Students

MGSM815 – International Marketing

2018 – Term 4 North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Dr June Buchanan
june.buchanan@mq.edu.au
4ER 630
Wednesdays 5 - 6 pm. Other times via appointment - please email to request a time
Credit points Credit points
4
Prerequisites Prerequisites
MGSM820
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description
This unit addresses the issues which confront the domestic business when it decides to market its products (goods and/or services) in foreign countries. Studies include macro business environmental risks assessment, evaluation of market entry options and selection of the appropriate entry mode, and formulation of international marketing strategy and programs, in addition to the practical problems encountered in implementing international marketing strategies and marketing programs in foreign countries.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • Critically assess and integrate the complex array of international marketing intelligence and information to make commercial and responsible business decisions.
  • Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making marketing decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Critically analyse multinational stakeholder relationships to generate international marketing strategies that create and deliver sustainable value across global networks.
  • Examine teamwork theories and practices and reflect on its application within the collective learning environment of this unit.

General Assessment Information

Students must regularly check iLearn and their MQ student emails.

Assessment Tasks

Name Weighting Hurdle Due
International Marketing Plan 50% No Day 5 -17 November 2018
Business Ethics Case Studies 30% No Days 2, 3 and 4
Individual Reflection 20% No Day 4

International Marketing Plan

Due: Day 5 -17 November 2018
Weighting: 50%

You are required to develop a comprehensive international marketing plan (IMP) based on a specific (given) Australian advanced technology organisation. You will be briefed by a senior person of that company on the afternoon of Day 1 (22 September 2018). You will start working on various components of your IMP from Day 1 and continue to do so for Days 2, 3, 4 and part of Day 5. In addition to including CSR, ethics and sustainability factors in your IMP, you should address the issue of the self-reference criterion and it's impact when marketing internationally.

You should refer to the marking rubric on iLearn.

Length:  6000 to 8000 words

 

Format:

Comprehensively researched written report

Weighting:

25% for team written IMP; 25% individual presentation pitch to industry

Submission:

All IMPs must be submitted via Turnitin on iLearn. The written team document is due no later than 1 pm on Day 5 (17 November 2018) . 

Penalties:

No extensions will be granted unless a formal Special Consideration has been submitted and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is overdue - for example, 10% will be deducted for IMPs submitted after 1 pm on 17 November until midnight, another 10% deducted for submissions from 12.01 am 18 November until midnight, etc.
On successful completion you will be able to:
  • Critically assess and integrate the complex array of international marketing intelligence and information to make commercial and responsible business decisions.
  • Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making marketing decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Critically analyse multinational stakeholder relationships to generate international marketing strategies that create and deliver sustainable value across global networks.

Business Ethics Case Studies

Due: Days 2, 3 and 4
Weighting: 30%

Students are expected to participate in weekly class activities and to engage in team activities.

One class activity will be an analysis of an ethics business case study. Students will be required to work in teams (the size of the teams will be dependent on the number of students in each class) on this case study and they will asses via:

1) Written document (team mark) 15%

2) In-class presentation (individual mark) 15%

Submissions:

Presentation - in class, during the team's allocated day.

Written - via Turnitin, prior to the presentation day.

Penalties:

No extensions will be granted unless a Special Consideration is applied for and approved. A deduction of 10% of the total available marks will be deducted for each 24 hour period or part thereof that the submission is overdue.

 
On successful completion you will be able to:
  • Critically assess and integrate the complex array of international marketing intelligence and information to make commercial and responsible business decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Critically analyse multinational stakeholder relationships to generate international marketing strategies that create and deliver sustainable value across global networks.
  • Examine teamwork theories and practices and reflect on its application within the collective learning environment of this unit.

Individual Reflection

Due: Day 4
Weighting: 20%

 Length: 1,500 words

Format: Please refer to the marking rubric and instructions on iLearn.

This assessment task requires students to individually reflect on the Weekly Activities undertaken in teams, and to document their learning in (1) an individual reflection essay of up to 1,500 words and (2) a reflective journal. You must research, analyse and apply academic journals on teams to develop your knowledge of teamwork and support your reflections.

Submission:

The individual reflection must be submitted via Turnitin on iLearn, no later than 9 am Friday 9 November 2018. The reflection essay should be no more than 1,500 words and include your weekly reflective journal entries.

Penalties:

No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for Special Consideration is made and approved.
On successful completion you will be able to:
  • Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making marketing decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Examine teamwork theories and practices and reflect on its application within the collective learning environment of this unit.

