International Marketing

Learning Outcomes

• Upon successful completion of this course, it is expected that students will be able:
  
• Acquire an understanding of how international marketing differs from domestic marketing.
  
• 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.
  
• Identify and analyse the influence and impacts of the international marketing environment on strategic and tactical decision-making.
  
• Understand the methods for determining which overseas markets to target with respect to internationalisation strategies and different modes of market entry.
  
• Identify and evaluate opportunities for international market development in order to maximise competitive advantage.
  
• Research and design a market entry strategy for a selected international market opportunity as part of the preparation of an international marketing programme.
  
  BCom Learning Goals:
  A BCom graduate will have the following attributes and abilities:
  Attribute 1: Critically competent in Marketing
  Demonstrate advanced knowledge and understanding of and be able to critically evaluate and apply this knowledge to, key topics and issues related to Marketing.
  
• The group assignment and exam provide opportunities to demonstrate advanced knowledge and understanding of international marketing policies, processes and practices as well as the application of analytical thinking and problem-solving skills to addressing subject-related problems. These are assessed in the group assignment, individual assignment, and final exam.  
  Attribute 2: Employable, innovative and enterprising
  Obtain key skills and attributes sought by employers within the fields of Business, Marketing and Management such as analytical skills, problem solving skills, communication skills, and ability to work in a team.
  
• Students are able to use analytical thinking and problem-solving skills to address problems related to international marketing practices and processes and market entry planning. These are assessed in the group assignment, individual assignment, and final exam.  Students also have an opportunity through required reading and assignments to develop an understanding of specific countries and regions and their market characteristics, particularly in the Asia-Pacific. The group assignment will also provide opportunities to develop communication skills, systematic analysis and problem-solving skills, and to work in a team to accomplish the goals of a project.
  Attribute 3: Biculturally competent and confident
  Demonstrate awareness and understanding of the nature of biculturalism in Aotearoa New Zealand, and its relevance to the field of Marketing.
  
• Not covered specifically in this course although the significance of cultural sensitivity in international marketing is noted.
  Attribute 4: Engaged in the business and / or community
  Graduates demonstrate an understanding of the thinking, norms and practices that underpin the management and use of marketing in internationally focused organisations, and reflect on their own performance and experience within that community.
  
• Students have an opportunity to acquire an appreciation of the strategies and practices that underpin international marketing in firms, NGOs and the public sector. These are assessed in the group assignment, individual assignment, and final exam.
  Attribute 5: Globally aware
  Graduates understand the influence of global conditions on marketing and to be competent in engaging with international and multi-cultural contexts.
  
• Being globally aware is integral to the course. Awareness is developed through a range of different media, including lectures, readings, and video, as well as via group and individual learning processes in which the business and cultural mores of other countries are encountered and their implications for marketing and business practice discussed and reflected upon. These are assessed in the group assignment, individual assignment, and final exam.

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attributes specified below:

	Critically competent in a core academic discipline of their award Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
	Employable, innovative and enterprising Students will develop key skills and attributes sought by employers that can be used in a range of applications.
	Biculturally competent and confident Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
	Engaged with the community Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.
	Globally aware Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.

Prerequisites

Restrictions

For further information see Management, Marketing and Tourism .