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Curtin Business School (CBS)

School of Marketing

Unit Outline

MKTG2002 International Marketing


Semester 1, 2015

Unit study package code:

MKTG2002

Mode of study:

Internal

Tuition pattern summary:

Note: For any specific variations to this tuition pattern and for precise information refer to the
Learning Activities section.
Lecture: 1 x 1.5 Hours Weekly
Tutorial: 1 x 1.5 Hours Weekly
This unit does not have a fieldwork component.

Credit Value:
Pre-requisite units:

25.0
10850 (v.0) Marketing 100 or any previous version
OR
MKTG1000 (v.0) Discovering Marketing or any previous version

Co-requisite units:

Nil

Anti-requisite units:

Nil

Result type:

Grade/Mark

Approved incidental fees:

Information about approved incidental fees can be obtained from our website. Visit
fees.curtin.edu.au/incidental_fees.cfm for details.

Unit coordinator:

Title:
Name:
Phone:
Email:
Building:
Room:
Consultation
times:

Associate Professor
Vanessa Quintal
+618 9266 7588
Vanessa.Quintal@cbs.curtin.edu.au
408
2006A
Wednesday (11.00am-1.00pm); Thursday
(11.30am-1.30pm)

Administrative contact:

Name:
Phone:
Email:
Building:
Room:

Kelly Nowak
+618 9266 3882
Mktg@curtin.edu.au
408
2014

Learning Management System:

Blackboard (lms.curtin.edu.au)

Teaching Staff:

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 1 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present.

Syllabus
Covers topics related to the international marketplace, multi-national, global and transnational corporations and international trading
companies. Knowledge is gained in world organisational or regional trade, trade blocks and international marketing opportunities, and
developed and less developed country counter trade.

Introduction
The aim of this unit is to provide an introduction to international marketing that extends learning acquired from basic marketing
principles. Specifically, the unit examines key issues involved in entering overseas markets and offers practical marketing perspectives of
international, multinational and global operations.

Unit Learning Outcomes


All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an employer that,
through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers say would be
useful in a professional setting. Each unit in your course addresses the graduate attributes through a clearly identified set of learning
outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes tell you what you are
expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed
to test your achievement of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have
achieved all of these learning outcomes.
Your course has been designed so that on graduating we can say you will have achieved all of Curtin's Graduate Attributes through the
assurance of learning process in each unit.
Graduate Attributes
addressed

On successful completion of this unit students can:


1 Demonstrate your awareness of local, regional and international issues that affect businesses
2 Demonstrate knowledge of international marketing theory that will assist in research, analysis, planning,
implementation and evaluation of global operations
3 Apply team-building skills that support collaborative work and problem-solving
4 Interact effectively in multicultural environments

Curtin's Graduate Attributes


Apply discipline knowledge

Thinking skills

Information skills

(use analytical skills to solve problems)

(confidence to investigate new ideas)

Communication skills

Technology skills

International perspective

Cultural understanding

(value the perspectives of others)

(value the perspectives of others)

Learning how to learn


(apply principles learnt to new situations)
(confidence to tackle unfamiliar problems)

Professional Skills
(work independently and as a team)
(plan own work)

Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 2 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

Learning Activities
Lectures introduce the topic for each week. Key theories related to the topics are presented and integrated with topical issues that
extend beyond the unit textbook. On occasion, guest speakers from the industry are invited to the lecture to present their latest
research findings and provide professional examples and scenarios of their business operations. This hands-on approach puts learning
into context for students.
Tutorials are formatted around three activities - a case study, news articles and a presentation. First, the class reviews a short case study
with questions that enable students to draw on their own learning, discuss and solve problems. Second, students are asked to introduce
a contemporary news article that relates to the topic for the week and in doing so, integrate concepts learnt with current issues. Finally,
set groups of students research and present their proposal for a feasibility study with observations from the class.

Learning Resources
Essential texts
The required textbook(s) for this unit are:
l

Fletcher, R., & Crawford, H. (2014). International Marketing An Asia-Pacific Perspective (6th Edition): Pearson.

