Unit Outline

International Marketing focuses on the challenges and opportunities of marketing new and existing products in the global marketplace. Marketing techniques employed in the home country may also be applied internationally, but they need to be modified in order to fit the specific needs of international business. Accordingly, allowance has to be made for the different cultural, economic, technological, political and legal environments in each country, and the impact these factors will have on the understanding of cross-cultural diversity is important in this respect. This unit has been structured to follow the marketing activities of a business from the original decision to internationalise through to the planning and implementation stages of marketing internationally. In this unit, the various marketing concepts, such as product development, distribution networks, pricing and promotional methods, are taken into consideration from a cross-cultural perspective. Key variations from home-country marketing are highlighted, and strategies that an international marketer can adopt are examined. The primary objective of this unit is to enable you to successfully face the challenges and exploit the opportunities of marketing in the increasingly complex global marketplace.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Demonstrate Knowledge of the effects of environmental conditions of host markets
2.	Critically evaluate segmenting concepts and entry strategy theory
3.	Use marketing theory and independent research to evaluate the marketing mix requirements
4.	Apply marketing theory and concepts to international situations and develop feasible solutions

Alterations as a result of student feedback

To be determined.

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Case Study	Week 7	20 %	LO1, LO3, LO4
Assessment Task 2:	Marketing Plan	Week 10	30 %	LO2, LO3, LO4
Assessment Task 3:	Workshop Presentations	Refer to Assessment Description	10 %	LO2, LO3, LO4
Assessment Task 4:	Final exam	Exam Period	40 %	LO1, LO2, LO4

Assessment details

Assessment Task 1: Case Study

Task Description:

In the case study submission you are required to answer the case study questions at the end of the case. The case will be introduced in week 1 through MyLO. Case analysis will be practised in workshop sessions.

Task Length:

1500 words (Times New Roman 12 font or equivalent, 1.5 line spacing)

Due Date:

Week 7

Weight:

20 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Recall knowledge of macro international environment.	LO1
2	Explain international business and trade concepts.	LO1
3	Assess contemporary issues using the lexicon/language of international business and marketing.	LO3
4	Identify and analyse marketing issues in organisation case studies.	LO4
5	Apply international marketing theory to case study issues and draw feasible conclusions.	LO4

Assessment Task 2: Marketing Plan

Task Description:

You will prepare a written marketing plan that details a Chinese based/produced product or service you wish to launch to a chosen international destination. The data for your research may be obtained from your first-hand experience, second-hand resources, or both, and you are expected to read a broad range of materials when looking for a suitable topic. The choice of topic will be an important part of the assessment.
Your written report should be in the form of a marketing plan. A template of a marketing plan and an example will be made available on MyLO. Parts of the plan will include a situational analysis, a SWOT analysis and matrix, goals and objectives, and strategies.
In addition to common requirements for academic writing, the report should include the following elements:
• An executive summary of about half a page long prepared on a separate page
• A title, headings and page numbers
• At least five (5) in-text citations and end-references using Harvard referencing style

Task Length:

3500 words (Times New Roman 12 font or equivalent, 1.5 line spacing)

Due Date:

Week 10

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Describe the range of segmentation and market entry approaches.	LO2
2	Justify the use of specific segmentation and entry approaches.	LO2
3	Conduct independent research on contemporary international marketing issues.	LO3
4	Assess contemporary issues using the lexicon/language of international business and marketing.	LO3
5	Identify and analyse marketing issues in organisation case studies.	LO4
6	Apply international marketing theory to case study issues and draw feasible conclusions.	LO4

Assessment Task 3: Workshop Presentations

Task Description:

Between week 2 - week 10, there will be mini case studies uploaded to FANYA system for students to work on during workshops to improve their skills of applying business theories to practice.

Your lecturer will assign groups for each student to join and the group presentations will be recorded and uploaded to FANYA to share with other students for peer review.

The assessment is based on the quality of the students' presentation and the participation of the workshops "peer review".

Task Length:

15 Minutes

Due Date:

Refer to Assessment Description

Weight:

10 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Describe the range of segmentation and market entry approaches.	LO2
2	Justify the use of specific segmentation and entry approaches.	LO2
3	Assess contemporary issues using the lexicon/language of international business and marketing.	LO3
4	Identify and analyse marketing issues in the organisational case studies.	LO4
5	Apply international marketing theory to the case studies.	LO4

Assessment Task 4: Final exam

Task Description:

The examination will be a closed-book three (3) hours exam preceded by fifteen (15) minutes reading time. The examination is worth 40 per cent of the total available marks and will comprise two parts.
Part A will require you to answer 20 multiple choice/true or false questions based on your learning materials from week 1 to week 13.
Part B will require you to answer three (3) essay questions covering knowledge learned during the unit. The best preparation for part B of the exam is consistent work throughout the semester, together with the workshop case study and discussion questions.

Task Length:

Three (3) hours

Due Date:

Exam Period

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Recall knowledge of macro international environment.	LO1
2	Explain international business and trade concepts.	LO1
3	Justify the use of specific segmentation and entry approaches.	LO2
4	Apply international marketing theory to case study issues and draw feasible conclusions.	LO4

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.