International Marketing- Research Report

Subject Outline

Subject Name International Marketing in the Global Village
Subject Code BX3082
Credit Points 3
Study Period SP 52, 53 2021
Study Mode Internal
Campus Singapore
Discipline Convenor/Subject Lecturer /Division/College Dr Malobi Mukherjee
Division of Tropical Environments & Societies
College of Business, Law & Governance

We acknowledge the Traditional Owners of the lands and waters where our University is located and actively seek to contribute and support the JCU Reconciliation Statement, which exemplifies respect for Australian Aboriginal and Torres Strait cultures, heritage, knowledge and the valuing of justice and equity for all Australians.
© Copyright 2021
This publication is covered by copyright regulations. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission.
Pre-requisites
{BU1108 OR BU2108 OR BU1008 OR BU2208 OR BU1908 OR BU1808 AND 18 cp of subjects]
Subject Outline preparation
This Subject Outline has been prepared by [Dr Malobi Mukherjee] for the College of Business, Law & Governance, Division of Tropical Environments & Society, James Cook University. Updated [19th June, 2021].

Q1. This subject is offered across more than one campus and/or mode and/or study period within the one calendar year. Yes ☒ No ☐
Q2. If yes (Q1), the design of all offerings of this subject ensure the same learning outcomes and assessment types and weightings. Yes ☒ No ☐
Q3. If no (Q2), [Type here] has authorised any variations, in terms of equivalence.

Subject Outline peer reviewer

Name [Dr. K. Thirumaran]
Position [Academic Head, Business, Singapore Campus]
Date reviewed [8th November 2021]

Teaching Staff contact details

Teaching team Staff member Room Phone Email Consultation times*
Discipline Convenor Dr Malobi Mukherjee C3-06 +65 6709 3763 malobi.mukherjee@jcu.edu.au By appointment
Lecturer Dr Malobi Mukherjee -do- -do- -do- -do-
Tutor 1 Valentino Ortega
Tutor 2 Rayan Daniyal Rayan.daniyal@jcu.edu.au By appointment
Learning Advisors The Learning Centre JCU Library Online contact form Visit Learning Advice Desk – JCU Library
Business Online Harry Klass JCU Campus 67093756 harry.klass@jcu.edu.au By Appointment
Associate Dean, Learning & Teaching Caroline Wang C3-06 +65 6709 3722 caroline.wang@ntu.edu.au By appointment onlu

*Other consultation times by appointment only.
Student Support
The Student Support Officers (SSO) provides private and confidential, personalised support to first year students. SSOs provide advice, advocacy and referrals to University services. They work with students to help them achieve their educational goals, and to succeed at university by offering timely information and support when it’s needed.
Make an appointment with your SSO by contacting Rachel or Natasha.
Business Online responds to requests for assistance with all learning technology and associated issues. Support is provided for LearnJCU, Pebble Pad, Blackboard Collaborate, recording presentations, Respondus LockDown Browser and Monitor, online exams, and other learning technologies. Help and Support is available please contact: businessonline@jcu.edu.au
For more student support services and related information look in the Support Folder menu item on all LearnJCU subject sites.
Contents
1 Subject at a glance 5
1.1 Student participation requirements 5
1.2 Key dates 6
2 Subject details 6
2.1 Subject description 6
2.2 Subject learning outcomes and course learning outcomes 6
2.3 Learning and teaching in this subject 7
2.4 Student feedback on subject and teaching 7
2.5 resources and special requirements 8
3 Assessment details 8
3.1 Requirements for successful completion of subject 8
3.2 Feedback on student learning 9
3.3 Assessment items 9
4 Submission and return of assessment 14
4.1 Submission of assessment 14
4.2 Late submissions 14
4.3 Special Consideration (including deferrals and extensions) 14
4.4 Declaration of Assessment 14
4.5 Return of assessment and feedback 14
4.6 Review of assessment 15
5 Subject calendar 16
6 Rubrics 18

Subject at a glance

Student participation requirements

The JCU Learning, Teaching and Assessment Procedure (2.1.2d) indicates a typical student workload for a three (3) credit point subject requires a 130 hour work load of study related activities, including attendance, assessment and self-directed study over the duration of the subject with equivalency across all modes of delivery.
Note that attendance at specified classes will be a mandatory requirement for satisfactory completion of some subjects (Learning, Teaching and Assessment Procedures, 3.1.8e); and that additional hours may be required per week for those students in need of English language, numeracy or other learning support.

Key subject activities Time Day and date Room/Location
Online Lectures via BB Collaborate (2 hours per week) View pre-recorded-lecture content on LearnJCU prior to attending online lectures
Online/Fac e to face Tutorials (2 hours per week)
 
Refer to JCU Timetable 2021

For information regarding class registration, visit the Class Registration Schedule.

Key dates

Insert assessment methods in the table below. Consider early low-stakes / low-weight assessment to provide students with feedback.

Key dates Date
Census date See 2021 Study Period and Census Dates
Last date to withdraw without academic penalty See 2021 Study Period and Census Dates
Assessment item 1: [Oral Presentation] [15%] Due [During tutorials ] Week 4
Assessment item 2: [Research Report] [40 %] Due [Friday 31st December at 6pm] Week 7
Assessment item 3: [Project Plan] [ 45%] Due [Friday 21st January at 6pm] Week 10

Subject details

Subject description

This subject focuses on the role of international marketing in creating and delivering value for customers around the world. It examines the political, legal, cultural and economic risks and opportunities posed by a rapidly evolving international marketing landscape. It encompasses cross-country marketing research; global brand management; segmentation scenarios; market entry strategies such as contract manufacturing, franchising and joint ventures; marketing communications, personal selling, ethics, and negotiation across cultures; and, international pricing issues such as counter-trade and transfer pricing, logistics, and the mechanics of export marketing. This subject links leading-edge research, marketing models and frameworks to both global and local organisations by using case studies, examples, and readings. This subject provides students with the opportunity to demonstrate ‘work-ready’ skills appropriate to a career path in international marketing management.

