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Lesson Plan Guideline Superior University Lahore.

Superi or University

Global Marketing
Course Handbook



Page Quality Curriculum Designing 1

Lesson Plan Guideline Superior University Lahore.

No . No.

01 02 03 04 05 06 07 08 09 10 11 12 13

Teaching Staff and Delivery Arrangement Introduction of the Course Course Objectives and Learning Outcomes Course Coverage Student Gain Teaching and Learning Methodology

1 1 2 5 6 7

Reference Material Assessment Lecture Plan Academic & Disciplinary Policies Class Rules and Regulations Assessment GPA and Percentages Appendix 1 Case Analysis Guidelines Case Analysis guidelines

8 10 20 24 25 26 27

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Lesson Plan Guideline

1. Teaching Staff

Superior University Lahore.

Course Instructors

Name E-mail Timing Contact No.

Students Counseling
Faculty Office

By Appointment

2. Introduction of the Course

2.1 Course Name: Global Marketing The course presents the main aspects of international/global marketing and provide a framework upon which global organizations bases their marketing strategies. The course explains the role of international marketing manager in development of marketing strategies in global perspective. especially with the diagnosing of segments and formulation of global marketing programs, the role of the emerging markets, global web-strategy, the handling of cultural differences in marketing, the development of international business strategies and strategies used while establishing businesses in different countries. The course deals

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Lesson Plan Guideline Superior University Lahore.

2.2 Credit Hour: 3

Program: Semester: Pre Requisit es: Follow Up: Module Leader MBA/ BBA 6/8 Sessio n: Marketing Management

3. Course Objectives
The objectives of the course are: To enable the students to understand how the company can achieve global competitiveness through the design and implementation of market-responsive programmes. To understand the major challenges facing international marketers. To provide a theoretical knowledge of the development and

management of global brands. To impart knowledge of the impact of culture on the marketing communication mix. To develop understanding of the international challenges of developing marketing mix strategies. To be able to analyse the implication of culture for relationship and network building.

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Lesson Plan Guideline Superior University Lahore.

4. Course Coverage
Topics include:
The decision whether to internationalize (global marketing in the firm; initiation of internationalization; internationalization theories; development of the firms international competitiveness); Deciding which markets to enter (global marketing research; the political and economic environment; the socio cultural environment; the international market selection process): Market entry strategies (some approaches to the choice of entry mode; export modes; intermediate entry modes; hierarchical modes; international sourcing decisions and the role of the sub supplier; global e-marketing); Designing the global marketing programme (product decisions; pricing decisions and terms of doing business; distribution decisions; communication decisions promotion strategies); Implementing and coordinating the global marketing programme (cross-cultural sales negotiations; organization and control of the global marketing programme) Knowledge of market research techniques for international markets Brand management in the context of internationalization The importance of culture in international marketing Doing business in emerging markets like India and China

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Lesson Plan Guideline Superior University Lahore.

5. Student Gain
Students will gain knowledge, skills and Analysis /Synthesis capability by following

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Lesson Plan Guideline Superior University Lahore.

Classificatio n

The student will: Develop understanding of formulating, implementing and controlling key global marketing management concepts and tools.
Understand the concept of global competitiveness Identify the major challenges facing international marketers. Analyse the impact of culture on the marketing communication mix. Understand the implication of culture for relationship and network building.

Knowledge and Comprehen sion

The student will be able to : Application& Skills Analysis and Synthesis Analyze a global competitive environment for internationalization of SME. Analyze the marketing program of a global/ international organization. Case analysis, article reading and

research based on secondary data to create country snap shot will help in synthesizing the use of theory in analyzing different global issues.

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Lesson Plan Guideline Superior University Lahore.

6. Teaching and Learning Methodology

6.1 Lectures and Class Discussions: Lectures are designed in the manner that will help students to understand the basic theories and concepts of Global Marketing. The use of slides, cross questioning, reference material and class discussion will make the comprehension of the topic more effective. 6.2 Assignments: A set of assignments with a blend of theoretical and practical aspect will equip the students to learn and apply the theories and tools learn in the class to the real life situations. 6.3 Case Studies: Case studies will be used to analyze and apply the different theories and concepts discussed in the class 6.4 Guest Speaker: A guest speaker having experience of international operations will be invited to share his/ her experiences with the class. 6.5 Presentations: Case discussion and presentation of term papers will enhance the analytical presentation skills of students. solutions. The student will gain confidence by discussion and advocating their proposed

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Lesson Plan Guideline Superior University Lahore.

