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Faculty of Business Environment and Society

Module No: 307MKT Module: Global Marketing 2012-2013

Coursework: Beauty is in the eye of the beer-holder. Expanding the premium beer brand to UK: the case of Peroni

[Contributes 25% to total module mark]

Case study attached, with questions at the end of case study.

Submission by 4pm on Monday, 25 February 2012

Details of the arrangements for coursework submission are set out in the document "Coursework Submission". If you did not collect a copy of this document at enrolment you can download it from the BES Faculty website or collect a copy from William Morris reception. In September 2011 the University launched a new coursework assignment handling system, designed to ensure accurate submission records are maintained.  

From September you will be able to access a new assessment area in SOLAR to obtain details of submissions for the entire year.  Instead of completing an Assignment Submission & Declaration Form, you will need to print off a pre-filled coversheet, containing programme and submission details. 

You must also submit an electronic copy for plagiarism checking (via Turnitin on the module web). More details are given below.

This assignment must be submitted to William Morris reception.

Please note:
1. All work submitted after the submission deadline without an approved valid reason (see below) will be given a mark of zero. (This is not the same as a non-submission, as a late submission counts as an attempt and a mark of zero may allow you to resit the coursework.). 2. Short deferrals (extensions) of up to three calendar weeks can only be given for genuine "force majeure" and medical reasons, not for bad planning of your time. Please note that theft, loss, or failure to keep a back-up file, are not valid reasons. The short deferral must be applied for on or before the submission date. You can apply for a short deferral by submitting an Examination/ Coursework Deferral Application Form. Application Forms along with the supporting evidence should go to Student Support Office (WMG03). 3. Students MUST keep a copy and/or an electronic file of their assignment.

Turnitin
Please also submit an electronic copy of your assignment via the module web. (See instructions on module web). The electronic version of your assignment may be used to enable checks to be made using anti-plagiarism software and approved plagiarism checking websites.

Word Length: 1,750 words (+/- 10%)Maximum: 1,925 words. Minimum: 1,575 words.

Any penalties for not complying with word limits will be in accordance with University and Faculty policy. Ability to produce a coherent case study analysis which answers all given questions within a word limit is an integral part of the assessment.

Learning Outcomes Assessed

Research, critically analyse, discuss and synthesise the dynamics and key aspects of the international business environment and their affect on marketing performance;

Assessment Criteria

Demonstrate a breadth of knowledge and detailed understanding of the key criteria in researching and analysing international marketing environment.

Critically evaluate the opportunities and challenges to marketing activities within specified international market settings.

Analyse the effect of specific market conditions (economic, social, cultural) on marketing and business activities and apply relevant international marketing theories to your chosen marketing response.

Develop a coherent and well-presented report within specified word limit.

Return of Marked Work
Coursework marks will appear on Moodle two working weeks after the submission date. Marked work will be returned in class (lecture) March 15th 2013.

PLAGIARISM WARNING! – Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All...
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