Subject learning outcomes and course learning outcomes

Students who successfully complete this subject will be able to:

  • examine and describe the key drivers, risks and opportunities influencing global and international marketing practices;
  • apply marketing skills and knowledge to recommend innovative marketing strategies and programs for an international organisation

These outcomes will contribute to your overall achievement of course learning outcomes. Your course learning outcomes can be located in the entry for your course in the electronic JCU Course and Subject Handbook 2021 (click on ‘Course Information’ bar/ select ‘Undergraduate Courses’ or ‘Postgraduate Courses’/ select relevant course/ scroll down to ‘Academic Requirements for Course Completion’, ‘Course learning outcomes’).

Learning and teaching in this subject

This subject is based an active and immersive learning approach.

Learning Activity Internal students External students
Lecture content recordings
3 x 15 minute desktop recordings of lecture content per week will be uploaded to the LearnJCU site
Interactive online lectures
Weekly workshops will be facilitated. The workshop is a merging of lectures and tutorials and will include learning activities, group discussions etc.
Online/face to face tutorial sessions
Online collaborate sessions are an opportunity for lecturers to present content to external students and expand on any gaps in student knowledge.
Student learning materials
Materials available on LearnJCU including textbook, readings, learning activities, case studies etc.
Student Consultation
1 hour consultation session. Lecturer available to meet via appointment

Some learning and teaching activities may be recorded for this subject.  Personal Information in the form of images and audio may be collected by JCU during the recording.  This Personal Information may appear as part of the recording which is accessible to students and staff in this subject on Learn JCU

Student feedback on subject and teaching

As part of our commitment at JCU to improving the quality of our courses and teaching, we regularly seek feedback on your learning experiences. Student feedback informs evaluation of subject and teaching strengths and areas that may need refinement or change. YourJCU Subject and Teaching Surveys provide a formal and confidential method for you to provide feedback about your subjects and the staff members teaching within them. These surveys are available to all students through LearnJCU. You will receive an email invitation when the survey opens. We value your feedback and ask that you provide constructive feedback about your learning experiences for each of your subjects, in accordance with responsibilities outlined in the Student Code of Conduct. Refrain from providing personal feedback on topics that do not affect your learning experiences. Malicious comments about staff are deemed unacceptable by the University.
In response to previous student feedback and other data, the following enhancements to this subject have been made:

  • Word count for assignments rather than page numbers.

Subject resources and special requirements

All subject readings and resources, including journal articles, book chapters, websites, videos, print and eTextbooks, are available to view online from your Readings list via your LearnJCU subject site. Textbooks are listed in your Readings list, including links to library holdings. The JCU Library has limited print copies of prescribed textbooks for two-day loan, and options for viewing available eTextbooks online.
Additionally, you can find the most appropriate library subject resources, including dedicated discipline-specific Library Guides, relevant databases and access to library services and staff through the Your Library tool, in your LearnJCU subject site.
The main textbook is as follows:
International Marketing (2018) by Michael Czinkota, Ilkka Ronkainen, Catherine Sutton-Brady, and Nicole Stegemann. This book is published by Cengage Learning, Australia and the latest edition is the Asia-Pacific Edition (4th) edition.
This textbook is only available in eBook format.
You can purchase the ebook, along with Mindtap (which refers to the publisher’s online learning platform and additional resources such as quizzes) directly from Cengage, the publisher’s site: https://cengage.com.au/product/division/university/title/mindtap-for-czinkotas-international-marketing/isbn/9780170414036
MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access - 9780170414036
If you wish to use an earlier textbook / print edition, see the 2014 textbook International Marketing, 3rd Asia-Pacific Edition by the same authors: Michael Czinkotata, Ilkka Ronkainen, Catherine Sutton-Brady, Tim Beal and Nicole Stegemann.
Recommended reading includes titles such as:
Global Marketing by Svend Hollensen, Pearson Publishers. This is the 8th edition, published in 2019.
Masaaki Kotabe, Al Marshall, Sween Hoon Ang, Kathleen Griffiths, Ranjit Voola, Robin Roberts, Kristiaan Helsen (2014). International Marketing. This is the 4th Asia Pacific Edition, published by John Wiley & Sons Australia.
Global Marketing and Advertising: Understanding Cultural Paradoxes by Marieke de Mooij, published in 2018.
Global marketing strategy: an executive digest by B. Schlegelmilch and published in 2016.
The library has several textbooks on brand management that offer authoritative guidance on building global brands in a rapidly evolving modern marketplace, such as:
Kellogg on Branding in a Hyper-Connected World by Alice M Tybout and Tim Calkings (eds). Published by Wiley in 2019.
Beyond Advertising: Creating Value Through All Customer Touchpoints by Catharine Findiesen Hays and Yoram Wind. Published by John Wiley & Sons in 2016.
Digital book chapters, contemporary journal articles and textbooks are listed in the JCU (Talis) readings list.

