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亨利商学院

评估简介

模块代码和标题

MMM172 跨境管理

模块召集人
召集模块人

卡兹·基罗洛斯
卡兹-基罗洛斯

评估类型

课程作业

评估权重

100

提交截止日期

提交点 (Blackboard/Turnitin/Other)
提交点(黑板/Turnitin/其他)

黑板/Turnitin
黑板/Turnitin

需提交的项目
提交项目

业务报告

个人或小组评估
个人或小组评估

个人
个人

模块召集人办公时间/咨询和反馈的机会

敬请预约

下表显示了本作业中正在评估的模块学习成果。使用此表格可帮助您了解此评估与您在模块上的学习之间的联系。

正在评估的模块学习成果
被评估的单元学习成果

批判性地审查国际可持续发展战略。

进行稳健的财务分析

评估不同的机构环境如何影响国际营销策略

对不同的国际公司进行比较分析。

任务(如果需要,请附加任务简介)
任务(如需要可附上任务简介)

您被任命为顾问,为即将上任的首席执行官提供关于大型跨国公司国际竞争力的见解。您的报告旨在为新任首席执行官提供对公司的简洁而有力和坦率的评估,反思他们的业务、公司、营销、国际和可持续发展战略、他们的财务状况,并提供一些他们应该考虑的建议。
您的报告旨在为新任首席执行官提供对公司的简洁而有力和坦率的评估,反思他们的业务、公司、营销、国际和可持续发展战略、他们的财务状况,并提供一些他们应该考虑的建议。

报告结构如下:

对公司当前的企业战略及其全球范围、国际活动及其利益相关者的细分进行批判性概述(700 字)。

使用财务比率评估公司的财务状况,与竞争对手进行基准比较。评估不同的收入来源并强调任何值得关注的原因。是否存在任何可能影响公司运营(包括供应链)的潜在汇率风险?(700 字)(注意,数字、表格和图表不属于此处的字数)。

对公司的业务战略和国际营销定位进行批判性评估,并将其与竞争对手进行比较(700 字)
对公司的业务战略和国际营销定位进行批判性评估,并将其与竞争对手进行比较(700 字)。

对其可持续发展战略的批判性评估,考虑它们在不同国家背景下的可行性以及与竞争对手的比较(700 字)
对其可持续发展战略的批判性评估,考虑它们在不同国家背景下的可行性以及与竞争对手的比较(700 字)。

关于您对企业国际竞争力地位的总体结论,以及您将提出的任何建议(700 字)

您可以选择以下公司:
您可以选择以下公司:

开云

联想

葛兰素史克

西门子

神谕

培生集团

大众

斯沃琪集团

任天堂

Kraft
卡夫

Guidelines/details of how to prepare your submission
如何准备提交材料的指南/细节

You will work on their assignment during class workshops and class activities during the lecture. Make sure you take full advantage of this, as this is an opportunity to get feedback from your fellow students and other students.
你们将在课堂研讨和课堂活动中完成作业。请务必充分利用这一机会,因为这是您从同学和其他同学那里获得反馈的好机会。

Self-regulation: Make sure that you…
自我调节:确保您...

Do not over-rely on AI output. While I encourage students to use AI as a productivity tool, the output generated can only take you so far.
不要过度依赖人工智能输出。虽然我鼓励学生将人工智能作为一种生产力工具,但它所产生的结果只能让你走得更远。

Three key pieces of advice based on the feedback given to the previous cohort who completed this assignment
根据前一批完成这项任务的学生的反馈意见,提出三条重要建议

This is a new module; however, the module leader recommendations are as follow:
这是一个新模块,但模块负责人建议如下:

Data, stats and facts are the bedrock of a strong business report.
数据、统计数字和事实是一份出色商业报告的基石。

Remember to be objective, and examine all options equally before making recommendations
切记要客观,在提出建议前要对所有方案进行平等审查

Ensure you expand on your analysis, and explain what the findings mean
确保扩展您的分析,并解释分析结果的含义

Formatting Guidelines
格式指南

N/A
不适用

Word limit/guidance and penalty applied
字数限制/指导和适用的处罚

Maximum word count is 3,500 words.
字数上限为 3 500 字。

Referencing Style
引用方式

Harvard style
哈佛风格

Guidance on Academic Misconduct (including using Turnitin practice area)
学术不端行为指南(包括使用 Turnitin 实践区)

http://www.reading.ac.uk/internal/exams/Policies/exa-misconduct.aspx

STANDARD TEXT TO BE INSERTED
插入的标准文本

Criteria
标准

70+

60-69

50-59

40-49

0-39

Knowledge and understanding
知识和理解

Excellent knowledge and understanding. This shown through clear evidence of a wide range of reading which went beyond the standard textbook and lecture material.
知识和理解能力出色。这表现在阅读范围广泛,超出了标准教科书和授课材料的范围。

