Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Dr June Buchanan
Contact via Email
Thursdays 5 – 6 pm or by appointment
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
MKTG696 or ICOM892
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
As geographical and cultural barriers diminish, increasing opportunities appear for companies to market and sell their products internationally. International marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives.
In this unit, students will apply international marketing theories and concepts to solve international marketing problems ethically and responsibly. Students will develop insights into team dynamics and working in teams with people from different cultures. Students will critically analyse and apply international marketing theories and concepts to develop an international marketing plan.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Hurdle | Due |
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Weekly Activities | 30% | No | Weeks 3 - 10 inclusive |
Individual Reflection | 20% | No | Friday Week 7 |
International Marketing Plan | 50% | No | Friday Week 13 |
Due: Weeks 3 - 10 inclusive
Weighting: 30%
Assessment summary – International Marketing Activities (30%)
Task description
To analyse the case studies you are required to engage in research and identify various aspects of marketing internationally. Emphasis on international marketing frameworks, concepts and theories is expected. You must apply your knowledge of international marketing and ethics and recognise the challenges and opportunities of a situation, make the right decision and judgement, and prioritise justifiable strategies in your written and discussion components of this assessment. At the conclusion of this assignment you must demonstrate your knowledge of ethical and sustainable strategic marketing decisions in international business.
Due date
Varied (When due from Week 3 to Week 10 (as directed))
Link to learning outcome
1, 2
Type of collaboration
Individual
Submission
Required assessments: Please submit via Turnitin link in iLearn.
Format
Please refer to the iLearn Unit Page
Length
Written: 500 words +/-10%. Duration of class discussion: 40 - 60 minutes. Varied depending on assessment type.
More information and supplementary documents will be located on iLearn and discussed in class. Marking criteria will be on iLearn.
No extensions will be granted. Late submission is subject to penalty. This penalty does not apply when a Special Consideration application has been made and approved.
Students must regularly check iLearn and their MQ student emails.
Due: Friday Week 7
Weighting: 20%
Assessment summary – Reflective Essay (20%)
Task description
In this assignment you are required to reflect on the discussion your team has about international marketing planning, supported by academic literature. On teams you need to explain the dynamics of how your team worked on different tasks and how the team overcame the challenges and conflicts. At the conclusion of this assignment you must demonstrate your advance knowledge of, and insights into, working in teams and successfully complete the final task (your Reflective Essay and your IMP).
Link to learning outcome
1, 3
Type of collaboration
Individual
Submission
Please submit via Turnitin link in iLearn
Format
Please refer to the iLearn Unit Page
Length
1500 words+/-10%
More information and supplementary documents will be located on iLearn and discussed in class. Marking criteria will be on iLearn.
No extensions will be granted. Late submission is subject to penalty. This penalty does not apply when a Special Consideration application has been made and approved.
Students must regularly check iLearn and their MQ student emails.
Due: Friday Week 13
Weighting: 50%
Assessment summary – International Marketing Plan – IMP - (50%) (Team Written 25%; Individual Presentation 25%)
Task description
This assignment is a live case and you are required to set some achievable objectives for the company you have been assigned to. The assigned company specialises in artificial intelligence (AI). AI is increasingly influencing marketing internationally. You will have some interaction with senior management during the development, and at the end, of your IMP. You must research and deploy your knowledge of international marketing and identify all necessary steps in designing a marketing plan. You must carefully design a marketing plan that helps the firm to achieve the objectives you have identified in an ethical and sustainable manner. At the conclusion of this assignment you must demonstrate your ability to design an international marketing plan (IMP).
Due date
Written document Friday Week 13, Individual presentations during Weeks 11 and 12.
Link to learning outcome
1, 2, 3
Type of collaboration
Team (written – 25%) and Individual (presentation – 25%)
Submission
Please submit via Turnitin link in iLearn
Format
Please refer to the iLearn Unit Page
Length
Team written document: 1,500 words per student. So, for example, 5 team members – 1,500 x 5 = 7,500 words. 4 team members – 1,500 x 4 = 6,000 words. The overall range will be 6000 - 8000 words +/-10%.
Individual presentation time: Maximum 7 minutes. You will be asked to stop once you reach 7 minutes.
