Course Title: Manage international marketing programs

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: BUSM6263C

Course Title: Manage international marketing programs

School: 650T Vocational Business Education

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

  Bill James           

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 co-delivered and co-assessed with MKTG5843C (BSBMKG605B) Evaluate international marketing opportunities.

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
16 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
213 Jul Risks assessment & risk management strategies 
320 Jul Economic environment of int’l marketing 
427 Jul

 Political & legal environment of int’l marketing

Natural & Technological environment of int’l marketing

53 Aug

Student consultation session - Assessment Task 1 


610 Aug

 Cultural influences on Int’l marketing


 Assessment Task 1 due in week 6
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 8.
717 Aug Market entry and expansion strategies
824 Aug 
Student consultation session - Assessment Task 2
 1 Sep Mid-semester break 
97 SepMarket entry activities (Self-directed learning) 
1014 Sep

International product & service strategies
International distribution operations and logistics

1121 Sep International pricing Assessment Task 1 due in week 10
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 12.
1228 Sep

Promotional mix & advertising strategies


135 OctStudent consultation session - Assessment Task 3 
1412 Oct


Implementation, organising and control

1519 Oct

Final Assessment consultation session

Assessment Task 3 due

Assessment Task 3 due in week 14
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 16
1626 OctAssessment Feedback & Course Review





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

This unit is co-delivered and co-assessed with MKTG5843C (BSBMKG605B) Evaluate international marketing opportunities.

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 (3-4 students per 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
Group or individual: Group (3-4 students per 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 14
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 work individually 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.

Submission Requirements
You should:

• Ensure that you submit assessments on or before the due date.
• 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 each assessment task 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): You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading): After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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 Submission Procedures You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:

Form to use:

Where an extension of greater than seven days is needed, you 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:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs): If you are found to be unsuccessful 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.

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:;ID=7usdbki1fjf31

Course Overview: Access Course Overview