MARK957 International Marketing Strategy :
Faculty of Business and Law
MARK957: International Marketing Strategy
6 credit points
Subject Information
Trimester 1, 2023 Wollongong On Campus Sydney On Campus
UOW Online Wollongong Distance
UOW may need to change teaching locations, teaching delivery and/or assessment delivery at short notice to ensure the safety and well-being of students and staff in response to the COVID-19 pandemic or other public health requirements.
For up-to-date information on the impact of COVID-19 please refer to your subjects Moodle site.
This subject will include both On Campus and Online Remote Study teaching options as detailed in the Lecture & Tutorial Sections of this outline. Please note that all class components can be undertaken online to accommodate both staff and students’ changing circumstances throughout the session
Vision, Mission and PRME
Our mission is to inspire and develop globally minded and socially responsible community members and leaders, through high-quality teaching, impactful research and meaningful engagement with community, government, industry and academic partners. The full Vision and Mission statements can be found at https://www.uow.edu.au/business-law/schools-entities/business/about-us/vision-and-mission/
We are a signatory to the Principles of Responsible Management Education (PRME) and support the realisation of the United Nations Sustainable Development Goals. More information on PRME can be found at at https://business.uow.edu.au/about/index.html
TEACHING STAFF
| Teaching Role | Coordinator, Lecturer and Tutor |
| Name | Ms. Zeynep Roberts |
| Telephone | 0455155933 |
| [email protected] | |
| Consultation Times | Monday14:00 -15:00 (Book in advance via Moodle) |
IMPORTANT INFORMATION FOR ALL STUDENTS
This important information must be read together with the Sydney Business School Student Handbook which contains relevant information on University of Wollongong (UOW) and Sydney Business School Policies. The handbook is found at https://moodle.uowplatform.edu.au/course/view.php?id=26396. It is your responsibility to comply with these policies and processes.
The Sydney Business School is the graduate business school of the Faculty of Business and Law at University of Wollongong. Our courses are delivered from campuses located at Circular Quay in Sydney and Wollongong as well as University of Wollongong Dubai.
Expectations of Students
UOW values are intellectual openness, excellence and dedication, empowerment and academic freedom, mutual respect and diversity, recognition and performance. We will provide a safe, equitable and orderly environment for the University community, and expect each member of our community to behave responsibly and ethically (UOW Student Conduct Rules https://documents.uow.edu.au/about/policy/learning/index.html ).
We expect that students demonstrate these values and professional behaviour, both face to face and online, making genuine efforts to complete their studies successfully, arriving on time to class, taking part constructively in class discussions and activities, demonstrating appropriate professional and ethical conduct in all communication with UOW staff and community members, and submitting assignments on time (or completing a request for Academic Consideration in advance if needed).
Communication and eLearning Etiquette
Guidelines on the use of email to contact teaching staff, mobile phone use in class and information on the university guide to eLearning ‘Netiquette’ can be found at https://www.uow.edu.au/student/learningcoop/software/emailetiquette/index.html
Cyber Bullying
Student Conduct Rules and related policies including the IT Acceptable Use Policy and Bullying Prevention Policy, whether undertaking their studies face-to-face, online.
For more information on appropriate communication and etiquette in the online environment please refer to the guide Online and Email Etiquette or at https://www.uow.edu.au/student/learning-co-op/technology-and- software/email-etiquette/.
Copyright
Commonwealth of Australia
Copyright Regulations 1969
©2023 University of Wollongong
The original material prepared for this guide is covered by copyright. Apart from fair dealing for the purposes of private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission.
Table of Contents
Faculty of Business and Law……………………………………………………………………………………………………………………… 1
SECTION A: GENERAL INFORMATION…………………………………………………………………………………………………… 4
SUBJECT DESCRIPTION………………………………………………………………………………………………………………………… 4
STUDENT LEARNING OUTCOMES……………………………………………………………………………………………………… 4
UPDATES TO THIS SUBJECT………………………………………………………………………………………………………………… 4
EXTRAORDINARY CHANGES TO THE SUBJECT OUTLINE…………………………………………………………… 4
COURSE LEARNING OUTCOMES………………………………………………………………………………………………………… 5
ATTENDANCE REQUIREMENTS…………………………………………………………………………………………………………. 5
eLEARNING, READINGS, REFERENCES AND MATERIALS……………………………………………………………. 5
Foundational Work Integrated Learning……………………………………………………………………………………………………. 5
REQUIRED TEXT(S)……………………………………………………………………………………………………………………………….. 5
KEY REFERENCES…………………………………………………………………………………………………………………………………. 5
ADDITIONAL MATERIALS…………………………………………………………………………………………………………………… 6
LECTURES……………………………………………………………………………………………………………………………………………….. 6
TUTORIALS……………………………………………………………………………………………………………………………………………… 6
SECTION B: ASSESSMENT………………………………………………………………………………………………………………………… 9
ASSESSMENT LEARNING OUTCOME MATRIX……………………………………………………………………………… 14
Types of Assessment and Collaboration………………………………………………………………………………………………….. 14
Submission, Retention and Collection of Written Assessment…………………………………………………………………….. 15
Submitting Assessment Tasks………………………………………………………………………………………………………………….. 15
EXTENSIONS…………………………………………………………………………………………………………………………………………. 15
LATE SUBMISSION OF ASSESSMENT TASKS………………………………………………………………………………… 15
SUPPLEMENTARY ASSESSMENTS…………………………………………………………………………………………………… 15
SUPPLEMENTARY EXAMINATIONS………………………………………………………………………………………………… 16
UOW GRADE DESCRIPTORS……………………………………………………………………………………………………………… 16
MINIMUM PERFORMANCE REQUIREMENTS………………………………………………………………………………… 16
STUDENT WORKLOAD……………………………………………………………………………………………………………………….. 16
REVIEW AND APPEAL OF ACADEMIC DECISIONS………………………………………………………………………. 17
ASSESSMENT QUALITY CYCLE……………………………………………………………………………………………………….. 17
COLLECTION………………………………………………………………………………………………………………………………………… 17
RETENTION…………………………………………………………………………………………………………………………………………… 17
SCALING………………………………………………………………………………………………………………………………………………… 17
LEARNING ANALYTICS……………………………………………………………………………………………………………………… 17
ASSURANCE OF LEARNING………………………………………………………………………………………………………………. 18
ACADEMIC INTEGRITY………………………………………………………………………………………………………………………. 18
TURNITIN………………………………………………………………………………………………………………………………………………. 18
REFERENCING……………………………………………………………………………………………………………………………………… 19
THE HARVARD SYSTEM OF REFERENCING AND CITATION OF INTERNET SOURCES………… 19
ACADEMIC COMPLAINTS………………………………………………………………………………………………………………….. 20
SECTION C: GENERAL ADVICE TO STUDENTS – Policies and Procedures…………………………………………. 20
SECTION A: GENERAL INFORMATION
SUBJECT DESCRIPTION
This subject will present various concepts and tools for analysing international marketing strategies, and evaluating the marketplace (competitors, external environment: cultural, economic, technological, political/legal, marketing opportunities, etc.) Specifically, the focus will be on developing, evaluating and implementing international marketing strategic plans at the corporate, regional and local levels. By learning the theory and practice, the student will obtain a good conceptual understanding of the field of international marketing as well as become firmly grounded in the realities of the global marketplace and strategy development. Case studies and videos exemplifying both successful and unsuccessful strategies are utilised as key tool learning tools.
