HELP University College

Faculty of Business, Economics and Accounting

Department of Business Studies

INTERNAL SUBJECT OUTLINE

Semester 3, 2010 (201090)

MKT260 International Marketing

Subject Lecturer / Tutor Sumathi Paramasivam

Telephone 603-20961511
Fax 603-20947835
Email sumathip@help.edu.my

Class Contact Please refer to timetable

Consultation (by appointment)

SUBJECT DETAILS

TEACHING STAFF

Sumathi Paramasivam is with the Business Studies Department, HELP University College. She lectures in the
areas of International Business Management, Marketing Research, Service Operations Management and Buyer
Behaviour. Prior to this, she has held several positions in the distinctive areas of marketing, management and
education.

SUBJECT LEARNING OUTCOME:

Upon completion, the student would be able to:

 Be able to analyse elements of the international environment and their inter-relationship and
understand their relevance to international marketing strategies ;
 Be able to identify international marketing opportunities and threats ;
 Be able to plan, implement and control international marketing strategies ;
 Be able to formulate effective strategies for international marketing, including market entry and
marketing mix strategies; and
 Be able to understand the changing role and mode of international marketing

PRESCRIBED TEXTBOOK

Cateora, P. R., Gilly, M. C. & Graham, J. L. (2005). International marketing (12th ed.). New York : The
McGraw-Hill Companies.

RECOMMENDED TEXTS

Fletcher, R., & Brown, L. (2008). International marketing: An Asia-Pacific perspective (4th ed.). Prentice
Hall.

Czinkota, M. R., & Ronkainen, I. A. (2004). International marketing (7th ed.). Mason OH : Thomson /
South-Western .

Hill, C. W. L. (2006). Global business today (4th ed.). New York : McGraw-Hill Irwin.

Jain, S. C. (2001). International marketing (6th ed.). Cincinnati , Ohio : South-Western College
Publishing.

Onkvisit, S., & Shaw, J. J. (2004). International marketing: Analysis and strategy (4th ed.). New York
: Routledge.

Schultz, D. E., & Kitchen, P. J. (2000). Communicating globally: An integrated marketing approach.
Basingstoke : Macmillan.

Terpstra, V., & Sarathy, R. (2000). International marketing (8th ed.). Chicago : The Dryden Press.

Usunier, Jean-Claude. (2000). Marketing across cultures. New York : Prentice Hall.
 SUBJECT PROGRAM

Week Commencing Topic/Assessment

1 15 November Topic 1: Globalisation & international marketing

2 22 November Topic 2: The international economic & financial

environment

2 22 November Topic 3: Culture and international marketing

3 29 November Topic 4: The international political and legal

environment

3 29 November Topic 5: Contemporary issues in international marketing

4 6 December Topic 6: International market research

4 6 December Topic 7: International marketing planning

5 13 December Topic 8: International market selection and entry

6 20 December Topic 9: Distribution in the international arena

7 27 December Topic 10: Products and the overseas market

7 27 December Topic 11: Marketing services overseas

8 3 January Topic 12: Pricing in the international arena

9 10 January Topic 13: Strategies for international success

ASSESSMENT

There are in total THREE (3) assessment items for this subject.

Assessment Items Value Due Date

1. Assignment 1 20 % 10 December 2010

2. Assignment 2 40% 13 January 2011

4. Final Examination 40% 17 January – 29 January 2011

REQUIREMENTS

To gain a pass in this subject, students must:

 Achieve a passing grade in the final examination i.e. score a minimum of 20 marks out of 40.
 Attempt ALL areas of assessment; and
 Achieve a total result of 50% or better overall.

ASSESSMENT DETAILS

Assignment 1

Due date: 10 December 2010

Value: 20%
Length: Approximately 3000 words with a maximum of 3500 words

Rationale

This assignment is designed to recognize the impact of various factors in the international business environment on
all business operations and, in particular, businesses which operate across borders.

Assessment Task

You are required to undertake a country factor analysis in the international business context by choosing a
product/service from your home country and industry to justify the attractiveness of another country in aspects of
political, economic, legal, cultural, social, technological and/or ethical systems.

Your submission should take the form of a business report and include an executive summary. You should attach
any relevant appendices to the assignment.
Assessment Criteria

The following criteria will form the basis of allocation of marks for this assignment.

