BMA785

INTERNATIONAL MARKETING

Semester 2, 2012

Teaching Team:

Ms Linda Hall

CRICOS Provider Code: 00586B

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Contact Details

Unit Coordinator: Ms Linda Hall

Campus: Hobart

Room Number: 311

Email: Linda.Hall@utas.edu.au

Phone: 03 6226 2823

Fax: 03 6226 2170

Consultation Time: TBC

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Contents

Contact Details ……………………………………………………………………………………………………………………… Page 2

Unit Description ……………………………………………………………………………………………………………………. Page 4

Intended Learning Outcomes and Generic Graduate Attributes.…………………………………………… Page 5

Learning Expectations and Teaching Strategies Approach …………………….………………………………. Page 6

Learning Resources ……………………………………………………………………………………………………………….. Page 6

Details of Teaching Arrangements ………………………………………………………………………………………… Page 8

Assessment …………………………………………………………………………………………………………………………… Page 8

Submission of Coursework ……………………………………………………………………………………………………. Page 14

Academic Misconduct and Plagiarism ………………………………………………………………………………….. Page 15

Tutorial Program ………………………………………………………………………………………………………………….. Page 16

Study Schedule …………………………………………………………………………………………………………………… Page 19

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Unit Description

International Marketing focuses on the challenges as well as opportunities of marketing new and existing products in the global marketplace. Marketing techniques employed in the home country may also be applied internationally, but they need to be modified in order to fit the specific needs of international business. Accordingly, allowance has to be made for the different cultural, economic, technological, political and legal environments in each country, and the impact these factors will have on the marketing process, ranging from marketing research to promotional campaigns. The understanding of cross-cultural diversity is important in this respect.

This unit has been structured to follow the marketing activities of a business from the original decision to internationalise through to the planning and implementation stages of marketing internationally. In this unit, the various marketing concepts, such as product development, distribution networks, pricing and promotional methods, are taken into consideration from a cross-cultural perspective. Key variations from home-country marketing are highlighted, and strategies that an international marketer can adopt are examined.

The primary objective of this unit is to enable you to face successfully the challenges and exploit the

opportunities of marketing in the increasingly complex global marketplace.

Pre-Requisite/Co-Requisite Unit(s)

BMA584 Marketing Management.

Enrolment in the Unit

Unless there are exceptional circumstances, students should not enrol in BMA units after the end of

week two of semester, as the School of Management cannot guarantee that:

any extra assistance will be provided by the teaching team in respect of work covered in the

period prior to enrolment; and

penalties will not be applied for late submission of any piece or pieces of assessment that

were due during this period.

Enrolment in Tutorials and Workshops

Students will be able to enrol in tutorials electronically through MyLO. Tutorial enrolments will be

open until the end of the first week of semester (Friday 20th July 2012). Students who have not

enrolled in a tutorial by this time will be allocated a tutorial by the unit coordinator. Variations in

tutorial enrolments will not be permitted after this time.

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Intended Learning Outcomes and Generic Graduate Attributes

Learning

Outcomes

Assessment Criteria: In assessing this learning outcome I will be looking at student ability to –

Assessment Methods

Graduate Attribute Outcomes

Knowledge of the

international marketing

theories presented in the

unit

Explain international marketing theories and concepts Peer Evaluation and

Exam Peer Evaluations Knowledge – Basic, broad subject knowledge specific to discipline of study. Global Perspective - The ability to use business knowledge and theories to evaluate decision making in the global environment and incorporate its influence in work practices and decisions. Communication skills – The ability to engage in persuasive, succinct oral and written discussion to communicate and defend a position held.

Individual Essay and Exam

Knowledge - The ability to transfer knowledge to complex and uncertain business situations; Extensive functioning knowledge in the specific discipline and its application to the business environment.

Communication skills – The ability to engage in persuasive, succinct written discussion to communicate and defend a position held; Written communication skills to create clear and detailed analyses and non biased recommendations for business.

Problem-solving skills – The ability to apply logical, critical and creative thinking to complex business related problems; A critical grasp of integrated and different theoretical frameworks and practices and the ability to apply them to problem resolution in a business context; The ability to locate, analyse, evaluate and effectively use information from a range of media and in a number of different formats.

Global perspective – The ability to use business knowledge and theories to

evaluate decision making in the global environment and incorporate its

influence in work practices and decisions.

