代写 TMKT301 – International Marketing

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TMKT301 – International

Marketing

Unit Description

Unit Coordinator: Dr Mo Kader

Unity Tutor: Cathie Pei

Term 1, 2016

Introduction

Welcome to TOP and the unit of International Marketing. This Unit Introduction will

provide you with all the information you need to get started, such as administrative and

academic contacts, prescribed text(s) and important general information about Online

Learning access, assessment policies, assessment tasks and exams.

Helpful information and administrative contacts

The TOP Student Handbook 2015 provides invaluable general information for students,

and a printed copy will be provided to you. TOP staff members are here to assist you

personally during office hours.

Contact Details

TOP

G10 Bay 16

Australian Technology Park

Eveleigh NSW 1430

Tel: 02 9209 4888

Email: info@uneia.une.edu.au

Unit aims

The aim of this unit is to provide you with basic knowledge and understanding of core

marketing theories and concepts relating to cross-border marketing. How the core

marketing concepts can be applied in an international environment, especially in some of

the key strategic decision making situations such as selecting a market and an entry

method are also covered with an aim of developing relevant skills.

This subject also aims to provide you with basic knowledge and understanding of the

principles and skills needed to be successful in international markets/marketing.

Author and teaching staff

Tutorials: Cathie Pei

Lectures: Dr Mo Kader

The unit coordinator is: Dr Mo Kader

0414 653 183

Class Times

Commencing: 7 th March 2016

Class Times: As scheduled

Lectures: As scheduled

Tutorials: As scheduled

N.B – In order to facilitate learning and remove disturbances to class, it is expected that

students arrive to class in a punctual manner. Students who are more than 10 minutes late

may be refused entry whilst the class is in progress.

Approach

As a guide, you should expect to allocate 10 hours per week study time for this unit:

 4 hours lectures

 6 hours self-learning for lectures

 3 hours of self-learning for tutorials

Prescribed Textbook & Reference Books

Textbook:

Fletcher, R., & Brown, L. (2008). International marketing: An Asia-Pacific

perspective (5th Ed.).

Reference Material:

Czinkota, M., & Ronkainen, I. (2012). International marketing. Cengage Learning.

Bradley, F. (2005). International Marketing Strategy. (5 th Ed.), Harlow: Pearson

Education.

Meissner, H. G. (2012). Strategic international marketing. Springer Science & Business

Media.

Fletcher, Richard, and Heather Crawford. International marketing: an Asia-Pacific

perspective. Pearson Higher Education AU, 2013.

Assessments

The minimum required in order to pass this subject, the student must:

 Complete and / or submit each item of the coursework by the due date.

 Attain a satisfactory standard (greater than 50%) in the final examination

 Achieve an overall score of at least 50% of the total marks available

Method of assessment Assessment (%) Due Date

Marketing Plan 30% 10 April 2016 by 11.30pm via the portal

Product Presentation 30% Presentations in class during the lecture

on 2 May and 9 May 2016. PowerPoints

loaded to the portal by 15 May 2016.

Final Examination 40% Per exam mark allocation. The final exam

must be passed in order to pass the unit.

In order to achieve a satisfactory mark, it is recommended that students spend at least

one hour of work at home for every hour spent in class.

Guidelines for the assessment tasks

Assessment 1: Marketing Plan (30%), Individual, 2000 words, due 10 April 2016 by

11.30pm via the portal

This assignment requires you to produce a 2000-word marketing plan for a product or

service of your choice to be sold by an Australian firm in China. You can select any

company from publications, the internet, where you work or any other source, and you

will need to choose one of their products or services. The product or service will be

exported from Australia to any city of your choice in China. The requirements of the

assignment are that you product a minor international marketing plan for the product or

service of 2000 words.

The assignment does not require you to use references, but if you do, you will need to use

appropriate referencing techniques.

Then plan must contain the following elements:

Background to the company, its product or service (10% of the volume of your

assignment size of 2000 words).

Marketing mix for the product in China (20%)

Promotional approaches and risks (20%)

Distribution channels and risks (20%)

Price positioning and market messages (20%)

Conclusion and recommendations (10%)

Assessment 2: Product Presentation (30%), Individual, 10 slides, 10 minutes,

presentations in class during the lecture on 2 May and 9 May 2016. PowerPoints

loaded to the portal by 15 May 2016.

Presentation schedule: The first 50% of the class list will present in class on 2 May 2016

The second 50% of the class list will present on 9 May 2016

The entire class can uploads their PowerPoint slides in final form by 15 May 2016 by

11.30pm via the portal

The assignment requires you to select a product or service from any source. It can be the

product or service you used in assignment 1 or any other product or service. Your job is

to present an argument for your company allocating AU$100,000 in funding for you to

spend on marketing this new product. It will be sold as a “new” product, so the market

has not yet experienced it. Your presentation is to convince your management to allocate

the funds for you to launch the product. You will do this in the form of a presentation that

is delivered using no more than 10 PowerPoint slides and no less than 5. You will present

to the class as if they were your management team, in 10 minutes.