Delivery and Resources

Required Textbook

Keegan, Warren, J.  and Mark C. Green (2016), "Global Marketing", Global Edition (9e), Pearson Education. ISBN: 9781292150765

You can purchase the e-book substantially cheaper (AUS$60) than the price of the hard copy textbook (US$123.95) from: http://www.pearson.com.au/9781292150772

Recommended Readings (Periodicals)

  • Asia Pacific International Journal of Marketing
  • Asian Wall Street Journal
  • Business America
  • Business International (and Business Asia, Europe, etc.)
  • Business Horizons
  • California Management Review
  • Columbia Journal of World Business Economist
  • European Journal of Marketing
  • European Research
  • Fortune
  • Global Trade Executive
  • Harvard Business Review
  • International Journal of Advertising
  • International Journal of Research in Marketing
  • International Trade Reporter
  • Journal of Business Research
  • Journal of International Business Studies
  • Journal of International Management
  • Journal of Marketing
  • Management International Review
  • The Economist
  • Wall Street Journal
  • http://www.collegejournal.com/countryprofiles/

Useful Websites (subject to change without notice)

                http://www.state.gov/www/about_state/business/com_guides/2001/index.html

References (optional)

Aref A Alashban; Linda A Hayes; George M Zinkhan; Anne L Balazs, International brand-name standardization/adaptation: Antecedents and consequences, Journal of International Marketing; Chicago; 2002.

Bartlett, C. and S. Ghoshal (2000) Transnational Management. Singapore, McGraw Hill Higher Education.

Buzzell, R. (1968) “Can you standardize multinational marketing?,” Harvard Business Review, Vol. 46, November-December, pp. 102-13.

Davis, Tim R.V. & Young, Robert B. (2002) International Marketing Research,

Business Horizons, May, pp. 1-9.

Douglas, S. and Wind, Y. (1987) “The myth of globalization” Columbia Journal of World Business, Vol. 22 No. 3, pp. 19-29.

Ferroaro, Gary P. (1994) The Cultural Dimension of International Business, 2nd edition, New Jersey: Prentice-Hall Inc.

Gardner, B.B., and Levy, S.J. (1955) “The product and the brand”, Harvard Business Review, Vol. 33 (March/April), pp. 33-39.

Graham, John L. & Lam, N. Mark. (2003) The Chinese Negotiation, Harvard Business Review, October, pp. 82-91.

Gupta, Vipin (2003) Cultural Dimensions and International Marketing, IIMB Management Review, September.

Hall, Edward T. (1979) “Learning the Arabs’ Silent Language,” Psychology today, pp. 45-53.

Hall & Hall, Mildred Reed (1990) Hidden Differences: Doing Business with the Japanese, New York: Doubleday Anchor Books, p. 172.

Hamel, Gary & Prahalad, C.K. (1994) Competing for the Future, Harvard Business Review, July–August.

Hofstede, Geert (1980) Culture‘s Consequences: International Difference in Work-Related Values, Beverly Hills, C.A.: Sage Publication Inc.

Jain, S. (1989), “Standardization of international marketing strategy: some research hypotheses,” Journal of Marketing, Vol. 53 No. 1, pp. 70-9.

June N P Francis; Janet P Y Lam; Jan Walls, Executive insights: The impact of linguistic differences on international brand name standardization: A comparison of English and Chinese brand names of Fortune-500 companies, Journal of International Marketing; Chicago; 2002.

Kotler, P. (1986) "Global Standardization - Courting Danger." Journal of Consumer Marketing 3(Spring): 13-15.

Kumar, V. & Nagpal, Anish (2001), Segmenting Global Markets, Marketing Research, Spring, pp. 8-13.

Levitt, Theodore, (1983) The Globalization of Markets, Harvard Business Review,

May-June (1983), pp. 92-102.

Lichung Jen, Chen-Heng Chou, Shih-Ju Wang, and Chih-Ming Wu, Standardization versus Differentiation of International Marketing Strategies: A Comparative Study of Consumer Shopping Behavior in Taiwan and US.

Medina, J.F. and Duffy, M.F., (1998) Standardization vs globalization: a new perspective of brand strategies, Journal of Product and Brand Management, 7(3), pp. 223-243.

Schmitt, Bernd H., Yigang Pan, and Nader T. Tavassoli (1994), "Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English," Journal of Consumer Research, 21 (December), 419-431.

Schütte, Helmut and Ciarlante, Deanna (1998) Consumer Behaviour in Asia, New York University Press.

Stahl, Jack, (1996) "Brand building, Coca-Cola style", Beverage World, Sep., pp. 131-133.

Rongxia, Li, "Coca-Cola Expands Market in China", http://china-window.com/edu/books/bjreview/May/96-14-15.html.

Watson, J.L. (1997) Transnationalism, Localization, and Fast Foods in East Asia. Golden Arches Eats McDonald's in East Asia, Stanford: Stanford University Press, pp 1-38.

Wind, Y. (1986) “The myth of globalization,” Journal of Consumer Marketing, 3(2),pp. 23-6.