7. Reference Material
7.1 Text Book: Global Marketing: A decision-oriented approach, 4th edition, Svend Hollensen, Pearson Education (2007), New York 7.2 Reference Books International Marketing, 15th edition, Cateora, Gilly and Graham International Business: The Challenges of Globalization, fourth edition, Wild J, Wild K and Han J, Pearson Prentice Hall (2008), New York Managing Cultural Differences: Strategies for Competitive Advantage, Lisa Hoecklin, Addison-Wesley Publishers (1995), New York 7.3 Readings Anderson, James; Kumar, Nirmalya & James Narus (2008): Certified Value Sellers, Business Strategy Review, Vol. 19, Issue 1, pp. 48-53. Bonoma, Thomas V. (2006): Major Sales who really does the Buying?, Harvard Business Review, HBR Classic, July, pp. 172-181. Cavusgil, S. Tamer, Yeoh, Poh-Lin & Mitri, Michel (1995) Selecting Foreign Distributors: An Expert Systems Approach, Industrial Marketing Management, Vol. 24, pp. 297-304. Collis, David J. & Montgomery, Cynthia A. (2008): Competing on Resources, Harvard Business Review, Best of HBR, JulyAugust, pp. 140-150.

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Lesson Plan Guideline

Superior University Lahore.

Delene, Linda M., Meloche, Martin S. & Hodskins, John S. (1997): International Product Strategy: Building the Standardization-Modification Decision, Irish Marketing

Review, Vol. 10, No. 1, pp.47-54. Ekeledo, Ikechi & Sivakumar (2004): The impact of ECommerce on Entry-Mode Strategies of Service Firms: A Conceptual Framework and Research Propositions,Journal of International Marketing, Vol.12, No.4, 2004, p. 46-70. Elberse, Anita (2008): Should You Invest in the Long Tail?, Harvard Business Review, July-August, pp. 88-96. Gadiesh, Orit; Leung, Philip & Till Vestring (2007): The Battle for Chinas Good- Enough Market, Harvard Business Review, September, pp. 81-89. Grnross, Christian (1999): Internationalization Strategies of Services, Journal of Services Marketing, Vol. 13 No. 4/5, pp.290-297. Heskett,J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. & Leonard A. Schlesinger (2008): Putting the Service-Profit Chain to Work, Harvard Business Review, Best of HBR, JulyAugust, pp. 118-129. Hofstede, Geert (1994): The Business of International Business is Culture, International Business Review, Vol. 3, No.1, pp. 1-14. Johnson, Joseph & Tellis, Gerard J. (2008): Drivers of Success for Market Entry into China and India, Journal of Marketing, Vol. 72, pp. 1-13. Khan, Mahmood A. (2005): Internationalization of Services: The Global Impact of US Franchise Restaurants", Journal of Services Research, Vol. 5, No. Special Issue,December, pp. 187-215.

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Lesson Plan Guideline

Superior University Lahore.

Kim, W. Chan & Mauborgne, Rene (2005): Blue Ocean Strategy From Theory to Practice, California Management Review, Vol. 47, No. 3, (spring 2005), pp.105-121.

Mittal, Vikas; Sarkees, Mathew & Feisal Murshed (2008): The Right Way to Manage Unprofitable Customers, Harvard Business Review, April, pp. 95-102.

Peppard, Joe & Rylander, Anna (2006): From Value Chain to Value Network: Insights for Mobile Operators, European Management Journal, Vol. 24, Nos. 2-3, April-June, pp.128-141.

Piercy, Nigel F. & Lane, Nikala (2006) The hidden risk in Strategic Account Management Strategy, Journal of Business Strategy, Vol. 27, No.1, pp. 18-26

Quinn, James Brian & Hilmer, Frederick G. (1994): Strategic outsourcing, Sloan Management Review, summer, pp. 43-55. Saleh, Salif & Kleiner, Brian H. (2005) Effective Franchise Management, Management Research News, Vol. 28, No. 2/3, pp. 74-79









Configuring Value for Competitive Advantage: On Chains, Shops and Networks, Strategic Management Journal, Vol. 19, No. 5 (May 1998), pp. 413-437. Yip, George S. & Bink, Audrey J.M. (2007): Managing Global Accounts, Harvard Business Review, September, pp. 103111.