The presentation should include the following elements:

Features and benefits of the product (10% of the content of your slides)

Competitive landscape and what the competition are selling (20%)

Potential revenue streams from selling the product over a 5-year period (20%)

Target market and reasons for its selection (30%)

What you recommend the company does with the funds you are asking for (10%)

Your reasons for the recommendation and the risks of not accepting it (10%)

Presentations take place in class by order of the name list, so it is vital that you attend

class on time.

Assessment 3: Final exam (40%), closed book, exam week.

The final exam is a closed book 3 hour exam that will take place during exam week. It

will cover a range of topics studied during the term and will include:

Short answer questions

Long answer questions

Case study questions

The final exam must be passed in order to pass then unit.

PLAGIARISM is the use of another person’s ideas or work without appropriate

acknowledgement or credit; plagiarism may be intentional or unintentional.

Using passages of text or forwarding concepts from another person, from published

material, electronic or other without referencing the publication (including but not limited

to web based publication) and the author/s is intentional plagiarism. Intentional

plagiarism is a serious matter, amounting to academic fraud. Work established and proven

as having intentional plagiarism will attract a zero grade and will be reported to the

Director of Business Program for the students’ involved enrolment to be reviewed.

Unintentional plagiarism may occur if you do not understand appropriate ways of

acknowledging sourced reference materials. You should consult the lecturer and

publications to learn to reference appropriately.

CHEATING (extracted from Top Education Student Manual)

Cheating is any attempt to gain an unfair advantage over other students. This may

include, copying, plagiarism, communicating with anyone other than exam supervisors

during a test and the use of dictionaries, textbooks or cheat notes where not authorized.

Cheating in any form will not be tolerated at Top Education Institute. If a student is

caught cheating, then he/she will automatically fail the exam and will then do a subject

review and exam resit when offered at a later stage. Any student caught cheating will be

awarded a FAIL grade and be required to undergo academic counseling with the Director

of Business Program to discuss further options. Students may be required to repeat units

if cheating if evident.

代写 TMKT301 – International Marketing

Early intervention for students at risk

Your performance within each teaching period will be monitored to assist you towards

successful completion of the courses you are enrolled in. Students whose performance is

such that they are deemed to be at risk will be identified through an early intervention

strategy.

You are classified as potentially at risk of inadequate course:

 Not attending lectures and/or tutorials.

 Not performing adequately in assessment tasks..

Where you are identified as potentially at risk you will be counseled: on academic

matters and invited to access other support services.

Special consideration for examinations

Students may apply for a Special Examination when they are unable to sit an exam or if

their performance in the exam was severely affected. Students are not allowed to decide

whether they will sit the exam or not, they may only apply when they have

evidence that they could not sit.

 Misreading the exam timetable is not sufficient reason for the award of a Special

Examination.

 Sitting consecutive exams is not a sufficient reason for the awarding of a Special

Examination.

Acceptable evidence of a student’s inability to sit an exam or severe adverse affect on

their performance in an exam includes a stamped medical certificate with the date of

consultation, the state or extent of the medical condition, and the period covered by the

doctor’s certificate.

Special consideration for examination paperwork is available from the TOP Student

Service Manager. Applications for Special Examination must be received by the TOP

Program Director no later than three (3) working days after the student’s final

examination.

Lecture Schedule

Date Topics & Learning Outcome Chapters

Week 1

1. Introduce the international marketing environment

(IM)

Chapter 1

 Define the following terms in relation to international

marketing: ethnocentricity, poly centricity, geocentricity,

regiocentricity, market-information management, pricing,

product/service management, promotion

 List the key differences between local and international

markets

 Describe the main goods and services marketed

internationally by Australian firms

 Analyse the trends in Australia’s competitive position over

the last three decades

 Describe the major benefits to companies that undertake

international marketing

 Describe the major international marketing strategies

 Explain how a company’s international marketing effort

can be evaluated

 Appreciate the strategic challenges facing human resource

management.

