MASSEY UNIVERSITY

Distance

SCHOOL OF COMMUNICATION,
JOURNALISM AND MARKETING

156.338

INTERNATIONAL MARKETING- Distance

Learning
Administration Guide

Semester 2 2017

1
 BOOKS, JOURNALS AND OTHER TEACHING
MATERIALS MADE AVAILABLE BY, OR AT, MASSEY
UNIVERSITY ARE FOR USE FOR THE STUDENT'S
OWN STUDIES ONLY. COPYING, OR THE USE OF
THEM, FOR OTHER PURPOSES IS AN INFRINGEMENT
OF COPYRIGHT.

2
TABLE OF CONTENTS

INTRODUCTION
CONTACT DETAILS
PAPER DETAILS
STUDY DETAILS
E-LEARNING CATEGORY
GRADE POLICY
WEEKLY TOPIC SCHEDULE
ASSESSMENTS
COPYRIGHT REGULATIONS
WORKLOAD
APPENDIX ONE: MASSEY UNIVERSITY LIBRARY
APPENDIX TWO: HOW TO ACCESS TO STREM

3
INTRODUCTION

Welcome to 156.338 International Marketing

What is international marketing and why is it so important to businesses? By

the end of this semester, you will be able to clearly and to competently answer
these questions. In this paper, we will focus on the nature and contemporary
practice of international marketing as well as the problems, challenges and
opportunities faced by marketing managers in the global marketplace. This
paper explores both theoretical and practical aspects of international
marketing. Students are encourages to critically evaluate theories and
practices presented and develop, rationalize and justify their own views.
Success in this paper relies on students’ ability to develop logical, coherent
and well-supported analyses and justification.

My name is Dr Henry Chung and I will be your lecturer for 156.338,

International Marketing this semester. I bring to the course a strong academic
background based on an undergraduate Bachelor degree in Industrial
Management (National Taiwan Institute of Technology, Taiwan), Master
degree in International Business (George Washington University, USA) and a
PhD in Marketing and International Business (Waikato University, New
Zealand). I am also an active researcher specializing on international
marketing management (international standardization strategy, immigrant
effect and international business and managerial social ties {“Guanxi” or
Chinese networking}). In addition to my academic credential, I also bring to
the course with practical experiences in international marketing in various
manufacturing and service industries.

During this semester, it is my desire to introduce you to the fundamentals of

the international marketing discipline. I also hope to empower you with a
greater understanding of the international marketing concept, which will help

4
you as a successful international business/marketing manager. This an
interesting, entertaining and thought provoking paper.

Please contact me if you have any questions. Look forward working with you.
Dr Henry Chung

CONTACT DETAILS:

Dr Henry Chung – Associate Professor

Albany Campus, Quad B 3.43

Phone: 414 0800 extn 43310
Email: h.chung@massey.ac.nz

5
PAPER DETAILS

Paper Code: 156.338

Pre-Requisites: 156.231 and 156.232

Credits: 15

Prescription

A critical examination of issues in international marketing and their relevance

to business and society.

Paper Objectives

The key objectives of this paper are to:

 Explain the importance of international marketing

 Examine the effect of environmental forces on international marketing
 Develop the knowledge of current methodologies, tools and techniques
that are used to develop, implement and evaluate the effectiveness of
international marketing strategies
 Apply international marketing theories, frameworks and concepts
 Discuss current trends in international marketing

Learning Outcomes:

Students who successfully complete this paper should be able to:

1. Explain how cross-country differences and trends in the business

environment affect international marketing.
2. Analyse marketing problems faced by firms operating in an international
environment.
3. Critically evaluate and apply selected aspects of international marketing
theory and practice.

6
STUDY MATERIALS

Prescribed Textbook:

Czinkota M., Ronkainen, I., Sutton-Brady, C., Beal, T. and Stegemann. N.

(2014). International Marketing. (3rd Asia-Pacific ed), South Melborune,
Victoria, Australia: Cengage Australia.

Your textbook is available from Bennetts Bookshops at Albany, Palmerston

North & Wellington campuses or can be ordered online through Bennetts at:
https://www.bennetts.co.nz/
In addition, copies of the textbook are available for two-hour viewing at the
Reserve section of any of the Massey Libraries. Photocopied versions are
illegal in New Zealand.

