Individual Written Assignment – Essay on Standardization and Adaptation
This document introduces the individual written assignment (essay) for the Undergraduate Part 3 module International Marketing. This assignment constitutes 60% of your overall module grade.
The purpose of this assessment is to show a critical discussion on standardization and adaptation in global marketing based on the brief below.
Theodore Levitt wrote an article titled ‘Globalization of Markets’ in 1983. In the article, Levitt envisioned a “homogenized global market,” meaning a global community where standardized, high-quality world products would be marketed in a standardized manner. He stated that: “. The result is a new commercial reality—the emergence of global markets for standardized consumer products on a previously unimagined scale of magnitude. Corporations geared to this new reality benefit from enormous economies of scale in production, distribution, marketing, and management. By translating these benefits into reduced world prices, they can eliminate competitors that still live in the disabling grip of old assumptions about how the world works. Gone are accustomed differences in national or regional preference. Gone are the days when a company could sell last year’s models—or lesser versions of advanced products—in the less-developed world. And gone are the days when prices, margins, and profits abroad were generally higher than at home.” Do you agree or disagree with Levitt? Please discuss and illustrate your arguments with real-life examples.
The following table shows which of the module learning outcomes are being assessed in this assignment. Use this table to help you see the connection between this assessment and your learning on the module
Module Learning Outcomes Being Assessed
Understand market considerations in an international environment
Analyze the impact of cultural, economic, and other environmental factors on international marketing efforts
Design a competitive marketing strategy in an international context
Discuss strategic options in the implementation of international marketing programs
The task for this assessment is to write an essay on the brief by Theodore Levitt shared in the previous section.
Students should be able to state their understanding, whether they agree or disagree with Levitt’s perception, and critically discuss the dilemma between product standardization and product adaptation for international firms, with the help of relevant academic resources, theories, and concepts, and discussions as well as additional real-life cases, contemporary or fundamental examples to support their view.
There are no minimum references required however a good critical discussion requires different perspectives to be included, therefore it is very important to include additional articles, ideally, 3-4 additional academic resources (journal articles, books, etc.) minimum to include opposing views or challenges to Levitt’s view.
Guidelines/Details of How to Prepare Your Submission
The first step in this assignment would involve reading the main resource of the discussion topic (Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92-102.Available at: https://hbr.org/1983/05/the-globalization-of-markets ).
After reading this article, you will need to continue researching this topic to gather different views on the topic from different authors/researchers/marketers. Please make sure to plan the structure of the assignment before you start writing as there is a word limit. As part of your argument development, you are expected to provide a critical discussion, considering relevant concepts, theories, and literature to support your answer
The assessment criteria to be used for marking this piece of work
Refer to the marking criteria rubric at the end of this document
Self-Regulation: Make sure That You.
Organize your time efficiently to be able to conduct the required research and reading. This is a long assignment that requires an in-depth level of critical discussion.
Three Key Pieces of Advice Based on the Feedback Given to the Previous Cohort who completed This Assignment
For Group Work Only:
Elements of Group Working:
☐ Classroom briefing by Module Convener ☐ Regular meetings of all team members
☐ Record and keep evidence of meetings (agenda/minutes) ☐ Record attendance and member contributions
☐ Team reflection document
☐ Submit Peer Assessment required
Formatting Guidelines
Prepare your essay with 1-inch margins all around, double-spaced, font size 12, Arial (inclusive of title page, and any appendices if you have- the appendices section is not required, it is only optional) for the main body of the text. Deviations from the set formatting guidelines will be penalized with a 5 mark deduction. This level of strictness is to ensure optimal length consistency (and therefore fairness) for all submitted student assignments in this module. The title page should include the module number and your word count.
Word Limit/Guidance and Penalty Applied
The word length for the essay is 2750 words at least. Please indicate the word count on the title page. Appendices and the reference list do not count as part of the word count, everything else does.
Referencing Style Harvard.
Guidance on Academic Misconduct (including using Turniting practice area)
You are encouraged to put a draft of your work through the Turnitin practice area to satisfy yourself that the work is your original work. You can find this in your module area on Blackboard. You can seek advice from the Module Convener or your Program Administrator.
Point of Submission: Turnitin, via Blackboard
Late Submission Penalty: ☒ The University standard penalty apply other: Click or tap here to enter text.
Plagiarism:
☒ The University’s standard policy on Academic Misconduct applies to others: Click or tap here to enter text.
Timing of feedback:
☒ Within 15 days of submission deadline ☐ when examinations marks are released ☐ Other Click or tap here to enter text.
Type of feedback:
☒ Mark ☐ Generic Feedback
☐ Individual Feedback ☒ Comments are written on the assessment
☐ Audio Feedback ☐ Video Feedback
☐ Breakdown of Mark
Location of Feedback: ☒ other: Rubric, group feedback
☐ Blackboard ☒ Turnitin ☐ RISIS other: Click or tap here to enter text.
Assessment Criteria Rubric for Marking
Module Code: MM335 International Marketing Individual Written Assignment 2020-2021
GRADE BANDS FIRST CLASS 2:1 2:2 3RD (THRESHOLD) FAIL
ASSESSMENT CRITERIA
80+ OUTSTANDING
70 – 79 EXCELLENT
60 – 69 VERY GOOD
50 – 59 GOOD
40 – 49 SATISFACTORY
39 AND BELOW
Content: Knowledge and Understanding
Outstanding knowledge and in-depth understanding of principles and concepts on the choice of international product strategy and in particular, adaptation and standardization of products and services in different markets.
Excellent knowledge and in-depth understanding of principles and concepts on the choice of international product strategy and in particular, adaptation and standardization of products and services in different markets.
Very good knowledge and in-depth understanding of principles and concepts on the choice of international product strategy and in particular, adaptation and standardization of products and services in different markets.
Good knowledge and in-depth understanding of principles and concepts on the choice of international product strategy and in particular, adaptation and standardization of products and services in different markets.
Satisfactory knowledge and in-depth understanding of principles and concepts on the choice of international product strategy and in particular, adaptation and standardization of products and services in different markets.
Inadequate knowledge and in-depth understanding of principles and concepts on the choice of international product strategy and in particular, adaptation and standardization of products and services in different markets.
Content: Use of Resources
Extensive evidence of integrating appropriate supplementary sources
Evidence of extensive reading of supplementary sources
Evidence of reading a range of supplementary sources
Evidence of reading directed reading and some supplementary sources
Evidence of basic reading only
Little or no evidence of reading
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