BK315 - International Marketing

Credit Points: 15

Prerequisite: BK210 Market Research

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a third-year Core Unit in the Bachelor of Business, major in Marketing. 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. In addition provides 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.

The unit topics include:

  1. The world trading environment
  2. Cultural and social impact on international marketing
  3. International marketing research and opportunity analysis
  4. International niche marketing strategies for small and medium sized enterprises
  5. Global strategies
  6. Marketing mix in the international market context
  7. Application of technology in international marketing

Learning Outcomes

At the completion of this unit students should be able to:

  1. Examine the elements of international marketing, why it is so important to business and how it is different from domestic marketing.
  2. Review the influence of different international market characteristics on the behaviour of consumers
  3. Assess a social, political, legal and an economic analysis of a selected country and develop a preliminary international marketing plan.
  4. Develop effective international marketing strategies and policies.
  5. Evaluate how international marketing principles can be used as a conceptual framework to help managers understand and solve marketing problems.

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face


Assessment Task
Learning Outcomes Assessed
Contribution in classa-e*10%
Draft international marketing plan peer feedback (Group)a-c*5%
Final international marketing plan (Group)a-e*25%
Marketing plan presentation (Group)a-e*10%
Final Exam (3 hours)a-e*50%
Total 100%

*refer to learning outcomes above.


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

Reference Reading

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

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 communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study


Colour coding    

Extent covered

                               The standard  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 standard 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 standard 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 standard 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 standard  is not considered, there is no theory or practice or activities associated with this standard