Criteria Marks
Executive Summary 10
Introduction 10
Political 10
Economic 10
Legal 10
Cultural 5
Social 5
Technological 5
Ethics 5
Conclusion 5
Analysis 10
Presentation 10
Referencing 5
TOTAL 100

Assignment 2

Due date: 13 January 2011

Value: 40%
Length: Approximately 4000 words with a maximum of 4500 words

Rationale

This assignment is designed to assess your understanding of international business strategies, requiring you to
investigate and explain what factors would significantly impact on a local firm’s decision to enter a particular
foreign country and the choice of an appropriate entry mode.

Assessment Task

You are to form a group of four people and to formulate an international business expanding plan focusing on entry
strategy and operational strategy for a selected product in a targeted country. The aim of this project is to help you
think strategically and apply what you have learned into real practice. In general, you are required to complete this
task with the same hypothetical business scenario as set up in the individual task. You can choose any of the
business scenarios in your group to complete this task.
Assessment Criteria

The following criteria will form the basis of allocation of marks for this assignment.

Criteria Marks
Executive Summary 10
Introduction 5
Market Audit 10
Target Market 3
Objectives 2
The Plan 40
Budget 10
Conclusion 5
Referencing 5
Presentation 10
TOTAL 100
The above analysis must be informed by theory and a range of reputable journal articles, government publications
and text books.

ITEM 3: EXAMINATION 50%

This will be of three hours duration, and will cover all topics studied in the subject.

See sample exam for guidance.

Assessment Information

Pass Requirements

The requirements for a mark in the Pass range (50-64%) are as follows.

• Your assessment in this subject will be based on two assignments worth a total of 60 % and a
final examination worth 40%.
• In order to meet terms in this subject you must submit all assignments. Failure to submit a single
assignment will result in a FL grade being awarded. To receive a passing grade you must pass the
final examination.

Assessment items which do not meet the criteria mentioned above will not be deemed to be at a Pass
standard and will receive a Fail grade.

In order to achieve a passing grade in this subject, a student must attain a minimum passing standard in
both the overall total mark and the examination.

Grades

Final grades for this subject are awarded by the Faculty Assessment Committee in accordance with the
University's Assessment Regulations.

Marks may be scaled to produce a distribution of grades which conforms to the expected norms specified in
the University's Assessment Regulations.

High marks in the continuous assessment items will not automatically guarantee a specific award. In order
to qualify for a Credit, Distinction or High Distinction you are expected to achieve a commensurate mark
in the final examination.

The Academic Senate has approved the following definitions and guidelines for the awarding of grades
within subjects taught at Charles Sturt University.

HD High distinction (85-100%)

an outstanding level of achievement in relation to the assessment process.
DI Distinction (75-84%)
a high level of achievement in relation to the assessment process.
CR Credit (65-74%)
a better than satisfactory level of achievement in relation to the assessment process.
 PS Pass (50-64%)
a satisfactory level of achievement in relation to the assessment process.
FL Fail (0-49%)
an unsatisfactory level of achievement in relation to the assessment process.

Norm and criterion referencing

It is standard practice for you to be assessed in subjects on the basis of a combination of norm and criterion
referencing, with marks and grades being awarded by referring to a combination of predetermined standards
and the performance of other students in the subjects.

Norm referencing means awarding marks and grades by reference to the performance of other students in the
subject. The relationship between performance and grades is entirely dependent on the standards of the other
members of the student cohort.

Criterion referencing means awarding marks and grades by reference to a set of predetermined observable
performance outcomes and standards. It provides a focus for learning and teaching and specifies for you and
the subject coordinator what is required from the assessment task. At its extreme this results in pass/fail
discrimination only, based on mastery of competencies. It can also, however, produce graded responses
where the criteria can be evaluated at varying standards of performance.

Note: The notional percentages specified above should be viewed only as guidelines for the awarding of final
grades. It may be necessary for raw score totals to be scaled so that the distribution of final grades in the
subject conforms to University expected norms.

Other grades

Please see the University Handbook for regulations governing the determination of grades AW (Approved
Withdrawal), FW (Fail Withdrawn), and others.

Assessment Requirements

Students will be assessed in subjects on the basis of a combination of norm and criterion referencing with
marks and grades being awarded by a combination of predetermined standards and the performance of other
students in the subject. Subjects that have a satisfactory/unsatisfactory grading scale will be clearly spelt out
in this Subject Outline.

