24738 International and Cross-Cultural 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 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making)) AND ( 24710 Customer Experience and Behaviour )
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Description

The marketing of goods and services across borders and cultures poses some unique challenges. This subject provides an integrated managerial and strategic approach that places issues pertaining to the differences, complexities and dynamics of marketing in international and cross-cultural contexts and addresses the need for marketers not only to understand customer needs and behaviours but also how to use these insights to develop sustainable strategies. Organised around a strategic marketing framework, this subject develops advanced knowledge and practical competencies to formulate and implement effective international and cross-cultural marketing strategies.

Subject learning objectives (SLOs)

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

1.	Critically analyse the environment of international marketing with respect to the differences, complexities, and dynamics of international markets
2.	Effectively implement insights from international environmental analysis into formulating marketing strategies
3.	Effectively communicate with stakeholders across cultures
4.	Collaborate as a team to develop useful and culturally appropriate marketing insights

Contribution to the development of graduate attributes

This subject focuses on developing an understanding of the opportunities and issues uniquely associated with the marketing of products across cultures and in different international environments.

The subject contributes to the development of the following graduate attributes:

Intellectual rigour and innovative problem solving
Communication and collaboration
Social responsibility and cultural awareness

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (i.e. tutorials). The lectures involve critical debate and in-depth case deliberations; and the workshops are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content (topics)

The environment of international marketing
International market entry
Marketing mix decisions in international markets
Marketing across cultures
Ethics and sustainability in international and cross-cultural marketing

Assessment

Assessment task 1: International marketing environmental analysis (Group)

Intent:	Part 1: Project Proposal (5%) Part 2: Environmental Analysis Report (25%)
Objective(s):	This addresses subject learning objective(s): 1 and 4
Weight:	30%
Criteria:	Part 1: Appropriate application of theory in the selection of target market & brand Clarity and quality of writing Part 2: Nuanced application of international marketing theory Level and depth of the critical evaluation and analysis Effectiveness of teamwork and collaboration Clarity and quality of writing

Assessment task 2: Creative strategy (Individual)

Intent:	Part 1: Creative Brief Pitch (30%) Part 2: Creative Strategy Report (40%)
Objective(s):	This addresses subject learning objective(s): 1, 2 and 3
Weight:	70%
Criteria:	Part 1: Accurate analysis of target international market and associated cultural differences and sensitivity Level and depth of insight Clarity, comprehensiveness and persuasiveness of pitch Part 2: Accurate analysis of the target international market and associated cultural differences and sensitivity Depth of insight Appropriate justification of choices in the creation of advertisement Feasibility of recommendations Clarity of expression and visual appeal

Minimum requirements

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

Recommended texts

The recommended text for the international marketing-related modules of this subject (first 8 weeks):

International Marketing, An Asia Pacific Perspective; Fletcher R, Crawford H, 7th Edition, Pearson.

Note: The suggested reading lists in the course outline are based on the chapters in this textbook. The electronic version of the text is available to you at the UTS Library. You can access the Ebook through the Reading List on the Canvas site of the subject.

The recommended readings for the Weeks 9, 10 and 11 will be announced on Canvas.