Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term2 2013

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

Chris Lee

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:

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


3. Determine operational structures

Performance Criteria:

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


4. Manage international marketing performance

Performance Criteria:

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


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


2. Determine international marketing approach

Performance Criteria:

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

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

This unit is clustered in conjunction with BSBMKG605B, Evaluate international marketing opportunities, which describes the performance outcomes, skills and knowledge required to evaluate the international environment.

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

WeekWeek CommencingTopicsAssessment
18 Jul(1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Course Overview and introduction to International Marketing
215 Jul Potential market assessment (Determination of attractive markets) 
322 Jul Risks assessment & risk management strategies (Critical issues in global trade) 
429 Jul Economic environment of int’l marketing (Potential market assessment) 
55 Aug Political & legal environment of int’l marketing (Potential market assessment) 
612 AugNatural & Technological environment of int’l marketing (Potential market assessment)                                                                                                                                          


 Assessment Task 1a
Due in the last class of week 6
(Assessed tutorial exercises)
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9.
719 Aug Cultural influences on Int’l marketing (Potential market assessment) 
826 Aug Market entry and expansion strategies
 2 - 6 Sep Mid-semester break 
99 Sep International product & service strategies 
1016 Sep International distribution operations and logistics 
1123 SepInternational pricing and promotional mix & advertising strategies
1230 SepImplementation, organising and control                       Assessment Task 1b Due in the last class of week 12
(Assessed tutorial exercises)
You will receive the feedback in week 13. If required, resubmission for this assessment is due by the end of week 14
for this assessment is due by the end of week 14
137 Oct Student consultation session - major assignment
1414 Oct 1. Final student consultation session
 2. Major assignment due
 NB: Due in the last class of week 14
 3. Students to prepare for week 15 assessment
Assessment Task 2 Due
(Major assignment)


1521 Oct Oral test/interview or written test (TBA) Assessment Task 3
1628 Oct Resubmissions 

Learning Resources

Prescribed Texts



•Czinkota M., Ronkainen, I, Brady, C., Beal, T. (2008), International marketing, asia pacific ed., Thomson
•Mulbacher, Dahringer, Leiths, (2006), International Marketing: A Global Perspective, 3rd ed., Thomson
•Fletcher and Brown (2005), International Marketing, An Asia-Pacific Perspective, 3rd ed., Prentice Hall.
•Lascu, D. (2008), International marketing, 3rd Ed., Cengage Learning
•McAuley, A. (2001) International Marketing: Consuming Globally, Thinking Locally, 1st ed., John Wiley & Sons, LTD.  

Other Resources

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

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

Assessment 1
TASK 1a & 1b (Due Dates: Last class of week 6 & 12 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Assessment 2
TASK 2 (Due Date: Last class 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

Assessment 3
TASK 3 (Due Date: Week 15)
The third assessment tasks will require students to undertake an oral test/interview or written test. Students are 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

Submission Requirements

Assessment tasks must be submitted via Blackboard.

You should:

• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – 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