International Marketing

© ATHE LTD 2017
13022017 Version 1.0

Please note that this sample assignment is for our new suite of level 7 qualifications
in strategic management which became available on October 1st 2016.

Unit J/615/2696 International Marketing

Level 7 15 Credits

Related Qualifications

ATHE Level 7 Diploma in Management 603/0629/4
ATHE Level 7 Extended Diploma in Management 603/0630/0

Sample Assignment

You have recently joined the marketing team at Kickerco, a company which has been trading
nationally for many years. The company would like to start to trade internationally. The
company has recruited you because you have worked for organisations which have traded
internationally and they want to use your experience and expertise to assist in the
development of this area of work.

Task 1 – Formal brief

The senior management team have asked you to brief them on the implications of
international marketing for organisations in general. Write a formal briefing paper for the
senior management team to read.

In the briefing paper you must:

 assess the market research requirements for international marketing

 analyse how the business case for international marketing can be justified

 assess the risks which must be considered for international marketing.

Extension activities:
To gain a merit grade you must also:
evaluate different methods of international marketing.

To gain a distinction grade you must also:
analyse the way in which financial and pricing issues may affect international
operations.

LO1, ACs 1.1, 1.2, 1.3, 1M1, 1D1

Task 2 – Report

The senior management team would now like you to use your knowledge and experience of
operating in international markets to help them to understand how to develop an
international marketing strategy. Write a report for the senior management team. In the
report you must:

 analyse the features of international markets

 evaluate the operational considerations that should be taken into account when
developing an international marketing strategy

© ATHE LTD 2017
13022017 Version 1.0

 analyse the characteristics of an international marketing strategy.

Extension activities:
To gain a merit grade you must also:
evaluate the legal implications associated with developing and implementing an
international marketing strategy.

To gain a distinction grade you must also:
choose an organisation you know well or one where you have access to detailed
information. Evaluate the chosen organisation’s international marketing strategy.

LO2, ACs 2.1, 2.2, 2.3, 2M1, 2D1

Task 3 – Presentation

The senior management team would now like to understand the requirements of
international marketing communications. Develop a presentation with an accompanying
handout for the senior management team. You do not need to actually deliver the
presentation. In the presentation you must:

 evaluate the way in which local customs, culture, language and ethical
considerations may affect marketing communications

 assess the role of technology in international marketing communications

 assess the implications and requirements of different sales and marketing
communications strategies.

Extension activities:
To gain a distinction grade you must also:
Analyse the concept of “glocalization” and review its impact on communications.

LO3, ACs 3.1, 3.2, 3.3, 3D1

© ATHE LTD 2017
13022017 Version 1.0

Guidelines for assessors
The assignments submitted by learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for
the unit. To achieve a merit or distinction grade, the learners must demonstrate that they have achieved all the criteria set for these grades.
Where work for the pass standard is marginal, assessors can take account of any extension work completed by the learners. The suggested
evidence listed below is how learners can demonstrate that they have met the required standards.

Task
number

LOs and AC Suggested evidence
PASS

Suggested additional
evidence MERIT

Suggested additional
evidence DISTINCTION

1. LO1, AC 1.1,
1.2, 1.3, 1M1,
1D1

The briefing paper must be written in a format
suitable for a senior management team. The
learner must use available information to make a
judgement about the market research
requirements for international marketing. The
learner must break down and examine in detail
the ways in which an organisation can justify the
business case for international marketing. The
learner must examine the risks organisations
must consider for international marketing
assessing each one in turn and make a
judgement about their relevance and importance.

The learner must examine
strengths and weaknesses
of different methods of
international marketing
and must make a valid
conclusion or reasoned
judgement.

The learner must break down
and examine in detail the way
in which both financial and
pricing issues may affect
international operations.

2. LO2, AC 2.1,
2.2, 2.3, 2M1,
2D1

The report must be written in a format suitable for
a senior management team. The learner must
break down and examine in detail the features of
international markets, using examples to
illustrate the points made. The learner must
judge from different perspectives and make
conclusions about the operational considerations
that an organisation should take into account
when developing an international marketing
strategy. The learner must break down and
examine in detail the characteristics of an
international marketing strategy.

The learner must examine
and judge the legal
implications associated
with developing and
implementing an
international marketing
strategy.

The learner must choose an
appropriate organisation and
then consider the strengths and
weaknesses of the chosen
organisation’s international
marketing strategy, making a
reasoned judgement.

3 LO3, AC 3.1,
3.2, 3.3, 3D1

The presentation and the accompanying handout
must be developed in a format suitable for a

The learner must break down
into parts and examine the

© ATHE LTD 2017
13022017 Version 1.0

senior management team. The learner must
judge and make valid conclusions about the way
in which local customs, culture, language and
ethical considerations may affect marketing
communications. The learner must make a
judgement about the role of technology in
international marketing communications using
examples to support the assessment. The work
on the implications and requirements of different
sales and marketing communications strategies
must be detailed and lead to reasoned
judgements.

concept of ‘glocalization’ and
revisit the positive and negative
aspects of its impact on
communications.

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