MKTG2002 International Marketing Semester 1,...

Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present. The Centre for Aboriginal Studies aspires to contribute to positive social change for Indigenous Australians through higher education and research.

Syllabus Covers topics related to the international marketplace, multi-national, global and transnational corporations and international trading companies. Knowledge is gained in world organisational or regional trade, trade blocks and international marketing opportunities, and developed and less developed country counter trade.

Unit study package code: MKTG2002

Mode of study: Fully Online

Tuition pattern summary: This unit does not have a fieldwork component.

Credit Value: 25.0

Pre-requisite units: 10850 (v.0) Marketing 100 or any previous version OR MKTG1000 (v.0) Discovering Marketing or any previous version

Co-requisite units: Nil

Anti-requisite units: Nil

Result type: Grade/Mark

Approved incidental fees: Information about approved incidental fees can be obtained from our website. Visit fees.curtin.edu.au/incidental_fees.cfm for details.

Unit coordinator: Title: Associate ProfessorName: Vanessa QuintalPhone: +61 8 9266 7588Email: [email protected]: Building: 408 - Room: 2006AConsultation times: Wednesday 3pm-5pm; Thursday 12-2pm

Teaching Staff: Name: Claire LohPhone: +618 92661667Email: [email protected]: Building: 408 - Room: 3003

Administrative contact: Name: Kelly NowakPhone: +618 9266 3882Email: [email protected]: Building: 408 - Room: 2014

Learning Management System: Blackboard (lms.curtin.edu.au)

Unit Outline

MKTG2002 International Marketing Semester 1, 2017

Curtin Business School (CBS)School of Marketing

MKTG2002 International Marketing Bentley Campus 14 Feb 2017 School of Marketing, Curtin Business School (CBS)

Page: 1 of 12CRICOS Provider Code 00301J

The only authoritative version of this Unit Outline is to be found online in OASIS

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Introduction The aim of this unit is to provide an introduction to international marketing that extends learning acquired from basic marketing principles. Specifically, the unit examines key issues involved in entering overseas markets and offers practical marketing perspectives of international, multinational and global operations.

Unit Learning Outcomes All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers say would be useful in a professional setting. Each unit in your course addresses the graduate attributes through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes tell you what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your achievement of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes.

Your course has been designed so that on graduating we can say you will have achieved all of Curtin's Graduate Attributes through the assurance of learning process in each unit.

Curtin's Graduate Attributes

Learning Activities iLectures introduce the topic for each week. Key theories related to the topics are presented and integrated with topical issues that extend beyond the unit textbook. On occasion, guest speakers from the industry are invited to the lecture to present their latest research findings and provide professional examples and scenarios of their business operations. This hands-on approach puts learning into context for students.

Classwork is formatted around three activities - a case study, news articles and a presentation. First, students review a short case study with questions that enable them to draw on their own learning, discuss and solve problems. Second, students are asked to introduce a contemporary news article that relates to the topic for the week and in doing so, integrate concepts learnt with current issues. Finally, set groups of students research and present their proposal for a feasibility study with observations from the class. Classwork is conducted with discussion boards, blogs, wikis and virtual classroom sessions.

Learning Resources Essential texts

On successful completion of this unit students can: Graduate Attributes addressed

1 Identify local, regional and international issues that affect business

2 Comprehend international marketing theory that will assist in research, analysis, planning, implementation and evaluation of global operations

3 Apply team-building skills that support collaborative work and problem-solving

4 Interact effectively in multicultural environments

Apply discipline knowledge Thinking skills (use analytical skills to solve problems)

Information skills (confidence to investigate new ideas)

Communication skills Technology skillsLearning how to learn (apply principles learnt to new situations) (confidence to tackle unfamiliar problems)

International perspective (value the perspectives of others)

Cultural understanding (value the perspectives of others)

Professional Skills (work independently and as a team) (plan own work)

Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au

Curtin Business School (CBS) School of Marketing




http://ctl.curtin.edu.au/

The required textbook(s) for this unit are:

l Fletcher, R., & Crawford, H. (2014). International Marketing – An Asia-Pacific Perspective (6th Edition): Pearson.

(ISBN/ISSN: 978-1-442-56083-3)

Recommended texts

You do not have to purchase the following textbooks but you may like to refer to them.

l Cateora, P., Mort, G., D’Souza, C., Taghian, M., Weerawardena, J., & Graham, J. (2012). International Marketing (2nd Edition): McGraw-Hill.

Keegan, W. (2014). Global Marketing Management (8th Edition): Pearson.

Kotabe, M., Marshall, A., Ang, S-H., Griffiths, K., Voola, R., & Helsen, K. (2014). International Marketing – Asia-Pacific (4th Edition): Wiley.

