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    Faculty of Business & Enterprise

    Higher Education Division

    HBM223/223N

    Transnational Marketing

    Semester 2, 2009

    Convenor: Dr Jawed Mohammed

    Swinburne University of Technology, 2008Except as provided in the Copyright Act 1968, this document may not bereproduced in any form without the written permission of the University.

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    Unit of Study Outline

    Unit of study code HBM 223 / 223N

    Unit of study name Transnational Marketing

    Teaching Term/Semester & Year Semester 2, 2009

    Contact Hours (hrs/wk) or total contacthours

    Lecture 2hrs X 12 weeks

    Tutorial 1hr X 12 weeks

    Prerequisites HBM110 Fundamentals of Marketing

    Corequisites Nil

    Credit Points 12.5

    Teaching Staff

    Name Role Campus&

    RoomNo.

    PhoneNo.

    Email Address ConsultationTimes

    Dr Jawed Mohammed Convenor Hawthorn

    BA1212

    92144718 jmohammed@swin.edu.au Byappointment

    Mr Anton Kaluwila Tutor Hawthorn

    BA1209

    TBA akaluwila@swin.edu.au TBA

    Aims

    This unit aims to provide students with the knowledge to enable them to understand the concept

    of Transnational Marketing and how it fits within overall corporate structure and strategy,

    enabling organisations to realise offshore opportunities. The unit will look at analysis of markets,

    strategies for entry, and implementation of transnational marketing procedures.

    Learning Objectives

    After successfully completing this unit, you should be able to:

    1. Express knowledge and understanding of the concept of transnational marketing2. Understand how transnational marketing fits within overall corporate structure and

    strategy3. Understand how transnational marketing enables organisations to realise offshore

    opportunities4. Analyse potential transnational market opportunities5. Propose strategies for entry into transnational markets

    6. Implement transnational marketing procedures

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    Content

    Lectures include: Key Concepts, Organisation Preparedness to go Global

    Economic Issues

    Political-Legal Environment

    Cultural & Technological Environments

    International Marketing Research

    International Segmentation & Positioning

    Market Entry Modes

    Product and Service Strategy

    Distribution Strategy

    Promotion Strategy

    Pricing Strategy

    Trends in International Marketing

    Key Generic Skills for this Unit of Study

    You will be provided with feedback on your progress in attaining the following generic skills:

    teamwork skills

    analysis skills

    problem solving skills communications skills

    ability to tackle unfamiliar problems, and

    ability to work independently

    Learning and Teaching Structure

    Duration: 12 weeks

    Sessions: 12 sessions comprising Lectures/Tutorials

    Contact Hours: 36 hours comprising 24 hours of lectures (2hrs) and 12 hours of tutorials (1hr).

    Students are expected to attend all 12 sessions

    In a Semester, you should normally expect to spend, on average, twelve and a half hours oftotal time (formal contact time plus independent study time) a week on a 12.5 credit point unit ofstudy.

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    Lecture Schedule

    Session Lecture topics and content

    1 Unit Overview, Key Concepts, Organisation Preparedness to go Global

    2 Demographic and Economic Environment

    3 Natural and Technological Issues

    4 Political and Cultural Environment

    5 International Marketing Research

    6 International Segmentation & Positioning

    Mid-semester break

    7 Market Entry Modes

    8 Product/Service Strategy

    9 Distribution Strategy

    10 International Marketing Communication Strategy

    11 Pricing Strategy

    12 Trends in International Marketing

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    Tutorial schedule

    Session TUTORIAL CONTENT

    PREPARATION: to be done in advance of tutorialAssignments

    1 Country selection for PEST analysis2 Group formation, globalisation debate

    3 Lecture 2 review questions, ch. 3

    Class analysis of the following article download from Blackboard

    Micallef, Joseph V. (1982) Assessing political risk. McKinsey Quarterly,82/4, pp.67-78

    4 Lecture 3 review questions; ch.2

    PEST exercise Preparation: Find data that you will need for yourpolitical, legal, socio-cultural analysis;

    Bring country data intutorial for your PESTanalysis

    5 Lecture 4 review questions; ch. 4

    Mooij, Marieke and Hofstede, Geert (2002) Convergence anddivergence in consumer behavior: implications for internationalretailing, Journal of Retailing, 78/1, pp. 61-69

