24765 International Marketing Country Study 1

Handbook description

This subject develops skills in conducting international marketing research and marketing management activities in foreign markets. It involves a study tour of one or two overseas countries and enables the student to develop an appreciation of the ways in which marketing systems might be compared and evaluated across national boundaries. Students prepare a major report for sponsoring companies.

Subject objectives/outcomes

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

1. develop practical skills in conducting international marketing research and marketing management activities
2. achieve a greater awareness and understanding of the role and significance of the international marketing environment in the conduct of business
3. understand the contributions of Australian business in the economies of two foreign markets
4. gain a comprehensive understanding of foreign countries' business networks, internal consumption, distribution and marketing systems
5. appreciate the ways in which marketing systems might be compared and evaluated across national boundaries.

Contribution to graduate profile

This elective subject extends the basic international marketing/business knowledge acquired throughout the course to an applied focus in foreign countries. Such experiential knowledge gained in foreign environments is fundamental in developing an individual's and a company's international orientation.

Teaching and learning strategies

An important feature of this subject is that it employs a research methodological approach, rather than the traditional coursework-by-lectures framework. Students are required to undertake substantial secondary and primary research in their own time. Research strategies that provide students with some guidance for implementing each company's research brief are discussed in the formal class sessions.

Content

• Introduction and importance of the situation analysis and its relationship with the Company Brief
• Market Analysis
• Managing the Interview
• History and Geography (two foreign markets)
• Economic Structure and Performance (two foreign markets)
• Infrastructure (two foreign markets)
• Cultural and Business Environment (two foreign markets)
• Business Customs and Practices (two foreign markets)
• The Political Environment (two foreign markets)
• Legal Environment (two foreign markets)
• External Trade Relations (two foreign markets)
• Market Entry Strategies (two foreign markets)
• Barriers and Incentives to Trade and Investment (two foreign markets)
• How to Manage Interpreters.

Indicative references

Craig, C, and Douglas, S, International Marketing Research, 2nd edn, John Wiley and Sons, Chichester, 1999

Fletcher, R, and Brown, L, International Marketing: An Asia-Pacific Perspective, 2nd edn, Prentice Hall Australia, 2002

Fletcher, R, and Prieto, S, Information Sources for International Business – a Directory, 2nd edn, UTS, School of Marketing, February, 2003

McDonald, M, Marketing Plans - How to Prepare Them: How to Use Them, 3rd edn, Butterworth Heinemann Ltd, UK, 1995