Other resources

Online journals from Curtin University Library

Colombia Journal of World Business

European Journal of Marketing

Harvard Business Review

International Journal of Advertising

International Management

International Marketing Review

Journal of Advertising

Journal of Consumer Research

Journal of International Business

Journal of International Marketing

Journal of Marketing

Journal of Marketing Management

Journal of Retailing

Journal of the Academy of Marketing Science

Marketing Theory





Assessment Assessment schedule

Detailed information on assessment tasks

1. Individual Assessment: Current Issues [25% of the total mark)

Students are encouraged to be aware of current marketing issues that are taking place both domestically and globally. To ensure active learning, students must be able to understand theoretical concepts and apply them to relevant cross-cultural or cross-national contexts.

In Weeks 2, 4, 5, 7 and 8, students are required to:

1. Review the lecture related to the tutorial topic of the week. In the lecture, some specific questions that relate to the tutorial topic will be raised.

2. Address the specific questions raised in the lecture at the tutorial. For example, the Week 2 tutorial examines the impact that the Cultural and social environment has on international marketing. For the Week 2 tutorial, students must review the specific questions raised in the lecture on the Cultural and social environment and be prepared to discuss their responses in the Tutorial Question Blog. This component of the assessment will require student input and contribution via the Tutorial Question Blog.

3. All current issues blogs must be posted on the Friday at 5pm (AWST) of the week it is due. Comments on other blog post are due on Sunday at 5pm (AWST) of the week it is due.

Please note that these current issues blogs are marked based on the depth of discussion of the blog posts and also comments on other blog posts. All students are expected to contribute to the overall discussion.

In Week 8, students are required to:

1. Identify and select three referenced news articles, one from each of the following topics:

l Economic and financial environment

l Political and legal environment

Task Value % Date DueUnit Learning Outcome(s)

Assessed

1

Individual Assessment 25 percent Week: Teaching Weeks 2, 4, 5, 7 and 8 Day: Friday Time: 5pm (AWST)

1,2

2

Group Assessment 10 percent Week: Teaching Weeks 9 and 10 Day: TBA Time: TBA

3,4

3

Group Project 25 percent Week: Teaching Week 11 Day: 24 May 2017 Time: 12 noon (AWST)

2,3

4

Final Examination 40 percent Week: Examination Week 1 Day: Wednesday - Friday Time: 48 hours

1,2





l Technological environment

Each referenced news article should be no more than four months old and may be sourced from either print or online news publications.

2. Write a report on how each referenced news article relates to the topic. Each report should not exceed 200 words.

3. Submit the three referenced news articles, three 200-word reports and the individual assessment form (refer to Blackboard) on the Friday of Teaching Week 8 by 5pm (AWST).

In the Weeks 1, 3 and 6 tutorials, exercises related to this assessment will be conducted. Further, exemplars of the assessment are provided on Blackboard for reference. Students are required to submit a soft copy of the individual written assessment on the Friday of Teaching Week 8 by 5pm (AWST) via the Turnitin link on Blackboard. Acceptance of late submissions will be determined by the unit coordinator in consultation with the tutor. If the late submission is not accepted, students will receive a penalty of 100% after the due date and time. This means that a zero mark will be recorded for the late assessment.

2. Group Assessment: Progress Report on Feasibility Study [10% of the total mark]

Students are encouraged to develop critical thinking and communication skills by presenting a 15-minute summarised report of their feasibility study (refer to Group Project). The presentation gives students the opportunity to obtain feedback and fine tune their submission for the feasibility study. In either Weeks 9 or 10, students are required to:

1. Identify and provide rationale for selecting a company and new overseas country for their feasibility study. This discussion may be based on the SWOT analysis of the company and country selected.

2. Outline at least three key findings from analysing each section in the feasibility study. 3. Discuss implications of the key findings identified in point (2) for the way the company will conduct its

business in the country selected.

Students are required to work in their allocated groups of three or four for this assignment. Groups are required to provide information sources and references for relevant points raised in their presentation.

Groups are required to email a soft copy of their PowerPoint presentation (6 slides per page and double sided) and the group assessment form (refer to Blackboard) to the unit’s tutor three working days before commencing the presentation. A corrupt file that has been submitted will not be deemed as a valid submission and the assessment will be marked as late. The unit’s tutor reserves the right to award individual participant marks to group members for this assessment. Acceptance of late submissions will be determined by the unit coordinator in consultation with the tutor. If late submission is not accepted, students will receive a penalty of 100% after the due date and time. This means that a zero mark will be recorded for the late assessment.

3. Group Project: Feasibility Study [25% of the total mark] Students are encouraged to be aware of current marketing issues that are taking place both domestically and globally. To ensure active learning, students must be able to understand theoretical concepts and apply them to relevant cross-cultural or cross-national contexts.