STUDENT LEARNING OUTCOMES
On successful completion of this subject, students will be able to:
- Demonstrate an overall understanding of key theory and processes utilised to examine international marketing.
- Identify and analyse opportunities within international marketing environments using various strategic marketing management techniques.
- Identify corporate problems/opportunities in an international environment via utilization of cases and international business reports.
- Demonstrate problem-solving skills by analysing international marketing strategy at the corporate, regional and local levels.
- Utilize financial and quantitative analysis to evaluate the current and projected performance of a company, and/or marketing opportunities.
- Develop a comprehensive course of action for a business firm using formal decision making processes.
- Produce and present international marketing plan using skills acquired throughout the course.
UPDATES TO THIS SUBJECT
The school is committed to continual improvement in teaching and learning. In assessing teaching and learning practices in a subject, the school takes into consideration student feedback from many sources. These sources include direct student feedback to tutors and lecturers, feedback through Student Services and Business and Law Central, responses to the Subject and Course Evaluation Surveys. These important student responses are used to make ongoing changes to subjects and courses. This information is also used to inform systemic comprehensive reviews of subjects and courses.
Reviewed and revised tutorial activities and content. Reviewed and revised the use of contemporary cases/contexts.
Reviewed and revised assessment tasks to enhance student learning.
EXTRAORDINARY CHANGES TO THE SUBJECT OUTLINE
In extraordinary circumstances the provisions stipulated in this Subject Outline may require amendment after the Subject Outline has been distributed. All students enrolled in the subject will be notified and have the opportunity to provide feedback in relation to the proposed amendment, where practicable, prior to the amendment being finalised.
COURSE LEARNING OUTCOMES
Course Learning Outcomes can be found in the Course Handbook https://www.uow.edu.au/handbook/index.html.
ATTENDANCE REQUIREMENTS
The Faculty of Business and Law expects all students to actively use and review all online content provided for this subject. All types of participation will be monitored and is required in order to have a reasonable attempt at this subject.
eLEARNING, READINGS, REFERENCES AND MATERIALS
SUBJECT eLEARNING
The University uses the eLearning system Moodle to support all coursework subjects. The subject Moodle site can be accessed via:
IN ADDITION TO THE UOW ONLINE WOLLONGONG DISTANCE MOODLE SITE YOU WILL ALSO HAVE ACCESS TO THE REMOTE STUDY SUPPORT SITE.
Remote Study Support Moodle site (TCHR054_20) is accessible to support your studies from remote locations around the globe until you can return to on campus study. This site will appear as an additional site on your list of active Moodle subject sites.
This site contains comprehensive information with a range of resources related to teaching and learning as well as other student support information.
Foundational Work Integrated Learning
This subject contains elements of ‘Foundational WIL’. Students in this subject will observe, explore or reflect on possible career pathways or a work-related aspect of their discipline.
REQUIRED TEXT(S)
Cateora, P.R., Graham, J., Gilly, M.C. (2020). International Marketing (18th Edition). McGraw-Hill Education, New York. ISBN: 9781260547870.
- Price: $149.95 at McGraw-Hill’s website: https://www.mheducation.com.au/ise-international-marketing- 9781260547870-aus#tab-label-product-description-title
- E-book’s price: $74.19 at McGraw-Hill’s website: https://www.mheducation.com.au/ise-ebook-international- marketing-9781260568936-aus
- You can also access the textbook electronically via UOW Library: https://ebookcentral-proquest- com.ezproxy.uow.edu.au/lib/uow/detail.action?docID=5989454
Textbooks are available online from the University Bookshop at https://unishop.uow.edu.au/
KEY REFERENCES
The recommended readings below are not intended as an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources.
International Marketing Review (electronic resource via library Journals) published by Emerald Group Publishing.
Journal of International Marketing (electronic resource via library Journals) published by American Marketing Association (AMA) and SAGE Publishing.
Recommended Background and Further Reading
Czinkota, M., Ronkainen, I., Sutton-Brady, C. & Stegemann, N., 2019, International Marketing, 4rd Asia- Pacific Edition, Cengage, South Melbourne.
