MARKETNG 3501 - Marketing to the World

North Terrace Campus - Summer - 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 Summer
    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.

  • 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
    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 to individual assignments and group projects. 

    As an intensive course, students must plan well and preferably read the course text before lectures. 

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

    As an intensive course, students are expected to come ready to do work and be on time. 
    It is important to attend all sessions as the condensed mode of teaching means there is a fast pace of information and knowledge acquisition. 

    SESSION 1  The Rationale for International Marketing. Globalisation

    SESSION 2  Political and Legal Environment. Technology and Change 

    SESSION 3 Economic and Financial Environment 

    SESSION 4 Social and Cultural Environment, Contemporary Considerations 

    INDIVIDUAL ASSIGNMENT due - Case Study 30%

    SESSION 5 Researching International Markets, Segmentation and Positioning, Competitive Strategies 

    SESSION 6 International Market Selection and Entry; International Distribution, Logistics and Retailing 

    SESSION 7 Modifying Products for International Markets; Pricing for International Markets 

    SESSION 8 International Promotion 

    SESSION 9 Marketing Services; Marketing for the Future 

    GROUP PRESENTATION and REPORT due - One person in the group puts each element on My Uni by due date

    SESSION 10 - Presentations delivered to class 

    SESSION 11 Exam Tips and Revision 

    EXAM .. ONLINE time TBC
    Learning Activities Summary

    This course will have a range of learning activities. It will be run as a three hour seminar in intensive mode. So it is important for students to attend all sessions. The lectures will have some interactive elements with opportunity for students to be involved looking at websites and other data. 

    There will be group or individual discussion on case studies, websites and activities to show understanding and gain participation mark opportunities. 

    Students should bring laptops or tablets to class so they can actively view websites and readings. 

    Specific Course Requirements
    Prerequisite is Marketng 1001
    Assumed knowledge Marketng 2501
  • 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
    Individual Work 30% 
    1500 words, Essay Format. 

    Individual Work 10% 
    Not just attendance at sessions but active participation which may be vocal and also written work in class. The mark also looks at the quality of the analysis and insight to Marketing to the World topics and concepts. 

    Group Work 10% 
    Groups of five students present a 15 minute presentation in class based on an Australian SME with analysis of that company going into a new international market. Presentation Powerpoint due on My Uni with presentation in Session 10. 

    Group Work 20% 
    The same group of five students still focusses on the same Australian SME and proposed country to expand to in a 4000 word report. Note there are some differences in content between the Strategy Presentation and the Report. 

    EXAM (probably online) during designated exam period 
    Individual Work 30%
    Assessment Related Requirements

    Students undertaking this course are expected to satisfy the following assessment requirements: 
    1. To gain a pass for the course a mark of at least 50% must be obtained on the exam 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 discrepencies. 

    All assignments will be checked for plagiarism via Turn It In on the My Uni website.
    Assessment Detail
    Monday February 1, 2021 by 9am on My Uni 
    Individual 30% 
    1500 words 

    Participation - ongoing through course 
    Individual 10% 

    Thursday February 11, 2021 by 9am on My Uni 
    Presentation actually done in class that session but Power Point must be submitted at 9am. 

    Thursday February 11, 2021 by 9am on My Uni
    STRATEGY REPORT - group 20%
    4000 word report 

    EXAM - online 
    Individual 50% (date TBC)

    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.

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    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
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