Course Outline
Code: BUS710
Title: Marketing in an International Environment
Faculty of Arts, Business and Law
USC Business School
Teaching Session: ATMC Semester 2
Year: 2018
Course Coordinator: Dr Wendy Spinks
1. What is this course about?
1.1 Course Description
International Marketing explores the dimensions of marketing within a global context. The course will include an exploration of the cultural differences in planning and conducting marketing transactions across national borders in order to achieve both organisational and individual objectives. You are introduced to the many forms of entering international markets: export/import, licensing, joint ventures, wholly-owned subsidiaries, turnkey operations and management contracts. You are required to develop and apply your international market research skills through the development of an international marketing plan for a regional business.
1.2 Course Content
The environment of international marketing:
• The rationale for international marketing and globalisation
• Avoiding the pitfalls of the international economic and legal environment
• Appreciating the dynamics of the international economic and financial environment
• Catering for the social and cultural environment of international marketing
• Technology and change in international marketing
• Contemporary environmental variables in international marketing Strategies for international marketing:
• Researching international markets
• International market selection and entry
• International competitive strategy
• Internationalisation, relationships and networks International marketing implementation:
• Modifying products for international markets
• Promotion in international marketing
• International marketing in the decade ahead
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Course Outline: BUS710 Marketing in an International Environment
2. Unit Value
12 units
3. How does this course contribute to my learning?
Specific Learning Outcomes
On successful completion of this course you should be able to: Assessment Tasks
You will be assessed on the learning outcome in task/s:
Graduate Qualities
Completing these tasks successfully will contribute to you becoming:
Discern and reflect on a range of ethical business dimensions regarding international, political and financial obligations and develop ethical action plans. 1 and 3 Ethical.
Analyse global crisis and global conflicts and develop innovative strategies for competitive advantage. 3 Creative and critical thinkers. Engaged.
Describe global contexts and why these influence international marketing activities. 1, 2 and 3 Knowledgeable.
Demonstrate advanced knowledge and recognise issues related to global social responsibility and sustainability. 1, 2 and 3 Sustainability-focussed.
4. Am I eligible to enrol in this course?
Refer to the Coursework Programs and Awards - Academic Policy for definitions of “pre-requisites, corequisites and anti-requisites”
4.1 Enrolment Restrictions
Must be enrolled in a Postgraduate program
4.2 Pre-requisites
Nil
4.3 Co-requisites
Nil
4.4 Anti-requisites
Nil
4.5 Specific assumed prior knowledge and skills
N/A
5. How am I going to be assessed?
5.1 Grading scale
Standard – High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL)
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Course Outline: BUS710 Marketing in an International Environment
5.2 Assessment Tasks
Task No. Assessment Tasks Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
1 Researching for an international market Individual 30% 1,800 words Week 5
Friday 6:00pm AEST SafeAssign
2 International market comparison presentation In a small
Group or in Pairs
30%
10-15 minutes Weeks 9 and 10 In class for on campus students.
3 International marketing plan - executive business report Individual 40% 2,500 words Week 12
Friday
6.00pm AEST SafeAssign
100%
Assessment Task 1: Researching for an international market
Goal: In this assessment task you will research and evaluate a new international marketplace for your chosen brand / product.
Product: A written report
Format: Individual, written report 1,800 words.
You will prepare a report for a real organisation and brand and/or product (the product may be a good or service) for the macro and micro environment (this requires a focus on the competition and target market) in a new chosen International marketplace. This report will set the stage for tasks 2 and 3 . Your lecturer can assist you with your choice of organisation.
Criteria • Use of relevant research
• Evaluation of your chosen international environment
• Demonstration and appreciation of the important external influences as well as marketplace dimensions that will impact successful entry into the new location.
• Demonstration of global responsibility and sustainability as well an appreciation of the resources and capabilities available to the firm.
• Application of relevant theory
• Recommendations
NB. Please see Blackboard for further assessment criteria and marking rubrics.
Generic skill assessed AQF 9 Skill assessment level
Organisation Developing
Communication Developing
Assessment Task 2: International marketing plan – PowerPoint presentation
Goal: In this assessment task, you are given the opportunity to hone your presentation skills by presenting to a supportive, yet critical audience.
Product: A PowerPoint presentation
Format: In a group of 2 or 3, PowerPoint presentation, 10-15 minutes plus Q&A.
You will give an oral presentation comparing and evaluating market research findings related to the new international markets under investigation to your colleagues and teacher. You will be assessed on both your individual inputs to this assessment as well as your contribution to the team effort.
