Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7917C

Course Title: Manage international marketing programs

School: 650T Vocational Business Education

Campus: City Campus

Program: C6145 - Advanced Diploma of Marketing

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

 Chris Lee           

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This unit describes the skills and knowledge required to formulate, assess, strategically manage, evaluate and improve international marketing programs.

It applies to experienced individuals who are required to manage a team and are responsible for evaluating international marketing opportunities, setting marketing objectives and determining approach and operational structure for an organisation marketing internationally.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG606 Manage international marketing programs


1. Formulate international marketing objectives

Performance Criteria:

1.1 Select viable international marketing opportunities and develop objectives consistent with the organisation's capabilities and resources 1.2 Identify measurable international marketing objectives consistent with organisation's strategic direction, and identify nature and extent of goals for international market 1.3 Formulate strategic objectives and related key performance indicators by product, service, country or international grouping, and overall 1.4 Develop a risk management strategy to manage contingencies, and ensure marketing objectives are met in accordance with overall organisational requirements


2. Determine international marketing approach

Performance Criteria:

2.1 Research international marketing opportunities and determine global or customised approaches for promotion of products or services 2.2 Evaluate options for choice of marketing approaches 2.3 Select a marketing approach to meet marketing objectives, international market conditions and consumer preferences


3. Determine operational structures

Performance Criteria:

3.1 Evaluate business culture and consumer preferences, and identify compatible marketing structures 3.2 Identify options for operational marketing structure and rank them for strengths and weaknesses in servicing international markets 3.3 Choose operational structure that best fits international market and product or service


4. Manage international marketing performance

Performance Criteria:

4.1 Communicate international marketing objectives across the organisation to suit culture, customs, levels of knowledge, experience and needs of personnel 4.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort 4.3 Develop communication strategy to ensure personnel responsible for each element of marketing mix work together to meet organisation's marketing objectives 4.4 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation 4.5 Manage integration of marketing, promotional and any sales activities in accordance with international marketing objectives


5. Evaluate and improve international marketing performance

Performance Criteria:

5.1 Monitor product, pricing and distribution policies in relation to market changes, objectives of marketing plan and organisational requirements 5.2 Monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met 5.3 Analyse, review and revise marketing outcomes and objectives 5.4 Analyse successes and performance gaps as to cause and effect, and use to improve international marketing performance 5.5 Analyse changes in market phenomena, and identify and document their potential impact on international marketing objectives 5.6 Document review of marketing performance against key performance indicators in accordance with organisational requirements

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to formulate, assess, strategically manage, evaluate and improve international marketing programs.

Details of Learning Activities

This course is co-delivered and co-assessed with MKTG7916C Evaluate International Marketing Opportunities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule






 4 Jul

 Course Overview


 11 Jul

 Economic environment of int’l marketing


 18 Jul 

Political & legal environment of int’l marketing

Natural & Technological environment of int’l marketing


 25 Jul


Cultural influences on Int'l marketing



 1 Aug


Risks assessment & risk management strategies



 8 Aug

 Student consultation session - Assessment Task 1


 15 Aug

 Market entry and expansion strategies


 22 Aug

Int'l product & service strategies


 29 Aug

Mid-semester break


 5 Sep

Int'l distribution operations and logistics


 12 Sep

Int'l pricing


 19 Sep

International promotion mix and advertising strategies


 26 Sep

 Implementation, organizing and control


 3 Oct

Student consltation session (Assess.Task 2)


 10 Oct

Student consultation session - Assess. Task 3


 17 Oct


Oral class presentation to the teacher


 24 Oct

Final resubmissions & feedback

Learning Resources

Prescribed Texts



• Czinkota M., Ronkainen, I, Brady, C., Beal, T. (2008), International marketing, asia pacific ed., Thomson
• Mulbacher, Dahringer, Leiths, (2006), International Marketing: A Global Perspective, 3rd ed., Thomson
• Fletcher and Brown (2005), International Marketing, An Asia-Pacific Perspective, 3rd ed., Prentice Hall.
• Lascu, D. (2008), International marketing, 3rd Ed., Cengage Learning
• McAuley, A. (2001) International Marketing: Consuming Globally, Thinking Locally, 1st ed., John Wiley & Sons, LTD.  

Other Resources

Overview of Assessment

This course is co-delivered and co-assessed with MKTG7916C Evaluate International Marketing Opportunities

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • document and present
    - international marketing objectives
    - selected marketing approach
    - creation of operational structure
  • effectively manage international marketing activities
  • monitor and evaluate international marketing performance, and make any necessary adjustments as required
  • formulate suggestions on how marketing activities could be affected in future.

Knowledge Evidence

To complete the unit requirements effectively, you must:

  • outline relevant Australian and international standards, models policies and guidelines, including those covering:
    - environmental matters
    - human rights
    - labour relations
    - packaging
    - risk management
    - electronic commerce
  • identify and explain key provisions of relevant legislation and codes of practice affecting aspects of marketing operations
  • explain the role of the Organisation for Economic Co-operation and Development (OECD)
  • identify and describe key features of the country or countries being considered for market entry or penetration, including:
    - cross-cultural communication and negotiation styles
    - global and country specific economic, social and industry directions, trends, practices and techniques.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks

This course is co-delivered and co-assessed with MKTG7916C Evaluate International Marketing Opportunities

Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment Task 1 - Assessed set activities/exercises
Date handed out: Week 1
Date and time due: Week 6
Group or individual: Individual submission of 2 out of 6 activities completed as a group of max 3 students.

Purpose: This assignment will allow you to demonstrate an understanding of reviewing the global market environment, assess and investigate international business and e-commerce market factors & marketing opportunities and key provisions of relevant legislation that may affect aspects of business operations within Australia and internationally.

Requirements: You will undertake a set of activities in class as groups of 3 students. Each student in the group will take responsibility for completion and submission of 2 unique activities for that group. Maximum word limit for each question is 500 words. Only include key points. Each activity/exercise must have it’s own reference section. Include a reference page.

 Assessment Task 2 - Evaluate the international environment.
Date handed out: Week 1
Date and time due: Week 13
Group or individual: Group of no more than 4 students

Purpose: This assignment will allow you to demonstrate an understanding of how to evaluate the international environment, to identify market factors and risks, to assess the viability of international marketing opportunities, to manage international marketing activities including setting marketing objectives and strategies.

Requirements: The second assessment task will require students to work in designated groups on a WIL (work integrated learning) project. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment Task 3 - Oral presentation
Date handed out: Week 13
Date and time due: Week 15
Group or individual: Individual oral class presentation

Purpose: This assignment will allow students to present their proposed international marketing plan highlighting their findings with emphasis on marketing strategies and implementing marketing activities.

Requirements:The third assessment tasks will require students to present their WIL project covering key elements of internal and external marketing environment, marketing goals and objectives, marketing strategies & tactics and implementation of marketing activities.

Students are required to submit a hard copy of their oral presentation slides on the day of the oral presentation to the teacher prior to presenting. Students are to dress in an office or business attire and to present themselves in a professional manner for their oral client presentation. Maximum time limit for your oral presentation is 20 minutes.

Submission Requirements
You should:

• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Assessment Matrix


Marking Guide (Competency): You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading): After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Late Submission Procedures You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:

Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs): If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:;ID=7usdbki1fjf31

Course Overview: Access Course Overview