Assessment details

Requirements for successful completion of subject

In order to pass this subject, you must:

  • Achieve an overall percentage of 50% or more
  • Demonstrate a reasonable attempt on all assessment items. Students who have completed less than 100% of the assessment will be subject to review by the College Assessment Committee which could result in an ‘X’ grade (Fail).
  • Students who have completed less than 80% of assessment requirements will receive an ‘X’ grade (Fail)
  • Demonstrate regular attendance and engagement with the content of this subject in accordance with student participation requirements as outlined above, including but not limited to any mandatory face to face attendance or online session participatory attendance.

Note that the bullet points above represent the JCU minimum passing requirement.
Assessment items and final grades will be reviewed through moderation processes (Learning, Teaching and Assessment Procedure, 3.6). It is important to be aware that assessment results “must always undergo final ratification for each study period. No single grade or mark represents a final result in a subject” (Learning, Teaching and Assessment Procedure, 3.7.4.).
Final results for this subject will be ungraded as described in the Student Results Policy.
Assessment in this subject may involve the use of Respondus with camera surveillance or webcams.  Respondus can record an assessment attempt, and that recording will be used for the investigation of cheating or any other conduct which may contravene JCU Policies and Procedures. Footage will only be accessed by persons authorised by the University to do so and may be shared with internal or external investigators. The footage constitutes personal information and will be stored and accessed in accordance with JCU’s Information Privacy Policy.

Feedback on student learning

Students will receive feedback in various forms throughout the term which will include:
Informal: worked examples, such as verbal feedback in class discussions
Formal: in writing, such as checklists (e.g. criteria sheets / rubrics) and written commentary (embedded comments in assignments via Grade Centre)
Direct: to individual students or the whole class, either in verbal form or through email, announcements and discussion forums on the subject site.

Assessment items

ASSESSMENT ITEM 1: [Oral Presentation]

Aligned subject learning outcomes SLO1: examine and describe the key drivers, risks and opportunities influencing global and international marketing practices;.
Course learning outcomes CLO1: Demonstrate essential knowledge and innovative thinking necessary for a careers in ever changing business and not-for-profit environments
CLO 7: Convey information and ideas through effective communication skills appropriate to diverse audiences
Group or individual Individual
Length Five minute (5) oral presentation
Weighting 15%
Due date During Online/Face to Face Tutorials in Week 4/.
A schedule of presentations will be developed by the lecturer and posted up to the assessment section of the learnjcu subject site; one presentation per student and each student will have time to absorb the learning and present after the topic has been covered. Presentation slide (s) MUST be uploaded to the assessment drop box before, the presentation takes place. Speaker notes are not required.

ASSESSMENT ITEM 1: DESCRIPTION
Scenario for oral presentation:
“You are working as a marketing intern for an export-oriented, food service business. It has a website and a store. You are approached by a consumer from a culture that is different to your own. What personal experience, if any, do you have of cross-cultural encounters – either from living, working, studying or holidaying overseas? How is your culture different from that of the customer’s culture? What cultural clashes could arise? What cultural factors should you be aware of as an international marketer and how might culture influence the service encounter?”
In your presentation, you are expected to draw on personal reflection and cultural frameworks and theories, such as the cultural universals framework covered in the textbook; Hofstede’s cultural values framework, or Edward Hall’s high context/low context cultural framework. Consider the verbal and non-verbal communication factors that might influence the service encounter.
Instructions:

  1. Prepare a presentation. The content and structure of the presentation will vary depending the cultural framework or theoretical approach you have selected, but in general, every presentation has an introduction, middle and conclusion.
  2. The presentation will be stopped if you go over time. Be prepared to answer a question from the lecturer or your peers.
  3. Upload the presentation slides to the assessment section of the subject site on Blackboard Ultra on the day of, but before, your presentation.
  • You are encouraged to dress in ‘business casual’ clothing (or perhaps in costume if the nature of your presentation requires it).
  • The order of the presentations will be decided by the lecturer and a schedule will be uploaded to the assessment section of learnjcu before the presentations are run.
  • You have creative control in deciding the style / look of your presentation (eg. Powerpoint slide, Prezi, Glogster, handout, video link, etc.).
  • Reading directly from notes or laptops during the presentation and failing to make eye contact with the audience, will lead to a reduction of marks (F2F presentations only).
  • Use the APA (American Psychological Association) style for in-text citations and referencing. The reference list can be placed in the last slide.

Instructions for doing an online presentation through Blackboard Collaborate
Every externally enrolled student is expected to present in synchronous mode, through a live Blackboard Collaborate/tutorial session. This experience will ensure that you are prepared for the shift to virtual meetings and presentations, and can also answer any questions or provide clarification on any points you raise.

