MARKETNG 7024 - Developing Global Markets (M)

North Terrace Campus - Semester 1 - 2014

International marketing is of growing importance to policy makers and firms as the phenomenon described as globalisation is believed to create a convergence of cultures, political and economic systems. There is supporting and contradicting evidence for this proposition: that there is a congruence of economic and political systems, but cultures remain firmly rooted within nations and this is borne out by recent conflicts that appear to be culturally based. Further, international terrorism and natural disasters are creating risks and challenges for nations and their decision makers which require systematic analysis and risk reduction strategies. At the centre of all these issues is the consumer whose needs and wants the international marketing manager wants to understand so that firms can create marketing mixes that can match these. Therefore the international marketer has to understand the nature of these uncontrollable environmental variables and work within these to develop suitable marketing strategies to enter and operate within countries.

  • General Course Information
    Course Details
    Course Code MARKETNG 7024
    Course Developing Global Markets (M)
    Coordinating Unit Business School
    Term Semester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Assumed Knowledge MARKETNG 7005 plus one other postgraduate marketing course
    Course Description International marketing is of growing importance to policy makers and firms as the phenomenon described as globalisation is believed to create a convergence of cultures, political and economic systems. There is supporting and contradicting evidence for this proposition: that there is a congruence of economic and political systems, but cultures remain firmly rooted within nations and this is borne out by recent conflicts that appear to be culturally based. Further, international terrorism and natural disasters are creating risks and challenges for nations and their decision makers which require systematic analysis and risk reduction strategies. At the centre of all these issues is the consumer whose needs and wants the international marketing manager wants to understand so that firms can create marketing mixes that can match these. Therefore the international marketer has to understand the nature of these uncontrollable environmental variables and work within these to develop suitable marketing strategies to enter and operate within countries.
    Course Staff

    Name: Sylvie Hertrich
    Location: Level 9, Room 9.28, Nexus Building, UoA
    Email: sylvie.hertrich@em-strasbourg.eu
    Course Website: www.myuni.adelaide.edu.au

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    Lectures 4-6pm Wednesdays
    Location: Napier 209
    Consultation time by appointment Wednesdays 2-3pm
  • Learning Outcomes
    Course Learning Outcomes
    International marketing is a key component of a specialised marketing degree. This course is designed to provide students with an understanding of the decision variables a marketing manager may use in developing and implementing marketing decisions in an international marketing environment. The theories covered in this course include the basis of analysing international consumer behaviour and the international marketing environment, the logic of adaptation versus standardisation of the marketing mix and those guiding market entry decisions.

    In addition, this course aims to develop the basic skills needed to develop an international marketing plan and to provide students with opportunities for practical implementation of the relevant concepts through analysing a variety of international business scenarios. Finally, the continuing development of good inter-personal and communication skills is widely recognised as important for all graduates. This course specifically seeks to develop students’ abilities to critically analyse and discuss case studies, as well as making a group presentation and writing an international marketing plan.

    By the end of this course students should be able to accomplish the following Learning
    Outcomes (LO):
    • A comprehensive understanding of and the ability to apply basic international marketing theories and concepts (LO 1);
    • The ability to undertake strategic business analysis in order to develop appropriate international marketing objectives and strategies (LO 2);
    • The ability to identify, analyse, and evaluate data, information, and evidence related to international business opportunities and threats (LO 3);
    • The ability to communicate, clarify, and present to peer audiences in a professional setting (LO 4); and
    • The ability to produce a logical and coherent group International Marketing Plan (LO 5).
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. LO 1
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. LO 3
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. LO 2
    Skills of a high order in interpersonal understanding, teamwork and communication. LO 4, LO 5
    A proficiency in the appropriate use of contemporary technologies. LO 4
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. LO 2, LO 3
  • Learning Resources
    Required Resources
    Cateora, Philip R., Gillian Sullivan Mort, Clare D’Souza, Mehdi Taghian, Jay Weerawardena, and John L. Graham 2nd Ed (2012). International Marketing, McGraw Hill Australia Pty Ltd., North Ryde, New South Wales.
    Online Learning
    MYUNI

    Additional course-related material is available through MyUni (www.myuni.adelaide.edu.au ). Students are also expected to read all course-related announcements posted on the course website. If you fail to do this, you may miss out on important information. Please ensure you read email notifications and course notifications.

