24705 Marketing Projects and Services Overseas

Subject level: Postgraduate

Handbook description

This subject enables students to acquire an understanding of the complexities that surround the successful negotiation of project work overseas from a marketing perspective, with particular reference to the roles of governments, aid agencies, financial institutions and multilateral bodies. It covers the 'packaging' of the project proposal, strategic alliance possibilities and the marketing of the proposal to those influencing the award of the project. It develops an understanding of the differences between marketing services in Australia and marketing services overseas. It also develops the ability to evaluate the opportunities and constraints facing Australian firms endeavouring to market services overseas, both in general and with specific reference to education, health, legal services, accounting services, insurance, tourism and intellectual property.

Subject objectives/outcomes

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

1. Build and apply knowledge gained in 24730 International Marketing Management to specific conceptual and empirical issues in the marketing of projects and services overseas
2. Increase awareness and understanding of issues in projects and services marketing overseas beyond the scope of topics covered in traditional international marketing courses
3. Demonstrate competency in strategic thinking
4. Demonstrate competency in critical analysis
5. Demonstrate competency in problem-solving
6. Demonstrate competency in decision-making under conditions of uncertainty
7. Demonstrate competency in effective communication (written and oral).

Contribution to graduate profile

This subject builds upon the basic international marketing knowledge acquired in 24712 International Marketing Management. It enables students to broaden their understanding of international marketing by focusing on critical conceptual and empirical issues as they relate to the marketing of projects and services overseas. It complements the other subjects in the degree. It also helps develop a broader knowledge base for subsequent core subjects of 24791 Business Project (International Marketing) and 24743 Applied International Marketing research.

Teaching and learning strategies

The teaching method for this subject is based on seminars, lectures and a major project. Students on an individual basis will prepare papers on relevant issues in the marketing of projects and services overseas.

Class participation is essential if the course objectives are to be achieved.

Content

• Introduction to International Services Marketing
• Internet Enabled Research into Marketing Projects and Services Overseas Issues in International Services Marketing
• Introduction to International Projects Marketing
• Issues in International Projects Marketing
• International Wholesaling and Retailing
• Multilateral Aid and MPSO
• Internationalisation and Services Marketing
• The Project Life Cycle
• Environmentalism, Public Service and BOT
• Marketing Aspects of Financing Projects Overseas.

Assessment

Recommended text(s)

Fletcher, R. Marketing Projects and Services Overseas Book of Readings, University of Technology, Sydney, 2003.

Fletcher, R. and Prieto, S. Information Sources for International Business, Prentice Hall, Sydney, 2003.

Indicative references

Alexander, N. International Retailing, Blackwell, Oxford, 1997.

Allen Consulting Group, Creating Value by Transforming Knowledge, Report prepared for Department of Industry, Science and Resources and Austrade, December, 2000.

Asian Development Bank, ADB Business Opportunities: Proposed Projects, Procurement Notices and Contract Awards, April 1999.

Austrade, Multilateral Business Guide: Winning Contracts with Multilateral Development Banks and United Nations Agencies, May 2000.

Bums, R. Doing Business in Asia: a Cultural Perspective, Longman, Australia, 1998.

Department of Foreign Affairs and Trade, Multilateral Procurement A Guide to Winning Contracts With Multilateral Development Banks and the United Nations, June 1998.

Department of Foreign Affairs and Trade (EAU), Asia's infrastructure in the crisis: Harnessing Private Enterprise, DFAT, Canberra, 1998.

Department of Foreign Affairs and Trade (EAU), India New Economy/Old Economy DFAT, Canberra, 2001.

Fisher, S., and Fisher, D., Export Best Practice: Commercial and Legal Aspects, The Federation Press, 1998.

Friedman, T., The Lexus and the Olive Tree, Harper Collins, London, 1999

Langdale, J. Internationalisation of Australia's Service Industries, AGPS, Canberra, 1991.

L/E/K Partnership. Intelligent Exports and the Silent Revolution in Services, Australian Trade Commission, Sydney, 1994.

Lovelock, C.H., Patterson, P.G. and Walker, R.H., Services Marketing: an Asia Pacific Perspective, Ed 2, Prentice Hall, Sydney, 2001.

McGoldrick, P.J. and Davies, G., (Eds). International Retailing: Trends and Strategies, Pitman Publishing, London, 1995.

Schutte, H. and Ciartante, D., Consumer Behaviour in Asia, Macmillan, London, 1999.

United Nations. The Future WTO Agenda and developing Countries, New York, 2000.