GSBS6041: Global Marketing Strategy and Planning 代写
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GSBS6041: Global Marketing Strategy and Planning 代写
Faculty of Business & Law
Newcastle Business School
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street
Trimester 3 - 2017
CRICOS Provider 00109J
MISSION: To build and sustain a vibrant learning community that advances business
knowledge. In working to achieve our mission, we pursue:
Opportunity for academic development that builds our research capabilities, both within
disciplines and across disciplinary boundaries;
Collaboration with local, national and international partners;
Research-led and student-focused teaching and learning opportunities
OVERVIEW
Course Description Businesses often engage in international expansion strategies (in
contrast to the domestic market), involving alternatives ranging
from exporting to internationalisation, multinationalisation and,
globalisation. Each of these is unlike the others in the capabilities
and competencies needed by an organisation, as well as in the
core marketing considerations of segmentation, targeting and
positioning.
Designed to provide students with a thorough grounding in all
facets of global and international marketing, this course adopts a
framework that focuses on key issues including the international
and global marketing environment, the international marketing
mix, global segmentation, positioning and strategy, and other
aspects pertaining to the global imperative. Domestic,
international and global case studies are used, providing the
opportunity to apply the concepts to practical situations in addition
to the development of a comprehensive marketing plan.
Assumed Knowledge GSBS6005 Marketing Management and Planning
Contact Hours Lecture
Face to Face On Campus
3 hour(s) per Week for Full Term
Unit Weighting 10
Workload Students are required to spend on average 120-140 hours of
effort (contact and non-contact) including assessments per 10
unit course.
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
Page 2 of 8
CONTACTS
Course Coordinator
Newcastle City Precinct
Jacqui Calvo
Jacqui.calvo@newcastle.edu.au
Consultation: to be advised on blackboard
Sydney Elizabeth Street
Robert.Scrymgour@newcastle.edu.au
Robert Scrymgour
Consultation: to be advised on blackboard
School Office Newcastle Business School - Newcastle City
NeW Space
409 Hunter Street
Newcastle
nbs.enquiries@newcastle.edu.au
+61 2 4921 5511
Newcastle Business School - Sydney
55 Elizabeth Street
Sydney
nbs-sydney@newcastle.edu.au
+61 2 8262 6400
SYLLABUS
Course Content This course includes but is not limited to the following topics:
1. Globalization Imperative and environmental considerations (economic / financial / global
cultural / political and legal)
2. Global Cultural Environment and Buying Behaviour.
3. Global Marketing Research, Segmentation and Positioning
4. Global Marketing and Market Entry Strategies.
5. Developing New Products for Global Markets.
6. Global Marketing of Goods and Services.
7. International and global market plans.
8. Global Pricing.
9. Communicating With the World Consumer. Cross-Cultural Management.
10. Global Logistics and Distribution. Export and Import Management.
11. Planning, Organization, and Control of Global Marketing Operations.
12. Marketing Strategies for Emerging Markets. Global Marketing and the Internet
Course Learning
Outcomes
On successful completion of this course, students will be able to:
1. Justify the importance of studying global marketing and its evolution; explain the
challenges that influence global marketing decisions.
2. Distinguish between international and global marketing management.
3. Demonstrate cognitive knowledge of the skills required in identifying, assessing and
selecting global market opportunities.
4. Develop effective global marketing strategies and determining the method of entering a
market.
5. Develop and justify global marketing mix programs for different environments.
6. Recognise key factors in running effective global organizations and the managerial
challenges facing international and global marketing managers.
7. Apply global marketing concepts to gain strategic insights from case studies of real global
marketing issues.
8. Develop and justify an in-depth marketing plan.
Course Materials Required Text:
Kotabe, Masaaki and Helsen, Kristiaan (2013), Global Marketing Management, 6th Edition,
Hoboken, NJ, John Wiley and Sons ISBN 978-1-118-80076-8
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
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SCHEDULE SYDNEY STUDENTS ONLY
Week Week Begins Topic Learning Activity Assessment Due
1 4 Sept Globalization Imperative and
Environmental Chapter 1
Group Discussion Mini-Case
1-2 p.24
2 11 Sept Environmental
Considerations: Economic/
Financial Chapter 2-3
Group Discussion Mini-Case
3-1 p.100
1-page case report to be
submitted in class*
3 18 Sept Global Cultural Environment
and Buying Behaviour
Political and Legal
Environment Chapter 4-5
Group Discussion Mini-Case
5-2 p.189
1-page case report to be
submitted in class*
4 25 Sept Global Marketing Research
Chapter 6
Mini-Case 7-2 p. 245
Opportunity Analysis
Workshop 1**
Formation of Groups
(list of group members
and selected case due).
