MARKETNG 7024 - Developing Global Markets (M)

North Terrace Campus - Trimester 2 - 2015

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 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 Staff

    Course Coordinator: Ms Kate Duryea

    Name: Catherine (Kate) Duryea 
    Location: Room 9.21
    The Nexus Building, Pulteney Street, The University of Adelaide.
    Email: catherine.duryea@adelaide.edu.au

    Course Timetable

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

  • 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 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
  • 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.

    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 

    Introductions
    Assignment Review
    Case Studies 
    Discussion 
    Day 2 

    Topic 3, Chapters 3 & 4
    Culture 

    Topic 4, Chapter 6
    Political and Legal Environments 

    Form groups
    Discussion
    Case Studies
    Activities
    Day 3  Topic 5, Chapter 7
    Research, Segmentation and Positioning 

    Topic 6, Chapter 8
    Emerging Markets, International Competition 
    Group work
    Case Studies
    Activities 
    Planning for Assessment 
    Day 4  Topic 7, Chapters 10 & 18
    Market Entry, Pricing 

    Topic 8, Chapters 12 & 13 
    Product Policy Decisions 
    Activities
    Group Discussion 
    Report planning 
    Day 5  Topic 9, Chapter 14
    Marketing Channels 

    Topic 10, Chapter 16
    Global Communication 
    Activities
    Group Discussion 
    Day 6 

    Depending on numbers, may have in class presentations. 

    Other activities 

    Hints for Report
    Discussion
    Activities
    Exam Preparation
    TBA Exam details TBC 

     

  • Learning & Teaching Activities
    Learning & Teaching Modes
    This 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.
    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • 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 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 Detail
    The 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.
    Submission

    No information currently available.

    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.