  1. Blackboard Collaborate is a simple, convenient, and reliable web conferencing solution built for education and training. You need internet access (Broadband internet speed recommended) a web browser (Chrome recommended). Headphones/headsets are recommended since they block out background noises and have an inbuilt microphone. However desktop computers generally have good microphones too, so headsets are not compulsory.
  2. Under the ‘Online Tutorial Sessions’ of this subject site, there is a video explaining the Blackboard Collaborate Platform. A guide to accessing online lectures and tutorials is also available from JCU: https://www.jcu.edu.au/learn/guides/accessing-lectures-and-tutorials-online
  3. Student LearnJCU Help Guides are available online. See: https://www.jcu.edu.au/learn/guides
  4. Students are advised to email the slides, in pdf form, to the lecturer, at least one hour before the presentation, if you wish the lecturer to upload the slides on your behalf. This means that the slides for all presenters per session can be (a) uploaded by the lecturer before the Blackboard Collaborate session, and not during the session, which saves time, and (b) easily shared with the class. The pdf document should have your name on the file for ease of retrieval.
  5. As the presenter, you attend the session and talk about your topic. You need to check your audio and video settings after joining the Blackboard Collaborate session.
  • Externally enrolled students are encouraged to share their camera briefly during the introduction and then turn it off to avoid connectivitiy issues that may arise when using Blackboard Ultra.
  1. To avoid technical glitches, do not attempt to play video, since the frame-rate may become distorted. However, you can share a link in the chat box for people to watch later, or include the link in the file to be uploaded to the assessment dropbox on the subject site. Avoid using animations in your slides, restrict the number of slides (<5), and convert Powerpoints to PDFs. PDFs will make it easier for the lecturer/presenter to upload the slides as they are smaller than Powerpoint presentations. Furthermore, multiple presentations in a session can be uploaded as long as the total file size is less than 125 MB.
  2. If technical issues arise on the day, i.e., bad connection, the presentation will either be (a) rescheduled or (b) you will be asked to do a pre-recording, Powerpoint with audio, and upload the file (slides with audio) to the assessment dropbox.
  3. Please email any technical questions you may have (i.e., uploading files, using the Apple platform, using Blackboard Collaborate etc.) to Business Online (businessonline@jcu.edu.au) or the IT helpdesk and not your lecturer.
  4. You will be given moderator status. Instructions for lecturers/moderators are available from JCU and the link here covers the full features of Blackboard Collaborate. See: https://www.jcu.edu.au/learn/staff-news/webinar-communicate-with-collaborate

Useful Information:
Practice and rehearse timing.
Ensure a good balance between written and visual content.
Do not read verbatim from your notes or the slides.
Pay attention to design. Check spelling, grammar, punctuation.
Thinks of creative ways to involve the audience.
ASSESSMENT ITEM 2: [RESEARCH REPORT – Market Analysis for an SME]

Aligned subject learning outcomes
  • SLO1: examine and describe the key drivers, risks and opportunities influencing global and international marketing practices;
Course learning outcimes CLO1: Demonstrate essential knowledge and innovative thinking necessary for a careers in ever changing business and not-for-profit environments
CLO6: Apply critical thinking and problem-solving strategies in disruptive domestic and global business contexts
CLO9: Evaluate and apply ethical, sustainable and social responsibility in professional practice and decision making
Group or individual Individual
Weighting 40%
Word count: 2,500 words, excluding appendices and references.
Due date [Friday 31st December at 6pm] Week 7

ASSESSMENT ITEM 2: DESCRIPTION
Aim: The aim of this assessment is to critically evaluate the environmental factors (political-legal, economic and cultural) influencing international marketing planning. You are assuming the role of a consultant who is asked to prepare a briefing document for the owner-manger of an enterprise.
Instructions:

  1. Select a small to medium sized enterprise (SME) based in Australia or Singapore and one (1) foreign market. A list of SMEs and markets will be made available on learnjcu and you must select an option from this list (see the assessment section of the subject site).
  2. Definitions of SMEs vary. For taxation purposes, the Australian Taxation Office defines a small business as one that has annual revenue turnover (excluding GST) of less than $10 million. The Australian Bureau of Statistics (ABS) definitions are different, with a micro-business employing between 0-4 persons; a small business, between 5-19 persons; a medium business, between 20 and 199 persons; and a large business employing 200 or more persons.There are three main criteria to be considered an SME in Singapore. 1) Be registered and operate in Singapore. (2) Have a minimum of 30 per cent local shareholding (3) Company’s Group annual sales turnover should be not more than S$100 million OR Company’s Group employment size should be no more than 200 workers.
  3. In your selection consider the competitive advantages enjoyed by the foreign economies the company wishes to enter. The overseas market does not have to be completely new to the organisation, i.e., the organisation you pick may have a presence the country you wish to explore in your academic assignment. You are still free to select it, and if it is a large market, then you may be able to target a different region, province or even city.
  4. You should use the same SME and foreign market for the two assessments since the second one builds on the analysis conducted for the first assessment.
  5. Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references. Ensure the report is structured and includes headings and sub-headings.

Report outline
The report format should adhere to professional, report writing conventions, with:

    • Executive summary
    • Table of contents
    • Introduction
    • Company profile: a company profile should capture the scope of its operations – what it does; why it exists (i.e., its vision or mission statement if available), give some indication of its performance to date in the marketplace and reason for international marketing expansion.
    • Cross-country analysis: political-legal; economic and cultural.
    • Market potential analysis (growth rate, key trends, strength of competition)
    • Market entry strategy (i.e. entry mode recommended, such as exporting, franchising, strategic alliance, etc.).
    • Recommendation: go/no go decision; entry or delayed entry. Include a weighted score model.
    • References
    • Appendices.

