Unit: Level 7 Diploma. International Marketing Strategy Assignment title: Education Abroad December Marking Scheme

Transcription

1 Unit: Level 7 Diploma International Marketing Strategy Assignment title: Education Abroad December 2015 Marking Scheme Markers are advised that, unless a task specifies that an answer be provided in a particular form, then an answer that is correct (factually or in practical terms) must be given the available marks. If there is doubt as to the correctness of an answer, the relevant NCC Education materials should be the first authority. This marking scheme has been prepared as a guide only to markers and there will frequently be many alternative responses which will provide a valid answer. Each candidate s script must be fully annotated with the marker s comments (where applicable) and the marks allocated for each part of the tasks. Throughout the marking, please credit any valid alternative point. Where markers award half marks in any part of a task, they should ensure that the total mark recorded for the task is rounded up to a whole mark. Marker's comments: Moderator's comments: Mark: Moderated mark: Final mark: Penalties applied for academic malpractice:

2 1 The first task in this assessment asks the candidate to address the area of culture and diversity, using two different viewpoints. Firstly, that of the new English Language School with an internal English based culture, as an organisation in Malta; and, secondly, from the viewpoint of the student from around the world studying both shortand long- term English courses. In answering this task, candidates should address at least the following areas. 1a The Regal English Language School in Malta: Candidates show in their answers a substantial knowledge and understanding of how culture and diversity might affect a UK-based business entering a new market. How might an UK culture based school fit into Maltese culture? How might the UK system of education be accepted in Malta? How might, yet another English Language School be accepted by the authorities and by competitors? b A suitable place for students from around the world to live and study English: Would students from around the world fit into Maltese Culture easily? Would students fit quickly into the Regal English Language school? Would there be any affect upon the schools operations or the development of their brand? Candidates who fully understand this task may well develop their answers further and should be suitably credited for this. Total 25 Page 2 of 9

3 2 Task 2 focuses on international marketing and the market demands of a new business entering a new market and establishing the language school. Task 2a: The candidate has been asked to critically assess how they might market the new school in the Maltese market. 8 marks This task gives the candidate an opportunity to consider the various marketing tools available to them, and how they might be used and implemented to market the school. Whilst Task 2a is quite a general overview, candidates should approach the task as an opportunity to demonstrate their overall understanding of marketing techniques. Task 2b The candidate is next asked to construct a draft International Marketing Plan, using and applying an accepted marketing planning structure or format. A suitable structure/format used to develop the draft International Marketing Plan might include either: 5 marks i. SOSTTE+4M s ii. Situation Analysis SWOT Analysis Assumptions Marketing Objectives Marketing Strategies Forecasts Detail Plans Budget Evaluation Candidates need to show that they have identified with the fact, that the Regal English Language School is a service sector business. This means that any international marketing plan has to encompass the 7P s Service Marketing Mix and not the Product mix Candidates consider the external marketing environment In their Situation Analysis, perhaps through the completion of a PESTLE Analysis. 6 marks Candidates clearly set SMART marketing objectives. Question 2 continues on the next page 2 marks Page 3 of 9

4 2 Contd. Candidates clearly distinguish between marketing strategies and marketing plans. 2 marks Candidates offer an estimated budget and justify an Evaluation of the Marketing Plan at its conclusion. Task 3 Task 3 turns the attention of the candidate to the necessity to utilise international market research, in order to obtain data, information and ultimately intelligence, so as to better strategically manage and build the new schools presence in the Maltese market-place. Award up to 5 marks for producing an accurately structuring the market research plan. Award a further 15 marks (3 marks per section in the example below) for fully contextualising this and developing this in line with establishing a new English language school in Malta. 2 marks Total can be awarded in total for this task Candidates might utilise various structures for their International Market Plan. The plan below highlights the key areas and considerations that should be present in each plan: In their answer Candidates should evaluate various market-entry strategies available to them without simply listing or describing each strategy, which is not necessary. This should include some form of review of the data, information and intelligence. (5 marks) In a basic format Market Research Plan there ideally should be Five (5) Steps or processes 1. Define the Problem Step 1 is to ensure that in designing the market research plan it also defines i. What do you need to know? ii. What issues do you want to address? iii. What do you hope to achieve? iv. You have clear research objectives to ensure that the market research is correctly focused throughout. Question 3 continues on the next page Page 4 of 9

5 3 Contd. What business issues are the research endeavouring to address for example: Awareness: If the objective is to let the market know about your product or service, your research will centre on attitudes, usage, public relations and advertising messages. Targeting: If the objective is to determine which segment of the population has the highest return on investment, your research might centre on brand positioning and competitive analysis. Acquisition: If the objective to optimise the marketing message in order to acquire more sales, the research will centre around product concepts, usability, pricing and advertising testing. Retention: If the objective is to increase buyer purchases from your current customer base, and increase customer loyalty, then the research will centre on customer satisfaction and behavioural insights. 2. Uncover The Issue Research base of Quantitative or Qualitative data? Consider the data collection method: questionnaire, focus group, etc. Ensure that all questions relate to the research objectives 3. Get the Answers Before you start collecting any data, there is a need to consider the sample size. Sample Size It is not realistic to think that you will be able to survey your entire marketing population, but you do need an adequate percentage and cross-section of your target consumer. Question 3 continues on the next page Page 5 of 9