Explain how international marketing theories can be applied to identify

and address business problems

Peer Evaluation and

Exam

Conduct independent

research on an

international market to

identify and assess

international marketing

opportunities

Conduct independent research on a selected international market in

regard to a specific industry

Individual Essay

Display an understanding of the implications of specific market

conditions on the entry mode, target market, positioning and marketing

mix decisions of small business

Individual Essay

Critical evaluation of how

fundamental marketing

theories and practices may

be challenged when

conducting business within

the international arena,

and recommendation of

solutions

Display an understanding of how traditional marketing theories and

practices can be challenged by international environments

Peer Evaluation,

Individual Essay and

Exam

Discuss the implications of specific market conditions on the

development of international marketing strategy

Peer Evaluation,

individual Essay and

Exam

Communicate international

marketing theory, analysis

and recommendations

Write clearly using the lexicon/language of marketing Individual Essay and

Exam

Communicate in report, case analysis and essay format Individual Essay and

Exam

Communicate understanding of international marketing theory in oral

form

Peer Evaluation –

Presentation

component

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Learning Expectations and Teaching Strategies/Approach

Expectations

The University is committed to a high standard of professional conduct in all activities, and holds its

commitment and responsibilities to its students as being of paramount importance. Likewise, it

holds expectations about the responsibilities students have as they pursue their studies within the

special environment the University offers. The University’s Code of Conduct for Teaching and

Learning states:

Students are expected to participate actively and positively in the teaching/learning

environment. They must attend classes when and as required, strive to maintain steady

progress within the subject or unit framework, comply with workload expectations, and

submit required work on time.

Occupational Health and Safety (OH&S) The University is committed to providing a safe and secure teaching and learning environment. In addition to specific requirements of this unit you should refer to the University’s policy at: http://www.admin.utas.edu.au/hr/ohs/pol_proc/ohs.pdf.

Learning Resources

Prescribed Text

Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson

education Australia, Frenchs Forest, NSW.

Recommended Texts Below is a list of recommended texts that you may find useful in the course of this unit.

Albaum, G, Duerr, E, & Strandskov, J 2008, International marketing and export management (6th ed.),

Prentice Hall, UK.

Bradley, F 2005, International marketing strategy (5th ed.), Prentice Hall, UK.

Cateora, PR & Graham, JL 2007, International marketing (13th ed.), McGraw-Hill Irwin, New

York.

Czinkota, MR, & Ronkainen, IA 2008, International marketing (Asia Pacific ed.), Thomson

Learning, Australia.

Czinkota, MR, & Ronkainen, IA 2009, Fundamentals of International business, John Wiley & Sons,

Australia

Friedman, T L 2007, The world is flat: a brief history of the 21st Century, Farrar, Straus & Giroux, New

York.

Ghauri, P & Cateora, P 2006, International marketing (2nd ed.), McGraw-Hill, Berkshire, UK.

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Hollensen, S 2004, Global marketing: A decision-oriented approach, Prentice Hall, Harlow, England.

Johansson, JK 2006, Global marketing: Foreign entry, local marketing, & global management (4th ed.),

Irwin McGraw-Hill, Boston.

Keegan, WJ, & Green, MA 2008, Global marketing (5th ed), Pearson, USA.

Kotabe, M, Ang, SH, Griffiths, K, Marshall, A, Voola, R, & Helsen, K 2011, International Marketing:

Third Asia-Pacific Edition, Wiley, Australia.

Muhlbacher, H, Leihs, H & Dahringer, L 2006, International marketing: A global perspective (3rd

ed.), Thomson, London, UK.

Stiglitz, J 2006, Making globalisation work, W.W. Norton & Co, New York.

Usunier, J & Lee, JA 2005, Marketing across cultures (4th ed.), Prentice-Hall, UK.

Journals and Periodicals Apart from textbooks, it is useful to get into the habit of readings articles from relevant journals and periodicals (including newspapers and magazines). Below is a list of journals and periodicals that you may find useful.

Asia Pacific Journal of Marketing and Logistics Asian Development Review Australian Financial Review Business Review Weekly European Journal of Marketing Management International Review Journal of Asia Pacific Marketing Journal of International Business Studies Journal of International Marketing Journal of World Business The Australian The Economist The Financial Review Thunderbird International Business Review

Useful Websites Below is a list of websites you may find useful in this unit.