A weighted scoring model
Include a table proposing a simple, weighted score for each of key variables, political-legal, economic and cultural. A weighted scoring model (or a weighted scorecard) is a technique used for weighing certain decisions. Create a table listing variables in one column. Make a value judgement as to which variable will carry the most weight. Assign a weight (out of 100%) to each variable. Then score the selected country on each of these variables to calculate the total score. This will help you recommend a go/no go decision. See assessment section of subject site for an example and refer to this link for template ideas https://www.google.com/search?rlz=1C1CHBD_en&q=Weighted+scoring+model+template&sa=X&ved=2ahUKEwi488zDw6PxAhVVKysKHfiMAewQ1QIwGHoECBYQAQ&biw=1745&bih=881
References
Use the APA (American Psychological Association) style of referencing. A minimum of five (5) academic references are required. Only work cited in the text should be included in the reference list. Personal communication should be cited, but should not be included in the list of references. Do not use a string of citations. Each reference should be characterised individually in the report and it should be clear to the reader that the citation/reference used is relevant and used correctly.
Referencing guides for APA, 7th edition. See: https://libguides.jcu.edu.au/apa/socialmedia
https://libguides.jcu.edu.au/apa
Useful Information:
Allow time to rewrite and proof-read the work and do a spell-check and a grammar-check.
Always keep back-up copies of your work.
Use 1.5 line spacing, justified text, margins: 2.5 cm; typeface: any type, 10-12 size, and number pages in the report.
An executive summary and table of contents is required.
The executive summary is not an introduction and should be a concise but complete summary of the entire report.
Ensure a student name/number is on the assignment.
Please refrain from using the “cut and paste” shortcut, where figures and tables are directly copied from textbooks, the lecture slides, blogs, etc, since the material is subject to copyright protection, and copied items are generally difficult to read and are not suitable for a professionally written report. Adapt/recreate useful items from scratch, citing the source of the data.
Use headings and subheadings in the report.
When using tables or figures, refer to the item by number: ‘… as shown in Figure 1.’ Each visual must be numbered and titled, and placed close to the paragraph where it is first referenced.
ASSESSMENT ITEM 3: [Project Plan – ENTRY PLAN FOR AN SME]

Aligned subject learning outcomes SLO2: apply marketing skills and knowledge to recommend innovative marketing strategies and programs for an international organisation.
Course learning outcimes CLO1: Demonstrate essential knowledge and innovative thinking necessary for a careers in ever changing business and not-for-profit environments
CLO6: Apply critical thinking and problem-solving strategies in disruptive domestic and global business contexts
CLO9: Evaluate and apply ethical, sustainable and social responsibility in professional practice and decision making
Group or individual Individual
Weighting 45%
Word count: 2,500 words, excluding appendices and references.
Due date [Friday 21st January at 6pm] Week 10

ASSESSMENT ITEM 3: DESCRIPTION
Aim: the aim of this assessment is to propose and justify an international marketing mix strategy to meet the needs of non-domestic consumers in an export/foreign market.
Instructions:

  • Develop an international marketing mix strategy for the SME and foreign market customers, previously selected for assessment 2.
  • Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references.
  • Ensure the report is structured using headings and sub-headings. The report format should adhere to professional, report writing conventions, with:
    • Executive summary
    • Table of contents
    • Introduction
    • International product strategy (i.e., quality level, features, product line or mix, brand logo, third party certifications, language of the product package, ingredients, design, use of colour, adaptation of product)
    • International pricing strategy (i.e., considering the impact of local sales taxes, tariff barriers, inflation, currency fluctuations on pricing)
    • International distribution strategy (i.e., channels of distributon, logistics)
    • International marketing communications (i.e., convincing people to buy the product; advertising, social media marketing, sales promotion, adaptation according to local rules and regulations or cultural norms, country of-origin effect)
    • The services marketing mix (i.e., cross cultural training of personnel, adaptation of processes or physical cues if applicable, level of customer service or after sales service)
    • References
    • Appendices.
  • Appendices: provide visual evidence of anything related to the international marketing of the product/service/brand you have selected (eg., screen capture from a website, product shot, advertising collateral, social media post, newspaper article, post by an influencer, breaking news item, etc.).
  • Keep a portfolio of advertising collateral during the term and place key materials in the appendices.

Tips
See tips given for the first assessment.
Do a Google search and visit Export Awards – Australian Export Awards (https://www.exportawards.gov.au/) for information on why certain companies succeeded, or examine Australian advertising agencies (i.e., Ogilvy, the Monkeys, etc.) to get ideas on marketing communications and success stories in foreign markets.

Submission and return of assessment

Submission of assessment

All assessments (i.e., reports, presentation slides) must be uploaded to the relevant assessment item section of the LearnJCU subject site. Ensure your name is on the assessment.
Assessments must be submitted on the due date specified in this subject outline.
Safe Assign is used to check for plagiarism and you can check your work before submitting the final assessments to the digital dropboxes for marking. Multiple copies can be uploaded.
If you have trouble submitting large files, then read the “how-to-guides” on learnjcu or contact Business Online (businessonline@jcu.edu.au) for technical assistance.

Late submissions

Note that the Learning, Teaching and Assessment Procedure (3.1.8d) outlines a uniform formula of penalties imposed for submission of an assessment item after the due date. This formula is 5% of the total possible marks for the assessment item per day including part-days, weekends, and public holidays. If submitted after 20 days, the assessment item thus would be awarded 0 marks (i.e. 5% x 20 = 100% of total possible marks in penalties). For assessment items weighted 0%, and submitted after 10 days a DNS grade is awarded.
If due to extenutating circumstances you are unable to submit an assessment by the due date, email your lecturer prior to the due date and request an extension, include your justification for seeking an extension.

Special Consideration (including deferrals and extensions)

JCU’s Special Consideration Procedure encourages students to access equity measures if they are affected by extenuating circumstances while undertaking the subject. All students must make themselves available for assessments and examinations at the scheduled times and will not be granted an extension or a deferral for an assessment item due to previously scheduled commitments such as weddings or holidays.

