IMA7001 International Marketing Management

ASSESSMENT BRIEF

 

Assessment Number	Assignment 1
Assessment Type (and weighting)	Report – 4500-word report (Weight 100%)
Assessment Name	Strategic Case Study Report: Global Marketing in Crisis
Assessment Submission Date	12th July 2026

 

Learning Outcomes Assessed:

On successful completion of this Module, you will be expected to be able to:

 

LO1	Critically evaluate the challenges faced by managers in the development and deployment of global marketing strategy
L02	Understand and apply a range of alternative models and concepts in dealing with complex global marketing planning issues to achieve competitive advantage
LO3	Critically evaluate the processes and outcomes in the implementation of the global marketing planning process
L04	Successfully deploy relevant critical, analytical and academic skills in an extended piece of writing related to global marketing

 

Use of Generative Artificial Intelligence (GAI) Applications in this Assessment

 

AI Status	Application	Notes
Category A	No GAI tool is permitted.	While grammar and/or spell checkers may be used to correct individual words and sentences, the use of GAI is not allowed. This is because the learning outcomes require you to produce original assessment work without any GAI assistance Any GAI generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct.

 

Scenario: Brief Background on the E-Commerce Sector

 

The e‑commerce sector is widely recognised as one of the most transformative and rapidly expanding segments of the global economy, characterised by accelerating digitalisation, shifting consumer behaviour, and intensifying competition across both established and emerging markets (Kotler and Keller, 2022). The proliferation of smartphones, high‑speed internet, and digital payment infrastructure has fundamentally redefined how consumers discover, evaluate, and purchase products. This has compelled organisations to invest heavily in personalisation technologies, logistics innovation, and seamless omnichannel experiences to remain competitive on a global scale (Chaffey and Ellis‑Chadwick, 2019).

Major multinational platforms such as Amazon, Alibaba, Shopify, and eBay operate in highly saturated and price‑sensitive environments, where customer acquisition costs, platform dominance, and last‑mile delivery efficiency are critical determinants of sustained competitive advantage (Grant, 2021). External forces are also significantly reshaping the sector’s strategic landscape. Geopolitical tensions, particularly between the United States and China, have increased regulatory scrutiny concerning cross‑border data flows, foreign platform ownership, digital taxation, and supply chain resilience (Witt, 2019). Simultaneously, evolving data privacy regulations, including the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA), have compelled e‑commerce firms to reassess their customer data strategies, targeted advertising models, and consent management frameworks across diverse jurisdictions (Culnan and Bies, 2020). The post‑pandemic acceleration of digital commerce has further intensified consumer expectations for hyper‑personalised and frictionless shopping experiences, making artificial intelligence, predictive analytics, and real‑time inventory management central pillars of global e‑commerce strategy (Sheth, 2021). Sustainability and ethical considerations have also grown in strategic importance within the sector. Concerns related to the environmental impact of digitalisation, including high energy consumption, electronic waste, and the sustainability challenges associated with technology-driven business models, have increased pressure on e‑commerce organisations to integrate Environmental, Social, and Governance (ESG) principles into their strategic and operational frameworks (Rosario and Dias, 2023). Consumer trust, once primarily driven by price and convenience, is increasingly influenced by brand transparency, ethical sourcing, and demonstrable corporate responsibility. Collectively, these dynamics render the e‑commerce sector a strategically complex and highly dynamic environment, where global marketing decisions must balance growth ambitions, technological capability, regulatory compliance, cultural localisation, and evolving stakeholder expectations.

 

Assignment Task(s)

 

You are required to select a multinational corporation within E-commerce sector that has faced significant global marketing challenges in the past five years (2020-2025) and develop a comprehensive strategic global marketing plan addressing all four learning outcomes. The report should demonstrate advanced critical appraisal of relevant concepts and theories regarding their application in the global strategic marketing planning process.

 

• Executive Summary: (At the beginning of the report)

Provide a concise executive summary that offers a brief overview of the chosen organisation and the key global marketing challenges it is facing, followed by a clear synthesis of the main aspects of global marketing plan.

 

• Global Marketing Challenge Analysis

 

Critically evaluate the main global marketing challenges your chosen organisation is facing. Analyse the issues and their impact on international strategic decisions.  Evaluate current climate, political, economic and cultural pressures the organisation is facing across globe and is making marketing across different countries more complex and challenging

 

• Design and Evaluate New Global Marketing Plan

 

Develop a strategic global marketing plan addressing the identified challenges. The plan should explain how the organisation creates customer value, adapts to market conditions, strengthens brand positioning, and enhances its marketing mix, digital communications, and international market entry strategies, while critically evaluating a range of theoretical models used, including their strengths, limitations, and contribution to sustainable competitive advantage.

 

• Reflection

 

Reflect on your semester/block journey. Critically discuss how this module has enhanced your understanding and appreciation of the processes and outcomes involved in the implementation of the global marketing planning process of your chosen organisation.