Asia Society: www.asiasociety.org Asian Development Bank: www.adb.org Austrade (Australian Trade Commission): www.austrade.gov.au Australian Bureau of Statistics: www.abs.gov.au Department of Foreign Affairs and Trade: www.dfat.gov.au Global Edge: http://globaledge.msu.edu/ Organisation for Economic Co-operation and Development: www.oecd.org The World Bank: www.worldbank.org United Nations Conference on Trade and Development: www.unctad.org World Factbook (CIA): www.cia.gov/library/publications/the-world-factbook/index.html World Trade Organisation: www.wto.org

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My Learning Online (MyLO) MyLO software has been incorporated into the delivery of this unit to enhance the learning experience by providing access to up to date course materials and by allowing for online discussion through this web based environment. To access MyLO from your own computer you will need the appropriate software, and hardware to run that software. See Learning Online at http://uconnect.utas.edu.au/ for computer software you will need. Note: Older computers may not have the hardware to run some of the required software applications. Contact your local IT support person or the Service Desk on 6226 1818 if you experience difficulties. The School of Management has prepared a MyLO Information Sheet which includes access guidelines and contact information. It is available to download as a word document from the School of Management website at http://www.utas.edu.au/mgmt/student.htm. Privacy Policy and Notice The School of Management takes the utmost care to protect the privacy and security of your personal information and to ensure its accuracy. If you have any concerns about your privacy in MyLO please contact the coordinator of this unit or view the University of Tasmania MyLO Privacy Policy Statement available from the university website at http://www.utas.edu.au/coursesonline/privacy.htm.

Details of Teaching Arrangements

Lectures There will be a series of 13 lectures held weekly throughout the semester. Tutorials There will be a series of 12 tutorials held weekly throughout the semester. The tutorial program will commence in Week 2.

Communication, Consultation and Appointments Important information about this unit will be communicated to students in lectures and/or through MyLO. You can meet the teaching team by making appointment. You can also contact us through telephone, e-mail or MyLO. Please note that if you e-mail us you need to specify the unit and code in order to avoid potential confusion as we teach multiple units in the semester.

Assessment

Assessment Schedule In order to pass this unit you must achieve an overall mark of at least 50 per cent of the total available marks. Details of each assessment item are outlined below.

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Assessment Item Value Due Date Length

Assessment Item 1 – Group Presentation and Peer Evaluation Assessment

30 marks total – Group Presentation (15 marks) 3 x peer evaluations (5 marks each for total of 15 marks)

In tutorials, week 4, 5, 7 & 8

Group Presentation - 30 minutes MAXIMUM Written Peer evaluation – 20 minutes to complete during tutorial time; should not exceed 2 pages hand written

Assessment Item 2 – Individual Essay

20 marks Monday 1st October (Week 11)

2000 words maximum

Assessment item 3 – final Exam

50 marks Exam period 3 hours

* Word Limit: The word count includes such items as headings, in-text references, quotes and

executive summaries. It does not include the reference list at the end of the assignment.

Assessment Item 1 – Group Presentation + Peer Evaluation Assessment

Group Presentation Task Description

Students are required to form groups of between 3 and 5 (dependent on total student numbers in tutorial), during the Week 2 tutorial. Each group will work together in the preparation and presentation of a Peer Evaluation Case Study.

The presentation tasks will be performed in Weeks 4, 5, 7 & 8 with the content assessed by the tutor. Task for Group One (Week 4), Case Study 5 in prescribed text:

Faber-Castell, N & Fletcher, R 2009, ‘Faber-Castell Australia defends its intellectual property’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 199-208.

The group must address all aspects of all questions pertaining to their case study as presented on page 208 of the prescribed text. Task for Group Two (Week 5), Case Study 3 in prescribed text:

Ead, M & Fletcher, R 2011, ‘Can brand image cross the cultural divide? – the case of J.J’s Pancakes’ entry into the Mexican market’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 186-191.

The group must address all aspects of all questions pertaining to their case

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Peer Evaluation

study as presented on page 191 of the prescribed text. Task for Group Three (Week 7), Case Study 6 in prescribed text:

Gao, H, Knight, J & Zhang, H 2011, ‘Real Italian – is it what Chinese consumers want?’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 305-309.