Clear knowledge and understanding is present
有明确的知识和理解

Clear grasp of the standard academic literature with some evidence of reading beyond the lecture slides and textbook
清楚掌握标准学术文献,有证据表明阅读了讲义和教科书以外的内容

Reasonable knowledge and understanding evident
合理的知识和理解显而易见

Familiarity with the standard academic material from lectures and the textbook. No external material used
熟悉讲座和教科书中的标准学术材料。未使用外部材料

Some knowledge and understanding is evident
有一定的知识和理解能力

Evidence of study but only a sketchy or limited use of set reading. Some gaps in knowledge of the relevant literature
有学习的证据,但只是粗略或有限地使用了设定的阅读内容。对相关文献的了解存在一定差距

Little/unclear evidence of knowledge/ understanding
知识/理解的证据很少/不明确

Little or no evidence of study. Poor or incorrect use of academic material, with some main writings or literature ignored.
很少或根本没有学习的证据。学术材料使用不规范或不正确,一些主要著作或文献被忽视。

Application and analysis
应用与分析

Excellent use of sources and theories.
出色地运用了资料和理论。

A wide range of relevant issues identified and are extremely well discussed in an analytical manner
确定了广泛的相关问题,并以分析的方式进行了非常好的讨论

Sources and theories used are relevant to the topic.
所用资料和理论与主题相关。

A good range of relevant issues identified and largely discussed in an analytical manner
确定了一系列相关问题,并以分析的方式进行了广泛讨论

Standard sources and theories applied in a formulaic way.
以公式化的方式应用标准资料和理论。

Some relevant issues identified but some less relevant information given too much prominence
确定了一些相关问题,但对一些不太相关的信息过于重视

Some irrelevant or inappropriate material.
一些无关或不适当的材料。

Range of issues limited.
问题范围有限。

Only a few relevant issues identified
只确定了几个相关问题

Largely irrelevant or inappropriate use of theories.
理论使用基本不相关或不恰当。

Research
研究

Excellent use of a wide range of data, statistics, and facts from multiple credible sources. Demonstrates an outstanding ability to diversify sources, including academic journals, reputable publications, consulting reports, annual reports, and data sets, to support arguments comprehensively.
善于利用多种可靠来源的大量数据、统计资料和事实。表现出卓越的能力,能将学术期刊、著名出版物、咨询报告、年度报告和数据集等来源多样化,以全面支持论点。

Clear and effective use of data, statistics, and facts from a good variety of sources. Evidence of using more than the standard textbooks and lecture materials to support arguments. Some diversification of sources is evident.
清晰有效地使用各种来源的数据、统计资料和事实。有证据表明使用了比标准教科书和讲座材料更多的资料来支持论点。资料来源明显多样化。

Reasonable use of data and facts, with some attempt to use diverse sources. Mainly relies on standard materials, but some extra effort is shown in finding relevant data.
合理使用数据和事实,尝试使用不同的资料来源。主要依靠标准材料,但在寻找相关数据方面表现出一定的额外努力。

Limited use of data and facts, with minimal diversification of sources. Largely depends on lecture notes and textbook material without significant external research.
数据和事实使用有限,来源极不多样化。主要依靠讲义和课本材料,没有大量的外部研究。

Little or no use of data, statistics, or facts. Almost no effort to diversify sources, relying heavily on unsubstantiated statements or irrelevant information.
很少或根本不使用数据、统计资料或事实。几乎没有努力使信息来源多样化,大量依赖未经证实的陈述或无关信息。

Synthesis and Evaluation
综合与评估

Clear evidence of strong critical judgement, independent thinking and originality in the use of concepts and comparison of ideas.
在概念的使用和观点的比较方面,有明显证据证明其具有很强的批判性判断、独立思考和独创性。

Balanced, two-sided consideration of the question or topic, based on academic literature. Able to contrast different arguments.
以学术文献为基础,对问题或主题进行平衡的、双面的思考。能够对比不同的论点。

The essay clearly addresses the title as set
文章清楚地论述了所设定的标题

A very good attempt has been made to integrate ideas from a range of authors
在整合多位作者的观点方面,我们做了很好的尝试

