MKX9550 Marketing and the international consumer - Semester 1, 2011
Lecturer(s) / Leader(s):
Mr Kimble Montagu
About the Department of Marketing
The Department of Marketing is the largest provider of tertiary level marketing education and provides undergraduate and graduate education in marketing.
The department also offers student unique opportunities which can further enhance their studies and careers. For more information visit: www.buseco.monash.edu.au/mkt/
International Marketing Study Program
Department of Marketing
Monash Graduate School of Business
Marketing and the International Consumer provides the foundations of marketing theory for the Master of International Business, and the framework upon which marketing strategy can be developed for local and international markets. This subject examines the scope and role of the marketing discipline and equips participants with the fundamental tools for the development, implementation, management and review of marketing strategies. Contemporary marketing issues, such as changing global competitive environments, and the relationship with, and importance of, internationalisation is integrated throughout the unit.
The content covered in this unit includes marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's strategic business units (SBUs), product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with an emphasis on international aspects of marketing and consumer behaviour.
The subject will be presented from an Australasian perspective but with a strong global focus. Students will be encouraged to focus on the real world need for marketing effectiveness, and the importance of adding value. After completing this unit students will be able to integrate their own work experience to develop a marketing plan and apply the theory to practical real world situations. Marketing and the International Consumer aims to balance theory and application, that will allow students to use the knowledge gained in this unit in real life work experiences.
Unit synopsisMarketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.
Learning outcomesThe learning goals associated with this unit are to:
Contact hours3 hours per week
Further unit information
When enrolling and allocating into units, students are responsible for ensuring that they are able to attend all scheduled teaching activities required to study each unit.
Students who are unable to attend scheduled classes throughout the semester should amend their enrolment, by the published census date (to avoid any penalty), and withdraw from the unit so they will not be disadvantaged by their inability to attend. If students choose to continue with the unit they accept full responsibility for this decision and undertake to make their own arrangements to ensure they keep up to date with the unit.
No alternative arrangements will be made by the Faculty.
Three hours class contact or equivalent per week.
The total time commitment required for this unit is 156 hours. In addition to the 39 hours of class contact students are expected to devote an additional 117 hours during the semester to studying for this unit. This includes time spent in the preparing for and completing assessment tasks, together with time spent in general study, revision, and exam preparation.
There are no pre-requisites for this subject.
Teaching and learning method
This subject is delivered as a two hour lecture over a twelve week period. This will be supplemented with a group based workshop/tutorial program (PLEASE NOTE TUTORIALS START IN WEEK ONE).
Teaching methods include lectures, workshops, case studies, and individual and group assignments. In addition, the tutorials will include a presentation, tutorial tasks and case study analysis.
To do well in this subject, students will need to read widely and to incorporate material from many different sources into the assignments and class discussions.
This unit is also supported by a MUSO site (Monash University Studies Online), containing lecture notes and other useful material. It can be accessed via your my.monash portal, or directly via http://muso.monash.edu.au using your Authcate username and password. There is a separate folder for students in Monash University Malaysia within the MUSO site for this unit.
The MUSO site contains the following information and learning resources:
• Copies of lecture notes;
• Links to relevant resources;
• An interactive Student Discussion Forum;
• Details regarding submission procedures for your assignments; and
• Tutorial plans.
Using this site is a great way to quickly obtain the latest information concerning the delivery of the unit. You are strongly advised to visit this site on a regular basis throughout the semester.
For information on your timetable, including tutorial allocation if required, please refer to: http://allocate.its.monash.edu.au/
All students must enrol themselves in a tutorial group using ‘Allocate Plus’ (go to http://allocate.cc.monash.edu.au/). You will be advised prior to commencement of class what tutorial group you are in.
Students should note that the lecture and tutorial programs outlined above are a guide to the material to be covered in this unit and not a definitive statement of when that material will be covered. Specific details relating to the timing will be discussed in lectures and tutorials, and posted on MUSO unit website.
It can be accessed via you’re my.monash portal, or directly via http://muso.monash.edu.au using your Authcate username and password.
You are strongly advised to visit this site on a regular basis (at least prior to all scheduled lectures and tutorials) throughout the semester.
NOTE: The MUSO site will be used to inform students of any unexpected changes in the scheduling of lectures and/or tutorials.
Prescribed text(s) and readings
Kotler, Philip, Kevin L. Keller, and Suzan Buron (2009), Marketing Management (1st edition), Frenchs Forest, NSW: Pearson Education Australia.
Recommended text(s) and readings
Students may obtain a comprehensive listing of recommended references and readings via the Library link on the unit MUSO site.
All of the following references are available via the Monash library databases. The articles provide an opportunity for you to expand your knowledge of marketing.
Chang, P-L., & Chieng, M-H. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing, 23(11), 927-959.
Daniel, Y., & David., M. (2006). Rediscovering Market Segmentation. Harvard Business Review, 84(6), 141-141.
Day, G. (1994). The Capabilities of Market Driven Organization. Journal of Marketing, 58(October), 31-52.
