24220 International Marketing Analysis and Strategy
UTS: Business: MarketingCredit points: 6 cp
Subject level: Undergraduate
Result Type: Grade and marksRequisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.
Handbook description
The marketing of goods and services across cultures and in different international environments poses some unique challenges. This subject provides an integrated managerial and strategic approach that places international issues within a broader general marketing management context and addresses the need for international marketers not only to understand customer needs and behaviors but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective international marketing strategy.
Subject objectives/outcomes
On successful completion of this subject students should be able to:
- implement practical solutions to complex international marketing problems
- apply international marketing theories, frameworks and concepts to managerial decision contexts
- apply analytical perspectives and decision tools, which underlie creative international marketing decisions
- work more effectively in teams to develop interpersonal, leadership and communication skills
- present more effectively in an informal and formal manner the findings of the group work components.
Contribution to graduate profile
The marketing of goods and services across cultures and in different international environments poses some unique challenges. This subject provides an integrated managerial and strategic approach that places international issues within a broader general marketing management context and addresses the need for international marketers not only to understand customer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective international marketing strategy.
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Content
The subject will address the following topics:
- Strategic marketing decisions about internationalisation
- Strategic marketing decisions about global and international markets
- International market entry strategies
- Designing global marketing programs
- Implementing and coordinating global marketing programs
- Providing international marketing leadership.
Assessment
Assessment item 1: Mid-semester Exam (Individual)
| Objective(s): | 1-3 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2 and 3. |
Assessment item 2: Project Report (Group)
| Objective(s): | 1-5 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2, 3, 4 and 5. |
Assessment item 3: Final Exam (Individual)
| Objective(s): | 1-3 |
| Weighting: | 40% |
| Task: | This addresses objectives 1, 2 and 3. |
Required text(s)
Cateora, P and Graham, J (2007), International Marketing, McGraw-Hill (13th edn)
