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 strategy; 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 ?	None
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Philip Le, philip.le@sydney.edu.au
Lecturer(s)	Philip Le, philip.le@sydney.edu.au

Assessment

The census date for this unit availability is 2 September 2024

Details
Criteria

Type	Description	Weight	Due	Length
Small test	In-semester test Supervised test	10%	Week 08 Due date: 20 Sep 2024 at 23:59 Closing date: 20 Sep 2024	90 minutes
Outcomes assessed:
Assignment	International market entry strategy: report Foreign market entry strategy project	45%	Week 10 Due date: 13 Oct 2024 at 23:59 Closing date: 13 Oct 2024	5,000 words
Outcomes assessed:
Presentation	International market entry strategy: presentation Presentation and Q&A	10%	Week 10 Due date: 13 Oct 2024 at 23:59 Closing date: 13 Oct 2024	Presentation: 20 minutes Q&A: 15 minutes
Outcomes assessed:
Online task	Peer evaluation and feedback Written statement	8%	Week 12 Due date: 29 Oct 2024 at 23:59 Closing date: 29 Oct 2024	1,000 words
Outcomes assessed:
Assignment	Business Research Component (BRC) Participation	2%	Week 12 Due date: 25 Oct 2024 at 23:59 Closing date: 25 Oct 2024	45 minutes
Outcomes assessed:
Assignment	Self-reflection Written reflection on current journey with international marketing	10%	Week 13 Due date: 03 Nov 2024 at 23:59 Closing date: 03 Nov 2024	1,500 words
Outcomes assessed:
Participation	Participation (in-class, Canvas modules and online Zoom) In-class and online participation	15%	Weekly Due date: 01 Nov 2024 at 23:59 Closing date: 01 Nov 2024	Ongoing
Outcomes assessed:
= group assignment ?

Assessment summary

This unit appraises specialist learning through industry project work involving a real client for which students are systematically prepared across sessions. Building on prior learning from the Marketing Specialisation and across the Master of Commerce, students critically engage with international strategic marketing tools, concepts and frameworks to analyse real world international marketing and foreign market entry problems. Students work collaboratively in teams to develop a well justified strategic international marketing plan in response to a real-life problem faced by an organisation that is sensitive to social, ethical and environmental issues.

Assessments

International market entry strategy – report: As part of the industry collaboration, students will form teams and respond to a market entry brief from the client. Students will prepare an international market entry strategy, emphasising its creative and foreign country-relevant big idea.

International market entry strategy – presentation: In the same client brief, teams will present their strategy, delivering an abbreviated pitch and defending their strategy in a Q&A session. Presentations will take place across weeks 11 and 12, with presentation materials due in week 10.

In-semester test: Students will demonstrate their understanding of international marketing concepts via a written test. This test covers all course materials, and may include additional case study materials.

Participation: Students will be assessed continuously on their engagement, communication, application of course concepts and critical thinking, via their participation during the workshops, and periodical online submissions.

Peer evaluation and feedback: Following the industry collaboration, students will evaluate their team members’ performance via a feedback statement. Students will be assessed on the quality of their feedback for each member. Feedback statements will also be used to verify that all members contributed equally to the project.

Self-Reflection: Students will articulate their learning journey throughout this course, in context of their academic and professional pathway.

Business Research Component 2%: You will have two options for completing this Assessment. Option 1- participate in a research study. Option 2- research paper review. For detailed information about how to complete the Business Research Component Assessment (2%) please refer to the Assignments tab on your course CANVAS site.

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 sydney.edu.au/students/guide-to-grades.

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.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Late penalties are applicable as per Business School policy.

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.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

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.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to international and global marketing	Lecture and tutorial (3 hr)
Week 02	The macro environment	Lecture and tutorial (3 hr)
Week 03	Culture and cross-cultural marketing	Lecture and tutorial (3 hr)
Week 04	Globalisation strategies	Lecture and tutorial (3 hr)
Week 05	International market research	Lecture and tutorial (3 hr)
Week 06	Designing international marketing plans	Lecture and tutorial (3 hr)
Week 07	Product strategies	Lecture and tutorial (3 hr)
Week 08	Foreign market entry modes	Lecture and tutorial (3 hr)
Week 09	International marketing communications	Lecture and tutorial (3 hr)
Week 10	Pricing in foreign markets	Lecture and tutorial (3 hr)
Week 11	Distribution and partnering	Lecture and tutorial (3 hr)
Week 12	Evaluating marketing strategy	Lecture and tutorial (3 hr)
Week 13	The future of international and global marketing	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture format and attendance: Course materials are available via modules, available on Canvas. Students should ensure that they attend and participate in all modules, live presentation and workshops.

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 MKTG6013 course on Canvas or the Library eReserve.

Textbook required for this unit:

MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition, AU/NZ ISBN: 9780170414036

Reference:

Czinkota, M., I. Ronkainen, C. Sutton-Brady, and N. Stegemann, MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition

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
LO3. Analyse biases and influences of decision-making with regard to international marketing and consumer behavior.
LO4. Demonstrate creative thinking, critical thinking, and decision-making through the synthesis of insights from data and inputs.
LO5. Analyse (un)ethical practices in international marketing.
LO6. Reflect on learning via written and oral presentation and communication.

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.

The Unit's assessment structure and course materials will accommodate both students with and without prior marketing expertise. The Unit will continue exposing all students to contemporary international marketing challenges via a collaboration with an industry partner.

Additional information

More information can be found on Canvas.

Texbook required for this unit:

MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition, AU/NZ ISBN: 9780170414036

Reference:

Czinkota, M., I. Ronkainen, C. Sutton-Brady, and N. Stegemann, MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition

Business School Policies

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

Support for students

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, 2024 [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

Support for students

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