8. Assessments

8.1 Exam Papers Mid and final term exams will be conducted in order to evaluate the students learning and their understanding of the concepts. Exam paper will help in assessing the knowledge, comprehension, analytical and synthesis skills of students Quality Curriculum Designing 11

Lesson Plan Guideline

(sample papers are attached in annexure b). The detail of the content coverage in each term paper is discussed below: Weight age
Subjecti ve
Global marketing concepts Internationalization theories Political Environment Total 12 marks 08 marks 10 marks 30 marks

Superior University Lahore.

Subjecti ve
Pre Mid Socio cultural Environment and Market Selection process International marketing program Market entry strategies Total 20 marks 20 marks 15 marks 15 marks 70 marks

8.2 Research based Assignments The assignments are designed to familiarize the students with global competitive environment and design a competitive strategy. The students are required to select a country preferably outside Asia. 8.2.1 Assignment 1 (Individual Project) This paper will familiarize the students with the socio-cultural and economic aspect of the host country selected for the internationalization process. Prepare a well referenced paper of 3500-4000 words (excluding exhibits and references) describing the socio-cultural and economic context of the selected country. The major focus will be on analytical aspect of culture and economy of the country selected and mentions brief history only. Quality Curriculum Designing 12 Cultural and Economic Analysis

Lesson Plan Guideline

The paper will be checked for plagiarism. Guidelines: The contents of the paper are mentioned below in headings. Write few lines in each portion and avoid only mentioning figures. The data can be presented in tables and exhibits. Use APA format for referencing. Brief History Geography Location Climate Topography Population Total, growth rate, live births, birthrate Distribution of Population: age, gender, geographical areas, immigration rates and patterns, ethnic groups Economic Statistics and Activity GDP: total, rate of growth Personal Income Per Capita Average Family Income Distribution of Wealth: income classes, population per class, distribution distortions Inflation Rates Surface Transport: modes, availability, usage rates, ports Communication Systems: types, availability, usage rates Minerals and Resources Quality Curriculum Designing 13 Transportation and Communication Financial

Superior University Lahore.

Lesson Plan Guideline Superior University Lahore.

Principal Industries: % of GDP, ratio of private to public International Trade Statistics: exports/imports Trade dollars/trends, balance of payments/trends, exchange rates/single or multiple/current rate/trends Trade Restrictions: embargoes, quotas, import taxes, tariffs, licensing, custom duties Foreign Investment: opportunities, for which industries Noncash Income Activities: countertrades/products and types of trades, foreign aid received Labor Labor Force: size, unemployment rates Working Conditions; employer/employee relations, employee participation, salaries/benefits

Social Institutions Family: nuclear, extended, parental roles, marriage and courtship, female/male roles Education: primary, secondary, higher, literacy rate Political system: structure, parties, stability, tax rates, local government Legal system: judiciary, code or common, intellectual property Social organizations: groups, social classes, clubs, races, ethnicity, subcultures Business customs and practices Religion and Aesthetics Religion: doctrine and structures, degree to which accepted by people Prominent religions, membership, Quality Curriculum Designing 14

Lesson Plan Guideline Superior University Lahore. Powerful/influential cults Aesthetics: visual arts, music, drama, ballet, performing arts, folklore and symbols Living Conditions Diet and nutrition: meat vs. vegetables, typical meals, malnutrition rates, foods available Housing: types available, own or rent, one-family dwellings or live with other families Clothing: national dress, work clothing Recreation, sports, leisure: types available and in demand, % of income spent on Social security (pension) Health care Language Official language Spoken vs. written Dialects Science and Technology Current technology Percentage of GDP invested in R & D Technological skill level of labor force and general population Channels of Distribution Retailers: number, size, markups, cash vs. credit operation, large vs. small, chain stores Wholesalers: number, size, markups, cash vs. credit Import/Export agents Warehousing Penetration of urban and rural markets Quality Curriculum Designing 15 Media

Lesson Plan Guideline Superior University Lahore.

Availability Costs (ad rates): TV, radio, print, other Coverage (percent of population reached) of various media Reach (circulation or audience size) of each medium and media category These headings and subheadings have been taken from the Country Notebook guidelines, (to be provided in the class) which you should study carefully for ideas about what to include in each section of your papers. It may help you to think of these papers as executive summaries because, in real life, a country notebook would be extremely detailed and periodically revised and supplemented. The purpose of this assignment is to give you a taste of what it would be like to study a different country and culture in some (limited) detail.

Evaluation Criteria
Sr.# 1 2 3 4 5 History Socio Cultural Economic Review

Total Marks: 20)

Contents Marks 3 4 4 6 3

Analytical writing by linking models with the practice Referencing

8.2.2 Post Mid Project Project)

Foreign Market Analysis (Group

The purpose of this project is to give the student the opportunity to develop an understanding of the tasks, procedures, and methods of analysis used by a marketing manager in attempting Quality Curriculum Designing 16

Lesson Plan Guideline

to determine the feasibility of exporting a product and to determine the market potential of that product in a particular region of the world. Guidelines for data collection Select a product or product category that is currently being produced domestically. Choose a region of the world or major country that you feel may have a need for the product selected. Exercise care in selecting your product and market- avoid obviously illogical topics (exporting coffee to Columbia, coal to Newcastle, or sand to the beach). Prepare a report describing the product's potential in the selected market. Use the following outline as a guide for your analysis. Product Describe the general nature of the product selected: description, uses, benefits, cost, typical consumer, and other characteristics. You may wish to include: manufacturers in the U.S., current stage in product life cycle, and technological considerations. Also, discuss whether the product will be standardized or adapted. Geographic Description of Market Describe the major nation(s) or region that you have selected. Include maps and basic information regarding countries within the region selected. Demand Estimation Based on consumption and rate of use data for the product selected, utilize demographic data, industrial statistics, GDP, etc. to determine the approximate total potential level of consumption for the product in each country within the commodities may be used as indices. Include specific consumer or industrial target market descriptions. Competition Quality Curriculum Designing 17

Superior University Lahore.

Lesson Plan Guideline

Use whatever resources are available to attempt to determine the level of competition to be encountered for your product in this market. Be sure to consider both domestic producers and producers in other countries. Legal Environment Analyze the current legal and economic factors relevant to your product. Consider any barriers to trade: import quotas, tariffs, customs restrictions, required licenses, registrations, or permits. Monetary Environment & Financial Considerations Describe the current economic conditions of the country or countries involved. Include balance of trade, credit worthiness, currency, and foreign exchange rates, methods of financing and collection and use of countertrade if appropriate. Cultural Environment Examine the cultural problems/differences between the nations involved. Consider: language, customs, attitudes toward U.S., etc. Describe what marketing strategy adjustments and product adaptations should be made.,8 Political/Economic Risks Evaluate the degree of risk that an exporter to this country/region would be exposed. Describe specific sources of risk involved and suggest possible ways to minimize risks. Transportation Explore the various possible methods of shipment. Examine speed, cost, cargo safety, and flexibility of each possible transportation method. Include a description of the procedures required for distribution: documentation, insurance, customs, shipping schedules and routes, containerization, and other cargo handling considerations. Markets Quality Curriculum Designing 18 Channels of Distribution within Foreign

Superior University Lahore.

Lesson Plan Guideline

Describe the ultimate consumers or industrial users of the product. Describe types of middlemen involved and how the product will get from producer to end user. Promotion Describe the media available, reach and coverage of the various media, and any legal restrictions involving advertising. Guidelines for Report writing Format of paper should be similar to project outline above. Include a Table of contents, Bibliography and/or References (see example of reference listing below) and a brief Introduction. Charts, graphs, maps, etc., should be put in Appendices. Tables and Figures may be included within the body of the report. Use either footnotes, Endnotes, or Author/date citation About 12-15 pages (one-sided) 1.5 line space Fully justified 12-point, Times New Roman Margins: One inch on all sides Pagination (adopt 1 of 12, 2 of 12, style of pagination). No pagination on the title page Use portrait page orientation wherever possible. Avoid

Superior University Lahore.

landscape page orientation.

