Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term1 2014

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


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


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

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
110 Feb (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
217 Feb Potential market assessment (Determination of attractive markets) 
324 Feb Risks assessment & risk management strategies (Critical issues in global trade) 
43 Mar Economic environment of int’l marketing (Potential market assessment) 
510 Mar

Student consultation session - Assessment Task 1 


617 Mar

Political & legal environment of int’l marketing (Potential market assessment)

Natural & Technological environment of int’l marketing (Potential market assessment)                                                                                                                                          


 Assessment Task 1
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.
724 Mar Cultural influences on Int’l marketing (Potential market assessment) 
831 Mar Market entry and expansion strategies
97 Apr Student consultation session - Assessment Task 2 - Part 1 
1014 Apr

International product & service strategies

International distribution operations and logistics

Assessment Task 2 - Part 1 Due in the last class of week 10
(Major assignment)
You will receive the feedback in week 12. If required, resubmission for this assessment is due by the end of week 14
 18 - 27 Apr Mid-semester break 
1128 Apr

International pricing and promotional mix & advertising strategies

Implementation, organising and control

125 MayStudent consultation session - Assessment Task 2 - part 2 
1312 May


1. Student consultation session (WIL Project)
2. Major assignment due - Part 2
NB: Due in the last class of week 13
3. Students to prepare for week 15 Assessment Task 3

Assessment Task 2 - Part 2 Due in the last class of week 13
(Major assignment)
You will receive the feedback in week 15. If required, resubmission for this assessment is due by the end of week 16

1419 May 
 Oral trial presentation and consultation (WIL project)
1526 May Oral presentation (WIL project client)

 Assessment Task 3


1612 Jun 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 Task 1 - Assessed set activities/exercises
Date handed out: Week 1
Date and time due: Week 6
Group or individual: Group

This assignment will allow you to demonstrate an understanding of some of the different aspects of international marketing.

You are required to research answers to a set of activities which analyses international trade markets, trade patterns, identify and evaluate market attractiveness. Maximum word limit for each question is 1,000 words (Minimum 500 words). Only include key points. All researched information must be referenced.

Assessment Task 2 - Write a proposal report on the possibility of expanding a business internationally.
Date handed out: Week 1
Date and time due: Week 10 (Part 1) & Week 13 (Part 2)
Group or individual: Group

This assignment will allow you to demonstrate an understanding of how to write a proposed international marketing plan report to a client.

The second assessment tasks will require students to work in designated groups on a real live WIL (work integrated learning) project. 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 Task 3 - Review and analysis on the different aspects of international marketing
Date handed out: Week 13
Date and time due: Week 15
Group or individual: Individual

This assignment will allow you to demonstrate the overall understanding of evaluating and managing international marketing program.

The third assessment tasks will require students to present their WIL project to the client. Students are to dress in an office or business attire and to present themselves in a professional manner for their oral client presentation. 

Submission requirements:
Assessment tasks must be submitted online through blackboard.

You must:
• Retain a copy of your assessment tasks.
• 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.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), 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.

If you are found to be Not Yet Competent in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
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.

Final Date for All Assessments.
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will


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.

Other Information

Late submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information:
Form to use:

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w
Form to use:

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:
More Information:;ID=7usdbki1fjf31

Course Overview: Access Course Overview