Semester Two, 2014 MM11 Advanced International Marketing COURSE OUTLINE
Total Assessment 3 Group project Assessment 2 Essay Paper Description and Aims International marketing, entrepreneurship and relationship marketing theories are eplored in the contet of live case studies of rapidly internationalising firms. Semester Two 0.083EFTS 10 points Prerequisites: 72 MART points at 300 level, including MART 301 and MART307 or HOD approval. Lecture Times/Venue: Room CO 6.26, Monday 10.00-11.50 Learning Outcomes Overall, this course is intended to: Integrate marketing management and international business principles; Use international entrepreneurship theories to help understand why some newer and smaller firms need to rapidly internationalize; and Use relationship marketing theories to understand how small and medium sized enterprises can internationalize via evolving network relationships. By the end of the course, students should be able to: Learning Outcome Critically read international marketing and entrepreneurship research articles (to be specified) Identify different internationalisation paths; and understand the interplay between the growth objectives of the firm, its leadership, financial and other resources, network relationships and internationalisation strategies Research and define international markets and segments, estimate market size and growth, assess buyer characteristics, and interpret competitor strategies Concisely describe the fundamentals of an international marketing case Total 60 40 100% 2
Teaching Staff Lecturer Name: Professor Brendan Gray Office: CO 4.24 Email: brendan.gray@otago.ac.nz Office Hours: See Blackboard Lecturer Name: Associate Professor David Ballantyne Office: CO 6.36 Email: david.ballantyne@otago.ac.nz Office Hours: See Blackboard Course Delivery Students must participate in one seminar/workshop a week (each two hours long). The course calendar (in this outline and on later on Blackboard) details semester dates, seminar topics, and assessment related information. Note that this calendar may change as the course proceeds. Any changes will be announced at seminars and detailed on Blackboard. Students should prepare by reviewing information detailed on Blackboard and completing assigned readings. Students unable to attend a seminar are epected to catch up on missed material. Unless stated otherwise, all aspects of the course are eaminable. Course Materials and Course Resources Fletcher R and Brown L (2010), International Marketing: An Asia Pacific Perspective, 5th Ed. This tet is recommended if you have NOT studied international marketing previously. There are no compulsory tets. Listed in the course timetable are required readings for each seminar/workshop. These journal articles will form the basis of class discussions and will be a starting point for your individual essay. They will be posted on Blackboard. The last three weeks are devoted to project workshops so there are no set readings for these weeks. However, students will have to identify and access on-line data sources. The University Library provides online resources for students. These include subject guides, and other research resources, and citation styles. Check it out at http://www.library.otago.ac.nz/services/undergrad.html The Student Learning Centre also provides two very helpful study guides, Guidelines for Writing and Editing and Writing University Assignments and these are available on the SLC website. http://hedc.otago.ac.nz/hedc/sld.html 3
Timetable Lecture Times: Monday 10-11.50; Venue: Room CO 6.26 Weeks Topics Readings & Activities 1 7 July Brendan Gray & David Ballantyne: (1) Introduction to project firms: Live case study: firms will discuss their needs in the first half of the seminar (2) Internationalisation & ethical issues 2 14 July David Ballantyne: (1) International wine marketing issues 3 21 July Brendan Gray: (1) International entrepreneurship 4 28 July David Ballantyne: Relationship issues 5 4 August Brendan Gray: Market knowledge 6 11 August Brendan Gray: Effectuation, causation & bricolage 7 18 Aug David Ballantyne & Brendan Gray: (1) Information sources (2) Market segmentation & entry 25 August N0 classes (mid-semester break) 8 1 Sept David Ballantyne & Brendan Gray: Project preparation 9 8 Sept Brendan Gray & David Ballantyne: Project presentation rehearsal 10 15 Sept Brendan Gray & David Ballantyne: Formal project presentations to clients: Reading: Whitelock (2002) Readings: Ballantyne et al 2014 (forthcoming), Chrysochou et al 2012 Readings: McDougall et al (2003); Gray & Farminer (2012) Readings: Payne et al (2005); Gao et al (2009) Readings: Fletcher & Harris (2012); Chandra et al (2009) Readings: Fisher 2012; Mort et al 2012 Essays due 10am Monday 18 August Students should eplore a range of global market data sources & planning templates, e.g. WDI, CIA, GMMSO Readings: Breton & Martin 2011; Powers & Loyka 2010 See lecturers for feedback Practice presentations to lecturers Official presentations to clients Note Eecutive summaries of project reports are due before the presentations. Course Requirements Students are required to complete all individual and group assignments on time. Because this is being taught as a 10-week course, the workload during this period will be intense at times. Details about assignments will be discussed in class. Any additional assignment details will be posted on Blackboard. Assessment All material presented is eaminable by assignments. All important assessment information such as due dates and times, content, guidelines and so on will be discussed at our twice weekly seminars and, where appropriate, detailed on Blackboard. Students are responsible for ensuring that they are aware of this information, keeping track of their own progress, and catching up on any missed classes. 4
There are two assignments: 1. Individual essay on an international marketing, entrepreneurship, networking or sustainability issue related to small or medium-sized wine firms: 60% written essay 2. Group business project assignment (live case study): 10% oral presentation 30% written report Assignment 1 [Essay due 10am Monday 18 August] The individual essay (60%) should be written like a critical review of five of the articles to be recommended. Answer the following questions: What do the articles have in common (e.g. findings, theoretical perspectives, implications, methodologies)? What are the major differences in findings or disagreements between the authors? What can you conclude from your analysis? What are the implications of these findings and/or viewpoints for your own client project? The maimum length is 3,000 words plus references. Assignment 2 [Written project due 5pm Friday 19 September] The group project report is in two parts an oral presentation to your business clients (10%) and a written market entry plan (40%). The written report should be addressed to your clients and should be a maimum of 4,000 words (plus references, appendices). This equates to about 15 pages [1.5 spaced] plus references and appendices. Include the following elements: Eecutive summary (1p) Introduction company aims, resources, history; the market problem, and the research methods used (2pp) Identification of possible market segments and partners (1-2pp) Identification of key competitors (1p) Choice of market segment and key partner or partners (1p) Sizing chosen market segment and identifying growth opportunities (1-2pp) Market entry plan, including partnering strategies, promotion, pricing, sales and distribution strategies, timeline, and resources and costs involved (2-3pp) Conclusions and suggested contingency plan if the recommended strategy does not work (1-2p) References and appendices (containing detailed research data and analyses) The oral presentation can be up to 15 minutes long and should focus on the key market issues and the entry plan. Clients and lecturers will then ask questions (up to 15 minutes). 5
Total Project Essay Assessment Grid Assessments Understand international marketing, entrepreneurship and 60% relationship influences on SME internationalisation Able to conduct research into market opportunity analysis and 40% develop a market entry and epansion plan. Ability to describe fundamentals of an international marketing case. Able to critically read and assess relevance of international marketing and entrepreneurship research articles. 100% A+ 90-100 C+ 60-64 A 85-89 C 55-59 A- 80-84 C- 50-54 B+ 75-79 D 40-49 B 70-74 E <40 B- 65-69 Blackboard Blackboard https://blackboard.otago.ac.nz/webapps/login/ provides you with access to course materials, and class notices will be posted on Blackboard. Lecture slides will also be posted there. Blackboard is used to email the whole class so it is important that you check your student email and Blackboard regularly, or use PIMS to redirect your emails to your personal account. Safe Assign Please be aware that Safe Assign may be used for assessments in this paper. Safe Assign is a plagiarism detection tool which can report matches between sections of students work and material on a comprehensive database to which Safe Assign has access. This includes material on the internet and other student s assignments which have previously been submitted to Safe Assign. Assignments will need to be submitted to the Final Version Assignment folder in the Blackboard course for this paper. You may submit your assignment to this folder only once. You also have the option of submitting one draft assignment to the Draft Safe Assignment folder. If you choose to utilise this option, you will receive the report generated which contains a percentage mark of the paper that matches other sources. Assignments submitted to the Draft Assignment folder will not be assessed; however the report will be available for the paper co-ordinator to view. You can find further information on Safe Assign and dishonest practice at: http://www.otago.ac.nz/blackboard/assessing-your-students/anti-plagiarism-safeassign/anti-plagiarism/ http://www.otago.ac.nz/administration/policies/otago003145.html Epectations and Workload Students should anticipate spending si hours a week on average on this course, including required readings before each seminar/workshop (individually), market analysis for the live case studies (in groups), preparing presentations (in groups) and completing an essay (individually). 6
