International Marketing
Unit code: LBM305
| Credit points | 12.5 Credit Points |
| Duration | One Semester |
| Contact hours | 36 hours over the teaching period (normally 3 hour per week) |
| Campus | Hawthorn |
| Prerequisites |
Related course(s)
Effective from 2010
This is a prescribed unit of study in the Business Major/s. It may also be undertaken as a unit of study in any other Swinburne degree program, subject to the prerequisite and degree requirements.
Aims and objectives
This unit aims to provide students with the knowledge to enable them to understand the concept of Transnational (aka International) Marketing, how it fits within the overall corporate structure and strategy and how it enables organisations to realise offshore opportunities. The unit will look at analysis of potential market/s, available strategies for entry, and the decision-making and implementation of transnational marketing strategy and practice.
At the completion of this unit, students should be able to:
• Demonstrate what is meant by internationalisation of an organisation
• Demonstrate knowledge of classical and current research in international marketing
• Identify the forces in international markets
• Identify Political & Economic influences
• Identify Socio/Cultural and Technological influences
• Demonstrate an ability to assess feasibility of extending a product/service into an overseas market
• Demonstrate an ability to analyse research findings
• Develop logical arguments well supported by facts and/or theory
• Demonstrate an ability to convey research findings clearly, succinctly and logically
• Demonstrate research skills by identifying relevant secondary sources
• Be aware of local and international environments in which they will be contributing (e.g. socio-cultural, political/legal, technological, economic, and natural)
• Understand the transnational Macro and Micro-environments in which an organisation operates
Teaching methods
This unit will be taught in a variety of modes including face to face, online, distance and blended modes. Delivery of this unit may be through a mixture of lectures, tutorials, laboratories, seminars and online.
Generic skills outcomes
This unit will provide discipline-based knowledge and professional capabilities and experiences contributing to students progress in attaining generic skills such as:
• teamwork skills
• analysis skills and problem solving skills
• communications skills
• ability to tackle unfamiliar problems and ability to work independently
Content
Topics to instill a thorough knowledge of Transnational Marketing issues will be explored. These will include:
• SPENT (Socio/Cultural, Political, Economic, Natural & Technological) factors
• International market research
• International Segmentation and Positioning
• Market entry modes
• Product/service strategy
• Distribution strategy
• Pricing strategy
• Promotion strategy
• Trends in International Marketing
