351LON CW2 Assessment
Assignment title: International Marketing Strategy – Advertising Pitch of Unilever
Assignment Weight: 50% of your overall module mark.
Assessment type: Group Advertising Pitch with Individual Components (30-45 minutes)
Assessment deadline: See Aula Submission Link
Assignment Briefing:
You are required to create an Advertising Pitch to launch a new market offering for the case
study brand (please see the brand name below), within one of the following countries: Brazil,
Germany, Australia, or Nigeria.
The aim of this pitch is to help the case study brand to secure their business in the
international marketplace. It is assumed that the brand has invited pitches from other
competitor advertising agencies too.
You will need to use theoretical concepts and models examined in this module to indicate
how the brand can successfully develop and launch a new market offering in one of the
countries named above. The market offering can be either a product or service. The market
offering will need to be completely new to the company and completely new to the market.
A market offering completely ‘new to the world’ is what you should aim for! [If the
market offering has already being launched by a competitor brand in another market, then
you will need to propose significant changes to the market offering. You will also need to
provide detailed and thorough arguments to support the team decision of why not to deliver
a brand new idea and to convince the company to adopt this marketing plan.]
The key to success in this assignment is the creativity in developing a new market offering
and the critical argumentation of all decisions made by the team in preparation of
launching the market offering. All arguments made should be evidenced and well-justified.
The pitch should be no longer than 45 minutes and should include the use of appropriate
audio-visual materials. This is a Group Assignment with individual component/contribution;
as such, each and every candidate is required to critically demonstrate your individual
contribution in conducting a marketing plan.
Case study Brand:
Unilever: https://www.unilever.com/
Assignment Requirements:
• Groups of 5-7 students (strictly).
• Active and equal participation within the group.
• Submission via Aula and Presentation by each and every group member.
• Extensive secondary research is required to develop your assignment.
• Primary research would be encouraged and very welcome – Ethics approval will be
required prior to primary data collection (Ethics form available on Aula).
• Analysis must be supported with evidence (citations, quotations and referencing).
• Short videos and other multimedia/digital resources would be very welcome in your
presentation.
• In-text citation and reference list should be in APA Style of Referencing.
Indicative Structure:
The below marketing plan template can help you start planning your assignment. Your
structure should be as creative as possible and the presentation of the advertising pitch
needs to be interesting and stimulating. In addition to the elements shown in the indicative
marketing plan template below, please do not forget to include clear and detailed justification
of your market offering and justification of country selection in your pitch (a well-developed
external and internal analysis and a thorough STP would help).