Week 2

2. Describe and analyse the international economic and

financial environment and its implications for

international marketing

Chapter 2

 Define the following terms: countertrade, offsets

 Describe the major features of different economic

systems

 Explain how the economic conditions in a country are

evaluated for marketing purposes

 Explain the steps involved in international financing

 Describe the roles of international financial institutions

 Describe how vulnerability to currency instability can be

reduced

 List and describe the four-level classification of

competition

 Explain the process of international competitor analysis

Week 3

3. Describe and analyse the cultural and social

environment of international business and its

implications for international marketing

Chapter 3

 Define the following terms: enculturation, acculturation,

self-reference criteria, cultural hegemony, bribe

 Describe the importance of the following socio-cultural

elements for marketing efforts: language, customs,

aesthetics, education, attitudes and values, non-verbal

communication

 Analyse major cultural differences that impact on

international marketing

 Explain how marketers undertake cross-cultural analysis

 Describe the major cultural skills that are desirable for a

marketer to possess

 Explain the roles of social class and religion in

influencing international marketing efforts

Week 4

4. Job Describe and analyse the international political

and legal environment and its implications for

international marketing

Chapter 4

 Define the following terms in relation to international

business: democracy, republic, one-party state, theocracy

confiscation, expropriation, nationalisation,

domestication, contract law, domestic law, foreign law,

international law

 Explain the difference between statutory and common

law legal systems

 Describe the various measures of political risk

 Explain how a firm can hedge against political risks

when marketing in a foreign country

 Analyse the restrictions placed on international

marketing by domestic and international laws

Week 5

5. Understand the basic steps involved in researching

foreign markets

Chapters

5 and 6

 Define the following terms: environmental scanning,

sample, survey, cross-cultural equivalence

 Outline the international marketing contexts in which

secondary or primary research may be most appropriate

 List the main difficulties in using primary data

 Categorize the main forms of primary research

 Describe the common sources of secondary data for

international marketing purposes

 Discuss the steps involved in using secondary data for

international marketing research

 Discuss the steps involved in using primary data for

international marketing research

Week 6

6. Examine the process of international market selection

and entry

Chapters

7 to 11

 Define the following terms in the context of international

marketing: market segment, critical mass, royalties,

domestic intercultural markets, portfolio of markets

 Describe the market segments within consumer and

industrial markets

 Discuss the arguments relating to concentration as

opposed to diversification in international marketing

 Describe the internationalization process

 Describe the different forms of direct investment in

foreign markets

 Explain the main factors considered when deciding on a

market entry mode

 Discuss the screening process used to evaluate

international marketing opportunities

Week 7

7. Examine the characteristics of international product

and brand management, international business markets,

and international service markets

Chapters

12 and 13

 Define the following terms: brand, brand equity, product

positioning, grey market, family brand, cost-plus method,

marginal cost method, derived demand, intangibility,

inseparability, heterogeneity, ISO standards

 Outline the factors that must be considered in making

standardization versus adaptation decisions

 Describe the processes involved in creating brand

positions and equity

 Explain how companies develop brand images for

consumer markets

 Outline the pertinent features of international business

markets for international marketers

 Discuss the nature of international service marketing

 List some of the growth areas in international service

marketing

 Discuss the importance of product life-cycle analysis for

international marketing

Week 8

8. Describe the processes involved in international

marketing promotion

 Define the following terms: promotion, encoding,

decoding, noise, AIDA (aware, interest, desire, action)

process, feedback, media, product placement,

organizational advertisement, product advertisement,

personal selling

 Explain the international communication model Chapter

 Describe the steps involved in a promotional campaign

 Identify the steps involved in creating and running an

international advertising campaign

 Explain the nature and importance of integrated

marketing communication

 Describe the main features of the international sales

process

Week 9

9. Identify the principles involved in international

payment flows including international pricing

Chapter

 Define the following terms: exchange rate, hard

currency, soft currency, demand and supply for a currency,

price floor, price ceiling, letter of credit, export-import

bank, purchasing power parity

 Describe the factors that influence exchange rates

 Describe the methods of international payments

 Explain the four main types of international pricing

strategy: penetration pricing, skim pricing, market pricing

and prestige pricing

 Analyse the importance of price elasticity of demand in

setting a pricing strategy

 Describe the main components of a country’s balance of

payments

 Outline the role of international banking in facilitating

international trade

Week 10

10. Identify and analyse strategies for effective

distribution of goods internationally

Chapter

 Define the following terms: channel of distribution,

logistics, total cost concept, channel captain, indirect

exporting, direct exporting, customs broker, intermodal

transport, retailer, convenience stores, e-commerce,

franchise

 Evaluate the role of marketing intermediaries

 Describe how firms develop channel relationships

 Explain the exporting process

 Evaluate the importance of having an efficient logistical

system

 Identify the main types of international retailers

 Describe the factors that influence the strategies chosen

by international retailers

11. Introduce the process of strategic planning for

international marketing

Chapter 9

Week 11

 Define the following terms: mission statement, placid

environment, turbulent environment, environmental

shock, business incubator

 Discuss the strategic planning process in international

markets

 Discuss tactical planning in international markets

 Evaluate the role of strategic business units in

international marketing

 Explain what is meant by environmental strategy fit

 Outline the factors that promote a global entrepreneurial

culture

Week 12

12. Revision

Chapters

1-4,

6,7,9,12-

 Revision of the unit

 Examination preparation
代写 TMKT301 – International Marketing