Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

International markets are becoming increasingly competitive as globalisation and technological and distribution changes facilitate flows of goods and services. To be successful in marketing internationally, firms must understand how to build an international competitive advantage and capitalize on synergies from a global perspective. Thus this unit Marketing Internationally emphasizes the strategies and planning required to compete successfully in different types of markets and environments.

Aims

The aim of this unit is to ensure that students have an advanced knowledge or understanding of marketing internationally. In the dynamic environment of international business marketers need a heightened awareness and an appreciation of the peculiarities of these different environments. This unit also aims to equip students with the skills to market internationally.

Objectives

Course Learning Goals (Postgraduate)

The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action


Unit Objectives
At the successful completion of this unit, you should be able to:
1. Apply analytical skills in determining appropriate international markets for entry
2. Apply international marketing theory to real-world marketing problems
3. Demonstrate an advanced level of knowledge of culture and the other environments in the context of developing international marketing strategies
4. Identify ethical issues that relate to marketing a good/service internationally

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

The content of this unit includes:

• Scope and Framework of Marketing Internationally


• The International Environment


• The Role of Culture in International Marketing


• International Marketing Research


• International Market Selection and Foreign Entry


• Competitive Advantage and International Market Strategy


• International Product Strategy


• Marketing Services Internationally


• International Marketing Communications


• International channels of distribution


• Pricing for International Markets


• Building the global brand


• Contemporary International Marketing Issues

Approaches to Teaching and Learning

This unit is delivered in a mixed format consisting of a lecture component and interactive seminar/workshop. The lecture component is designed to identify key theoretical issues and themes which will help students understand and prepare for the development of the international marketing plan. Thus interactive teaching and learning strategies are adopted in this unit. Guest lecturers with experience in exporting will be invited.

Lectures will be supplemented by the tutorials, where relevant case studies will be analysed. Thus the unit's objectives are embedded in the context of market analysis, a marketing strategy commentary, and case analysis. The relevant understanding and application of theories will be assessed formally in assignments as well as being tested in the final examination.

Students are referred to the resources on the unit website.

Assessment

Students will receive feedback in various forms throughout the semester which may include:


• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Market Entry Analysis
Description: Students are required to select an Australian-made product or service and identify an appropriate country-market to enter and launch the product, from a set of two countries. Students are to provide justification for the country selected based on consumer behaviour in that country and marketing environment factors supporting a successful launch. Full information on the assessment is provided in the 'Market Entry Analysis Guidelines' on the unit website.
Length/Duration: 1,750 words
Formative or Summative: Formative
Relates to objectives: Unit objectives: 1, 3 and AOL goals: CTA (2.1), PC (3.1)
Weight: 35%
Internal or external: Internal
Group or individual: Individual
Due date: Week 6


Assessment name: Commentary & Presentation
Description: International Marketing Mix Strategy Commentary and Presentation. Students are to form pairs (two people) within their workshop/tutorial group and identify a foreign product or service. Students will have to critically analyse the marketing mix of a foreign product potentially entering the Australian market focusing on the four elements of the marketing mix (product, price, distribution and promotion). The marketing mix strategy is to be analysed using the theories learned in the lectures. Students are to present the information in teams during tutorial sessions as well as submit a written commentary. Full information on the assessment is provided in the 'Marketing Commentary Guidelines' on the unit website.
Length/Duration: 1,000 words (commentary); 10 minutes (presentation)
Weighting: 25% (20% Written Assignment; 5% Presentation)
Formative or Summative: Formative
Due Date: Commentary: Week 11 and Presentations: Weeks 11-12
Relates to objectives: Unit objectives: 1, 2 and AOL goals: CTA (2.1), PC (3.1), (3.2), TW (4.1)
Weight: 25%
Internal or external: Internal
Group or individual: Group
Due date: Week 11-12


Assessment name: Examination
Description: Multiple choice questions to assess knowledge of the principles of marketing internationally and a case-analysis whereby students will analyse a real world problem and recommend solutions. Students will be provided with three cases in advance of the examination and one of these will be in the examination.
Length/Duration: 2 hours + 10 minutes perusal
Formative or Summative: Summative
Relates to objectives: Unit objectives: 3, 4 and AOL goals: KS (1.1), CTA (2.1)
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: Central Exam Period


Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Czinkota, M., Ronkainen, I., Sutton-Brady, C. & Beal, T. (2011). International Marketing (Asia-Pacific edn.). Thompson, Australia.

References
Cateora, P. & Graham, J. L. (2006). International Marketing (13th edn.). Mcgraw-Hill, London.
Czinkota, M. & Ronkainen, I. (2007). International Marketing (8th edn.). Thompson, Australia.
Fletcher, R. & Brown, L. (2011). International Marketing: An Asia-Pacific Perspective (4th edn.). Pearson, Australia.
Kotabe, M. (2006). International Marketing (6th edn.). Sage, Thousand Oaks, London.
Usunier, J. C. & Lee, A. (2005), Marketing Across Cultures (4th edn.). Prentice Hall, England.


Other Resources
Additional references can also be found at the unit Blackboard site.

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Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 20-Dec-2012