Overview
Businesses and organisations cannot thrive in the global marketplace without the knowledge and expertise of international marketing. This unit explores the processes of designing and implementing systematic marketing programs across national boundaries. You will develop critical understandings on how marketing principles can be effectively applied to varying international markets and adapted under changing marketing environments. Furthermore, this unit also provides important insights on market evaluation, market entry, strategy formulation, and emerging trends in international marketing.
Details
Pre-requisites or Co-requisites
Prerequisite: MRKT11029 Marketing Fundamentals or MRKT11028 Digital Marketing plus 24 credit points.
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 - 2024
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 Feedback received from the students in the workshops.
Students enjoyed the practical application of marketing concepts within their assessments throughout the term.
Continue to use practical examples while discussing the international marketing concepts.
Feedback from Feedback received from the students in the workshops.
The assessments are the best part of the unit with which students get the better understanding of the unit.
Continue with the current assessments tasks for the unit.
- Discuss the key concepts of international marketing, and their importance to businesses and the world economy
- Analyse environmental factors in an international marketing context
- Evaluate international marketing opportunities within the conceptual frameworks provided by the current literature
- Formulate effective marketing strategies for operations in international markets
- Identify the new trends in international marketing from an Australian and global perspective.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Presentation - 20% | |||||
| 2 - Written Assessment - 40% | |||||
| 3 - Written Assessment - 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 - Presentation - 20% | ||||||||||
| 2 - Written Assessment - 40% | ||||||||||
| 3 - Written Assessment - 40% | ||||||||||
Textbooks
Global Marketing Management
Edition: 9th (2023)
Authors: Masaaki Kotabe and Kristiaan Helsen
John Wiley & Sons, Inc.
ISBN: 9781119888765
International Marketing: An Asia-Pacific Perspective
Edition: 7th (2017)
Authors: Richard Fletcher and Heather Crawford
Pearson Australia
Melbourne Melbourne , Victoria , Australia
ISBN: 9781488611162
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Powerpoint
- Microsoft Word
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
j.ban@cqu.edu.au
Module/Topic
The Rationale for International
Marketing and Globalisation
Chapter
Chapter 1 & 11
Events and Submissions/Topic
Unit overview: Briefing of assessment tasks, and unit expectations.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Avoiding the Pitfalls of the
International Political and Legal
Environment
Chapter
Chapters 2
Events and Submissions/Topic
Discussion on plagiarism and referencing.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Appreciating the Dynamics of the
International Economic and Financial Environment
Chapter
Chapter 3
Events and Submissions/Topic
Discussion on Assessment Task 1.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Catering for the Social and Cultural
Environment of International
Marketing
Chapter
Chapter 4
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Technology and Change in
International Marketing
Contemporary Environmental
Variables in International Marketing
Chapter
Chapters 5 & 6
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases.
Individual Presentation: International Marketing Environment Analysis Due: Week 5 Friday (6 Dec 2024) 5:00 pm AEST
Module/Topic
International Market Selection, Entry and Competitive Strategies
Chapter
Chapters 8 and 9
Events and Submissions/Topic
Discussion on Assessment Task 2.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Modifying Products for International Markets
Chapter
Chapter 13
Events and Submissions/Topic
Discussion on Assessment Task 2.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Vacation week
Chapter
Vacation week
Events and Submissions/Topic
Vacation week
Module/Topic
Vacation week
Chapter
Vacation week
Events and Submissions/Topic
Vacation week
Module/Topic
International Pricing for Profit
Chapter
Chapter 14
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases.
Individual Task: International Marketing Case Analysis Due: Week 8 Friday (10 Jan 2025) 5:00 pm AEST
Module/Topic
Promotion in International Marketing
Chapter
Chapter 15
Events and Submissions/Topic
Discussion on Assessment Task 3.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Effective International Distribution
Chapter
Chapter 16
Events and Submissions/Topic
Discussion on Assessment Task 3.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
Marketing Services Internationally
Chapter
Chapter 17
Events and Submissions/Topic
Discussion on Assessment Task 3.
In-class activities: Discussion questions / exercises / mini cases.
Module/Topic
International Marketing in the Decade Ahead
Chapter
Chapter 18
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases; and closing.
Individual Task: International Marketing Mix Strategies Due: Week 12 Friday (7 Feb 2025) 5:00 pm AEST
Module/Topic
Chapter
Events and Submissions/Topic
1 Presentation
Assessment Task 1 is designed to promote independent learning and to develop the skills necessary for analysing various environmental issues that impact a company's international marketing decisions. For this assessment task, students are required to use a hypothetical Australian "Chocolate" company/brand. The company description is available on Moodle. Please assume that the company is already active in the Australian domestic market, and is now considering expanding to an international market for future growth.
As an international marketing expert, you are required to identify, explain, justify, and present how the factors of the international marketing environment might influence the marketing of the product in ONE of the following markets (Select one market from the list provided).
· China
· India
· Vietnam
· Philipines
· Malaysia
· Columbia
In this assessment task, any two (2) factors of the international marketing environment (e.g. political, legal, social, cultural, economic, financial, etc.) are required to be identified and analysed.
The presentation should be made within 5 minutes and through 6 PowerPoint slides. The slides should follow the subsequent structure:
- Student information and presentation title
- Background of the country market chosen
- The first factor(s) of the international marketing environment
- The second factor(s) of the international marketing environment.
- Conclusion
- Reference list
Please pay attention to the following details on presentation and submission methods:
- Students are required to record their presentations using PowerPoint's “Voice over" function and submit the PowerPoint file (with voice recording) on Moodle.
