Year
2024Credit points
10Campus offering
Prerequisites
MKTG207 Marketing Toolkit or MKTG100
Teaching organisation
150 hours over a twelve-week semester or equivalent study period
Unit rationale, description and aim
International marketing is one of the specialist functions that exist within the broad field of international business. It is also an applied specialist area within the marketing discipline. This unit explores the points of similarity and difference between international and domestic marketing including in areas of regulation around labour force working conditions and environmental regulation. International marketers need to plan for and implement marketing decisions in markets unlike their domestic markets. Different marketing environments can often pose major challenges in understanding and adaption. It also explores the strategic and tactical choices facing international marketing managers with each of the marketing mix elements. Different regions of the world are examined in the unit. Applications of the term "international" in different parts of the world will be discussed.
This unit aims to provide understanding, knowledge, and skills of international marketing in a highly competitive global business environment. Furthermore, it aims to develop an understanding of the global marketplace and provide the skills necessary to analyse international marketing opportunities and challenges, and formulate international marketing strategies.
Learning outcomes
To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Explore the graduate capabilities.
| Learning Outcome Number | Learning Outcome Description | Relevant Graduate Capabilities |
|---|---|---|
| LO1 | Interpret the multiple marketing decisions required to successfully operate in foreign markets | GC1, GC7, GC11, GC12 |
| LO2 | Examine the design and implementation of international marketing strategies | GC2, GC8, GC11 |
| LO3 | Evaluate the impact of the macro and micro environment on international marketing opportunities | GC2, GC8, GC9, GC11 |
| LO4 | Analyse the factors involved in selecting markets and deciding appropriate market entry strategies including labour force working conditions and environmental regulation issues | GC2, GC8, GC9, GC11, GC12 |
| LO5 | Assess potential international marketing operations both autonomously and collaboratively | GC2, GC4, GC11 |
Content
Topics will include:
· impact of the macro environment (PESTEL factors) on planning and operations
· impact of the micro-environment (market/industry factors) on planning and operations
· useful international data sources, frameworks (INCOTERMS) and market research
· market analysis and market selection
· specific factors for consideration include labour force working conditions and environmental issues
· market entry (and market exit) strategies
· organisational structures for international marketing
· designing and implementing marketing mix strategies
· Teamwork and collaboration in international marketing teams and managing tasks autonomously
· future trends in international marketing.
Learning and teaching strategy and rationale
This unit takes an active learning approach to introduce and guide students to understand international marketing strategies utilised by organisations when entering foreign markets. The student is able to explore the knowledge base underpinning international marketing factors and strategies in a series of workshops. These workshops are designed to support students to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops, students will develop an understanding of international marketing environmental factors and international marketing strategic decision making. Activities include discussions of case studies and examples, while the practical workshops will help students develop critical, reflective, analytical and practical skills necessary to successfully complete the assessments and to become better decision-makers in the workplace.
Mode of delivery: This unit is offered in different modes to cater to the learning needs and preferences of a range of participants and maximise effective participation for isolated and/or marginalised groups.
Attendance Mode
In a weekly attendance mode, students will require face-to-face attendance in specific physical location/s. Students will have face-to-face interactions with lecturer(s) to further their achievement of the learning outcomes. This unit is structured with required upfront preparation before workshops, most students report that they spend an average of one hour preparing before the workshop and one or more hours after the workshop practicing and revising what was covered. The online learning platforms used in this unit provide multiple forms of preparatory and practice opportunities for you to prepare and revise.
Multi-Mode
In a multi-mode, students will require intermittent face-to-face attendance determined by the School. Students will have face-to-face interactions with lecturer(s) to further their achievement of the learning outcomes. This unit is structured with required upfront preparation before workshops. The online learning platforms used in this unit provide multiple forms of preparatory and practice opportunities for you to prepare and revise.
Online Mode
In an online mode, students are given the opportunity to attend facilitated synchronous online seminar classes with other students and participate in the construction and synthesis of knowledge, while developing their knowledge. Students are required to participate in a series of online interactive workshops which include activities, knowledge checks, discussion and interactive sessions. This approach allows flexibility for students and facilitates learning and participation for students with a preference for virtual learning.
ACU Online
This unit uses an active learning approach to support students in the exploration of knowledge essential to the discipline. Students are provided with choice and variety in how they learn. Students are encouraged to contribute to asynchronous weekly discussions. Active learning opportunities provide students with opportunities to practice and apply their learning in situations similar to their future professions. Activities encourage students to bring their own examples to demonstrate understanding, application and engage constructively with their peers. Students receive regular and timely feedback on their learning, which includes information on their progress.
Assessment strategy and rationale
In order to pass this unit, students are required to demonstrate mastery of all learning outcomes and achieve an aggregate mark of at least 50%. Marking of each assessment task will be in accordance with rubrics specifically developed to measure student level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the Unit. The assessment strategy for this Unit allows students to sequentially develop their knowledge and skills in international marketing to the point where they can identify and diagnose an organisation's possible cross-boarder solutions for them. In order to develop this capability, students will demonstrate knowledge of international marketing theory, concepts and practises throughout the three assessments.
Assessment 1 is designed to determine the extent to which students understand and appreciate the rudiments of digital marketing through combination of engagement in the unit via discussion board questions, responses to postings and evidence of successful engagement in online asynchronous activities.
