MARKETNG 7024 - Developing Global Markets (M)

North Terrace Campus - Winter - 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 Winter
    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 14 Jul - 25 Jul (Monday, Wednesday, Friday)
    Location: Engineering Nth, N132, Lecture Theatre
    Time: 9:30am - 3:30pm

    The full timetable of all activities for this course can be accessed from the Course
    Planner at https://access.adelaide.edu.au/courses/search.asp?year=2014
  • 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 day 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

    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 Components Due Date and Time Weighting Related Learning Objectives
    Case Study Analysis Day 2 10% LO 1, LO 2, LO 3
    Group Project in Progress Report Day 3 10% LO 1, LO 3, LO 4
    Case Study Analysis Day 4 10% LO 1, LO 2, LO 3, LO 4
    Oral Group Presentation Day 6 20% LO 1, LO 2, LO 3, LO 4, LO 5
    Final Open book Exam: 3 hours TBA 50% LO 1, LO 2, LO 3, LO 4
    Assessment Related 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 handwriting 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.

    This course has Group Work. Please note, in life you must work with other people, some may have different communication styles, working styles, levels of ability. ALL group members receive the same mark for the written and presenting components. It is up to the group to work co-operatively together and ensure everyone does their fair share. Should there be a group situation that cannot be resolved, you have UNTIL DAY 3 to alert your tutor. It may be required that one member or members may have to work solo or in pairs if the matter cannot be resolved. Please note, day 3 there will be no further discussion on this with tutors except should there be serious medical circumstances. In all group work, all group members MUST participate and contribute.

    The assessment components are as follows:

    Assignment N°1     Individual Assessment     10%
    Students are to analyse a case study which will be advised the first day of the course.

    Learning Objectives being assessed: LO 1, LO 2, and LO 3

    Due Date: To submit by 9:00am on DAY 2.

    You must submit a PAPER copy at the appropriate assignment box at the Nexus Building as well as an electronic copy on MyUni by this time and date.

    Group Project in Progress Report     Group Assessment     10%
    Respective to your international marketing project, student teams are expected to create a short ‘Project in Progress’ PowerPoint report. Your ability to critically analyse your project and present your findings will contribute to 10% of your overall assessment. You are to choose an existing company and focus on one product line/type or service. You study the SAME Company through the progress reports to the international marketing plan report. The idea is that you build upon your study and research through the course. All group members must participate and prepare for the report. If you do not present and prepare, you will not receive marks.

    Learning Objectives being assessed: LO 1, LO 3, and LO 4

    Date and time: DAY 3 during tutorial schedule.

    You must submit a PAPER copy to the tutor for the presentation and an electronic copy on MyUni on that tutorial day.


    Assignment N°2     Individual     10%
    Students are to analyse a case study which will be advised the first day of the course.

    Learning Objectives being assessed: LO 1, LO 2, and LO 3

    Due Date: To submit by 9:00am on DAY 4.

    You must submit a PAPER copy at the appropriate assignment box at the Nexus Building as well as an electronic copy on MyUni by this time and date.


    Oral group presentation     Group Assessment     20%
    This is a group assessment. In a group of up to four, students are to prepare an international marketing plan based on their chosen company/product. Each student group is expected to present their strategy. All group members must attend and all group members must participate

    Learning Objectives being assessed: LO 1, LO 2, LO 3, LO 4, and LO 5

    Due Date: DAY 6 by 9:00 am.

    You must submit a PAPER copy at the appropriate assignment box at the Nexus Building as well as an electronic copy on MyUni. The group submits ONE copy on TurnItIn with all names and the cover sheet and ONE paper copy.

    Due Date: The presentations will be held on DAY 6 depending on numbers, may also in tutorial timeslots. You must present a paper copy to the lecturer on the day of your assigned presentation. ONE copy should be put up electronically on TurnItIn by DAY 6 by 9:00 am.

    Final Exam     Individual Assessment     50%
    There will be an open book 3-hour exam, consisting of short-answer questions and a case study. Date: TBA
    Assessment Detail
    1. Assignment 1: Case Study (10%)     INDIVIDUAL

    Time and date: DAY 2 at 9:00 am
    Word limit: Approximately 30 slides

    The answers for each question must be presented in the form of a PowerPoint presentation, to the maximum of 40 slides in total. It can be a PDF of the slides

    Assessment:

    INTRODUCTION: 10 points

    ANALYSIS: 50 points
    25 points for internal analysis
    25 points for external analysis

    STRATEGY: 40 points
    7 points for objectives
    7 points for segmentation
    7 points for targeting 7 points for positioning
    7 points for sources de volume
    5 points for driving elements of marketing-mix

    Students are required to submit a hard copy (with appropriate individual assignment cover sheet) as well as a final soft copy to through MyUni. This needs to be submitted by the due time and date.

    Note: Your analysis should clearly demonstrate application of course concepts and theoretical material. Please do not repeat the case study in a summarised form. It is important to pay attention to the coherence of the different pars of the marketing plan. The marketing strategy has to be based on the developed analysis; the marketing-mix has to be declined from the analysis and the marketing strategy.
    In addition, all sources should be acknowledged in your written report using Harvard referencing. This is important. A report may be returned for resubmission or failed if sources are not acknowledged.

    Details will be covered in class to assist you further.

