24607 International Marketing Management Project

Subject level: Undergraduate

Handbook description

This subject involves applying knowledge gained in other international marketing subjects to an international marketing problem faced by a firm. Students develop a project proposal outlining the theoretical basis and methodology for in-depth investigation of a particular international marketing problem. They then analyse primary and secondary data gathered from the client organisation and outside sources, and prepare oral and written reports of findings in areas such as entry strategies, international product, pricing, promotion and distribution strategies and control of overall international marketing programs. Students are required to isolate one critical international marketing problem faced by the firm and prepare a case study on that issue.

Subject objectives/outcomes

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

1. Identify, investigate and demonstrate full understanding of a specific international marketing management problem/opportunity that a particular firm faces;
2. Apply marketing theory, concepts and models to the identified international marketing problem/opportunity and formulate appropriate strategies; and
3. Present these strategies in a well researched, structured, and concisely written report, including a full bibliography and appropriate references.

Contribution to graduate profile

This subject is a capstone subject for the sub-major in International Marketing. It is usually undertaken in the last third of the degree and after the student has completed the other international marketing subjects in the sub-major. In the context of an increasingly competitive and rapidly changing global environment, this subject is designed to provide an opportunity to investigate some specific business problems/opportunities in international marketing management such as strategic marketing planning, researching a new product venture, or developing decision tools. It is expected that students will apply marketing/international marketing and other business concepts studied in earlier subjects. The emphasis of this subject is on students exploring and fully understanding the identified international marketing management problem/opportunity and applying their knowledge of marketing theory to develop an appropriate strategy to address the problem/opportunity.

Teaching and learning strategies

The International Marketing Management Project subject is essentially one based on individual study. The subject is organised into one introductory lecture at the start of the semester and individual consultations during the semester. The purpose of the introductory lecture is to discuss the subject outline, explain the objectives of the subject, and provide some guidelines for the practical completion of the subject. Apart from the above lecture, students will be seen on an individual basis by appointment to discuss progress with their projects. As well as the submission of the final report, students are required to submit a project proposal and a progress report at pre-determined times during the semester.

Content

The project can be in any area of international marketing management, such as:

• internationalisation/globalisation
• entry strategies to foreign markets
• expansion strategies within and across international markets
• international product, pricing, promotion and distribution strategies
• the coordination of international marketing programs
• any relevant topic in which the student has a particular interest.

Project topics must be approved by the lecturer, who will guide and supervise the student during the semester.

Recommended text(s)

There is no set text for this subject.

Indicative references

Czinkota, M. and Ronkainen, I.(2004). International Marketing, 7th edition. Ohio: Thomson Learning.

Fletcher, R and Brown, L.(2002). International Marketing: An Asia-Pacific Perspective, 2nd edition. Sydney: Prentice Hall Australia.

Fletcher, R and Prieto, S. (2003). Information Sources for International Business – a Directory, 2nd edition. UTS, School of Marketing.

Mintzberg, H and Quinn, J.B. (2001). The Strategy Process: Concepts, Contexts and Cases, 3rd edition. Prentice Hall.