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This course examines the marketing of products outside a manufacturer’s home country. Particular emphasis is given to strategic issues in international marketing. A series of cases is used to illustrate the concepts being presented.
This course offers an intensive introduction to the theory and practice of international marketing, offering an advanced, integrative view. The course will focus on environments that international marketers must consider, linkages between marketing and development of international competitive strategies, design and execution of international marketing programmes, and organisation and coordination of international marketing operations. The course will evaluate global issues and concepts that confront today's international marketers at all levels of international involvement. A term-long class project is used to explore the different dimensions of the problems and opportunties facing the firm participating in the international market and the manager participating in international marketing.
The course will enable students to:1. Acquire an understanding of how international marketing differs from domestic marketing.2. Acquire an understanding of the economic, cultural, social, political, and legal environments of different countries and political/economic regions and an awareness of how they affect marketing. 3. Appreciate the risks involved in international marketing decisions. 4. Learn about information sources and acquire a degree of competence in researching and evaluating international markets. 5. Create strategies to maximise competitive advantage.6. Recognize opportunities and learn about appropriate market-entry strategies. 7. Develop skills in designing marketing mix strategies for an international marketing programme.8. Have improved independent research, critical analysis, and written communication skills.
(1) ACIS102 or ACIS103 or AFIS 121 or AFIS 122 or AFIS 188 or AFIS 102 or AFIS 103; (2) MGMT204; (3) (MGMT210 and MGMT212) or MGMT 202
BSAD316
Michael Hall
Group Project consisting of Country notebook 15%, Marketing plan 25%, one page individual critical evaluation of plan 20% Detailed information on assessment will also be available on Blackboard.
Kotabe, Masaaki; International marketing : an Asia Pacific focus ; John Wiley, 2005.
It is essential that students consult Blackboard each week for information with respect to the course including potential further readings. Students will also be expected to do their own literature research in addition to readings provided. In addition to lectures use will also be made of web based information.
Library portal
Teaching Methods• Classes will be conducted in lecture format. • Class and group participation are expected• Students will combine text and other supplemental readings with independent research and personal experiences to enhance the learning process • Students will develop and report on a team project, which will include a country notebook, marketing plan and an individual critical evaluation of the plan. (see below for specific information on the project).Individual Essay• Further information on the individual essay on an aspect of the environment for international marketing will be provided in class and on blackboard.Projects• Students working in groups will be asked to prepare a country notebook and write an international marketing plan for a product in a country assigned to the group. Students are expected to use the outlines provided for this purpose.• The product the group chooses should NOT be available in the respective country, but the company can be present there with other brands in product categories other than that of the project brand. • This undertaking will necessitate extensive knowledge of regional and local culture and customs, economic threats and opportunities that would potentially face the company in the assigned country, as well as other relevant issues that may impact on the launching decision.• Students will present their country notebook and marketing plan to the rest of the class during the last two weeks of the semester.GradingConsistent with Departmental academic policies.Group Work• Group work is always a challenge!• To minimise any potential problems, a number of procedures have been developed:o You may pick your own group members.o You are asked to see Chris if problems arise. This will allow me to talk to those members of the group who are not carrying their fair share.o Every group member will be asked to assess the performance of all members of their group.o The Marketing Plan project has both an individual component and a group component. In other words, you will be given a mark for your portion of the project and a mark for the overall quality of the project.Departmental Academic Policies If you want a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 372 of the Enrolment Handbook 2009 (also in UC Calendar under “General Course and Examination Regulations”).The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the University.Coversheets - Group and Individual
Domestic fee $1,054.00
International fee $4,433.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .