MKTCLC01 International Marketing Assignment Brief 2025/26 | APD
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| University | Academy of Policy and Development (APD) |
| Subject | MKTCLC01 International Marketing |
MKTCLC01 ASSIGNMENT BRIEF
Module Code: MKTCLC01
Module Title: International Marketing
Assessment Type: On Campus
Hand-in Date: September 22, 2025
Title: Marketing wins and fails: a study of global brands
1. Assignment objectives
This group project aims to:
- Learn from real examples of international marketing success or failure
- Develop basic research, writing, and presentation skills
- Practice teamwork and apply international marketing concepts
- Promote creativity, storytelling, and audience interaction during presentations
2. Instructions on assessment
Each group (5 students) must select a real company and a product/service it attempted to introduce into a foreign market. You may choose:
- One success story
- One failure story
- Or both (one success + one failure)
Your group must provide:
- A written report (10,000 words / 30 pages, including visuals)
- An interactive and creative in-class presentation (5–7 minutes)
Support your analysis with academic theories, models, frameworks, and relevant references. Your report and presentation should tell the story of the case, explain what happened, and offer your own analysis and recommendations.
3. Report Requirements
Your report must include the following sections:
Cover page
- Title, group number, group members’ names and student IDs, module, instructor, submission date
- Word count (excluding visuals/references)
Table of contents
Introduction (1–2 pages)
- What is international marketing?
- What is the purpose of this report?
Company & product overview (2–3 pages)
- Company background
- Product/service details
Target market description (3–4 pages)
- Country overview: culture, economy, consumer behavior
- Why did the company choose this market?
Marketing strategy used (4–5 pages)
- Analysis using the 4Ps: Product, Price, Place, Promotion
- Cultural adaptation (language, packaging, habits, etc.)
What happened? (3–4 pages)
- Was the entry a success or failure?
- What were the results and consequences?
Analysis (5–6 pages)
- Why did it succeed or fail?
- Marketing mistakes or smart moves
- Theoretical explanations using marketing concepts
Group insights (3–4 pages)
- What would you do differently?
- What did your group learn?
- How can this case help future international marketers?
Conclusion (1–2 pages)
References
- Use at least 5 academic sources (books, journal articles, websites)
- Use Harvard Referencing Style
Note: Appendices are not allowed. All essential information should be part of the main report.
4. In-Class Presentation Requirements
- Duration: 5–7 minutes per group
- All members must speak
- Use simple English
- Creativity is strongly encouraged
Your group must:
- Use slides, posters, props, role-play, videos, mock ads, product samples, or storytelling formats
- Include at least one interactive element (e.g., audience question, poll, quiz, short roleplay, group task)
- Present your case study like a story: who, what, where, when, why, how
Presentation tips:
- Keep slides visual — avoid full paragraphs
- Use real examples, visuals, charts, and possibly product mockups
- Practice your delivery — aim for clarity, energy, and confidence
5. Word count policy
The word count (10,000 words max) must be declared on the cover page.
The following are not included in the word count:
- Title & contents page
- Glossary
- Reference list
Note: In-text citations are included in the word count.
6. Submission of Assessment
Each group must submit the following by email to QDNG21@GMAIL.COM before the deadline:
- Report (PDF or Word .docx)
- Presentation slides (PowerPoint .pptx only)
- Contribution note (signed by all members, scanned as PDF)
Email Subject Example:
Group 3 – IKEA China – Final Report Submission
Important:
- Attach files directly — do not share Google Drive links
- Include a short email body message summarizing the submission
7. Evaluation rubrics (Report & Presentation)
| Criteria | Excellent (80–100%) | Good (65–79%) | Satisfactory (50–64%) | Needs Improvement (<50%) | Weight |
|---|---|---|---|---|---|
| 1. Content (Research, Accuracy) | Demonstrates excellent understanding with in-depth, accurate research; all key issues are addressed and well-explained. | Research is accurate and mostly complete; addresses most key issues with good understanding. | Basic research done; some inaccuracies or gaps in information; key points may be underdeveloped. | Limited or poor research; significant inaccuracies; fails to address important aspects of the topic. | 30% |
| 2. Structure & Organization | Information is logically organized with a clear flow; sections are well-connected; formatting enhances readability. | Generally well-organized; minor lapses in flow or connection between ideas. | Some structure present, but ideas may appear disconnected or jumpy; lacks clear transitions. | Poor organization; hard to follow; missing or poorly structured sections. | 15% |
| 3. Language (Clear English) | Language is consistently clear, grammatically correct, and easy to understand; professional tone maintained. | Minor grammatical or vocabulary issues; mostly clear and easy to understand. | Noticeable grammar or clarity issues; meaning sometimes unclear. | Frequent grammar errors; language unclear or inappropriate; difficult to understand. | 10% |
| 4. Visuals / Support Materials | Visuals are highly relevant, well-designed, and enhance understanding of the topic. | Visuals are appropriate and support the presentation effectively. | Visuals used but may be unclear, generic, or not well-integrated into the message. | Visuals are missing, irrelevant, or poorly constructed; no real value added. | 10% |
| 5. Teamwork (Equal Participation) | All members contributed equally and meaningfully; clear collaboration and shared responsibility. | Most members contributed; some imbalance in participation but still collaborative. | Uneven participation; one or two members did most of the work. | Minimal teamwork; major imbalance in contribution; lack of cooperation evident. | 10% |
| 6. Creativity & Audience Engagement | Highly creative approach; original ideas; effectively engages audience through interaction, visuals, or storytelling. | Some creative elements; audience moderately engaged; approach is interesting. | Limited creativity; basic engagement; approach is conventional. | Lacks creativity; passive delivery; no audience engagement or interaction. | 15% |
| 7. Presentation Delivery | Confident, clear, and engaging delivery by all team members; excellent time management. | Good delivery overall; minor issues with clarity or timing; most members presented well. | Uneven delivery; lack of confidence or preparation; poor time balance between speakers. | Poor delivery; reading from slides; little to no preparation or rehearsal evident. | 10% |
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