MARKETNG 3501 - Marketing to the World
North Terrace Campus - Semester 2 - 2020
General Course Information
Course Code MARKETNG 3501 Course Marketing to the World 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 Course Description 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.
Course Coordinator: Ms Kate DuryeaCatherine (Kate) Duryea
The full timetable of all activities for this course can be accessed from Course Planner.Both Lectures and Tutorials start WEEK ONE of the semester. Tutorials follow the lecture topics the following week (ie Week 2 tutorial explores Week 1 lecture topic).
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)
1 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
1,2,3 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
4 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
1,2,3 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
5 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
Required ResourcesInternational marketing 7E An Asia Pacific Perspective, Pearson Publishing, Melbourne.
Authors: Richard Fletcher, Heather Crawford.
An e version link is here: E version
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 - http://rru.worldbank.org/businessplanet/default.aspx?pid=1
CIA Facts http://www.cia.gov
Department of Foreign Affairs and Trade http://www.dfat.gov.au
E-Clips at Cornell University Department of Applied Economics and Management - http://eclips.cornell.edu/homepage.do
Center for International Business Education and Research (CIBER) Michigan State University: http://ciber.bus.msu.edu/
Other library resource guides for students in the Business School http://www.adelaide.edu.au/library/guide/eco/com/
Additional course-related material is available through MyUni (www.myuni.adelaide.edu.au). 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.
The University has determined that all lectures are online because of COVID-19.
Tutorials complement lectures so again, it is strongly recommended you attend. Tutorials and lectures start week ONE. There are no lectures NOR tutorials in week 9 as the public holiday in October disrupts study.
Learning & Teaching Activities
Learning & Teaching ModesThis 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 and the lecture begins 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 the October public holiday, there will be no lectures nor ltutorials in week 9.
Learning Activities SummaryTutorials 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.
Both Lectures and Tutorials start WEEK ONE of the semester. Tutorials follow the lecture topics the following week (ie Week 2 tutorial explores Week 1 lecture topic).
Schedule Week Lecture Tutorial 1 The Rationale for International Marketing; Globalisation Introduction to course, formation of groups, discussion on assessment, Getting to Know You. 2 Political and Legal Environment; Technology and Change Week 1 topic 3 Economic and Financial Environment Week 2 topic 4 Social and Cultural Environment, Contemporary Considerations Week 3 topic 5 Researching International Markets, Segmentation and Positioning, Competitive Strategies Week 4 topic 6 International Market Selection and Entry, International Distribution, Logistics and Retailing Week 5 topic 7 Modifying Products for International Markets, Pricing for International Markets Week 6 topic 8 International Promotion Week 7 topic 9 No lectures nor tutorials as there is a public holiday which upsets classes. Work on assessment. 10 Marketing Services, Marketing for the Future Week 8 topic 11 Tutorials only, presentations in class and if time week 10 topic 12 Exam tips and revision Presentations in class and if time further exam revision
Specific Course RequirementsView prerequisite and assumed knowledge courses.
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 Task Task Type Weighting Learning Outcome Case Study Analysis Individual 30% CLO1, CLO2, CLO 3 Participation Individual 10% CLO1, CLO3, Strategy Plan Report Group 20% CLO1, CLO2, CLO3, CLO4, CLO5 Strategy Presentation Group 10% CLO1, CLO2, CLO3, CLO4 Exam Individual 30% CLO1, CLO2, CLO3 Total 100%
Assessment Related RequirementsStudents 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 DetailAssignment 1 Individual assessment 30%
Students are to analyse a case study which will be advised in early weeks of the course.
Participation Individual assessment 10%
This mark is not just for attendance at any tutorials (whether face to face or online) but involves students actively participating with feedback, ideas and answers. During the semester there will be two components of online work through My Uni quiz section which also counts towards the marks.
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).
You choose an Australian SME to analyse and find a new international market for the company. More details on the course outline on My Uni.
Assignment 2b Strategy Report Group Assessment 20%
This is a group assessment. Students are to prepare a strategy plan for international market expansion based on their chosen company/product. This is the same company and country as outlined in the strategy presentation.
Exam Individual 30%
SubmissionPresentation 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.
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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This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
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- Student Experience of Learning and Teaching Policy
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