Fletcher, R. & Crawford, H., 2017, International Marketing: An Asia-Pacific Perspective, 7th Edition, Pearson Australia, Melbourne.
Green, M.C. & Keegan, W.J., 2020, Global Marketing, 10th Edition, Pearson, New Jersey.
This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources.
ADDITIONAL MATERIALS
Apart from recorded lectures embedded in the Moodle book for MARK957, there are five two-hour tutorials delivered on campus – please check the timetable for date, time and venue.
Students are expected to complete readings prior to tutorials. This approach will facilitate and enhance students’ learning.
Tutorials include assessment workshops and active-learning tasks. Pre-read the assigned chapters and prepare assigned tasks are important for getting the most from these activities.
LECTURES
Lecture Times
UOW may need to change teaching locations, teaching delivery and/or assessment delivery at short notice to ensure the safety and well-being of students and staff in response to the COVID-19 pandemic or other public health requirements.
For up-to-date information on the impact of COVID-19 please refer to your subjects Moodle site. Lectures will be available online, ECHO, in the subject’s Moodle site
Up to date timetable and delivery information is located at http://www.uow.edu.au/student/timetables/index.html
TUTORIALS
Tutorial/Seminar/Workshop Times
The School uses the SMP Online Tutorial System and tutorial times and locations can be found at https://business.uow.edu.au/sydney-bschool/current/tutorials/index.html.
Up to date timetable and delivery information is located at https://www.uow.edu.au/student/timetables/index.html .
Please note that tutorial times on the timetable are provisional and may change.
Trimester 1
| Week | Week Commencing | Topics Covered | Readings and Activities |
| 1 | 06 Feb 2023 | Scheduled for Wollongong campus and Online Distance delivery Subject Overview Assessment 1 Workshop Case study 1-2: Nestle – The Infant Formula Controversy Assessment 1 assigned tasks – See Moodle Ice breaker activities Group Project – Group formation | Subject Outline Textbook Chapters 1 and 2 Relevant materials on Moodle Note: It is essential that students attend each tutorial as the recording will not be available. Attending tutorial is also important for Assessment 1 Task 4. |
| 2 | 13 Feb 2023 | Scheduled for Sydney campus and Online Distance delivery Subject Overview Assessment 1 Workshop Case study 1-2: Nestle – The Infant Formula Controversy Assessment 1 assigned tasks – See Moodle Ice breaker activities Group Project – Group formation | Subject Outline Textbook Chapters 1 and 2 Relevant materials on Moodle Note: It is essential that students attend each tutorial as the recording will not be available. Attending tutorial is also important for Assessment 1 Task 4. |
| 3 | 20 Feb 2023 | Scheduled for Wollongong campus Assessment 2-1 Workshop Tutorial Discussion: News Story Case study 1-1: Starbucks – Going Global Fast Case study 2-1: The Not-So-Wonderful World of EuroDisney – Things Are Better Now at Disney land Resort Paris | Subject Outline Textbook Chapters 4, 5, 6 and 7 Additional reading: Czinkota et al. (2019), Chapter 2 Relevant materials on Moodle |
| 4 | 27 Feb 2023 | Scheduled for Sydney campus and Online Distance delivery Assessment 2-1 Workshop Tutorial Discussion: News Story Case study 1-1: Starbucks – Going Global Fast Case study 2-1: The Not-So-Wonderful World of EuroDisney – Things Are Better Now at Disney land Resort Paris | Subject Outline Textbook Chapters 4, 5, 6 and 7 Additional reading: Czinkota et al. (2019), Chapter 2 Relevant materials on Moodle |
| 5 | 06 Mar 2023 | Scheduled for Wollongong campus Discussion – Assessment 2-1 Feedback Assessment 2-2 Workshop Tutorial Discussion: News Story Case study 2-7: McDonald’s and Obesity Case study 3-1: International Marketing Research at the Mayo Clinic | Subject Outline Textbook Chapters 8, 9, 10, 11 and 12 Relevant materials on Moodle |
| 6 | 13 Mar 2023 | Scheduled for Sydney campus and Online Distance delivery Discussion – Assessment 2-1 Feedback Assessment 2-2 Workshop Tutorial Discussion: News Story Case study 2-7: McDonald’s and Obesity Case study 3-1: International Marketing Research at the Mayo Clinic | Subject Outline Textbook Chapters 8, 9, 10, 11 and 12 Relevant materials on Moodle |
| 7 | 20 Mar 2023 | Scheduled for Wollongong campus Discussion – Assessment 2-2 Feedback Tutorial Discussion: News Story Case study 3-4: Continued Growth for Zara and Inditex Case study 3-7: Gillette – The 11-Cent Razor, India, and Reverse Innovation | Subject Outline Main Textbook Chapters 13, 14, 15, 16, 17 and 18 Relevant materials on Moodle |
| 8 | 27 Mar 2023 | Scheduled for Sydney campus and Online Distance delivery Discussion – Assessment 2-2 Feedback Tutorial Discussion: News Story Case study 3-4: Continued Growth for Zara and Inditex Case study 3-7: Gillette – The 11-Cent Razor, India, and Reverse Innovation | Subject Outline Main Textbook Chapters 13, 14, 15, 16, 17 and 18 Relevant materials on Moodle |
| 9 | 03 Apr 2023 | Scheduled for Wollongong campus Subject Revision Assessment 4 Workshop | Subject Outline Main Textbook Chapters: all Relevant materials on Moodle |
| 10 | 10 Apr 2023 | Scheduled for Sydney campus and Online Distance delivery Subject Revision Assessment 4 Workshop | Subject Outline Main Textbook Chapters: all Relevant materials on Moodle |
SECTION B: ASSESSMENT
| Assessment | Form of Assessment | % |
| Assessment1 | Professional Task | 30% |
| Assessment2 | Professional Task | 40% |
| Assessment3 | Exam | 30% |
| TOTAL | 100% |
Please note: Copies of student work may be retained by the University in order to facilitate quality assurance of assessment processes.
