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	Ulku Yuksel, ulku.yuksel@sydney.edu.au

Assessment

The census date for this unit availability is 31 August 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Out-of-class quiz	Open book exam/s Online assessments (around 1-4) with a short quiz & open-ended Q&As with written responses required: Module- and/or project knowledge will be assessed. Outside class time, conducted on w/ends	20%	Week 03 Due date: 17 Aug 2026 at 00:00 Closing date: 08 Nov 2026	Around 5-25 minutes each	AI allowed
Outcomes assessed:
Q&A following presentation, submission or placement	Oral Q&A Students’ knowledge of international marketing and/or its application to the project assignment	25%	Week 05 Due date: 10 Aug 2025 at 00:00 Closing date: 30 Oct 2026	3-5 minutes per student	AI prohibited
Outcomes assessed:
Written work	International Marketing Project An International Marketing Plan for the client project, prepared collaboratively by the group	10%	Week 05 Due date: 04 Sep 2026 at 23:00 Closing date: 16 Oct 2026	1000 words (excluding references)	AI allowed
Outcomes assessed:
In-person practical, skills, or performance task or test	Presentation/s Each group member must deliver an equal share of the presentation.	5%	Week 06 Due date: 07 Sep 2026 at 00:00 Closing date: 30 Oct 2026	2-3 minutes per student	AI prohibited
Outcomes assessed:
Written test	In-semester test Written test	25%	Week 07 Due date: 20 Sep 2026 at 15:50	50 minutes	AI prohibited
Outcomes assessed:
Written work	Reflection essay A self-reflection on setting yourself up for success in the international space: Reflect on what you learned in this course and how you can apply what you learned to the workplace.	6%	Week 11 Due date: 23 Oct 2025 at 23:00 Closing date: 23 Nov 2026	800 words	AI allowed
Outcomes assessed:
Contribution	Business research component (BRC) Choose one option: Option 1. Complete a survey about your personal opinions on consumption and marketing (No right or wrong answers and no prior knowledge required); OR Option 2. Complete a research article review (You need to read the research article).	2%	Week 12 Due date: 30 Oct 2026 at 17:00 Closing date: 30 Oct 2026	45 minutes	AI allowed
Outcomes assessed:
Contribution	Participation and contribution Participate via meaningful contribution in weekly workshops and online	7%	Weekly Due date: 03 Aug 2026 at 20:12 Closing date: 06 Nov 2026	Weekly ongoing	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

The International and Global Marketing unit develops specialist learning through an authentic, project-based approach in which students are systematically prepared throughout the semester. Students critically apply international marketing theories, strategic tools, concepts and frameworks to analyse international marketing challenges, evaluate foreign market opportunities from a marketing perspective and make evidence-based foreign market entry recommendations. Working collaboratively as marketing consultants, they develop a well-justified International Marketing and Foreign Market Entry Plan for a real industry organisation seeking to expand into international markets.

There is no final examination. Instead, students complete a series of interconnected assessments that progressively develop both individual and collaborative capabilities in international market analysis, strategic decision-making and the preparation of a professional international marketing plan.

International Marketing Project (IMP)

As part of the industry collaboration, students work in teams as marketing consultants to respond to an industry client’s international market expansion brief and request from a strategic marketing perspective. The project includes the development of an International Marketing Media Strategy, requiring students to analyse the business and foreign market context, evaluate international opportunities, recommend an appropriate foreign market entry strategy and develop a culturally relevant positioning strategy and the creative Big Idea for social media execution. The recommendations are presented in a polished and professionally developed International Marketing Project Plan, supported by robust market analysis, cross-cultural insights and an actionable implementation plan. The assessment demonstrates students’ ability to apply international marketing theories, analytical frameworks and cross-cultural knowledge to deliver a tailored, evidence-based strategic marketing solution for foreign markets.

Structure of the project:

This project assessment consists of two progressive submission stages: a Draft Proposal (Week 5) and a Final Submission (Week 10). At each stage, students must submit two components: 1) International Marketing and Media Project – submitted and assessed as a group, and 2) Performance Appraisal Review (PAR) – submitted individually by each student to b assessed individually.