Assessment 2 is designed to assess the students' understanding of an opportunity analysis within an international context. The purpose of this assessment is for the students to develop an understanding around the range of factors that international marketers must consider when identifying possible market opportunities in foreign markets for their goods and services. In addition, the development of an international marketing report focusing on opportunity analysis will demonstrate the student’s practical knowledge and decision-making skills in identifying market opportunities in a foreign market.
Assessment 3 is to assess students' ability to develop a market entry pitch into a foreign market. This assessment is designed to enrich their understanding of marketing concepts such as ‘the marketing mix’ into a cross-board context. Examining students overall understanding of the theories and concepts taught throughout the semester, as well as testing the critical and analytical skills developed throughout the semester.
Overview of assessments
| Brief Description of Kind and Purpose of Assessment Tasks | Weighting | Learning Outcomes | Graduate Capabilities |
|---|---|---|---|
Assessment Task 1: Portfolio of Engagement Students will actively participate in online discussion forums and online activities. Assessment 1 will cover materials across the semester and students’ active participation in discussion forums. Students will be evaluated on a combination of engagement in the unit via discussion board questions, responses to postings and evidence of successful engagement in online asynchronous activities. Submission Type: Individual Assessment Method: online engagement and completion of regular learning tasks Artefact: Portfolio evidencing engagement | 30% | LO1 | GC1, GC7, GC11, GC12 |
Assessment Task 2: International Marketing Opportunity Analysis Report This assessment task consists of a 2000-word report entailing an International Marketing Opportunity Analysis for a selected foreign market. This task requires students to work in groups to analyse an Australian sourced good or service and identify its potential ‘fit’ with a foreign market. The students will have to evaluate the macro- and micro-environment of this market as well as a potential target market within the foreign market to support their marketing decisions. The purpose is for the group to understand the range of factors that international marketers must consider when identifying possible market opportunities in foreign markets for their goods and services. In completing this assessment task students need to cite very recent and relevant research and business-related sources (not older than 3 years old). Group members responsibilities should be clearly identified and simulate a real-world international marketing teamwork. As part of this assessment students need to submit peer review reports about the contribution of the group members. Submission Type: Group Assessment Method: Report Artefact: Report | 30% | LO3, LO4, LO5 | GC2, GC4, GC8, GC9, GC11, GC12 |
Assessment Task 3: International Marketing Strategy Video Pitch This assessment task consists of a 5-7-minute video pitch entailing an international marketing strategy for a foreign market. This task requires students to work individually in order to research and design a feasible international marketing strategy (for the selected product and market), incorporating recommendations for each element in the marketing mix. This task requires students to draw on their critical thinking skills and demonstrate their overall understanding of international marketing theories, concepts and practices taught during the semester. In completing this assessment task students need to cite very recent and relevant research and business-related sources (not older than 3 years old). Submission Type: Individual Assessment Method: Presentation Artefact: Video with notes | 40% | LO1, LO2 | GC1, GC2, GC7, GC8, GC11, GC12 |
Representative texts and references
Green, M C & Keegan W J 2020, Global Marketing 10th Ed, Pearson Education, United Kingdom
Cateora, P. Graham, J. Gilly, M. Money, B. 2020, International Marketing, 18th Ed, McGraw Hill, New York.
Alon, I. Jaffe, E. Prange, C. & Vianelli, D. 2017, Global Marketing Contemporary Theory, Practice and Cases, 2nd Ed, Routledge, New York, NY 10017.
Fletcher, R & Crawford, H 2017, International marketing - an Asia Pacific perspective, 7th ed, Prentice Hall Australia, Sydney.
Current Scholarly Articles
Nath, P A, Kirca, A H. Kim, S 2021 Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity. Journal of International Marketing. Mar, Vol. 29 Issue 1, p57-76.
Sousa, C M.P, Li, R Y, & He, Xinming, 2020 The Impact of Exploitation and Exploration on Export Sales Growth: The Moderating Role of Domestic and International Collaborations. Journal of International Marketing. Dec, Vol. 28 Issue 4, p1-20
Kim, J S, 2020 National Culture and Advertising Sensitivity to Business Cycles: A Re-examination. Journal of International Marketing. Dec, Vol. 28 Issue 4, p41-57
Wang, M, Zhang, Q, Zhou, K Z 2020 The Origins of Trust Asymmetry in International Relationships: An Institutional View. Journal of International Marketing. Jun, Vol. 28 Issue 2, p81-101
Sheth, J N 2020 Borderless Media: Rethinking International Marketing. Journal of International Marketing. Mar, Vol. 28 Issue 1, p3-12
Steenkamp, J E.M 2020 Global Brand Building and Management in the Digital Age. Journal of International Marketing. Mar, Vol. 28 Issue 1, p13-27.
Konara, P, Stone, Z. Mohr, A 2020 Explaining alternative termination modes of international joint ventures International Marketing Review Vol. 37, Iss. 6,
Paul, J, Rosado-Serrano, A. 2019 Gradual Internationalization vs Born-Global/International new venture models. International Marketing Review Vol. 36, Iss. 6,
Michaelidou, N, Micevski, M; Kadic-Maglajlic, S, Budhathoki, T; Sarkar, S. 2019 Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries International Marketing Review Vol. 36, Iss. 6,
Nam, H, & Kannan, P K 2020 Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys. Journal of International Marketing. Mar, Vol. 28 Issue 1, p28-47