    2. Project in Progress Report (10%)     GROUP

    Time and date: During Day 3.
    Hand a paper copy to your tutor during the class. Submit via MyUni by 9:00 on your
    tutorial day. This can be a PDF of the slides. One group member submits it.
    Length: 7 PowerPoint Slides Only with notes and a reference list. Include a Reference List at the last slide with in text referencing.

    Each tutorial, each group will submit a maximum of 7 PowerPoint slides PLUS a reference list on the progress of the group’s major project relating to the topics detailed in the table below. All group members share the same score. The topics to be presented in each ‘Project in Progress’ report are detailed in the table below. If you do not turn up for your presentation you lose the score. Please include a reference list on your slides and in text referencing showing your factual sources. You may include a ‘script’ on your handout to the tutor or you may just include the slides only. You choose the same company throughout the semester so you can focus on one product line/service. Each member of the group should speak. You should all work on the research and contribute. If you have many references, a second reference list page is permissible.
    Slides Progress Report Topics
    1 Selected company, background and preparedness for
    internationalisation
    Introduction to countries under consideration for entry
    2 Cultural screening
    Political and legal screening
    3 Market potential and final country selection
    Competition
    4 International Marketing Strategy
    Standardisation vs. adaptation
    5 Market Entry Modes
    6 Product Strategy
    Pricing Strategy
    Distribution Strategy
    Communication strategy
    7 Reference List

    3. Assignment 2: Case Study (10%)    INDIVIDUAL

    Time and date: DAY 4 at 9:00 am
    Word limit: Approximately 20 slides

    The answers for each question must be presented in the form of a PowerPoint presentation, to the maximum of 30 slides in total. It can be a PDF of the slides

    Assessment:

    MARKETING-MIX: 100 points
    25 points for product policy
    25 points for pricing policy
    25 points for distribution policy
    25 points for communication policy
    Students are required to submit a hard copy (with appropriate individual assignment cover sheet) as well as a final soft copy to through MyUni. This needs to be submitted by the due time and date.

    Note: Your analysis should clearly demonstrate application of course concepts and theoretical material. Please do not repeat the case study in a summarised form. It is important to pay attention to the coherence of the different pars of the marketing plan. The marketing strategy has to be based on the developed analysis; the marketing-mix has to be declined from the analysis and the marketing strategy.

    In addition, all sources should be acknowledged in your written report using Harvard referencing. This is important. A report may be returned for resubmission or failed if sources are not acknowledged.

    Details will be covered in class to assist you further.

     
    4. International Marketing Plan and Oral Presentation (20%)    GROUP

    Assessment level: Group (maximum of four students each).

    Due: DAY 6
    Formatting: Slide presentation with handout to tutor/lecturer. Electronic copy on
    TurnItIn by 9:00 on day 6.


    The major project requires students to research an internationalised firm using published sources for a real company (this is the same company you have chosen for the ‘Project in Progress’ reports). Your group is to present the paper and presentation as if you were international marketing consultants employed by the firm and asked to conduct an analysis of a company that sells its products or services to a completely new overseas market and create an international marketing plan for that company/product. You will need to consider the decisions of a company doing business in another country, regardless of their internationalisation experience/stage. Importantly, the selected potential markets must be new international destinations for the company and none of your team member can be from these countries. The purpose of the project is to enable you to develop research skills regarding a country with which you are not familiar. This group project comprises of TWO elements, each of which is explained in the following sections.

    this level of postgraduate work, you must have A MINIMUM Of 15 QUALITY REFERENCE sources for both the Report and the Pitch. This means you DO NOT use Wikipedia, blogs, unknown websites, essay sites, case study sites. You must use legitimate factual and research sources. Some theory sources will be needed.
     
    The group presents their findings to the class over a 25-30 minute time frame. You are to dress formally as if you were presenting to a Board of Directors. You have to present the international marketing plan

    Assessment:

    INTRODUCTION: 5 points

    ANALYSIS: 20 points
    20 points for internal analysis
    20 points for external analysis

    STRATEGY: 10 points
    2 points for objectives
    2 points for segmentation and targeting
    2 points for positioning
    2 points for sources de volume
    2 points for driving elements of marketing-mix

    MARKET ENTRY STRATEGIES: 20 points

    INTERNATIONAL MARKETING-MIX: 40 points
    25 points for product policy
    25 points for pricing policy
    25 points for distribution policy
    25 points for communication policy

    CONCLUSION: 5 points

    You are to provide PowerPoint or other slides (paper copy) to the tutor/lecturer and
    submit a copy on TurnItIn. You must have a reference list and in text references to support your factual claims. Remember to keep to the time. You may elect to hand out other material to the ‘audience’ – this is up to you (such as a fact sheet, or chart or examples of product). Every group member must speak. How you arrange the information is up to you. You will be given some guidelines in lectures.

    5. Final Examination (50%)   INDIVIDUAL
     
    Time and date: Time to be advised by the Examination Office
    Location: To be advised
    Duration: 3 hours plus 10 minutes reading time
    Assessment type: Summative - Open book exam


    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.

    Return of Assignments
    Lecturers and tutors aim to marked and return assignments to student within two (2)
    weeks of the due date with written feedback.

    Students are STRONGLY advised to keep separate copies of the assessment pieces. More than one group member needs a copy. Keep a copy on a USB as well as your computer. You may wish to email your report and assessment materials to your own email addresses as another safeguard. DO NOT re submit any materials or partial materials you have done at ANY COURSE previously (at this university, another undergraduate course or any other course) as this is likely to show up on TurnItIn.
    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.

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    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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