Overview
You will study the application of marketing principles and practices to international markets. You will learn overseas market evaluation processes, theories of international marketing, concepts of market entry modes, and international marketing plan and strategies.
Details
Pre-requisites or Co-requisites
Prerequisite: MRKT11029 or MRKT11028
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 3 - 2017
Attendance Requirements
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback.
The students appreciated the use of group assessment, as well as the creativity and freedom allowed for by the assessments.
The teaching staff should keep using and designing effective and engaging assessments for future offerings of this unit.
- Discuss the key concepts of international marketing and business, and their importance to the world economy and different business types
- Critically search and acquire relevant information on the world wide web
- Evaluate overseas markets within the main conceptual frameworks provided by the current literature
- Evaluate social, cultural, political, legal, financial, distribution, trade restrictions, pricing and economic marketing factors in an international context
- Critically discuss the new trends in International Marketing from an Australian and global perspective.
Not applicable
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Online Quiz(zes) - 20% | |||||
| 2 - Written Assessment - 40% | |||||
| 3 - Group Work - 40% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | |||||
| 2 - Problem Solving | |||||
| 3 - Critical Thinking | |||||
| 4 - Information Literacy | |||||
| 5 - Team Work | |||||
| 6 - Information Technology Competence | |||||
| 7 - Cross Cultural Competence | |||||
| 8 - Ethical practice | |||||
| 9 - Social Innovation | |||||
| 10 - Aboriginal and Torres Strait Islander Cultures | |||||
Alignment of Assessment Tasks to Graduate Attributes
| Assessment Tasks | Graduate Attributes | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
| 1 - Online Quiz(zes) - 20% | ||||||||||
| 2 - Written Assessment - 40% | ||||||||||
| 3 - Group Work - 40% | ||||||||||
Textbooks
International Marketing
Edition: 4th Asia-Pacific Ed. (2014)
Authors: Kotabe, Marshall, Ang, Griffiths, Voola, Roberts, and Helsen
Wiley
Milton Milton , QLD , Australia
ISBN: 9781118362518
Binding: Paperback
Additional Textbook Information
An electronic version of the text is available directly on-line from Wiley: ISBN: 9780730305569; http://www.wileydirect.com.au/buy/international-marketing-4th-asia-pacific-edition/
However, if you prefer a paper copy, they are available at the CQUni Bookshop here: http://bookshop.cqu.edu.au
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
j.callan@cqu.edu.au
Module/Topic
International marketing and the evolving global marketplace
Chapter
Chs. 1 & 16 (pp.3-35 & 527-556)
Events and Submissions/Topic
- Apply set learning objectives
- Facebook: The essential communication, collaboration and marketing tool
- The internet and cultural aspects of international marketing
Module/Topic
Economic and financial environment
Chapter
Ch. 2 (pp. 37-76)
Events and Submissions/Topic
- Apply set learning objectives
- Anime as industry net worth
Module/Topic
Political and legal environment
Chapter
Ch. 3 (pp. 77-122)
Events and Submissions/Topic
- Apply set learning objectives
- Anime and soft power
Module/Topic
Cultural environment
Chapter
Ch 4 (pp. 123-153)
Events and Submissions/Topic
- Apply set learning objectives
- Fake and real brands associated with anime
Online Quiz Due: Week 4 Friday (1 Dec 2017) 9:00 pm AEST
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Understanding international consumers
Chapter
Ch. 5 (pp.155-184)
Events and Submissions/Topic
- Apply set learning objectives
- The ascendancy of anime online
Module/Topic
Segmentation and positioning
Chapter
Ch. 7 (pp. 223-255)
Events and Submissions/Topic
- Apply set learning objectives
- Anime's position in international markets
Module/Topic
Market selection and entry strategies
Chapter
Ch. 8 (pp.244-292)
Events and Submissions/Topic
- Apply set learning objectives
- Positioning and market fit for eBikes
Module/Topic
Developing new goods and services for international markets
Chapter
Ch. 9 (pp. 295-318)
Events and Submissions/Topic
- Apply set learning objectives
- Innovation, and market segmentation eBike end-user requirements.
International Marketing Structure (Report) Due: Week 8 Thursday (11 Jan 2018) 5:00 pm AEST
Module/Topic
Marketing goods and services
Chapter
Ch. 10 (pp. 319-349)
Events and Submissions/Topic
- Apply set learning objectives
- Understanding and adapting to customer preferences for eBikes
Module/Topic
International marketing communication (IMC)
Chapter
Ch. 11 (pp. 351-387)
Events and Submissions/Topic
- Apply set learning objectives
- Social Media and data analytics I
Module/Topic
Export and import management
Chapter
Ch. 13 (pp. 423-455)
Events and Submissions/Topic
- Apply set learning objectives
- Social Media and data analytics II
Module/Topic
International marketing strategy
Chapter
Ch. 15 (pp. 495-523)
Events and Submissions/Topic
- Apply set learning objectives
- Review of unit.