A formative assessment activity (with written or verbal feedback) will be conducted before census date – please see UOW Key Dates.
Past exam papers may be available for student review, subject to release by the library (https://ereadingsprd.uow.edu.au/). Solutions and marking guides are not included. The structure and/or content of the papers may change from session to session.
| Assessment 1 | Professional Task |
| Topic | Professional Task – Practice and Reflection |
| Length | See marking criteria |
| Weighting | 30% |
| Due Date | To Be Announced Final submission time: 4:00pm |
| Type of Collaboration | Individual assessment |
| Marking Criteria | See the Detailed Information section below for due dates. There are FOUR (4) tasks in this assessment. By the end of week 1 students will be assigned specific tasks and schedule to ensure an equal number of each task for each week. If students have not been assigned for any tasks, please contact the subject coordinator immediately. It is a student’s responsibility to keep checking their assigned tasks on Moodle and/or via sols message or email. Task 1 Independent Learning Reflection (10%) Industry readiness: Each student is required to complete an online course “Expand Internationally” via https://learndigital.withgoogle.com/digitalgarage-au/course/expand- internationally and write a 500 word reflection on what you have learnt from this industry course. It is strongly recommended that students start this task as soon as they can. Notify the subject coordinator if there is any issue on the site access. You must submit a word document, Times New Roman, 12 pt, 1 ½ line spacing, and 2.54 cm margins all around, Harvard referencing style if any. Submitting in a PDF file will not be marked and resulted in a zero (0) mark. Key points to cover: What are three (3) relevant aspects you find most helpful and add to your learning in International Marketing subject?How would you apply what you’ve learned in your future career? Marks will be awarded to students who demonstrate the evidence of completing the assigned task, understanding of international marketing concepts and applications, and demonstrating the ability to generate a reflective learning. Task 2 Active Practice – News Story Discussion (5%) Each student must prepare and submit ONE (1) news story on a company/brand associated with international marketing activities. Limit your news stories to 3 minutes max (digital presentation). |
| Submit your digital presentation on Moodle prior to your assigned due date and time.The news must be related to the topics assigned in tutorials and the news must be new (no later than 1 year old from the date of submission). Key points to cover: News background: When and where (which source) is the news published, which brand/company/organisation/business is involved, what is the news about?News analysis & reflection: Which concepts of International Marketing are relevant to the news, why these IM concepts are important and add to your learning of International Marketing subject, how would you apply what you’ve learned in your future career? Marks will be awarded to students who demonstrate the ability to extract key information from regular news sources, apply and critically reflect it to International Marketing concepts. Task 3 Active Practice – Case Study Discussion (5%) Each student must prepare ONE (1) power-point presentation on the assigned case study and regularly contribute to the discussions regarding the assigned case studies in relevant weeks. Limit your case study analysis and reflection to 3 minutes max (digital presentation).Submit your digital/recorded presentation on Moodle prior to your assigned due date and time. Key points to cover: Case study analysis: What is the case about (i.e., summarised in 1-2 points)?, What were the issues/problems?, How did the company solve the problems?Case study reflection: Which International Marketing concepts are relevant to the case, why these concepts are important and add to your learning in International Marketing, how would you apply these concepts to solve the case issues or problems? Marks will be awarded to students who demonstrate the ability to extract key findings from the case study, apply and critically reflect it to International Marketing concepts. Task 4 Peer Review Reflection (10%) Each student is required to submit TWO (2) written Peer Reviews (5 marks*2 = 10 marks) of one (1) news story discussion and one (1) case analysis (a maximum of 250 words per review). Each student must review, assess and provide feedback to one (1) news story discussion and one (1) case analysis submitted by other students using the provided guideline and marking criteria (see Moodle).You must submit a word document, Times New Roman, 12 pt, 1 ½ line spacing, and 2.54 cm margins all around, Harvard referencing style if any. Submitting in a PDF file will not be marked and resulted in a zero (0) mark. Key points to cover: Write out at least two things that you think are particularly strong about this submission.Identify at least two aspects of the submission that are weak, problematic, or ineffective.Write at least three directive statements recommending the most significant changes the peer should make in the next submission. Marks will be awarded to students who demonstrate the understanding of the assigned tasks, marking criteria, international marketing concepts, theories, and frameworks, and demonstrating the ability to generate collaborative and reflective learning and engagement. Note: Marking will be stopped at the above-indicated maximum, and no more content read or marked if exceeded the maximum. |
| Style and Format | See marking criteria |
| Assessment Submission | Online Via Moodle This assessment has been set up to be checked by Turnitin, a tool which helps you check whether you have referenced correctly. You can submit your assessment task to Turnitin prior to the due date and Turnitin will give you an originality report. You may then make any changes that may be required and resubmit your final version by the due date. |
| Assessment Return | 10 working days after submission (if submit on time). |
| Detailed Information | Due dates for Wollongong campus: Task 1 Independent Learning Reflection (10%) submit via Moodle by 4.00PM (Friday Week 2). Task 2 Active Practice – News Story (5%) submit via Moodle by 4.00PM (Friday Weeks 3, 5, and 7). Task 3 Active Practice – Case Studies (5%) submit via Moodle prior to your tutorial (Friday Weeks 3, 5, and 7). Task 4 Peer Review Reflection (10%) submit via Moodle on assigned date and time (Saturday Weeks 3, 5, and 7). Due dates for Sydney campus: Task 1 Independent Learning Reflection (10%) submit via Moodle by 4.00PM (Friday Week 3). Task 2 Active Practice – News Story (5%) submit via Moodle by 4.00PM (Friday Weeks 4, 6, and 8). Task 3 Active Practice – Case Studies (5%) submit via Moodle prior to your tutorial (Friday Weeks 4, 6, and 8). Task 4 Peer Review Reflection (10%) submit via Moodle on assigned date and time (Saturday Weeks 4, 6, and 8). |
