MARKETNG 3501 - International Marketing III

North Terrace Campus - Semester 2 - 2016

International marketing is a rapidly growing area within the disciplines of marketing and international business. Central to international marketing is the response of international rather than domestic buyers in the marketing environment, the types of decisions that are most feasible and the information required in decision making. During this course, the student will gain insights into the pressures created by the international economic, political, legal and cultural environmental influences on marketing planning. This course will enable students to learn analytical skills required to develop international marketing plans and develop the marketing mix elements in the international environment. International marketing is one of five subjects in the marketing discipline and extends the knowledge developed in marketing management into the international rather than the domestic market. The major theories include, pathways of internationalisation, political and economic risk analysis, international strategic planning, cultural distance, product development and branding for international markets, international market entry, distribution strategies and the structure of international organisations. The conceptual material developed during this course will be implemented through class exercises, case studies and a major project.

  • General Course Information
    Course Details
    Course Code MARKETNG 3501
    Course International Marketing III
    Coordinating Unit Adelaide Business School
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 1001
    Assumed Knowledge MARKETNG 2501
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Ms Kate Duryea

    Catherine (Kate) Duryea
    Course Timetable

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

    The lecture for this course is on Wednesdays 1-3pm at Engineering North Chapman's N158 lecture room.
  • 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 communications plan and strategy, 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 a group Communication Strategy Plan.

    On successful completion of this course, students will be able to:
    • Apply basic international marketing theories and concepts to understand the environment (CLO 1);
    • Undertake strategic business analysis in order to develop appropriate international marketing objectives and strategies (CLO 2);
    • Identify, analyse, and evaluate data, information, and evidence related to international business opportunities and threats relevant in the current world (CLO 3);
    • Communicate, clarify, and present to peer audiences in a professional setting and work in a team reflected in assessment activities (CLO 4); and
    • Produce a report considering the marketing of a business to consumers or business customers in different cultural contexts with consideration of ethical conduct (CLO 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)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    CLO1, CLO2, CLO3
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    CLO1, CLO2 CLO3
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
  • Learning Resources
    Required Resources
    Fletcher Richard, Crawford Heather, 2014, International Marketing an Asia-Pacific Perspective, 6th edition, Pearson, NSW.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course is delivered with a two-hour lecture and one-hour tutorial per week.

    Current news events, case studies and readings will be part of learning including videos and discussion.

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

    This course has a two-hour lecture and one-hour tutorial each week. Tutorials begin Week 1.
    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
    Assessments in this course relate to a Case Study Analysis (individual) worth 20% of total course; A Project in Progress presentation (group) worth 5% of total course; a Strategy Plan Report (group) worth 15% of total course and Strategy Presentation (group) worth 10% of total course; and an exam (individual) worth 50% of total course.
    Assessment Detail

    No information currently available.


    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 ( 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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  • Policies & Guidelines
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