| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Marketing in the International Environment |
| Unit ID: | BUMKT6922 |
| Credit Points: | 15.00 |
| Prerequisite(s): | Nil |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This course provides students with the necessary knowledge and tools to plan, develop, and implement marketing strategies for a variety markets in diverse cultural, social, political and economic situations. Focus will be on the decision making process in the areas of foreign market analysis, segmentation and position strategy and marketing mix design |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: No |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | |  | | | Advanced | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Evaluate the dynamic and complex marketing environment faced by international marketers and differentiate how it differs from a domestic marketing situation |
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| K2. | Analyse cultural differences in various global regions and appraise the effect on the marketing mix design and overall international marketing management |
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| K3. | Identify international opportunities through marketing research and develop cross-border segmentations and position strategy |
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| K4. | Examine the various methods of entering foreign markets, the degree of commitment required and associated levels of risks |
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| K5. | Assess the various techniques used by modern marketers for segmenting foreign markets in both the consumer and industrial sectors |
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| K6. | Integrate and address the challenges of planning, organising, and controlling activities associated with international marketing operations in making strategic decisions |
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| Skills: |
| S1. | Develop international marketing solutions based on thorough internal and external analysis and research and communicate in professional format(s) appropriate for a client |
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| S2. | Screen and evaluate foreign markets to determine the overall market potential |
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| S3. | Employ relevant analytical framework to facilitate the implementation and management of international marketing strategy |
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| S4. | Analyse and assess various strategic options for competing internationally, using strategic models and appropriate market research techniques |
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| Application of knowledge and skills: |
| A1. | Develop appropriate and integrated international marketing strategy by applying the marketing mix concepts in diverse international settings |
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| A2. | Apply appropriate tools, frameworks and techniques to assess market opportunities and markets size |
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| Unit Content: |
•Cultural convergence and divergence
•Global market research and country selection
•International and global marketing management tasks and decisions
•Market entry strategies
•Implementation of strategic international marketing programme and control including
•Product development adaptation and localization
•Cross-border pricing and demand estimation
•International communication and promotion
•Global distribution
•International marketing ethical issues |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K3, K4, K5, S2, S3 | Individual journal article or case study review and critique | Written report | 15-25% | | 2. | K3, K4, K6, S1, S2, S3, S4, A1, A2 | Team-based assessment task | Group written report and oral presentation | 35-45% | | 3. | K3, K4, K6, S2, S3, A1 | Individual invigilated assessment | Summative assessment or other time constrained task | 35-45% |
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