Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: BUSM6263C

Course Title: Manage international marketing programs

School: 650T TAFE Business

Campus: City Campus

Program: C6092 - Advanced Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Course Contact

Chris Lee

Course Contact Phone


Course Contact Email


Contact time: Wed, 11.30am-12.30pm

Level 10, Extension 55471

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

None required

Course Description

This unit applies to senior marketing or management personnel who are required to manage international marketing activities including evaluating international marketing opportunities, setting marketing objectives and determining the approach and operational structure for an organisation marketing internationally.

Individuals undertaking this unit are also required to manage a team of people implementing international marketing opportunities, including monitoring, evaluating and improving activities as required.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG606B Manage international marketing programs


1. Formulate international marketing objectives

Performance Criteria:

1.1Select viable international marketing opportunities and develop objectives that are consistent with the organization's capabilities and resources

1.2Identify measurable international marketing objectives that are consistent with the organization's strategic direction, and identify the nature and extent of what is to be achieved in the international market
1.3Formulate strategic objectives and related key performance indicators by product, service, country or international grouping, and overall
1.4Develop a risk management strategy to manage contingencies and ensure marketing objectives are met in accordance with overall organizational requirements


2. Determine international marketing approach

Performance Criteria:

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


3. Determine operational structures

Performance Criteria:

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


4. Manage international marketing performance

Performance Criteria:

4.1Communicate international marketing objectives across the organization in ways suited to culture, customs, levels of knowledge, experience and needs of personnel
4.2Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
4.3Develop a communication strategy to ensure that personnel responsible for each element of marketing mix work together to meet organization's marketing objectives
4.4Manage marketing effort to ensure it is directed towards areas of greatest potential for the


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

Learning Outcomes

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

Details of Learning Activities

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, reflective journals, quizzes 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 Commencing




6<sup>th</sup> Feb

(1) Pre-training review:

&middot;         RPL

&middot;         LLN

Familiarisation with:

&middot;         Program

&middot;         Services/facilities

&middot;         Other students

&middot;         Teacher(s)

&middot;         Where to get support

&middot;         Student responsibilities

&middot;         Course requirements

&middot;         Course support documents

&middot;         Pre-reading

&middot;         Blackboard

&middot;         Overview of assessment requirements

&middot;         Grading

&middot;         Plagiarism

&middot;         Appeals

&middot;         Extensions

&middot;         Feedback

&middot;         Privacy

&middot;         Submission requirements

&middot;         Resubmission policy

(2) Course Overview



13<sup>th</sup> Feb

Potential markets




20<sup>th</sup> Feb


Economic environment



27<sup>th</sup> Feb

Political & legal environment




5<sup>th</sup> March

Natural & Technological environment




12<sup>th</sup> March
(Monday, Labour Day)

Cultural environment


Task 1a Due

(Assessed tutorial exercises)



19<sup>th</sup> March

International market research




26<sup>th</sup> March

Market entry




2<sup>nd</sup> April

Risks management



Mid semester break (5 April to 11 April)


9<sup>th</sup> April

Risks management




16<sup>th</sup> April

International products & distribution




23<sup>rd</sup> April

International pricing & promotion




30<sup>th</sup> April

Implementation, organising and control


Task 1b Due

(Assessed tutorial exercises)



7<sup>th</sup> May

Student consultation session#1



14<sup>th</sup> May

1. Final student consultation session

2. Major assignment due

NB: Due date: 18 May 2012 (Fri) 5.00pm

3. Students to prepare for oral test/interview


Assessment Task 2 Due

(Major assignment)


21<sup>st</sup> May

Oral test/interview

Assessment Task 3


28<sup>th</sup> May

Re-submissions (if applicable)






Learning Resources

Prescribed Texts


to be advised

Other Resources

internet, library databases

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

You are required to complete3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.


TASK 1a & 1b (Due Dates: Week 6 & 12 respectively)

These assessment tasks will require students to complete scheduled weekly tutorial activities/exercises to reflect on their weekly learning on learned concepts/principles taught.


TASK 2 (Due Date: End of week 14)

The second assessment tasks will require students to work in designated groups on a major assignment. 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


TASK 3 (Due Date: Week 15)

The third assessment tasks will require students to present themselves in a face-to-face test/interview to articulate their overall understanding of the course taught during the semester to be deemed competent.

Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment Matrix

Course Overview: Access Course Overview