MKT301 International Marketing
Unit Code
MKT301
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT201
Credit Points
10
Overview
International Marketing explores the internationalisation of business and examines strategies for Australian and Asian firms engaged in international trade. The aim of this subject is to provide you with an introduction to international marketing that extends the learning acquired from basic marketing principles. The subject covers topics related to the international marketplace, multinational, global and transnational corporations and international trading companies. Specifically, the subject examines key issues involved in entering overseas markets and offers practical marketing perspectives for international, multinational and transnational operations.
Associated Degrees
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☒ core subject for BBM
☐ elective subject
☐ other (please specify below):
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Subject Learning Summary
The subject examines the rationale for international marketing and the global forces influencing business expansion. It covers political, legal, economic and cultural environments, social networks, communication and global consumer behaviour. Students also develop skills in international strategic planning, market research, market entry and expansion, and adapting products, services, pricing, promotion, distribution and logistics to global markets and emerging challenges.
Learning Outcomes
- Identify local, regional and international issues that affect business.
- Evaluate and apply appropriate international marketing theory for research, analysis, planning, implementation and evaluation of international operation.
- Identify and analyse marketing opportunities across a variety of international markets.
- Develop a coherent international marketing plan for a business focusing on international expansion.
- Appropriately communicate cross cultural marketing knowledge in a written context.
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Individual Assessment (Individual Reflective Report) |  Week 3 | 20% |
| Assessment 2: Major Group Assessment (Group Report & Presentation) | Week 11 | 50% |
| Assessment 3: Final Examination | Week 13 | 30% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Czinkota, M., Ronkainen, I., Sutton-Brady, C. and Stegemann, N. (2019) International marketing: Asia Pacific edition. 4th ed. Australia: Cengage Learning.
Texts and References
- Cateora, P., Money, B., Gilly, M. and Graham, J. (2023) International marketing. 19th edn. New York: McGraw-Hill.
Recommended Reading
- Fletcher, R. and Crawford, H. (2018) International marketing: an Asia-Pacific perspective. 7th ed. Australia: Pearson.
- Doole, I., Lowe, R. and Kenyon, A. (2022) International marketing strategy: analysis, development and implementation. 9th edn. South Melbourne, VIC: Cengage Learning Australia.
- Green, M. and Keegan, W. (2019) Global marketing. 10th edn. Melbourne, VIC: Pearson Australia.