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24792 Business and Culture in the Asia-Pacific

UTS: Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Handbook description

The subject aims to create cultural and linguistic sensitivity when doing business with countries in the Asia–Pacific region. It introduces cultural norms, basic language issues, and business practices in the region. It also further develops the content of other subjects by examining issues unique to this region of greatest relevance to Australia. These include ethics, environmentalism, consumer and business behaviour, legal creation and enforcement, developing relationships, entering networks and building alliances, appreciating the role of government and planning and its impact on marketing, creating effective promotional strategies and the significance of international trade relations between Australia and other countries in the Asia–Pacific.

Subject objectives/outcomes

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

  1. Understand social and cultural diversity in the Asia Pacific region and its impact on cross-cultural communication, particularly in business related situations
  2. Develop strategies for dealing with cultural differences and varying styles of business interaction and negotiation
  3. Understand the nature of the inter relationship between language and culture and the that language plays in social and business contexts in countries in the region
  4. Recognise the role government plays in business activities in the region and how impacts on the conduct of trade relations, impacting on marketing issues between Australia and countries in the Asia Pacific region.

Contribution to graduate profile

This subject is designed to complement both the MBA and the Master of Business Programs by facilitating the development of personal communication strategies for business dealings in the Asia pacific region. This should enable participants to engage in limited social exchanges in business related situations and also operate more effectively within the country.

Teaching and learning strategies

The business and culture elements of this subject are based primarily on lectures and seminars. Students will prepare seminar papers on an individual basis and either individually or in groups will give presentations on relevant cultural differences and business practice issues in the Asia Pacific. The seminars will be supplemented with lectures.

Content

  • Nature and concepts of International Marketing Management, and the impacts of Globalisation
  • International Strategic Planning, creating Competitive Advantage and developing International Strategy
  • The significance of Political, Legal and Economic Environments.
  • Social Culture Environments and International Networks
  • International Market Research
  • International Market Entry and Selection
  • International Product and Services Management
  • International Distribution
  • International Logistics
  • International Pricing – Development and Strategy
  • International Promotions, Trade Relationships, and Issues for E-Commerce.

Assessment

Assessment item 1: Seminar Paper (1) (Individual)

Objective(s): All
Weighting: 35%
Task: Students will be assigned seminar topics from those listed in the Seminar Program and the papers are to be undertaken on an individual basis. Seminar papers will cover a comprehensive review of the topic literature as it relates to current issues in culture, business practices and language sensitivities facing Australian business; and where available, articles will be supplied relating to the topics to be discussed so as to provide an introduction to the issue. In such cases, it is expected that all members of the course will have read the article in the readings prior to coming to class and will be in a position to contribute to the discussion of it. Those assigned to prepare a paper and make a presentation on the topic are expected to have read widely in the area. No marks will be awarded for a paper which merely summarises or recapitulates the main argument or issue put forward in the article. This will enable students to demonstrate all of the objectives.

Assessment item 2: Seminar Paper (2) (Individual)

Objective(s): All
Weighting: 35%
Task: Students will be assigned seminar topics from those listed in the Seminar Program and the papers are to be undertaken on an individual basis. Seminar papers will cover a comprehensive review of the topic literature as it relates to current issues in culture, business practices and language sensitivities facing Australian business; and where available, articles will be supplied relating to the topics to be discussed so as to provide an introduction to the issue. In such cases, it is expected that all members of the course will have read the article in the readings prior to coming to class and will be in a position to contribute to the discussion of it. Those assigned to prepare a paper and make a presentation on the topic are expected to have read widely in the area. No marks will be awarded for a paper which merely summarises or recapitulates the main argument or issue put forward in the article. This will enable students to demonstrate all of the objectives.

Assessment item 4: Major Project (Group)

Objective(s): All
Weighting: 30%
Task: In the first lecture, students will be allocated a product and will be required to prepare both a negotiations brief and a brief for an advertising agency in respect of the allocated product being marketed in either Japan, China, or Indonesia. The country selected must not be one with which the student has an ethnic connection. The student will be required to prepare a written brief for a delegation from an Australian firm on the cultural differences, language interpretation issues and business customs and practices they should bear in mind when negotiating a contract. This brief should include a budget and an action plan. Then students will prepare an Advertising Agency Brief; students will have asked an Australian advertising agency to assume responsibility for researching opportunities and promoting on your behalf. You are required to prepare a background brief on the cultural differences, language interpretation issues and business customs and practices which the agency will need to take into account in their market research, publicity, promotion and advertising activities in that market. This brief should include a budget and an action plan. This assessment will allow students to demonstrate all of the objectives.