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Faculty of Business & Enterprise

Higher Education Division

HBM223/223N

Transnational Marketing

Semester 2, 2009

Convenor: Dr Jawed Mohammed

Swinburne University of Technology, 2008Except as provided in the Copyright Act 1968, this document may not bereproduced in any form without the written permission of the University.

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Unit of Study Outline

Unit of study code HBM 223 / 223N

Unit of study name Transnational Marketing

Teaching Term/Semester & Year Semester 2, 2009

Contact Hours (hrs/wk) or total contacthours

Lecture 2hrs X 12 weeks

Tutorial 1hr X 12 weeks

Prerequisites HBM110 Fundamentals of Marketing

Corequisites Nil

Credit Points 12.5

Teaching Staff

Name Role Campus&

RoomNo.

PhoneNo.

Email Address ConsultationTimes

Dr Jawed Mohammed Convenor Hawthorn

BA1212

92144718 [email protected] Byappointment

Mr Anton Kaluwila Tutor Hawthorn

BA1209

TBA [email protected] TBA

Aims

This unit aims to provide students with the knowledge to enable them to understand the concept

of Transnational Marketing and how it fits within overall corporate structure and strategy,

enabling organisations to realise offshore opportunities. The unit will look at analysis of markets,

strategies for entry, and implementation of transnational marketing procedures.

Learning Objectives

After successfully completing this unit, you should be able to:

1. Express knowledge and understanding of the concept of transnational marketing2. Understand how transnational marketing fits within overall corporate structure and

strategy3. Understand how transnational marketing enables organisations to realise offshore

opportunities4. Analyse potential transnational market opportunities5. Propose strategies for entry into transnational markets

6. Implement transnational marketing procedures

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Content

Lectures include: Key Concepts, Organisation Preparedness to go Global

Economic Issues

Political-Legal Environment

Cultural & Technological Environments

International Marketing Research

International Segmentation & Positioning

Market Entry Modes

Product and Service Strategy

Distribution Strategy

Promotion Strategy

Pricing Strategy

Trends in International Marketing

Key Generic Skills for this Unit of Study

You will be provided with feedback on your progress in attaining the following generic skills:

teamwork skills

analysis skills

problem solving skills communications skills

ability to tackle unfamiliar problems, and

ability to work independently

Learning and Teaching Structure

Duration: 12 weeks

Sessions: 12 sessions comprising Lectures/Tutorials

Contact Hours: 36 hours comprising 24 hours of lectures (2hrs) and 12 hours of tutorials (1hr).

Students are expected to attend all 12 sessions

In a Semester, you should normally expect to spend, on average, twelve and a half hours oftotal time (formal contact time plus independent study time) a week on a 12.5 credit point unit ofstudy.

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Lecture Schedule

Session Lecture topics and content

1 Unit Overview, Key Concepts, Organisation Preparedness to go Global

2 Demographic and Economic Environment

3 Natural and Technological Issues

4 Political and Cultural Environment

5 International Marketing Research

6 International Segmentation & Positioning

Mid-semester break

7 Market Entry Modes

8 Product/Service Strategy

9 Distribution Strategy

10 International Marketing Communication Strategy

11 Pricing Strategy

12 Trends in International Marketing

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Tutorial schedule

Session TUTORIAL CONTENT

PREPARATION: to be done in advance of tutorialAssignments

1 Country selection for PEST analysis2 Group formation, globalisation debate

3 Lecture 2 review questions, ch. 3

Class analysis of the following article download from Blackboard

Micallef, Joseph V. (1982) Assessing political risk. McKinsey Quarterly,82/4, pp.67-78

4 Lecture 3 review questions; ch.2

PEST exercise Preparation: Find data that you will need for yourpolitical, legal, socio-cultural analysis;

Bring country data intutorial for your PESTanalysis

5 Lecture 4 review questions; ch. 4

Mooij, Marieke and Hofstede, Geert (2002) Convergence anddivergence in consumer behavior: implications for internationalretailing, Journal of Retailing, 78/1, pp. 61-69

Presentation 1: Cross-Cultural issues inMarketing

6 PEST Q & A forum, referencing issues; ch.6

Williams, S.C (1996) Researching Markets in Japan--A MethodologicalCase Study. Journal of International Marketing, 4/2, pp. p87-93

