MARKETNG 3501NA - International Marketing III

Ngee Ann Academy - Trimester 1 - 2014

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 3501NA
    Course International Marketing III
    Coordinating Unit Adelaide Business School
    Term Trimester 1
    Level Undergraduate
    Location/s Ngee Ann Academy
    Units 3
    Prerequisites MARKETNG 2500NA or MARKETNG 1001NA
    Assumed Knowledge MARKETNG 2501NA
    Restrictions Available to BCom students - Singapore only
    Course Staff

    Course Coordinator: Associate Professor Roberta Crouch

    Course Timetable

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

    Thursday, Friday, Monday Tuesday (Saturday times provided for consultation if required)
    Lectures: 10:00 am until 12:30 noon with tutorial from 1:30 pm to 4:00 pm
  • 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.

    By the end of this course students should be able to accomplish the following Learning Outcomes (LO):
    • A comprehensive understanding of and the ability to apply basic international marketing theories and concepts (LO 1);
    • The ability to undertake strategic business analysis in order to develop appropriate international marketing objectives and strategies (LO 2);
    • The ability to identify, analyse, and evaluate data, information, and evidence related to international business opportunities and threats (LO 3);
    • The ability to communicate, clarify, and present to peer audiences in a professional setting (LO 4); and
    • The ability to produce a logical and coherent group Communication Strategy Plan (LO 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)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. LO 1
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. LO 3
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. LO 2
    Skills of a high order in interpersonal understanding, teamwork and communication. LO 4, LO 5
    A proficiency in the appropriate use of contemporary technologies. LO 4
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. LO 2, LO 3
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. LO 1
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. LO 3
  • Learning Resources
    Required Resources
    Cateora, Philip R., Gillian Sullivan Mort, Clare D’Souza, Mehdi Taghian, Jay Weerawardena, and John L. Graham (2009). International Marketing, McGraw Hill Australia Pty Ltd., North Ryde, New South Wales. (Please note – any recent edition of this text will be suitable)
    Recommended Resources
    Throughout the course I will also use information from 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.
    • Beamer, Linda, and Iris Varner (2008). Intercultural Communication in the Global Workplace, 4th Ed., McGraw-Hill Irwin: New York.
    • Cateora, Philip R., and John L. Graham (2007). International Marketing, 13th Ed., McGraw Hill/Irwin: New York, NY.
    • Czinkota, Michael, IlkkaRonkainen, Catherine Sutton-Brady, and Tim Beal (2008). International Marketing, Asia Pacific Ed., Thomson Learning Australia: South Melbourne, VIC.
    • Fletcher, Richard, and Linden Brown (2008). International Marketing: An Asia Pacific Perspective, 4th Ed., Pearson Education Australia: Frenchs Forest, NSW.
    • Kotabe, Masaaki, and KristiaanHelsen (2008). Global Marketing Management, John Wiley & Sons: Hoboken, NJ.
    Online Learning

    Additional course-related material is available through MyUni ( These include lecture materials, exam-related materials, and in-progress results. Students are also expected to read all course-related announcements posted on the course website.
  • 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 in individual assignments and group projects. Therefore, students are expected to have reviewed the topic to be discussed every week and 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 and professional bodies.

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

    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. Students in this course are expected to attend sessions in this intensive delivery mode course.
    Learning Activities Summary
    (Please note – chapters numbers may vary depending on your version and edition of the text book)
    Session 1- Feb 27 and 28 and Mar 3 and 4 2014
    Lecture No. Chapters Topic
    Day 1
    Feb 27

    The Scope and Challenge of International Marketing
    Small and Medium Size Enterprise Internationalisation

    Case Study in class discussion (To be provided)
    Day 2
    Feb 28


    The Dynamic Environment of International Trade
    Financing the International Operation

    The Political and Legal Environment: A Critical Concern
    Issues with International Competition

    Quiz 1
    Day 3
    Mar 3
    3 Cultural Dynamics in Assessing Global Markets
    Culture, Management Style, and Business Systems

    Fair and Lovely Case Study in class discussion
    Day 4
    Mar 4

    International Market Research

    International Market Segmentation and Positioning
    Emerging Markets

    Quiz 2


    Session 2 – April 10 and 11 and April 14 and 15 2014
    Seminar No. Chapters Topics
    Day 1
    Apr 10
    16 Communicating with the World’s Customers