Declaration of Assessment

Students are required to lodge all non-examination items of assessment with the Assessment Declaration available through LearnJCU. The Assessment Declaration contains statements relating to academic integrity under the Coursework Academic Integrity Policy and Procedures. All instances of academic misconduct are treated very seriously by the University and students may be severely penalised for committing any form of academic misconduct.

Return of assessment and feedback

Outline procedures for the return of student work and provision of feedback.
The requirements for an assessment’s return date, time and manner will be determined by the Subject Coordinator in line with the JCU Learning, Teaching and Assessment Procedure. Feedback will be given, and students can discuss their assessment with the marker as per clause 3.5 of the Learning, Teaching and Assessment Procedures. Students will be informed of their grade for every component of assessment in the subject under clause 3.5.1 and 3.5.2 of the Learning Teaching and Assessment Procedures.
 

Review of assessment

Students can seek a review of individual assessment pieces through the process contained in clause 3.8 of the Learning, Teaching and Assessment Procedures.
Students can seek a review of the final subject result through the process contained in the Review and Appeal of a Final Subject Result Procedure.
Please see the Current Students webpage for links to all student resources and support services to optimise your academic and personal success.
Please see the Learn Student Guide webpage for general advice on plagiarism, referencing and examinations. Here, you can also access individual and group assessment task cover sheets.

Subject calendar

Week beginning Lectures: Tuesdays from 1.00-2.50pm
Topics
Preparation/Readings Tutorial Activity Relationship to assessment
8-11-2021
1
Topic 1: Introduction to International Marketing
Topic 1b: Building the Knoweldge Bas
Reading of textbook, chapter 1
Review subject outline and assessment deadlines.
NO TUTORIAL
15-11-2021
2
Topic 5: The Cultural Environment Reading of textbook chapter 5 Topic: The cultural environment. Case Study assigned in Learn JCU tutorial folder.
Breifing on Assessment 1
Supports Assessment 1, 2, 3
22-11-2021
3
Topic 2: The Economic Environment.
Topic 3: Trade Institutions and Trade Policy.
Reading of textbook, chapter 2 and chapter 3. Assessment 1: Oral presentations Supports Assessment 2, 3,
29-12-2021
4
Topic 4: The Political and Legal Environment Reading of textbook chapter 4 Assessment 1 : Oral presentations Supports Assessment 2, 3
6-12-2021
5
Topic 6: Building the Knowledge Base: International Marketing Research
Topic 7: Foreign Market Entry
Reading of textbook chapter 6 and chapter 7 Assessment 1: Oral presentations
Briefing on Assessment 2
Supports Assessment 1, 2, 3
20-12-2021
6
Topic 8: Global Distribution and Logistics Reading of textbook chapter 8 and chapter 9 Topic: The Economic Environment, Trade Institutions and Trade Policy. Case study assigned in Learn JCU tutorial folder Supports Assessment 2, 3
27-1-2022
7
Topic 9: Product Policy and Adaptation in International Markets.
Topic 10: Product and Brand Management in International Markets
Reading of textbook chapter 10 and chapter 11. Topic: The political and legal environment. Case study assigned in Learn JCU tutorial folder Supports Assessment 2, 3
3-1-2022
8
Topic 11: Services Marketing and the Digital Age. Reading of textbook, chapter 11 Topic: Product and Brand Management & Global Distribution and Logistics – Case Study assigned in Learn JCu tutorial folder
Services Marketing and eCommerce
Briefing on Assessment 3
Supports Assessment 3
10-1-2022
9
Topic 12: International Marketing Communications
Topic 13: Global eCommerce and Social Networks
Reading of textbook chapter 13 and 14. Topic: Services Marketing and the Digital Age /International Marketing Communications and Social Networks – Case Study assigned in Learn JCU tutorial folder Supports Assessment 3
17-1-2022
10
Topic 14: Pricing in International Markets. Reading of textbook chapter 12
Summary
Topic: Pricing in International Markets – Case sudy assigned in Learn JCU tutorial folder Supports
Assessment 3
REVISION/EXAM 24TH JANUARY 2022 – 31ST JANURARY 2022 –REVISION/RECESS
1ST FEBRURY 2022 – 4TH FEBRUARY 2022 – PUBLIC HOLIDAY
7TH FEBRUARY 2022 – 18TH FEBRUARY 2022 – EXAM PERIOD

RUBRICS

Assessment Task 1: Rubric for Oral Presentation

Criteria High distinction
85-100%
Distinction
75-84
Credit
65-74%
Pass
50 to 64%
Fail
0 to 49%
Theory Integration & Application
Explain, integrate and apply relevant international marketing theory / concepts to address questions in a particular cultural context using international marketing terminology. Marks: 20
SLO1,
CLO 1, 7
The correct theories and concepts are explained, integrated and applied to the questions in an insightful manner. Answers are comprehensive. Demonstrates understanding and critical application of international marketing related terminology. The correct theories and concepts are explained, integrated and applied to the questions. Answers are comprehensive. Demonstrates understanding and critical application of international marketing related terminology. The main theories and concepts are adequately explained, integrated and applied as required to address questions. Answers are concise with good elaboration. Use of subject terms in an appropriate manner. As a minimum, the main theories and concepts are introduced but limited integration and application to address questions is evident. Answers are sufficient, with limited elaboration in context. Some use of subject terms. The main theories and concepts were not adequately identified and applied to address questions. Answers are insufficient, with no elaboration in context. Limited use of subject terminology.
 
