MKTG309-20S1 (C) Semester One 2020

International Marketing

15 points

Start Date: Monday, 17 February 2020
End Date: Sunday, 21 June 2020
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 28 February 2020
  • Without academic penalty (including no fee refund): Friday, 29 May 2020


This course introduces students to core topics in international marketing. The course is fundamental to almost all career paths for students in the marketing field with firms that have an international dimension to their marketing strategies. The course is also complementary to the other offerings in International Business.

The total workload for this course is about 150 hours in total. This is made up approximately as follows:
Lectures 24 hours
Examination 2 hours
Examination preparation 31 hours
Assignments 45 hours
Lecture preparation and follow-up 48 hours
Total 150 hours

Learning Outcomes

  • Upon successful completion of this course, it is expected that students will be able:
  • Acquire an understanding of how international marketing differs from domestic marketing.
  • Acquire an understanding of the economic, cultural, social, political, and legal environments of different countries and political/economic regions and an awareness of how they affect marketing.
  • Identify and analyse the influence and impacts of the international marketing environment on strategic and tactical decision-making.
  • Understand the methods for determining which overseas markets to target with respect to internationalisation strategies and different modes of market entry.
  • Identify and evaluate opportunities for international market development in order to maximise competitive advantage.
  • Research and design a market entry strategy for a selected international market opportunity as part of the preparation of an international marketing programme.

    BCom Learning Goals:
    A BCom graduate will have the following attributes and abilities:

    Attribute 1: Critically competent in Marketing
    Demonstrate advanced knowledge and understanding of and be able to critically evaluate and apply this knowledge to, key topics and issues related to Marketing.
  • The group assignment and exam provide opportunities to demonstrate advanced knowledge and understanding of international marketing policies, processes and practices as well as the application of analytical thinking and problem-solving skills to addressing subject-related problems. These are assessed in the group assignment, individual assignment, and final exam.

    Attribute 2: Employable, innovative and enterprising
    Obtain key skills and attributes sought by employers within the fields of Business, Marketing and Management such as analytical skills, problem solving skills, communication skills, and ability to work in a team.
  • Students are able to use analytical thinking and problem-solving skills to address problems related to international marketing practices and processes and market entry planning. These are assessed in the group assignment, individual assignment, and final exam.  Students also have an opportunity through required reading and assignments to develop an understanding of specific countries and regions and their market characteristics, particularly in the Asia-Pacific. The group assignment will also provide opportunities to develop communication skills, systematic analysis and problem-solving skills, and to work in a team to accomplish the goals of a project.

    Attribute 3: Biculturally competent and confident
    Demonstrate awareness and understanding of the nature of biculturalism in Aotearoa New Zealand, and its relevance to the field of Marketing.
  • Not covered specifically in this course although the significance of cultural sensitivity in international marketing is noted.

    Attribute 4: Engaged in the business and / or community
    Graduates demonstrate an understanding of the thinking, norms and practices that underpin the management and use of marketing in internationally focused organisations, and reflect on their own performance and experience within that community.
  • Students have an opportunity to acquire an appreciation of the strategies and practices that underpin international marketing in firms, NGOs and the public sector. These are assessed in the group assignment, individual assignment, and final exam.

    Attribute 5: Globally aware
    Graduates understand the influence of global conditions on marketing and to be competent in engaging with international and multi-cultural contexts.
  • Being globally aware is integral to the course. Awareness is developed through a range of different media, including lectures, readings, and video, as well as via group and individual learning processes in which the business and cultural mores of other countries are encountered and their implications for marketing and business practice discussed and reflected upon. These are assessed in the group assignment, individual assignment, and final exam.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Biculturally competent and confident

      Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


At least 30 points of 200-level courses in MKTG



Timetable 2020

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Tuesday 15:00 - 17:00 - (24/3, 21/4-26/5)
Meremere 108 Lecture Theatre (18/2-17/3)
17 Feb - 29 Mar
20 Apr - 31 May

Course Coordinator / Lecturer

Michael Hall

Week 1 to 3 Prof. C. Michael Hall:
Week 4 to 12 Dr Tim Baird:

(Office hours: 2 to 3pm, or by appointment - send an email to make an appointment. Alternatively email the question)


Assessment Due Date Percentage  Description
Individual Assignment 24 Mar 2020 25% Individual Assignment (Country brief)
Group Assignment 26 May 2020 35% Group Assignment (Market Entry Plan)
Final Examination 40% Final Examination

Late Assignments
Our preference is for assignments to be handed in by the due date and time. In the consulting world, delays in delivering reports are bad for your business credibility. However, stuff happens. If you have to submit your assignment late, provide supporting documentation if appropriate (e.g. medical certificate). All late submissions will be accepted, but may incur a penalty (5% per day). Any penalties imposed will be at the discretion of the course coordinator and will be based on the reason given and the lateness of the submission.

Marks for assessment work may be scaled before a final grade is determined. You should not regard a raw score of 50% as a pass mark.

Textbooks / Resources

There is no set text for this course.
Essential and other recommended readings are available through the library and online. Readings and course content with identified essential, recommended and further reading are noted online on LEARN during the course. It is essential that students consult LEARN regularly for information with respect to readings and tasks that are essential to passing the course. Students will also be expected to do their own literature research in addition to readings provided. In addition extensive use will also be made of publication links, websites and streaming video.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Indicative Fees

Domestic fee $822.00

International fee $3,688.00

* Fees include New Zealand GST and do not include any programme level discount or additional course related expenses.

For further information see Management, Marketing and Entrepreneurship.

All MKTG309 Occurrences

  • MKTG309-20S1 (C) Semester One 2020