The group must address all aspects of all questions pertaining to their case study as presented on page 309 of the prescribed text. Task for Group Four (Week 8), Case Study 7 in prescribed text:

Peter, A & Fletcher, R 2011, ‘Contract manufacturing: an efficient internationalisation strategy for Dry-Treat’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 310-315.

The group must address all aspects of all questions pertaining to their case study as presented on page 315 of the prescribed text. Please Note:

Groups are free to present the relevant material in any manner and will be rewarded for creative structuring of case and answer content, and ability to engage audience members.

It is not a requirement that groups’ use technology to support their presentation. However, if a group does need computer and data projector facilities they must inform the tutor at least 1 week prior to their scheduled presentation date to ensure availability.

If a group uses any form of written material to support their presentation (e.g powerpoint slides or handouts), a copy of these must be provided to the tutor on the day of the scheduled presentation.

Please refer to the Criterion Assessment document and the Evaluation form posted in the ‘Assessment Information’ section of MyLo for specific detail on how this assessment will be marked.

The ‘Assessment Information’ section also contains a Group Mark Allocation Adjustment form. If any group members believe one or more individuals did not contribute equally to completion of the task this form can be completed and submitted to their tutor. If action is to be taken and content of the form to be discussed with relevant parties, it must be submitted within 1 week of the group’s presentation.

Students comprising the audience for each presentation are required to perform THREE (3) peer evaluations worth 5 marks each. The peer evaluations are to be handed in at the end of the tutorial session and will be assessed by the tutor. Students may hand in any written work they wish as part of their peer evaluations - including work prepared in advance of the tutorial session. As part of the student audience prior to each presentation you should:

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Task Description:

Familiarise yourself with the content of the Case Study to be presented (see Case Study details above).

Prepare brief answers to the questions at the conclusion of the Case, or at a minimum develop a checklist of issues you believe the presenting group should cover in answering the Case Study questions.

During and post presentation you should:

Make notes highlighting the issues and content you believe the presenters covered well in answering the prescribed Case Study questions.

Make note of any issues and/or Case Study content you believe to be pertinent which presenters did not address or discuss. Students may need to refer to their pre prepared answers or checklist to identify these.

Summarise what you believe to be the strengths and weaknesses of the group’s presentation.

Therefore, the task for students undertaking peer evaluations is to use their own knowledge and understanding of the Case Study being presented to assess the quality and depth of Presenter’s answers to the Case Study questions. Please Note:

Non attendance at a peer evaluation will result in a mark of 0/5 (unless due to medical reasons and supported by documentation, in which case alternative coursework will be prescribed).

If you ask another student to submit work you have pre prepared it will not be accepted by the tutor. The mark awarded out of 5 is based on your evaluation of the Presenter’s coverage of Case Study content and questions.

Please refer to the Criterion Assessment document and the Evaluation form posted in the ‘Assessment Information’ section of MyLo for more specific detail on how this assessment will be marked.

Task Length:

Group Presentation (30 minutes MAXIMUM) Peer evaluation (20 minutes to complete during tutorial time; should not exceed 2 pages hand written which can include pre prepared work)

Due Date:

In tutorials – Weeks 4, 5, 7 & 8

Value:

30 marks in total (15 marks for the presentation; 3 x 5 mark peer evaluations for a total of 15 marks)

Assessment Item 2 – Individual Essay

Background information: (Please note that this is

a fictional Tasmanian

You are an International Marketing consultant who has been approached by local Tasmanian firm, TasAbalone requesting your services. The family owned business has experienced many years of success in the harvesting and distribution of fresh and frozen, wild catch Blacklip and Greenlip abalone products. The firm has established a reputation for supplying products of the highest quality due to their harvest from the pristine

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company).

Task Description:

waters of the Southern Ocean, and the technological sophistication of their processing plant. Currently TasAbalone supplies a range of produce to prestigious urban restaurants in the Australian market, and to domestic consumers via selected delicatessens which are purveyors of high quality produce. They also export to the Singaporean market and have a committed import agent who facilitates distribution of their premium abalone products to buyers for prestige hotels and restaurants. TasAbalone have recently secured an increase in their catchment quota which, combined with their excess capital and processing capacity, has prompted the owners to consider further expanding into international markets. They are considering entry into the Hong Kong market in anticipation that it may provide a springboard into mainland China at a later date. Preferably they would like to use an export entry mode so as to minimise risk and resource investment, and to expand their experience and knowledge of export processes. Completion of your task will assist TasAbalone determine whether further investment in the development of a full-scale international marketing plan is warranted.