 

 

 

 

Marking Scheme:

Global Marketing Challenge Analysis – 20%

Design and Evaluate New Global Marketing Plan – 40%

Critical Evaluation of Models – 20%

Reflection – 10 %

Format and Structure- 5%

Research and referencing – 5%

 

Reference List for scenario – to be integrated into your assignment:

Chaffey, D. and Ellis‑Chadwick, F. (2019) Digital marketing. 7th edn. Harlow: Pearson.

Culnan, M.J. and Bies, R.J. (2020) ‘Consumer privacy: Balancing economic and social interests’, Journal of Consumer Affairs, 54(2), pp. 309–328.

Grant, R.M. (2021) Contemporary strategy analysis. 11th edn. Chichester: John Wiley & Sons.

Kotler, P. and Keller, K.L. (2022) Marketing management. 16th edn. Harlow: Pearson.

Rosario, A.T. and Dias, J.C. (2023) ‘The new digital economy and sustainability: Challenges and opportunities’, Sustainability, 15(14). doi: 10.3390/su151410902. Available at: https://www.mdpi.com/2071-1050/15/14/10902

 

Sheth, J.N., 2022. Post-pandemic marketing: when the peripheral becomes the core. Journal of Research in Interactive Marketing, 16(1), pp.37-44.

Witt, M.A. (2019) ‘De‑globalization: Theories, predictions, and opportunities for international business research’, Journal of International Business Studies, 50(7), pp. 1053–1077. doi: 10.1057/s41267-019-00219-7.

Minimum Secondary Research Source Requirements for both assignments:

 

Level HE7 – It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include four refereed academic journals and five academic books. Please also note that the references for the scenario have been provided above. Students are required to integrate the provided references into their reference list.

 

 

 

 

Important and helpful information

 

Late work will be subject to the penalties:

 

• Up to 7 calendar days late – 10 marks subtracted but if the assignment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assignment.
• More than 7 calendar days late = This will be counted as non-submission and no marks will be recorded.
• Late submission of assessments on refers and those which are graded Pass/Fail only, is not permitted. Students may request an extension to the original published deadline date as described below.

 

 

Please refer to the Module Guide for information regarding indicative reading, guidelines

for the preparation and submission of assignments, and the assessment criteria.

 

 

Guidelines for the Preparation

 

• Written assessments should be word-processed in Arial or Calibri Light font size 12. There should be double-spacing and each page should be numbered.
• There should be a title page identifying the programme name, module title, assessment title, your student number, your marking tutor and the date of submission.
• You should include a word-count (excluding reference list/bibliography, figures, tables and appendices).

Where a word limit is specified, the following penalty systems applies:

Up to 10% over the specified word length = no penalty

10 – 20% over the specified indicative word length = 5 marks subtracted (but if the assessment would normally gain a pass mark, then the final mark to be no lower than the pass mark for the assessment).

More than 20% over the indicative word length = if the assessment would normally

gain a pass mark or more, then the final mark will be capped at the pass mark for

the assessment.

 

• At the end of the assessment you should include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment. The assessment brief will specify if and how you can use GAI applications in the assessment.

 

• All written work should be referenced using the standard University of Greater Manchester referencing style– see: https://libguides.bolton.ac.uk/resources/referencing/

 

• Please see UGM library Home – Home – University of Greater Manchester Library at University of Greater Manchester

 

• Unless otherwise notified by your Module Tutor, electronic copies of assignments should be saved as word documents and uploaded into Turnitin via the Canvas class area. If you experience problems in uploading your work, then you must send an electronic copy of your assessment to your Module Tutor via email BEFORE the due date/time.

 

• Please note that when you submit your work to Canvas, it will automatically be checked for matches against other electronic information, as well as for hidden text characters and GAI generated text. You will be able to see similarity matches but not currently flags for hidden characters and AI-generated text. The outcomes of Turnitin reports may be used as evidence in an academic misconduct investigation (see Section 14).

 

 

 

Declaration: At the end of the assessment you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.

 

 

 

 