For further information please consult the Academic Regulations of the Academic Manual
http://www.csu.edu.au/acad_sec/academic-manual/gcontm.htm

Presentation

Assignments need to be typed/printed and professionally presented. Marks will be deducted for poor
presentation. From past experience in teaching this subject, we have found that the best results are achieved
by students if sufficient research and preparation time is allowed at the start of the session. Poor planning and
inaction by students in the early weeks will not be an acceptable excuse.
Plagiarism

It is unfair to honest students that other students cheat or plagiarise. Charles Sturt University takes a serious
view of plagiarism and cheating in any form of assessment, and will take appropriate steps to detect
plagiarism including using electronic plagiarism detectors.

Plagiarism consists of a person using the words or ideas of another as if they were his or her own. That is,
using, or attempting to use, another person's work without acknowledgement. The important message here is
that if you use the work of another person then it must be acknowledged. The phrase "using another person's
work" includes, but is not limited to:

• using study guide material without acknowledgement;

• paraphrasing the work of another person;

• directly copying any part of another person's work;

• summarising the work of another person;

• using or developing an idea or theme derived from another person's work;

• using experimental results obtained from another person's work; and

• in the collaborative projects, falsely representing the individual contributions of the collaborating
students where individual contributions are to be identified.

Other forms of cheating will also be treated with the utmost seriousness. The university reserves the right to
electronically scan students' assignments for the purposes of verifying originality.

Penalties for plagiarism are listed in the Academic Regulations under the Student Academic Misconduct
Rule. The penalties include: a caution or reprimand; awarding of zero marks in the assignment, essay,
project, test, examination or other work in respect of which academic misconduct has occurred; a fail in the
subject; a fine; suspended enrolment; or exclusion from the University.

The Faculty of Business has acquired computer software which can link electronic or scanned assignments to
online data to accurately detect plagiarism. The software can also detect situations when students submit
assignments which include the work of other students. The software system used by the Faculty is called
"Turnitin". The Faculty reserves the right to require submission of assignments in electronic form. More
details of this software can be found at the following web sites: http://www.turnitin.com/
http://www.turnitin.com/static/products_services/plagiarism_prevention.html

Please note that we would much prefer to encourage students to submit assignments which clearly
acknowledge sources rather than to detect plagiarism and to impose penalties. Recent penalties applied to
plagiarism have included automatic failure and suspension from the University.

A guide to the APA style of referencing (the style now used by the Faculty of Business) is available at:
http://www.csu.edu.au/division/studserv/learning/pdfs/apa.pdf

Further details on how to reference and avoid unintentional plagiarism can be found at the Student Services
website. http://www.csu.edu.au/division/studserv/learning/ referencing

Collaboration

You are required to collaborate with other students for Assignment 1 of this subject.
Extensions

Assignments should reach the University no later than the due date. Assignments, therefore, need to be
posted some time in advance of the due date to arrive on time.

You are requested to do all in your power to meet assignment deadlines. Extensions will only be given if you
face unforeseen and unavoidable problems. Extensions cannot be given towards the end of session. In this
case you need to apply for an incomplete grade or course withdrawal. Work and family related pressures do
not normally constitute sufficient reasons for the granting of extensions or incomplete grades.

If it becomes obvious that you are not going to be able to submit an assignment on time because of an
unavoidable problem, you must submit your request for an extension in writing prior to the due date.
Extensions will not be granted on or after the due date. Assignments received more than two weeks after their
due dates, without an extension having been granted, will be returned with no marks awarded. Pro-rata
reductions in the awarded mark (10% per working day) will be made for items received late without a granted
extension. Extensions, for students resident in Australia, can only be granted by the subject coordinator.

The last date for receipt of assignments at the University is the last day of the teaching session (prior to

For example, for an assignment worth 20 marks, the calculations depending on the

Penalties for Late Submission

If you are unable to submit your assignment on time, you must contact your subject coordinator before the due
date, giving cogent reasons for the delay. Assignments submitted late with no valid reason will lose marks.

The penalty for late submission of an assignment without obtaining the subject coordinator's approval for an
extension will be 10% deduction per day including weekends , of the maximum marks allocated for the
assignment, i.e. 1 day late - 10% deduction, or 2 days late - 20% deduction.

Resubmission

No allowance is made for resubmission of assignments in this subject the exam period), in circumstances
where your lecturer has granted an approved extension.