| Assessment 2 | Professional Task-Business, marketing plan |
| Topic | International marketing plan |
| Length | Part 1*: 1 minute for Section 1 (presented by the group) 3 minutes for Section 2 (presented by each member) 1 minute for Section 3 (presented by the group) *Subjected to the total number of members in each group, e.g., if there are 3 members = max 11 minutes. Part 2*: 3 minutes for Section 1 (presented by the group) 2 minutes for Section 2 (presented by the group), 3 minutes for Section 3 (presented by each member) *Subjected to the total number of members in each group, e.g., if there are 3 members = max 14 minutes. Note: Marking will be stopped at the above-indicated maximum and no more content marked if exceeded the maximum. |
| Weighting | 40% |
| Due Date | To Be Announced Final submission time:4:00pm |
| Type of Collaboration | Group work |
| Marking Criteria | To avoid any non-contribution and group dysfunction, some sections will be assessed individually, based on the quality of each student’s contribution to the submitted presentations. All members need to discuss their group approach in completing this assessment. There are TWO (2) parts to be completed. See the Detailed Information section below for due date and time. IMP Part 1: Market Environment Audit – Digital Oral Presentation (15%) This part aims to highlight the results of the research and the analysis of internal and |
| external environments for the introduction of a product/service to a new market (in or within a specific country). There are THREE (3) sections of IMP Part 1Section 1: Introduction. Each group is expected to present the preliminary market environment audit of IMP regarding the group project including company name, its products or services, and its capability in international marketing (1 minute, 3 marks – group marks). Section 2: Proposed potential markets. Each group member is required to propose a different (appropriate and potentially profitable) target country by conducting desk research from various available published, relevant, and up-to-date sources including key statistics, environmental analysis, and justification of your chosen product or service and market/country (3 minutes per member per potential target market, 9 marks – individual marks). Each group member will be rewarded marks individually based on each member’s contribution to each selected country.Section 3: Conclusion. The group will select the best prospect target market (any country that seems appropriate and profitable) with justification at the end of the presentation – (1 minute, 3 marks – group marks)References (Harvard referencing style) IMP Part 2: Competitive Market Analysis – – Digital Oral Presentation (25%) This part aims to introduce a company product/service to a new country based on the current situation. The IMP (Part 2) should utilise relevant information based on the IMP Part 1 presentation in proposing appropriate international marketing strategies to the situation of the selected country and company product/service. In addition, the digital presentation is to demonstrate your thoughts and decisions on a suitable international marketing plan for your (selected) chosen country and market. There are THREE (3) sections of IMP Part 2Section 1: Situation analysis of the selected market. The group will conduct SWOT analysis and competitor analysis to select foreign market entry strategy) (3 minutes, 9 marks – group marks)Section 2: Market analysis. The group analyses the market and consumer buying habits, conduct segmentation to select target markets and positioning,) (2 minutes, 7 marks – group marks)Section 3: International marketing mix strategies (3 minutes, 9 marks – individual marks), students can include any appropriate marketing mix with evidence for justification, e.g.Product (evaluate the product/service as an innovation as it is perceived by the intended market, and select product adaptation or modification)The Price and Marketing Channels (Distribution) application (evaluate and select the appropriateness of the price and distribution channels in the intended market based on Sections 1 and 2 findings)The Promotional mix strategies (evaluate and select the appropriateness of the promotional mix strategies in the intended market based on Sections 1 and 2 findings)Or other extended marketing mixes e.g. physical evidence, people and processReferences (Harvard referencing style) Note: Each part will be assessed based on how effective the international marketing plan is presented on the chosen product/brand and target country for international expansion.Students should demonstrate knowledge of theoretical concepts and their practical application.The presentations should include the research findings on your product or service and country of choice and cover the competitive market analysis of the selected country/market, including the characteristics of your potential target market segment(s) and competitors within that country or region, environmental analysis, foreign market entry strategy, and relevant strategic marketing mix.It is essential to include research findings and evidence from various relevant and up-to-date sources (e.g., statistics, figures, academic journals, trade journals, |
| newspapers, etc.) in your desk research to support and justify your ideas and discussion. Any unsupported statement will not provide any credibility to your IMP. Submission without any relevant, credible and update references will result in a zero (0) mark. Each student’s contribution should be equivalent to each other student’s contribution in terms of topics/sections covered.To streamline this process, students should choose sequential sections/topics, so their works should flow logically through the presentations.It is strongly suggested that team members plan and manage their time well in advance, aiming to complete each part prior to the due date. See more detail via Moodle and tutorials. | |
| Style and Format | Only submit a presentation in a digital format (using any free available digital presentation programs or auto-run presentation). Supplementary PowerPoint slides should be also submitted in pdf file (2 slides per pages on Moodle) including all members’ names and student numbers, brand/product name and the target country, AND each student should clearly identify his/her contribution in the presentation. Note: If you could not submit the files on Moodle due to a large file, please post it on YouTube or any available online platforms and submit the link on Moodle. Only one submission per group on Moodle is required. |