Presentation 2: Int.Marketing Research

Mid-semester break

7 Segmentation exercise, ch. 5 & 7

Alan Tapp, Jeff Clowes (2002). From carefree casuals to

professional wanderers: Segmentation possibilities for footballsupporters. European Journal of Marketing, 36/ 11-12, pp. 1248 1269

Assignment 1 dueto be submitted inyour tutorial

Presentation 3:Segmentation

8 Lecture 7 review questions, Chs 9 & 10

Schuh, Arnold (2000) Global Standardization as a Success Formula forMarketing in Central Eastern Europe?Journal of World Business, 35/2,pp. 133-148

Presentation 4: Int.Product and ServiceStrategy

9 PEST assignment debrief; Lecture 8 review questions; ch. 8

Erminio, Fina and Rugman, Alan M. (1996), "A Test of InternalizationTheory and Internationalization Theory: The Upjohn Company,"

Management International Review, 36/3, pp.199-213.

Presentation 5: MarketEntry Modes


Moen, ystein; Endresen, Iver; Gavlen, Morten (2003) ExecutiveInsights: Use of the Internet in International Marketing: A Case Studyof Small Computer Software Firms. Journal of International Marketing,2003, 11/4, pp. 129-149

Presentation 6: Int.Distribution Strategies


Taylor, M. (2000)Cultural variance as a challenge to global publicrelations: A case study of the Coca-Cola scare in Europe,PublicRelations Review, 26/3, pp. 277-293

Presentation 7: Int.MarketingCommunication

12 Revision Revision

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http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W5W-417WC5T-2&_user=907278&_coverDate=11%2F30%2F2000&_alid=604111465&_rdoc=33&_fmt=full&_orig=search&_cdi=6581&_sort=d&_docanchor=&view=c&_ct=70&_acct=C000047763&_version=1&_urlVersion=0&_userid=907278&md5=a079dee58cbdb444813f53750f7aef82#hit2%23hit2http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W5W-417WC5T-2&_user=907278&_coverDate=11%2F30%2F2000&_alid=604111465&_rdoc=33&_fmt=full&_orig=search&_cdi=6581&_sort=d&_docanchor=&view=c&_ct=70&_acct=C000047763&_version=1&_urlVersion=0&_userid=907278&md5=a079dee58cbdb444813f53750f7aef82#hit2%23hit2http://www.sciencedirect.com/science/journal/03638111http://www.sciencedirect.com/science/journal/03638111

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Resources and Reference Material

Kotabe, M., Peloso, A., Gregory, G., Noble, G., Macarthur, W., Neal, C., Riege, A., Helsen, K.(2008). International Marketing: An Asia Pacific Focus, John Wiley and Sons: Australia.

Assessment

Assessment Task Individual/Group Task

Related LearningObjective(s)

Weighting Due Date

Individual report Individual 1, 3 & 4 25%

Group assignment

Group 2, 5 & 6 25%

Report - 15%Presentation - 10%

Class Participation 10%

Final Examination 1, 2, 3, 4, 5 & 6 40%

Minimum Requirements to pass this Unit of Study:

In order to achieve a pass in this unit of study, you must:

Students must obtain at least 50% in the final examination to pass the subject.

Submission of all assignments and their components are compulsory.

Assessment Task Details:

1. Individual PEST Assignment

Due in your tutorial in Week 7. The assignment is worth 25% of the total marks.

Task 1

In Tutorial-1 you will select ONE country for PEST analysis. Two or more students CANNOT do ananalysis of the same country in each tutorial.

Task 2

In no more than 1500 words do a broad PEST analysis (Political, Economic, Socio-cultural, andTechnological) of your target country and then identify a specific need/want of a consumer product orservice (see definitions bellow) that satisfies that need (including a supportive argument/justification, i.e.

identifying a target market), and a list of references. The need/want should exist now and should be justified with facts from your PEST. Make sure you familiarise yourself with the PEST assignmentmarking criteria and look into the following text for writing guidelines:

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Summers, Jane and Smith, Brett (2006). Communication skills handbook. Milton, Qld.: John Wiley &Sons Australia.

Assignment Format

Written Assignments should:

be in a business report format

be typed

include a table of contents

have numbered pages

NOT bound in plastic sleeves/pages

have appendices only if these include materials that support your paper

include a list of references and proper referencing (Harvard style) in text,

comply with style and the referencing as used in the book titled, Communication Skills Handbook

How to succeed in written and oral communication by Summers and Smith, available for purchaseat the bookshop or in the Library.

NB! Failure to properly reference data/facts in this assignment will mean that this material will not beincluded in your assessment. Assignments without reference list will NOT be accepted. Assignmentsincluding direct quotations of more than 20% will not be assessed.

Assignment Submission

A hard copy of the assignment must be submitted in the tutorial or as advised by your tutor.

2. Group assignment presentation

Students should organise in groups of up to 4 students. All students must present a journal articlereview in tutorials. The presentation should be done using overhead transparencies and not morethan 20 minutes.

An article review:

Summarize the article in your own words (no extended quotes or close paraphrases or plagiarism!). You mayuse secondary sources (textbooks) to help you think about ways to describe this particular study (that is, these

studies might be explained mentioned in social psych or other kinds of textbooks). Your presentation shouldbe within 15-20 minutes time limit and include summaries of:

1) Study context (background material on other theories or research related to this article's hypothesis) -that is, how is this study related to what is already known? Explain how the article relates to theoriesincluded in your International Marketing textbook or other marketing texts.

2) What are the key concepts of the study? Explain these in your own words.3) What was the motivation for the study? What was the main argument and how it is supported?4) What was the methodology that was used: include main method (experiment, case study, survey,

etc.).5) The main results of the study6) The conclusions drawn, study contributions, stated limitations of the research, and suggestions for

future research

7) Prepare 3-4 questions for class discussion e.g. questions asking how the main arguments orconclusions of the paper were supported.

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NB: Supply a copy of your article review presentation to your tutor. The journal article links will beavailable on Blackboard or can be found via Journal article search engine via SUT library links.

3. Participation

Students will also earn up to 10% of marks for participation and attendance of lectures andtutorials. Participation is based on evidence of regular reading of corresponding material prior tothe tutorial and participation in discussions in both lectures and tutorials. If you do not attendtutorials and you do not have a medical certificate you will lose a percentage of the tutorialmarks. However, to receive full marks you need to actively participate. Evidence of your tutorialpreparation and article reading is asking/ answering of questions, having your own notes onarticle or article summary.

4. Final examination

This 2 hour closed book examination is held at the end of semester. This will provide an

opportunity for you to demonstrate your grasp of the unit concepts and their application in an

international context. Format and topics will be advised later in the semester.

Assessment Criteria:

The grading criteria for assignments are shown in the table below.

Grading Meaning

HD

Outstanding, insightful work. Goes beyond requirements of the task to develop a response,which is thoughtful, reflective, and considers alternative views and makes connections amongideas and information from different sources or from different aspects of the course. Wellresearched and documented. Displays creativity and originality.

DVery good work. Purposefully and logically developed. Thoroughly addresses all aspects of thetask. Synthesis of details and concepts from various sources or topics shows evidence ofsound understanding and thoughtful examination. Research information appropriately cited.

C

Good work. Generally clear, accurate and relevant. Adequately addresses all requirements ofthe task. Demonstrates understanding of course concepts, with evidence of some thoughtfulexamination and reflection. Development is generally logical, facts generally correct. Tends tofocus on one interpretation.

PSatisfactory work. Shows basic understanding of concepts with minimal evidence of reflectionor thoughtful analysis. Complies with the basic requirements, relies on limited sources ofinformation, little integration of concepts.

NUnsatisfactory work. Fails to address the topic in a meaningful way. May be extremely brief,inaccurate, illogical or undeveloped.

Final Result Categories

Symbol Result % Symbol Result %

HD High Distinction 85-100 N Not Pass 1-49

D Distinction 75-84 NA No assessment attempted

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C Credit 65-74 WDFP Withdrawn/Fee payable

P Pass 50-64 NLWD Not Pass/Late withdrawal

CP Conceded Pass 45-49 DEF Deferred result

Conceded Pass

The result CP (Conceded Pass) only applies to students enrolled in award courses within the Division of HigherEducation, Hawthorn and Prahran. It does not apply to students enrolled in the Division of Higher Education,Lilydale. A conceded pass will be awarded according to the conditions listed below. This result will berecorded as follows:

Result Symbol %

Conceded Pass CP 45-49

Undergraduate students (Hawthorn and Prahran only) will be awarded a Conceded Pass in a unit in which theyachieve a result of 45-49% under the conditions outlined below.

Extensions and Late Submissions:

All assessment tasks should be submitted on the required day. Extensions are not normally granted but inexceptional circumstances or where there is genuine hardship, a limited extension may be granted by the unitconvenor. Any applications should be made in writing to the convenor at least 48 hours prior to the due dateand where appropriate documentary evidence such as a doctors certificate should be attached.

Where an assignment is submitted after the specified due time and date, the assignment mark will bepenalised at the rate of 10% per day or part thereof.

If late assignments are received after marked assignments have been returned, the late assignments will notbe accepted any marks.

The facility for resubmission of assessment tasks is not available in this unit.

Group work Guidelines:

A group project is the collective responsibility of the entire group, and if one member is temporarily unable tocontribute, the group should be able to reallocate responsibilities to keep to schedule. In the event of longer-term illness or other serious problems involving a member of a project group, it is the responsibility of the othermembers to make the project supervisor aware of the situation straight away.

Group project reports must be submitted with the project cover sheet, signed by all members of the group.

All group members must be satisfied that the work has been correctly submitted. Any penalties for latesubmission will apply to all group members, not just the person who submitted.

Plagiarism:Swinburne University of Technology defines Plagiarism as the action or practice of taking and submitting orpresenting the thoughts, writings or other work of someone else as though it is your own work. Plagiarismincludes any of the following, without full and appropriate acknowledgment to the original source(s):

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(i) The use of the whole or part of a computer program written by another person;

(ii) the use, in essays or other assessable work, of the whole or part of a written work from any sourceincluding but not limited to a book, journal, newspaper article, set of lecture notes, current or past studentswork, any other persons work, a website or database;

(iii) the paraphrasing of anothers work;

(iv) the use of musical composition, audio, visual, graphic and photographic models,

(v) The use of realia, that is objects, artefacts, costumes, models and the like.

Plagiarism also includes the preparation or production and submission or presentation of assignments or otherwork in conjunction with another person or other people when that work should be your own independent work.This remains plagiarism whether or not it is with the knowledge or consent of the other person or people. Itshould be noted that Swinburne encourages its students to talk to staff, fellow students and other people whomay be able to contribute to a students academic work but that where independent assignment is required,submitted or presented work must be the students own.

Enabling plagiarism contributes to plagiarism and therefore will be treated as a form of plagiarism by theUniversity. Enabling plagiarism means allowing or otherwise assisting another student to copy or otherwise

plagiarise work by, for example, allowing access to a draft or completed assignment or other work.

Assessment and Appeals Policy and Procedure

The information outlined in the Assessment sections above is covered in more detail in SwinburnesAssessment and Appeals Policy and Procedure. Students must be familiar with the Policy and Procedure,found athttp://www.swinburne.edu.au/corporate/registrar/ppd/docs/AssessmentandAppealsHigherEducation.pdf

The Policy and Procedure provides details about:

Assessment issues such as the conduct of examinations, plagiarism policies and details explaining

how to apply for a review of results and other appeals, and Student progress issues such as unsatisfactory academic progress and early intervention procedures,

and

Information for students with disabilities and special needs and procedures for applying for special

consideration.

Students should make themselves familiar with all aspects of the Policy and Procedure, as failure to do so isnot grounds for appeal.

Students are advised to seek advice from the staff at the Swinburne Student Amenities Association SSAA(http://www.swinburne.edu.au/ssaa/) if they require assistance with advocacy for Sections 12 (At-Risk andProgress Review) and 13 (Appeals) of the Policy and Procedure.

Email Communication

For privacy and reliability reasons SUT will only communicate with you via your official Swinburneemail account. It is your responsibility to check this account regularly for important officialcommunication.

Blackboard Site for this Unit of Study

Important information concerning this unit of study is placed on the Swinburne course management system(Blackboard), accessible via http://blackboard.swinburne.edu.au/

It is your responsibility to access on a regular basis

the Blackboard site for your unit of study,

the Announcements section on Blackboard, and

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any emails sent by the teaching staff to your student email address via Blackboard.

If you access your email through a provider other than Swinburne, it is your responsibility to ensure that

your Swinburne email is redirected to your private email address. To redirect your Swinburne email, go tohttps://www.swin.edu.au/chdets/login.php

Type in your ID number and your password. Note your ID number is the first six numbers of your student

ID and your password is initially set to your date of birth in the format DDMMYY Under 'Email forwarding' enter the email address to which you would like your Swinburne emails to be

forwarded.

Now click 'Change'

Student Feedback:

Swinburne seeks student feedback in a number of ways, including through periodic Student Feedback onUnits and Student Feedback on Teaching surveys, as part of the universitys approach to quality assuranceand improvement. Possible improvement based on both student and staff feedback is considered by UnitConvenors, Unit Panels made up of relevant teaching staff, Program Panels, Faculty Academic Committees,and the Academic Programs Quality Committee, as appropriate.

Safety Standards and Conduct Requirements:

The University executes safety drills without warning. Be prepared to follow instructions from staff and/orwardens to evacuate the building in a safe and orderly manner.

All students are expected to respect the rights and sensibilities of their fellow students and teaching staff. Thisalso applies in respect of the content of video and audio work submitted for assessment. The University hasrigorous anti-discrimination and harassment policies and procedures.http://ppd.swinburne.edu.au/humres/AntiDiscrimination.htm

Special Needs

If you have special needs you should advise your Faculty and the Unit of Study Convenor by the end of thesecond week of the teaching period. In addition, you are recommended to notify the Equity Office if you havenot already done so.

See also the Students with Disabilities and Special Needs Section of the Assessment and Appeals Policy &Procedure, athttp://www.swinburne.edu.au/corporate/registrar/ppd/docs/AssessmentandAppealsHigherEducation.pdf

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HBM223 Tutorial Presentation

Presentation Topic: ____________________________________________________

Teaching Week: _____

Student Names: ___________________________________

___________________________________

___________________________________

_________________________________

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Presentation Criteria Max. (25points)

Research Skills: (max. 15 points)

Study context (background material on other theories or research related to this article's

hypothesis) - that is, how is this study related to what is already known? Explain how the

article relates to theories included in your International Marketing textbook or other

marketing texts.

Explanation of key concepts of the study.

Explanation of the motivation for the study

Explanation of the methodology that was used: include main method (experiment, case

study, survey, etc.).

Summary of the main results of the study in English (not the statistics)

Conclusions drawn, stated limitations of the research, and suggestions for future research

Presentation Skills & Style (max. 5 points):

- Communicate ideas and opinions clearly and coherently

- Structure key points in concise manner

- Present in a professional, confident, and convincing manner

- Be within the time limit

Class Facilitation (max. 5 points):

- Quality of questions for group discussion

- Facilitate an interactive class discussion of at least 5 minutes

- Attract the full attention of the class; handle and answer any questions

Marking criteria for PEST analysis - HBM223

Comments

Subject knowledge and understanding: / out of 15

Covering all sections of the PEST environment forthe country selected including:

- Home politics and current government agenda;

- Legal system, Bi/Multi-lateral relations;

- Presentation and analysis of current economic

environment;

- Interpretation of relevant statistical information,

which supports key statements and clarifies the size

of the key industries;

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- Analysis of the socio-cultural environment

including: religion, social institutions, business

culture, education and literacy, health and

demographics;

- Analysis of the technological environmentincluding its quality and level of development

Originality and argumentation / out of 5

- Identification of consumer product or service need,

which is relevant for the country selected;

- Clear justification with arguments and references

to key points of the PEST analysis

Research and presentation skills / out of 5

- In depth literature analysis with good selectionof references and news reports

- Presentation of relevant information in a conciseand clear manner

- Coherence between sections, where necessary -clear use of graphs and tables with reference in

text

- Complete and clear sentence structure free oferror.

Total mark:

Assessor: / max. 25

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