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International Marketing and Research

Unit Code: HBM470




Duration

Contact Hours

Campus

Prerequisite

Corequisite

One Teaching Period

36 hours

Hawthorn

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit of study in the Master of Commerce (International Business) suite, Master of International Business and Master of Commerce (International Business) Global Leadership Program

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Aims & Objectives:

At the completion of this unit, students will be able to:

  • Design a marketing research plan including data collection and analysis
  • Apply various marketing research designs
  • Describe the key components of an international marketing plan
  • Develop decision making skills using marketing research outcomes
  • Develop an international marketing plan incorporating marketing theory

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Teaching Methods:

Classes in either weekly or block mode

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Assessment:

Two Group assignments 50-60%
Final Examination 40-50%

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Generic Skills Outcomes:

Swinburne University of Technology works to produce higher education graduates who are capable in their chosen profession, can contribute in an entrepreneurial and innovative way within their workplace or community, to operate effectively and ethically in their business life and are adaptable and able to manage change. It is expected that graduates will leave with a diverse wealth of experiences and will have developed individual knowledge, abilities and attitudes.
Within this context this unit will contribute to students developing the following key generic skills:
  • Teamwork skills
  • Analysis skills
  • Multi-faceted research skills
  • Ability to investigate and engage in critical enquiry
  • Ability to tackle unfamiliar problems
  • Ability to work independently

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Content:

  • Introduction to international marketing research.
  • Research design and writing a proposal. 
  • Quantitative survey method. 
  • Overview of international marketing plans & management. 
  • Questionnaire design. 
  • Qualitative research methods. 
  • Applications and hurdles in conducting international marketing research. 
  • Products & services. 
  • Price. 
  • Distribution. 
  • Promotion. 
  • Negotiations.

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Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.

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Textbooks:

There is no one textbook for this unit, instead students will be provided with readings for the classes.

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