Download UoS Outline approved - The University of Sydney

BUSINESS SCHOOL
Unit of Study Outline
Unit Code MMGT6008
Unit Title Global Marketing Management
Intensive March, 2017
Pre-requisite Units: N/A
Co-requisite Units: N/A
Prohibited Units: N/A
Assumed Knowledge and/or Skills: You are assumed to have high levels of critical thinking skills
Unit Coordinator: Ms. Megan Davis
Address: Room 4029, Abercrombie Precinct(H70), The University of Sydney NSW 2006
Email: [email protected] Phone:
Consultation Hours: Please go to Blackboard for details of all staff consultation times.
Class Day(s): Please go to Blackboard for class times and locations
Required Text / Resources:
Isobel, Doole,Lowe and Alexandra Kenyon (2016), International Marketing Strategy, Analysis,
Development and Implementation. 7th Edition. Cengage Learning EMEA
This unit of study outline MUST be read in conjunction with
The Business School Unit of Study Common Policy and implementation information that applies to every unit of study offered by the
Business School (http://sydney.edu.au/business/currentstudents/policy). All assessment rules, such as standards used, penalties etc, are
covered.
The Business School Student Administration Manual - for information about all processes such as illness, appeals etc (
http://sydney.edu.au/business/currentstudents/student_information/student_administration_manual) When deciding applications and
appeals relating to these matters it will be assumed that every student has taken the time to familiarise themselves with these key policies
and procedures.
The Business School seeks feedback from students and staff in order to continually improve all units offered. For information on previously
collected feedback and innovations made in response to this feedback, please see
http://sydney.edu.au/business/learning/planning_and_quality/feedback/student
1. Unit of Study Information
A core skill for managers in an increasingly competitive world is applying marketing principles within the context of
the international marketplace. This unit equips students with key decision-making tools, helping them answer
critical questions about managing the marketing effect in the global market place. The unit introduces fundamental
marketing concepts and theories, and demonstrates their practical application within the international arena.
Topics include market and competitive analysis, market segmentation and product positioning, brand and product
management, pricing issues, integrated marketing, communications, measuring return on marketing investment,
and managing the international organisation and external relationships responsible for successful implementation.
Case studies are used to illustrate concepts and their practical application.
This unit is only available to students enrolled in the Master of Management or Master of Management (CEMS).
Version: 2017 Business School
1
BUSINESS SCHOOL
2. Program Learning Outcomes and Unit Learning Outcomes
The Program Learning Outcomes for this Program are located at
http://sydney.edu.au/business/about/accreditations/AoL
Unit Learning Outcomes
Unit Learning Outcomes
On the successful completion of the Unit you should be able to:
Critically analyse external and internal international marketing
environments
Program Learning Outcomes
Develop a comprehensive and a persuasive international marketing plan
for a recognised global brand
Engage in robust debates both verbally in class and through written
responses which question the assumptions on key marketing issues
Develop actionable strategic recommendations when solving international
marketing issues discussed in class exercises
Generate and persuasively communicate your marketing strategies (in the
marketing plan and presentation) to the unit coordinator verbally and in
writing
1. Business Knowledge
2. Critical Thinking
3. Business Analysis and
Problem-Solving
1. Business Knowledge
2. Critical Thinking
3. Business Analysis and
Problem-Solving
1. Business Knowledge
2. Critical Thinking
3. Business Analysis and
Problem-Solving
4. Communication
6. Ethical and Social
Responsibility
2. Critical Thinking
3. Business Analysis and
Problem-Solving
2. Critical Thinking
3. Business Analysis and
Problem-Solving
4. Communication
3. Assessment
Assessment
Name
Strategic
marketing Plan
Presentation marketing Plan
Final Exam
Individual/ Assessment
Group
Conditions
Program
Learning
Outcomes
Assessed
Length
Group
Compulsory
1, 2, 3, 4, 5
3500-4500 40%
Group
Compulsory
1, 2, 3, 4, 5
Individual
Compulsory
1, 2, 3
Academic
Honesty
Due
Time
Due Date
Closing Date
5:00pm
12-Apr-2017
14-Apr-2017
15-20mins 20%
Week 6
Week 6
2.5 hours
Final Exam
Period
Final Exam
Period
Weight
40%
Week 4
For the meaning and operation of this table, see policy information in the box on the front page or click here
Assessment details
Strategic marketing Plan
●
Task Description
Prepare an International Marketing Plan for the BMW Global Brand (3500-4500 words)
Part 1: Environment, country/opportunity and market analysis (approx 2000 - 2500 words) Extensive
secondary research across a range of sources is essential: academic journals, industry and general
publications.
Version: 2017 Business School
2
BUSINESS SCHOOL
This analysis will involve understanding the internal and external environmental influences on BMW's past
global marketing strategy and identifiying those that will be significant in influencing its future It will include an
analysis of the customers, competitors, the market place and the broader environment, as well as company
specific information and should set the foundation for the development of marketing recommendations in part
2. Some suggested analytical tools would include;
Macro - PESTLE (including culture),
Micro - Porter's 5 forces, Positioning (Perceptual mapping), portfolio analysis (if relevant), SWOT.
The final component of Part 1 will be to select a country as a market growth opportunity for BMW, based on
your research findings, then identify the market entry mode, selection criteria and justify the selection.
Part 2: Market selection and global marketing strategy recommendations (approx 2000 - words) In this
section students will briefly discuss the key elements of BMW's global marketing strategy to date, then identify
new market opportunities that may be useful for BMW to revitalise and meet challenges to future growth.
Based on their research findings from Part 1, students will identify potential new segments and then make
recommendations as to the appropriate marketing mix elements that BMW should adoopt to either protect
current market share, expand global sales, or both. The international marketing plan will be assessed and
evaluated by the UOS Coordinator.