5 2 Oct Please note: Monday 2 October is a public holiday
6 9 Oct Segmentation and
Positioning & Global
Marketing Strategy
Chapters 7 & 8
Group Discussion Q4 p.219
Mini-Case 8-1 p.286
Opportunity Analysis
Workshop 2**
7 16 Oct Market Entry Strategies &
Developing New Products for
Global Markets
Chapters 9 & 10
Mini-Case 10.1 p.355 Opportunity Analysis
15 October 2017
11:59pm
8 23 Oct Global Marketing of Goods
and Services Chapter 11
Group Discussion Q3, p.390
Case Analysis
9 30 Oct Global Pricing
Chapter 12
Review Opportunity Analysis;
Evaluate the key
components of a marketing
plan; Reflection on core
marketing concepts used.
10 6 Nov Communicating with the
World Consumer;
Cross Cultural Management
Chapters 13 & 14
Group Discussion:
Mini Case 14.2 p.496
Case Analysis Report 5
November 2017
11:59pm
11 13 Nov Global Logistics and
Distribution;
Export and Import
Management
Chapters 15 &16
Case Analysis
Presentation Slides
12 November 11:59pm
12 20 Nov Planning, Organization and
Control of Global Marketing
Operations
Chapter 17
Global Marketing Plan
Workshop**
Global Marketing Plan
26 November 2017
11:59pm
13 27 Nov Make up lecture
Emerging Markets/ Global
Marketing and the Internet/
Course Review
Chapters 18 & 19
Trimester 3 STUVAC Monday 27 November to Wednesday 29 November 2017
Trimester Examinations Thursday 30 November to Friday 8 December 2017
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
Page 4 of 8
SCHEDULE NEWCASTLE CITY STUDENTS ONLY
Week Week Begins Topic Learning Activity Assessment Due
1 4 Sept Globalization Imperative and
Environmental Chapter 1
Group Discussion Mini-Case
1-2 p.24
2 11 Sept Environmental
Considerations: Economic/
Financial Chapter 2-3
Group Discussion Mini-Case
3-1 p.100
1-page case report to be
submitted in class*
3 18 Sept Global Cultural Environment
and Buying Behaviour
Political and Legal
Environment Chapter 4-5
Group Discussion Mini-Case
5-2 p.189
1-page case report to be
submitted in class*
4 25 Sept Global Marketing Research
Chapter 6
Mini-Case 7-2 p. 245
Opportunity Analysis
Workshop 1**
Formation of Groups
(list of group members
and selected case due).
Please note: Monday 2 October is a public holiday - MAKE UP LECTURE WED 4 th
October 2017 6.00-9.00pm
5 2 Oct Segmentation and
Positioning & Global
Marketing Strategy
Chapters 7 & 8
Group Discussion Q4 p.219
Mini-Case 8-1 p.286
Opportunity Analysis
Workshop 2**
6 9 Oct Market Entry Strategies &
Developing New Products for
Global Markets
Chapters 9 & 10
Mini-Case 10.1 p.355 Opportunity Analysis
15 October 2017
11:59pm
7 16 Oct Global Marketing of Goods
and Services Chapter 11
Group Discussion Q3, p.390
Case Analysis
8 23 Oct Global Pricing
Chapter 12
Review Opportunity Analysis;
Evaluate the key
components of a marketing
plan; Reflection on core
marketing concepts used.
9 30 Oct Communicating with the
World Consumer;
Cross Cultural Management
Chapters 13 & 14
Group Discussion:
Mini Case 14.2 p.496
Case Analysis Report 5
November 2017
11:59pm
10 6 Nov Global Logistics and
Distribution;
Export and Import
Management
Chapters 15 &16
Case Analysis
Presentation Slides
12 November 11:59pm
11 13 Nov Planning, Organization and
Control of Global Marketing
Operations
Chapter 17
Global Marketing Plan
Workshop**
Global Marketing Plan
26 November 2017
11:59pm
12 20 Nov Emerging Markets/ Global
Marketing and the Internet/
Course Review
Chapters 18 & 19
Trimester 3 STUVAC Monday 27 November to Wednesday 29 November 2017
Trimester Examinations Thursday 30 November to Friday 8 December 2017
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
Page 5 of 8
ASSESSMENTS
This course has 4 assessments. Each assessment is described in more detail in the sections below.
