SUBJECT OUTLINE

24220 International Marketing

Course area

UTS: Business

Delivery

Spring 2015; City

Credit points 6cp

Requisite(s)

24108 Marketing Foundations

These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Result type

Grade and marks

Subject coordinator
Iain McDonald
Phone: 02 9514 3264
Email: iain.mcdonald@uts.edu.au

Teaching staff
Iain McDonald (Lecturer)
(contact details above)
John Penn (Tutor)
Email: john.penn@uts.edu.au
Juliet Tan (Tutor)
Email: juliet.tan@uts.edu.au
For all inquires in regard to this subject please use the following guide
In most cases all the information that will you require will be available in the subject outline or on UTSOnline. If the
information is not available, then ask your tutor.
For questions of a personal nature please contact your tutor in the first instance and / or then make inquires to make
an appointment with the Subject Coordinator.
Please note that emails will only be accepted from and sent to your UTS email address and should contain your
student name and ID number in the subject.

Subject description
This subject develops an understanding of marketing influences on demand for products and services in international
environments. This involves consideration of cultural, political, legal and other environmental forces that facilitate or
hinder exchanges among diverse sellers and buyers. Students learn different strategies that could be used in an
international context to meet the needs and wants of diverse customers while concurrently enabling international
marketers to achieve their goals and objectives.

Subject objectives
Upon successful completion of this subject students should be able to:
1. implement practical solutions to complex international marketing problems
2. apply international marketing theories, frameworks and concepts to managerial decision contexts
3. apply analytical perspectives and decision tools, which underlie creative international marketing decisions.

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Contribution to the development of graduate attributes

The marketing of goods and services across cultures and in different international environments poses some unique
challenges. This subject provides an integrated managerial and strategic approach that places international issues
within a broader general marketing management context and addresses the need for international marketers not only
to understand customer needs and behaviours, but also how to use these insights to develop strategies for competing
effectively in the marketplace. Organised around a strategic marketing framework, this subject builds the knowledge
and skills to develop and implement an effective international marketing strategy. This subject develops skills linked to
the Faculty's graduate attribute that looks at developing critical thinking, creativity and analytical skills.

Teaching and learning strategies

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

Content
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.

Program
Week/Session

Dates

Description

28th July

Lecture: Introduction to International Marketing

Tutorial:
(1) Course Summary Handout (The full course outline is online)
(2) Group Project Introduction (see course outline)
(3) Case Study Format Introduction (see course outline)
Suggested Reading: Ch 1

4th August

Lecture: International Strategic Planning

Tutorial:
(1) Case Study 1
(2) Group Project Discussion (see course outline)
(3) Form Project Groups (see course outline)
Suggested Reading: Ch 9,11 & 12

11th August

Lecture: International Market Research

Tutorial:
(1) Case Study 2
(2) Discuss Group Project Headings (see course outline)

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Suggested Reading: Ch 7

18th August

Lecture: The International Political, Economic and Legal Environments

Tutorial:
(1) Case Study 3
(2) Group Project Proposal Due (see course outline)
Suggested Reading: Ch 2, 3

25th August

Lecture: The International Cultural, Social and Technological Environments

Tutorial:
(1) Case Study 4
Suggested Reading: Ch 4, 5, 6

1st September

Lecture: International Market Selection and Entry

Tutorial:
(1) Case Study 5
Suggested Reading: Ch 8,10

8th September

Lecture: International Product Development and Management

Tutorial:
(1) Case Study 6,
(2) GROUP PROGRESS REPORT DUE (see course outline for format /
content guidelines)
Suggested Reading: Ch13

