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MKTG13-301: International Marketing September 2019 [Standard]

General information

The subject will examine the impact of multicultural consumer and buyer behaviour on product and services development for international markets. Students will apply principles of marketing in formulating international marketing strategies in the global business environment. Special emphasis will be placed on the challenges facing multinational enterprise as well as smaller firms in formulating marketing strategies for the Asia and Pacific.


Academic unit:Bond Business School
Subject code:MKTG13-301
Subject title:International Marketing
Subject level:Undergraduate
Semester/Year:September 2019
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Seminar: x12 (Total hours: 24) - Seminar 1
  • Seminar: x12 (Total hours: 24) - Seminar 2
  • Personal Study Hours: x12 (Total hours: 72) - Recommended study time & reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.


Prescribed resources:
  • Czinkota, M., Ronkainen, I., Sutton-Brady C., Beal, T. & Stegemann, N. (2014). INTERNATIONAL MARKETING. 3rd Asia Pacific, Cengage
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ?


Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

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Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Evaluate potential overseas markets and the factors impacting market research, market entry, pricing, distribution, products and promotion strategies.
  2. Evaluate the cultural, political, legal and financial factors impacting the International marketplace.
  3. Appraise current and future trends affecting international marketing managers.
  4. Deliver a logically constructed, persuasive presentation of your case analyses.
  5. Articulate international marketing ideas, analysis and recommendations in a clear, concise writing style tailored to a given audience.
  6. Demonstrate the ability to work effectively with others to complete a group project analysing international marketing issues.


Assessment details

TypeTask%Timing*Outcomes assessed
Case Analysis § Students will be provided with a relevant international marketing case study to assess, research and address in an academic report format. Groups will then be required to present their findings in class. 15% Week 9 1, 2, 3, 4, 5, 6.
Case Analysis § Students will be provided with a relevant international marketing case study to assess, research and address in an academic report format. Groups will then be required to present their findings in class. 25% Week 12 1, 2, 3, 4, 5, 6.
Paper-based Examination (Closed) Comprehensive Final Examination 35% Final Examination Period 1.
Paper-based Examination (Closed) Mid-semester Examination. The mid-semester exam will include all material covered in class up to and including Week 5. The mid semester exam will be held in class on the first class of week 6. 25% Week 6 (Mid-Semester Examination Period) 1.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Subject curriculum

International marketing defined; Globalisation; The international marketplace; Strategic planning in the international marketplace.

Market characteristics, e.g. population, income, consumption patterns, infrastructure etc; Regional economic integration; Markets at the bottom of the economic pyramid.

Transnational institutions affecting world trade; The impact of trade and investment; Policy responses to trade problems.

Home country political and legal environment; host country political and legal environment.

The elements of culture; Sources of cultural knowledge; Making culture work for marketing success.

International and domestic market research; Recognising the need for research; Determining research objectives; Determining secondary information requirements; The primary research process; The international information system.

Motivations to internationalise; The internationalisation process; Licensing and franchising; Foreign direct investment; Joint ventures.

International channel structure; International channel design; Selection of intermediaries; International logistics, transportation, inventory management and storage.

Product variables: standardisation versus adaptation; Product characteristics, e.g. branding and packaging in international marketing; Product counterfeiting.

Global product development; management of the product/brand portfolio in international marketing.

The role of international services in the world economy; The global transformation of services. International trade problems in services; Corporations and involvement in international services marketing.

Pricing dynamics in international marketing; The setting of prices; Managing foreign currency risk; Price co-ordination and transfer pricing.

Planning international consumer marketing communication campaigns; Business to business international marketing communication tools.

The global rise of social media; Challenges of social media in an international context; Social media success strategies in international marketing.

Approved on: Jun 28, 2019. Edition: 2.1