Support Services

Student Central

Student Central is the first point of contact for currently enrolled students to access all non-teaching
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You may direct your enquires in person to Student Central staff situated within the Learning Commons
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You may also contact Student Central through:

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2 6933 7507
Information on Your Library Services

Your Library Website (http://www.csu.edu.au/division/library/) provides access to material such as eBooks,

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The CSU Learning Skills suite of websites includes: Learning Skills home
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There is also STUDY LINK (http://www.csu.edu.au/student/studylink/): This program provides access to a

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For academic learning assistance, contact:

Student Central
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61 2 6933 7507
Policy and Procedures

University Policies and Regulations

Academic matters are defined by, and are subject to, Charles Sturt University policies and regulations.
Your Subject Outline should be read in conjunction with all such academic regulations and policies, as
some of these may affect the outcome of your studies.

Variations to Subject Outlines

Should it be necessary to change the content of the Subject Outline during a teaching session, it will be
done in consultation with the Head of School and other support services of the University. You then will
be notified of the changes in writing by the subject coordinator.

Variations to Assessment

Should it be necessary to vary the assessment in this subject, you will be notified in writing by the Subject
Coordinator, or Subject Convenor where one is appointed. The variations to assessment include variations to
the assessment tasks and/or assessment procedures for assignments, examinations and any other assessment
task published in the Subject Outline. The variations will be communicated only after the Subject Coordinator
or Subject Convenor has obtained approval from their Head of School. The overriding principle is that such
changes will not disadvantage students and is made in accordance with the Awards, Courses and Subjects
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Academic Manual.

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CSU values the constructive feedback of all students on its subject offerings. Student responses are fed back
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http://www.csu.edu.au/division/landt/evalunit/online.htm

We rely on student feedback to improve our teaching and strongly encourage you to complete the online
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They can be accessed online at:

http://www.csu.edu.au/division/landt/evalunit/results.htm
Special Consideration

Academic regulations provide for special consideration to be given if you suffer misadventure or extenuating
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Applications for special consideration must be submitted in writing and include supporting
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Manual.

Assessment Regulations

The assessment practices of all University subjects are conducted in accordance with the University’s
Assessment regulations (http://www.csu.edu.au/acad_sec/academic-manual/ docs/g1.rtf).

Academic Conduct

The University expects that you, as a student, will be honest in your studies and research and that you will not
do anything that will interfere with or frustrate the studies and research of other students. In particular, you are
expected to:

• acknowledge the work of others in your assignments and other assessable work;
• not knowingly allow others to use your work without acknowledgment;
• report honestly the findings of your study and research; and
• • use only permitted materials in examinations. Details of expected academic conduct are provided in:

• the Student Academic Misconduct Rule (http://www.csu.edu.au/acad_sec/academic-

manual/docs/g6.rtf);
• • the Academic Progress regulations (http://www.csu.edu.au/acad_sec/academicmanual/icontm.htm);
Students are also expected to be responsible in the use of University facilities and resources and to abide by
University rules concerning the Library and electronic resources.

• the Rule of the Library (http://www.csu.edu.au/division/library/about/policies/rule. htm); and

• the Code of Conduct for Users of Electronic Facilities (http://www.csu.edu.au/

adminman/tec/PER12.rtf).

Copies of the Rule of the Library and Code of Conduct for Users of Electronic Facilities can also be obtained
from the Library or the Division of Information Technology (DIT) Service Desk.

Penalties for breaching the above Rules and Code include suspension or exclusion from the University.

Students also have expectations of the University and of other students in the cooperative endeavour of
studying. Details of these expectations are provided in the Student Charter
(http://www.csu.edu.au/handbook/).
Subject Outline as a Reference Document

This Subject Outline is an accurate and historical record of the curriculum and scope of your subject.
University policies (L6.3 – 1.3.8(f) (http://www.csu.edu.au/acad_sec/ academic-manual/docs/l6-3.rtf)) require
that you retain a copy of the Subject Outline for future use such as for accreditation

generate a total understanding of organisational activities. Each theory highlights certain organisation features
while at the same time ignoring others. Each theory can be used to criticise other theories.

This does not mean that you should ignore the strengths of any argument. To be able to recognise a strong
argument is as important as being able to recognise a weak one. Ideally, critical analysis will argue both the
strengths and weaknesses of any particular arguments.
 BACHELOR OF BUSINESS (HONS)

SEMESTER 2, 2010

FINAL EXAMINATION

Subject Code : MKT260

Subject Name : INTERNATIONAL MARKETING

This examination carries % of the total assessment for this subject.

Examiner(s) Moderator(s)

Day :
Date : Time :

Time allowed : Reading – 10 MINUTES

Writing – 3 HOURS

INSTRUCTION(S):

1. This examination consists of THREE (3) sections:

Section A: Answer any THREE (3) essay questions. (60 marks)

Section B: Answer any FOUR (4) items in the question. (40 marks)
2. Writing on the examination answer book is NOT permitted during reading time.