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Lesson Plan Guideline Superior University Lahore. Evaluation Criteria
Sr.# Contents

(Total Marks: 20)

Mar k s

1 2 3 4 5 6

Product Geographic Description of Market Demand Estimation Competition Legal Environment Monetary Environment & Financial Considerations

1 1 2 2 2 2

7 8 9 10 11 12 13

Cultural Environment Political/Economic Risks Transportation Channels of Distribution within Foreign Markets Promotion
Referencing Formatting, Grammatical and Spelling

2 1 1 2 2 1 1

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Lesson Plan Guideline Superior University Lahore.

Instruction: It is a group assignment (consisting of 4-5 members) that has to

be submitted in the form of hard copy to your course instructor on given date and time.

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Lesson Plan Guideline Superior University Lahore. Presentation Evaluation Criteria:

The presentation will be evaluated on following criteria:

Clarity of concepts Structure of the presentation. Group Coordination Personality, Confidence and Voice Quality Ability to answer questions effectively Others: 1. Use visual aids at right time with confidence 2. Introduction 3. Follow the structure given in introduction

3 2 2 2 marks marks marks marks

1 marks

Total Note:

10 Marks

1. This criteria is subject to change as per the discretion of course Instructor 2. Time allowed for each presentation must be within 10-15 minutes

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Lesson Plan Guideline

9 . Lecture Plan
Wee k Topic Course Overview Lecture/Discussion Read: Text, Chapter 1 Global marketing in a firm Article: How Local Companies Keep Multinationals at Bay by Arindam K. Bhattacharya and David C. Michael ,HBR march 2008

Superior University Lahore.

Learning Outcomes Students will be able to: Characterize and compare the management style in SMEs and LSEs Identify drivers for global integration and market responsiveness Explain the role of global marketing in the firm from a holistic perspective Describe and understand the concept of the value chain Identify and discuss different ways of internationalizing the value chain

Activity: Case1.1 Vermont Teddy Bear: Should Vermont Teddy Bear go Abroad.

Lecture/Discussion Chapter 2: Initiation of internationalization.

Students will be able to: Identify the reason why firms go international Explain the difference between proactive and reactive motives Analyze the triggers of export initiation Explain the difference between internal and external triggers of export initiation Describe different factors hindering export initiation Know the critical barriers in the process of exporting

Activity: Case 2.2 3 Shah Rukh Khan Internationalization of an Indian Cult Icon Lecture/ DiscussionStudents will be able to: Internationalization theories Read: Text, Chapter 3, Analyze and compare the three theories explaining a firms

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Lesson Plan Guideline Superior University Lahore.

internationalization process Identify the most important determinants for the internationalization process of SMEs Understand the different factors which influence internationalization of services Develop the relevance of the network model for an SME serving as a subcontractor Comprehend the term Born Global and its connection to Internet marketing Activity: Case 3.1

Lecture/DiscussionDevelopment of the firms international competitiveness Read Text Chapter 4 Discussion of Final Project 4

Students will be able to: Define the concept international competitiveness in a broader perspective from a macro level to a micro level Identify the factors influencing the firms international competitiveness Explain how Porters traditional competitive-based five forces model can be extended to a collaborative (five sources) model

Activity: Reading from reading pool 5 Lecture/DiscussionThe Political and Economic Environment Read Text Chapter 6 Skim chapter 5 Students will be able to : Understand the importance of global market research Identify the political/legal environment and its effect on the attractiveness of a potential foreign market Distinguish between political factors in

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Lesson Plan Guideline Superior University Lahore.

the home country environment and the host country environment Understand political risk analysis procedure Activity Paper 1 Economic Analysis . (See guidelines in the assessment part) Reading Week 6 Selected readings from the reading pool Class Quiz Mid Term Exam and presentation of Paper 1 Lecture/ DiscussionThe socio Cultural environment International Market Selection Process Read Text Chapter 7-8 8 Activity: Paper 2 Cultural Analysis (See guidelines in the assessment part) Lecture/ Discussion Some approaches to the choice of entry mode Read Text Chapter 9 Skim Chapter 10 9 Students will be able to: Identify and classify different market entry modes Explore different approaches to the choice of entry mode Explain how opportunistic behavior affects the manufacturer / intermediary relationship . Activity: 10 Articles reading Lecture/ Discussion Hierarchical Modes Read Text Chapter 12 Students will be able to: Describe the main hierarchical modes Identify the factors to consider when choosing a market entry strategy Students will be able to : Understand the effect of socio cultural environment on the attractiveness of a potential market Identify international markets and model to screen them.

