Course Title: Promote products and services to international markets
Part B: Course Detail
Teaching Period: Term1 2020
Course Code: MKTG7989C
Course Title: Promote products and services to international markets
School: 650T Vocational Business Education
Campus: City Campus
Program: C5372 - Diploma of International Business
Course Contact: Sam Menai
Course Contact Phone: +61 3 9925 8805
Course Contact Email: sam.menai@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Nominal Hours: 70
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
Course Description
This unit involves the skills and knowledge required to promote products and/or services of the business within specified international markets.
It applies to individuals with managerial responsibility including planning, coordinating, reviewing and reporting on promotional activities. Management of promotional activities may involve geographic separation from these activities.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG513 Promote products and services to international markets |
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Element: |
1. Plan promotional activities |
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Performance Criteria: |
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Element: |
2. Coordinate promotional activities |
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Performance Criteria: |
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Element: |
3. Review and report on promotional activities |
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Performance Criteria: |
3.1 Analyse audience feedback and data to determine impact of promotional activity on delivery of products and/or services 3.2 Assess effectiveness of planning processes to identify possible improvements for future international promotional activities 3.3 Collect and provide feedback to personnel and agencies involved in promotional activity both in international and domestic settings 3.4 Analyse costs and timelines to evaluate benefits accruing from internationally based promotional activities 3.5 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions for internationally based promotional activities |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to promote products and/or services of the business within specified international markets.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
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
Promote Products and Services to International Markets
Week |
Week Commencing |
Topics |
Assessment |
1 |
10 Feb |
Introduction to the course and schedules |
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2 |
17 Feb |
Product concepts |
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3 |
24 Feb |
Price concepts |
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4 |
2 Mar |
Place concepts |
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5 |
9 Mar |
Promotions (Advertising) |
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6 |
16 Mar |
Promotion mix & Brand Awareness |
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7 |
23 Mar |
Promotion Budget & Business Networking |
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8 |
30 Mar |
Segmentation, Targeting & Positioning |
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9a |
6 Apr |
1. Practical Activity: Surf product/s to Japan 2. Assignment 1 workshop 1 |
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9 – 15 Apr. 2020 Mid-semester break
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9b |
13 Apr |
1. Practical Activity: Surf product/s to Japan 2. Assignment 1 workshop 1 |
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10 |
20 Apr |
Assignment 1 workshop 2 |
Assessment 1 due date 26 Apr., Sunday 11.59pm |
11 |
27 Apr |
Trade Shows & Exhibitions |
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12 |
4 May |
Coordinate, implement & review promotional activities |
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13 |
11 May |
Assignment 2 workshop 1 |
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14 |
18 May |
Assignment 2 workshop 2 |
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15 |
25 May |
Assessment Review & Feedback
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Assessment 2 due date 31 May, Sunday 11.59pm |
16 |
1 Jun |
Resubmission of assessments |
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17 |
8 Jun |
Final Resubmissions |
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Learning Resources
Prescribed Texts
References
Other Resources
Other Resources:
All learning materials will be provided in CANVAS.
Overview of Assessment
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
Performance Evidence
You will be required to provide evidence of the following skills:
- plan, coordinate and review promotional activities undertaken in an international context
- produce a report detailing activities and recommendations to inform and guide future promotional work.
Knowledge Evidence
You are required to provide evidence of the following:
- identify available overseas media
- summarise cultural characteristics of groups within target market
- list relevant international business networks
- outline marketing strategies and promotional activities suitable for international markets.
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
Assessment 1
Task Name: Prepare a report about foundations of marketing practice
Duration and /or due date:
This assessment task is to be completed by week 10 (26 Apr., Sunday 11.59pm) of commencing this unit
Summary and Purpose of Assessment
This assessment task has been designed to allow you to work within groups of 2 to demonstrate an understanding of how to promote products or services to international markets. This assessment task is one of two required to demonstrate competency for this unit.
You will be required to identify and assess how an organisation that operates on a global scale uses marketing and promotional activities to promote its products or services. As part of this analysis, you will need to compare and contrast these activities in both the domestic setting (Australia) vs. how they operate in one specific international market. You will need to consider factors such as cultural appropriateness and organisational requirements.
Assessment Instructions
What
1a. You must select an organisation that operates globally from the table below.
H&M |
KFC |
Toyota Motor |
BMW |
Zara |
Nike |
Apple |
Samsung |
Hyundai Motor |
KPMG |
Coca-Cola |
Unilever |
Nestle |
Ford Motor |
Samsung |
McDonalds |
1.b. After selecting the company, you are to access the company’s marketing plan.
2. You will need to access 2 marketing plans from your chosen company. One domestic and the other international. You must provide an analysis of the client’s existing marketing and promotional activities in the two markets. You must include the following:
- Promotional objectives
- Product
- Price
- Place
- Promotion
- People (employees)
- Market segments
- Target markets
- Cultural appropriateness in line with organisational requirements
- You must compare the differences and similarities of Australia and International markets including promotional objectives and cultural differences.
