Outline

Overview

This unit aims to give students an understanding of international marketing concepts by using the framework of marketing mix elements of product, price, distribution and promotions, and highlights their importance in a rapidly changing global economy. Topics include the 'scope and environmental factors (PEST)' including 'culture'; 'globalisation versus internationalisation and multinational corporations'; 'international and global products, services and brands', 'market size assessment'; 'foreign market selection'; 'foreign market entry mode'; 'pricing for international markets'; 'international distribution channels'; and 'international promotions (global vs. multinational approaches) and strategies'. Understanding these concepts helps students develop skills in designing and implementing marketing strategies in diverse international country contexts.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG5001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Megan Davis, megan.davis@sydney.edu.au
Lecturer(s)	Megan Davis, megan.davis@sydney.edu.au
Lecturer(s)	Nicole Hallett, nicole.hallett@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam (Open book)	Final exam Short answer questions. Unseen case study.	35%	Formal exam period	2 hours
Outcomes assessed:
Participation	Participation Participation	13%	Ongoing	Weekly throughout semester
Outcomes assessed:
Small test	Mid-semester quiz MCQ	15%	Week 06	1 hour
Outcomes assessed:
Assignment	Group written report Report	25%	Week 11 Due date: 12 Nov 2020 at 17:00	4000 words including references
Outcomes assessed:
Presentation	Oral presentation TBA	10%	Week 11	TBA
Outcomes assessed:
Assignment	Business Research Component Participation	2%	Week 11 Due date: 13 Jul 2020 at 17:00	45 minutes
Outcomes assessed:
= hurdle task ? = group assignment ? = Type C final exam ?

Assessment summary

Participation: Comprised of a) in-class and online participation, and b) three learning diary entries and at least one face-to-face meeting with a lecturer.
Group written report: Comprised of a) the draft, and b) the final report. Students are assigned the role of a consultancy agency, specialised in international markets. The task is to prepare a report for the client (the firm) as to which foreign market to enter and how.
Business Research Component: Students will have two options for completing this assessment; option 1: participating in a research study, or option 2: research paper review.
Mid-semester quiz: The mid-semester quiz is listed as a HURDLE TASK which means you must complete the assessment (partake in the exam) in order to pass the unit. However, it does not mean that you must get 50% from this particular assessment in order to pass this unit. Students who fail to complete this assessment, even when their aggregate mark for the entire unit of study is above 50%, will be given a Fail grade for this unit. As a result, a student's academic transcript will show a Fail grade and the actual mark achieved if the final mark of the unit is between 0-49 and a Fail grade and a capped moderated mark of 49 for all other final marks.
Final exam: The final exam will cover all materials assigned for the specific week, which include lectures, readings, activities and assessment tasks. It is designed to assess student’s understanding and ability to apply the concepts of the unit. The final exam is listed as a HURDLE TASK which means you must complete the assessment (partake in the exam) in order to pass the unit. However, it does not mean that you must get 50% from this particular assessment in order to pass this unit. Students who fail to complete this assessment, even when their aggregate mark for the entire unit of study is above 50%, will be given a Fail grade for this unit. As a result, a student's academic transcript will show a Fail grade and the actual mark achieved if the final mark of the unit is between 0-49 and a Fail grade and a capped moderated mark of 49 for all other final marks.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week 01	Unit overview and introduction to contemporary marketing issues in a fast changing global trading environment.	Lecture and tutorial (3 hr)
Week 02	Culture and cross cultural management - customer analysis.	Lecture and tutorial (3 hr)
Week 03	Gaining market knowledge - Uses and applications of Marketing research	Lecture and tutorial (3 hr)
Week 04	Opportunity analysis and market entry strategies	Lecture and tutorial (3 hr)
Week 05	Global Strategies. Product and service management strategies.	Lecture and tutorial (3 hr)
Week 06	Online Mid semester Test in allocated lecture time	Lecture and tutorial (3 hr)
Week 07	International brand management. Customer engagement and relationship management issues.	Lecture and tutorial (3 hr)
Week 08	Integrated Marketing Communications (IMC) - Digital Marketing.	Lecture and tutorial (3 hr)
Week 09	The management of international distribution and logistics. Pricing strategies for international markets.	Lecture and tutorial (3 hr)
Week 10	Sustainability in International Marketing Strategies	Lecture and tutorial (3 hr)
Week 11	New style business modelling and digital platforms	Lecture and tutorial (3 hr)
Week 12	Course review and final exam tips	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through the unit page MKTG6013 on Canvas or the Library eReserve, available on Canvas.

The text I have used before is Isobel Doole, Robin Lowe and Alexandra Kenyon; International Marketing Strategy – Analysis, Development and Implementation (8th Ed), 2019

ISBN: 978-1-4737-5874-2

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. apply and explain academic underpinnings of theories in international marketing and business
LO2. analyse the role of internal and external influences on international marketing and business by evaluating and managing a) environmental factors; and internationalisation strategies and decision-making; b) foreign market entry modes; c) country market (industry) size assessment for an industry or product category; d) market selection strategies: evaluation and selection of foreign country markets for optimal management, using demographic, psychographic, economic and sociological bases; e) international products, services, and brands; f) international logistics and distribution systems; g) pricing and h) promotions
LO3. demonstrate an analysis of biases and influences that have an impact on decision-making of international consumers and firms' internationalisation processes, and analysis of international forces and their effects on creating strategy for the international firm
LO4. critically analyse a firms' (un)ethical conducts and their effects on global consumers, as well as consumers' responses to ethical and social issues.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Changes to accommodate online learning delivery have been made since this unit was last offered.

Additional information

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG6013: International and Global Marketing

Semester 2, 2020 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect