Marketing Across Borders M

Course aim

This course provides students with theoretical and practical knowledge of the role and impact of international marketing on management decision making, business strategy, and business conduct in the international business context. The course explores approaches to designing and implementing international 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 international marketing principles to recent developments in the field of international business management.
• Provides a pathway for further learning.

Course content

Topics covered in this course include:

• The principles and rationales for international marketing.
• Future trends and changes in global marketing strategies and practices.
• Influences of environmental factors on marketing worldwide.
• Market selection and entry strategies.
• Consumer behaviour and the cultural influence.
• Modifying products for overseas markets.
• Brands, promotion pricing and distribution in the international setting.
• Market information and marketing research for international markets.
• Issues and controversies in developing international marketing strategies.

Textbook(s)

Hollensen, S 2011, Global marketing: a decision-oriented approach, 5th edn, Prentice Education Limited, Harlow, England

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 11 weeks
EXTERNAL, CITY WEST, ONLINE
External	N/A x 11 weeks

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

Assessment

Continuous on-line activities, Individual 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.