Class Representatives The class (or student) representative system is an avenue for encouraging communication and consultation between staff and students. Volunteers for the role of class representatives will be called early in the semester. The OUSA provides support to class representatives during the semester. Departmental staff will also meet with class representatives during the semester to discuss general issues or matters they wish to have considered. Disclaimer While every effort is made to ensure that the information contained in this document is accurate, it is subject to change. Changes will be notified in class and via Blackboard. Students are encouraged to check Blackboard regularly. It is the student s responsibility to be informed. Concerns about the Course We hope you will feel comfortable coming to talk to us if you have a concern about the course. The Course Coordinator will be happy to discuss any concerns you may have. Alternatively, you can report your concerns to the Class Representative who will follow up with departmental staff. If, after making approaches via these channels, you do not feel that your concerns have been addressed, there are University channels that may aid resolution. For further advice or more information on these, contact the departmental administrator or head of department. Dishonest Practice and Plagiarism Students should make sure that all submitted work is their own. Plagiarism is a form of dishonest practice. Plagiarism is defined as copying or paraphrasing another s work and presenting it as one s own (University of Otago Calendar 2012). In practice this means plagiarism includes any attempt in any piece of submitted work (e.g. an assignment or test) to present as one s own work the work of another (whether of another student or a published authority). Any student found responsible for plagiarism in any piece of work submitted for assessment shall be subject to the University s dishonest practice regulations which may result in various penalties, including forfeiture of marks for the piece of work submitted, a zero grade for the paper, or in etreme cases eclusion from the University. The University of Otago reserves the right to use plagiarism detection tools. Department of Marketing Policy on Student Internal Assessment 1. Dissemination of Grades Regarding internal assessment, class averages and distribution will be displayed graphically by letter grade for each piece of the assessment. The letter grade only will be returned to the student on their work. At the end of the semester, all internal assessment will be displayed by Student ID with the letter grades for each assignment. All students are requested to check these when posted on the web-based Blackboard any discrepancies should be reported to the course coordinator as soon as possible. 2. Late Assignments Assignments received after the deadline and within 24 hours after the deadline will have 25% deducted from the available grade for the piece of assessment (ie. a 78% becomes a 53%). Assignments received 24 hours and later than the deadline will not be marked and there will be no grade given. 3. Etensions Etensions will be granted only in eceptional circumstances (eg. illness with supporting medical documentary evidence stating nature and length of impairment, family emergency, provincial or national representative activities) by the appropriate paper administrator. If the assignment or internal assessment tests count significantly towards the final result then a formal medical certificate is required. As a guideline, an internal assessment component which counts for 20% of the final result would be considered significant..tutors and lecturers are not authorised to give etensions. Only the paper administrator should be approached (consult the course outline for the person(s) responsible). 7
Computer problems do not constitute an eceptional circumstance unless it is an officially notified failure of university equipment. 4. Plagiarism Plagiarism is the dishonest use of someone else s words, facts or ideas, without proper acknowledgement. Most students will include other people s ideas and information in their work and assignments - such material may be either quoted or digested and used by students. In either case, acknowledgement is essential. Note that the University of Otago Calendar under Student Conduct Rules Part 1 Section 1 (e) states that no student shall engage in any dishonest practice as described in regulation 5(b) of the Eaminations and Assessment Regulations in connection with an eamination or other method of academic work which counts towards the attainment of a pass in any subject. 5. Problems with group work Where group work is set and a group is eperiencing difficulties, the students should approach their tutor to try to resolve these differences. The tutor will counsel the group, or individuals from the group, on the procedures open to them to resolve group problems (the problem should be raised prior to the work being completed or handed in). 6. The procedure to be followed is: i) students should try to resolve the problems within the group without outside assistance. ii) students should meet with their tutor to endeavor to resolve outstanding issues. iii) the tutor will arrange for students to meet with the paper administrator who will endeavor to resolve the situation. This procedure MUST be completed to step iii) before the assignment is submitted for grading. Where there are still unresolved difficulties, step iv) will be implemented. iv) students will complete a Peer Assessment form available from the appropriate paper administrator (which must be submitted to the tutor or paper administrator before any grades are released). Paper administrators reserve the right to require all students to complete peer assessment forms at any time during and/or after submission of an assessed group project. Should there be differences in the peer assessment forms, the student(s) will be required to either submit in writing to, or meet with a group comprised of their paper administrator and lecturer(s) and others (as deemed appropriate) to provide an eplanation for the discrepancy. A differential allocation of grade may result from this process. 8