Assessment Name Due Date Involvement Weighting Learning
Outcomes
1 Business Opportunity Analysis 15 October 2017
11:59pm
Individual 25% 1, 2, 3, 4, 5, 6, 7, 8
2 Case Analysis Report 5 November 2017
11:59pm
Group 20% 1, 2, 3, 4, 5, 6, 7, 8
3 Case Analysis Presentation 12 November 2017
11:59pm
Group 15% 1, 2, 3, 4, 5, 6, 7, 8
4 Global Marketing Plan 26 November 2017
11:59pm
Individual 40% 1, 2, 3, 4, 5, 6, 7
Late Submissions
The mark for an assessment item submitted after the designated time on the due date, without
an approved extension of time, will be reduced by 10% of the possible maximum mark for
that assessment item for each day or part day that the assessment item is late. Note: this
applies equally to week and weekend days.
Assessment 1 - Business Opportunity Analysis
Assessment Type Written Assignment
Purpose The purpose of this assignment is to assess students’ knowledge of discipline theory, models,
concepts, proficiency in their application, and their knowledge and skill specialisation within
marketing discipline
Description Students apply their knowledge of marketing discipline theory, models and concepts in
assessing theory in the field of global marketing.
Weighting 25%
Length 1500 words (excluding executive summary, appendices)
Due Date 15 October 2017 11:59pm
Submission Method Online: via Turnitin
Assessment Criteria • Executive Summary (3%)
• Introduction (5%)
• Company Structure, Capabilities, and Resources (15%)
• Competitive Environment and Industry Situation (20%)
• Products/ Markets/ Distribution and Supply (20%)
• SWOT analysis (30%)
• Conclusion (2%)
• Report Format (5%)
(See rubrics on blackboard)
Return Method Online
Feedback Provided
Online: Feedback provided by lecturer
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
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Assessment 2 - Case Analysis Report
Assessment Type Case Study / Problem Based Learning
Purpose The purpose of this assignment is to assess students’ proficiency and application of the global
marketing theory to an organization and their knowledge and skill specialisation within
discipline. They need to work as a team and bring their own business related Global and
Cultural Perspectives to the assessment. The major assignment offers the opportunity for you
to tap into different concepts and theories covered on an applied basis to develop a deeper
understanding of the key areas of global marketing.
Description Students apply critical thinking and problem solving in assessing theory in the field of global
marketing. They effectively communicate in writing the relevance of applied global marketing
theory.
Weighting 20%
Length 1600 words (excluding executive summary, appendices)
Due Date 5 November 2017 11:59pm
Submission Method Online: via Turnitin
Assessment Criteria • Executive Summary (5%)
• Clear Identification and analysis of the relevant issues and concepts relating to the case
(25%)
• Reference to the relevant global marketing theories (20%)
• Quality of the argument: Analysis is logical, consistent with the topic in the case and
evidence in favour of the arguments (20%)
• Development of managerial recommendations and identification of marketing decisions
illustrated by the case (25%)
• Report Format including references, structure, clarity and grammar (5%)
(See rubrics on blackboard)
Note: The group mark is an overall mark. However, the group mark is to be peer
moderated, which means individual group members may receive different marks. The
Self and Peer Assessment Resource Kit (SPARK) will be used to evaluate group work
contributions
.
Return Method Not Returned
Feedback Provided Feedback provided by lecturer
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
Page 7 of 8
Assessment 3 - Case Analysis Presentation
Assessment Type Presentation
Purpose The purpose of this assignment is to assess students’ knowledge of marketing discipline
theory, models, concepts, proficiency in their application, and their knowledge and skill
specialisation within the marketing discipline. Furthermore, they need to work as a team and
bring their own business related Global and Cultural Perspectives to the assessment. The
major assignment offers the opportunity for you to tap into different concepts and theories
covered on an applied basis to develop a deeper understanding of the key areas of global
marketing.
Description Description sample: Students apply critical thinking and problem solving in assessing theory
in the field of global marketing. They effectively communicate in writing the relevance of
applied global marketing theory.
Weighting 15%
GSBS6041: Global Marketing Strategy and Planning 代写
Length 300 words (words on slides, excluding running note
Due Date 12 November 2017 11:59pm
Submission Method Online: via Turnitin (One team member to submit the assignment on behalf of the group)
Assessment Criteria • Clear Identification and analysis of the relevant issues and concepts relating to the case
(25%)
• Slides: Logical Structure and flow, visual interest (30%)
• Succinctness, clarity of communication, good fit with slides, Clear polished communication
overall (40%)
• References (5%)
(See rubrics on blackboard)
Note: The group mark is an overall mark. However, the group mark is to be peer
moderated, which means individual group members may receive different marks. The
Self and Peer Assessment Resource Kit (SPARK) will be used to evaluate group work
contributions.
