Course Title: Evaluate international marketing opportunities

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7916C

Course Title: Evaluate international marketing opportunities

School: 650T Vocational Business Education

Campus: City Campus

Program: C6155 - Advanced Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Sally.Parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Doug Bell

doug.bell@rmit.edu.au

Nominal Hours: 60

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

None

Course Description

 

This unit describes the skills and knowledge required to evaluate the international environment, identify market factors and risks, and to assess viability of international marketing opportunities.

It applies to experienced individuals who use specialised knowledge to evaluate the international business environment in preparation for entering an international or export market for the first time, or to identify new marketing opportunities in markets in which their organisation already has a presence

 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG605 Evaluate international marketing opportunities

Element:

1. Review global market environment

Performance Criteria:

1.1.Assess international trade patterns and identify their likely importance for the business

1.2.Research international business and electronic commerce market factors and assess opportunities to enter, shape or influence the market in terms of likely contribution to the business

1.3.Identify international markets operating under free trade or protectionist arrangements and estimate likely ease of entering and trading successfully

1.4.Identify international trade policies and agreements and estimate their likely impact on international marketing opportunities

Element:

2. Assess international business and electronic commerce market factors

Performance Criteria:

2.1.Identify and analyse impact of economic, political, social and cultural factors affecting international market on international marketing opportunities

2.2.Investigate international market trends and developments to identify market needs relative to the business

2.3.Identify new and emerging business and electronic commerce markets, and assess opportunities to enter, shape or influence markets in terms of their fit with business goals and direction, and their likely contribution to the business

Element:

3. Identify risk factors for international marketing opportunities

Performance Criteria:

3.1.Analyse and rate acceptability of political, financial stability and corruption risk factors for potential market

3.2.Analyse and rate acceptability of legal and regulatory requirements, and trade barriers for potential market


3.3.Relate risk factors to international business cycles in terms of economic conditions and estimate their impact on potential market

 

Element:

4. Investigate international business and electronic commerce marketing opportunities

Performance Criteria:

4.1.Identify and analyse international marketing

opportunities in terms of their likely fit with the organization's goals and capabilities

4.2.Evaluate each opportunity to determine its impact on current business and customer base

4.3.Use an assessment of costs, benefits, risks and opportunities to determine financial viability of each marketing opportunity

4.4.Determine probable return on investment and

potential competitors

4.5.Describe and rank marketing opportunities in terms of viability and likely contribution to the business


Learning Outcomes


Students will develop the skills to identify and evaluate the marketing opportunities in a range of international markets.


Details of Learning Activities

 

This course is co-delivered and co-assessed with POLI5044C Establish and maintain strategic networks.

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

 

Week

 

Week Commencing

Topics

Assessment

1

Feb 6

Introductions

Outline Unit

Outline assessments

Discuss Networking

Brief assessment One

Brief Assessment One

2

Feb 13

Linked In presentation.

Linked In workshop

 

3

Feb 20

Trade environment with the EU – PESTE Analysis

Political and Legal issues

Cultural issues in the EU and their impact on trade

Technological issues in the EU and their impact on trade, including E commerce.

 

Assessment One Part A deadline

 

Brief Assessment Two

 

4

Feb 27

Economic environment in the EU and its impact on trade.

Environment issues in the EU and their impact on trade.

 

5

Mar 6

Risk assessment and risk management strategies in international trade.

Brief Assessment Two

 

6

Mar 13

Market Analysis

Category trends

Competition brands and trends

 

7

Mar 20

Distribution analysis, including E Commerce.

Consumer analysis – segmentation and needs.

 

8

Mar 27

 

Developing product opportunities

Creative and selection processes.

 

9

Apr 3

Market entry strategies – establish criteria for

Product, Distribution, Price, Promotion.

 

10

Apr 10

Pitstop

Workshop Assessment Two

Assessment Two deadline.

 

 

Mid-semester Break

 

11

Apr 24

Discuss OS relationship, operation and expectations.

Outline project.

Brief Assessment Three

Develop team plan.

Detail first communication – market summary and criteria

Brief Assessment Three

12

May 1

Discuss first communication

Detail second communication – Product strategies including brand positioning, USP.

 

13

May 8

Discuss second communication

Detail third communication – Price, Distribution and Promotion strategies

 

14

May 15

Discuss third communication.

Workshop Assessment Three

Deadline Assessment Three.

Assessment One Part B

15

May 22

Resubmissions and student discussions.

 

16

May 29

Resubmissions and student discussions.

 

 

 

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

 

In order to achieve competency in this unit, you must provide:

Performance Evidence

 

Evidence of the ability to:

  • document and present an evaluation of various international marketing opportunities including:
  • analysis of global business environment
  • assessment of social, cultural, political and economic factors impacting selection of market opportunities
  • risk assessment for each opportunity considered
  • analysis of financial viability of selected international marketing opportunities.

 

Knowledge Evidence

 

To complete the unit requirements safely and effectively, the individual must:

  • outline relevant Australian and international standards, 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.

 

Assessment Conditions

 

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • information sources on countries and markets being considered for entry or further penetration
  • office equipment and resources
  • examples of previous international marketing evaluation documents, strategic plans and marketing plans.

Assessors must satisfy NVR/AQTF assessor requirements.

 

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.

Feedback

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

 

Assessment Task 1 –Building Networks

Date handed out: Week 1

Date and time due:  Part A – Week 3   Part B - Week 14 

Group or Individual: Individual submission.                          

Purpose:

Part A: To demonstrate the skills required to create and manage an effective Linked In profile that will assist in finding job opportunities in marketing communications.

Part B: To demonstrate the skills required to locate and establish contacts with business networks in an international market. 

Requirements:

Part A: Create a professional standard personal Linked In profile.

Part B: Research relevant trade and business networks for a nominated industry in a nominated overseas market.

 

Assessment Task 2 – Evaluate the international environment

Date handed out:  Week 3

Date and time due: Week 10)

Group or Individual: Groups of no more than 3 students.                          

Purpose:

This assignment will allow you to demonstrate an understanding of how to evaluate the international environment, to identify cultural and market factors and risks, research market and competition trends in an international market. 

Requirements:

A comprehensive document that addresses all the issues detailed in the separate brief.

A professional-standard document of no more than 4000 words is required.

 

Assessment Task 3 – International Strategies

Date handed out:  Week 11

Date and time due: Week 14

Group or Individual: Groups of no more than 3 students.

 

Purpose:

This assessment asks students to demonstrate the knowledge and skills needed to develop marketing strategies for an overseas market, and to also communicate and negotiate with local advisors. 

Requirements:

Develop strategies to launch the product in the overseas market and present these for discussion with a student team in the target market. Maintain a personal journal detailing all steps in the process.

 

 

 

 


Assessment Matrix

Course Overview: Access Course Overview