La Trobe Business School

INTERNATIONAL MARKETING
[MKT3IMK]

LMS Subject link

https://lms.latrobe.edu.au/course/view.php?id=137769

SUBJECT LEARNING GUIDE

Semester 2 - 2023

Subject Coordinator Dr. Marthin Nanere

SUBJECT DETAILS
Subject Code: MKT3IMK
Subject Title: INTERNATIONAL MARKETING
Teaching Period: SEMESTER 2, 2023
Location(s): SYD, HANOI
Credit Points: 15 CREDIT POINTS
Delivery Mode: DAY
AQF Level: UNDERGRADUATE

ENROLMENT REQUIREMENTS
Prerequisites: NIL
Co-requisites: NA
Assumed Skills & Knowledge: BASIC KNOWLEDGE OF MARKTING PRINCIPLES
Special Study Requirements: Students with special needs whose participation in this subject
might be limited by any study requirements are encouraged to
consult the Equality and Diversity Centre (EDC). Further
information and contact details for the EDC are available at
http://www.latrobe.edu.au/equality

STAFF CONTACTS
Campus Name Email Telephone Room

Bendigo Dr. Marthin Nanere [email protected] 5444 7952 Bus. 1.49

Sydney Ms. Ashna Chandra [email protected] TBC TBC

Hanoi Luong Van Lam [email protected]

Hanoi Phan Thi Kim Ngan [email protected]

Hanoi Le Duc Thuy [email protected]

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ABOUT THIS SUBJECT
This subject focuses on the nature of the international marketplace and the problems and
decisions facing managers of international marketing. It is comprehensive and practical covering
marketing goods and services across national boundaries, as well as within different national
markets. Major topic areas covered are the international marketing imperative, analysis of foreign
environments, development of international marketing strategies and the implementation of
marketing programs across different nations and within nations.

SUBJECT INTENDED LEARNING OUTCOMES (SILOS)

Upon successful completion of this subject, you should be able to

1. Assess the nature and imperatives of international marketing

2. Examine and apply the concepts of globalisation and multi-nationalisation strategies in the
context of international marketing
3. Identify and analyse international marketing opportunities across a variety of country/market and
business/organisational contexts in a team
4. Recommend appropriate strategic direction that exploits both identified international marketing
opportunities and the capabilities of organisations
5. Recommend coherent international marketing program for an Australian company to achieve its
desired international strategic direction

GRADUATE CAPABILITIES
The following Graduate Capabilities (GCs) are evaluated in this subject:
GC GC Point

Writing Write and develop logical arguments in a

structured way, supported by evidence and
correctly referenced.
Ethical Awareness Interact effectively within a learning or
subject-specific task.
Enquiry / Research Engage in independent and reflective
learning
Appropriately locate, use and evaluate
marketing and other relevant academic and
non-academic information for given tasks
Critical thinking /analysis Identify, classify and integrate theory in
an increasingly independent way.
Should be able to evaluate, assess and
critique marketing practices from a range of
theoretical perspectives
Creative problem solving/ synthesis Undertake systematic and effective critical
analysis with guidance from teaching staff

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 Team work Participate effectively in more demanding
group tasks in subject-specific contexts.
Information Literacy Use a range of specified resources and tools
to locate and manage and relevant
information
Speaking In-class presentation of case study and
regular participation in class discussion of
international marketing issues.

LEARNING ACTIVITIES
Timetable details are available at https://www.latrobe.edu.au/students/your-course/timetables. Students
should also regularly check this subject’s LMS site for updated information.

Seminar Learning Activities Schedule

Seminar Chapter 1: Introduction to international marketing. Week 1

1 (Students form assignment groups of 2-3 students)

(1) Case Study 1.3: Apple Vs Samsung: The Battle for Smartphone
Supremacy heats Up
Seminar Chapter 2: The Global Economic Environment Week 2
2 Chapter 3: The Global Trade Environment

(2) Case Study 2.1: India’s Economy at the Crossroads: Can Prime
Minister Narendra Modi Deliver Acche Din?