Organisation of Content
Clear, concise & logical flow; captivating sequence to engage audience; synergy to the overall presentation.
Marks: 5
SLO1,
CLO 1, 7
Demonstrates the ability to develop and organise content in a logical and captivating sequence to engage the audience. Efficient and effective delivery in the allotted time. Demonstrates the ability to develop and organise content in a logical sequence. Efficient and effective delivery in the allotted time. Demonstrates an ability to develop and organise content in a manner which the audience can follow. Delivery in the allotted time. Demonstrates a basic ability to develop and organise content in a mostly logical sequence which the audience can mostly follow. Delivery is adequate, but went overtime and/or some sections were rushed to deliver information in allotted time. Demonstrates limited ability to develop and organise content resulting in audience having difficulty following the sequence of information. Poor delivery, went overtime and/or rushed to deliver some information in allotted time.
Visual Aids/ Support Materials
Visual aids relevant, clear, uses good design principles; supports presentation; free from grammatical errors & content referenced.
Marks: 20
SLO1,
CLO 1, 7
Demonstrates creative use of visual aids, based on sound design principles (successful balance between written /visual), that supports the presentation. Demonstrates effective use of visual aids, based on sound design principles (successful balance between written /visual), that supports the presentation. Demonstrates some use of visual aids based on basic design principles (easy to read; appropriate amount of text), that assists the presentation. Several language errors. Demonstrates limited use of visual aids that assists the presentation. Some spelling or grammatical errors. Demonstrates little or no use of visual aids, using very basic design principles (not easy to read; too much text), that rarely supports the presentation and has several spelling and grammatical errors.
APA referencing
Weight: 5
SLO 1, CLO 1, 7
Accurate & complete APA referencing. Accurate & complete APA referencing. Minimal errors. Some APA referencing errors. Several APA referencing errors. No APA referencing or numerous errors.
Presentation Delivery – Verbal & Non-Verbal
Professional business delivery; including – audience interaction (for F2F presentations), voice projection, speaking pace, pronunciation. High level of eye contact (for F2F presentations) and presented in a confident, engaging & enthusiastic manner; appropriate attire & demeanour (for F2F presentations).
Marks: 50% SLO1, CLO 1, 7
Demonstrates an ability to deliver a professional presentation that generates and maintains a high level of engagement with the audience using persuasive verbal and/or non-verbal cues. Professional attire and demeanour. Demonstrates an ability to deliver a professional presentation that generates a high level of engagement with the audience using persuasive verbal and/or non-verbal cues. Professional attire and demeanour. Demonstrates an ability to deliver a professional presentation that mostly generates engagement with the audience using verbal and/or non-verbal cues. Professional attire and demeanour. Demonstrates a basic ability to deliver a presentation that generates some engagement with the audience using basic verbal and/or non-verbal cues. Attire and demeanour is satisfactory. Demonstrates a limited ability to deliver a presentation, reads verbatim from notes, and the presentation is lacking in audience engagement and the use of verbal and/or non-verbal cues are below an acceptable standard. Attire and demeanour is not of a professional standard.
TOTAL

Assessment Task 2: Rubric for Research Report (Market Analysis for an SME)

Criteria High Distinction 85-100% Distinction 75-84% Credit 65-74% Pass 50 to 64% Fail 0 to 49%
Executive summary
Weight: 5%
SLO 1
CLO 1, 6, 9
The executive summary contains innovative ideas; is expressed with clarity; is comprehensive but also concise, and leaves a strong impact on reader. The executive summary has some innovative ideas, is expressed with clarity; is comprehensive but also concise, and leaves an impact on reader. Executive summary is clear, concise and is a sound synopsis of report. Executive summary is generally clear and concise, with some attempt to provide a synopsis of report. Weak or no executive summary, lacks clarity, little or no synthesis of information, or summary of the research conducted.
Understanding and analysis of market entry mode
Weight: 20%
SLO 1
CLO 1, 6, 9
The main theories and concepts are explained very well; integrated and critically analysed, and applied to the chosen organisation. The main theories and concepts are explained well; integrated and critically analysed, and applied to the chosen organisation. The main theories and concepts are explained, integrated and applied to the chosen organisation. The main theories and concepts are introduced but with limited integration and application to the chosen organisation. The main theories and concepts were not adequately introduced, explained and applied to the chosen organisation.
Organisational profile and market potential analysis
Weight: 20%
SLO 1
CLO 1, 6, 9
In-depth analysis. Synthesis of information from relevant and quality sources. Insightful and effective evaluation of the organisation and market potential Synthesis of information from relevant, high quality sources. Effective evaluation of the organisation and market potential. Synthesis of information from relevant sources. Sound evaluation of the organisation and market potential analysis. Basic synthesis of information from relevant sources. Basic evaluation of the organisation and market potential analysis. Limited or no synthesis of information. Limited or inaccurate analysis of the organisation and market potential analysis.
Environmental analysis: political, legal, economic, cultural and recommendation
Weight: 30%
SLO 1
CLO, 1, 6, 9
Demonstrates insightful analysis that links logically to the organisation and to broader international marketing theory.
Go/no go decision is justified exceptionally well,
Analysis links logically to the organisation and to broader international marketing theory.
Go/no go decision is justified very well.
Produces an analysis that links to the organisation and has links to broader international marketing theory.
Go/no go decision is justified
Applies rudimentary thinking and analysis has some links to broader international marketing theory, although inaccuracies are evident.
Go/no go decision is somewhat justified
Analysis is weak and provides limited applicability to the organisation and it not linked to broader international marketing theory.
Go/no go decision is poorly/ not justified
Report Writing Style and Presentation
Weight: 10%
SLO 1.
CLO 1, 6, 9
Demonstrates creative application of style and conventions particular to a professional report (including presentation, structure, style of writing, use of tables).
Uses language that conveys meaning to readers with eloquence, clarity and minimal errors.
Demonstrates very good application of style & conventions particular to a professional report (including presentation, structure, style of writing, use of tables).
Uses language that conveys meaning to readers with clarity and minimal errors.
Demonstrates sound application of style & conventions particular to a professional report (including appropriate presentation, structure, style, use of tables).
Uses language that conveys meaning to readers with clarity, but with some errors.
Demonstrates basic application of style & conventions particular to a professional report (including appropriate presentation, structure, style, use of tables).
Uses language that generally conveys meaning to readers, although writing may include several errors (such as spelling mistakes or grammatical errors).
Demonstrates little or no evidence of suitable style & conventions particular to a professional report (including presentation, structure, style, use of tables).
Language used is not clear/ does not convey meaning to readers. It contains frequent grammatical errors.
Research Evidence
Weight: 10%
SLO 1
CLO 1, 6,9
Draws upon relevant, reliable and current evidence from a wide range of sources.
Resources are fully exploited and highly integrated into the analysis in an original manner.
Draws upon relevant, reliable and current evidence from a range of sources.
Resources are exploited very well and integrated very well into the analysis
Draws upon relevant, current and reliable evidence.
Resources are exploited and integrated into the analysis
Basic use of relevant research evidence to support ideas; limited sources used.
Resources are somewhat exploited and integrated into the analysis in a basic manner
Key ideas are not supported with relevant research evidence, limited or no sources used.
Resources are poorly exploited and poorly integrated into the analysis
APA style of referencing.
Weight: 5%
SLO1
CLO 1,6,9
Accurate and complete APA referencing. Accurate and complete APA referencing, minimal errors. Generally accurate APA referencing, some errors Several APA referencing errors. Not in APA referencing format or numerous errors.