Criteria • Presentation, teamwork and time management skills
• Uses of relevant research to analyse and compare global situational contexts
• Recognition of issues related to sustainability and the resources and capabilities of the firm.
• Justification of decisions
• Recommendations
NB. Please see Blackboard for further assessment detail and marking rubrics.
Generic skill assessed AQF 9 Skill assessment level
Communication Developing
Problem solving Developing
Assessment Task 3: International marketing plan - executive business report
Goal: In this assessment task, you will apply international marketing theory to develop an effective international marketing plan and solutions for an International environment.
Product: Written report
Format: Individual), written report, 2,500 words.
You will provide a thoroughly researched and justified International marketing plan in report form for the senior managers of the organisation of your choice. This report builds on your previous research and evaluation in Assessment Tasks 1 and 2. This task also requires that you explain and justify your decisions based on your previous research of the market and sound application of International marketing theory.
Criteria • Report presentation and communication
• Application of international marketing theory to develop a marketing plan
• Linking of findings in previous research in Assessment Task 1 and marketing plan strategies.
• Recognition of issues related to sustainability and the resources and capabilities of the firm.
• Development of a marketing plan
• Justification of decisions
• Recommendations
NB. Please see Blackboard for further assessment criteria and marking rubrics.
Generic skill assessed Skill assessment level
Problem solving Graduate
Communication Graduate
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Course Outline: BUS710 Marketing in an International Environment
5.3 Additional Assessment Requirements Plagiarism
In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks, when submitted to Blackboard, are electronically checked through SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to.
Eligibility for Supplementary Assessment
Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4%
b) The course is graded using the Standard Grading scale
c) You have not failed an assessment task in the course due to academic misconduct
5.4 Submission Penalties
Late submission of assessment tasks will be penalised at the following maximum rate:
• 5% (of the assessment task’s identified value) per day for the first two days from the date identified as the due date for the assessment task.
• 10% (of the assessment task’s identified value) for the third day
• 20% (of the assessment task’s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task.
• A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task.
Weekdays and weekends are included in the calculation of days late. To request an extension, you must contact your course coordinator to negotiate an outcome.
6. How is the course offered?
6.1 Directed Study Hours
On campus Lecture: 3 hours
Please refer to the Course Activities table for further details.
6.2 Course Activities
Teaching
Week /
Module What key concepts/content will I learn? What activities will I engage in to learn the concepts/content?
Directed Study Activities Independent Study Activities
1 The rationale for international
marketing and globalisation
Text Ch. 1 & 11
Refer to blackboard
2 International market environment: Avoiding the pitfalls of the international economic, political and legal environment Text Ch. 2 & 3 Refer to blackboard
3 Catering for the social and cultural environment of international marketing and Technology and change in international marketing Text Ch. 4 & 5 Refer to blackboard
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Course Outline: BUS710 Marketing in an International Environment
4 Researching international markets and
international market selection and entry Text Ch. 7 & 8 Refer to blackboard
5 Modifying products for international markets and pricing. Text Ch. 13 & 14 Refer to blackboard
6 Promotion in international marketing and distribution. Text Ch. 15 & 16 Refer to blackboard
7 Contemporary environmental variables in international marketing Text Ch. 6 Refer to blackboard
8 International competitive strategy
Text Ch. 9 Refer to blackboard
9
Task 2 Presentations Refer to blackboard
10 Task 2 Presentations
Refer to blackboard
11 Internationalisation, relationships and networks plus services marketing. Text Ch. 10 & 17 Refer to blackboard
12 Review, future trends and workshop task 3. Refer to blackboard
Please note that the course activities may be subject to variation.
7. What resources do I need to undertake this course?
7.1 Prescribed Text(s)
Please note that you need to have regular access to the resource(s) listed below:
Author Year Title Publisher
Fletcher and Crawford 2017 International Marketing. An Asia-Pacific Perspective: 7th Edition Pearson
7.2 Required and Recommended Readings
Lists of required and recommended readings may be found for this course on its Blackboard site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course.
7.3 Specific Requirements
Internet access
7.4 Risk Management
Health and safety risks have been assessed as low. It is your responsibility to research and understand risks of specific courses and to review the USC’s health and safety principles by viewing the online induction training for students.
8. Links to relevant University policies and procedures
For more information on Academic Learning & Teaching categories including:
• Assessment: Courses and Coursework Programs
• Review of Assessment and Final Grades
• Supplementary Assessment
• Administration of Central Examinations
• Deferred Examinations
• Student Academic Misconduct
• Students with a Disability http://www.usc.edu.au/university/governance-and-executive/policies-and-procedures#academic-learningand-teaching