15th September

Lecture: Marketing International Services

Tutorial:
(1) Case Study 7
Suggested Reading: Ch 17

22nd September

MID TERM EXAM

29th September

UNIVERSITY HOLIDAY

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10

6th October

Lecture: International Distribution Structures and Strategy

Tutorial:
(1) Case Study 8
Suggested Reading: Ch16

11

13th October

Lecture: International Logistics Management

Tutorial:
(1) Case Study 9
Suggested Reading: Ch16

12

20th October

Lecture: International Pricing Models and Management

Tutorial:
(1) Case Study 10
Suggested Reading: Ch14

13

27th October

Lecture: International Promotions

Tutorial:
(1) Group Project - Some Oral Presentations
Suggested Reading: Ch 15

14

3rd November

Lecture: Course Review

Tutorial:
(1) Group Project - Remainder Oral Presentations
(2) Group Project - Final Report Handed In
(3) Group Project Peer Evaluations - as required

TUTORIALS
Case Studies form an important part of the subject content and are examinable. They will be published each week at
'UTSOnline' and will be directly linked to the weekly lecture topic. You should read the case study before each
week's tutorial and prepare (hand written) "dot-point" answers to each of the questions.
In the tutorial, you WILL BE EXPECTED TO PARTICIPATE IN THE CLASS DISCUSSIONS and put forward and
defend your views and opinions.
Useful preparation and background reading for the tutorials can be undertaken by studying publications such as: The
Financial Times, The Wall Street Journal, Bloomberg Businessweek and The Economist for news items of interest and
relevance to international marketing and business development.

Additional information
Research sources
Students are encouraged to access the UTS Library for research. Most of the major academic journals and
publications are available at either the City or Kuring-gai campus libraries, although the more popular journals may be
in Closed Reserve. Students are strongly encouraged to use the Library's website:www.lib.uts.edu.au There is an
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online catalogue for the UTS libraries plus Interlink access to a number of other University library catalogues in NSW
and around Australia. Some other libraries have very powerful online access to various articles and publications, but
many have very limited access to material. Students should not hesitate to contact the Faculty of Business librarians to
help them identify other useful databases. Relevant journals, periodicals and publications that may assist students
with broadening their knowledge on international marketing might include:
The Financial Times
The (Asian) Wall Street Journal
The Australian (Business Section)
Bloomberg Businessweek
The Economist
European Journal of Marketing
Harvard Business Review
Sloan Management Review
International Marketing Review
International Journal of Research in Marketing
Journal of International Business Studies
Journal of International Consumer Marketing
Journal of International Global Marketing
Journal of International Management
Journal of International Marketing
Journal of Marketing
Journal of Marketing Research
AsiaWeek
International Marketing and International Business (text) books may be used in research but should not be the only or
major references used. Students should ensure that all referencing conforms to the guidelines on plagiarism.

Assessment
In addition to all the assessment information given below, guidelines, instructions and specific criteria for the
assessment will be placed on to UTSOnline at an appropriate time during the semester. It is a requirement for
each assessment items that students review this information before attempting the assessment task
Assessment task 1: International Marketing Report (Group)
Objective(s): This addresses subject learning objective(s):
1, 2 and 3
Weight:

30%

Task:

PURPOSE
The purpose of the group project is to give you some practical insights, understanding and
experience of the scope and key factors involved in evaluating and developing an international
marketing plan in a real business situation. The project requires you and your team members to find
a firm that is prepared to work with you in either helping them to develop a plan for a completely new
export initiative or in reviewing an existing one.
SCOPE
The development of an international marketing plan has been designed to give you some practical
experience in:
The identification and evaluation of real life international business opportunities (for an Australian
firm in a foreign market).
Development of the plan structures, components, and processes. Analysis and risk evaluation of
the key elements of the plan.
Formulation of strategies relating to market entry, competitive advantage, and marketing mix.
Financial evaluation, implementation, management, control, and review of the project.

