Faculty of Business: Marketing
Credit points: 6 cp
Result Type: Grade, no marks

Requisite(s): 24765 International Marketing Country Study 1
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 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. Analyse and interpret information gained in International Marketing Country Study 1;
2. Address the issues identified by and agreed between each group and their respective sponsoring companies and provide recommendations for future growth;
3. Present to the senior executives of the sponsoring companies the recommendations outlined in point 2 above, and be able to defend such recommendations in the face of questioning by members of the company's senior management;
4. Understand the practical application of theory to the project sponsored by a company whose aims are those of commercial success; and
5. Gain an appreciation of what is required to work as a group on a difficult, and often challenging project for a real company.

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 will be 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 will be discussed in the formal class sessions.

Content

• Field work and data collection in two foreign markets
• Compilation and assessment of primary and secondary data in two foreign markets
• Market Analysis and assessment of two foreign markets
• Writing a comprehensive report
• Developing a professional presentation for corporate sponsors
• Liaising with corporate sponsors and corporate clients in overseas markets
• Strategy Development based on two foreign markets
• Market Research in two foreign markets.

Assessment

Final Written Reports (Individual)	70%
This addresses objectives 1-5.
Report Presentation to the Sponsoring Company (Group)	30%
This addresses objectives 1-5.

Security of assessments is assured by the fact that country study projects are different from semester to semester because the sponsoring companies are always different, and the countries visited are usually different. The group work involves close supervision by the subject coordinator who attends interviews and focus groups and monitors other data collection methods by students. The subject coordinator reviews draft reports on an ongoing basis until the final report is presented to the sponsoring company.

Recommended text(s)

No specific text is set.

Indicative references

Craig, C.S. and Douglas, S.P., (1999), International Marketing Research, 2nd ed., John Wiley and Sons, Chichester.

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

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

McDonald, M., (1995), Marketing Plans - How to Prepare Them: How to Use Them, 3rd ed., Butterworth Heinemann Ltd., U.K.