- The Moodle submission of the PowerPoint file will be due by 5:00 pm AEST on Friday of Week 5.
- In the "click to add notes" section of each slide, please provide the corresponding script for that slide. Hence, in that section, you will need to write out or at least outline what you intend to say in your presentation for that slide.
- Please ensure that your presentation includes relevant concepts, theories, tools, and/or models discussed in the first four weeks of this unit.
- For guidance on how to convert a PowerPoint slide to a presentation with voiceover, please refer to the following link - https://support.microsoft.com/en-au/office/add-and-record-audio-in-powerpoint-eeac1757-5f20-4379-95f2-0d0cd151d5b8
- Penalties for late submission will be applied as per CQU policy.
- If you need to submit an assessment extension request, you can only apply through the unit Moodle site at least 24 hours before the deadline.
- For details about the marking criteria, please read the marking rubric available on the Moodle site.
Week 5 Friday (6 Dec 2024) 5:00 pm AEST
Penalties for late submission are applied as per CQU policy.
Week 7 Friday (20 Dec 2024)
Results will be released after moderation is completed (The expected release time to students is 2 weeks after the submission, excluding public holidays and University holidays)
This task will be assessed based on the identification, explanation, justification, and presentation of the way(s) factors of the international marketing environment might influence the marketing of the chosen product to a specified market.
See Moodle for detailed marking rubric for this assessment task.
- Analyse environmental factors in an international marketing context
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
2 Written Assessment
For this assessment task, each student is required to choose a case (from two cases to be provided on this unit's Moodle) and answer the questions listed. These cases will be available on Moodle from week 5.
Notes for the assessment task
- Prepare the case in a report format with a title page, table of contents, introduction, answers to the case questions, self-reflection, references, and appendices (if applicable).
- It must be a Word document.
- Answers to the questions must be explained with theoretical justifications and practical examples (if applicable) with appropriate citations.
- Please ensure that your task incorporates relevant concepts, theories, tools, and models, etc. discussed in this unit.
- Word length: maximum 1600 words (excluding the title page, table of contents, reference list, and appendices).
- Penalties apply for exceeding the word limit (1% mark will be deducted from the total mark for every 100 words over the allowed 1600 words limit).
- Penalties for late submission will be applied as per CQU policy.
- You need to have citations/references of at least eight (8) academic sources (recent and relevant journal articles, and books).
- The Turnitin Matching rate must not exceed 25%.
- Please familiarise yourself with the University’s assessment policy and procedure, grading policy, assessment extension policy, late submission penalty, plagiarism policies, and the like.
- If you need to submit an assessment extension request, you can only apply through the unit Moodle site at least 24 hours before the deadline.
- The selection and presentation of resources from Google, Wikipedia, Social Media (e.g., Instagram, Facebook, LinkedIn etc.), NetMBA, MarketingTeacher, tutor2u, assessment hire, and other third-party sources will be assessed negatively.
Week 8 Friday (10 Jan 2025) 5:00 pm AEST
Penalties apply for late submission (5% mark will be deducted from the total marks per day unless an approved extension has been granted).
Week 10 Friday (24 Jan 2025)
Results will be released after moderation is completed (The expected release time to students is 2 weeks after the submission, excluding public holidays and University holidays).
This task will be assessed based on -
- the answers to the case questions and the strength of the arguments
- identification, explanation, and analysis of relevant international marketing theories or concepts underpinning the case questions
- self-reflection
- the overall presentation of the report (including academic quality) and writing style
See Moodle for a detailed marking rubric for this assessment task.
- Discuss the key concepts of international marketing, and their importance to businesses and the world economy
- Analyse environmental factors in an international marketing context
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
3 Written Assessment
For this assessment task, you are required to choose the same hypothetical Australian chocolate company and the country chosen for Assessment Task 1. The task is to define the market characteristics and design the International Marketing Mix Strategies to support the company’s international marketing decisions.
Notes for your assessment task
- Prepare this task in a report format with a title page, executive summary, table of contents, introduction, market characteristics, international marketing mix strategies (i.e., product, price, promotion, and place), conclusion, references and appendices (if applicable).
- It must be a Word document.
- The report must be explained with theoretical justifications and practical examples with appropriate citations.
- Please ensure that your task incorporates relevant concepts, theories, tools, models, etc. discussed throughout this unit.
- Word length: maximum 1600 words (excluding the title page, executive summary, table of contents, reference list, and appendices)
- Penalties apply for exceeding the word limit (1% mark will be deducted from the total mark for every 100 words over the allowed 1600 words limit).
- You need to have citations/references of at least eight (8) academic sources (recent and relevant journal articles, and books).
- The Turnitin Matching rate must not exceed 25%.
- Penalties for late submission will be applied as per CQU policy.
- If you need to submit an assessment extension request, you can only apply through the unit Moodle site at least 24 hours before the deadline.
- The selection and presentation of resources from Wikipedia, Social Media (e.g., Instagram, Facebook, LinkedIn etc.), NetMBA, MarketingTeacher, tutor2u, assessment hire, and other third-party sources will be assessed negatively.
Week 12 Friday (7 Feb 2025) 5:00 pm AEST
Penalties apply for late submission (5% mark will be deducted from the total marks per day unless an approved extension has been granted).
Assessments will be returned following certification of grades (March 7, 2025).
This task will be assessed based on market characteristics, international marketing mix strategies, writing styles and the overall presentation of the report (including academic quality).
See Moodle for a detailed marking rubric for this assessment task.
- Evaluate international marketing opportunities within the conceptual frameworks provided by the current literature
- Formulate effective marketing strategies for operations in international markets
- Identify the new trends in international marketing from an Australian and global perspective.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
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?
