24220 International Marketing

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Undergraduate

Result type: Grade and marks

Requisite(s): 24108 Marketing Foundations OR 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

This subject focuses in the first instance on the issues relating to the ways in which firms consider the business opportunities for developing international marketing operations and then secondly, how those plans need to be evaluated, researched, developed and then implemented and managed. Key topics include international market planning and evaluation, target market(s) research, evaluation of competitive advantage, positioning and strategy considerations and then marketing plan development, implementation and management as well as consideration of how such plans need to be integrated within the firm.

All of this involves significant consideration of cultural, political, legal and other environmental factors that can facilitate or limit exchanges among, what can be, very diverse sellers and buyers. Students learn different strategies that can be used in an international context to meet the different needs and wants of customers, while at the same time enabling international marketers to achieve their business goals and objectives.

The emphasis in this subject is upon developing critical thinking in relation to international marketing opportunities and the use of marketing related tools to 'solve' those opportunities in a commercial environment.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	implement practical solutions to complex international marketing problems
2.	apply marketing theories, frameworks and concepts to managerial decision contexts
3.	apply analytical perspectives and decision tools, which underlie creative international marketing decisions

Contribution to the development of graduate attributes

International Marketing identifies the key theories and frameworks associated with the successful practice of international marketing.

This subject develops the students marketing oriented decision making skills that link to the faculty’s graduate attributes that look at applying intellectual rigour, creative and analytical thinking by performing a group International marketing plan for a live company considering export to an international country market. Students will develop practitioner recommendations that they would experience in a real-world situation.

Mini case studies are presented and analysed by students in tutorial classes and refreshed each session to give students the most current theories and practice in International marketing.

The lectures and tutorials will link and build on students previous marketing knowledge with active discussion on key International marketing concepts and issues that would be encountered by marketing practitioners.

International marketing contributes to the development of the following graduate attributes:

Intellectual rigour and innovative problem solving
Communication and collaboration
Professional and technical competence

Teaching and learning strategies

The subject is built upon integrated lecture and tutorial sessions. The lectures involve the discussion of important theoretical and practical aspects of considering, developing and implementing international marketing plans, whilst the tutorials involve in-class exercises, case study discussions and presentations focused on business and market related situations. The lectures and tutorials are both supplemented with printed and soft copy learning materials and resources. The UTS Learning Management System will be used to share and encourage interaction between staff and students. Students will also use relevant computer software such as spreadsheets, power point slides and word processing to complete the assigned tasks.

The course has been structured so that the tutorials follow on from the lectures and so students in the tutorials will be able to get some practical and ‘hands-on’ experience of the important issues covered in the lectures through the case studies provided and the associated class discussions and presentations. Lectures will be delivered primarily in a ‘presentation’ style but also with specific interactive components and sections such as class discussion and question and answer activities. In the tutorials, students will be expected to read a case study in advance (made available the previous week) and then attend the tutorial prepared to review, discuss and debate the specific questions asked (which are part of the case study). The tutorials will also be used on a weekly basis to discuss and review the status and planning for each stage of their group marketing plan. Each week, students will be required to prepare, present and respond to class questions about important aspects of their project as well as the overall (group) management of group activities. This ensures that students in the tutorial (as well as in the various groups) have an opportunity to review and discuss any specific issues that they have as well as receiving peer comment and observation about their thoughts, ideas and insights.

The tutorial emphasis is thus on class participation and discussion.

A series of online articles and videos will also be made available to students to supplement their insights and learning about the subject as well as a series of reference text books that they can consult as needed.

To ensure students gain a context to their learning in the subject as well as a current appreciation of contemporary international marketing issues and situations, students are required to read business media (lists provided) outside of each class so that students can gain an insight and appreciation of international marketing ‘problems and solutions’.

Student feedback will occur on a weekly and periodic basis as set out below:-

Class discussion topics – feedback from tutor and other students
Weekly marketing project status reports – feedback from tutor and other students
Weekly tutorial case studies – feedback from tutor and other students
Marketing plan proposal – week 3 feedback from tutor
Final marketing plan – oral / written feedback from tutor
Final marketing plan oral presentation – oral / written feedback from tutor
Various tutorial tests – oral / written feedback from tutor
Final exam – final subject results / oral discussion as required

Content (topics)

The subject addresses the following topics:

Strategic marketing decisions about internationalisation
Strategic marketing decisions about global and international markets
International market entry strategies
Designing global marketing programs
Implementing and coordinating global marketing programs
Providing international marketing leadership.

Assessment

Assessment task 1: Project (Group)

Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	30%
Length:	The word doc report should be a minimum of 25 to 35 pages plus (i.e. excluding) references and appendices. When you have completed the final draft report, make sure that you undertake a final edit of your group project. Also, make sure that you carefully reference all the external data, information, and arguments that you have used/made in preparing the report.
Criteria:	Assignments will be assessed on the following criteria: Relevance and scope of secondary data analysis Relevance and scope of primary research Application of appropriate marketing theory/models Clarity of financial assessment Coherence and quality of report presentation

Assessment task 2: �In-Class� Assessments (Individual)*

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight:

30%

Criteria:

Student performance will be assessed on the following criteria:

Understanding of content covered in lectures and tutorial
Interpretation of context of questions
Application of theory to answers

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Assessment task 3: Final Exam (Individual)

Objective(s):

This addresses subject learning objective(s):

1, 2 and 3

Weight:

40%

Criteria:

Student performance will be assessed on the following criteria:

Understanding of content covered in lectures and tutorials
Accurancy of information presented
Correct identification of important issues
Persuasiveness of argument/s
Clarity of writing, structures and grammar

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

The required textbook for this subject is "International Marketing: An Asia Pacific Perspective" by Richard FLETCHER and Heather CRAWFORD (2017, 7th Ed), Pearson.

Note: The 'suggested reading' listed in the subject outline is based on the chapters in this book. The e-book and the hard copy versions of this textbook are available at: http://pearson.com.au/9781488611179