MARKETNG 3501 - Marketing to the World

North Terrace Campus - Semester 2 - 2021

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. Marketing to the World 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 Marketing to the World
    Coordinating Unit Marketing
    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

    ROOM 10.47
    Nexus Building 

    Course Timetable

    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).
  • 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, discuss with peer audiences relevant topics 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 and international 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
    International marketing 7E An Asia Pacific Perspective, Pearson Publishing, Melbourne. 
    Authors: Richard Fletcher, Heather Crawford.

    An e version link is here: E version

    Recommended Resources
    My Uni and TurnItIn
    Students undertaking this course must submit all written individual assignments and group reports to TurnItIn through the
    MyUni 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.

    There will also be readings on My Uni Course Readings area of the course. 


    CIA Facts

    Department of Foreign Affairs and Trade

    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.

  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course is delivered with a two-hour online lecture and one-hour tutorial per week. Offshore students are enrolled in online tutorials. All other tutorials are face to face. 

    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 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.

    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).
    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 Week 9 topic 
    12 Exam tips and revision Exam revision 
    Specific Course Requirements
    View prerequisite and assumed knowledge courses. 
  • 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 Task Type Weighting Learning Outcome
    Case Study Analysis Individual 30% CLO1, CLO2, CLO 3
    Participation  Individual  10% CLO1, CLO3, 
    Strategy Plan Report Group 30% CLO1, CLO2, CLO3, CLO4, CLO5
    Exam Individual 30% CLO1, CLO2, CLO3
    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 50% must be obtained on the examination as well as a total of at least 50% overall on all assessments. Students not achieving the minimum exam mark will be awarded no more than 49.

    2. Students are encouraged to check their marks and notify the Lecturer-in-Charge of any discrepancies.

    3. 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          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 2 Strategy Report                    Group Assessment                30%
    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% 
    Format TBC. Exam will be scheduled in University exam timetable. 

    Presentation of Assignments
    · Students must retain a copy of all assignments submitted.
    · 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 and USB or cloud 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. 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.

    Assignment Guidelines including Referencing Details
    Harvard referencing links and 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. 

    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 or the cloud. 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. Do not pay for any work to be done or 'swap' or 'share' information with another person or student (other than working collaboratively on a group project). 

    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.