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: 25.0 Pre-requisite units: 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: Associate ProfessorName: Vanessa QuintalPhone: +618 9266 7588Email: Vanessa.Quintal@cbs.curtin.edu.auBuilding: 408Room: 2006AConsultation times:Wednesday (11.00am-1.00pm); Thursday (11.30am-1.30pm)Teaching Staff:Administrative contact: Name: Kelly NowakPhone: +618 9266 3882Email: Mktg@curtin.edu.auBuilding: 408Room: 2014Learning Management System: Blackboard (lms.curtin.edu.au) Unit Outline MKTG2002 International MarketingSemester 1, 2015 Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 1 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISAcknowledgement 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. Curtin's Graduate Attributes On successful completion of this unit students can:Graduate Attributes addressed1 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 operations3 Apply team-building skills that support collaborative work and problem-solving 4 Interact effectively in multicultural environments Apply discipline knowledge Thinking skills (use analytical skills to solve problems) Information skills (confidence to investigate new ideas) Communication skills Technology skillsLearning how to learn (apply principles learnt to new situations) (confidence to tackle unfamiliar problems) International perspective (value the perspectives of others) Cultural understanding (value the perspectives of others) 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.auCurtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 2 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISLearning 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 Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 3 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISAssessment Assessment schedule 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. 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.2. 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. 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.2. Write a report on how each referenced news article relates to the topic. Each report should not exceed 200 words.3. 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.4. 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) Task Value % Date DueUnit Learning Outcome(s) Assessed1Individual Assessment 25 percent Week: 3, 4, 5, 6, 8 and 12Day: Tutorial dayTime: At tutorial1,2 2Group Assessment 10 percent Week: 9 and 10Day: Tutorial dayTime: At tutorial3,4 3Group Project 25 percent Week: 11Day: 28 May 2015Time: 12 noon2,3 4Final Examination 40 percent Week: Examination weeksDay: TBATime: TBA1,2 Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 4 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASIStrailers. 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. 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.2. Outline at least three key findings from analysing each section in the feasibility study.3. 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. An executive summary outlining the key points from all sections in the study.2. A brief background description of the company.3. The existing corporate vision, mission statement and corporate goals of the company. This section may be presented in point form.4. An environmental analysis of the industry that examines the political, economic, cultural, technological, environmental and legal environments governing the country and a competitive audit.5. A SWOT analysis and implications from the SWOT analysis.6. The recommended marketing objectives of the company. This section may be presented in point form.7. A recommended segmentation profile of the companys target markets and customers according to geographics, demographics, psychographics and benefits (indicate breakdown by % where possible).8. A recommended marketing mix strategy including the product, price, place/distribution and promotion strategies that may be utilised by the company.9. Implementation and evaluation charts of the recommendations outlined in point eight (8) over the next twelve (12) months.10. 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. Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 5 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASIS4. Individual Assessment: Final ExaminationA 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.cfmLate 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. All assessments students are required to submit will have a due date and time specified on this Unit Outline.2. 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.Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 6 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISPlagiarism 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 the Student Charterl the University's Guiding Ethical Principlesl the University's policy and statements on plagiarism and academic integrityl copyright principles and responsibilitiesl the University's policies on appropriate use of software and computer facilitiesInformation 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 Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 7 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISRecent 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/). 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. 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. Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 8 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISProgram calendar * Refer to Blackboard ** Refer to primary text WeekBegin DateLecture/SeminarPre-readingsTutorial/Other Assessment Due1.2 MarRationale forinternational marketing 1 Introduction and outline of assessment tasks Current Issues Assessment Toyota Prado China* Group Exercise 1-2 2.9 MarCultural and social environment4Past Exam: Cultural norms, Fair and Lovely, and advertising* Group Exercise 1-2 3.16 Mar Economic andfinancial environment 3Case 6: Real Italian is it what Chinese consumers want?* Group Exercise 3 Comment on Current Issues Topic(Culture/Social) 4.23 Mar Political and legal environment2Past Exam: Amway - Reinventing the business* Group Exercise 4 Comment on Current Issues Topic(Economics/Finance) 5.30 Mar Guest lecture Practical Exercise: Exporting TV comedies* Group Exercise 5 Comment on Current Issues Topic (Politics/Legal) 6 Apr Non-teaching Week 13 Apr Non-teaching Week6. 20 Apr Technological environment 5 Past Exam: The last Kodak moment?* Group Exercise 6 Comment on Current Issues Topic (Technology)7.27 Apr Planning for international marketing dos and donts 7Feasibility Study Workshop Current Issues Assessment - H & M promises Aussie shoppers 'no leftovers'* Group Exercise 7 8. 4 May Modifying products for overseas markets13 Past Exam: Fast fashion* Group Exercise 8 Submit Current Issues Assessment9.11 MayEffective distribution overseas8, 16Presentation Progress Report on Feasibility Study 10.18 May International pricing for profit14Presentation Progress Report on Feasibility Study 11.25 May Promotion in international marketing 15Case 8: Walmarts entry intoAfrica(p. 654)** Submit Feasibility Study 12.1 JunGlobalisation Exam Revisions 11Case Study 12: Planning for effective international marketing (p. 676)** Critical Comments Feasibility Study Comment on Current Issues Topic (Overall) Curtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 9 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASISCurtin Business School (CBS)School of MarketingMKTG2002 International MarketingMiri Sarawak Campus02 Mar 2015School of Marketing, Curtin Business School (CBS)Page: 10 of 10CRICOS Provider CodeWA 00301J, NSW 02637BThe only authoritative version of this Unit Outline is to be found online in OASIS