Assessment Task 3: Rubric for Project Plan (Entry Plan for an SME)

Criteria High Distinction 85-100% Distinction 75-84% Credit 65-74% Pass 50 to 64% Fail 0 to 49%
Executive summary
Weight: 10%
SLO2
CLOS 1, 6, 9
The executive summary contains innovative ideas; is expressed with clarity; is comprehensive but also concise, and leaves a strong impact on reader. The executive summary has some innovative ideas, is expressed with clarity; is comprehensive but also concise, and leaves an impact on reader. Executive summary is clear, concise and is a sound synopsis of report. Executive summary is generally clear and concise, with some attempt to provide a synopsis of report. Weak or no executive summary, lacks clarity, little or no synthesis of information, or summary of the research conducted.
International Marketing Plan
Weight: 65%
SLO 2
CLO, 1, 6, 9
Demonstrates insightful, creative, well-justified and logical marketing plan options that link logically to the organisation and to broader international marketing theory. International marketing plan options are creative and justified, link logically to the organisation and to broader international marketing theory. Produces marketing plan options, that link logically to the organisation and have some links to broader international marketing theory. Applies rudimentary thinking to recommend options for the organisation; some links to broader international marketing theory, although inaccuracies are evident. Failed to identify relevant options, or options provide limited applicability to the organisation and are not accurately linked to broader international marketing theory.
Report Writing Style and Presentation
Weight: 10%
SLO2
CLO 1, 6, 9
Demonstrates creative application of style and conventions particular to a professional report (including presentation, structure, style of writing, use of tables).
Uses language that conveys meaning to readers with eloquence, clarity and minimal errors.
Demonstrates very good application of style & conventions particular to a professional report (including presentation, structure, style of writing, use of tables).
Uses language that conveys meaning to readers with clarity and minimal errors.
Demonstrates sound application of style & conventions particular to a professional report (including appropriate presentation, structure, style, use of tables).
Uses language that conveys meaning to readers with clarity, but with some errors.
Demonstrates basic application of style & conventions particular to a professional report (including appropriate presentation, structure, style, use of tables).
Uses language that generally conveys meaning to readers, although writing may include several errors (such as spelling mistakes or grammatical errors).
Demonstrates little or no evidence of suitable style & conventions particular to a professional report (including presentation, structure, style, use of tables).
Language used is not clear/ does not convey meaning to readers. It contains frequent grammatical errors.
Research Evidence
Weight: 10%
SLO 2
CLO 1 ,6,9
Draws upon relevant, reliable and current evidence from a wide range of sources.
Resources are fully exploited and highly integrated into the analysis in an original manner.
Draws upon relevant, reliable and current evidence from a range of sources.
Resources are exploited very well and integrated very well into the analysis
Draws upon relevant, current and reliable evidence.
Resources are exploited and integrated into the analysis
Basic use of relevant research evidence to support ideas; limited sources used.
Resources are somethat exploited and integrated into the analysis in a basic manner
Key ideas are not supported with relevant research evidence, limited or no sources used.
Resources are poorly exploited and poorly integrated into the analysis
APA style of referencing.
Weight: 5%
SLO 2
CLO 1,6,9
Accurate and complete APA referencing. Accurate and complete APA referencing, minimal errors. Generally accurate APA referencing, some errors Several APA referencing errors. Not in APA referencing format or numerous errors.