| Assessment Submission | Online Via Moodle This assessment has been set up to be checked by Turnitin, a tool which helps you check whether you have referenced correctly. You can submit your assessment task to Turnitin prior to the due date and Turnitin will give you an originality report. You may then make any changes that may be required and resubmit your final version by the due date. |
| Assessment Return | Part 1: Marks will be available within 10 working days after the submission date. Part 2: Marks will be available within 10 working days after the submission date. |
| Detailed Information | Wollongong campus: Part 1 Due: To be submitted online (Moodle) by 4.00 pm Friday Week 5. Part 2 Due: To be submitted online (Moodle) by 4.00 pm Friday Week 7. Sydney campus: Part 1 Due: To be submitted online (Moodle) by 4.00 pm Friday Week 6. Part 2 Due: To be submitted online (Moodle) by 4.00 pm Friday Week 8. |
| Assessment 3 | Exam-Take home exam |
| Topic | Take Home Exam |
| Length | Details will be released on Moodle at 4.00 pm on Friday of Week 9. |
| Weighting | 30% |
| Due Date | To Be Announced Final submission time: 4:00 pm |
| Type of Collaboration | Take home exams |
| Marking Criteria | Students should note the Performance Level Requirements detailed in this subject outline. Detailed and defendable marking criteria will be used to mark the test. This can be made available to students upon request of a meeting with the subject coordinator AFTER the release of grades for this subject. |
| Style and Format | The assessment is due at 4.00pm on Saturday 22 April 2023. This assessment is an ‘international marketing plan’ report for a company that wants to expand internationally. The details of the company, the format of the report, and the marking criteria will all be available on Moodle at 4.00pm on Tuesday of Week 9. Tutorial Weeks 9 and 10 workshops will be for you to explore what is required for the assessment task and ask questions. |
| Assessment Submission | Online Via Moodle This assessment has been set up to be checked by Turnitin, a tool which helps you check whether you have referenced correctly. You can submit your assessment task to Turnitin prior to the due date and Turnitin will give you an originality report. You may then make any changes that may be required and resubmit your final version by the due date. |
| Assessment Return | Please check the results released date on UOW current student website. Feedback will be provided on request after grades have been released. |
| Detailed Information | The questions may include any topics covered in lectures and textbook. See more detail via Moodle and lectures. |
ASSESSMENT LEARNING OUTCOME MATRIX
| Learning Outcomes | Measures – Assessment weighting | ||
| Professional Task – Practice and Reflection | International marketing plan | Take Home Exam | |
| (30%) | (40%) | (30%) | |
| Demonstrate an overall understanding of key theory and processes utilised to examine international marketing. | ✔ | ✔ | ✔ |
| Identify and analyse opportunities within international marketing environments using various strategic marketing management techniques. | ✔ | ✔ | ✔ |
| Identify corporate problems/opportunities in an international environment via utilization of cases and international business reports. | ✔ | ✔ | ✔ |
| Demonstrate problem-solving skills by analysing international marketing strategy at the corporate, regional and local levels. | ✔ | ✔ | ✔ |
| Utilize financial and quantitative analysis to evaluate the current and projected performance of a company, and/or marketing opportunities. | ✔ | ✔ | ✔ |
| Develop a comprehensive course of action for a business firm using formal decision-making processes. | ✔ | ✔ | |
| Produce and present international marketing plan using skills acquired throughout the course. | ✔ | ✔ | |
Types of Assessment and Collaboration
Collaboration between students during the preparation of subject assessment tasks or case studies is only permitted dependent upon the category of assessment task declared by the subject coordinator and as printed in the Subject Outline.
Type 1 – At home exams (online) or Take-home exams No collaboration of any kind is permitted between students or anyone else during formation and preparation of the contents of the student submission.
Type 2 – Group work: Collaboration is permitted between students in the same group but not with students in other groups.
Type 3 – Individual assessment: Collaboration is permitted between students only in the form of general discussion pertaining to relevant concepts or potential issues to be dealt with in completing the assessment. However, collaboration must not proceed to the point where it contributes directly to the final submission
produced by the student. Joint planning of the actual contents of a student’s submission is not permitted. Where the assessment requires formulation of a set of recommendations, a problem solution, or a specific course of action, collaboration is not permitted during their formulation. Needless to say, collaboration is not permitted during the actual preparation and writing of the student submission.
Type 4 – Open assessment: Collaboration with other students is permitted, subject to the normal rules governing plagiarism and academic integrity. That is, direct use of ideas contributed by others must be acknowledged.
Type 5 – Individual assessment and group work: Collaboration is permitted with other members of your group, but not with other groups for the group work component. No collaboration is permitted with other members of your group for the individual component.
Submission, Retention and Collection of Written Assessment
Submitting Assessment Tasks
Assessed work must be handed in by the date and time listed under each assessment task. All assessment tasks must represent the enrolled student’s own ORIGINAL work and must not have been previously submitted for assessment in any formal course of study.
Tasks must be submitted by the method outlined against each assessment task. Students may not e-mail or post assessment tasks unless specifically requested by or with the prior approval of the Subject Coordinator. Where an assessment task is submitted electronically (via Moodle), the procedure for electronic submission will be set out on the Moodle site.
EXTENSIONS
Extensions of time to submit material for assessment can only be requested in advance of the due date for an assessment activity through the Academic Consideration process on SOLS. For more information please refer to the Student Academic Consideration Policy at: http://www.uow.edu.au/about/policy/UOW058721.html
LATE SUBMISSION OF ASSESSMENT TASKS
Assessed work submitted late will be penalised by the deduction of 10 percent of the maximum possible mark for that assessment per working day or part thereof. The operation of this rule will not result in a negative mark being carried forward.