Reasonably well balanced and reasoned arguments have been constructed
构建了合理均衡、有理有据的论点

Two-sided arguments made with some references to academic literature
提出了双面论点,并参考了一些学术文献

The essay very largely addresses the title as set
这篇文章在很大程度上是针对标题所设置的

There is some integration from a range of authors
来自多位作家的作品进行了整合

There is some balance and reason in the arguments presented
提出的论点有一定的平衡性和合理性

A little bit one sided in their argument.
他们的论点有点片面。

The essay is more descriptive than analytical and the relevance to the essay title is not always clear
文章的描述性多于分析性,与文章标题的相关性并不总是很明确

There is limited integration of authors
对作者的整合有限

There is limited balance/reason in the arguments
论据的平衡性/合理性有限

A very one-sided essay, setting out only one point of view.
这是一篇非常片面的文章,只阐述了一种观点。

Largely opinionated with no real analysis present. and only address the title in a limited way
主要是观点,没有真正的分析。

There is no balance or reasoning applied
没有运用平衡或推理

Answer based largely or wholly on own viewpoint or assertion.
答案主要或完全基于自己的观点或主张。

The essay does not address the title as set
文章没有涉及所设置的标题

Highly descriptive with few facts or concepts.
描述性强,事实或概念很少。

Presentation and style
介绍和风格

Extremely well structured with arguments and paragraphs following logically
结构极为严谨,论点和段落逻辑性强

Helpful introduction which sets out the basis and structure of the essay and a well justified conclusion
有用的引言,阐明文章的基础和结构,以及理由充分的结论

Mainly well-structured with most arguments and paragraphs following logically from one to the next
主要结构合理,大多数论点和段落逻辑性强
.

Good try at both introduction and conclusion.
引言和结尾都做得很好。

Reasonably well structured – some points not organised logically but generally possibly to follow
结构合理--有些观点的组织不符合逻辑,但总体上可以理解

Introduction evident but not clearly setting out essay structure
引言明显,但未明确提出文章结构

Conclusion evident but not clearly setting out essay arguments and final evaluation
结论明显,但未明确提出文章论点和最终评价

Some structure evident in places but often the link between arguments is not clear and the flow is difficult to follow.
有些地方的结构很明显,但论点之间的联系往往不清楚,难以把握流向。

Introduction and conclusion unclear. One may be missing
引言和结论不明确。可能缺少一个

No clear or logical structure. Mainly an assortment of observations or comments, possibly in bullet point form.
没有清晰或合乎逻辑的结构。主要是各种意见或评论,可能以要点形式出现。

No apparent introduction or conclusion
没有明显的引言或结论

All resources will be available for you on the blackboard page.
您可在黑板页面上获取所有资源。

Guidance on academic misconduct (including using Turnitin practice area)
学术不端行为指导(包括使用 Turnitin 实践区)

The work you produce must be your own or that of members of your group if it is a group assessment. It must not have been submitted as part of other assessments, at this or another institution. You should ensure that the work you produce adheres to the University’s statement on academic integrity and to the regulations regarding academic misconduct (such as plagiarism and cheating). You can find information about this at: University of Reading Academic misconduct policies.
您的作品必须是您自己的作品,如果是小组评估,则必须是小组成员的作品。不得在本机构或其他机构的其他评估中提交。您应确保您的作业符合大学的学术诚信声明以及有关学术不端行为(如剽窃和作弊)的规定。您可以在以下网址找到相关信息:雷丁大学学术不端行为政策。

You are encouraged to put a draft of your work through the Turnitin practice area to satisfy yourself that the work is your own original work. You can seek advice from the Module Convenor.
我们鼓励您在 Turnitin 实践区中对自己的作品草稿进行修改,以确保该作品是您自己的原创作品。您可以向单元召集人寻求建议。

Use of Generative Artificial Intelligence (GenAI) tools
使用生成式人工智能(GenAI)工具

*What do we mean by GenAI?
*什么叫 GenAI?

GenAI tools create new content in the form of text, code, images, videos, music etc. The most common GenAI tools at the time of writing are ChatGPT, CoPilot, Claude, Llama and Gemini. Please note that this list is not exhaustive. Please refer to the article here which frequently updates its list of well-known GenAI tools.
GenAI 工具以文本、代码、图片、视频、音乐等形式创建新内容。在撰写本文时,最常见的 GenAI 工具有 ChatGPT、CoPilot、Claude、Llama 和 Gemini。请注意,此列表并不详尽。请参阅此处的文章,该文章经常更新知名 GenAI 工具列表。

There are three categories of GenAI use in assessments in operation at the University of Reading. The ticked box below indicates which category this assignment belongs to:
雷丁大学在评估中使用的 GenAI 有三个类别。下面打钩的方框表示本作业属于哪一类:

1.