    Presentation 1: Cross-Cultural issues inMarketing

    6 PEST Q & A forum, referencing issues; ch.6

    Williams, S.C (1996) Researching Markets in Japan--A MethodologicalCase Study. Journal of International Marketing, 4/2, pp. p87-93

    Presentation 2: Int.Marketing Research

    Mid-semester break

    7 Segmentation exercise, ch. 5 & 7

    Alan Tapp, Jeff Clowes (2002). From carefree casuals to

    professional wanderers: Segmentation possibilities for footballsupporters. European Journal of Marketing, 36/ 11-12, pp. 1248 1269

    Assignment 1 dueto be submitted inyour tutorial

    Presentation 3:Segmentation

    8 Lecture 7 review questions, Chs 9 & 10

    Schuh, Arnold (2000) Global Standardization as a Success Formula forMarketing in Central Eastern Europe?Journal of World Business, 35/2,pp. 133-148

    Presentation 4: Int.Product and ServiceStrategy

    9 PEST assignment debrief; Lecture 8 review questions; ch. 8

    Erminio, Fina and Rugman, Alan M. (1996), "A Test of InternalizationTheory and Internationalization Theory: The Upjohn Company,"

    Management International Review, 36/3, pp.199-213.

    Presentation 5: MarketEntry Modes

    10 Lecture 9 review questions; ch. 12

    Moen, ystein; Endresen, Iver; Gavlen, Morten (2003) ExecutiveInsights: Use of the Internet in International Marketing: A Case Studyof Small Computer Software Firms. Journal of International Marketing,2003, 11/4, pp. 129-149

    Presentation 6: Int.Distribution Strategies

    11 Lecture 10 review questions; ch. 11

    Taylor, M. (2000)Cultural variance as a challenge to global publicrelations: A case study of the Coca-Cola scare in Europe,PublicRelations Review, 26/3, pp. 277-293

    Presentation 7: Int.MarketingCommunication

    12 Revision Revision

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    http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W5W-417WC5T-2&_user=907278&_coverDate=11%2F30%2F2000&_alid=604111465&_rdoc=33&_fmt=full&_orig=search&_cdi=6581&_sort=d&_docanchor=&view=c&_ct=70&_acct=C000047763&_version=1&_urlVersion=0&_userid=907278&md5=a079dee58cbdb444813f53750f7aef82#hit2%23hit2http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W5W-417WC5T-2&_user=907278&_coverDate=11%2F30%2F2000&_alid=604111465&_rdoc=33&_fmt=full&_orig=search&_cdi=6581&_sort=d&_docanchor=&view=c&_ct=70&_acct=C000047763&_version=1&_urlVersion=0&_userid=907278&md5=a079dee58cbdb444813f53750f7aef82#hit2%23hit2http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111
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    Resources and Reference Material

    Kotabe, M., Peloso, A., Gregory, G., Noble, G., Macarthur, W., Neal, C., Riege, A., Helsen, K.(2008). International Marketing: An Asia Pacific Focus, John Wiley and Sons: Australia.

    Assessment

    Assessment Task Individual/Group Task

    Related LearningObjective(s)

    Weighting Due Date

    Individual report Individual 1, 3 & 4 25%

    Group assignment

    Group 2, 5 & 6 25%

    Report - 15%Presentation - 10%

    Class Participation 10%

    Final Examination 1, 2, 3, 4, 5 & 6 40%

    Minimum Requirements to pass this Unit of Study:

    In order to achieve a pass in this unit of study, you must:

    Students must obtain at least 50% in the final examination to pass the subject.

    Submission of all assignments and their components are compulsory.

    Assessment Task Details:

    1. Individual PEST Assignment

    Due in your tutorial in Week 7. The assignment is worth 25% of the total marks.

    Task 1

    In Tutorial-1 you will select ONE country for PEST analysis. Two or more students CANNOT do ananalysis of the same country in each tutorial.

    Task 2

    In no more than 1500 words do a broad PEST analysis (Political, Economic, Socio-cultural, andTechnological) of your target country and then identify a specific need/want of a consumer product orservice (see definitions bellow) that satisfies that need (including a supportive argument/justification, i.e.

    identifying a target market), and a list of references. The need/want should exist now and should be justified with facts from your PEST. Make sure you familiarise yourself with the PEST assignmentmarking criteria and look into the following text for writing guidelines:

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    Summers, Jane and Smith, Brett (2006). Communication skills handbook. Milton, Qld.: John