This Course Guide has been taken from the most recent presentation of the course. It would be useful for reference purposes but please note that there may be updates for the following presentation.
IB B461
International Marketing
Welcome to IB B461 International Marketing. IB B461 is a five-credit, one-semester, higher- level course. Since it is a higher-level course, students taking IB B461 are recommended to have taken MKT B250 Introduction to Marketing or the equivalent first.
IB B461 is designed to introduce you to fundamental marketing concepts and practices related to the global business environment. At the end of the course, you will be equipped with the basic knowledge, techniques and practical skills you need to analyse the global marketing environment, and to formulate and implement an international marketing strategy, and coordinate operations in the international marketplace.
You may wonder if the marketing concepts you have learned previously are still valid in the global marketplace; the answer is yes, they are. The basic nature of marketing in a domestic setting does not change when applied to international marketing, so you can still apply the concepts that you have learned from other marketing foundation courses such as MKT B250 Introduction to Marketing in the international marketplace. However, you must be aware that marketing outside national boundaries poses more challenges. That is, business environments in different countries are diverse. Doing international business is therefore a creative enterprise. It is more demanding and complicated than conducting business in the domestic market and requires special attention and approaches.
This course will be delivered using a custom textbook, supplemented by a Study Guide, online multimedia components and learning support sessions.
Course aims
IB B461 aims to introduce you to the global marketing concepts, techniques, strategic options and practical skills needed to analyse, formulate and implement an international marketing strategy. It highlights the differences and the key issues related to evaluating, developing and delivering marketing programmes from a global perspective. It also provides you with an introduction to the concepts of standardization versus adaptation in global operations.
Course learning outcomes
Upon completion of this course, you should be able to:
In this custom textbook approach, different learning modules have been carefully selected by the course team from a textbook suitable for IB B461 International Marketing. By incorporating the latest edition of book chapters, cases, examples and problems for self-study from the textbook, the custom textbook will provide you with a comprehensive description, explanation and discussion of the relevant concepts, principles and tools in international marketing.
In addition to the custom textbook, you will be working through the course using an HKMU- produced Study Guide. The Study Guide leads you through your study pathway unit by unit, providing commentary on each textbook chapter and supplementary self-assessment opportunities.
The third main place you will refer to for learning resources during the course is HKMU's Online Learning Environment (OLE). There, you will have access to a rich array of learning materials such as the introductory video, multimedia resources and feedback on activities and self-tests. You will also be able to discuss topics with other students and your tutor on the course discussion board.
This course is further supported by regular learning sessions in the form of live online tutorials and a live online surgery.
Introductory video
The custom textbook
The title of the custom textbook is IB B461 International Marketing. The chapters are selected from the following textbook:
Kotabe, M and Helsen, K (2020) Global Marketing Management, 8th edn, Asia edn, Wiley.
The Study Guide will indicate at which point you should read each chapter of the custom textbook.
The Study Guide
The Study Guide sets out your study pathway through the custom textbook and other course learning resources, and provides supplementary material and additional self-assessment opportunities. You will therefore need to keep it by your side as you work through the course.
The Study Guide is divided into five units. The titles of the units and the custom textbook chapters they will cover are set out in the following table.
| Unit | Custom textbook chapters |
| Unit 1 The global marketing environment | Globalization imperative Global marketing strategies Economic environment Cultural environment Political and legal environment |
| Unit 2 Global market opportunities and market entry strategies | Global marketing research Global segmentation and positioning Global market entry strategies |
| Unit 3 The global marketing mix (I) | Global product policy decisions II Global pricing |
| Unit 4 The global marketing mix (II) | Global communication strategies Global logistics and distribution |
| Unit 5 Managing global operations | Planning, organization, and control of global marketing operations |
The Study Guide units direct you to work on exercises and activities related to the material covered. They can both help you gauge your progress and reinforce your understanding of the material covered in the unit. More importantly, they give examples to help you fully understand the concepts presented in the text, and can assist you in applying these concepts and techniques in the working environment. Together with the assignments, the activities will assist you in achieving the learning outcomes of the course. Also, you can read quality journals, online material and newspapers on related issues to keep pace with the latest developments.
