of the various G grades at the bottom of the grading scale.

Assessment Submission

To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the relevant submission point to upload your report. The deadline for this is 11.59pm (UK local time) on the date of submission.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software.  Turnitin checks student work for possible textual matches against internet available resources and its own proprietary database.
When you upload your work correctly to TURNITIN you will receive a receipt which is your record and proof of submission.
If your assessment is not submitted to TURNITIN rather than a receipt you will see a green banner at the top of the screen that denotes successful submission.
N.B Work emailed directly to your tutor will not be marked. The only exception to this is when you are instructed to do so because TURNITIN is down. 

Late submission of work

For first sits, if an item of assessment is submitted late and an extension has not been granted, the following will apply:

  • Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade.
  • More than one week from original deadline – maximum grade achievable LG (L indicating late).


The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.
For full details please refer to the Extensions Policy.  The module leader can, where appropriate, authorise a short extension of up to two weeks from the original submission date for first sits only.
 Mitigating Circumstances
For guidance on Mitigating circumstances please go to Mitigating Circumstances  where you will find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.

Grading rubric

Grading rubric is in the following page, anyhow please consider the following guidelines.

  • Structure and clarity of expression

The fundamental features of well-structured work are expected as the norm at this level.  There will be proper attention to the type and style of the assignment and the work should remain clearly focused, follow a logical sequence and clear sense of direction even though multiple complex issues are addressed and be produced to a high professional standard.

  • Content and understanding

Extensive knowledge and detailed understanding is expected, but it is how this knowledge is used in analysis which is equally, if not more important.  Capable students will demonstrate an authoritative awareness of relevant issues facing the organisation and their significance for contributing to an informed, critical review of the Firm/Brand context data and its consequences for the proposed plan.

  • Analysis/Evaluation

Students should demonstrate an ability to identify collect and critically evaluate the key issues and key data, which are most relevant to the successful development of a new integrated marketing communications plan for the organisation.  The ability to appraise and evaluate the current market situation and the suitability of prospective strategies to fit those conditioning factors and the range of stakeholders involved using appropriate concepts, theories or frameworks as well as data collection, is expected and students should be able to demonstrate the contribution of disciplinary methodologies to providing a viable solution to the problems posed by the case.

  • Reading/Research and Referencing

Reading should extend beyond essential texts and / or general texts and encompass specialist texts as well as the extensive use of journal articles, periodicals including professional/industry publications in order to demonstrate a detailed and systematic knowledge base, depth of understanding and practical professional insights.  The proper, accurate presentation of quotations and references and research data is expected, and inaccuracies will be penalised, as will the overreliance on a single source or limited sources of information.

  • Application to industry

Students should demonstrate the ability to integrate theory into practice and increasing abilities to suggest viable solutions to the problems of the case organisation within the reality of the sector and environment in which it operates also demonstrating the ability to develop a realistic and viable strategic vision in the industry context.

  • Synthesis and Originality

Students should be developing the ability to demonstrate the advanced skills of synthesis.
Providing solutions to unpredictable professional situations when necessary offering both creativity and originality whenever possible to meet that challenges presented by the case study.

  • Marketing Analytics

The use and application of Marketing Analytics has to be at an appropriate level of detail starting from a good level of data collection (primary or secondary research) and the level of analysis and analytical methods applied have to support the Firm/brand case analysis, strategies and tactics.

Generic Grade Criteria

These are the criteria required to achieve each classification at:
Level 7 

An outstanding Distinction A+
Work which fulfils all the criteria of the grade below, but at an exceptional standard
A very strong Distinction A Work of distinguished quality which is evidenced by an authoritative comprehensive, detailed and systematic knowledge base and understanding for specialised area of study.  A key feature will be the ability to work with creativity and originality using knowledge and insights at the forefront of the area of study.  There will be a confident grasp of disciplinary methodologies for the discipline/area of study which will be consistently reflected in both own research and advanced scholarship, effectively integrating advanced skills of analysis, synthesis, evaluation and application on a firm foundation of critical facility.  Work will be characterised by strong technical expertise to high professional standards, and there will be sustained evidence of confident, autonomous operation and judgment in complex and unpredictable professional situations both in relation to working with others and in relation to own functioning.  Self-direction, creativity, practical understanding will be combined to demonstrate the qualities expected of an effective self-critical independent learner exercising excellent measured judgment and will be a consistent feature of work.
A clear Distinction A- Work of very good quality which displays most but not all of the criteria for the grade above.
An outstanding merit B+ Work of highly commendable quality which clearly fulfils the criteria for the grade below but shows a greater degree of capability in relevant advanced intellectual or specialised skills.
A  very strong Merit B Work of commendable quality demonstrating a detailed and systematic knowledge base and understanding in specialised areas, informed by critical awareness of current issues, research based/theoretical insights at the forefront of the area of study.  This will be supplemented by a good comprehensive understanding of disciplinary methodologies relevant to own research or advanced scholarship, which will be reflected in work which integrates skills of advanced analysis, synthesis, evaluation and application with critical awareness.  There will be some evidence of originality in application of skills/knowledge, underpinned by good technical expertise which permits confident, autonomous operation in a range of complex and unpredictable professional situations.  The ability to work autonomously, as a self-critical independent learner exercising good and considered judgment, will be a consistent feature of work.
A Merit B- Work of good quality which contains most, but not all of the characteristics of the grade above.
An  Outstanding Pass C+ Work which clearly fulfils the criteria for the grade below but shows a greater degree of capability in relevant advanced intellectual or specialised skills.
A Very Good Pass C Work of capable quality which clearly demonstrates a systematic understanding of knowledge in specialised areas and a critical awareness of current issues, research based/theoretical knowledge at the forefront of the area of study, together with a sound understanding of methodologies applicable to own research or advanced scholarship.  There may be limitations to the application of this knowledge and/or conceptual understanding of advanced scholarship, but there will be evidence of critical awareness in relation to analysis, synthesis, evaluation and application.  The ability to exercise initiative as an independent and self-critical learner in complex and unpredictable professional contexts will be demonstrated, as will threshold levels of technical expertise, although the scope of expertise may be limited.
A Pass C- Work of satisfactory quality which contains most, but not all of the characteristics of the grade above.
Fail F+ Work which indicates some evidence of a systematic, coherent and analytical engagement with key aspects of the field of study, including familiarity with current scholarship, and evidence of ability to utilise specialised skills, but which also contains significant limitations.
  F Work that falls well short of the threshold standards in relation to one or more of knowledge, intellectual, subject based or key skills at this level.
  F- Work of poor quality which is based on only minimal understanding, application or effort.  It will offer only very limited evidence of familiarity with knowledge or skills appropriate to the field of study at this level.
  AG Work submitted but academic misconduct proven, and penalty given was to award AG grade
  LG Work submitted but given an LG grade due to late submission
  NG Work submitted but work comprises no value
  G Nothing presented


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