Course Title: Evaluate international marketing opportunities

Part B: Course Detail

Teaching Period: Term1 2018

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: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

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

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

This course is clustered (co-delivered and co-assessed) with POLI5044C Establish and maintain strategic networks.  The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Week

 

Week Commencing

Topics

Assessment

 

1

5th February

Introductions

Outline Unit

Plagiarism

Extensions and appeals

Feedback

Student support

Student responsibilities

 

Outline assessments and client project

 

What is an international opportunity?”

Why is establishing networks particularly important to a successful international transition?

 

A look at important sources of international information.

Passport and Market line

 

Wrap up video

 

 

 

2

12th February

How will this work?

Structure, technical details, international communication etc.

Completing the assessments

In class debate…international dilemmas

Food for thought

 

 

 

3

19th February

Consumer analysis – segmentation and needs in a global arena

 

The international consumer.

Who are our clients target customers?

 

 

 

4

26th February

Not for profit international landscape…with guest speaker

 

A focus on Global communications and networks 

 

First contact intro videos due and uploaded to Google Drive: Sunday 4 March

 

 

5

5th March

 

Environment Analysis..the global environment

 

A  PESTEL Analysis

 

Political and Legal issues and their impact on trade

 

Economic Issues that affect international trade.

These impacts on the not for profit environment

 

 

6

12th March (labor day Monday public holiday)

The international environemnt - legal and political

 

Technological issues their impact on trade, including E commerce.

 

 

 

  

7

19th March

Assessment consolidation and group work

Client briefing

 

Research challenge. In class activity

 

 

8 a

26th March

Risk assessment and risk management strategies in international opportunities

 

 

 

 

 

Mid Semester Break and Easter March 29 – April 4

 

Assessment 1 - Part A (Team charter due) 11.59pm Sunday 1 April

 

8 b

 2nd April

Risk assessment and risk management strategies in international trade.

 

  

 

9

9th April

SM refresher week for an international focus

 

Assessment 2 and 3: List of questions for  the client to be submitted to your teacher by 11.59pm Wed 11 April.

 

 

10

 

16th April

Assessment consolidation

 

 

11

23rd April

Issues for international marketing communications

Theory

In class activity …research challenge

In class activity debate:

 

Assessment 2 -  11.59pm Sunday 29 April

 

12

30th April

Work on assessments in groups with consultation

Work through templates

Assessment 1 - Parts B & C -11.59pm Sunday 6 May

 

13

7th May

Mock client presentations - peer review of presentation

Assessment 3 - Mock Client Presentation in class, Wednesday 9th of May

 

14

14th May

Mock client presentations - peer review of presentation

Assessment 3 - Mock Client Presentation in class, Wednesday 16th of May

 

15

21st May

Client presentations in Vietnam

Assessment 3 - Client Presentation due, Monday 21st of May 

For students traveling to Vietnam:

  • Travel to Vietnam: Thursday 17th of May
  • Meet & Greet: Saturday 19th of May
  • Finalise projects: Sunday 20th of May
  • Client presentations: Monday 21st of May

16

28th May

Resubmissions if required


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in CANVAS


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

This cluster of courses forms the core learning for the Global WIL project. Students will work in multinational, multicultural teams and will be guided through the challenges of cross cultural communications, border and time zone differences.

All assessments will be completed in conjunction with students from the USA and Vietnam. The assessments will be prepared in response to a client brief. Students will present the findings to the client in written and verbal form.

Assessment 1 - Team Charter, Intercultural ePortfolio, Professional Reflections, Taped Meetings & Team Evaluations (Required by All Students)

  1. Team Charter (Group Assignment)

Your group is to prepare a team charter within the first 2 weeks of planning your project work.  This is a spreadsheet of the critical path/project timelines and allocation of project tasks between group members.

  • Please use the template provided

 

DUE DATE*:

  • Saturday 31 March (US students) /1April (11.59pm – AU/Vietnam students)

 

*submission via your online learning management system.

