A core skill for managers in an increasingly competitive world is applying marketing principles within the context of the international marketplace. This unit equips students with key decision-making tools, helping them answer critical questions about managing the marketing effect in the global market place. The unit introduces fundamental marketing concepts and theories and demonstrates their practical application within the international arena. Topics include market and competitive analysis, market segmentation and product positioning, brand and product management, pricing issues, integrated marketing, communications, measuring return on marketing investment, and managing the international organisation and external relationships responsible for successful implementation. Case studies are used to illustrate concepts and their practical application.
Block mode, 5 days, 9am-5pm
individual assignment (30%); group assignments (15%); group presentation (25%); exam (30%)
This unit is only available to students enrolled in the Master of Management or Master of Management (CEMS).
A minimum of 24 credit points of MMGT or CEMS units