Faculty of Arts, Business and Law School of Business Teaching Session: Semester 1 Year: 2017 Course Coordinator: Dr Peter Jenner Office: K1.09A Phone No: (07) 5456 5040 Email: pjenner@usc.edu.au Consultation Times: By appointment Course outline Code: IBS310 Title: International Marketing 1. What is this course about? 1.1 Course description International marketing is concerned with planning and conducting transactions across national borders to achieve the objectives of individuals and organisations. In this course you are introduced to the forms of international marketing: export/import, licensing, joint ventures, wholly-owned subsidiaries, turnkey operations and management contracts and apply the marketing research skills to develop a marketing plan for a regional business, based on the marketing theory. 1.2 Course content Introduction to International Marketing The Cultural Environment The Economic, Technological, Political and Legal Environments Building the Knowledge Base Foreign Market Entry Product policy and adaptation in International Markets Services Marketing International Marketing Strategy, Planning, Implementation and Control Product and Brand Management in International Markets Pricing in International Markets International Marketing Communications Channels of Distribution and Logistics The Future of International Marketing 2. Unit value 12 units
Page 2 3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Qualities On successful completion of this course you should be able to: You will be assessed on the learning outcome in task/s: Completing these tasks successfully will contribute to you becoming: Creatively apply selected international business theory to practical, international marketing situations. Critically and systematically evaluate contemporary international business issues relevant to international industry. Reflect on and learn from the international environment, demonstrating an appreciation of individual differences, the capacity to empathise and appreciate cultural differences. Examine the nature and scope of international business theory and develop comprehensive and cohesive practical outputs. 2 and 3 Creative and critical thinkers. 2 and 3 Creative and critical thinkers. 2 and 3 Empowered. 1, 2 and 3 Knowledgeable. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions Nil 4.2 Pre-requisites BUS105 4.3 Co-requisites Nil 4.4 Anti-requisites Nil 4.5 Specific assumed prior knowledge and skills You will have proficient verbal and written communication skills
5. How am I going to be assessed? Page 3 5.1 Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL) 5.2 Assessment tasks Task Assessment No. Tasks Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it? 1 Test Individual 30% 1 hour Week 5 In lecture 2 International Marketing Case Study Presentation Group 20% Presentation 15 minutes Weeks 7-12 Schedule agreed in tutorials Presentation in tutorial 3 International Marketing Plan Individual or Group 50% 3000 words Week 13 Friday, 9.00 am AEST 100% SafeAssign Assessment Task 1: Test Goal: The purpose of this task is to critically apply discipline knowledge to demonstrate understanding in international marketing. Product: Test Format: You will be required to complete a one hour test to be held in the lecture in week 5 This is an individual assessment that will be a mix of multi-choice and short answer questions and will cover course content from weeks 1-4 inclusive. Criteria Understanding and application of requisite theoretical frameworks and concepts. Generic skill assessed Skill assessment level Problem solving Assessment Task 2: International Marketing Case Study Presentation Goal: Product: Format: The purpose of this task is to develop research and professional marketing presentation skills. These will be used to analyse and solve a real world case study problem in international marketing. Group oral presentation This is a group assessment with shared grade however in exceptional circumstances marks may be applied individually. Professional International Marketing Presentation based upon research - Verbal and audiovisual presentation in tutorials time allocation - 15 minutes. Criteria research an international market critical analysis and application of theory to the case study presentation as if professional marketing consultants highest standard audio-visual presentation exemplary professionalism in terms of consultancy role - dress and presentation skills, time management and team work A detailed criteria will be provided on Blackboard and be discussed in class.