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Lesson Plan Guideline Superior University Lahore.

Activity Project Discussion Lecture/ Discussion Designing Global marketing program 11 Skim Text Chapter 14,15. Lecture/ Discussion Lecture/ Discussion Designing Global marketing 12 program Skim Text Chapter 16-17 Students will be able to: Explore the influencing factors that lead to adaptation/ customization of firm product. Distinguish between PLC and IPLC Understand the role of external and internal factors in international pricing Students will be able to: Explore the determinants of channel decision Understand the integration of marketing channel and its importance Understand the techniques available and appropriate in international 13 markets. Final Term Presentations

Grading of course
Sr. Contents Weightag e Research /class 10% 10% 10% 10% 20% 10% 30% 100%

# Pre-Mid Assessment 1 2 Individual Assignment Case Discussion

participation 3 Mid Term Exam Post-Mid Assessment 5 Post mid case and article discussion 6 Final project 7 Presentation of final project 8 Final Term Exam Overall Percentage

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Lesson Plan Guideline


Academic & Disciplinary Policies

10.1 Late Submission

Superior University Lahore.

According to the University policy an assignment submitted after the due date, without an approved extension, will be penalized at the rate of 20% deduction of the possible maximum marks of the assessment item. This policy is applicable till the next working day after due date and time of assignment. Assignments submitted after this will be awarded zero marks. 10.2 Absenteeism Late coming and shortage in attendance i.e. 3 continual absents from class, ensure that students will be struck off from the relevant subject. It is not acceptable for you to disturb the class by entering late. If you are unavoidably late, then please wait outside until the lecturer indicates you may come in. 10.3 Scholastic Honesty Superior University expects each student to do his/her own work. The University has "zero tolerance" for cheating, plagiarism, unauthorized collaboration on assignments and papers, using "notes" during exams, submitting someone else's work as one's own, submitting work previously submitted for another course, or facilitating acts of academic dishonesty by others. The penalties are severe! 10.4 Plagiarism University policy prohibits students plagiarizing, collusion, copying and ghost writing any material under any circumstances. A student plagiarizes if he or she presents the thoughts or works of another as ones own. This definition may include: Using anothers ideas without due acknowledgement; Working with others without permission and presenting the resulting work as though it was completed independently.

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Lesson Plan Guideline

Superior University Lahore.

Aiding another student to plagiarize is also a violation of the plagiarism Policy and may invoke a penalty.

10.5. Cover Sheets for Assessment A Faculty specific Assignment Cover Sheet (available at university bookshop) is to be completed and attached to each assessment item to be submitted.


Class Rules and Regulations

All mobile phones must remain switched off (not kept on

silent / vibration mode) for the entire duration of a class. Any breach of this rule will lead to immediate confiscation of the phone, which will only be returned after the semester is over. No food, drinks, bubble gum or beetle-nut will be allowed inside the classroom. In order to maintain the sanctity and decorum on the University Campus, all male and female students are required to be dressed in a decent and appropriate manner. Please note carefully that under no circumstances will you be allowed to attend classes in a casual and shabby getup, for example, dirty and un ironed clothes. The University shall take a particularly stern view of any kind of immodest and revealing clothes, such as shalwar-qameez with long slits, shirts with low necklines, skirts and tight or torn jeans. Male students may wear shalwarqameez with waist-coat and sandals with straps. Cheating, plagiarism, offensive language and disruptive behavior will be addressed according to policies for academic misconduct mentioned in the Students Handbook. A student must have maximum participation in class lecture and activities. He/she should think critically to make effective arguments during the class.

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Lesson Plan Guideline

Superior University Lahore.