More information and supplementary documents will be located on iLearn and discussed in class. Marking criteria will be on iLearn.
No extensions will be granted for the presentations. Late submission is subject to penalty. This penalty does not apply when a Special Consideration application has been made and approved.
Students must regularly check iLearn and their MQ student emails.
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
CLASSES
This unit is run as a seminar. Team work in class is an important focus. This Unit will incorporate interactive learning activities.
The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
ABSENCE IN LECTURES AND TUTORIALS
Attendance will be taken in the seminar. You should strive to attend each class.
If you have a recurring problem that makes you late, or forces you to leave early, have the courtesy to discuss this with your lecturer, as this will not normally be allowed as it interrupts the class.
Mobile phones must be turned OFF and not simply set to SILENT during class.
TECHNOLOGY USED AND REQUIRED
No recording devices are to be used by students to record lecture notes without the permission of the lecturer.
The web page for this unit can be found at: iLearn http://ilearn.mq.edu.au
REQUIRED UNIT MATERIALS AND/OR RECOMMENDED READING
In addition to the prescribed textbook, the unit is developed on current research and practice in International marketing.
Recomended Journals
• Journal of International Marketing
• International Journal of Research in Marketing
• Journal of Consumer Research
• Journal of Consumer Behaviour
• Journal of International Consumer Marketing
• European Journal of Marketing
• Journal of Services Research
• Journal of Marketing
• Journal of Brand Management
• International Marketing Review
• International Journal of Research in Marketing
Related Recommended Materials
For some topics your lecturer can give you references to extra reading material.
Global context of the unit: The unit itself is based on an international perspective. Each week students will learn how global businesses operate and how they can successfully be operated. In addition, the assessment tasks outlined for this unit will develop students knowledge about current international marketing issues.
Sustainability context: The understanding of sustainability, ethics and social responsibility within an international context will be included in lectures and applied in the marketing plan assessments.
WHAT IS REQUIRED TO COMPLETE THE UNIT SATISFACTORY
Students are expected to complete all assessment tasks for this subject. Successful completion of this unit requires the student to achieve an overall mark of at least 50%.
Week | Lecture Topic | Textbook Chapter | Additional Activities |
1 | Introduction to International Marketing | 1 |
Ice Breaker Formation of Teams (for Team Reflection assessment and for weekly activities) List of International Marketing Case Studies What working in Teams means
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2 |
The Global Economic and Trade Environment
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2 & 3 |
First IMP handout working in teams. Draft Reflective Task 1 |
3 |
Research Librarian Presentation Social and Cultural Environments |
4 |
Case Study method - explanation and discussion Draft Reflective Task 2 |
4 | Political and Legal Environment | 5 |
Weekly Activity Draft Reflective Task 3 |
5 |
Segmentation, Targeting and Positioning (STP) |
7 |
Weekly Activity Draft Reflection Task 4 |
6 |
Global Market Entry Strategies |
9 |
Weekly Activity Draft Reflection Task 5 |
7 | Brand and Product Decisions in Global Marketing | 10 |
Weekly Activity Final Submission of Reflection Task |
Recess | You should ensure that you are up to date with the handouts for your IMP. You should have developed at least a draft for your IMP from the handouts provided to you thus far. | ||
8 | Pricing Decisions | 11 |
Weekly Activity |
9 |
Global Marketing Channels and Physical Distribution |
12
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Weekly Activity
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10 |
International Communications
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13 & 14 |
Weekly Activity
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11 | Pitch to industry |
IMP Individual Presentations |
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12 | Pitch to industry |
IMP Individual Presentations |
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13 | The Future of International Marketing | International Marketing Plans due no later than 5 pm on the Friday of Week 13. |
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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:
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:
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:
This unit draws on extensive research. Conducting research independently both individually and as a team, is essential in order to successfully pass this Unit.
Issues of ethics, sustainability and corporate social responsibility are integrated in the lectures and must be given consideration in your international marketing plan. In addition, weekly tasks incorporate ethics in the international marketing case studies.
International marketing creates students' awareness of marketing in an international context. This includes the many diversified aspects, including contemporary challenges facing businesses, that need to be considered when marketing internationally.