Seminar Chapter 4: Social and Cultural Environment Week 3

3
(3) Case Study 4.1: Cotton, Clothing Consumption, Culture: From Small
Beginning to a Global Cultural System?

Seminar Chapter 5: The Political, Legal and Regulatory Week 4

4 environments

(4) Case Study 5.2: Putin’s Russia versus the West: Cold War
2.0?

Seminar Chapter 6: Global Information Systems and Market Research Week 5

5
(5) Case Study 6.1: Nestle’s Middle East Investment in Market Research.

Seminar Chapter 7: Segmentation, Targeting & Positioning Week 6

6
(6) Case Study 7.2: The “bubbling Tea Market

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 Seminar Chapter 8: Importing, Exporting, & Sourcing Week 7
7 Chapter 9: Global Market-Entry Strategies: Licensing, Investment &
Strategic Alliances

(7) Case Study 8.1: East-Asian Countries: Export-led Growth for

Economic Success
(8) Case Study 9.1: AB InBev and SABMiller: A Match in (Beer) Heaven

Seminar Chapter 10: Brand and Product Decisions in Global Week 8

8 Marketing

(9) Case Study 10.1: Google

Seminar Chapter 11: Pricing Decisions Week 9

9
(10) Case Study 11.2: Global Consumer-Products Companies Target
Low-Income Consumers

Seminar Chapter 12: Global Marketing Channels and Physical Week 10

10 Distribution

(11) Case Study 12.1: Welcome to the World of Fast

Fashion

Seminar Chapter 13 and 14: Global Marketing Communication Decisions Week 11

11
(12) Case Study 13.2: Coca-Cola: Using Advertising and PR to Respond
to a Changing World
(13) Case Study 14.2: Red Bull
Seminar Revisions Lecture Week 12
12

Further information is available at http://www.latrobe.edu.au/students/timetables

SELF-DIRECTED STUDY
In addition to the learning activities specified, you are expected to allocate approximately <number; see
Staff Guidelines for Calibrating Student Workload> hours per week of self-directed study in this subject.
This time includes subject preparation, completing learning activities, readings, assessment preparation
and other related work to enhance your participation in this subject and your learning at La Trobe.

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 LEARNING RESOURCES & TECHNOLOGIES
Reading Type Title Author and Year Publisher
Prescribed Global Marketing 10th Warren J, Keegan and Pearson
Textbook Edition Mark C Green ©2020
Recommended text International Marketing Fletcher, R, & Crawford, Pearson
H 2016
Recommended text International Marketing: Czinkota, MR & Cengage Learning
Asia Pacific Edition Ronkainen, I 2013 Australia, Melbourne
Recommended text International Digital Hu, L 2020 Cham: Springer
Marketing in China: International Publishing
Regional Characteristics
and Global Challenges
Recommended text Global brand strategy: Steenkamp, JB 2017 London: Palgrave
world-wise marketing in Macmillan
the age of branding
The full reading list can be found in this link:

https://rl.talis.com/3/latrobe/lists/BE279CE2-9402-BBBE-D5AF-FA0049D36D55.html

ASSESSMENT AND FEEDBACK SUMMARY

Assessment Tasks Due Date SILOs % Feedback method
1. Reflective Essay (1000 words) Week 4 1, 2 20 written feedback on the
This is an individual assessment. Select ONE LMS
most recent refereed journal article (between
2019 and 2023) and write a reflective essay
based on that article.
Keep the following two points in your reflective
essay:
(a) The nature and imperatives of
International Marketing
(b) The concepts of globalisation and multi-
nationalisation strategies in the context
of International Marketing

2. Group Assignment: International Week 10 1,3,4,5 30 Group assignment written

market assessment, selection, and feedback within two weeks
market entry formulation report (1500 after submission
words)
Description of task including grading criteria and
rubric are provided on the LMS

3. 2 Case Studies (2000-2500 words) Week 12 1,2,3,4, 50 no formal feedback

More details will be provided between Week 2 and 5
Week 10

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 Additional information about assessment & feedback
Students should keep a copy of all assignments submitted for assessment.