Students are encouraged to demonstrate their research and analytical skills. This involves collecting and synthesising data so as to prepare a feasibility study for a company that assesses the company’s proposed entry into one new overseas country. The nominated company will be outlined in the Week 1 lecture. The study should cover:

1. An executive summary outlining the key points from all sections in the study. 2. A brief background description of the company. 3. The existing corporate vision, mission statement and corporate goals of the company. This section

may be presented in point form.





4. An environmental analysis of the industry that examines the political, economic, cultural, technological, environmental and legal environments governing the country and a competitive audit.

5. A SWOT analysis and implications from the SWOT analysis. 6. The recommended marketing objectives of the company. This section may be presented in point

form. 7. A recommended segmentation profile of the company’s target markets and customers according to

geographics, demographics, psychographics and benefits (indicate breakdown by % where possible). 8. A recommended marketing mix strategy including the product, price, place/distribution and

promotion strategies that may be utilised by the company. 9. Implementation and evaluation charts of the recommendations outlined in point eight (8) over the

next twelve (12) months. 10. Group exercise worksheets (refer to the program calendar in the unit outline), references,

appendices, peer group assessment forms and the group assessment form (refer to Blackboard).

To assist students in preparing and submitting the feasibility study, students must work on group exercises at the weekly tutorial and receive feedback from the unit’s tutor. Students should note that the result of the feasibility study does not need to be positive. If the findings suggest that it is not feasible for the company to proceed, then justifications and recommendations to the company are required. The submission must be presented in twenty-five (25) A4 pages typed in 12 font, 1.5 line spacing (excluding references and appendices). There should be a balance of references from texts, academic journals and websites.

Students are required to work in groups of three or four for this assessment. Each student is required to fill out a peer group assessment form on the contribution of their group members. Marks may vary between group members for the same assessment, depending upon feedback received on each individual’s input and contribution to the project. Groups are required to submit a soft copy of the group assessment via the Turnitin link on Blackboard on 24 May 2017 by 12 noon (AWST). Acceptance of late submissions will be determined by the unit coordinator in consultation with the tutor. If late submission is not accepted, students will receive a penalty of 100% after the due date and time. This means that a zero mark will be recorded for the late assessment.

4. Individual Assessment: Final Examination [40% of the total mark]

A final examination will be conducted during the first week of the official two-week examination period. Students are required to be available during this nominated period.

Pass requirements

To pass the unit, students must achieve an overall mark equal to or above 50% and attempt all assessments.

Fair assessment through moderation

Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of assessment are described in the Assessment and Student Progression Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm





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Late assessment policy

This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent, equitable, and that penalties are consistently applied.

1. All assessments students are required to submit will have a due date and time specified on this Unit Outline. 2. Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission

(e.g. a mark equivalent to 10% of the total allocated for the assessment will be deducted from the marked value for every day that the assessment is late). This means that an assessment worth 20 marks will have two marks deducted per calendar day late. Hence if it was handed in three calendar days late and given a mark of 16/20, the student would receive 10/20. An assessment more than seven calendar days overdue will not be marked and will receive a mark of 0.

Assessment extension

A student unable to complete an assessment task by/on the original published date/time (e.g. examinations, tests) or due date/time (e.g. assignments) must apply for an assessment extension using the Assessment Extension form (available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It is the responsibility of the student to demonstrate and provide evidence for exceptional circumstances beyond the student's control that prevent them from completing/submitting the assessment task.

The student will be expected to lodge the form and supporting documentation with the unit coordinator before the assessment date/time or due date/time. An application may be accepted up to five working days after the date or due date of the assessment task where the student is able to provide an acceptable explanation as to why he or she was not able to submit the application prior to the assessment date. An application for an assessment extension will not be accepted after the date of the Board of Examiners' meeting.

Deferred assessments

Supplementary assessments

Supplementary assessments, if granted by the Board of Examiners, will have a due date or be held between 17/07/2017 and 28/07/2017 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.

It is the responsibility of students to be available to complete the requirements of a supplementary assessment. If your results show that you have been granted a supplementary assessment you should immediately check OASIS for details.

Reasonable adjustments for students with disabilities/health circumstances likely to impact on studies

A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a disability or health condition to have equitable access to their studies at Curtin. This support can include alternative exam or test arrangements, study materials in accessible formats, access to Curtin’s facilities and services or other support as discussed with an advisor from Disability Services (disability.curtin.edu.au). Documentation is required from your treating Health Professional to confirm your health circumstances.

If you think you may be eligible for a CAP, please contact Disability Services. If you already have a CAP please provide it to the Unit Coordinator at the beginning of each semester.

If your results show that you have been granted a deferred assessment you should immediately check OASIS for details.

