Entry requirements and weighting

Prerequisites: BK212
Corequisites: Nil
Credit Points: 15 credit points
Level: Year 3, Major Marketing Stream

Brief description

The aim of this unit is to develop students’ analytical ability to make marketing decisions and to provide students with knowledge of the tools and practices used in formulating and controlling marketing programs abroad as well as to provide students with an understanding of marketing in a global environment and to develop their skills in formulating marketing strategies that can be used in a global setting. The unit is highly applied and provides students with the following opportunities: to analyse global international firms, their marketing strategies and various international marketing issues in a variety of geographic and industry contexts; to evaluate methodologies and new practices for handling problems and issues typical of global and international markets and competition; to develop an operationally sound international marketing plan. This unit covers issues relevant to the challenges of international marketing. International marketing decisions are made within a context that is influenced by political, economic and social and legal environments that are covered in this unit. This unit also examines the use of strategic planning, analysis of markets and the implementation of market plans in an international context 

Learning outcomes

  1. Gain an understanding of the elements of international marketing, why it is so important to business and how it is different from domestic marketing
  2. Critically evaluate the influence of different international market characteristics on the behavior of consumers
  3. Apply analytical skills through the interpretation of data and information
  4. Undertake a social, political, legal and an economic analysis of a selected country and develop a preliminary international marketing plan
  5. Understand some of the ethical problems which confront international marketers when making marketing decisions
  6. Understand how international marketing principles can be used as a conceptual framework to help managers understand and solve marketing problems
  7. Develop effective international marketing strategies and policies
  8. Draw on scholarly research, as well as current business practice, to examine, analyse and evaluate international marketing issues through report writing