●
●
Assessment Criteria
A detailed assessment criteria is available on blackboard, however the main areas for consideration include;
- analysis of relevant articles from secondary sources for the organisation and industry
- application of secondary research findings and theoretical concepts from the course to assist in the
development and substantiation of strategic marketing recommendations.
- development of a clear, logical and evidence based discussion which outlines actionable strategic marketing
recommendations.
- written presentation (grammar, spelling, layout, referencing) etc.
Feedback - What, when and how feedback will be provided for this assessment
The UOS Coordinator will provide verbal progress feedback on a draft of part 1 of the assessment in week 3
of class.
The UOS Coordinator will provide written evaluation, feedback and grading of the finished international
marketing plan after submission.
Presentation - marketing Plan
●
●
Task Description
The presentation will assess students' ability to synthesise complex marketing arguments and deliver
persuasive and actionable recommendations for BMW, based on strong research evidence and analysis.
Groups will be required to present the key themes of their marketing plan and develop a compelling story to
deliver their recommendations.
Assessment Criteria
This assessment is worth a total of 20% which is made up of a group component (10%) and and individual
component (10%).
All members of the team must present an equal section of the material, as well as be present in class when
other teams are presenting. All members need to be on stage and contribute as they may be directed
questions as part of their individual assessment.
A detailed assessment criteria is available on blackboard, however the main areas for consideration include;
- thorough and insighful analysis of BMW and its industry
- demonstrate understanding of course concepts and tools to conduct the analysis and develop proposed
recommendations.
- strategic thinking and actionable international marketing recommendations.
- demonstrate professional and effective communication and presentation skills.
- ability to collaborate effectively with others in a professional manner, as both members and leaders of teams
Version: 2017 Business School
3
BUSINESS SCHOOL
●
Feedback - What, when and how feedback will be provided for this assessment
Brief verbal feedback to the group canl be provided on the day of the presentation by the UOS Coordinator. If
students are interested in individual feedback, this can also be provided by the UOS Coordinator on request.
Written evaluation and feedback will be provided by the UOS coordinator.
Final Exam
●
●
●
Task Description
The exam will assess students' understanding and critical evaluation of the concepts, tools and frameworks
covered in the course, as well as issues relating to their application. It will cover all material addressed in the
course, including lecture material, the text and supplementary readings. The exam will be 2.5 hours long and
will be held during the week commencing May 1st, 2017
Assessment Criteria
1. Presentation, communication & style (written)
2. Clarity of expression (incl. accuracy, spelling, grammar, punctuation)
3. Problem solving
4. Rationale
5. Critical reasoning / critical thinking
6. Synthesis
Feedback - What, when and how feedback will be provided for this assessment
Students will receive their exam grade from the UOS Coordinator and will have the opportunity for further
consultation and verbal feedback should it be required.
4. Other Resources for Students
All lectures and seminars are recorded and will be available within Blackboard for student use. Please note the
Business School does not own the system and cannot guarantee that the system will operate or that every
class will be recorded. Students should ensure they attend and participate in all classes.
Version: 2017 Business School
4
BUSINESS SCHOOL
5. Unit Schedule
Week
1
13 Mar
2017
2
13 Mar
2017
3
20 Mar
2017
4
20 Mar
2017
5
27 Mar
2017
6
27 Mar
2017
7
3 Apr
2017
8
3 Apr
2017
9
10 Apr
2017
10
10 Apr
2017
11
1 May
2017
List of Topics
Morning:
Course Overview & Introduction to International Marketing / World Trading
Environment (text chapters 1 & 2)
Form Groups for the International Marketing Plan and Presentation
assessments.
Class exercises for groups to present: TESCO case study. text page 30 - 31.
Afternoon:
Culture and cross cultural management - customer analysis (text chapter 3)
Class exercise: Groups will present debate topics related to the significance
of culture as a key influence on international marketing strategy.
Morning:
Market overview and Knowledge - International Marketing Research and
Opportunity Analysis (text chapter 4)
Class exercises and discussion Article: The Science of Segmentation. Text
Illustration 11.2 page 112, Peugoet and Citroen.
Afternoon:
Market Entry Strategies (text chapter 7)
Class exercises: Text Illustration 7.3 page 241 Foreign car manufacturers in
Mexico.
Morning:
Global Strategies (text chapter 6) International products and service
management. Global brand management considerations (text chapter 8).
Class exercises: Starbucks DVD. Unilever case study (readings)
Afternoon:
International Communications (text chapter 9)
Class exercises to present: McDonalds and Volvo Articles. Communication
Plan.
Teams also to discuss Part 1 of their international marketing plan progress
with the UOS Coordinator - Megan. Teams should have at least 1000 words
of draft written notes for discussion. I will provide feedback on your progress.
Any group issues (different expectations/conflicts/lack of interest/not doing
work) should be raised at this time so that they can be discussed and
solutions found.
Morning:
The Management of International Distribution and Logistics (text chapter 10)
Class exercises: Article: New Business Models for emerging markets.
Management challenge: Straddling the pyramid
Afternoon:
Pricing for International markets (Text chapter 11)
Class exercises to present: IKEA DVD and text Illustration 11.6 page 402
International Marketing Plan Group Presentations: 15-20 Minutes each
presentation. The time limit will be very strictly followed
Conclusions and course review.
Exam format and tips.
Assessments Due
Draft of part 1
analysis stage for
International
marketing plan.
International
Marketing Plan group
presentations
Written International
Marketing Plan due
by 5pm April 12th
Final exam to be held during the week commencing May 1st, 2017
Version: 2017 Business School
5