Global MBA

Module: Marketing
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Assignment Title: Global Marketing Strategies for Logistics
Assignment Type: Essay
Word Limit: 3000 words (+/- 300)
Weighting: 100%
Issue Date: 15/07/2024
Submission Date: 21/10/2024
Feedback Date: 11/11/2024

Plagiarism:
When submitting work for assessment, students should be aware of the
InterActive/Canvas guidance and regulations in concerning plagiarism. All submissions
should be your own, original work. Please note that you must not submit the same
assignment for two different modules within your course.
You must submit an electronic copy of your work. Your submission will be
electronically checked.

Learner declaration

I certify that the work submitted for this assignment is my own and research sources
are fully acknowledged.

Student signature: Date:

Harvard Referencing:
The Harvard Referencing System must be used. The Wikipedia, UKEssays.com or similar
websites must not be used or referenced in your work.

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Learning Outcomes:

LO1. Offer their conceptions of ‘marketing’ and describe and specify why (and how)
marketing acts as a functional process of discovering, creating, developing, and
delivering values.

LO2. Describe and analyse the processes of ‘market segmentation’ and ‘market
planning’ and specify what tools (and how they) can fundamentally support the
mentioned processes.

LO3. Express and specify what Sustainable Competitive Advantages are, and,
accordingly, to critically analyse why (and in what ways) marketing deals with the
creation of sustainable competitive advantages in the modern world.

LO4. Analytically describe what opportunities and challenges are met by different
organisations in rapidly changing business environments in the modern world. In
addition, you will be able to discover how marketing can support and/or face those
opportunities and challenges.

Assessment Criteria: Weighting 100%

Written Report: 3,000 words

Tasks (All tasks are equally weighted):

You are expected to develop a marketing plan for a logistics company looking to expand
its global presence whilst maintaining sustainable competitive advantage. Your plan needs
to incorporate the following sections:

1. Definition and importance of marketing: Provide a detailed overview of the

significance of marketing in the logistics industry, emphasizing its role in creating
and delivering value
2. Market segmentation and planning: Analyse the processes of market
segmentation and market planning in the context of the logistics industry
3. Sustainable Competitive Advantages (SCA): Specify what SCA are and
critically analyse how marketing can contribute to the creation of SCA in logistics
sector.
4. Global marketing strategies: Develop a global marketing entry strategy for the
logistics company.

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Submission Instructions:

• Compile a comprehensive essay that covers all topics.

• Ensure that your essay is clear, and well-organized.
• Prepare a document using the BSBI assignment template available in Canvas.
• Use Harvard referencing style for your bibliography.
• Refer to the Essay-Guide available in Canvas for further instructions.
• Submit your assignment electronically by the specified deadline.

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 GUIDANCE ON ASSESSMENT
All materials must be properly referenced under Harvard conventions. The length required is
3,000 words with tasks equally weighted. The writing style should be formal academic / report
writing style with in-text referencing to support your comments and observations. Originality,
quality of argument and good structure are required. The report should demonstrate sound
understanding and ability to apply knowledge and theory in hospitality context with additional
marks being awarded for juxtaposition and insight of issues.
Grading Criteria

Grading 70%+100 60-69% 50-59% 0 -49% Fail

Criteria
Generic skills: Comprehensive and Well structured Good report in most Very poor report
communication and correctly structured report which follows aspects but suffers which is incorrectly
presentation. assessment. Style appropriate format from variations in structured and
of writing is very but some aspects of quality and the contains major errors
fluent and develops layout and layout contains and omissions. Style
a coherent and referencing could some inadequacies. of writing is
logical argument. be improved. Style Style of writing is descriptive, lacks
Excellent of writing is fairly satisfactory. coherence and
referencing. fluent. Good Referencing needs fluency. Poor
referencing. improving. referencing.
Knowledge & Demonstrates Wide range of Good range of Very poor range of
Understanding excellent knowledge knowledge knowledge knowledge, research
of theory and demonstrated and demonstrated but and interpretation of
provides critical evidence of good with some room for information that is
theoretical understanding of improvement. Some subjective and lacks
underpinning. Very the topic. understanding conceptual
good interpretations Ability to interpret displayed of the coherence. There is
and summarising of and summarise topic. no clear identification,
main themes. succinctly. Summary and understanding or
interpretation are interpretation of main
satisfactory. themes.
Analysis Excellent use of Very good use of Use of theory and Very poor use of
theoretical and the theoretical and concepts limited in theory and very little
conceptual models conceptual models scope and depth but application of core
to guide analysis with good critical relevant. Application concepts.
linked with a critical discussion. Has could be improved Very little or limited
discussion of main applied a range of and there is a analysis and
themes. analytical skills with tendency towards evaluation in relation
Has demonstrated greater description rather to fundamental
an ability to independence and than application of principles and
discriminate in the understanding of concepts. business practise.
use of more more abstract data
abstract concepts or concepts.
and techniques.
Application of Logical presentation Very good account Good account of Very poor account of
relevant theory to of themes with of main themes with main themes with main themes with
business concepts appropriate sound application. some attempt at little or no application
examples being Good attempt at application. Limited between models and
demonstrated. applying models to evidence of argument.
Models have been the argument. Fairly synthesis.
clearly applied to good attempt at
the argument. synthesising the
salient points.

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