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Unit of study_

MKTG6013: International and Global Marketing

This unit aims to give students an understanding of international marketing concepts by using the framework of marketing mix elements of product, price, distribution and promotions, and highlights their importance in a rapidly changing global economy. Topics include the scope and environmental factors (PEST) including culture; globalisation versus internationalisation and multinational strategy; international and global products, services and brands, market size assessment; foreign market selection; foreign market entry mode; pricing for international markets; international distribution channels; and international promotions (global vs. multinational approaches) and strategies. Understanding these concepts helps students develop skills in designing and implementing marketing strategies in diverse international country contexts.

Code MKTG6013
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. Apply and explain academic underpinnings of theories in international marketing and business
  • LO2. Analyse the role of internal and external influences on international marketing and business
  • LO3. Analyse biases and influences of decision-making with regard to international marketing and consumer behavior.
  • LO4. Demonstrate creative thinking, critical thinking, and decision-making through the synthesis of insights from data and inputs.
  • LO5. Analyse (un)ethical practices in international marketing.
  • LO6. Reflect on learning via written and oral presentation and communication.