    I strongly encourage you to attend lectures as there will be questions, activities and information available. Tutorials complement lectures so again, it is strongly recommended you attend. Different activities will be done within lectures and tutorials.
    Course Over View
    Lecture Topics Chapters Topics
    Day 1 The Marketing Plan
    Day 2 1,2,3,4,5,6,7 Major Dimensions of International Marketing
    International Market Research
    Day 3 8,9,10,11,12,13,14 Market Entry Strategies
    Day 4 15,18 International Product Policy
    International Price Policy
    Day 5 17,19,20 International Distribution Policy
    International Communication Policy
    Day 6 1 to 20 Oral Presentation of an International Marketing Plan
    TBA Open Book Exam

     

    Tutorial schedule
    Tutorial Topics Chapters Tutorial topics generally FOLLOW the lectures
    Day 1 Introduction to the topic, introduction to the class. Formation of groups. Distribution of cases. How to approach a Case Study. Discussion about assessment. Tourism Case Study
    CASE STUDY individual assignment N°1 due DAY 2 at 9:00 am
    Day 2 Elaboration of a Marketing Plan.
    Introduction
    SWOT Analysis
    Strategy
    Mix-Marketing
    Discussion on appropriate companies and topics including confirmation of groups
    Food and Wine Case Study
    Day 3 1,2,3,4,5, 6, 7, 8 International Marketing.
    International Market Research
    Examination of Culture
    Project in Progress reports
    Elaboration of an International Marketing Plan
    Group Project discussion if required for report and presentations
    CASE STUDY individual assignment N°2 due DAY 4 at 9:00 am
    Day 4 9, 10, 11, 12, 13,14, Market Entry Strategies
    Exporting
    Foreign direct investment
    Contractual agreements
    Interfirm linkages
    Automotive Case Study
    Day 5 15, 16, 17, 18, 19, 20 International Mix-Marketing
    Product, Pricing, Distribution and Communication decisions
    Elaboration of an International Marketing Plan
    Group Project discussion if required for report and presentations
    INTERNATIONAL MARKETING PLAN due DAY 6 at 9:00 am
    Day 6 Oral Group Presentation of an International Marketing Plan If there is time, overview of any key terms not fully covered
    26th Jul – 3rd Aug Examination revision week
  • Learning & Teaching Activities
    Learning & Teaching Modes
    In order to perform well in this course, students must have a strong command of the relevant international marketing theories and concepts covered in class and successfully apply them in individual assignments and group projects. Therefore, students are expected to have reviewed the topic to be discussed every week and be fully prepared for each class. In addition, there is a strong assumption that students will engage in class discussions in an informed way. The communication skills developed in tutorials by regularly and actively participating in discussions are considered to be most important by the School and are highly regarded by employers.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.
    Learning Activities Summary
    Lecture Topics, Chapter Readings and Tutorial Guidance available on MyUni.


    Specific Course Requirements
    Students undertaking International Marketing are expected to satisfy all following assessment requirements:
    1. To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
    2. Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. If we cannot read your writing it becomes impossible to mark.
    3. Students are encouraged to check their marks and notify the Lecturer-in-Charge of any discrepancies.
    4. All assignments will be checked for plagiarism via TurnItIn through the MyUni website. This is a computer programme that detects plagiarised work.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Components Weighting
    Case Study Analysis (Individual) 20%
    Project in Progress Reports (Group) 10%
    Assignment 2a: Strategy “The Pitch” Presentation (Group) 10%
    Assignment 2b: Strategy Plan (Group) 10%
    Final Exam: 3 hours (Individual) 50%
    Assessment Detail
    Further details on MyUni and will be covered in detail in lectures and tutorials.
    Submission
    Presentation of Assignments
    • Students must retain a copy of all assignments submitted.
    • Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.
    • All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment. One person puts the assignment on TurnItIn and ONE copy only of the paper version.

    Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

    Assignment Guidelines including Referencing Details
    A copy of the Postgraduate Programs: Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments.

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports and making oral presentations.
    In preparing any written piece of assessment for your postgraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis so this means marketing and international marketing journals. You can also view quality government and private business sites which offer factual information. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism (further information on plagiarism is provided in this course outline.)

    Information on referencing will be provided in the course in the first week. Please DO NOT plagiarise by not acknowledging all facts, theory, direct quotes, indirect but paraphrased ideas or concepts.

    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 5% mark reduction for each day or part day (24 hours) that it is late. A weekend is two days.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.