6 3 Contd 4. Understand the Data Ensure that, before you write the research report and share your results, that the following points need addressing Clean your survey data Analyse your data: Analyse the data to determine if your questions were answered in the format you expected. Segment your data: Segment your data by learning objective so that you can truly understand the most significant findings of your research. Report your results: Now you are ready to report and share your findings and address and utilise the accumulated intelligence 5. Make Strategic Business Decisions Equipped with sound data, you can make informed management decisions. Now you are in a position to meet with all relevant stakeholders and decide on a course of action. Your plan should be implemented and monitored. Total 25 Page 6 of 9

7 4 Task 4 of this assessment focuses upon international buyer behaviour, and market segmentation. Task 4a focuses upon the anticipated range of buyer behaviour that might be experienced by the Regal English Language School when they start to recruit in Malta. With potential students enquiring and enrolling from a wide range of countries, the purchaser/buyer behaviour may well be very different, and the staff at the new school will need to both understand and respond to these differences. This is a consumer type purchase, so candidates should refer to and apply the Five Stage Model of Consumer Purchasing. Candidates should consider that the potential student, or maybe an organisation, is purchasing an intangible service. For example, in the final stage candidates should also consider the effect upon the new college and its brand of any PPD - Post Purchase Dissonance brought about by maybe an experience of unsatisfactory service during their time at the college. For instance, this might be due to an un- professional teacher or a lack of teaching and learning resources in the new college. Award up to two marks for relevant application of each stage up to a maximum of ten. 10 marks Task 4b asks the candidate to identify areas of strategic importance in terms of the use of segmentation and pricing. Candidates should view segmentation (Segmentation: Targeting: and Positioning - STP ) as a crucial part of developing the school. Award up to a maximum of 15 marks for a fully contextualised discussion that is likely to include the following points: With the volume of competition in the Maltese market-place, establishing just another English language school may not, or would not, be worthwhile. Hence the Regal English Language School needs to offer an effective differentiator to its potential student customers. How it positions itself is also important, in terms of the other language schools. Too expensive and it may only attract a small group of students who, if they find the service offered of a lower level, might object to the high cost. Too low a level might find the school being challenged by the Maltese Moderation Board inspectorate as not providing quality English studies. 3 3 Question 4 continues on the next page Page 7 of 9

8 4b Contd. Who and where the school targets are critical, in order for the right recruitment of suitable students, and obviously to also fill classrooms. As a private college there are costs and people to pay and, therefore, a need to recruit specific numbers of students in order for the college to remain financially sound. 3 Alongside the segmentation noted above is the pricing policy selected. Competitive and fair pricing would be suitable, which allows for the covering of the school s costs and overheads, etc. 6 What pricing strategy would the candidate recommend on the basis of the information that they have? Would they advocate for example: a Penetration Pricing strategy, a Skimming Pricing Strategy or a Competitive Pricing Strategy, etc.? Total 25 Learning Outcomes matrix Task Learning Outcomes assessed 1 1 Yes 2 2 Yes 3 3, 5 Yes 4 1,4 Yes Marker can differentiate between varying levels of achievement Page 8 of 9

9 Grade descriptors Learning Outcome Critically assess cultural diversity and the effect upon international marketing Critically appraise marketing in local and global markets Examine how market research is conducted internationally Critically assess buyer behaviour and market targeting in the international context Critically assess the methods used to enter an international market Pass Merit Distinction n adequate awareness of issues associated with the subject and make some Demonstrate some sound reasonable understanding and assessment of the subject; Demonstrate some sound critical skills Provide examination of the subject with some suitable examples and references n adequate awareness of issues associated with the subject and make some Demonstrate some sound n adequate awareness of issues associated with the subject and make some Demonstrate some sound sound awareness of issues associated with the subject and make consistently Demonstrate consistently sound strong understanding and assessment of the subject; Demonstrate consistently sound Provide detailed examination of the subject with adequate use of references and examples sound awareness of issues associated with the subject and make consistently Demonstrate consistently sound sound awareness of issues associated with the subject and make consistently Demonstrate consistently sound detailed awareness of the complexity of issues associated with the subject and make highly Demonstrate highly developed critical skills consistently strong understanding and assessment of the subject; Demonstrate highly developed Provide consistently critical and detailed examination of the subject with innovative use of highly references detailed awareness of the complexity of issues associated with the subject and make highly Demonstrate highly developed critical skills detailed awareness of the complexity of issues associated with the subject and make highly Demonstrate highly developed critical skills Page 9 of 9