Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: BUSM6324C

Course Title: Manage international marketing programs

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C6086 - Advanced Diploma of Fashion and Textiles Merchandising

Course Contact : Yuping Li

Course Contact Phone: +61 3 9925 9145

Course Contact

Name and Contact Details of All Other Relevant Staff

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

MKTG5770C Analyse TCF merchandising and Marketing Principles

Course Description

Global commerce brings nation together. Conducting business internationally requires information and knowledge about the conditions in different market. This course aims to provide the information and the knowledge which enable the participants to understand the international market, including the dynamic environment of international trade, diversity in cultures, management styles and business systems. It also provide information on global market research, emerging market and multinational market regions and market group. Finally it looks at the knowledge and techniques of developing global marketing strategies for products and services.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG606B Manage international marketing programs


1. Formulate international marketing objectives

2. Determine international marketing approach

3. Determine operational structures

4. Manage international marketing performance

5. Evaluate and improve international marketing performance

Performance Criteria:

Determine international marketing approach

Research international marketing opportunities and determine global or customised approaches for promotion of products or services

Evaluate options for choice of marketing approaches

Select a marketing approach that meets marketing objectives, international market conditions and consumer preferences

Determine operational structures

Evaluate business culture and consumer preferences, and identify compatible marketing structures

Identify options for operational marketing structure and rank them in terms of their strengths and weaknesses in servicing international markets

Choose an operational structure that best fits the international market and product or service

Manage international marketing performance

Communicate international marketing objectives across the organisation in ways suited to culture, customs, levels of knowledge, experience and needs of personnel

Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort

Develop a communication strategy to ensure that personnel responsible for each element of marketing mix work together to meet organisation's marketing objectives

Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation

Manage integration of marketing, promotional and any sales activities in accordance with international marketing objectives

Evaluate and improve international marketing performance

Monitor product, pricing and distribution policies in relation to market changes, objectives of marketing plan and organisational requirements

Monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met

Analyse, review and revise marketing outcomes and objectives

Analyse successes and performance gaps as to cause and effect, and use them to improve international marketing performance

Analyse changes in market phenomena, and identify and document their potential impact on international marketing objectives

Document the review of marketing performance against key performance indicators in accordance with organisational requirements

Learning Outcomes

By the end of the course students are expected to have a full understanding of international marketing principles as well as the knowledge to manage international marketing programs

Details of Learning Activities

Lectures,workshops,tutorials,case studies,guest speakers and oral presentations

Teaching Schedule

WkNo                   Topic

1 Global marketing management
2 Small and medium size enterprise internationalisation
3 Products for consumers
4 Products and services for businesses
5 International marketing channels
6 Export managing and logistics
7 Integrated marketing communications and international advertising
8 YEP presentations
9 Personal selling and sales management
10 Pricing for international markets
11 Student presentations (50%)
Term break
Term break
12 Student presentations " "
13 Student presentations " "
14 Student presentations " "
15 2 Final exam (50%)

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Quizz 50%

Student presentation 50%

Assessment Tasks

Quizzes, Reports and Oral Presentati on

Assessment Matrix

Student presentation 50%

Final quizz 50%

Course Overview: Access Course Overview