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
    Page 3 of 8
    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
    Page 6 of 8
    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