Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term2 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

David Plowman

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 directedtowards 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

In class discussion and debate, research case study activities and relevant work related assessments

Teaching Schedule

Week Date Topic
1 7 July (1) Subject  Introduction
• Course delivery and assessment details
• Course support documents
• 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 
2 14 July

 Potential market assessment

3 21 July  Economic environment of int’l marketing  
4 28 July  Political & legal environment of int’l marketing
5 4 Aug

 Political & legal environment of int’l marketing

6 11 Aug

 Natural & Technological environment of int’l marketing

7 18 Aug

 Cultural influences on Int’l marketing

8 25 Aug  International market research

Sept 1-7 mid Semester Break 


8 Sept

 Market entry and expansion strategies
 10 15 Sept

 Risks assessment & risk management strategies

11 22 Sept

 International product & service strategies, distribution operations and logistics

12 29 Sept  International pricing and promotional mix & advertising strategies
13 6 Oct

 Subject review

14 13 Oct

 Assignment submission and consultation - (trial presentations)

15 20 Oct

 Oral presentation and questioning

16 27 Oct  Resubmissions

This unit is codelivered and coassessed with MKTG5843C Evaluate International Marketing Opportunities 


Learning Resources

Prescribed Texts

No formal texbook is required.  Texts will be provided by RMIT


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

This course has 2 assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit. This unit is codelivered and coassessed with MKTG5843C Evaluate International Marketing Opportunities

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

Assessment Task 1 – Journal
Date handed out: Week 3
Date and time due: Week 9
Group or Individual: This assignment is to be completed individually / This is a group assessment to be completed in groups of no more than 4 persons.

As a marketing manager you will be required 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.

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 500 words.

Assessment Task 2 – Major Report
Date handed out: Week 1
Date and time due: Week 14
Group or Individual: This is a group assessment to be completed in groups of no more than 3 persons.

As a marketing manager you will be 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.

Choose an Australian product or service of your choice and use this product for your assignment (you may use your client from last semester). You are required to write a report on the possibility of expanding the business internationally, and present this report to the class.

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.

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.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you demonstrate:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction


Other Information

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.

Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.

If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher:

Where an extension of greater than seven days is needed, the student 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 on special consideration and how to apply can be found here:

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website:

Course Overview: Access Course Overview