    Handl-Tyrol Case Study in class discussion
    Day 2
    Apr 11
    12 Product Policy Decisions

    Quiz 3
    Day 3
    Apr 14

    International Marketing Channels
    Exporting, Managing and Logistics

    Pricing for International Markets

    Folio Work
    Day 4
    Apr 15
     In Class Group Case Study

    Exam Revision
  • 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
    Below is summary of the assessment components, the due dates, weightings and related learning objectives:
    Assessment Components Due Date and Time Weighting Related Learning Objectives
    Topic Quizzes In specified tutorials 30% LO 1, LO 2, LO 3
    Group Case Study April 15 10% LO 1, LO 3, LO 4
    Folio of International Marketing Examples April 30 20% L1, L2, LO 3, LO 4
    Final Exam: 3 hours 10 minutes TBA 40% LO 1, LO 2, LO 3, LO 4, LO 5
    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. 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. Marks may be deducted in the final examination because of poor hand-writing.
    3. Assessment marks prior to the final exam will be displayed on the course website. 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 ‘SafeAssign’ through the MyUni website. SafeAssign is a computer programme that detects plagiarised work. Further information can be found at:


    Statutory obligations in Singapore are such that attendance in person is a compulsory condition of passing a course. Our specific requirements are that students must attend at least 80% of class sessions to be graded for that course. For these purposes each intensive weekend is defined as comprising 5 sessions with 1 on Friday evening and 2 on each of Saturday and Sunday.
    Each course in total comprises 10 sessions; Students must attend a minimum of 8 sessions to be eligible to be given a grade for the course. Students failing to meet these requirements will be automatically graded 0% Fail (F) on their transcripts.
    Assessment Detail
    Assessment 1. Topic Quizzes (30%)
    When: Specified Tutorials
    Assessment level: Individual

    Learning Objectives being assessed: LO 1, LO 2, and LO 3

    Three quizzes (10% each) consisting of multiple choice, short answer and true/false questions will be done in tutorial based on topics in the course.

    Assessment 2. Group Case Study Presentation (10%)
    Time and date: Last Tutorial session April 15, 2014
    Duration: 7 to 10 minutes
    Assessment level: Group

    Learning Objectives being assessed: LO 1, LO 3, and LO 4

    Students will form groups of not more than 4 students and each group will be given time to devise a solution to a case study provided. Each group will then present their solution to the problem or questions posed to the class.

    Assessment 3. Folio of International Marketing Examples
    Time and date: April 30, 2014 at 11:59 pm
    Assessment level: Individual

    Learning Objectives being assessed: L1, L2, LO 3 and LO 4

    Students are required to compile 15 examples of actual marketing pieces that are excellent examples of international marketing theory in a real life application. By ‘excellent’ it is meant that they show theory being applied in a relevant and effective manner, likely to lead to success or demonstrated to have been successful – or alternatively – they may be ‘horrible’ examples of marketing strategy that demonstrate a clear lack of understanding of the principals of international marketing theory by the respective practitioners. Each example (it may be print, packaging, video/advertisements, radio, social media, PR, sponsorship or any aspect of the marketing mix such as product design or distribution – must be then discussed in terms of what type of international marketing theory is being illustrated in the example (there may be more than one – but the ‘primary one’) and why the example shows sound strategy or otherwise. You may only use each example for one type of theory and there must be relevant citations to support your claim – there is an expectation that citations will come from other sources other than the text book. The lecture slides may not be cited.

    The folio must be submitted in electronic form via the MyUni site.

    Assessment 4. Final Examination (40%)
    This examination will be comprised of multiple choice and short answer questions derived from the syllabus, textbook and slides. A number of ‘sample’ tests will be available for students to practise and prepare. Students must pass the exam (achieve a 50% pass rate or better) to pass the course.
    Presentation of Assignments
    • Students must retain a copy of all assignments submitted.
    • Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.
    • All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.
    Lecturers can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.
    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 that it is late.

    Return of Assignments
    Lecturers aim to marked and return assignments for collection from Ngee Ann reception within 14 days of the due date with written feedback.
    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
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