Postgraduate Diploma in Marketing

Management
Individual Integrated Assignment - June 2021
Global Marketing Strategy (GMS)

Examination /Assignment Registration 22nd May to 11th June

Examination / Assignment Registration 12th June to 14th June

Assignment Submission Period From 26th June till 27th June

GUIDELINES

• Assignment Submission:
▪ You are required to register for examinations / assignments within the above
given period. Assignments will not be accepted if you have not registered for
the exam/assignment.
▪ Assignments should be submitted to LMS within the Assignment Submission
Periods indicated above.
▪ Assignment should be uploaded to LMS – (Learning Management System) as a
PDF format.
▪ Rename the file: Registration No.- Name with Initials -Programme
Ex. 0000012345 A B Perera SCA
▪ Assignments will not be accepted after the late submission period under any
circumstances.
▪ SLIM will issue an acknowledgement upon the submission of your assignment.

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 • Assignment Cover Page:
▪ Cover page format should use the relevant colour
➢ Diploma in Marketing Management - Blue
➢ Higher Diploma in Marketing Management - Yellow
➢ Graduate Diploma in Marketing Management - Green
➢ Postgraduate Diploma in Marketing Management – White

• Assignment checklist/declaration and Assignment Marking Scheme should follow

IMPORTANT NOTES

• If you have not submitted the assignment, your results for the respective module
will appear as “Fail” in the final grading.
• Refer the student deliverables indicated below for specific details about assignment
submissions and presentations.

ASSIGNMENTS WITH VIVA PRESENTATIONS

• VIVA Presentation dates and times will be published on the website after the
submission of the assignment.
• VIVA Presentation time will be 30 min.
• The presentation should be saved as a PDF document and saved in a Pen Drive
which does not contain any Viruses.
(Only the relevant presentation should be saved in the pen drive)
• Students should bring two copies of the presentation printed one slide per page.

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Assignment Topic: Going Global “The Approach”

BACKGROUND
An organization that engages in global marketing focuses its resources and competencies on
global market opportunities and threats. A fundamental difference between regular marketing
and global marketing is the scope of activities. A company that engages in global marketing
conducts important business activities outside the home-country market.

Entering into the global marketplace has been one of the key aspirations that many businesses
are willing to pursue. However, entering into the global market is not an easy task for all
marketers. Decisions regarding entering the global marketplace should be taken carefully. It
should be based on a comprehensive analysis of the key global marketing environments, global
consumer behaviour and the global competition. Based on the insights gained from the analysis,
right global marketing strategies and marketing programmes can be developed. Furthermore,
considering internal and external factors, marketers need to determine global market entry
decision for the respective marketplaces

When we look at the Sri Lankan marketers, it can be identified that there are relatively a few
numbers of players in the global marketplace. Therefore, as a budding marketer who is following
a leading professional course in marketing, you are expected to assist Sri Lankan marketers in
their journey towards entering into the global marketplace.

Accordingly, you are required to select any Sri Lankan business which does not have global
operations at present. Then, after getting a comprehensive understanding regarding its current
operations, present a report to the Senior Management Team with the following details.

TASK ONE

Select a foreign country of your choice to expand this business and analyse the Macro
Environment of the selected county.
Guideline note 01

• First present a brief overview of the organization. This overview could contain information
such as Organization Name, Size, Products and Services, Competition, Segments serves
and any other information relevant. This should be followed by a summary of Strengths
and Weaknesses.
• Analyse the Marketing Environment of the selected country followed by a list of
Opportunities and Threats. This analysis should be a detailed one which covers areas such
as Political and Legal, Socio Cultural, Economic, Technology environments.

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TASK TWO

Critically assess the most appropriate entry method with a strong justification.

Guideline Note 02:

• Critically assess the most appropriate entry strategy for your organization. Discussing
advantages and disadvantages of the selected entry strategy is necessary.
• The selected entry method should be followed by a strong justification
• Discuss possible challenges after the entry & recommendation to mitigate the risks

TASK THREE

You are required to present a STP strategy followed by the Marketing Mix strategies for the
selected firm.

Guideline Note 03:

• For this task you need to present a STP strategy with details of Segment profiles, targeting
strategy and how you should position the organization in the foreign market.
• This should be followed by a marketing mix strategy for the selected country
• These strategies should be in line with your analysis in task 1.
• This is a practical task which can be approached creatively.

