Global Marketing

Course aim

This course provides students with theoretical and practical knowledge of the role and impact of global marketing on management decision making, global business strategy, and business activites. The course explores approaches to designing and implementing global marketing strategies for particular countries and regions (e.g. Asia, Europe, Africa, North/South America) with an emphasis on the impact of environmental factors on the dynamics of the international marketplace and the effectiveness of marketing practices.

Students completing the course develop a body of knowledge that:

• Contributes to a comprehensive application of global marketing principles to recent developments in the field of global business management.
• Provides a pathway for further learning.

Course content

Topics covered in this course include:

• The principles and rationales of global marketing.
• Marketing Strategies in the age of globalisation.
• Influences of environmental factors on marketing worldwide.
• Market selection and entry strategies.
• Consumer behaviour and the cultural influence.
• Modifying products and services for the global market.
• Branding, promotion, pricing and distribution in the global market.
• Market information and marketing research in global marketing.
• Issues and controversies in developing global marketing strategies.

Textbook(s)

Hollensen, S 2014, Global marketing: a decision-oriented approach, 6th edn, Prentice Education Limited, Harlow, England

Prerequisite(s)

Corequisite(s)

Nil

Teaching method

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Continuous assessment, Project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.