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24738 Strategic International Marketing

UTS: 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

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 behaviours 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 advanced knowledge and practical competencies to develop and implement an effective international marketing strategy.

Subject objectives/outcomes

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

  1. implement practical solutions to complex international marketing problems
  2. apply international marketing theories, frameworks and concepts to managerial decision contexts
  3. apply analytical perspectives and decision tools, which underlie creative international marketing decisions
  4. work more effectively in teams to develop interpersonal, leadership and communication skills
  5. 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 advanced knowledge and practical competencies to develop and implement an effective international marketing strategy.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (i.e. tutorials). The lectures involve critical debate and in-depth case deliberations; and the workshops 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 decisions about internationalisation
  • Strategic 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.

Recommended text(s)

Fletcher R and Brown L, International Marketing – An Asian Pacific Perspective, 4th edn, 2008, Prentice Hall (Sydney)

Fletcher R and Prieto S, Information Sources for International Business, 2nd edn, Prentice Hall, Sydney 2005.

Indicative references

Financial Times

Australian Financial Review

Asian Wall Street Journal

Business Week

Economist

Harvard Business Review

McKinsey Quarterly Review

International Marketing Review

International Journal of Advertising

Business International

Business Horizons

California Management Review

Journal of Business Research

Columbia Journal of World Business

Journal of Global Marketing

Journal of International Business Studies

European Journal of Marketing

Journal of International Consumer Marketing

Journal of International Management

Journal of Marketing