The owners have asked you to prepare a preliminary report based on secondary research which outlines a proposed entry mode and marketing strategy for one of the firm’s product ranges (fresh OR frozen). Specifically they require you to:

Conduct an environmental analysis of the Hong Kong market using secondary data sources ONLY (e.g Internet, newspapers, magazines, industry publications, journals etc.). Your report should include discussion of only those factors in the competitive, economic, financial, political, legal, cultural and technological environments that may impact on the international efforts of TasAbalone.

Based on the above research highlight the specific export mode you believe would most suit TasAbalone’s entry into Hong Kong.

Outline a tentative marketing strategy for TasAbalone’s entry into the specified market. That is:

o Use the secondary data obtained through your environmental analysis to identify, and justify, a potential target market for TasAbalone’s product range (carefully consider whether TasAbalone should target end consumers, business buyers, or both).

o Based on identification of major competitors (1 or 2 is adequate) in your environmental analysis, identify the Unique Selling Proposition that should be communicated to the target market in order to position TasAbalone’s products.

o Based on your environmental analysis, outline a tentative marketing mix for TasAbalone’s entry into the market. That is, recommend specific Product, Pricing, Promotion and Place (distribution) strategies using secondary data as evidence to justify your recommendations.

In addition, they have requested you provide an overall recommendation as to whether you believe a viable opportunity

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exists for their proposed export initiative, and whether further investment in the development of a full scale marketing plan is warranted.

Best place to start your research is with the Austrade website looking at the profiled Food and Beverage industry within the Hong Kong market:

o http://www.austrade.gov.au/Food-and-beverage-to-Hong-Kong/default.aspx

Note: You are not required to define any of the international marketing theories in your assignment. You are, however, required to fully reference the sources of secondary data you report in your assignment.

Your assignment must be submitted both electronically via the ‘Drop Box’ in MyLo, and hardcopy into the assigned School of Management Assignment Box on level 3 prior to 2.00pm on the due date. (Box number to be provided).

Task Length:

2000 words maximum

Due Date:

Monday 1st October

Value:

20 marks

Assessment Item 3 – Final Exam

Format:

The examination will be in TWO (2) parts. Section A will comprise a set of

questions about a Case Study. Section A is worth a total of 20 marks.

Section B will comprise THREE (3) out of FIVE (5) essay questions, each

worth 10 marks. Section B is worth a total of 30 marks. The examination

will allow you to demonstrate that you can apply the knowledge gained

from your study of international marketing.

Duration:

The final examination will be of three hours duration, preceded by 15

minutes reading time.

Date and Time:

During the scheduled examination period.

Value:

50 marks

Your final examination for this unit will be held during the scheduled examination period as

indicated by Student Administration in correspondence to you.

Examinations will normally be scheduled Monday to Saturday inclusive. Examinations may be held

during the day or evening and students should consult the university information which will be made

available towards the end of semester.

You are advised to make any necessary arrangements with employers now for time off during the

examination period to sit this examination. Your participation at the scheduled time is not

negotiable unless there are exceptional circumstances. Note that you will be expected to sit the

examination at your recorded study centre.

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Supplementary Exams: Except in special circumstances and on the recommendation of the unit

coordinator or the Head of School, a student who fails will not be granted a supplementary

examination.

Special Consideration and Student Difficulties

If a student is experiencing difficulties with their studies or assignments, have personal or life

planning issues, disability or illness which may affect their course of study, they are advised to raise

these with their lecturer in the first instance.

Should a student require assistance in accessing the Library, visit their website for more information

at http://www.utas.edu.au/library/.

Students who have completed their examinations and who feel that they have been disadvantaged

due to illness or other circumstances affecting their study, may fill out a form to request that their

lecturer takes this into consideration when marking the examination. Forms should be submitted

directly to the relevant school, accompanied by appropriate supporting documentation, as soon as

possible after the completion of the examination. Granting of special consideration is at the

discretion of the lecturer and school. The relevant form can be found at the following website:

http://www.studentcentre.utas.edu.au/examinations_and_results/forms_files/index.htm#eits

Students with a non-English speaking background may be permitted to take a bilingual dictionary into an exam. This dictionary must not be annotated – that is, it must have no notes written in it. Students must request permission from the Student Centre in order to use a bilingual dictionary.