 

  1. Professional Reflections (Individual Assignment) 

150- 300 words per reflection

You are to reflect on their experience of the Global WIL project and submit as part of Assessment 1. Please use the following as a guide to help you write your reflection pieces.

  1. How have you found your intercultural communication experience? (any difficulties, things that have helped you, first experiences, reflection of intercultural communication skills, the enablers and the blockers).
  2. What has inhibited/enabled your team work throughout the project? (e.g. technology, time zones, cross-cultural differences, skills, capabilities). This is a reflection of the collaboration process while working in a global/virtual team.
  3. Lastly, reflect on how you personally worked/contributed to the virtual team.
  4. How can this project help you with your future employment opportunities?

 

  1. Taped Meetings (Group Assignment)
    1. At least 2 taped Google Hangouts must be submitted for review. All team members must be present to earn credit. 

  2. Team Evaluations (Individual Assignment)
    1. You will be given a brief questionnaire to evaluate their peers and submit with their reflections.

DUE DATE (For B, C & D):

  • 1st Reflection, Taped Meeting & Team Evaluation Due: Saturday 14 (US students)/ Sunday 15 April (11.59pm – AU/ Vietnam students)
  • 2nd Reflection, Taped Meeting & Team Evaluation Due: Saturday 5 (US students)/ Sunday 6 May (11.59pm – AU/ Vietnam students)

*submission via your online learning management system.

 

---
Assessment 2 - Marketing and Communications Plan – minimum 4000 words (All Students will contribute to this plan per their area of study)

This will consist of the Title Page, background research and environment of the organisation, SWOT analysis, competitive analysis, target audience profiles, marketing objectives, communication objectives, marketing and communication strategy, media strategy (online, experiential, PR or print). Then summary of big idea, key messages and mock-ups of creative concepts (to use in Vietnam presentation), measuring campaign effectiveness methods, budget, strategy on launching business in the Australian and US markets, and Appendices.

  • Please use the template as a guide.

The big idea is generated from the research/background of the company.

DUE DATE:

  • Saturday April 28 (US student)/ Sunday 29 April (11.59pm – AU/ Vietnam students)

*submission via your online learning management system.

---
Assessment 3 - Presentation and pitch of campaign idea – (All Students will be part of Mock Presentations and those travelling to Vietnam will present on Monday, May 21 to client)

The study tour students will be given 2 x 3 hour sessions in Vietnam to finalise their group’s presentations to the client. Therefore the content of the presentations needs to be prepared before leaving for Vietnam. 

The presentations will consist of your team’s creative ideas from the Marcomms Plan and then put it into a presentation format using your preferred software (please note: there needs to be an electronic copy recorded of the presentation and uploaded to Blackboard for marking). You can also print/bring along any mock-up creative work to include in the presentation and give to the client.

  • Please use the template as a guide.

*Before the study tour, the student teams should have already planned what will go into presentation and created their ideas for a new campaign. The study tour students are just putting together/finalising the presentation of their team’s work.

DUE DATES:

  • Mock Presentations in US - May 2 & 9
  • Mock Presentations in Australia – Due Wednesday 9 & 16 May (in class)
  • Study tour students presentations at RMIT Campus Vietnam - Due Monday 21 May

*As we are working with industry, please be flexible if some of the dates/times change above. The presentations will depend on the availability of the client.

 

 

OTHER KEY DATES:

  • Introductory team videos 11.59pm Sun 4 March
  • Assessment due dates above
  • Live briefing session with client (Tuesday 20 March evening for US, Wednesday 21 March for Aus/Vietnam,) 1pm Aus, 9am Vietnam, 8pm US
  • Questions from students to send to the client by Wednesday 11 April
  • Pitch and presentation to client in Vietnam (Monday 21 May)
  • March 29-April 7 – AU Break (students not campus – Easter break)
  • March 12-16 – US Spring Break (students not on campus)

 

 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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 CA Competency Achieved – Not 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.

Course Overview: Access Course Overview