MANDATORY REQUIREMENTS
There are a variety of assessment hurdles or conditions for passing a subject other than the overall mark.
Mandatory Requirements may be built into the assessment of the learning outcomes of your subject.

There are no Hurdle Requirements for this subject / The Hurdle Requirements for this subject are:

Other mandatory requirements for this subject are:

GENERAL ASSESSMENT REQUIREMENTS

SUBMITTING WRITTEN WORK WITH TURNITIN
Turnitin is a web-based text-matching software system used at La Trobe University to assist you in writing
your assignments and checking for similarity with existing published work. Please remember to allow
adequate time to submit your assignment to Turnitin. It is your responsibility to have your assignment
submitted by the assessment due date. Not receiving an originality report is not an acceptable reason for
requesting an assignment extension unless it is a required part of the assessment.

POLICIES, PROCEDURES AND GUIDELINES

The University has a comprehensive policy framework to which both staff and students must adhere. You
should familiarise yourself with those policies, procedures and guidelines likely to affect you, especially the
following:

• Academic Progress Review Policy

• Assessment Policy
• Health and Safety (OHS)
• Privacy
• Student Academic Misconduct Policy

ADJUSTMENTS TO ASSESSMENT
You may be affected by a range of adverse circumstances while you are preparing for or undertaking an
assessment task. There are avenues for adjustments to your assessment depending on the circumstances
you face including opportunities to apply for extensions to submission dates, Special Consideration and
Alternative Assessment Schedules. For more detailed information refer to the Assessment Procedure –
Adjustments.

REQUEST AN EXTENSION OF TIME TO SUBMIT AN ASSIGNMENT TASK

Where you know in advance that you will not be able to submit an assessment task by the due date due to
adverse circumstances that have affected you during the preparation of the task, you will need to request
an extension of time to submit. This must be done at least three days prior to the due date. Penalties

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normally apply if you submit an assessment after the due date. Poor time management is not an
acceptable reason for an extension.

To apply, go to https://www.latrobe.edu.au/students/admin/forms/request-an-extension/request

SPECIAL CONSIDERATION
If you have experienced serious short term, adverse and unforeseen circumstances that substantially affect
your ability to complete an assessment task to the best of your potential, you may be eligible to apply for
Special Consideration. To do this or find more information, go to http://www.latrobe.edu.au/special-
consideration

STUDENTS WITH A LEARNING ACCESS PLAN (LAP)

Students who have a Learning Access Plan must apply for any adjustments they may need via the same
channels but may have access to more flexible arrangements depending on their circumstances. Please
refer to the Assessment Procedure – Adjustments and your LAP.

REVIEW AND RE-MARK

For information on what to do if you wish to seek a review of an assessment outcome see Part B of the
Validation and Moderation Procedure.

ACADEMIC INTEGRITY
Academic integrity means being honest in academic work and taking responsibility for learning the
conventions of scholarship. Academic integrity education is integral to the learning experience at La Trobe
University. The University requires its academic staff and students to observe the highest ethical standards
in all aspects of academic work, and it demonstrates its commitment to these values by awarding due
credit for honestly conducted scholarly work, and by penalising academic misconduct and all forms of
cheating.

The penalty for submitting an assignment under your name that is the work of a third party may be severe,
even leading to exclusion from the University without readmission. Refer to the Academic Integrity -
Schedule of Penalties and Actions within the Student Academic Misconduct Policy.

You should understand and be able to practice integrity in all your academic work, be familiar with the
Academic Integrity website and complete the Academic Integrity Module (AIM) found in your LMS.

If you have any specific questions about academic integrity and your assessment, your Subject or Course
Coordinator will be able to assist.

STUDENT FEEDBACK ON SUBJECT SURVEYS

The Student Feedback on Subjects (SFS) Survey is one of the quality assurance processes that occur across
the University. In this survey, you can tell us about your learning experiences in this subject. We value your
feedback. Your views are taken seriously and assist us to improve the learning experience for future
students through the LTU Subject Monitoring process.