International Marketing Segmentation and Positioning (Report) Due: Week 12 Thursday (8 Feb 2018) 5:00 pm AEST
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Attention in the unit is directed at providing practical as well as theoretical experience with international marketing. The initial focus on anime (a Japanese socio-cultural phenomenon) provides a highly insightful coverage of products, services and activities globally. The learning materials and activities start with a working definition of anime versus other genres of animation. The foundation draws out theoretical distinctions of significance to worldwide market structures and consumer segments. Target consumer self-identity is framed by fantasy-oriented virtual and real-world experience. The follow-on activity focus is on a market segmentation and positioning, however the focus shifts. Success in the unit is dependent upon attention to time-on-task, and working with the teaching team whose chief function is to support your learning and guide you in successfully competing the assessment tasks. Weekly engagement comprises on-line and in-class activity, as well as receiving direction with fulfilling reading and writing tasks.
1 Online Quiz(zes)
The quiz comprises:
20 randomised questions from Chs. 1-4 &16 which must be completed in 40 minute sitting.
1
Week 4 Friday (1 Dec 2017) 9:00 pm AEST
The quiz is activated 9:00 am Monday, 27/11/2017. Avoid attempting the quiz any time after 8:30 pm on Friday 1/12/2017 (QLD standard time)
Week 4 Friday (1 Dec 2017)
Grades released upon quiz completion.
- The quiz is based on lecture content from the text book up to and including week 4. Sample quiz questions are included in lectures (weeks 1-4).
- Quiz duration is 40 minutes and can be sat at anytime during week 4, but not after 8:30 pm; Friday 1/12/2017 (deadline).
- In the event of an approved "reset" request (refer Unit Coordinator) the quiz will be deemed as completed regardless of whether the candidate completes the exercise or not. Note Sole prerogative for a reset rests with the Unit Coordinator.
Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with you. Equipment failure is not grounds for special consideration, or extension of time. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web. Refer system access problems (e.g., Moodle login or password issues) to the Technology and Services Assistance Centre (Email: tasac@cqu.edu.au or Phone: +61 7 49309090).
The total score for the quiz 20 questions × 1 mark/question = 20 marks.
- Discuss the key concepts of international marketing and business, and their importance to the world economy and different business types
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Ethical practice
2 Group Work
Week 8 Thursday (11 Jan 2018) 5:00 pm AEST
Queensland Standard Time
Week 10 Thursday (25 Jan 2018)
Consult gradebook and Feedback Studio in Moodle for grades and comments.
Refer for further details in the Moodle Assessment block
- Problem or issue with international marketing structure [2]
- Dimension 1 - Customer development [8 marks]
- Dimension 2 - Market development [8 marks]
- Dimension 3 - Product development [8 marks]
- Mechanics and references [6 marks]
- Self and Peer Assessment (SPA) [8 marks]
- Discuss the key concepts of international marketing and business, and their importance to the world economy and different business types
- Critically search and acquire relevant information on the world wide web
- Evaluate overseas markets within the main conceptual frameworks provided by the current literature
- Evaluate social, cultural, political, legal, financial, distribution, trade restrictions, pricing and economic marketing factors in an international context
- Critically discuss the new trends in International Marketing from an Australian and global perspective.
- Problem Solving
- Critical Thinking
- Cross Cultural Competence
- Ethical practice
3 Written Assessment
Objective: Develop a segmentation and positioning response based on the use of the marketing fit design process for two brands of eBikes.
Detail: Refer to theoretical content in Ch. 7 (pp. 223-253), Ch.8 (pp. 257-289) and Case Study 8 “The Sleeping Giant” (pp.594-598)
Skills: Desktop research, design process, informed discussion, and report writing
Focus: Electric bikes are not, surprisingly, a recent innovation. In actuality, since the inception of the first velocipedes, the concept of powered bicycles has endured despite market inertia in Australia and elsewhere in the world. Develop a concise report which examines the relatively recent change in national or Australian domestic shifts in consumer sentiment and undertake a market fit assessment for two brands (of comparable type/model) of eBikes.
Approach: Assessment 3 provides an opportunity to gain first hand appreciation of the rationale, risks, and technical requirements involved in undertaking market segmentation and positioning procedures, as well as market selection and entry considerations. Ensure the report contrasts eBikes from two manufacturers one Australian and the other a well-known overseas counterpart (import).
Required: Include detail and insight gained from secondary sources (desktop research) to ensure sufficient contrast between the brand categories of eBikes chosen for contrast and comparison. Be highly selective in what needs to be included in the report (1500 words maximum excluding Executive Summary and References), as the emphasis is on effective market segmentation and product positioning techniques (not product description or a product brief about features). Refer to the in-class or online workshop on designing for market fit, and the supporting learning materials. Use the prescribed text and assigned readings, as well as your selection of reputable sources.
Week 12 Thursday (8 Feb 2018) 5:00 pm AEST
Queensland Standard Time
The feedback and results for the last assessment, as per university policy, are to be released upon Certification of Grades and not before.
Rationale, theoretical assessment of problem [8 marks]
Technical assessment of positioning and market fit requirements [12 Marks]
Effective use of characteristic segmentation requirements [12 marks]
Report standards, layout and mechanics [8 marks]
Total - 40 marks
- Discuss the key concepts of international marketing and business, and their importance to the world economy and different business types
- Critically search and acquire relevant information on the world wide web
- Evaluate overseas markets within the main conceptual frameworks provided by the current literature
- Evaluate social, cultural, political, legal, financial, distribution, trade restrictions, pricing and economic marketing factors in an international context
- Critically discuss the new trends in International Marketing from an Australian and global perspective.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
