MGT6073/6182 Global Marketing – International Consumer Behaviour

Management School – Postgraduate Coursework Specification PGT 2023-24

Module Details

• Module Code: MGT6073/6182
• Coursework Code: 2
• Module Title: Global Marketing – International Consumer Behaviour
• Date Available: September 2024

Submission Details

• Deadline: Wednesday, 18 December 2024, 12pm (noon)
• Submission: Electronic submission only via the BLACKBOARD Turnitin link on the MGT6182 module site.

Key Points:

• Multiple submissions are allowed. Each submission generates a Similarity Report, enabling referencing improvements before the final deadline.
• After 3 submissions, a 24-hour delay will apply before receiving a new report.
• Each new submission overwrites previous submissions. Ensure the final submission is completed before the deadline to avoid late penalties.
• Submission time is recorded upon successful upload confirmation. Delays during busy periods are possible. Late penalties apply to work submitted after 12:01pm on 18 December 2024, as detailed in the PG Handbook.

Submission Requirements:

1. Include a completed cover sheet (available on BLACKBOARD).
2. Save your file as: Student Number, MGT6073/6182-2 (e.g., 150011001, MGT6073/6182-2) and use this as the Turnitin Assignment Title.
3. Submit a report following the specified content and structure.

Penalties:

• A 5-mark penalty will apply for non-compliance with submission guidelines.

Contribution to Final Mark

• The report contributes 60% to the module’s final grade.

Word Limit

• Maximum Word Length: 3,000 words (excluding reference list and appendices).
• Penalty: Exceeding the limit results in deductions as detailed in the PGT Handbook.

Report Content and Structure

1. Project Title, Executive Summary, List of Contents (excluded from the word count).
2. Introduction (5% of word count):
   • Brief background of the brand and the proposed international market.
3. Critical Analysis of Macro-Environment Factors (20–25% of word count):
   • Identify 3–4 key macro-environment factors.
   • Present an in-depth, critical analysis explaining their impact on brand performance.
4. Analysis of Primary Target Customer Characteristics (20–25% of word count):
   • Focus on 3–4 key characteristics using consumer behavior concepts (e.g., culture, values, attitudes, motivations).
5. Evaluation of Positioning Strategy Options (20–25% of word count):
   • Analyze Global Consumer Culture Positioning (GCCP), Foreign Consumer Culture Positioning (FCCP), Local Consumer Culture Positioning (LCCP), and hybrid strategies.
   • Recommend the optimal strategy and suggest implementation using 2 marketing mix elements.
   • Optionally, consider implications for non-target groups.
6. Evaluation of Consumer Behaviour Theories in Creative Design (20–25% of word count):
   • Apply 3–4 consumer behavior theories (e.g., sensory perception, emotions, conditioning) to evaluate creative work from the group assignment.
7. Conclusion (5% of word count).
8. References and Appendices (excluded from word count).

Academic Expectations

• Utilize recent examples, international marketing theories, consumer behavior concepts, and academic research.
• AI may assist with information searches but should not generate content. Any use of AI for language improvement must be acknowledged.

Assessment Criteria

1. In-Depth Subject Knowledge (30%): Application of marketing theories, principles, and terminologies.
2. Critical Analysis Skills (30%): Detailed analysis of market factors and marketing solutions.
3. Presentation (20%): Clarity, structure, grammar, and referencing.
4. Independence and Originality (20%): Additional research beyond the group project and evidence of original thinking.

Formatting Requirements

• Use the standard Management School cover sheet with the word count stated.
• Text: Times New Roman or Arial, 11/12-point font, 1.5 line spacing.
• Number all pages.
• Ensure proper grammar, spelling, and referencing (Harvard style).

Important Notes

• Adhere to the University’s academic integrity regulations. Breaches may result in proceedings.
• For additional guidance, refer to the module or program-level resources or contact the Student Experience Office.

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