Other resources
Online journals from Curtin University Library
Colombia Journal of World Business
European Journal of Marketing
Harvard Business Review
International Journal of Advertising
International Management
International Marketing Review
Journal of Advertising
Journal of Consumer Research
Journal of International Business
Journal of International Marketing
Journal of Marketing
Journal of Marketing Management
Journal of Retailing
Journal of the Academy of Marketing Science
Marketing Theory

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 3 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

Assessment
Assessment schedule
Task

Value %

Individual Assessment

25 percent

Week: 3, 4, 5, 6, 8 and
12
Day: Tutorial day
Time: At tutorial

1,2

Group Assessment

10 percent

Week: 9 and 10
Day: Tutorial day
Time: At tutorial

3,4

Group Project

25 percent

Week: 11
Day: 28 May 2015
Time: 12 noon

2,3

Final Examination

40 percent

Week: Examination
weeks
Day: TBA
Time: TBA

1,2

Unit Learning
Outcome(s)
Assessed

Date Due

Detailed information on assessment tasks


1. Individual Assessment: Current Issues
Students are encouraged to be aware of current marketing issues that are taking place both domestically and globally. To
ensure active learning, students must be able to understand theoretical concepts and apply them to relevant cross cultural or
cross national contexts.
In Weeks 3, 4, 5, 6 and 12, students are required to:
1.
2.

Review the lecture related to the tutorial topic of the week. In the lecture, some specific questions that relate to the tutorial
topic will be raised.
Address the specific questions raised in the lecture at the tutorial. For example, the Week 3 tutorial examines the impact
that the Cultural and Social Environment has on international marketing. For the Week 3 tutorial, students must review the
specific questions raised in the lecture on the Cultural and Social Environment and be prepared to discuss their responses
at the tutorial. This component of the assessment will require student input and contribution during the tutorial. Electronic
entries will not be deemed as acceptable submissions.

In Week 8, students are required to:


1.

2.
3.
4.

Identify and select three referenced news articles, one from each of the following topics: (a)Economic and financial
environment; (b)Political and legal environment; and(c)Technological environment.Each referenced news article should
be no more than four months old and may be sourced from either print or online news publications.
Write a report on how each referenced news article relates to the topic. Each report should not exceed 200 words.
Discuss the implications of each referenced news article at the Week 8 tutorial. This component of the assessment will
require student input and contribution during the tutorial.
Submit the three referenced news articles, three 200-word reports and the individual assessment form (refer to
Blackboard) at the Week 8 tutorial.

In the Weeks 1 and 7 tutorials, exercises related to this assessment will be conducted. Further, exemplars of the assessment are
provided on Blackboard for reference.
Students are required to submit a hard and soft copy of the individual assessment before commencing the Week 8 tutorial.
Acceptance of late submissions will be determined by the unit coordinator in consultation with the tutor. If the late submission is
not accepted, students will receive a penalty of 100% after the due date and time. This means that a zero mark will be recorded
for the late assessment.
Week 5: Practical Exercise: Exporting TV Comedies
American TV comedies that have a strong multicultural national identity such as The Big Bang Theory enjoy success when
exported to overseas markets such as Australia and China. The comedy has spawned a local version in China. Review the
American (http://www.youtube.com/watch?v=F8GMjAkGySU) and Chinese (http://www.youtube.com/watch?v=M2FPuXkOPuM)
MKTG2002 International Marketing
Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 4 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

trailers. Then, in the Week 5 tutorial, identify: (a) factors that have contributed toward the comedys global success; and (b)
cultural, political and legal implications of having a local version in China.
2. Group Assessment: Progress Report on FeasibilityStudy
Students are encouraged to develop critical thinking and communication skills by presenting a 15-minute summarised report of
their feasibility study (refer to Group Project). The presentation gives students the opportunity to obtain feedback and fine tune
their submission for the feasibility study. In either Weeks 9 or 10, students are required to:
1.

2.
3.

Identify and provide rationale for selecting a companys brand/product and new overseas country for their feasibility
study. This discussion will be based on the PESTEL, SWOT and competitive analysis of the companys brand/product and
country selected.
Outline at least three key findings from analysing each section in the feasibility study.
Discuss implications of the key findings identified in point (2) for the way the company will conduct its business in the
country selected.

Students are required to work in their allocated groups of three or four for this assignment. Groups must provide information
sources and references for relevant points raised in their presentation.
Groups are required to submit a hard and soft copy of their powerpoint presentation (6 slides per page and double sided)
and the group assessment form (refer to Blackboard) before commencing with the presentation. The units tutor reserves the
right to award individual participant marks to group members for this assessment. Acceptance of late submissions will be
determined by the unit coordinator in consultation with the tutor. If the late submission is not accepted, students will receive a
penalty of 100% after the due date and time. This means that a zero mark will be recorded for the late assessment.
3. Group Project: Feasibility Study
Students are encouraged to demonstrate their research and analytical skills. This involves collecting and synthesising data so as
to prepare a feasibility study for a company that assesses the companys proposed entry into one new overseas country. The
nominated company will be outlined in the Week 1 lecture. The study should cover:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

