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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