Porter, M. (1998). Cluster and the New Economics of Competition. Harvard Business Review, November-December, 77-90.
Porter, M. (1990). The Competitive Advantage of Nations. Harvard Business Review, March-April: 73-90.
Porter, M.(1996). What is Strategy?. Harvard Business Review, November-December: 61-78.
Slater, S. F. and Narver, J. C. (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59 (3), 63-74.
Slater, S. F. and Narver, J. C.1998. Customer-Led and Market-Oriented: Let’s Not Confuse the Two. Strategic Management Journal, 19 (10), 1001-1006.
Thomson, C. J. and Arsel, Z. (2004). The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization. Journal of Consumer Research, 31(December), 631-642.
Students are required to incorporate academic journal articles as well as business publications (business journals, newspapers, periodicals, etc) into individual assignments. Students can assess the international business-related academic journals and business publications available on the various databases (e.g. Business Source Premier, ABI/Inform, Proquest, etc.) to which the university subscribes. If you are unsure how to search the databases, ask for support from the library staff.
The following provides names of journals relevant to this course:
Journal of International Business Studies, Journal of Marketing, Journal of the Academy of Marketing Sciences, Journal of International Marketing, Journal of Global Marketing, European Journal of Marketing
Strategic Management Journal, and Harvard Business Review
Business publications include Business Review Weekly, The Economist, Wall Street Journal, Time Magazine and various newspapers
The Monash University Library provides a range of services and resources that enable you to save time and be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via the Library tab in the my.monash portal.
Under “Online Systems” click the MUSO hyperlink
In order for your MUSO unit(s) to function correctly, your computer needs to be set up and certain programs may need to be installed such as a compatible Java version (eg version 1.5.0). This can easily be done by going to http://www.monash.edu.au/muso/support/students/browserset.html to update the relevant software.
You can contact MUSO Support by:
Operational hours (Monday – Thursday) – local time
Australia: 8 am to 10 pm (8pm Non Teaching period)
Operational hours (Friday) – local time
Australia: Australia: 8 am to 8 pm
Operational hours (Saturday-Sunday) – local time (Teaching and Exam Period Only)
Australia: 1 pm to 5 pm
Further information can be obtained from the following site http://www.monash.edu.au/muso/support/index.html
You will often be directed to cite the source of the ideas, statistics, direct quotations and general information that you use to prepare your written assignments. This is important for a number of reasons.Firstly, it is good professional and ethical conduct to always give due credit to those people whose work you have borrowed. Secondly, it is an element of good communication to ensure that your readers can expand their understanding of your writing by accessing the same sources you have used to formulate your thoughts.
Thirdly, all organisations, including your present or future employer, have written or understood rules of the behaviour that is valued in that organisation. These rules often include the ways that it communicates internally and externally. In the academic organisation the intellectual property of other researchers and writers is highly valued. Citing their work is a way of acknowledging their contribution to scholarship.
The QManual show you how to cite sources and list references correctly.
For referencing, essay/report writing structure, etc. url: http://www.buseco.monash.edu.au/publications/qmanual/
Students are able to access academic support provided by CALT (Centre for the Advancement of Learning and Teaching). All students are welcome to attend classes, workshops and drop-in centres run by CALT Learning Support staff. Currently, individual consultations are available for intensive work on approaches to study or English language skills for the following students:
• Referred by APC (Academic Progress Committee) hearing
• Received an early warning letter
• Failed an assignment or unit and have a signed referral form from lecturer, tutor, or other support service personnel
• Referred by lecturer, tutor, or other support service personnel and have a signed referral form
• Attended a 15 minute drop-in session, or seen a CALT Learning Support staff member and identified as needing intensive support.
Further information about student support services, including advice on Student Rights Assistance, is available at: http://www.adm.monash.edu.au/community-services/ . Students from Monash University Malaysia campus should consult the Library for similar services.
Assessment SummaryWithin semester assessment: 60%
Examination (2 hours): 40%
Faculty assessment policy
For information regarding assessment policy, please refer to the appendix at the end of this Unit Guide.
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
For information regarding second marking practice, please refer to http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#secmark
Return of final marks
The final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment. The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar.
Applications for extension of time
For information regarding extensions of time, please refer to http://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime
Additional assessment information
Participation in tutorials is assessed on the following criteria:
- Case always well prepared / frequent, active, constructive contributor to class discussion: 100%
- Case normally well prepared / constructive contributor: 80%
- Case generally well prepared / regular contributor to discussion: 60%
- Contributes to discussion rarely or when prompted / contributions demonstrate adequate preparation: 40%
- Usually silent / usually only contributes when prompted / demonstrates limited preparation. 20%
- Generally silent / only contributes when prompted / does not demonstrate adequate preparation. 0%
For information regarding special consideration, please refer to the appendix at the end of this Unit Guide.
Assessment criteria - grading descriptors table
Please visit the following URL: http://www.buseco.monash.edu.au/unit-guide/appendix.html for further information about: