Outline

Overview

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.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	None
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Philip Le, philip.le@sydney.edu.au
Lecturer(s)	Catherine Sutton-Brady, catherine.suttonbrady@sydney.edu.au
Lecturer(s)	Philip Le, philip.le@sydney.edu.au

Assessment

The census date for this unit availability is 1 September 2025

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written work	Self-reflection Written reflection on current journey with international marketing	10%	Formal exam period Due date: 17 Nov 2025 at 23:59 Closing date: 27 Nov 2025	1,500 words	AI allowed
Outcomes assessed:
Contribution	Participation In-class and online participation	10%	Ongoing	Ongoing	AI allowed
Outcomes assessed:
Written test ?	In-semester test Supervised test	20%	Week 06 Due date: 13 Sep 2025 at 15:40	1 hour	AI prohibited
Outcomes assessed:
Interactive oral	International market entry strategy: interview Interview discussions during weeks 11 and 12. Associated files due week 10.	15%	Week 10 Due date: 19 Oct 2025 at 23:59	15 minutes	AI prohibited
Outcomes assessed:
Written work	International market entry strategy: report International market entry strategy project	40%	Week 10 Due date: 19 Oct 2025 at 23:59 Closing date: 29 Oct 2025	5,000 words	AI allowed
Outcomes assessed:
Contribution	Business Research Component (BRC) Participation	2%	Week 12	45 minutes	AI allowed
Outcomes assessed:
Evaluation	Peer evaluation and feedback Written statement	3%	Week 12 Due date: 17 Oct 2025 at 23:59 Closing date: 27 Oct 2025	1,000 words	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

This unit appraises specialist learning through project work for which students are systematically prepared across sessions. Building on prior learning from the Marketing Specialisation and across the Master of Commerce, students critically engage with international strategic marketing tools, concepts and frameworks to analyse world international marketing and foreign market entry problems. Students work collaboratively in teams to develop a well justified strategic international marketing plan.

Assessments

International market entry strategy – report: As part of the industry collaboration, students will form teams and respond to a market entry brief. Students will prepare an international market entry strategy, emphasising its creative and foreign country-relevant big idea.

International market entry strategy – interview: In the same brief, teams will present their strategy, delivering an abbreviated pitch and defending their strategy in a Q&A session. Interviews will take place across weeks 11 and 12, with associated materials due in week 10.

In-semester test: Students will demonstrate their understanding of international marketing concepts via a written test. This test covers all course materials, and may include additional case study materials.

Participation: Students will be assessed continuously on their engagement, communication, application of course concepts and critical thinking, via their participation during the workshops, and periodical online submissions.

Peer evaluation and feedback: Following the industry collaboration, students will evaluate their team members’ performance via a feedback statement. Students will be assessed on the quality of their feedback for each member. Feedback statements will also be used to verify that all members contributed equally to the project.

Self-Reflection: Students will articulate their learning journey throughout this course, in context of their academic and professional pathway.

Business Research Component 2%: You will have two options for completing this Assessment. Option 1- participate in a research study. Option 2- research paper review. For detailed information about how to complete the Business Research Component Assessment (2%) please refer to the Assignments tab on your course CANVAS site.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Late penalties are applicable as per Business School policy.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to international and global marketing	Lecture and tutorial (3 hr)
Week 02	The macro environment	Lecture and tutorial (3 hr)
Week 03	Culture and cross-cultural marketing	Lecture and tutorial (3 hr)
Week 04	Globalisation strategies	Lecture and tutorial (3 hr)
Week 05	International market research	Lecture and tutorial (3 hr)
Week 06	Designing international marketing plans	Lecture and tutorial (3 hr)
Week 07	Product strategies	Lecture and tutorial (3 hr)
Week 08	Foreign market entry modes	Lecture and tutorial (3 hr)
Week 09	International marketing communications	Lecture and tutorial (3 hr)
Week 10	Pricing in foreign markets	Lecture and tutorial (3 hr)
Week 11	Distribution and partnering	Lecture and tutorial (3 hr)
Week 12	Evaluating marketing strategy	Lecture and tutorial (3 hr)
Week 13	The future of international and global marketing	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture format and attendance: Course materials are available via modules, available on Canvas. Students should ensure that they attend and participate in all modules, workshops and live presentations.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed through the MKTG6013 course on Canvas or the Library eReserve.

Textbook required for this unit:

MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition, AU/NZ ISBN: 9780170414036

Reference:

Czinkota, M., I. Ronkainen, C. Sutton-Brady, and N. Stegemann, MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

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.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

The Unit's assessment structure and course materials will accommodate both students with and without prior marketing expertise. The Unit will continue exposing all students to contemporary international marketing challenges via a collaboration with an industry partner.

Additional information

More information can be found on Canvas.

Texbook required for this unit:

MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition, AU/NZ ISBN: 9780170414036

Reference:

Czinkota, M., I. Ronkainen, C. Sutton-Brady, and N. Stegemann, MindTap for Czinkota’s International Marketing Asia-Pacific edition, 2-term Instant Access, 4th Edition

Business School Policies

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

MKTG6013: International and Global Marketing

Semester 2, 2025 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links