This penalty for late submission may be waived upon presentation of a medical certificate of illness for a relevant period, or upon evidence of untoward or approved circumstances that fall under the Student Academic Consideration Policy (see Sydney Business School Moodle site https://moodle.uowplatform.edu.au/course/view.php?id=26396)
SUPPLEMENTARY ASSESSMENTS
Supplementary assessment may be offered to students whose performance in this subject is close to that required to pass the subject and are otherwise identified as meriting an offer of a supplementary assessment. The Subject Coordinator will determine the precise form of supplementary assessment at the time the offer of a supplementary is made. In some circumstances you may be offered a supplementary exam. For more information about Supplementary Exams refer to https://www.uow.edu.au/student/exams/timetabledates/index.html
SUPPLEMENTARY EXAMINATIONS
Students who suffer illness or other circumstances beyond their control which are likely to affect their academic performance on the day of an examination should not attempt the exam. These students should obtain a Medical Certificate or other approved supporting documentation and follow the University’s Academic Consideration application process to apply for a supplementary exam. The School will not approve students to re-sit an examination. See Section C, Student Academic Consideration Policy for further details.
Students approved for a supplementary examination will receive a minimum of five (5) days’ notice via SOLS Mail, regarding the examination date, time and location. Supplementary exam period dates can be found at https://www.uow.edu.au/student/exams/timetabledates/index.html.
UOW GRADE DESCRIPTORS
The UOW Grade Descriptors are general statements that communicate what our grades represent, in terms of standards of performance, and provide a frame of reference to ensure that assessment practice across the University is appropriate, consistent and fair. Grade Descriptors are expressed in general terms so that they are applicable to a broad range of disciplines. For more information on the UOW grade descriptors see: https://www.uow.edu.au/student/exams/results/
MINIMUM PERFORMANCE REQUIREMENTS
To be eligible to pass this subject, students must complete all assessment tasks for this subject. In addition, you must achieve a total mark of 50% or over for all assessment tasks and obtain a minimum of 50% in the final examination or major piece of assessment (where there is no final exam).
In accordance with the General Course Rules where a student gains a mark of 50 or greater and does not meet the specified level in an assessment task required to pass the subject, a Technical Fail (TF) grade for the subject will appear on their Academic Transcript. Where a Technical Fail is given the following applies:
- Failure of the subject.
- a TF without a mark will be granted.
- a TF will be presented on the student’s academic transcript.
- The allocated mark of 49 will be used as the WAM calculation for subjects at all levels.
Failure to complete all assessment tasks will normally result in failure of the entire subject, other marks notwithstanding.
Students should note that each credit point normally requires about 2 hours of study per week. Thus, a 6-credit point subject requires that students commit about 12 hours study a week, including attendance at lectures and tutorials
Students who fail a subject will not normally be eligible for a supplementary exam but may be approved if extenuating circumstances exist. Approval for a supplementary exam in these circumstances needs to be given by the relevant Head of School and Faculty Assessment Committee. Students who believe they may be eligible, and who have not already been advised accordingly, should consult their Lecturer or Subject Coordinator.
STUDENT WORKLOAD
Students should note that UOW policy equates 1 credit point with 2 hours of study per week, including lectures and tutorials/workshops/practicals, self-directed study and work on assessment tasks. For example, in a 6-credit point subject, a total of 12 hours of study per week is expected.
REVIEW AND APPEAL OF ACADEMIC DECISIONS
A student may request an explanation of a mark for an assessment task or a final grade for a subject consistent with the student’s right to appropriate and useful feedback on their performance in an assessment task. A student may also seek further explanation for other academic decisions such as Academic Consideration, Supplementary Assessment or Credit for Prior Learning. If a student is not satisfied with the explanation, or have further concerns, they may have grounds for a formal review. For further information refer to https://documents.uow.edu.au/about/policy/students/UOW189967.html
ASSESSMENT QUALITY CYCLE
The UOW Assessment Quality Cycle provides a level of assurance that assessment practices across the University are appropriate, consistent and fair. Quality assurance activities are undertaken to support the continuous improvement of assessment and promote good practices in relation to assessment design, marking and review of the subject prior to subsequent delivery.
COLLECTION
Assessment items will normally be returned to students within three (3) weeks of the due date. Assessment tasks which are relevant to the final examination for the subject will be marked and available for collection prior to the study week before the final examination.
RETENTION
The university retains records of student academic work in accordance with the University Records Management Policy and the State Records Act 1988 and uses these records in accordance with the University Privacy Policy and the Privacy and Personal Information Protection Act 1998.
SCALING
Marks awarded for any assessment task or part of any assessment task, including an examination may be subject to scaling at the end of the session. Marks will be scaled only when unpredicted circumstances occur and in order to ensure fairness of marking across groups of students. The method of scaling will depend on the type of scaling required by the circumstances. When scaling is deemed necessary, it will follow a detailed consideration by the Unit Assessment Committee and/or the Faculty Assessment Committee of the marks of the group of students concerned. Scaling will not affect any individual student’s rank order within their cohort. For more information, please refer to Standards for the Finalisation of Student Results – Schedule 1: Scaling Guidelines https://www.uow.edu.au/about/policy/UOW039331.html for details.
LEARNING ANALYTICS
Learning Analytics data (such as student engagement with Moodle, access to recorded lectures, University Library usage, task marks, and use of SOLS) may be used by the Subject Coordinator and your faculty’s Head of Students to assist in analysing student engagement, and to identify and recommend support to students who may be at risk of failure. If you have questions about the kinds of data the University uses, how we collect it, and how we protect your privacy in the use of this data, please refer to https://www.uow.edu.au/about/privacy/index.html.
ASSURANCE OF LEARNING
What will students learn in their degree?
The Faculty of Business and Law ensures each degree has specified course learning outcomes which assure that students attain knowledge, skills and competencies at the appropriate qualification level. These course learning outcomes align with the curriculum. These are evaluated through existing assessment tasks within subjects.
The faculty uses Assurance of Learning (AOL) to assess how students meet the specified course learning outcomes and how well our graduates have achieved these. AOL collects and analyses student results data to continuously improve degrees offered by the faculty which leads to improved student learning.