- Component 1) International Marketing Project (IMP) (Group Submission)

Students work in groups to develop a professional strategic IMP in response to a real client brief. The IMMP should demonstrate a thorough understanding of the client's business, international marketing challenge, target audience and operating environment. Importantly, the plan must present a creative Big Idea, supported by evidence-based strategic plan with recommendations and an actionable social media content for the foreign country market, suitable for immediate use and implementation (e.g., Instagram or TikTok posts). Students are expected to apply relevant international marketing theories, frameworks and analytical tools to develop a tailored marketing solution suitable for client implementation.

The project is developed progressively across two stages and submissions.

Stage 1: Draft Proposal (end of Week 5) includes only the sections that can be completed using the concepts, theories and analytical tools covered up to the end of Week 5. It is not a draft of the entire marketing plan, but an opportunity to receive formative feedback before completing the final project.

Stage 2: Final Submission (end of Week 10) builds on the Draft Proposal by incorporating additional content, deeper analysis, strategic development and feedback received throughout the semester. Teams are expected to refine and strengthen their work and, where appropriate, may substantially revise their strategic direction, provided the final submission presents a coherent, evidence-based and well-justified international marketing solution.

- Component 2) Performance Appraisal Review (PAR) (Individual Submission)

For both the Draft Proposal and Final Submission, each student must also complete an individual Performance Appraisal Review (PAR). The PAR is a confidential peer evaluation that assesses each team member’s contribution and performance during the relevant project stage through an after-action review. Its purpose is to encourage critical reflection on team dynamics, collaboration, teamwork and individual accountability.

For each team member, students must provide at least one comment recognising the individual's strengths and contributions, and at least one constructive comment identifying an area for improvement, where appropriate.

The PAR is submitted by each team member separately from the group project on the due date of the group project and is assessed individually. Submission of a completed PAR is compulsory. Failure to submit a PAR that fully meets the stated requirements will result in a 50% deduction from the mark awarded for the corresponding the project related assessments.

Presentation/s

Following both the Draft Proposal and Final Submissions, each team will deliver a presentation during the following workshop (Weeks 6/7 and 11/12, depending on workshop size), simulating a professional client pitch. The presentations allow teams to communicate and justify their strategic recommendations, demonstrate the development of the project from draft to final proposal and receive feedback. Presentations are assessed individually and will provide an opportunity to communicate students’ individual contribution to the project as it allows interactive discussion Q&A with the facilitator and the class.

Oral Q&A

Across multiple weeks, students will participate in an oral assessment designed to evaluate their understanding and application of the International Marketing Project and/or an international business-related scenario, as well as their understanding of the international marketing concepts and theories. The assessment examines each student's ability to analyse and contribute meaningfully to the industry partner’s brief and requests for the project, justify strategic recommendations, demonstrate critical thinking and communicate ideas with confidence, clarity and professionalism. The assessment also evaluates students' knowledge of the International and Global Marketing unit content, including the concepts, frameworks, theories, strategic tools and learning resources provided in the Canvas modules, with a particular emphasis on their application to the project. The assessment takes the form of an evidence-based Q&A, with follow-up questions and prompts guided by each student's progression and responses. Students are expected to demonstrate informed reasoning, critical analysis and the ability to apply relevant international marketing knowledge to the project and/or related business scenarios. This is an individual assessment. Attendance is compulsory. Students must undertake this assessment as a requirement to pass the unit.

In-semester test (IST)

Written secured essay and/or Q&A test. The assessment involves topics on modules and project knowledge. This is arranged by the Business School exam team, outside of lecture or workshops.

Open book exam/s

Students will complete an online knowledge test (or up to four tests), released at various points throughout the semester and completed outside scheduled lecture and workshop times. Each test may include open-ended questions that require a written respond as well as a small number of multiple-choice, fill-in-the-blank and yes/no questions covering the unit modules and project-related content. The short test serves as a formative checkpoint to reinforce key marketing concepts, encourage regular engagement with the unit material, strengthen knowledge retention and help students identify areas requiring further study.

