MARKETNG 7024 - Developing Global Markets (M)
North Terrace Campus - Trimester 2 - 2015
General Course Information
Course Code MARKETNG 7024 Course Developing Global Markets (M) Coordinating Unit Business School Term Trimester 2 Level Postgraduate Coursework Location/s North Terrace Campus Units 3 Contact Up to 3 hours per week Available for Study Abroad and Exchange Y 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 Coordinator: Ms Kate Duryea
Name: Catherine (Kate) Duryea
Location: Room 9.21
The Nexus Building, Pulteney Street, The University of Adelaide.
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesInternational 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
- 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 Strategy 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
Required ResourcesCateora, 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.
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.
This course will be run in an intensive mode. So there will be lectures, then a seminar style of discussion. There will be group work and activities as well in one large room. Students need to do the readings before the dates in class. Every effort will be made to keep the course interesting however students will need to be prepared for class and will need to participate and concentrate.
Course Over View Days Chapters and topics Activities. This is a guide only. Day 1
Topic 1, Chapters 1 & 11
International Marketing and SMEs
Topic 2 Chatpers 2 & 5
International Trade and Financing
Topic 3, Chapters 3 & 4
Topic 4, Chapter 6
Political and Legal Environments
Day 3 Topic 5, Chapter 7
Research, Segmentation and Positioning
Topic 6, Chapter 8
Emerging Markets, International Competition
Planning for Assessment
Day 4 Topic 7, Chapters 10 & 18
Market Entry, Pricing
Topic 8, Chapters 12 & 13
Product Policy Decisions
Day 5 Topic 9, Chapter 14
Topic 10, Chapter 16
Depending on numbers, may have in class presentations.
Hints for Report
TBA Exam details TBC
Learning & Teaching Activities
Learning & Teaching ModesThis course is taught in a concentrated format which means there is a six-day schedule of teaching with seminars/lectures/tutorial type discussion.
Students will undertake a range of activities during this six-day schedule with case studies, analysis of companies or country information, discussion on news events and discussion and preparation of assessable items such as the Strategy Report, Strategy Presentation and Case Study.
Students should be prepared to be actively involved in discussion with other class members and to participate actively during these sessions.
No information currently available.
Learning Activities Summary
No information currently available.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment SummaryAssessment for this course consists of an individual case study (essay format); a group Strategy Presentation and a group Strategy Report. There is an exam (individual assessment).
Assessment DetailThe course has a Group Presentation and Script. Depending on numbers, the presentation slides and script may only be assessed, or if there are small numbers, in class presentations will be part of assessment.
The course has a Group Strategy Report.
There is an individual Case Study assignment.
There is an exam.
No information currently available.
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.
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.
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