Give respect to your class mates in terms of their opinions and arguments. A student is encouraged to make opposing argument but maintain class decorum cannot be ignored.


A 15-minute break will be given. Any student coming late or returning late after the break will be considered absent for that In case of cancellation / makeup of a class you shall be notified through the program manager or class coordinator. If you fail to attend at least 90% of the sessions you will receive an F grade for the module


Assessment GPA and Percentages

This is an outstanding standard indicating comprehensive and understanding of the relevant materials;



demonstration of an outstanding level of academic ability; mastery of skills (as identified in the assessment task); and achievement of all assessment objectives. (70-79%) This is an excellent standard indicating a very high level of knowledge and understanding of the relevant materials; demonstration of a very high level of academic ability; sound development of skills (as identified in the assessment task); and achievement of all assessment objectives. (60-69%) This is a very good standard indicating a high level of knowledge and understanding of the relevant materials; demonstration of a high level of academic ability; reasonable development of skills (as identified in the assessment task); and achievement of all assessment objectives. (50-59%) This is a satisfactory standard indicating an adequate knowledge and understanding of the relevant materials; demonstration of an adequate level of academic ability; satisfactory development of

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Lesson Plan Guideline

skills (as identified in the assessment task); and achievement of most assessment objectives. Fail (less than 50%)

Superior University Lahore.

This is an unsatisfactory standard indicating an inadequate knowledge and understanding of the relevant materials; insufficient evidence of academic ability; failure to develop skills (as identified in the assessment task); and failure to achieve assessment objectives.

Appendix 1

Case Analysis Guidelines

Preparing for Case Analysis

1. Understanding of Case Study Your first task is to understand the scenario you are given. When you read the scenario you should identify the facts of the case. The following questions can guide you in doing this. What is the case study about? What are the characters involved in the case study? What are the different dilemmas in the case? What are the actions undertaken in the case to resolve the problems? As you are reading you will also need to fill in gaps based on your knowledge of theory and of the world and ignore irrelevant details. 2. Identify the Core Problem in the Case Study: Quality Curriculum Designing 30

Lesson Plan Guideline

As you identify the facts of the case you will begin to think problems. In doing this you will need to Distinguish between symptoms of the major problems and the themselves. Distinguish between immediate and longer term Find evidence to support your decision about what you believe to be the core problems. 3. Analyze the Issues in the Context of a Theoretical Framework: As you identify the core problem(s) you will begin to analyze the issues underlying these problems. The following steps assist with this. Identify any bias in the way the case is described. Classify the factors that influence the problem. Reflect on theoretical principles from your course that might explain aspects of the case. Apply analytical models from your course to further illuminate the situation. Identify the decisions that need to be made. Identify strategic issues. Identify risk factors. Identify historical precedents. problems. major problems

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about the problems and to decide which problems are core

4. Exploring Alternative Solutions with Reference to a Theoretical Framework: Quality Curriculum Designing 31

Lesson Plan Guideline

As you are analyzing the issues you will begin to think about alternative solutions. You should: Consider the long and the short term Define the alternative possible solutions Compare the alternative solutions in regard to theoretical grounding, strengths and weaknesses, risk factors.

Superior University Lahore.

5. Choosing the Best Solution: As you explore the alternative solutions you will begin to decide on the best solution for the organization in solving its problems. It is important at this stage to provide a justification for the solution you choose.

6. Making Recommendations for Action: When you have decided on the best solution you will be able to make a recommendation or recommendations. At this stage you should do the following: Express your recommendation(s) precisely. Ensure that your recommendations are complementary. Ensure that it is feasible to implement the


How Analysis






A case analysis is presented as a report. The following is a suggested structure for a case analysis report:

Introduction: Describe the situation and identify the Quality Curriculum Designing 32

Lesson Plan Guideline

main problem.

Superior University Lahore.

Body: Analyze the problem and the issues underlying the problem. Present and analyze alternative solutions to the problem.

Conclusion: Identify the best solution. Recommendations: Identify the courses of action needed to implement the best solution.

The Evaluation of WAC shall be as follows:

Mar k Criteria Introduction (Identification of problems) Body (Analysis of the problem) Conclusion, Recommendations and Suggestions Answers to the questions given Total s 3 5 5 2 15

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