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To do this, you will need to find a firm that will be prepared to work with you on this project. To do so
you should use all of your network connections to identify potential target companies. You will find
this document and the report headings to be used very useful in discussing with the firm the outline,
scope and details of what you will need to do. If you have a choice of firms to work with, then try and
choose the firm that seems to be the most willing to work with you and give you all the information
and support that you need. That will make your project much easier to undertake and complete.
It doesnt matter how big or small the firm is, but make sure that the project that you agree on is
manageable within the time frame that you have been given. So for example, try and select a single
product or service to study and not the total firm with its overall portfolio of products that may take
too long. If you choose a small to medium sized firm however, this issue of scale and size may not be
an issue because you may only be dealing with a firm that has one product/service.
It is recognised that some of the secondary data that you may like to have for the report will not be
available to you within the time frame of the course and that you may not be able to obtain some of
the primary information about the target foreign market. In such a situation, the mechanism you
should use to overcome any information difficulties like this is to make planning assumptions and
your tutor will help and assist you with this.
Note: When undertaking primary research you should first of all discuss your plans with your
tutor to make sure that they meet the Universitys standards.
MARKS
The overall mark for the project is 30%, allocated as follows:Written report 25%
Oral presentation 5%
SETTING UP YOUR GROUP
Teams of up to 5 students (minimum 3) will form project groups to undertake the analysis and
preparation of the marketing plan. In your studies so far youve probably had both good and bad
experiences with group projects, and so in setting up your group for this subject you should try and
incorporate what experiences worked well for you from previous subjects and learn from what didnt
work well in others. The obvious starting point is to form a group of people who have complementary
skills and that can work together, so you should take some time to select your group members
carefully. Next, you should establish a working charter for the group what needs to be done, by
whom, by when, to what standard and how that work is going to be reviewed and finalized. You
should also discuss and agree upon how any disagreements that may arise are going to be
resolved.
PROJECT PROPOSALS (due in tutorial 4)
Format & content:
Names + student numbers of group members + UTS EMAIL contact details. Identify group
co-ordinator
Name of firm, product/service and country where product is to be marketed + details of any contact
made at the firm
Brief explanation of the project, giving details of the product/service and the opportunity for the
international project as you see it at this stage
1 page maximum.
Also attach a timeline of planned activities, showing who is responsible and schedule of planned
group meetings.
Note also that confidential peer evaluations are due at the end of the project and that
individual marks for the project may be downgraded in accordance with these evaluations.
REPORT STANDARD and ORAL PRESENTATION
We expect the report to be written to a commercial standard that is, a document that you would
be comfortable to present to a client and that would reflect the professionalism, competency and
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be comfortable to present to a client and that would reflect the professionalism, competency and
brand of your firm (your group). An equal standard of excellence is expected for the oral
presentation.
FORMAT and CONTENT
The headings to be used are as follows and a detailed explanation of them together with the
content applicable will be placed on UTSOnline. They will also be fully discussed in tutorial 3.
1.0 EXECUTIVE SUMMARY
2.0 INTRODUCTION
2.1 The company who they are, what they do
2.2 Definition of and reason for the export opportunity
3.0 SITUATION ANALYSIS
3.1 The Company
3.2 Target Country (Area) Evaluation
3.3 Environment (PLESCT)
3.4 Key Competitors (and how they compete)
3.5 Identification of Target Market Segment(s)
3.6 Company Gap Evaluation
3.7 SWOT Analysis (for the Export Project)
4.0 BUSINESS OBJECTIVES (for the project)
4.1 Financial, Marketing, Operations and Key Personnel
5.0 MARKETING STRATEGY EVALUATION
5.1 Market Entry Strategy
5.2 Competitive Advantage and Positioning Evaluation
5.3 Marketing Mix Strategy:
5.3.1. Product/Service Specification(s)
5.3.2. Competitive Strategy
5.3.3. Distribution and Logistics
5.3.4. Pricing
5.3.5 Promotions
6.0 FINANCIAL ANALYSIS
6.1 Preparation of (3 year) P/L for the project
6.2 Explanation of revenue and key expense calculations and forecasts
7.0 PROJECT IMPLEMENTATION AND CONTROL
8.0 CONCLUSION
9.0 BIBLIOGRAPHY
10.0 APPENDICES
ANY PROJECT ISSUES ?
Time will be made available each week in the tutorials for project groups to review and discuss any
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significant issues with the tutor.