Winram, Steve (1984) The Opportunity for World Brands, International Journal of Advertising, 3, pp. 17-26.

Zhan, G. Li and Murray, W., Branding-naming products in China: An Exploratory Study, McLaren Business School, www.sbaer.uca.edu/Research/1999/WDSI/99wds298.htm

MGSM iLearn

The web page for this unit can be found at: https://ilearn.mq.edu.au/login/MGSM

Unit Schedule

Students are required to attend all classes. The unit will be presented as follows:

Day

Topic

Textbook Chapter

Activities

1

The Importance of International Marketing; International Trade, Economic Environment; International Social and Cultural Environments; Political and Legal Environment

1 - 5

- Introduction to International Marketing

- Ice Breaker

- Formation of Teams (3 x 4; 1 x 5)

- Allocation of Ethics Business      Case Studies

- What working in teams means

- Work in teams on allocated business ethics case study

- Explanation of IMP

- IMP handouts

- Guest lecture from the high technology company explaining the ‘product’ your IMP will be based on.

 

2

International Market Research; STP; Market Entry Strategies; Product and Brand decisions

6 - 10

- Business Ethics Case Study presentation 1

- IMP Handouts

- Reflections

3

Pricing Decisions; Channels and Physical Distribution; International Communications

11 - 14

- Business Ethics Case Study presentation 2

- IMP Handouts

- Reflections

4

Competitive Advantage and CSR

16 -17

- Business Ethics Case Study presentations 3 and 4

- IMP Handouts

- Reflections

- Submit Reflective document 9 am Friday 9 November

5

Pitch to Industry

 

- Continue to work on IMPs

- Submit IMP by 1 pm Saturday 17 November

 

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Undergraduate students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central).

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/study/getting-started/student-conduct​

Results

Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.

Student Services and Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

Student Enquiries

For all student enquiries, visit Student Connect at ask.mq.edu.au

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Graduate Capabilities

PG - Discipline Knowledge and Skills

Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.

This graduate capability is supported by:

Learning outcomes

  • Critically assess and integrate the complex array of international marketing intelligence and information to make commercial and responsible business decisions.
  • Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making marketing decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Critically analyse multinational stakeholder relationships to generate international marketing strategies that create and deliver sustainable value across global networks.
  • Examine teamwork theories and practices and reflect on its application within the collective learning environment of this unit.

Assessment tasks

  • International Marketing Plan
  • Business Ethics Case Studies

PG - Research and Problem Solving Capability

Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.

This graduate capability is supported by:

Learning outcomes

  • Critically assess and integrate the complex array of international marketing intelligence and information to make commercial and responsible business decisions.
  • Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making marketing decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Critically analyse multinational stakeholder relationships to generate international marketing strategies that create and deliver sustainable value across global networks.
  • Examine teamwork theories and practices and reflect on its application within the collective learning environment of this unit.

Assessment tasks

  • International Marketing Plan
  • Business Ethics Case Studies
  • Individual Reflection

PG - Engaged and Responsible, Active and Ethical Citizens

Our postgraduates will be ethically aware and capable of confident transformative action in relation to their professional responsibilities and the wider community. They will have a sense of connectedness with others and country and have a sense of mutual obligation. They will be able to appreciate the impact of their professional roles for social justice and inclusion related to national and global issues

This graduate capability is supported by:

Learning outcomes

  • Critically assess and integrate the complex array of international marketing intelligence and information to make commercial and responsible business decisions.
  • Synthesise and respond appropriately to the different cultural, socio-economic, political and legal mindsets and recognise one’s own cultural bias when making marketing decisions.
  • Critically assess the complex cultural, ethical, social & environmental factors globally, and isolate potential self-referencing influences that impact on the organisation, for more responsible international business decision-making and management practice.
  • Critically analyse multinational stakeholder relationships to generate international marketing strategies that create and deliver sustainable value across global networks.
  • Examine teamwork theories and practices and reflect on its application within the collective learning environment of this unit.

Assessment tasks

  • International Marketing Plan
  • Business Ethics Case Studies
  • Individual Reflection

Changes from Previous Offering

New lecturer, New learning outcome added,  Assessments updated.

Alignment with MGSM’s mission-driven attributes

Leadership: Develops skills required of business leaders with respect to the synthesis of a wide array of international business related information in order to make well-informed and robust strategic decision.

Global mindset: Assessment of the implications of strategic decisions from not just a whole of entity perspective, but also from the home and host countries’ perspective, across a wide spectrum of stakeholders

Citizenship: Application of a true and fair view approach to appreciating and reporting where discretion exists related to international business policies and strategies

Creating sustainable value: Promotes a forward-looking perspective on the impact of decisions on the international business position and performance of the entity