Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Undergraduate

Result Type: Grade and marks

Requisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject introduces international marketing using the marketing concept, and considers how international marketing strategies are affected by environmental factors. Students are expected to develop international marketing strategies for Australian firms which reflect the way marketing concepts and marketing mix elements need to be modified when applied to overseas markets because of differences in the political, economic, legal and cultural environments.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Develop an awareness and understanding of international marketing concepts
2. Build the theoretical and conceptual foundations on which a more advanced study of international marketing can be pursued
3. Show the relevance of the need for Australian business to market internationally
4. Prepare an international marketing plan for an Australian company.

Contribution to graduate profile

This subject aims to introduce the student to international marketing using the marketing concept. Using an analytical and decision making framework, the course will first consider new environmental factors that are different in the international marketplace and then study how marketing strategies are affected by such environmental considerations. The student is expected to be able to formulate strategies for different and changing environments.

Teaching and learning strategies

The subject is designed to reflect a commitment to critical inquiry and intellectual debate with regard to the material covered and students are encouraged to explore the theoretical, conceptual underpinnings of international marketing in the context of strategy formation.

Presentation of the subject involves lectures and students assignments and presentations. Emphasis is placed on student participation, using case studies, analysis of current issues in international marketing and project presentations. A major project is taken on a team basis.

Content

• Introduction to the economic, financial, cultural, political and legal environments in international markets.
• An understanding and appreciation of business competition in international markets.
• An understanding and appreciation of the contribution that national competitive advantage provides to firms in different national environments.
• Understand theories, concepts and applications underlying the development of effective international marketing strategy.

Assessment

Case study (Individual)	20%
These addresses objective 3.
Major Project (Group)	30%
This addresses objective 4.
Final Exam (Individual)	50%
This addresses objectives 1 and 2.

The final examination is conducted under formal exam conditions. Case studies are checked to ensure that the work submitted is that of the individual student and is free of plagiarism. The major project is under the close supervision of the lecturer to ensure that each student in a group makes a significant contribution to the project. A further safeguard is in place to ensure that the work is that of the group, and that the project is free of plagiarised work.

Recommended text(s)

Fletcher, R. and Brown, L (2002), International Marketing: An Asia-Pacific Perspective, Second Edition, Prentice Hall Australia.

Indicative references

Czinkota, M.R., I.A. Ronkainen (1998) International Marketing, Fifth Edition, The Dryden Press, Fort Worth.