Additional Textbook:

Terpstra, V., Foley, J. and Sarathy, R. (2012). International Marketing (10th

edition). Naper Publishing Group LLC
(http://internationalmarketing.naperpublishing.com)

APA referencing style is the only acceptable referencing style for

156.338. Please refer to the Online Writing and Learning Link (OWLL)
(http://owll.massey.ac.nz/) for further details.

Readings:

The Study Guide has been written to supplement the Czinkota textbook. It
contains additional materials as well as a packaging of readings. These
readings are a combination of seminal works, works that challenge traditional
concepts, and research being conducted in various host countries. The
readings are designed to stimulate thought and discussion. It is expected that
students will read beyond the provided readings, accessing articles from

7
mainstream marketing journals such as Journal of Marketing and specialized
international marketing journals such as International Marketing Review,
Journal of International Marketing and Journal of Global Marketing.

E-LEARNING CATEGORY

Distance Learning: Web Required - Essential

The International Marketing is classified as Web Required (Essential) which,

when translated, means that you must have Internet access and regularly
visit the Stream site to be able to complete the requirements for the
completion of this paper. As the Stream site is the compulsory channel of
communication for this course content and assessments, you must have
reliable access to a PC and an Internet connection.

COURSE CONTACT

This is a Distance Course offering of 156.338 with no direct contact

component. As such, the primary means of contact is through the 156.338
Stream site and/or through emails. I aim to respond to your inquiries in a
timely manner.

Regular use of the Stream online resources is absolutely critical to your

chances of passing this paper. Visit and use the site regularly (at least once a
week). Take advantage of the variety of learning resources provided on the
Stream site. Check the site for announcements and become involved in forum
discussions.

8
GRADE POLICY

Semester grades are indicative of your performance relative to others in the

class. Please note that when final grades are being calculated, any grades
from internal assessment may be fit to a curve. The College of Business
recommended policy is as follows:

100 – Level 200 – Level 300 – Level

Calculation Percentage Percentage Percentage
Basis Of Passes Of Passes Of Passes
A grades 5 – 20% 5 – 25% 5 – 30%
B grades 30 – 50% 30 – 55% 30 – 55%

9
 156.338 INTERNATIONAL MARKETING

WEEKLY TOPIC SCHEDULE

WEEK TOPIC READINGS/DUE DATE

STARTING

17 July An Overview of International Marketing Czintoka et al. (2014) (Chapter 1)

(W1)
Levitt (1983)

Mueller-Heumann and Duffy

(1994)

24 July The Cultural, Economic Environment Czintoka et al. (2014) (Chapter 2,

(W2) 5)

Chung (2005)

Hill and Still (1984)

31 July The Political - Legal Environment, Market Czintoka et al. (2014) (Chapter 4)
(W3) research

7 Aug International Marketing Research Czintoka et al. (2014) (Chapter 6)

(W4)

14 Aug Market entry modes Anderson and Gatignon (1986)

(W5)
Chung (2001)

Czintoka et al. (2014) (Chapter 7)

Mueller-Heumann and Duffy

(1994)

Assignment 1 due: 11:59PM,

Wednesday, 16 Aug 17

21 Aug International Distribution Czintoka et al. (2014) (Chapter 8)

(W6)

28 Aug – 8 MID SEMESTER BREAK

Sep

10
11 Sep International Product Czintoka et al. (2014) (Chapter 9)
(W7)
Chung (2003)

Jain (1989)

18 Sep International Pricing Czintoka et al. (2014) (Chapter

(W8) 12)

25 Sep Promotion Chung, Wang and Huang (2012)

(W9)

Czintoka et al. (2011) (Chapter

13)

Fastoso and Whitelock (2010)

2 Oct Marketing services internationally Czintoka et al. (2014) (Chapter

(W10) 11)

Nicoulaud (1989)

Assignment 2 due: 11:59PM,

Wednesday, 4 Oct 17

9 Oct Future of International Marketing Czintoka et al. (2014) (Chapter

(W11) 14)

16 Oct Revision
(W12)

11
ASSESSMENTS
Assessment consists of two in-semester assignments and a final examination.

Offering Assessment 1 Assessment 2 Assessment 3

25% 25% 50%
Distance Learning LO1, LO2 LO3 LO1, LO2,
LO3

Assessment 1: Essay (25%) (Wednesday, 16 August 2017,

11:59PM)

Assessment 2: Case study analysis/international marketing project

(25%) (Wednesday, 4 Oct 2017, 11:59PM)
(Compulsory group assignment)

Assessment 3: Exam (50%). Refer to the university web-site for

details

Assessment 1: Essay
Details and marking guide will be provided on the 156.338 Stream site
prior to the start of Semester Two.

This project is completed individually or in a group of 2-3. Distance

learning students are required to inform the course coordinator of the
details of their group.

In this assignment distance learning students are required to write a

comprehensive essay on a contemporary international issue.

This assessment is designed to achieve two learning outcomes:

 Explain how cross-country differences and trends in the business

environment affect international marketing

12
  Analyse marketing problems faced by firms operating in an
international environment

Due date: due 11:59PM, Wednesday, 16 August 17

Word length: 1600 words MAXIMUM (excludes references)
Value: 25%

Assessment 2: Case study/international marketing project

Details and marking guide will be provided on the 156.338 Stream site
prior to the start of Semester Two.

This project is completed in a group of 2-3. This project is a

compulsory group assignment*. Distance learning students are required
to inform the course coordinator of the details of their group.

This assessment requires students to evaluate and apply selected

aspects of international marketing theories and practices as listed in the
case/project. This assessment is designed to achieve the following
learning outcome:

 Critically evaluate and apply selected aspects of international

marketing theory and practice.

Due date: due 11:59PM, Wednesday, 4 Oct 17

Word length: 2100 words MAXIMUM (excludes references)
Value: 25%

Please note: Assessment details will be provided on Stream site. All

assessments are to be submitted online and will be returned online.
*: This requirement is to respond to the rapid development of today’s social
media (e.g., FB, Skype, Twitter, Line). It is essential to have a sound social
media skill in today’s international marketing environment. Without this skill,

13
an international marketing project cannot be successful completed, especially
for those international marketing operators based in New Zealand. Thus all
international marketers need to be equipped with this skill. Please consult
Czintoka et al. (2014) for “social media successful strategies in international
marketing) (Chapter 14).

Final examination
This assessment is worth 50% and is designed to evaluate the three
learning outcomes. Please refer to the university web-site for details.
The exam is taken at a designated Massey campus.

Plagiarism
Copying or paraphrasing of another person’s work, be it published or
unpublished, without clearly acknowledging it, will be deemed to be dishonest.
Any candidate found guilty of plagiarism will be liable to the penalties listed in
the University Massey Calendar. Full details of the policy for the College of
Business are set out in the College Information and Policy Handbook, but
essentially the policy is that assignments, essays, reports, research studies
and papers submitted as part of paper requirements must be either:
 The original effort of the student; or
 Properly attributed by footnotes or other means to the appropriate
sources

Extensions and Late Assignments

All assignments need to be submitted by the indicated dead line. Assignments
submitted late without an approval extension will be penalized as follows:

 One to three days late after due date: 20% off original mark
 Four-six days after due date: 50% off original mark
 Seven days or longer after due date: work will be returned without
marking.

14
Assessment Criteria
Each internal assessment will be marked on the basis of 100%. The following
aspects will be considered in determining the final grade.

 Identification of key issues. Students should demonstrate a clear

understanding of the key issues relating to the assignment
requirements –i.e., students should demonstrate an ability to identify
the important issues highlighted in the essay/case study you have been
asked to discuss and evaluate.
 Evidence of a logical structure. Works should be presented via a
rational, well-structured discussion.
 Analysis of discussion presented. Discussion should demonstrate your
ability to display original thought when presenting ideas. This is to say
that you should not simply repeat large sections of the material
supplied in your text/sources without any attempt to interpret and
analyze the material presented.
 Rigour of argument developed. Students should display a good
understanding of the different views on a particular international
marketing concept, any flaws you see in the logic of these views, and
your conclusions about their relative merit.
 Supporting literature. Your thoughts, ideas and conclusions should be
supported by relevant literature to help substantiate the line of
reasoning you adopt. Better understanding will demonstrate the ability
of source, understand and use supporting material gained from
appropriate published material.
 Clarity of expression. Your work should be free of spelling,
grammatical, punctuation and typos. Works also need to follow proper
referencing format.

A copy of the grading sheet to be used for each assessment will be provided
with the assessment details. While these are not the only points considered in
assessing your work, these are the key factors to focus on if you wish to
achieve a pass mark.

15
COPYRIGHT REGULATIONS
Please note that materials made available by Massey, or at Massey University
are for use for the use for the student’s studies only. Copying or the use of
them for other purposes is an breach of copyright.

WORKLOAD
This paper contributes 15 credits towards your degree. As a general guide,
you should expect to spend 50 minutes of study for each credit, per week.
Therefore, you should be committed to spending approximately 12.5 hours
per week on this paper (inclusive of lectures and independent study time).

16
APPENDIX ONE

MASSEY UNIVERSITY LIBRARY

The Library provides resources and help to support your study. Their
contact details are listed below.

Phone: 0800 MASSEY (0800 627 739) ask for the Library
Direct line: 64-6-350-5670
Email: library @massey.ac.nz

Web-site: http://www.massey.ac.nz/massey/research/library/the-
library-for/the-library-for-distance-learning/dls-
services.cfm

The three key ways to access library help and resources while studying
at a Distance course:

 Distance Library Service – details listed below

 Library web-site
 Visiting the Library in person

How the Distance Library Service can help:

 Books: We deliver course-related books to your home and pay

return postage within New Zealand for the books we send out.
Note: we are unable to guarantee supply of set texts, you are
expected to acquire your own copy to ensure good access.
 Articles: We will send you copies of articles held in print only
and help you access our online articles.
 Exam Papers: Access them online (if you can't download them
contact us for assistance). Copying: We can send you chapters
of books not available for loan.

17
 Important note: The Library must comply with the Copyright Act
which restricts the amount that can be copied to a "reasonable
proportion".
 Help with Finding information: If you are having trouble
finding information we can help with advice on how to search. In
particular circumstances we may also be able to get you started
by carrying out a brief search on your behalf and sending you a
list of useful material to select from.

How to Request
When you are using the Library from a distance it is especially vital to plan
ahead - allow plenty of time just in case the material or assistance you need is
not immediately available.

About Borrowing
For general information about borrowing items from the Library (including loan
limits and lengths) see our Borrowing Information page.

Handy hints for distance students

Keeping track of what you have out and when they are due back is important
if you want to avoid overdue fines and penalties:

 Check your MyLibrary account regularly - you can use MyLibrary

to renew your items and update your details.
 Add our email address (library@massey.ac.nz) to your safe
senders list - and read any notices we send you. We send you
courtesy reminders before things are due to help out.
 Keep the printouts that come with your books - this helps with
knowing what you have out.
 Watch out for Recalls - if you are a postgraduate student
sometimes we have to ask for things back earlier than orignally
issued for. We will always email/post you a notice to let you
know and you will have a new due date of not less than 15 days
from the date of issue.

18
  The due date is when the item must be back at the Library
(allow 3-4 working days for return postage), not when it should
be posted.

If your record is blocked at any stage (for overdue books and/or fines) we will
hold any requests for 5 days while we notifiy you and to allow you to resolve
the issue.

Delivery of materials
It is important that you let us know immediately if you have moved as we send
your requests out via CourierPost. Delivery is overnight to most cities,
sometimes longer if you live in a rural delivery area. You will need to ensure
the courier driver has access to a safe place to leave your books. If you are
having difficulty or issues with the Library service at any time, please contact
us as soon as possible - if we are aware of the situation we can most likely do
something to help.

19
APPENDIX TWO

HOW TO ACCESS TO STREAM?

How to access Stream

There are three ways to access Stream. You can:

Log in using the Stream login page at stream.massey.ac.nz

Log in to MyMassey and click the Access Stream courses link.

Go to the Courses menu at the top of most Massey website pages and
from the Online learning section click the Stream login link.

Accessing Stream via MyMassey

MyMassey is the gateway for Massey student's online experience. You can
use MyMassey to change the personal details, enrol online, pay tuition fees
and access your Stream courses.
Type MyMassey's web address: https://secure.mymassey), type in your
Student ID number, your 4-6digit PIN and click on Log in

Click on Stream (Moodle) Tile.

20
You are now on the Stream course overview page
(http://stream.massey.ac.nz), click on the Stream course you want to access.

21