The surveys will be available for you to complete towards the end of the subject teaching period. Feedback
from previous students who completed this subject is available in the LMS site for this subject.

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For more information you may contact [email protected].

CHARTER OF STUDENT RIGHTS AND RESPONSIBILITIES

As a La Trobe coursework student, you have rights and responsibilities which are governed by La Trobe
statutes and regulations, as well as policies and procedures. La Trobe University aspires to provide an
outstanding student experience which is conducive to scholarly activity and supportive of your learning
goals.

The Charter of Student Rights and Responsibilities is a summary of your rights and responsibilities as a
student at La Trobe. The Charter was developed in consultation with La Trobe students.
https://policies.latrobe.edu.au/document/view.php?id=225.

STUDENT COMPLAINTS
The Student Complaints Management System (SCM) is a formal mechanism for students to lodge
concerns about any aspect of their university experience. A student complaint may be about an
administrative matter, a problem with a subject or course, or the conduct of a student or staff member.

For more information about the Student Complaint process and how to lodge a complaint, visit the
Complaints and Feedback page at: https://www.latrobe.edu.au/students/support/complaints.

GETTING HELP AND SUPPORT AT UNI

A range of services at La Trobe can assist you with your studies, health and wellbeing.
For the full range of services and facilities available for you, go to Student Help and Support at
http://www.latrobe.edu.au/students/support.

STUDYING ONLINE
When you are in studying an online subject, please be sure that you can continue to access our learning
support services through the Learning Hub (academic skills, English language, Maths and Science) via Zoom
appointments that you can book by accessing the Learning Hub LMS page or by emailing the
[email protected].

You also have access to assignment feedback and online study support chat through Studiosity that can be
accessed from any subject LMS page. You can also access the Library services remotely through the library
website.

LIBRARY
Your Library offers many ways to support your study. To discover more about how the Library can help,
visit your Library website and explore the following essential resources:

• Achieve@Uni
https://www.latrobe.edu.au/students/study-resources/learning/achieve -
Learn skills to help complete your assessments

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 • Assessment Planner
http://www.latrobe.edu.au/library/assessment-thesis-support/plan-my-assessment –
Create a personal assessment schedule
• Expert Help Guides
https://latrobe.libguides.com/ - Find expert discipline and specialist help for your research
• Referencing at La Trobe University
http://latrobe.libguides.com/referencing/ - Understand how and why to reference
• Academic Referencing Tool
www.lib.latrobe.edu.au/referencing-tool - Get detailed examples of referencing styles
• Chat to library staff
www.latrobe.edu.au/library - Access the text chat service from the Library website
• Contact us
www.latrobe.edu.au/library/about/contact - Call or email your Library

ASK LA TROBE
ASK La Trobe is a service open to all La Trobe students who need guidance with administrative matters
during their time at La Trobe. ASK La Trobe can provide you with help relating to enrolments and
timetabling, fees and financial support, exams, results and graduations & student life and support services.

Go to ASK La Trobe – Current Students at http://latrobe-current.custhelp.com/app/home and start by

looking at our FAQs or visit us at your campus ASK La Trobe Help Zone.

If you can’t find what you’re looking for:

• Call 1300 La Trobe (1300 528 762)

• Ask a question online at http://latrobe-current.custhelp.com/app/ask
• Visit the ASK La Trobe Help Zone. Join the queue for the Bundoora, Bendigo or city campuses using
the QLess: Virtual Queuing system.

LEARNING AND SUPPORT PROGRAMS

There are many resources, including services, to help you with your academic studies at La Trobe. Go to
the Learning and Support Programs page at http://www.latrobe.edu.au/students/study-resources/learning
for further information.

HEALTH AND WELLBEING

Your health and wellbeing are an important part of being a successful student. Studying can be stressful
and many factors can affect your mental and physical health, in and outside of the University.
Check out the services available to you at La Trobe to support your health and wellbeing at
www.latrobe.edu.au/wellbeing.

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