GenAI tools cannot be used in any way in the assessment
GenAI 工具不能以任何方式用于评估

2.

GenAI tools can be used to support student learning and development (to sketch initial ideas, find sources, explore unfamiliar concepts, provide structure etc.)
GenAI 工具可用于支持学生的学习和发展(勾勒初步想法、查找资料、探索不熟悉的概念、提供结构等)。

3.

The use of GenAI tools is actively encouraged to help students develop their skills in the use of such tools and understand how their use can be incorporated into authentic writing tasks. Specifically: Enter text here
我们积极鼓励使用 GenAI 工具,以帮助学生提高使用此类工具的技能,并了解如何将这些工具的使用融入真实的写作任务中。具体来说在此输入文字

If option 2. or 3. above is checked, you must include a statement to acknowledge your use of GenAI tools* within the assessment itself. This statement should be written in complete sentences and include the following information:  
如果勾选了上述选项 2 或 3,则必须在评估本身中包含一份声明,承认您使用了 GenAI 工具*。该声明应以完整的句子书写,并包含以下信息:

Name and version of the GenAI tool used; e.g. ChatGPT-3.5  
所用 GenAI 工具的名称和版本;例如 ChatGPT-3.5

Publisher (company that provides the GenAI system); e.g. OpenAI  
发布者(提供 GenAI 系统的公司);例如 OpenAI

URL of the AI tool (if applicable)  
人工智能工具的 URL(如适用)

Brief description (single sentence) of the way in which the GenAI tool was used  
简要说明 GenAI 工具的使用方式(一句话

Confirmation that the work is your own  
确认作品为您本人所有

For example: 
例如
 

I acknowledge the use of ChatGPT 3.5 (OpenAI, https://chat.openai.com/) to generate an outline for background study. I confirm that no output generated by GenAI has been presented as my own work.
本人确认使用 ChatGPT 3.5 (OpenAI, https://chat.openai.com/) 生成背景研究大纲。本人确认,GenAI 生成的任何结果均未作为本人的工作成果提交。

Note: if you have not used GenAI tools to help with your assessment, you must still include a statement to acknowledge this fact, e.g. I declare that no GenAI tools have been used to produce this work.
注意:如果您没有使用 GenAI 工具来帮助您进行评估,您仍然必须包含一项声明来确认这一事实,例如:我声明没有使用 GenAI 工具来制作本作品。

The misuse of GenAI tools, including the failure to appropriately acknowledge the use of such tools, is considered academic misconduct and carries sanctions, as detailed in the Assessment Handbook.
滥用 GenAI 工具,包括未适当承认使用过此类工具,均被视为学术不端行为,并将受到处罚,详情请参见《评估手册》。

Please also refer to student guidance on Using Generative AI Tools at University and GenAI and University Study
还请参阅 "在大学使用生成式人工智能工具 "和 "GenAI 与大学学习 "的学生指南。

Academic misconduct penalties
学术不端行为处罚

The University’s standard policy on academic misconduct applies.
☐ 适用大学关于学术不端行为的标准政策。

Other: Enter text here
☐ 其他:在此处输入文字

Late submission point
迟交点

Blackboard Turnitin Other: Enter text here
☐ Blackboard ☐ Turnitin ☐ 其他:在此处输入文本

Late submission penalties
迟交罚金

The University’s standard penalties apply. See Standard Penalties.
☒ 适用大学的标准处罚。参见标准处罚。

Other: Enter text here
☐ 其他:在此处输入文字

Timing of feedback:
反馈的时间:

Within 15 days of submission deadline
☒ 提交截止日期后 15 天内

When examinations marks are released
☐ 考试分数公布时间

Other Click here to add text
☐ 其他 点击此处添加文字

Type of feedback:
反馈类型:

Mark Generic Feedback

Individual Feedback Comments written on the assessment
个人反馈 ☐ 写在评估上的评论

Audio Feedback Video Feedback
音频反馈 ☐ 视频反馈

Breakdown of Mark Other: Click or tap here to enter text.
马克的分解 ☐ 其他:单击或点击此处输入文字。

Location of Feedback:
反馈地点:

Blackboard Turnitin RISIS
☒Blackboard ☒Turnitin ☐RISIS

Other: Click or tap here to enter text.
☐其他:单击或点击此处输入文字。