Course Title: Evaluate international marketing opportunities

Part B: Course Detail

Teaching Period: Term2 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 for their 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 marketing opportunities

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

2.3 Identify new and emerging business and electronic commerce markets, and assess opportunities to enter, shape or influence markets based on 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 of potential market

3.2 Analyse and rate acceptability of legal and regulatory requirements, and trade barriers to 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 according to their likely fit with the organisation'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

Students will be engaged in a mix of class lectures, group workshops, personal research and possibly co-development with students in another country


Teaching Schedule

 Week

 

Week Commencing

Topics

Assessment

 

1

July 3

Introductions

Outline Unit

Plagiarism

Extensions and appeals

Feedback

Student support

Student responsibilities

 

Outline assessments

 

Present Networking.

 

 

Brief Assessment One A and B.

Deadline July30

 

2

July 10

Online networking.

Creating an on-line presence.

Online presence presentation by Jan Brueggemeier

 

Workshop: what makes a good online presentation?

 

 

3

July 17

Why export marketing?

 

 

 

4

July 24

Section One – Environment Analysis

 

A  PESTE Analysis

 

Political and Legal issues and their impact on trade

 

Economic Issues that affect international trade.

 

 

Assessment One Part A & B. Deadline Sunday July 30

 

Brief Assessment Two A & B

Deadline: Part A  August 20. Part B September 17.

 

5

July 31

Cultural issues that affect international trade.

 

Technological issues their impact on trade, including E commerce.

 

 

Environment issues that affect international trade.

 

 

 

6

Aug. 7

Risk assessment and risk management strategies in international trade.

 

 

 

 

7

Aug 14

Section 2 - Market Anaysis

 

Market Analysis

 

Category trends

Competition brands and trends

Distribution

 

 

Assessment 2A deadline August 20

 

Brief Assessment 2B

Deadline Sep 17

 

8

Aug. 21

 

Consumer analysis – segmentation and needs.

 

Define Primary and Secondary target consumers.

Understand their needs and behavior.

 

 

 

 

 

 

 

 

Mid Semester Break

 

 

9

Sep 4

Revision

Pitstop and Workshop.

 

 

 

 

10

 

Sep11

Market entry strategies– Product,

Workshop these strategies for Assessment Three

Product:

Range, specs, brand, Position, support

 

 

 

Assessment Two B

Deadline Sunday Sep. 17

 

Brief Assessment Three.

Deadline October 8

 

 

 

11

Sep 18

Market entry strategies DistributionPrice,

 

 

 

12

Sep25

Market entry strategies-, Promotion.

 

 

 

13

Oct 2

Pitstop and Workshop Assessment Three

Deadline Assessment Three.

 

 

14

Oct 9

Present video deliverable

 

 

15

Oct 16

Resubmissions and student discussions.

 

 

16

Oct 23

Resubmissions and student discussions.

 

 


Learning Resources

Prescribed Texts


References


Other Resources

Various recommended resources will be advised on the Blackboard shell.


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

Co-delivered and assessed with POLI5044C Establish and maintain strategic networks.

Two A -Group assessment. Research a specific international market. Deadline Week 7.

Two B - Group assessment. Identify target consumers in that market. Deadline Week 10

Three - Group assessment. Develop strategies to launch a product in that market. Deadline Week 14

Further details of all three assessments may be found in the assessment guide on the blackboard shell and will be discussed in class.

Students must attain competency in all assessments to be deemed competent.


Assessment Matrix

Other Information

Co-delivered and assessed with POLI5044C Establish and maintain strategic networks.

Course Overview: Access Course Overview