3. This is a CLOSED BOOK examination.

4. Students are NOT permitted to retain this examination paper.

5. Students must pass this exam to pass the subject.

(This question paper consists of 3 sections in 5 printed pages, including cover page)
 MKT260 – International Marketing (Semester 2, 2010 Final Examination) Page 2

SECTION A (60 Marks)

Answer ANY THREE (3) questions. Each question carries 20 marks.

QUESTION 1
As marketing director of the company “Sunny Fresh” which is domiciled in Switzerland you are responsible for the
international marketing of a new alcoholic drink (“Iced Limo”). In the home market this alcopop is just going to be launched.

The alcopop has the following characteristics:

 Name: “Iced Limo”
 Color of the drink: light blue
 Alcohol level: 7%
 Sugar content: little
 Packaging: glass bottle
 Charge: 0.3 liter
 Target croup: youths (between 18 and 35 years) who life in the city
 Recommended retail price: 6.50 CHF
 Distribution: mostly in bars and discotheques

Together with the home market Switzerland, “Sunny Fresh” is considering to launch the drink in four other country markets.
In the following table you find some information about these countries:

SWITZERLAND FRANCE RUSSIA CHINA USA

Competitive situation in the market Difficult Medium Easy Easy Difficult
of alcopops
Phase in the life cycle in the market Growth Growth Introduction Introduction Maturity
of alcopops
Transport costs for exportation - Low High Very High High
Degree of the dimension High High Medium Low Very High
“individualism” (Hofstede)
Meaning of the color blue Coldness, Loyalty Annoyance, - Luck Annoyance,
Fear, Coldness Fear,
Coldness
Maximum willingness to pay 10 CHF 9 CHF 3.10 CHF 1.80 CHF 11 CHF
Maximum willingness to pay 3.450 CHF 2.600 CHF 1.200 CHF 980 CHF 3.250 CHF
Average net income of people High Medium Little Little Little
between 18 and 35 years
Existence of subsidiary with own - No No Yes Yes
production and R&D

Please discuss for which country markets you would recommend a cross-national standardization strategy and for which
countries you would rather choose a differentiated strategy. Please, justify your recommendation with regard to product
policy, price policy, communication, and distribution.
[20 marks]
QUESTION 2
A firm can choose many different entry methods when entering new markets. Describe and discuss 5 different methods.
Discuss pros and cons with the different methods and give example when the different methods are suitable.
[20 marks]

QUESTION 3
You are head of the market research department in a large international company manufacturing cosmetics. Currently, you
have to coordinate a market research project that is conducted in several countries in Africa. You are now discussing the
challenges of international surveys with a new team member of the market research department. Discuss the various issues
that would be barriers in conducting surveys for cosmetics in Africa.
[20 marks]

QUESTION 4
Companies that have been extremely successful in their home countries will consider venturing abroad. A successful
motorcycle manufacturer from Germany decides to venture into Malaysia. As the consultant to this company explain on the
following forms of tariff and non tariff barriers that the Malaysian government could utilize.
[20 marks]
MKT260 – International Marketing (Semester 2, 2010 Final Examination) Page 3

QUESTION 5
Regional trading blocks, such as the EU and NAFTA, are growing in importance. What are
the implications of these trading blocks for international business? Are they helpful or
harmful?
[20 marks]

SECTION B – Compulsory (40 Marks)

Answer ANY FOUR (4) questions. Each question carries 10 marks.

QUESTION 6
Identify and discuss the four (4) different types of countertrade
[10 marks]

QUESTION 7
What are the two (2) types of dumping? Explain.
[10 marks]

QUESTION 8
Identify and describe five (out of the seven) dimensions of national culture as specified by Trompenaars. Why are they
important to know for international marketers?
[10 marks]

QUESTION 9
Please describe the opportunities and risks that are involved with standardization of products, brands, and communication
internationally. Under which circumstances would you recommend a high degree of standardization of products, brands, and
communication?
[10 marks]

QUESTION 10
You are brand manager in a Swiss company that is serving 25 different country markets. In the past, the company has sold its
products mainly under local brand names. In line with a standardization strategy, you now have to recommend different
possibilities of standardizing local brand names. Which options for standardizing local brand names does a company usually
have? Please, describe three of them and give for each one an example.
[10 marks]

***END OF EXAMINATION PAPER***