VIVA Presentation
Guideline Note:
• Viva session would be based on the company background, key findings/ insights of the
global environment analysis, target market and positioning strategy, global market entry
strategies and marketing mix strategies.

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Presentation Slide Template

Slide 1 Slide 2
Topic of the study Background of the company including its
Student’s details brands
Current operations

Slide 3 Slide 4
Key findings from environmental analysis Global market entry strategies

Slide 5 Slide 6
Market segmentation and target market Positioning strategy

Slide 7 Slide 8
Marketing mix strategies Conclusions
- Global product strategy
- Global pricing strategy
- Global distribution strategy
- Global communication strategy

IMPORTANT:

Please refrain from copying-and-pasting information from the Internet or other sources. Add your
reference work according to the Harvard referencing format.

Marks Allocation
Assignment Weightage Final Weightage

Task one - (2000 +/- 10% Words) 40%

Task two - (2000+/- 10% Words) 40% 40%

VIVA 100% 60%

Total 100%

Note: Please refer the given assignment marking scheme for the mark’s allocation criteria.

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 ASSIGNMENT CHECKLIST & DECLARATION

This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines mentioned in the programme handbook and
the assignment marking criteria given in the marking scheme.

You are expected to confirm that your assignment fulfils the below requirements. Please tick
(√) in the cages as necessary.

Student Name

Registration No

Cover page with relevant colour code (Stage 1-Blue/ Stage 2-Yellow /Stage 3-Green)
Assignment checklist, declaration form (This sheet) & lecturer approval for the
assignment
Assignment marking scheme is attached

Table of contents

Body of the assignment

References

Course fee paid in full (coaching/registration/exam and membership)

Exam registration completed

I’m fully aware that any misleading information provided in the above checklist will lead to the
rejection of my assignment.

I, the undersigned, confirm that I have read and understood the statement about plagiarism
which is outlined in the students’ handbook. I confirm that the work that I have submitted
accompanying this report is wholly my own, and that any quotations or sections of text taken
from the published or unpublished work of any other person is duly and fully acknowledged
therein.

Signature: _________________ Date: _________________

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 Assignment Marking Scheme
June 2021

Module Global Marketing Strategy (GMS)

Marks
Criteria
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1‐5
This has addressed the purpose of the assignment 6‐10
Has addressed the purpose of the assignment coherently 11‐15
This has addressed the purpose of assignment comprehensively 16‐20
Clarity of expression 20
An attempt to organise in a logical manner 1‐5
Satisfactory showing of logical manner and organisation 6‐10
Shows higher level of having carefully and logically organised 11‐15
Shows coherent structure with clearly expressed ideas 16‐20
Using examples/evidences 20
Shows little use of examples 1‐5
Some use of examples. Some evaluation attempted 6‐10
Some use of examples. Well evaluated 11‐15
Shows appropriate examples, fully and reliably evaluated 16‐20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1‐5
Demonstrates some critical analysis of relevant theory 6‐10
Demonstrates application of theory through critical analysis 11‐15
Demonstrates application of critical analysis, well integrated 16‐20
Following assignment guidelines 20
Limited follow‐up of assignment guidelines 1‐5
Some level of follow‐up of assignment guidelines 6‐10
Good display of adherence to assignment guidelines 11‐15
Excellent adherence to assignment guidelines 16‐20

Total
100
Special Remarks

Signature of the Examiner

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COVER PAGE – INDIVIDUAL ASSIGNMENT

REGISTRATION NUMBER:

0 0 0 0 0

MODULE TITLE:

LEVEL:

BUSINESS SCHOOL/ASC:

By submitting this assessment, I confirm that I understand and abide by the examination
rules and regulations of SLIM.

POSTGRADUATE DIPLOMA IN MARKETING MANAGEMENT (PGDIP)

SRI LANKA INSTITUTE OF MARKETING (SLIM)

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LECTURER APPROVAL FOR THE ASSIGNMENT

REGISTRATION NUMBER/S:

0 0 0 0 0

MODULE TITLE:

NAME OF THE LECTURER:

APPROVAL

SIGNATURE: ______________________ DATE: _________________________

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