Submission of Coursework

Lodging Coursework

All Coursework must have the School of Management Assignment Cover Sheet, which is available as

a blank template from the School of Management website at

http://www.utas.edu.au/mgmt/student.htm. All assignments must include the tutor’s name on the

assignment Cover Sheets when they are submitted. If this is not done the assignment will not be

accepted and therefore will not be marked.

Please remember that you are responsible for lodging your Coursework on or before the due date.

We suggest you keep a copy. Even in the most ‘perfect’ of systems, items sometimes go astray.

Assignments must be submitted electronically through the relevant assignment drop box in MyLO.

All coursework must be handed in by 2.00pm on the due date.

Requests for Extensions

Written Coursework:

Extensions will only be granted on medical or compassionate grounds and will not be granted

because of work or other commitments. Requests for extensions should be made in writing to the

unit coordinator prior to the due date. Medical certificates or other evidence must be attached and

must contain information which justifies the extension sought. Late assignments which have not

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been granted an extension will, at the lecturer’s discretion, be penalised by deducting ten per cent

of total marks for each full day overdue.

Assignments submitted more than five days late will normally not be accepted by the unit

coordinator.

In-class Tests:

Students who are unable to sit a test on medical or compassionate grounds (work or other

commitments are not considered 'compassionate grounds') may request that they be permitted to

submit alternative Coursework. Please do not expect a special test to be held for you if you choose

to go on holidays or undertake other activities on the scheduled date. If you do need to request

alternative Coursework, you should do so in writing to the unit coordinator prior to the due date.

Medical certificates or other evidence must be attached and must contain information which

justifies the request. The telephone number of the doctor should also be included.

Faculty of Business Late Assessment Policy

A full copy of the Faculty of Business late assessment policy is available from the Faculty homepage

at http://fcms.its.utas.edu.au/business/business/policies.asp.

Academic Referencing and Style Guide

Before starting their assignments, students are advised to familiarise themselves with the following

electronic resources. The first is the School of Management Guide to Writing Assignment, which can

be accessed from the following site - : http://www.utas.edu.au/mgmt/student.htm. The guide

provides students with useful information about the structure and style of assignments in the School

of Management.

The second is the Harvard Referencing System Style Guide, which can be accessed from the UTAS

library (http://utas.libguides.com/content.php?pid=27520&sid=199808). The Harvard Referencing

System will be used in all School of Management units, and students are expected to use this system

in their assignments.

Academic Misconduct and Plagiarism

Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an

assignment or an examination, and any other conduct by which a student:

(a) seeks to gain, for themselves or for any other person, any academic advantage or

advancement to which they or that other person are not entitled; or

(b) improperly disadvantages any other student.

Students engaging in any form of academic misconduct may be dealt with under the Ordinance of

Student Discipline. This can include imposition of penalties that range from a deduction/cancellation

of marks to exclusion from a unit or the University. Details of penalties that can be imposed are

available in the Ordinance of Student Discipline – Part 3 Academic Misconduct, see

http://www.utas.edu.au/universitycouncil/legislation/.

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Plagiarism is a form of cheating. It is taking and using someone else’s thoughts, writings or

inventions and representing them as your own, for example:

using an author’s words without putting them in quotation marks and citing the source;

using an author’s ideas without proper acknowledgment and citation; or

copying another student’s work.

If you have any doubts about how to refer to the work of others in your assignments, please

consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity

resources on the web at http://www.utas.edu.au/tl/supporting/academicintegrity/index.html.

The intentional copying of someone else’s work as one’s own is a serious offence punishable by

penalties that may range from a fine or deduction/cancellation of marks and, in the most serious of

cases, to exclusion from a unit, a course or the University.

The University and any persons authorised by the University may submit your assessable works to

a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable

works may also be included in a reference database. It is a condition of this arrangement that the

original author’s permission is required before a work within the database can be viewed.

For further information on this statement and general referencing guidelines, see

http://www.utas.edu.au/plagiarism/ or follow the link under ‘Policy, Procedures and Feedback’ on

the Current Students homepage.

Tutorial Program

Note that the tutorial program does not commence until week two of semester.