Page 4 Generic skill assessed Collaboration Communication Problem solving Skill assessment level Assessment Task 3: International Marketing Plan Goal: Product: Format: The purpose of this task is to develop professional business consultancy skills and written communications to produce an international marketing plan. Marketing Plan This is an individual or group assessment (Max. 4 per group). Group members will receive a group mark however in exceptional circumstances marks may be applied individually. You are required to analyse and develop a professional international marketing plan (in the form of an Executive Business Report) based upon research for a real world case study that demonstrates competence in international marketing. International Marketing Plan (Please refer to Blackboard for further information). You are required to provide only ONE (1) COPY of this International Marketing Plan - this must be submitted to Blackboard via SafeAssign. Criteria: [N.B. Please refer to detailed marking schedule on Blackboard and discussions in class.] analysis using appropriate theory of an international marketing opportunity analysis and interpretation of the economic, cultural, political, technological and legal environment Market Audit and Competitive Market Analysis, interpretation and application strategic recommendations appropriate business level presentation of a professional international marketing plan Generic skill assessed Skill assessment level Communication Problem solving 5.3 Additional assessment requirements Plagiarism In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks, when submitted to Blackboard, are electronically checked through SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct
Page 5 5.4 Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus Lecture: 2 hours per week On campus Tutorial: 1 hour per week 6.2 Teaching semester/session(s) offered Semester 1 6.3 Course activities Teaching What key concepts/content will I Week / learn? Module 1 The Scope and Challenge of International Marketing The Dynamics of International Markets 2 Geography and History: The Foundations of Cultural Understanding What activities will I engage in to learn the concepts/content? Directed Study Activities Independent Study Activities 1 and 2 3 and 4 Cultural Dynamics and International Marketing Guest lecture TBC 3 The International Political and Legal Environment Researching International Markets Plus Guest Lecture 5 and 6 4 International Marketing Strategies International Market Entry Strategies 9 and 10
Page 6 5 Task 1 Test in Lecture (Refer details in class and on Blackboard) 6 International Segmentation and Positioning International Branding Strategies Guest Lecture TBC Revision 11 and 12 7 Monday, 17 th April Easter Monday Public Holiday 8 Tuesday, 25 th April ANZAC Day Public Holiday 9 Monday, 1 st May Labour Day Public Holiday Product decisions for international markets Pricing for International markets Guest Lecture TBC International Promotion and Advertising Personal Selling and Negotiations Ethics and Social Responsibility in International Marketing Emerging Markets and Market Behaviour 10 Export and Logistics International Distribution and Retailing 11 Marketing Industrial Products and Business Services Mid Semester Break Task 3 Report Workshop 12 Internet and international marketing (Guest lecturer) Task 3 Report Workshop 13 Future dimensions of International Marketing Task 3 Report Workshop Please note that the course activities may be subject to variation. 7. What resources do I need to undertake this course? Task 3 - International Marketing Plan DUE Friday Week 13 Text Chapter 15 Text Chapter 18 19 and 20 14 and 7 13 and 17 Text Chapter 16 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Author Year Title Publisher Ghauri, P. and Cateora, P. 2014 International Marketing, 4 th ed. McGraw-Hill Higher Education, Berkshire. Summers, J. & Smith, B. 2006 Communication Skills Handbook John Wiley, Milton, Australia (NB. Earlier editions of this book are acceptable).
Page 7 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its Blackboard site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. 7.3 Specific requirements You are required to complete ALL required reading prior to coming to class and it is also the student s responsibility to attempt to complete all weekly tutorial questions prior to workshop/ tutorial classes each week. 7.4 Risk management Health and safety risks have been assessed as low. It is your responsibility to research and understand risks of specific courses and to review the USC s health and safety principles by viewing the online induction training for students. 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Additional assistance is provided to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: +61 7 5430 2890 or Email: studentcentral@usc.edu.au 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability http://www.usc.edu.au/university/governance-and-executive/policies-and-procedures#academic-learningand-teaching 10. General enquiries In person: Sippy Downs - Student Central, Ground Floor, Building C USC SouthBank - Student Central, Building B, Ground floor (level 1) USC Gympie - Student Central, 71 Cartwright Road, Gympie USC Fraser Coast - Student Central, Building A Tel: +61 7 5430 2890 Email: studentcentral@usc.edu.au