24744 Competitive International Marketing Strategy

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) AND 24738 International Marketing Management)
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 enhances the decision-making skills and general strategic marketing management skills of students in the context of an increasingly competitive and rapidly changing global environment. In particular, it aims: to enhance students' knowledge of theories, concepts, models and related issues in the area of competitive international marketing strategy through a comprehensive and thorough literature review of the area; and to develop students' abilities to critically evaluate and apply such theories, concepts and models in well researched, structured, and concisely written case studies, including fully developed case solutions and presentations.

Subject objectives/outcomes

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

Display decision-making skills and general strategic management skills in the context of an increasingly competitive and rapidly changing global environment.
Display knowledge of theories, concepts, models and related issues in the area of competitive international marketing strategy through a comprehensive and thorough literature review of the area.
Demonstrate an ability to critically evaluate and apply such theories, concepts and models in a well researched, structured, and concisely written case study, including a fully developed case solution and presentation.

Contribution to graduate profile

This is a specialised subject on Competitive International Marketing Strategy. It builds on a presumed knowledge of marketing and marketing management, international marketing and international marketing management.

Teaching and learning strategies

This subject is assignment-based and is designed to draw on the international marketing theories and applications of earlier subjects. Two major assignments will be undertaken – a theory paper and a case study. The theory paper will provide the conceptual foundations for the case study to follow.

Content

Theory paper on competitive International Marketing Strategy
Case Study development (including case solutions).

Assessment

Theory Paper (Individual)	30%
Students (either individually or in pairs) are required to undertake a review of the literature in the area of competitive international marketing strategy. This involves, firstly, an overview of the various theories, and, secondly, an in-depth assessment of 2 or 3 key theories. This paper should include the identification and critical evaluation of trends in the development of thought (and application) in the selected areas, an assessment of any strengths and weaknesses, the identification of areas for future research, development and application, etc. This will enable students to demonstrate objectives 1 and 2.
Case Study (Group (30%) and Individual (40%))	70%
Student teams (maximum of 4-5 per team) will develop a comprehensive case study and solution in the area of competitive international marketing strategy. The case study should be developed around a specific problem (or problems) encountered by the firm you select in its international activities or aspirations. The critical problem(s) should be embedded in the context of international marketing strategy identified in the theory paper, and can cover any area of international business. The instructor will assess the quality of each of the member's contribution to the final case study and solution before its inclusion in the final written document. A mark (out of 40) will be assigned on the basis of this assessment. The other 30% will be based on the integrated case and solution including the presentation. This will enable students to demonstrate objectives 1-3.

Indicative references

Acker, David A and George S. Day, (1990) Marketing Research, 4th Ed.

Advanced Methods of Marketing Research, Edited by Richard P. Bagozzi, Blackwell Publisher, Cambridge, Mass 02412 (ISBN No: 1-55786-549-3).

Ansoff, Igor and Edward McDonnell (1990) Implanting Strategic Management, 2nd Ed, Prentice-Hall.

Assael, Henry, Consumer Behaviour and Marketing Action, 3rd Ed.

Bagozzi, R.P. (ed), Principles of Marketing Research, Blackwell Publishers, Cambridge, Mass 02142 (ISBN No: 1-55786-548-5).

Balan, P., Creating Achievable Marketing Plans, 2nd ed., St. Peters, South Australia,

Polyglot Enterprises, 1991.

Buzzell, R.D., Quelch, J.A. and Bartlett, C.A. (eds), Global Marketing Management: Cases and Readings, 3rd ed., Reading, Massachusetts, Addison-Wesley, 1995.

Cateora, P.R., International Marketing, 9th ed., R.D. Irwin, 1997.

Craig, C.S. and Douglas, S.P., International Marketing Research, 2nd ed., John Wiley and Sons, Chichester, 2000.

Cravens, D.W., Merrilees, B. and Walker, R.H., Strategic Marketing Management for the Pacific Region, McGraw-Hill, Sydney, 2000.

Czepiel, John A (1992) Competitive Marketing Strategy, Prentice-Hall.

Czinkota, M. and Ronkainen, I., International Marketing, 5th ed., Dryden Press, 1998.

Day, George S (1990) Market Driven Strategy, Processes for Creating Value, The Free Press.