CHOOSING A FIRM
The criteria for selecting a firm are as follows:
1. An Australian-based firm considering the export of a product or service to a country where they
are not represented. This may be a firm considering export for the first time or a firm that is
already exporting but is now considering a new market opportunity, OR
2. An Australian-based firm considering the export of a new product or service to a country where
they are already represented, but the new product or service requires a significantly different
marketing strategy .... OR,
3. A multinational firm in which the product or service was designed, developed and/ or made
available in Australia, and Australia is now being used as an export base for the product or service
to new overseas markets.
4. Projects related to reverse exports can also be considered (tourism, education etc) where the
main emphasis of the marketing plan will be based on the country or region from which the
potential customers will emanate.
5. Projects with New Zealand as the export market will not be allowed because of the CER
Agreement between Australia and New Zealand.
6. For export projects to geographically large countries, eg China, India, Brazil, Russia etc,
consideration should be given to focusing on a specific region or large city.
7. Where project group members are predominantly from one country, that country cannot be used
as the market for export for the international marketing plan.
Progress Report
A Progress Report on the project is to be handed in at tutorial 7 . This is required simply to make sure
that the report and group activities associated with it are progressing as planned. The format for this
report is as follow
What information still has to be gathered? By when?
What sections of the report have been allocated to which group members?
Standard of analysis/evaluation/writing expected of group members?
Schedule of future group meetings
Any group issues? How will they be resolved?
Problems encountered, any clarification needed?
2 pages maximum
The key dates for the project are as follows:
Week 2 - Project Groups formed (max 5 people, minimum 3).
Week 4 - Project Proposal Due - to be discussed and approved by your tutor. This approval may
involve some changes to your original idea.
Week 7 - Project Progress Report Due (see format below)
Week 13 - Some Group Project Oral Presentations will be scheduled.
Week 14 - The rest of the Group Project Oral Presentations will be scheduled. and the final written
report for the Group Project will be handed in
Late Assignments
Will be penalised ten percent (10%) of the overall assignment mark, for each day they are late.
Assignments more than five days late will not be marked.
Withdrawal From The Course
Any student contemplating withdrawing from the subject at any time should immediately advise their
other group members and the tutor. Failure to do this can result in the remaining group members
being left with a potentially unbalanced and unviable project team.
Length:

There is no word limit for the project, but as a guide, reports should typically be between 25 -

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Length:

There is no word limit for the project, but as a guide, reports should typically be between 25 35 pages in length (11pt type, 1.5 spacing) - plus appendices. When you have completed the
'final draft' of the report, make sure that you undertake a final edit of the document to make
sure that it is as "concise and precise" as possible. Also make sure that you carefully
reference all the external data, information and commentary that you use in preparing the
report.
A good "rule-of-thumb" for preparing report such as this is that they should be approx' 70%
data, analysis and information and approx' 30% commentary.
A copy of a typical report will be placed online.

Due:

Final Report: In class in Week 14. Oral Presentations: In class in Weeks 13 or 14.

Assessment task 2: Mid-semester exam (Individual)

Objective(s): This addresses subject learning objective(s):
1, 2 and 3
Weight:

30%

Task:

The mid-semester exam is worth 30% of the total assessment for this subject. The exam will be for
2hrs and there will be 10 mins reading time. Details of the exam format and structure will be added to
the course web site closer to the date.

Due:

The mid-semester exam will be held during the UTS alternate teaching strategies/mid-semester
exams week.

Further
The Mid-Semester Exam is a Faculty-based assessment but is run through the central examinations
information: branch and subject to all the University exam procedures. A full guide listing the subject specific
requirements for Special Conditions, Scheduling Difficulties, Rescheduled Exams, Special
Consideration and Alternate exam procedures will be placed on UTSOnline during the semester and
students are expected to follow this guide in relation to all exam related issues.
Students who do not attend the mid-semester exam will have the weighting of that assessment
added to the final examination conditional on the students submitting, receiving approval and
complying with the requirements of special consideration in accordance with the UTS rules. If the
composite mark for the final exam is more than 65 percent, the UTS rules on borderline result (range
of 45-49) shall apply whereby students will be allowed to undertake a supplementary final
examination. Where a student completes and passes a supplementary examination, the maximum
mark awarded for the subject will be 50 Pass.
If you require more information about the correct procedures or an exam-related issue, visit the UTS
SAU (student administration unit) website (www.sau.uts.edu.au/assessment/exams/central.html) or
speak to the staff at the Faculty of Business Student Centre.
Assessment task 3: Final Exam (Individual)
Objective(s): This addresses subject learning objective(s):
1, 2 and 3
Weight:

40%

Task:

The final exam will be for 3 hrs, plus 10 minutes reading time. Details of the exam will be added to

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Task:

The final exam will be for 3 hrs, plus 10 minutes reading time. Details of the exam will be added to
the course web site closer to the date. Material for the examination will be drawn from any of the
topics covered during the semester. Dates for formal examinations are published on the UTS website.

Due:

Examination Period

Further
The final exam will cover the whole semester's work. The final examination is a centrally conducted
information: examination and subject to the strict rules of the Student Administration Unit. These rules cover how
students are assessed and what you must do in order to sit an exam. There are also processes to
help you if you want to query your results or if you need to ask for special consideration.
Examinations will be conducted under University examination conditions, and hence thoroughly
address concerns regarding secure assessment. Group assessment will be secured through a
combination of continual updating of assessment tasks across semesters, peer assessment
techniques and/or plagiarism detection software.
A full guide listing the specific requirements for Special Conditions, Scheduling Difficulties,
Rescheduled Exams, Special Consideration and Special Exam procedures will be placed on
UTSOnline during the semester and students are expected to follow this guide in relation to all exam
related issues. More information, as well as links to the relevant forms, is available on the Student
Administration Unit website

Use of plagiarism detection software

'Turnitin' will be used to evaluate and validate the content of the Group Project

Minimum requirements
Students must achieve at least 50% of the subjects total marks.

Required texts
There is NO TEXT formally allocated for this subject, however students may find the following book of use for
background reading and reference purposes whilst studying the subject:"International Marketing - An Asia Pacific Perspective"; Fletcher R; Crawford H; 6th Ed (2014), Pearson.

Academic liaison officer

Dr Maria Ossimitz, Accounting Discipline Group, telephone 9514 3069
Mr Harry Tse, Economics Discipline Group, telephone 9514 7786 or 9514 5456
Dr Otto Konstandatos, Finance Discipline Group, telephone 9514 7758
Dr Paul Wang, Marketing Discipline Group, telephone 9514 3692
Dr Katie Schlenker, Management Discipline Group, telephone 9514 5303
Any arrangements should be negotiated within the first six weeks of semester.

Support
Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services
to support different aspects of your life and learning at UTS ( www.ssu.uts.edu.au). These services include counselling
for personal and learning problems or issues. If you are experiencing difficulties with your overall study program, for
whatever reason, phone 9514 1177 (City campus) or 9514 5342 (Kuring-gai campus).
Students with disabilities or ongoing medical conditions: If you are a student who has a disability or ongoing
medical condition that requires support services you are encouraged to contact the disability support officers or
Special Needs Service (phone 9514 1177; www.ssu.uts.edu.au/sneeds/) for a confidential interview. Supporting
documentation regarding your disability or ongoing medical condition is required if you wish to apply for assessment
adjustments, including alternative assessment conditions. Each faculty has appointed academic liaison officers (ALOs)
who are responsible for approving assessment adjustments. Meeting with the disability support officers or Special
Needs Service before seeking assessment adjustments from your ALO is required.
Improve your academic and English language skills: Marks for all assessment tasks such as assignments and
examinations are given not only for what you write but also for how you write. If you would like the opportunity to
improve your academic and English language skills, make an appointment with the HELPS (Higher Education
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improve your academic and English language skills, make an appointment with the HELPS (Higher Education
Language and Presentation Support) service in Student Services.
HELPS (Higher Education Language and Presentation Support): HELPS provides assistance with English
language proficiency and academic language. Students who need to develop their written and/or spoken English
should make use of the free services offered by HELPS, including academic language workshops, vacation intensive
courses, drop-in consultations, individual appointments and Conversations@UTS (www.ssu.uts.edu.au/helps). HELPS
is located in Student Services, on level 3 building 1 at City campus and via the Student Services area at Kuring-gai
(phone 9514 2327 or 9514 2361).
Study skills / learning support: If you are experiencing difficulty with your studies or need to develop the necessary
study skills you require for your course, there is a host of useful information and websites to help you on the UTS
Business School, Teaching And Learning website. Links on how to write better, study more effectively, available
support services/staff to help, how to complete assignments; as well as tips for successful study and online study skills
resources can all be accessed
( www.uts.edu.au/current-students/current-students-information-uts-business-school-0/study-and-assessment-resources-5).
Careers Service: The UTS Careers Service aims to actively support the career development needs of all UTS
students ( www.ssu.uts.edu.au/careers/).