RUBRIC  for Written Assessment- Level HE7

		Relevance Learning outcomes must be met for an overall pass	Knowledge and Understanding	Analysis, Creativity and Problem-Solving	Self-awareness and Reflection	Research/ Referencing	Written English	Presentation and Structure
DISTINCTION	Exceptional Quality 85-100%	Work is directly relevant and expertly addresses the requirements of the brief.   Learning outcomes are met.	Demonstrates an exceptional breadth and depth of knowledge and understanding of theory and practice which is beyond the threshold expectation for the level.   Produces exceptional work which makes a contribution to knowledge in the subject area.	Presents an exceptional critique of advanced research material resulting in clear, original and illuminating conclusions. Expertly interprets complex matters and ideas and makes sound judgments in the absence of complete data. Demonstrates exceptional creative flair and a high level of originality. Develops distinctive, insightful and creative solutions to complex problems.	Provides insightful reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility.	An extensive range of advanced research sources critically evaluated and selected.   Sources cited accurately in both the body of text and in the Reference List/ Bibliography.	Writing style is clear, succinct and relevant to the requirements of the assessment. An exceptionally well written answer with only rare errors in spelling, grammar and punctuation. Uses a wide range of less common and more advanced vocabulary and sentence types fluently and flexibly to convey precise meanings. Paragraphs are expertly structured with linking and signposting.	The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured. Where relevant, there is effective inclusion of, and reference to, figures, tables and images.
	Excellent Quality 70-84%	Work is relevant and comprehensively addresses the requirements of the brief.   Learning outcomes are met.	Demonstrates an excellent breadth and depth of knowledge and understanding of theory and practice for this level.   Clearly demonstrates originality in the application of knowledge.	Presents an excellent critique of advanced research material resulting in clear, original and illuminating conclusions. Comprehensively interprets complex matters and ideas and makes sound judgments in the absence of complete data. Demonstrates excellent creative flair and a high level of originality. Develops distinctive and creative solutions to complex problems.	Provides excellent reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility	A wide range of advanced research sources critically evaluated and selected.   Sources cited accurately in both the body of text and in the Reference List/ Bibliography.	Writing style is clear, succinct and relevant to the requirements of the assessment. A very well written answer with very few errors in spelling, grammar and punctuation. Uses a wide range of vocabulary and sentence types fluently and flexibly to convey precise meanings. Paragraphs are very well structured with linking and signposting.	The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured Where relevant, there is effective inclusion of, and reference to, figures, tables and images.
MERIT	Good Quality 60-69%	Work is relevant and addresses most of the requirements of the brief well.   Learning outcomes are met.	Demonstrates a thorough breadth and depth of knowledge and understanding of theory and practice for this level.   Demonstrates originality in the application of knowledge.	Presents a comprehensive critique of advanced research material resulting in clear and original conclusions. Systematically interprets complex matters and ideas and makes sound judgments in the absence of complete data. Demonstrates creative flair and originality. Develops creative solutions to complex problems.	Provides good reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment.	A range of advanced research sources critically evaluated and selected.   In the main, sources cited accurately in both the body of text and in the Reference List/ Bibliography.	Writing style is clear, succinct and relevant to the requirements of the assessment. A well written answer with some minor errors in spelling, grammar and punctuation. Uses a range of vocabulary and sentence types to convey precise meanings. Paragraphs are well structured with linking and signposting.	The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured in the main. Where relevant, there is effective inclusion of, and reference to, figures, tables and images.
PASS	Satisfactory Quality 50-59%	Work addresses the requirements of the brief, although superficially in places. Minor irrelevant content.   Learning outcomes are met.	Demonstrates a sufficient breadth and depth of knowledge and understanding of theory and practice for this level.   Demonstrates originality in the application of knowledge in places.	Presents some critique of advanced research material resulting in original conclusions.   Shows the ability to systematically interpret complex matters and ideas and makes sound judgments in the absence of complete data.   Demonstrates creative flair and originality.   Develops some creative solutions to complex problems.	Provides justified reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment.	Advanced research sources critically evaluated and selected.   Some errors evident in relation to referencing the text and Reference List/Bibliography	Writing style is readable and relevant to requirements of the assessment in the main. Competently written with minor lapses in spelling, grammar and punctuation. For example, paragraphs are structured and include some linking and signposting. Sentences are complete. A range of appropriate vocabulary is used.	The presentational style and layout are correct for the type of assignment. Logically structured in the most part. Inclusion of figures, tables and images but not all relevant or referred to.
FAIL	Borderline Fail 45-49%	Work addresses some of the requirements of the brief. Irrelevant and superficial content.   One or more learning outcomes have not been met.	Some omissions evident in knowledge and understanding of theory and practice for this level.   Demonstrates limited originality in the application of knowledge.	A limited critique of research material presented, with simplistic conclusions drawn.   Some complex matters and ideas interpreted but not systematically, resulting in flawed judgements.   Limited creativity and originality evident.   Demonstrates insufficient problem- solving skills and initiative.	Provides limited reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, when required.	Sources selected are limited and lack validity/relevance.   Poor referencing technique employed.	Writing style is generally readable but lacks relevance to requirements of the assessment in places. Intermittent lapses in grammar, spelling and punctuation pose obstacles for the reader. For example, some paragraphs may lack structure and there is limited linking and signposting. Some appropriate vocabulary is used	For the type of assignment the presentational style, layout and/or structure are lacking. Inclusion of figures, tables and images but not clear, relevant and/or referred to.
	Fail 0-44%	Work does not address the requirements of the brief. Irrelevant and superficial content.   One or more learning outcomes have not been met.	Demonstrates inadequate knowledge and understanding of theory and practice for this level. A lack of originality in the application of knowledge is evident.	An absence of critique of research material evident with unjustified conclusions.   Complex matters and ideas not interpreted correctly resulting in flawed judgements.   Creativity and originality are absent.   Insufficient problem-solving skills and initiative demonstrated.	Provides inadequate reflection and critical self-awareness in relation to the outcomes of own work and personal responsibility, when required.	Relevant and valid sources are not selected.   Poor referencing technique employed.	Writing style is unclear and does not match the requirements of the assessment in question. Deficiencies in spelling, grammar and punctuation makes reading difficult and arguments unclear. Unstructured paragraphs	For the type of assignment the presentational style, layout and/or structure are lacking.   Inclusion of figures, tables and images but not clear, relevant and/or referred to.