INTERNATIONAL MARKETING STRATEGY

Year	No.	Offer	Mode	Description			Cred. Pts
96	55302 	S1  	X 	INT MARKETING STRATEGY    	1.00

Contents

• Staffing
• Rationale
• Synopsis
• Objectives
• Topics
• Texts
• Recommended References
• Assessment Details
• Other Requirements

STAFFING:

RATIONALE:

International trade is crucial for a country's future. The limited size of Australia's domestic market means that business is reluctant to spend money on R & D, unless the product is to be sold overseas. Further, there is no better way of addressing the balance of payments problem than increasing exports. Overseas markets offer not only profits, but an opportunity to gain valuable knowledge of new technologies, marketing skills and other business techniques, that may be translated to the domestic market. International marketing helps a firm in improving efficiency, spreading risks, making full use of production capacities, etc. Skills in developing and implementing international marketing strategies are essential in improving a country's business competitive position overseas. The unit will show how optimal strategies contribute to business benefiting from the marketing opportunities overseas, particularly in the Asia Pacific countries. Students will be expected to fully utilize their knowledge of management and marketing gained in undergraduate courses.

SYNOPSIS:

This  unit  consists  of four (4) main sections:   (a)  Rationale  for
strategic   planning   in   international  marketing;   (b)   Business
environment   in   the  Asia  Pacific  region;  (c)   Formulation   of
International  marketing  strategy;  and  (d)  Implementation  of  the
strategy.

This  unit relates a company's internal resources to the domestic  and
international environment in order to develop international  marketing
strategies  that  explore the most attractive market opportunities  in
the  Asia  Pacific  region.  Much emphasis is put  on  the  successful
formulation and implementation of the strategies.

OBJECTIVES:

Successful completion of this unit will enable a student to:

1. monitor and evaluate the changes in the business environment overseas, particularly in the Asia Pacific region;
2. identify overseas marketing opportunities;
3. match an organisation's resources (marketing and non- marketing) with the opportunities;
4. set measurable and achievable marketing objectives in foreign markets;
5. develop an optimal international marketing strategy/strategies that match the organisation's resources and marketing opportunities;
6. manage the implementation of the international marketing strategies including corrective action(s) if required;
7. understand and evaluate the implications of national culture generally on an international marketing strategy.

TOPICS:

 Description                                                    Weighting(%)

Going International: An Introduction to                               10.00
International Marketing

Environment of International Marketing I:                             8.00
Economic and Regional Market Characteristics

Environment of International Marketing II:                            8.00
Cultural Environment

Environment of International Marketing III:                           8.00
Legal and Political Dimensions

Environment of International Marketing IV:                            8.00
Marketing Information Systems and Research

Formulating International Marketing Strategies:                       8.00
Entry and Positioning, and Competitive Analysis

Formulating International Marketing Strategies:                       8.00
Product Decisions

Formulating International Marketing Strategies:                       8.00
Pricing Decisions

Formulating International Marketing Strategies:                       8.00
Distribution Decisions

Formulating International Marketing Strategies:                       8.00
Promotion Decisions

Formulating International Marketing Strategies:                       8.00
Export Marketing

Implementation of International Marketing                             10.00
Strategies: Organisation and Control

TEXT and MATERIALS to be PURCHASED:

RECOMMENDED REFERENCE MATERIALS:

Nil

ASSESSMENT DETAILS:

No	*F/S	Marks		Due		Description					Wtg(%)		LBL
1 	S 	20.00   	25/03/96	WRITTEN CASE ANALYSIS 1                 	20.00   	Y
2 	S 	40.00   	20/05/96	PROJECT                                 	40.00   	Y
3 	S 	40.00   	END S1  	3 HOUR END OF SEMESTER EXAMINATION      	40.00   	N

OTHER REQUIREMENTS:

1       To   obtain   a   pass  in  a  unit,  students  must   perform
        satisfactorily in overall assignment work and the examination.
2       The  due  date of an assignment is the date by which a student
        must  despatch  the  assignment  to  the  University,  and  is
        normally that defined in the relevant unit specification.  The
        onus is on the student to provide, if requested, proof of date
        of despatch.
3       Students  should  organise their affairs to ensure  that  they
        meet due dates for all assignments. Extensions will be granted
        only  under  exceptional  extenuating circumstances,  normally
        involving a significant medical condition.
4       Students   may  apply for an assignment extension   either  by
        application  through DEC before the due date or  by  including
        application with the submitted  assignment after the due date.
        Such applications should be in writing  and include supporting
        documentary evidence.  The authority  for granting  extensions
        rests with the relevant Unit Leader.
5       All assignments despatched after due dates without appropriate
        extension approvals or after approved extension dates will  be
        penalised  up  to a maximum of  20% of the assigned  mark  per
        work day.
6       Students must retain a copy of all assignments which  must  be
        provided if/when required by the Unit Leader.
7       Unit  weightings  of  topics  should  not  be  interpreted  as
        applying to the number of marks allocated to questions testing
        those topics in an examination paper.