MARK2312 International Marketing Assessment 2 Brief 2026 | DMU

MARK2312 Assignment Brief

Assessment Information-What you need to do

On-line assessment: Essay style. 1000 words (10% above or less than word count is acceptable) Examination Type: Written Online Assessment-Essay style

Examination Weighting: 40%

Words: 1000 words (10% above or less than word count is acceptable)

1. Write your Student name and DMU P number on front page of your answer document which should be a word document.
2. Write the module title and code on your Word document.
3. Clearly state which question you answered
4. Please read full instructions before commencing writing.
5. Attempt “ONLY ONE” question from the THREE questions provided.
6. Answers to the exam questions should not be more than 1000 words. Allowable is 10% more (+) or less (-) word count is acceptable.

Note: 10% mark is allocated to the above identified areas.

Criteria for Assessment – How you will be marked

This assignment is designed to assess the following learning outcomes:

1) Describe the complexities and challenges in the international marketing environment.
2) Analyse the concepts at play in different international environments.
3) Ability to determine suitable market entry modes for domestic and international firms.
4) Design of international marketing programmers for new selected market.
5) Students will be open to and generate new ideas.
6) Students will apply new ideas to existing concepts.
7) students will be aware of the social and environmental responsibilities of marketing

Note on Excellence Performance (70-100%)

1) Responds to all of the question identified in the selected option. This should cover the use of relevant and appropriate examples and quality references.
2) Displays exceptional degree of originality. That is a student has not involved in extensive and unnecessary copying of existing materials but is able to interpret sources and draw relevant points and implications in write up.

Note:

A) To prevent copying of tutor’s guide these companies not allowed tumble Amazon British Airways TESCO Starbucks, and McDonalds
B) Avoid copying existing materials or translating a YouTube case study to your
C) High level of similarity to existing case study or using the listed companies a attraction of marks to 25 mark
3) Exceptional Competence: Analytical, problem-solving and/or creative skills. Students should demonstrate ability to use key international marketing principles or relevant marketing terminologies from the literature, show exceptional understanding and application of relevant concepts fluently and correctly. Follows the Answer Guide: No fault can be found with the work other than very minor errors, for example minor typographical issues

Further information on University mark descriptors can be found here.

Assessment Details

Question 1

Al Explain political risk analysis.
8) Explain political risk components and importance for businesses operating in international markets
How can the differences between home and host countries be assessed effectively? Use examples in your answers whenever possible.

In your explanation, define clearly the concept of political risk, explain how it creates uncertainty. assess the impact of political risks between home and foreign countries. Discussively with real-life example to support your discussion
Note, each explanation carries 25 marks and the use of examples is essential to gain full marks 15% 10% mark will be allocated to overall presentation.

Question 2

A. Discuss the standardisation versus adaptation for advertising and social media.
B. Provide one example for each strategy.
C. Highlight positives and negatives of both approaches for international brands.
D. Differentiate between product marketing adaptation and product marketing standardisation.

In your explanation, define standardisation and adaptation, illustrate the motives of the standardisation and adaptation, one example required for each approach, three key positives and three key negatives of the approaches. Differentiate between product marketing adaptation and product marketing standardisation by discussing the marketing mix elements, use a real-life marketing campaign example for a local company desiring international marketing.
Note, discussion on the differentiation between the two approaches carries 15%, each example carries 25 marks, 25 marks for positives and negatives. 10% mark will be allocated to overall presentation.

Question 3

A. Identify culture elements and explain how it might affect organisational decision- making in foreign markets.
8. How can ethics play a role in marketing decision making?
C. Provide relevant examples to illustrate your answer.

In your explanation, define some cultural elements (include at least three elements), illustrate your understanding about the elements, illustrate its importance in strategic decision making. Ability to make international marketing strategic decisions based on cultural trait, link your discussion with Hofstede’s cultural dimensions.
Note, each element carries 20 marks and the use of examples is essential to gain full marks. 10 mark for understanding its importance to make a strategic decision, 20 marks for linking the discussion with theory. 10% mark will be allocated to overall presentation.

Question and Answer Guide

How to Submit your Assessment

The assessment must be submitted by 12:00 noon (GMT/BST) on 08/04/2026. No paper copies are required. You can access the submission link through the module web.

• 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.
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.

All work submitted after the submission deadline without a valid and approved reason will be subject to the University regulations on late submissions.

If an assessment is submitted up to 14 days late the mark for the work will be capped at the pass mark of 40 per cent for undergraduate modules or 50 per cent for postgraduate modules

o if an assessment is submitted beyond 14 calendar days late the work will receive a mark of zero per cent

The above applies to a student’s first attempt at the assessment. If work submitted as a reassessment of a previously failed assessment task is submitted later than the deadline the work will immediately be given a mark of zero per cent which is marked a pass/fall rather than gwn a percentage mark is submitted later than the deadline, the work will immediately be marked as a fall The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline-these wants should be beyond your control and not easy to predict. if this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a dederal, which takes you to the next ament period (for example, to the re-sit period following the main Assessment Boards). You must apply before the deadline. You will find information about applying for extensions and deferrals here.

Students MUST keep a copy and/or an electronic fie of their agrement

Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites

Return of Marked Work

You can expect to have feedback returned to you on 9″ of May 2026. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. It is important that you access the feedback you receive as this will help to make improvements to your later work, you can request a meeting with your Module Leader or Personal Tutor to discuss your feedback in more detail.

Marks will have been internally moderated only, and will therefore be provisional your mark will be formally agreed later in the year once the external examiner has completed their re More information on assessment and feedback can be found here

Academic Integrity

in submitting a piece of work for assessment it is essential that you understand the University’s requirements for maintaining academic integrity and ensure that the work does not contravene University regulations. Some examples of behaviour that would not be considered acceptable include plagiarism, re-use of previously assessed work, collusion with others and purchasing your assignment from a third party.

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