MARKETNG 3501 - International Marketing III

North Terrace Campus - Semester 2 - 2017

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 planning, cultural distance, branding for international markets, international market entry, distribution strategies and adaptation versus standardisation. 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 Case study, Project Presentation, Strategy Pitch and Strategy Report and Exam as per 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.

  • Learning Outcomes
    Course Learning Outcomes

    On successful completion of this course, students will be able to
    1. Apply basic international marketing theories and concepts to understand the environment;
    2. Undertake strategic business analysis in order to develop appropriate international marketing objectives and strategies;
    3. Identify, analyse, and evaluate data, information, and evidence related to international business opportunities and threats relevant in the current world;
    4. Communicate, clarify, and present to peer audiences in a professional setting and work in a team reflected in assessment activities; and
    5. Produce a report considering the marketing of a business to consumers or business customers in different cultural contexts with consideration of ethical conduct.
    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
    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
    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.
    Recommended Resources
    Students undertaking this course must submit
    all written individual assignments and group reports to TurnItIn through the
    MyUni International Marketing III homepage. TurnItIn is a plagiarism prevention
    service that detects text that is copied from other sources and may not be
    referenced or acknowledged appropriately. Do not use PDF copies for this, they must be .doc or .docx formats for reports and
    case studies. You can submit the powerpoint too.

    Throughout the course I encourage you to use a variety of journal articles. In addition, the following textbooks, which are available from the Barr Smith Library, also provide relevant and useful knowledge on international marketing theories and concepts. Also view sites such as business councils and groups, government sites for country information, marketing journals and world or trade bloc sites.

    Czinkota, M, Ronkainen, I, Sutton-Brady, C, and Beal T (2008). International Marketing, Asian Pacific Ed., Thomson Learning Australia: South Melbourne, VIC.

    Kotabe, M, and Helsen K (2008). Global Marketing Management, John Wiley & Sons: Hoboken, NJ.


    Business Planet: This is a World Bank supported website, providing information on how to conduct business in 181 countries -

    CIA Facts

    Department of Foreign Affairs and Trade

    E-Clips at Cornell University Department of Applied Economics and Management -

    Center for International Business Education and Research (CIBER) Michigan State University:

    Other library resource guides for students in the Business School

    Online Learning

    Additional course-related material is available through MyUni ( These include lecture materials and exam-related materials. 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. As this is an internal delivered course, handouts will only be available to those who attend lectures – if you don’t come you miss out.

    Tutorials complement lectures so again, it is strongly recommended you attend. Different activities will be done within lectures and tutorials. Tutorials and lectures start week ONE. Because of the October public holiday, there will be no tutorials nor lectures in that week to avoid disruptions to class. 


  • 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.

    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.


    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.

    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.

    Because of public holidays, there are NO lectures and NO tutorials for Week 9. 

    Learning Activities Summary
    Tutorials will have activities which reinforce lecture content, some discussion and some weeks there will be presentations. 
    Lectures will with be a little interactive. At various points in the lecture, students can discuss elements with someone sitting nearby. 

    Assessable content for this course includes a Project in Progress presentation in tutorial; an individual assessment piece which may relate to a case study; a group report and a group presentation plus an exam. 
  • 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 Task Weighting Learning Outcome
    Case Study Analysis (individual) 20%
    A Project in Progress presentation (group) 5%
    Strategy Plan Report (group) 15%
    Strategy Presentation (group) 10%
    Exam (individual) 50%
    Total 100%
    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 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.

    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 WEEK 4 ONLY 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, after Week 4
    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.

    For ALL assessable works, please use quality research sources. This means you DO NOT use Wikipedia, blogs, Kwintessential, unknown websites with no authors (unless they are government or industry or corporate sites). So do not use essay sites, case study sites, slideshare. Some theory sources are useful for all pieces.

    Assessment Detail
    Assignment 1              Individual assessment           20%
    Students are to analyse a case study which will be advised in early weeks of the course. Learning Objectives
    being assessed: CLO 1, CLO 2, and CLO 3

    Project in Progress Presentation       GroupAssessment          5%
    Respective to your international marketing project, student teams are expected to create a Project in Progress’ PowerPoint Presentation. Your ability to critically analyse your project and present your findings will contribute to 5% of your overall assessment. You are to choose an existing Australian company and focus on one product line/type or service. You study the SAME company through the Strategy Presentation and Strategy Report. The idea is that you build upon your study and research through the semester. All group members must participate and prepare for your assigned report. If you do not present and prepare, you will not receive marks. You cover the topic of your assigned or chosen week. Do NOT CONTACT THE COMPANY DIRECTLY but use publicly
    available information.
    Learning Objectives being assessed: CLO 1, CLO 3, and CLO 4

    Assignment 2a Strategy Presentation        Group Assessment    10%
    This is a group assessment. Each student group is expected to present their strategy. All group members must attend and all group members must participate. If you do not turn up, you do not get a mark (unless for a medical condition with full medical certificate).
    Learning Objectives being assessed: CL0 1, CL0 2, CLO 3 and CLO 4

    Assignment 2b Strategy Report        Group Assessment          15%
    This is a group assessment. Students are to prepare a strategy plan for international market expansion based on their chosen company/product. Learning Objectives being assessed: CLO 1, CLO 2, CLO 3, CLO 4, and CLO 5

    Presentation of Assignments
    · Students must retain a copy of all assignments submitted.
    · Try to attach an ‘assignment cover sheet’ which is signed and dated by you before submission. All pieces must be put online to Turnitin by the due time and date. In the event of an unexplained computer outage, please ensure you have a quality paper copy which could be available at short notice.
    · 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 is given during presentations. Please ensure you have your names on the paper reports and case studies as a header or footnote (name and student ID/s) plus the cover page.

    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 Undergraduate Communication Skills Guide is available at MyUni. Other elements which are helpful to your assignments and understanding are posted on MyUni for this course. PLEASE READ THEM as they should ASSIST YOU. 

    The Guide 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 undergraduate 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 mark and return assignments to students within two (2) weeks of the due date with written feedback. If there are computer glitches or public holidays or late assignments it may stray outside these days but we will do our best.

    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.
    I will not hesitate to refer any suspected plagiarism issues to the Academic Integrity.

    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.

  • 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.