Week 2: Rationale for International Marketing: Technology and Contemporary Environmental Variables Form groups of between 3 and 5 students (dependent on total student numbers in tutorial), to work together in the preparation and presentation of the Peer Evaluation Case Study. Allocate each group their Case Study and Week for presentation. Prepare answers for discussion to the following questions in the prescribed text: Discussion question 2 & 6 (Fletcher & Crawford 2011, p. 27). Discussion question 5 & 6 (Fletcher & Crawford 2011, p. 179). Week 3: Economic and Financial Environment: Political and Legal Environment Prepare answers for discussion to the following questions in the prescribed text: Discussion question 1 & 7 (Fletcher & Crawford 2011, p. 63-64). Discussion question 5 & 8 (Fletcher & Crawford 2011, p. 146).

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Week 4: Group One Presentation and completion of Peer Evaluation assessment: Case Study 5: Faber-Castell, N & Fletcher, R 2009, ‘Faber-Castell Australia defends its intellectual property’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 199-208. Week 5: Group Two Presentation and completion of Peer Evaluation assessment: Case Study 3: Ead, M & Fletcher, R 2011, ‘Can brand image cross the cultural divide? – the case of J.J’s Pancakes’ entry into the Mexican market’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 186-191.

Week 6: Cultural Environment: Researching International Markets: International Market Selection

and Entry

Prepare answers for discussion to the following questions in the prescribed text: Discussion question 2 & 7 (Fletcher & Crawford 2011, p. 106). Discussion question 3 (Fletcher & Crawford 2011, p. 242). Discussion question 1 (Fletcher & Crawford 2011, p. 274).

Week 7: Group Three Presentation and completion of Peer Evaluation assessment: Case Study 6: Gao, H, Knight, J & Zhang, H 2011, ‘Real Italian – is it what Chinese consumers want?’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 305-309. Week 8: Group Four Presentation and completion of Peer Evaluation assessment: Case Study 7: Peter, A & Fletcher, R 2011, ‘Contract manufacturing: an efficient internationalisation strategy for Dry-Treat’ in Fletcher, R & Crawford, H 2011, International marketing: an Asia-Pacific perspective, Pearson education Australia, Frenchs Forest, NSW p. 310-315. Week 9: Planning for International Marketing: Modifying Products for International Markets: Marketing Services Internationally Prepare answers for discussion to the following questions in the prescribed text: Discussion question 5 (Fletcher & Crawford 2011, p. 303). Discussion question 4 & 5 (Fletcher & Crawford 2011, p. 475). Discussion question 1 (Fletcher & Crawford 2011, p. 499).

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Week 10: Promotion in International Marketing

Prepare answers for discussion to the following questions in the prescribed text: Discussion question 1, 3, 5 & 6 (Fletcher & Crawford 2011, p. 541).

Week 11: International Pricing for Profit

Prepare answers for discussion to the following questions in the prescribed text: Discussion question 1, 2, 7 & 8 (Fletcher & Crawford 2011, p. 574).

Week 12: Effective International Distribution

Prepare answers for discussion to the following questions in the prescribed text: Discussion question 1, 2, 4 & 6 (Fletcher & Crawford 2011, p. 607-608).

Week 13: Globalisation: Internationalisation

Prepare answers for discussion to the following questions in the prescribed text: Discussion question 1, 2 & 4 (Fletcher & Crawford 2011, p. 393). Discussion question 6 (Fletcher & Crawford 2011, p. 417).

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Study Schedule

Week Start of Week Text

Chapter

Topic Due Dates

1

July 16 1 & 5 Rationale for International Marketing: Technology and Contemporary Environmental Variables

2

July 23 2 & 4 Economic and Financial Environment: Political and Legal Environment

3

July 30 3 Cultural and Social Environment

4

August 6 6 Researching International Markets Group 1 Pres

5

August 13 7 International Market Selection and Entry Group 2 Pres

6

August 20 8 Planning for International Marketing

7 August 27 Case Study Workshop: Concept

consolidation

Group 3 Pres

Mid-Semester Break: 3 September – 7 September 2012

8

September 10

12 & 13 Modifying Products for International Markets: Marketing Services Internationally

Group 4 Pres

9

September 17 14 Promotion in International Marketing

10

September 24 15 International Pricing for Profit

11

October 1 16 Effective International Distribution Individual Essay due – Mon 1st October

12

October 8 10 & 11 Globalisation and Internationalisation

13 October 15 Unit Review and Exam Preparation

Examination Period: 27 October – 13 November 2012