Deferred examinations/tests will be held from 17/07/2017 to 28/07/2017 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.





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Referencing style

The referencing style for this unit is Chicago.

More information can be found on this style from the Library web site: http://libguides.library.curtin.edu.au/referencing.

Copyright © Curtin University. The course material for this unit is provided to you for your own research and study only. It is subject to copyright. It is a copyright infringement to make this material available on third party websites.

Academic Integrity (including plagiarism and cheating) Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades, annulled units or even termination from the course. Assessments under investigation will not be given a mark until the matter is concluded. This may result in the unit grade being withheld or a grade of Fail Incomplete (F-IN) until a decision has been made by the Student Disciplinary Panel. This may impact on enrolment in further units/study periods.

Plagiarism occurs when work or property of another person is presented as one's own, without appropriate acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with students to determine authorship.

Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised materials or assistance during an examination or test.

From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin, their marks will be withheld until they pass. More information about the AIP can be found at: https://academicintegrity.curtin.edu.au/students/AIP.cfm

Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including student guidelines for avoiding plagiarism.

Information and Communications Technology (ICT) Expectations Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems such as Blackboard and Library Services.

You may also require a computer or mobile device for preparing and submitting your work.

For general ICT assistance, in the first instance please contact OASIS Student Support: oasisapps.curtin.edu.au/help/general/support.cfm

For specific assistance with any of the items listed below, please contact The Learning Centre: life.curtin.edu.au/learning-support/learning_centre.htm

l Using Blackboard, the I Drive and Back-Up files l Introduction to PowerPoint, Word and Excel

Additional information Enrolment

It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the eStudent option on OASIS, where you can also print an Enrolment Advice.





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Student Rights and Responsibilities It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and responsibilities as a student. These include:

l the Student Charter l Values and Signature Behaviours l the University's policy and statements on plagiarism and academic integrity l copyright principles and responsibilities l the University's policies on appropriate use of software and computer facilities

Information on all these things is available through the University's "Student Rights and Responsibilities" website at: students.curtin.edu.au/rights.

Student Equity There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity at [email protected] or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information

You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi-faith services: http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm for further information.

It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice please contact Curtin's Student Wellbeing Advisory Service at: http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm





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mailto:[email protected]

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Recent unit changes Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system. For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.

Recent changes to this unit include:

1. Introduced flipped mode delivery to motivate interactive learning. 2. Ensure learning materials are topical to encourage applied learning.

To view previous student feedback about this unit, search for the Unit Summary Report at https://evaluate.curtin.edu.au/student/unit_search.cfm. See https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.





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Program calendar

Week Begin Date

Lecture/Seminar Pre-readings

Tutorial/Other Assessment Due

1. 27 Feb Rationale for international

marketing

1 Introduction and outline of assessment tasks

Current Issues Assessment – Toyota Prado China*

Group Exercise 1

2. 6 Mar Cultural and social environment

4 Past Exam: Cultural norms, Fair and Lovely, and

advertising*

Group Exercise 2

Comment on Current Issues Topic (Culture/Social)

3. 13 Mar Guest Lecture Current Issues Assessment – H&M promises Aussie

shoppers ‘no leftovers’*

Group Exercise 1 and 2

4. 20 Mar Economic and financial environment

3 Past Exam: Finland’s jewel loses its shine*

Group Exercise 3

Comment on Current Issues Topic (Economics/Finance)

5. 27 Mar Political and legal environment

2 Past Exam: Amway - Amway - Reinventing the business*

Group Exercise 4

Comment on Current Issues Topic (Politics/Legal)

6. 3 Apr Technological environment

5 Feasibility Study Workshop

Current Issues Assessment – Pattie’s food and Chinese

berries crisis*

10 Apr Tuition Free Week

17 Apr Tuition Free Week

7. 24 Apr Planning for international marketing

– do’s and don’ts

7 Past Exam: The last Kodak moment?*

Group Exercise 5

Comment on Current Issues Topic (Technology)





* Refer to Blackboard ** Refer to primary text

8. 1 May Modifying products for overseas markets

13 Past Exam: Fast fashion*

Group Exercise 6

Comment on Current Issues Topic (Products)

Submit Current Issues Assessment

9. 8 May Effective distribution overseas

8, 16 Presentation – Progress Report on Feasibility Study

Group Exercise 7

10. 15 May International pricing for profit

14 Presentation – Progress Report on Feasibility Study

11. 22 May Promotion in international marketing

15 Case 8: Walmart’s entry into Africa (p. 654)**

Submit Feasibility Study

12. 29 May Globalisation

11 Case Study 12: Planning for effective international marketing (p. 676)**

Critical Comments – Feasibility Study

Exam Revisions





MKTG2002 International Marketing Semester 1,...

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