University of Technology SydneyHandbook 2008

24738 International Marketing Management

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
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 is managerial in the sense that it focuses on the problems and decisions facing managers of international marketing. It is comprehensive in that it covers the problems of marketing across national boundaries as well as those arising from marketing within a number of different national markets. It treats at length the situation of the Australian firm engaged in multinational marketing activities. The level of involvement ranges from exporting to licensing, to joint ventures, to wholly owned subsidiaries. The student is given the opportunity to apply the theoretical knowledge gained to a detailed analysis of a particular foreign market environment, and to develop marketing strategies required in that market by an Australian organisation.

Subject objectives/outcomes

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

  1. Demonstrate competency in strategic thinking in the context of the global marketing/ business environment.
  2. Demonstrate competency in critical analysis in the context of the global marketing/ business environment.
  3. Demonstrate competency in problem-solving in the context of the global marketing/ business environment.
  4. Demonstrate competency in developing and implementing marketing plans in the context of the global marketing/ business environment.
  5. Demonstrate competency in decision-making under conditions of uncertainty in the context of the global marketing/ business environment.
  6. Understand marketing organisational dynamics in the context of the global marketing/ business environment.
  7. Demonstrate competency in effective communication (written and oral).

Contribution to graduate profile

This subject provides a foundation and framework for understanding strategic marketing management in a global context. It introduces students to the principles of strategic marketing management and application in the dynamic and rapidly changing global marketplace and marketspace.

Teaching and learning strategies

The teaching method for this method for this subject is a combination of lectures, seminars, case studies, discussion of current issues and examples, topical video material, research papers and participation in a major project involving the development of an international marketing plan.

Content

  • Introduction and Overview - Marketing and Global Marketing and the Marketing Paradigm
  • The Global Marketing Environment - Economic, Political, Legal, Regulatory, Social and Cultural
  • Analysing and Targeting Global Market Opportunities
  • Global Marketing Strategy
  • Creating Global Marketing Strategies
  • The Future - The Impact of Ethics, Environmentalism and Electronic Commerce on Global Marketing.

Assessment

Major Project (Group (30%) and Individual (10%))40%
Student teams will undertake a major project and will be assessed on the basis of the written report and presentation. The instructor will also assess the quality of each of the members contribution to the final project document and award a mark out of 10. The teams will select a country and a product of a specific company as the basis of their analysis, and will prepare a fully cosed International Marketing Plan.This assessment will enable the student to demonstrate objectives 1-7.
Research Paper (Individual)30%
Students will complete this paper individually. Students will be expected to carry out in depth research (and analysis) on relevant topics that will be allocated in class. This assessment will enable the student to demonstrate objectives 1-3 and 7.
Case Study (Individual)30%
Sudents will undertake one written case study for assessment. Cases will focus on global strategic marketing management issues and will be undertaken on an individual basis. This assessment will enable the student to demonstrate objectives 1-7.

Recommended text(s)

Book of Readings

Indicative references

Fletcher. R. and Brown,L. 'International Marketing – An Asian Pacific Perspective', 2nd Ed. Prentice Hall (Sydney), 2002

Fletcher. R. and Prietto,S. 'Informations Sources for International Business' Prentice Hall, Sydney 2003.