MGMT422-09S1 (C) Semester One 2009

International Marketing

10 points

Details:
Start Date: Monday, 23 February 2009
End Date: Sunday, 28 June 2009
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 8 March 2009
  • Without academic penalty (including no fee refund): Sunday, 24 May 2009

Description

International Marketing

The objective of this course is to introduce students to some of the fundamental concepts and theories used in the area of international marketing research and to demonstrate their relevance to the practice of marketing. The course will intersect with several other areas related to international marketing such as tourism, international business, place marketing, economic geography, international studies and international trade. These various components will be explored through in-depth reading of articles and book chapters selected from the appropriate literatures.

Learning Outcomes

  • The course seeks to develop students' understanding of how to conceptualize, research and design a marketing process within particular international contexts.

    On a theoretical level international marketing strategies and concepts are discussed in relation to the analysis, execution and evaluation of international marketing programmes for places, goods and services.

    On a more practical level the aim of the course is to help students acquire the knowledge, skills and techniques to design and organize effective international marketing strategies as well as develop an understanding of content analysis as a research tool.

    The course will be a blend of theoretical and empirical material, with a significant proportion of seminar time allocated to studies of particular examples and products.

    Upon completion of this course students should be able to:
  • Appreciate the significance of place branding and marketing in an international marketing context
  • Understand the international business and political environment that affects international marketing
  • Understand the international marketing dimensions of New Zealand exports of goods and services, particularly wine, food and primary products; and education, film, health, migration and tourism services
  • Have developed research skills with respect to the undertaking of content analysis
  • Have improved independent research, critical analysis, and written communication skills

Prerequisites

Subject to approval of the Head of Department.

Timetable Note

Lectures: Monday 10:00 am - 12:00 pm Com. 340

23 February: Introduction – International marketing and international trade, dimensions and issues
2 March: Branding places: place marketing & national and local brands
9 March: The growth of sub-state branding
16 March: The brand architecture of New Zealand: Brand New Zealand and the promotion of New Zealand products
23 March: International marketing of place and services: Film - Borat vs Lord of the Rings
30 March: International marketing of place and services: Mobility – International Migration and Education
27 April: International marketing of place and services: Tourism
4 May: International marketing of place and services: Health and Medical Tourism
11 May: International marketing of place and services: International Sport and Events Marketing
18 May: Emerging issues in international marketing of place and services: Supporting ‘Clean & Green’ Brands – the case of wine and food
25 May: Content Analysis
1 June: Content Analysis

Course Coordinator / Lecturer

Michael Hall

Assessment

Assessment Due Date Percentage  Description
Research Essay 01 May 2009 40% Research Essay
Research Project 15 Jun 2009 60% Research Project


All assessment to be submitted by Blackboard.

Textbooks / Resources

There is no set textbook for this course. Readings and course content with identified essential, highly recommended and further reading will be made available online on Blackboard during the course. It is essential that students consult Blackboard each week for information with respect to readings. Students will also be expected to do their own literature research in addition to readings provided. A number of sections will use material from a new book: Coles, T.E. and Hall, C.M. (2008) International Business and Tourism. London: Routledge. (some copies will be available in the uni bookshop otherwise it can always be bought online). However, it is up to you whether you want to purchase or not.

Notes

Grading:
Grades will follow departmental policies with respect to the grading of Honours courses.

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”).

Indicative Fees

Domestic fee $429.00

* 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 .

All MGMT422 Occurrences

  • MGMT422-09S1 (C) Semester One 2009
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