Please note that the biggest temptation that students face, when they are short of time, is to read just the custom textbook. When they get to a learning activity or self-test, they flip straight to the back of the unit to see the suggested answer. It saves time, and students still know the correct answer, right? Wrong! Terribly wrong! Many contemporary educationists believe that learning is not a process that happens when people listen to a lecture or read a book passively. They think that learning takes place as people actively construct the knowledge. Do not take a shortcut that compromises your learning. Attempt the learning activities and self-tests presented in the units.
Supplementary lectures (pre-recorded videos)
A series of supplementary lectures (pre-recorded videos) will be provided for this course, which aim to examine the major concepts covered in each unit. These videos will be uploaded to the OLE in due course. You are advised to watch them for an overview of the unit's topics before you start studying the unit. Please also download and skim through the related PowerPoint slides, which are also available on the OLE.
The Online Learning Environment (OLE)
A dedicated area for IB B461 students has been set up in HKMU's OLE. You will need to log on regularly to the OLE to access the online learning components such as videos, online activities and the ePub version of your Study Guide units. Through the discussion board, you can also communicate with your tutor, the Course Coordinator and other students. For details about the OLE and how to access it, please refer to the Online Learning Environment User Guide.
Tutors and learning support
In HKMU's distance learning system, learning is achieved through the course materials. To help you understand and learn from the course, a tutor is assigned to you. The tutor is responsible for marking your assignments, conducting the live online tutorials and answering any questions that you may have throughout the course. You are encouraged to contact the tutor during consultation hours whenever you have a question or problem with the course materials. Please contact your tutor should the following arise:
Your assignments will be marked and commented on by your tutor, who will keep an eye on your progress and assist you if you encounter problems during the course. Marked assignments will be returned to you as soon as possible.
It is good practice to keep a copy of each assignment submitted for marking, so that you can always refer to it when raising queries with the tutor during discussion.
Apart from self-study, live online tutorials and a live online surgery will also be organized throughout the course to assist you in your learning process. The key course concepts are introduced in the live online tutorials. Tutors will also use activities and case studies to help you consolidate the concepts learned. Tutors may also introduce further examples and readings. The live online surgery will be held at the end of the course and it will help you revise the course concepts before you attempt the examination.
It is strongly recommended that you attend all the live online tutorials and the live online surgery, which will provide considerable assistance in your study of this course. Although attendance at these learning support sessions is optional, you are urged to take advantage of them. You can get the most out of them by pre-studying the relevant materials, making comments and asking questions. Remember that learning does not happen passively. Your active participation is crucial. Moreover, you will have the chance to meet fellow students and be with other distance learners who are studying at HKMU.
While you may think you are studying on your own, it doesn't need to be that way. You can be in regular contact with your tutor and, once you've met for the first tutorial, you can be in contact with your fellow students. When you meet fellow students, make an effort to exchange phone numbers or email addresses. In this way, you will be well on the way to developing a learning network of your own. You will find that the support and encouragement from classmates and tutors are very helpful.
You can find the details of these learning support sessions in the course schedules uploaded to the OLE. The name, email address and phone number of your tutor will be sent to you in due course.
There are two parts to the assessment for this course: two assignments and a two-hour final examination. Assignments serve as the continuous assessment component within the study period and contribute 40% of the total course mark. The other 60% is evaluated through the final examination. To pass this course, you must pass both parts of the assessment process — that is, you must receive at least 40% on average for the assignments and you must attain a mark of at least 40% for the final exam.
This course is designed to assist you in moving easily from the subject material to the assignments and examination. You are expected to apply concepts and techniques introduced during the course when attempting the assignments and examination. Most problems require qualitative and narrative responses.
Assessment summary
The assessment items are summarized in the following table.
| Assessment | Course area covered | Weighting |
| Assignment 1 | Units 1 and 2 | 20% |
| Assignment 2 | Units 1 to 4 | 20% |
| Examination | Units 1 to 5 | 60% |
| Total | 100% | |
You are required to pass both the continuous assessment component and the final examination to obtain a pass in this course.
Assignments
During the period of learning, continuous assessment of your performance in the course is carried out through the submission of two assignments. The assignments are contained in the Assignment File. Assignments serve three purposes:
After being marked by the assigned tutor, assignments are returned to you so that you know your mistakes and can clear up any misunderstandings. In addition, you can broaden your perspectives through the tutor's feedback. The two assignments are equally weighted:
The assignments will draw on the relevant units of the course and will contain analytical, evaluative and discursive elements.
When done properly, working with fellow students on difficult learning activities or assignments can be beneficial. However, doing so without acknowledging the contributions of other students in your own work is plagiarism. Although the act of cheating may not be caught by the tutor (for example, if a considerable amount of cosmetic changes have been made to the assignment), it is the student's learning that will suffer, and it will show in the final examination. Be an honest and virtuous student.
How to submit assignments
You must use word processing software (such as Microsoft Word) to prepare the assignments, and submit them via the Online Learning Environment (OLE). All assignments must be uploaded to the OLE by the due date.
Failure to upload an assignment in the required format to the OLE may result in the score of the assignment being adjusted to zero.
Assignment submission extension policy
The assignment policy of the University as stated in the Student Handbook should be observed. You are required to submit assignments for this course in accordance with the dates communicated by your Course Coordinator. You may apply for a submission extension on the grounds of illness, accident, disability, bereavement or other compassionate circumstances.
Applications for extensions must be submitted online via the OLE. Please note the following:
After an assignment is submitted via the OLE, it is your responsibility to check that the assignment has been successfully submitted. Extension applications due to any problem with uploading will not be accepted. The University cannot accept any responsibility for assignments that are not received by your tutor due to any problem with submission via the OLE. As a precaution, you are advised to keep a copy of each assignment you submit.
According to the University's policy, no extension of the due date will be allowed for the final assignment. This policy will be strictly enforced. Any late submission of the final assignment will result in the score of the assignment being adjusted to zero.
Final examination and grading
The final examination will cover materials from all units. It will contain analytical, evaluative and discursive elements. The examination paper will include case questions and essay type questions. It will assess your understanding of theories and concepts covered in the course as well as your ability to apply them in analysing realistic management situations. Before the final examination, HKMU will send you a specimen examination similar in format to the final examination, but with different questions. You will also be advised of examination arrangements one month before the date of the examination.
The following table gives a general overview of the course structure. It suggests the amount of time you should allow for completing units and provides a broad schedule for you to plan your work. The suggested amount of time is intended as a guide only and should be adjusted to fit your personal needs more closely. This estimation includes the time for reading the units and custom textbook, completing activities, self-tests and assignments, attending live online tutorials and preparing for your final examination.
| Unit | Title | No. of weeks of study | Assessment activity (End of unit) |
| 1 | The global marketing environment | 3 | |
| 2 | Global market opportunities and market entry strategies | 4 | Assignment 1 |
| 3 | The global marketing mix (I) | 3 | |
| 4 | The global marketing mix (II) | 3 | Assignment 2 |
| 5 | Managing global operations | 2 | |
| Revision | 1 | ||
| Total | 16 |
IB B461 International Marketing should equip you with the basic yet essential knowledge and skills for tackling challenges in the global marketing environment.
You will learn through a combination of printed and multimedia materials which consist of Study Guides, a custom textbook and resources available on the OLE. You will also be supported by regular learning sessions.
We hope you'll find IB B461 stimulating and rewarding!
If you wish to defer your studies of this course until a later date, you should apply for deferment of studies. For the regulations governing deferment of studies, please refer to your Student Handbook. If you have applied for deferment of studies, you should continue with your studies of this course and submit the required assignments until formal approval is given by the University.
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