Return Method In Class
Feedback Provided In Class: Feedback provided by lecturer
Assessment 4 - Global Marketing Plan
Assessment Type Proposal / Plan
Purpose The purpose of this assignment is to assess students’ knowledge of discipline theory,
models and concepts, proficiency in their application, and their knowledge and skill
specialisation within the marketing discipline
Description Students apply their knowledge of the discipline theory, models, and concepts in assessing
theory in the field of global marketing. 4000
Weighting 40%
Length 4000 words (excluding executive summary, table of contents, and appendices)
Due Date 26 November 2017 11:59pm
Submission Method Online: via Turnitin
Assessment Criteria
Return Method
Feedback Provided
• Introduction (5%)
• Strategic Fit and Business Portfolio Evaluation (10%)
• Statement of Marketing Objectives: Clear Concise and Measurable (5%)
• Target Markets clearly defined and justified, using marketing theories and models (20%)
Marketing Strategy outlined: all elements of the marketing mix detailed and justified
using marketing theory and models. Links to customer needs, wants and demands
(30%) Marketing Positioning outlined and discussed (10%)
• Implementation and Action Plan (5%)
• Measurement and Controls (5%)
• Conclusion (5%)
• Executive Summary, Reference list, Report format, structure, grammar (5%)
(See rubrics on blackboard)
Not Returned
No Feedback
GSBS6041: Global Marketing Strategy and Planning
Newcastle City Precinct and Sydney Elizabeth Street Trimester 3 - 2017
Page 8 of 8
ADDITIONAL INFORMATION
Grading Scheme This course is graded as follows:
Range of
Marks
Grade Description
85-100 High
Distinction
(HD)
Outstanding standard indicating comprehensive knowledge
and understanding of the relevant materials; demonstration of
an outstanding level of academic achievement; mastery of
skills*; and achievement of all assessment objectives.
75-84 Distinction
(D)
Excellent standard indicating a very high level of knowledge
and understanding of the relevant materials; demonstration of
a very high level of academic ability; sound development of
skills*; and achievement of all assessment objectives.
65-74 Credit
(C)
Good standard indicating a high level of knowledge and
understanding of the relevant materials; demonstration of a
high level of academic achievement; reasonable development
of skills*; and achievement of all learning outcomes.
50-64 Pass
(P)
Satisfactory standard indicating an adequate knowledge and
understanding of the relevant materials; demonstration of an
adequate level of academic achievement; satisfactory
development of skills*; and achievement of all learning
outcomes.
0-49 Fail
(FF)
Failure to satisfactorily achieve learning outcomes. If all
compulsory course components are not completed the mark
will be zero. A fail grade may also be awarded following
disciplinary action.
*Skills are those identified for the purposes of assessment task(s).
Communication
Methods
Communication methods used in this course include:
- Blackboard Course Site: Students will receive communications via the posting of
content or announcements on the Blackboard course site.
- Email: Students will receive communications via their student email account.
- Face to Face: Communication will be provided via face to face meetings or supervision.
Course Evaluation Each year feedback is sought from students and other stakeholders about the courses offered
in the University for the purposes of identifying areas of excellence and potential
improvement.
Academic Misconduct All students are required to meet the academic integrity standards of the University. These
standards reinforce the importance of integrity and honesty in an academic environment.
Academic Integrity policies apply to all students of the University in all modes of study and in
all locations. For the Student Academic Integrity policy, refer to
http://www.newcastle.edu.au/policy/000608.html.
Adverse
Circumstances
You are entitled to apply for special consideration because adverse circumstances have had
an impact on your performance in an assessment item. This includes applying for an
extension of time to complete an assessment item. Prior to applying you must refer to the
Adverse Circumstances Affecting Assessment Items Procedure, available at
http://www.newcastle.edu.au/policy/000940.html. All applications for Adverse Circumstances
must be lodged via the online Adverse Circumstances system, along with supporting
documentation.
Important Policy
Information
The 'HELP for Students' tab in UoNline contains important information that all students should
be familiar with, including various systems, policies and procedures.
This course outline was approved by the Head of School. No alteration of this course outline is permitted without Head of School
approval. If a change is approved, students will be notified and an amended course outline will be provided in the same manner as
the original.
© 2017 The University of Newcastle, Australia
GSBS6041: Global Marketing Strategy and Planning 代写
