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IMA7001 International Marketing Management Assessment 1 Brief 2026 | RCL
| University | Regent College London ( RCL) |
| Subject | IMA7001 International Marketing Management |
IMA7001 Assignment 1 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 | 3rd May 2026 via Turnitin @23:29hrs |
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 in order 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 Technology Sector
Technology sector is widely recognised as one of the most dynamic and fast-moving industries, characterised by rapid innovation cycles, intense global competition, and continuous disruption (Kotler & Keller, 2022). Digitalisation has fundamentally reshaped consumer expectations, pushing organisations to invest in advanced technologies such as artificial intelligence, cloud computing, and data analytics to sustain competitive advantage in international markets (Chaffey & Ellis-Chadwick, 2019). Multinational firms such as Apple, Meta, Amazon, and Tesla operate in highly saturated and volatile environments where global scalability, innovation capability, and responsiveness to market change are essential (Grant, 2021).
External pressures are also shaping the sector’s strategic landscape. Geopolitical tensions particularly between the United States, China, and the European Union have intensified regulatory scrutiny over data flows, digital trade, platform governance, and supply chain dependencies (Witt, 2019). At the same time, global privacy regulations such as the EU’s GDPR and California’s CCPA have forced technology firms to adapt their marketing practices and data-driven strategies across diverse regulatory environments (Culnan & Bies, 2020). The post-pandemic shift toward digital consumption has further increased demand for personalised, omnichannel experiences, making technological integration central to global marketing success (Sheth, 2021). Sustainability expectations have also become more prominent. Issues such as electronic waste, responsible sourcing, energy consumption, and ethical AI usage require technology firms to demonstrate strong environmental and social governance (ESG) commitments as part of their global brand strategy (Hartmann & Lussier, 2020). Collectively, these challenges make the technology sector a complex and strategically significant environment, where global marketing decisions must balance innovation, regulatory compliance, cultural differences, and stakeholder expectations.
Assignment Task(s)
You are required to select a multinational corporation within technology 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.
- 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 informed by the identified challenges and analysis from above. Critically evaluate the proposed marketing plan in terms of its ability to deliver customer value, address current and future markets, strengthen brand positioning, marketing mix, (digital)communication mix and international market entry strategies.
- Critical Evaluation of Models
Critically evaluate key theoretical models used to analyse global marketing challenge and to design marketing plan. Assess strengths and limitations of these models and evaluate how they can support the organisation in developing sustainable competitive advantage.
- Reflection
Reflect on your semester 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 oraganisation.
- 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.
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
Chaffey, D. & Ellis-Chadwick, F. (2019) Digital Marketing. 7th edn. Pearson.
Culnan, M.J. & 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. Wiley.
Hartmann, J. & Lussier, B. (2020) ‘Sustainability in the technology sector: Emerging challenges and opportunities’, Journal of Business Strategy, 41(4), pp. 53–61.
Kotler, P. & Keller, K.L. (2022) Marketing Management. 16th edn. Pearson.
Sheth, J. (2021) ‘Post-pandemic marketing: Consumer behaviour shifts and strategic implications’, Journal of Business Research, 127, pp. 237–244.
Witt, M.A. (2019) ‘De-globalization: Theories, predictions, and implications for international business’, Journal of International Business Studies, 50(7), pp. 1053–1077.
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.
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 forthe 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/
Specify which referencing guide is relevant
- 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.
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RUBRIC for IMA7001 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. |
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