ACADEMIC INTEGRITY
The University provides detailed information about how to acknowledge the work of others: https://www.uow.edu.au/academic-integrity/students/index.html
The University’s Academic Integrity and Plagiarism Policy, school moodle sites and subject guides clearly set out the University’s expectation that students submit only their own original work for assessment and avoid plagiarising the work of others or cheating. Re-using any of your own work (either in part or in full) which you have submitted previously for assessment is not permitted without appropriate acknowledgement. Plagiarism can be detected and has led to students being expelled from the University.
The use by students of any website that provides access to essays or other assessment items (sometimes marketed as ‘resources’), is extremely unwise. Students who provide an assessment item (or provide access to an assessment item) to others, either directly or indirectly (for example by uploading an assessment item to a website) are considered by the university to be intentionally or recklessly helping other students to cheat.
Uploading an assessment task, subject outline or other course materials without express permission of the University is considered academic misconduct and students place themselves at risk of being expelled from the University.
Students should visit the following University website and become familiar with the University’s policy on plagiarism https://www.uow.edu.au/about/policy/UOW058648.html.
PLAGIARISM PREVENTION
The school has an e-learning module which aims to orientate you with the knowledge and resources to:
- avoid problems related to plagiarism
- develop your capacity to integrate evidence into your arguments
- reference correctly.
The online module is openly available for use by students at any stage in their degree. You are strongly encouraged to use the module to help in assessing the academic integrity of your written work. The module can be accessed via https://moodle.uowplatform.edu.au/course/view.php?id=5679.
TURNITIN
Turnitin is a service used by UOW as a tool educating students about the importance of correct citations and referencing techniques in addition to identifying where students have copied or reused the work of others – known as plagiarism. For tips about writing with academic integrity and avoiding plagiarism please see above: Academic Integrity and Plagiarism and https://www.uow.edu.au/student/services/ld/students/UOW021315.html
The Turnitin system checks each student’s written assessment against electronic text;
- on the publicly accessible Internet,
- in published works (including ABI/Inform, Periodical Abstracts, Business dateline, and electronic books),
- on the ProQuest and Gale commercial databases, and
- in every assignment previously submitted to Turnitin
When a student submits his/her written assessment, the system generates an ‘originality report’ that highlights the similarity found between the assessment and all the sources checked by Turnitin. Turnitin does not check that references are in the correct Harvard format. It is the student’s responsibility to check that all references follow the Harvard format detailed on https://uow.libguides.com/refcite/uowharvard.
It is compulsory for all students to submit all written assignments (final version) in a word (.doc/.docx) format into the Turnitin system regardless of whether it is electronic, or paper based. Your lecturer will advise whether a hard copy of the report is required with any paper-based assignment submission.
Students are encouraged to submit drafts of their assignment to Turnitin before the due date, thus enabling students to check their referencing and rectify any issues before submission of the final version.
- Use one document name only for each assignment that includes your UOW student number
- Any resubmissions must use the same document name as the original submission
- References must be included in your Turnitin submission
- Do not include the assignment topic question at the beginning of your submission
- Where a paper-based copy is required with the assignment submission, the originality report provided with the assignment submission must be consistent with your last submission to Turnitin
Failure to comply with these requirements may result in penalties being applied.
REFERENCING
At University it is necessary to acknowledge the sources of information and ideas that you have incorporated in your assessment tasks. Failure to do this thoroughly may result in accusations of plagiarism: this is the academic equivalent of stealing (because by not acknowledging someone else’s work, you are presenting it as your own). Plagiarism is taken very seriously by the University and may result in expulsion from the University.
Referencing is not only about acknowledging other people’s work; accurate referencing and lists of references are beneficial when researching a topic as they allow the reader to follow up information and read further in the area. In a sense, references provide readers with clues to help them explore different avenues of a topic. This aspect of referencing will become more valuable to you as you progress in your studies.
There is a correct procedure that must be followed when referencing and using footnotes. Not complying with these set techniques and format will most likely result in loss of marks. When writing an essay it is easiest to reference as you go, making sure you are writing down all relevant information. This will save hours trying to find the source again in the library.
THE HARVARD SYSTEM OF REFERENCING AND CITATION OF INTERNET SOURCES
The Faculty of Business and Law uses the Harvard system of referencing. This system makes use of short references within the body of the text. It is supplemented by a detailed list of references at the end of the text, which provides all the information necessary to find the source material. In-text references include the author and year of publication, and where necessary the page number(s).
It is necessary for students to reference all sources used in their written work, including file transfer protocol sites, worldwide web sites, telnet sites, synchronous communications (MOOs, MUDs, IRC, etc.) GOPHER sites, email, Listserv and Newsgroup citations.
It is the responsibility of students to ensure that they are familiar with the Harvard system of referencing and with the accepted Faculty of Business and Law practice for referencing electronic material and that they use it accurately in all written work submitted. Students should consult the following University Library website for a
detailed explanation of the Harvard system of referencing and examples of how to reference electronic material https://uow.libguides.com/refcite/uowharvard
ACADEMIC COMPLAINTS
In accordance with the Coursework Student Academic Complaints Policy, a student may request an explanation of a mark for an assessment task or a final grade for a subject consistent with the student’s right to appropriate and useful feedback on their performance in an assessment task. Refer to the Coursework Student Academic Complaints Policy for further information – http://www.uow.edu.au/about/policy/UOW058653.html
SECTION C: GENERAL ADVICE TO STUDENTS –
Policies and Procedures
For general information on university policies and procedures relevant to students, and for details about the range of Student Services available, please see Student Resources, Policies and Procedures which can be accessed online at https://www.uow.edu.au/business-law/current-students/policies-and-procedures/.
For further information on University of Wollongong (UOW) and Sydney Business School Policies please refer to the moodle site at https://moodle.uowplatform.edu.au/course/view.php?id=26396
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