Statement about assessment procedures and advice

Assessment of coursework subjects
All staff and students involved in the assessment of coursework subjects at UTS are subject to the Policy for the
Assessment of Coursework Subjects. The policy is applicable to the assessment of all coursework subjects. This
policy does not apply to thesis subjects that are taken by students enrolled in research degrees, but does apply to any
coursework subjects undertaken by research degree students. It does not describe policy that relates to academic
progression through a course of study.
The policy should be read in conjunction with the Procedures for the Assessment of Coursework Subjects. Both are
available at: www.gsu.uts.edu.au/policies/assessment-coursework.html

Statement on copyright
Australian copyright law allows you as a student or researcher to copy and use limited amounts of other people's
material in your study or research without their permission and free of charge.
This applies to any sort of published or unpublished work, and includes written material, tables and compilations,
designs, drawings (including maps and plans), paintings, photographs, sculpture, craft work, films (such as feature
films, television programs, commercials and computer video games), software (such as computer programs and
databases), sound recordings, performances and broadcasts (including podcasts and vodcasts of these) and text,
including books, journals, websites, emails and other electronic messages.
It is important to remember that you can only use a limited amount for your study or research purposes and that
you need to correctly acknowledge the author and reference their material when you use it in your work.
Incorrect or improper use of copyright protected material could result in breaking Australian copyright law, for which
significant penalties apply. Incorrect or improper use of copyright protected material at UTS would result in
consideration under the UTS Student Misconduct rules.
UTS Rules and the UTS Student Charter require that students familiarise themselves and comply with UTS student
policies and procedures. The copyright information advising what you can copy and how much you can use can be
seen at: www.uts.edu.au/about/utsweb-statements/copyright-statement

Statement on plagiarism
Plagiarism is a broad term referring to the practice of appropriating someone else's ideas or work and presenting them
as your own without acknowledgment. Plagiarism is literary or intellectual theft. It can take a number of forms,
including:
copying the work of another student, whether that student is in the same class, from an earlier year of the same
course, or from another tertiary institution altogether
copying any section, no matter how brief, from a book, journal, article or other written source, without duly
acknowledging it as a quotation
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copying any map, diagram or table of figures without duly acknowledging the source
paraphrasing or otherwise using the ideas of another author without duly acknowledging the source.
Whatever the form, plagiarism is unacceptable both academically and professionally. By plagiarising you are both
stealing the work of another person and cheating by representing it as your own. Any instances of plagiarism can
therefore be expected to draw severe penalties and may be referred to the Faculty Student Conduct
Committee.
Cheating means to defraud or swindle. Students who seek to gain an advantage by unfair means such as copying
another student's work, or in any other way misleading a lecturer about their knowledge or ability or the amount of
work they have done, are guilty of cheating.
Students who condone plagiarism by allowing their work to be copied will also be subject to severe disciplinary action.
Avoiding plagiarism is one of the main reasons why the UTS Business School is insistent on the thorough and
appropriate referencing of all written work.

Statement on UTS email account

Email from the University to a student will only be sent to the student's UTS email address. Email sent from a student
to the University must be sent from the student's UTS email address. University staff will not respond to email from
any other email accounts for currently enrolled students.

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