BK315 - International Marketing

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BK210 Market Research

Co-requisite: N/A

Aims & Objectives

This is a third-year Core Unit in the Bachelor of Business, major in Marketing. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website:  http://www.mit.edu.au/study-with-us/programs/bachelor-business.

The aim of this unit is to develop students’ analytical ability to make international marketing decisions and to provide students with knowledge of the tools and practices used in formulating and controlling marketing programs abroad. In addition, this unit provides students with an understanding of marketing in a global environment and to develop their skills in formulating marketing mix strategies that can be used in a global setting. 
The unit provides students with the following opportunities in an applied perspective: 

  • To analyse international firms with their marketing strategies in various international markets in overcoming issues in diverse geographic settings from a multi-faceted industry context; 
  • To evaluate methodologies and innovative practices in competitive global and international markets in developing 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 international markets, and the implementation of marketing plans in an international context.
Unit topics include:

  • Introduction to International Marketing
  • The world trading environment and market entry strategies 
  • Social and cultural consideration in international marketing
  • International marketing research and opportunity
  • International product and service management
  • International communication
  • The management of international distribution and logistics
  • Pricing for international markets
  • International niche marketing strategies for small and medium sized enterprise
  • Global strategies
  • Technology enabled sustainable marketing

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Examine the elements of international marketing, why it is so important to business and how it is different from domestic marketing.
b. Review the influence of different international market characteristics on the behaviour of consumers.
c. Assess a social, political, legal and an economic analysis of a selected country and develop a preliminary international marketing plan.
d. Develop effective international marketing strategies and policies.
e. Evaluate how international marketing principles can be used as a conceptual framework to help managers understand and solve marketing problems.


Assessment Task     Due Date A B Unit Learning Outcomes
1. Formative Assessment Bachelor Week 3 - 5% a,b
2. Contribution in class Weeks 1 - 12 - 10% a-e
3. Draft international marketing plan peer feedback [Individual] Week 5 5% - a-c
4. Final international marketing plan [Group] Week 8 20% - a-e
5. Marketing plan presentation [Group] Week 8 - 10% a-e
6. Case Study Analysis [Individual] (3 hours) TBA - 50% a-e
TOTALS   25% 75%  

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (10%)

This unit has class participation as an assessment. The assessment task and marking rubric will follow the Guidelines on Assessing Class Participation (https://www.mit.edu.au/about-us/governance/institute-rules-policies-and-plans/policies-procedures-and-guidelines/Guidelines_on_Assessing_Class_Participation). Further details will be provided in the assessment specification on the type of assessment tasks and the marking rubrics.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode.

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • Doole, I., Lowe, R., & Kenyon, A. (2019). International Marketing Strategy – Analysis, Development and Implementation (8th ed). Melbourne: Cengage Learning Australia.

Recommended (Secondary) Text Book

  • Doole, I., Lowe, R., & Kenyon, A. (2016). International Marketing Strategy – Analysis, Development and Implementation (7th ed). South Melbourne: Cengage Learning Australia.

Recommended references

  • Czinkota, M., Ronkainen I., Brady, C., Beal, T., & Stegemann, N. (2014). International Marketing (3rd ed). South Melbourne: Cengage Learning Australia.
  • Fletcher, T., & Crowford, H. (2013). International Marketing: An Asia-Pacific Perspective (6th ed). Melbourne: Pearson Australia.
  • Kotabe, M., Marshall, A., Ang S., Griffiths, K., & Roberts R. (2013). International Marketing (4th ed). Hoboken, NJ: Wiley.

Adopted Reference Style: APA can be found in MIT library referencing
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.