You must provide evidence such as screenshots of actual marketing campaigns that can help to highlight the differences and similarities.
After reviewing the above, consult with your group member to determine overall promotional objectives for the international and domestic market.
- You must provide recommendations for future improvements in how the organisation promotes its products or services in an international market. As part of this recommendation identify available overseas media that could be used to promote your organisation’s products or services.
- You must create a report using the report structure as outlined on page 3 & 4 of this document with a word limit between 2,000 to 2,500 words. All information used or cited in each assessment must be referenced.
Information must be well presented in a clear, concise, logical and business-like manner, using clear English expression.
Where
You will be provided half an hour before the conclusion of each class to work on this assessment task however you are expected to complete most of the assessment outside of class time.
How
You will be assessed according to the criteria outlined in the Criteria for Assessment on page 5. All criteria identified must be addressed to satisfactorily complete this Assessment Task.
Assessment 2
Task Name: Prepare a report on a marketing and promotional activity plan
Duration and/or due date:
This assessment task is to be completed by week 15 (31 May., Sunday 11.59pm) of commencing this unit.
Summary and Purpose of Assessment
This assessment task has been designed to demonstrate your ability to plan and schedule promotional activities in an international business setting for a proposed international trade show. It encourages you to understand how products and services are promoted and how global organisations operate.
This assessment task is second of two required to demonstrate competency for this unit.
Assessment Instructions
What
You must complete this assignment on an Australian organisation that intends to or currently operates internationally. You will need to select a business which has information that is publicly available. Prior to proceeding with this assessment, you should seek approval of the selected organisation from your assessor via email.
For this assessment you are required to develop a marketing and promotional activities plan for an Australian organisation to promote its product/s or services overseas by taking part in a trade show in a chosen international market.
Questions:
- Select an Australian organisation that intends to or currently operates internationally. Suggested list of Australian companies to choose from include: Baxter Boots, Blundstone Footwear, Rip Curl, Billabong, Uggs-N-Rugs, Bega Cheese, Australian Vintage Limited wines, Penfolds, Accolade Wine, R.M.Williams, Sukin, A’kin, G&M Cosmetics, Hardys, Yalumba, Cotton On, De Batoli, Crumpler, Blackmores, Treasury Wine, Boost Juice, Bulla Dairy Foods, Seppelt, Treasury Wine, Tarocash, Darrell Lea, Paspaley Pearl, Sportsgirl.
- You are to create two action plans. The first action plan required is to schedule what activities need to be done before the trade show. This should be done using a Gantt chart to include timelines and costs that are realistic and consistent with budget resources. The second action plan will be developed for any promotional activities during the trade show. This must take into consideration the cultural aspects and features of the audience.
- Create timelines and costs for the participation in the international trade show are realistic and consistent with budget resources.
- Identify and list international business networks that can assist in implementing promotional activities.
- Discuss how you would establish and conduct relationships with the list of international business networks listed above. Outline how these networks would assist in implementing promotional activities for your organisation.
- Identify, allocate and supervise roles and responsibilities of both the overseas personnel and domestic personnel for delivery of the promotional activities.
7a. Referring to the two action plans that you developed above, seek feedback on these action plans by posting a summary explanation of the plans onto international marketing online forums such as:
https://forums.digitalpoint.com/
https://www.marketingprofs.com/ea/
In your summary explanation you must ask for feedback from someone who specialises in international marketing and is not located in Australia.
You can also use generic forums that have a sub forum dedicated to international marketing such as:
Review the feedback provided on your promotional activities from domestic and international marketing experts. You will be required to provide links to your posts or screenshots as an appendix to this assessment, as the feedback must be provided by someone qualified in the field of international marketing.
7b. Analyse the feedback you have collected from the above forums and provide feedback on the promotional activities completed for any future continuous improvement for both the domestic and international markets.
- Explain how you would assess the effectiveness of the actions plans to focus on timelines, costings and processes. How would you share this information to personnel and agencies involved in the promotional activity. They would then note how they would address improvement future promotional activities.
- At the end of the promotional activity provide suggestions on how you would communicate your conclusions and advice on forthcoming promotional activities.
- You must create a report to present your findings and follow the report structure format provided on page 3 & 4 of this document.
- The word limit for the report should be between 2000 and 2500 words. The report should be fully referenced.
Information must be well presented in a clear, concise, logical and business-like manner, using clear English expression.
Assessment Matrix
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
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.
Grading & re-submissions
Successful re-submissions will contribute a CA (Competency Achieved) result to your overall grade for the course.
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:
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
CA |
Competency Achieved |
NYC |
Not Yet Competent |
DNS |
Did Not Submit |
Further information regarding the application of the grading criteria will be provided by your teacher.
Other information:
Academic Integrity
Plagiarism
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.
Referencing
RMIT Business produce their own referencing guidelines entitled written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages). A supporting Referencing website has been developed for the RMIT Business guidelines. You can find out more about Academic Integrity at RMIT Academic Integrity webpage.
Group Assessment
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.
The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.
If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.
Course Overview: Access Course Overview