An executive summary outlining the key points from all sections in the study.
A brief background description of the company.
The existing corporate vision, mission statement and corporate goals of the company. This section may be presented
in point form.
An environmental analysis of the industry that examines the political, economic, cultural, technological, environmental
and legal environments governing the country and a competitive audit.
A SWOT analysis and implications from the SWOT analysis.
The recommended marketing objectives of the company. This section may be presented in point form.
A recommended segmentation profile of the companys target markets and customers according to geographics,
demographics, psychographics and benefits (indicate breakdown by % where possible).
A recommended marketing mix strategy including the product, price, place/distribution and promotion strategies that
may be utilised by the company.
Implementation and evaluation charts of the recommendations outlined in point eight (8) over the next twelve (12)
months.
Group exercise worksheets (refer to the program calendar in the unit outline), references, appendices, peer group
assessment forms and the group assessment form (refer to Blackboard).

To assist students in preparing and submitting the feasibility study, students must work on group exercises at the weekly tutorial
and receive feedback from the units tutor. Students should note that the result of the feasibility study does not need to be
positive. If the findings suggest that it is not feasible for the company to proceed, then justifications and recommendations to the
company are required. The submission must be presented in twenty-five (25) A4 pages typed in 12 font, 1.5 line spacing
(excluding references and appendices). There should be a balance of references from texts, academic journals and websites.
Students are required to work in groups of three or four for this assessment. Each student must complete a peer group
assessment form on the contribution of their group members. Marks may vary between group members for the same
assessment, depending upon feedback received on each individuals input and contribution to the project. Groups are
required to submit a hard copy to the units tutor and a soft copy of the group assessment on 28 May 2015 by 12 noon.
Acceptance of late submissions will be determined by the unit coordinator in consultation with the tutor. If the late submission is
not accepted, students will receive a penalty of 100% after the due date and time. This means that a zero mark will be recorded
for the late assessment.

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 5 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

4. Individual Assessment: Final Examination


A centrally-administered examination will be conducted during the official two-week examination period. Students are required to
be available during this nominated period.

Pass requirements
1. Receive an overall grade of five (5) or above and a mark greater than or equal to fifty (50) or
2. Pass all assessment activities.

Fair assessment through moderation


Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that
student work is evaluated consistently by assessors. Minimum standards for the moderation of assessment are described in the
Assessment and Student Progression Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm

Late assessment policy


This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent, equitable, and
that penalties are consistently applied.
1.
2.

All assessments students are required to submit will have a due date and time specified on this Unit Outline.
Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission (eg a mark
equivalent to 10% of the total allocated for the assessment will be deducted from the marked value for every day that the
assessment is late). This means that an assessment worth 20 marks will have two marks deducted per calendar day late. Hence if
it was handed in three calendar days late and given a mark of 16/20, the student would receive 10/20. An assessment more than
seven calendar days overdue will not be marked and will receive a mark of 0.

Assessment extension
A student unable to complete an assessment task by/on the original published date/time (eg examinations, tests) or due date/time (eg
assignments) must apply for an assessment extension using the Assessment Extension form (available from the Forms page at
students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It is the responsibility of the student to demonstrate
and provide evidence for exceptional circumstances beyond the student's control that prevent them from completing/submitting the
assessment task.
The student will be expected to lodge the form and supporting documentation with the unit coordinator before the assessment
date/time or due date/time. An application may be accepted up to five working days after the date or due date of the assessment task
where the student is able to provide an acceptable explanation as to why he or she was not able to submit the application prior to the
assessment date. An application for an assessment extension will not be accepted after the date of the Board of Examiners' meeting.

Deferred assessments
If your results show that you have been granted a deferred assessment you should immediately check your OASIS email for details.
Deferred examinations/tests will be held from 20/07/2015 to 31/07/2015 . Notification to students will be made after the Board of
Examiners meeting via the Official Communications Channel (OCC) in OASIS.

Supplementary assessments
Supplementary assessments, if granted by the Board of Examiners, will have a due date or be held between 20/07/2015 and
31/07/2015 . Notification to students will be made after the Board of Examiners meeting via the Official Communications Channel (OCC)
in OASIS.
It is the responsibility of students to be available to complete the requirements of a supplementary assessment. If your results show that
you have been granted a supplementary assessment you should immediately check your OASIS email for details.

Referencing style
The referencing style for this unit is Chicago.
More information can be found on this style from the Library web site: library.curtin.edu.au.

Academic Integrity (including plagiarism and cheating)


Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct.
Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades,
annulled units or even termination from the course.

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 6 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

Plagiarism occurs when work or property of another person is presented as one's own, without appropriate acknowledgement or
referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work
for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the
use of text matching systems or interviews with students to determine authorship.
Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised
materials or assistance during an examination or test.
For more information, including student guidelines for avoiding plagiarism, refer to the Academic Integrity tab in Blackboard or
academicintegrity.curtin.edu.au.

Additional information
Enrolment
It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the eStudent option on OASIS,
where you can also print an Enrolment Advice.

Student Rights and Responsibilities


It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and
responsibilities as a student. These include:
l
l
l
l
l

the Student Charter


the University's Guiding Ethical Principles
the University's policy and statements on plagiarism and academic integrity
copyright principles and responsibilities
the University's policies on appropriate use of software and computer facilities

Information on all these things is available through the University's "Student Rights and Responsibilities website at:
students.curtin.edu.au/rights.

Student Equity
There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of
their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness,
physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote
location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity
at eesj@curtin.edu.au or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information
You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi-faith services:
http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm for further information.
It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual
circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice
please contact Curtin's Student Wellbeing Advisory Service at:
http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 7 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

Recent unit changes


We welcome feedback as one way to keep improving this unit. Students are encouraged to provide unit feedback through eVALUate,
Curtin's online student feedback system (see evaluate.curtin.edu.au/info/).
To view previous student feedback about this unit, search for the Unit Summary Report at
evaluate.curtin.edu.au/student/unit_search.cfm. See evaluate.curtin.edu.au to find out when you can eVALUate
this unit.
Recent changes to this unit include:
1. Guest speakers from the industry.
2. Assessments related to topical issues.
3. Group exercise worksheets and progress report that prepare for the feasibility study.

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 8 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

Program calendar
Week
1.

Begin
Date
2 Mar

Lecture/Seminar
Rationale forinternational
marketing

Prereadings
1

Tutorial/Other
Introduction and outline of assessment
tasks

Assessment Due

Current Issues Assessment Toyota


Prado China*
Group Exercise 1-2
2.

9 Mar

Cultural and social environment 4

Past Exam: Cultural norms, Fair and


Lovely, and advertising*

Group Exercise 1-2


3.

16
Mar

Economic andfinancial
environment

Case 6: Real Italian is it what Chinese


consumers want?*

Comment on Current Issues


Topic(Culture/Social)

Group Exercise 3
4.

23
Mar

Political and legal environment

Past Exam: Amway - Reinventing the


business*

Comment on Current Issues


Topic(Economics/Finance)

Group Exercise 4
5.

30
Mar

Guest lecture

6 Apr

13 Apr Non-teaching Week

6.

20 Apr Technological environment

Non-teaching Week

Past Exam: The last Kodak moment?*


Group Exercise 6

7.

27
Apr

Comment on Current Issues Topic


(Politics/Legal)

Group Exercise 5

Practical Exercise: Exporting TV


comedies*

Planning for international


marketing dos and donts

Feasibility Study Workshop

Comment on Current Issues Topic


(Technology)

Current Issues Assessment - H & M


promises Aussie shoppers 'no
leftovers'*

Group Exercise 7
8.

4 May

Modifying products for


overseas markets

13

Past Exam: Fast fashion*

Submit Current Issues Assessment

Group Exercise 8

9.

11
May

Effective distribution overseas

8, 16

Presentation Progress Report on


Feasibility Study

10.

18
May

International pricing for profit

14

Presentation Progress Report on


Feasibility Study

11.

25
May

Promotion in international
marketing

15

Case 8: Walmarts entry intoAfrica(p.


654)**

Submit Feasibility Study

12.

1 Jun

Globalisation

11

Case Study 12: Planning for effective


international marketing (p. 676)**

Comment on Current Issues Topic


(Overall)

Exam Revisions

Critical Comments Feasibility Study

* Refer to Blackboard ** Refer to primary text

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 9 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS

Curtin Business School (CBS)


School of Marketing

MKTG2002 International Marketing


Miri Sarawak Campus
02 Mar 2015
School of Marketing, Curtin Business School (CBS)

Page: 10 of 10
CRICOS Provider Code
WA 00301J, NSW 02637B
The only authoritative version of this Unit Outline is to be found online in OASIS