Participation and contribution

Students are expected to actively contribute to class discussions, collaborate professionally with their team, and complete all required activities in workshops and online modules where applicable. Engagement in activities unrelated to learning (e.g., unnecessary use of phones, laptops or other electronic devices during workshops) instead of participating in teamwork and class activities may negatively affect the awarded mark.

This assessment recognises the importance of consistent participation, collaboration and professional conduct in creating a productive, real-world learning environment. Participation is about each student's engagement throughout the semester, including 1) In person participation in workshops, contribution to team activities during workshops; 2) Responses to weekly discussions and Q&As and 3) Completion of required online learning tasks, where applicable. As completion of all required online tasks may form part of this assessment, unless "explicitly" permitted, the use of AI tools to complete these tasks is prohibited. Any unauthorised use of AI, particularly for online module tasks, will result in a mark of zero and may also lead to a deduction from the overall course mark, in accordance with the unit's assessment policy.

Reflection essay

This individual assessment requires students to critically reflect on their personal and professional development throughout the Capstone unit. Students should evaluate their strengths, challenges and growth as emerging marketing professionals and as contributors to a real-life client project.

The reflection should include how the unit's learning experiences have enhanced student’s knowledge, skills and readiness for the workforce; how these capabilities align with industry expectations and how they increase their value to future employers. Students should explain explicitly the value they can bring to organisations by drawing on the professional attributes developed throughout this unit.

Students are expected to support their reflection with specific examples from the unit, including learning modules, workshops, class discussions, client interactions, assessments, team activities and feedback received. Students should identify which aspects of the unit had the greatest impact on their professional development, explain how these experiences shaped their thinking and capabilities, and discuss how they will apply the knowledge and skills gained in this unit throughout their future careers. They should also explain how the competencies developed in this unit enhance their employability, why these capabilities are valuable to future employers, and how they would contribute to an organisation in a professional marketing role.

Business research component (BRC; 2%)

You will have two options for completing this Assessment: Option 1 – participate in a research study (no knowledge required); Option 2 – complete a research paper review (you will read a journal article that will be assigned to you and respond to questions about it).

For detailed information about how to complete the BCG, email Business.ResearchComponent@sydney.edu.au or refer to BCG module.

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 (3 hr)
Week 02	International environment: Macro and micro environmental analyses	Lecture (3 hr)
Week 03	Culture and cross-cultural marketing	Lecture (3 hr)
Week 04	Product strategies: Globalisation and adaptation strategies	Lecture (3 hr)
Week 05	International market research and market size assessment	Lecture (3 hr)
Week 06	Foreign market entry modes	Lecture (3 hr)
Week 07	International marketing communications	Lecture (3 hr)
Week 08	Creative strategy and content development for foreign country markets	Lecture (3 hr)
Week 09	Pricing in foreign markets	Lecture (3 hr)
Week 10	Distribution and partnering	Lecture (3 hr)
Week 11	Evaluating marketing strategy	Lecture (3 hr)
Week 12	The future of international and global marketing. & How did we go? Reflecting on our personal journey and on our collective work during the project	Lecture (3 hr)
Week 13	What is next? Planning our professional pathways	Lecture (3 hr)

Attendance and class requirements

Lecture format and attendance: Course lecture materials are available via modules, available on Canvas. Students should ensure that they prepare for the modules assigned for the week before joining workshops, attend and participate in all modules, workshops and live presentations and watch PPs if available on modules.

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.The assessment types are amended in response to the secured assessment requirements of the university.

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

Work, health and safety

Student wellbeing; health

University's support for well-being & health

If you feel unwell physically or psychologically, do the following in sequence (all your contact is strictly confidential between you & the health provider):

1. Fill in the form @ https://student-wellbeing.sydney.edu.au/Mvc/Portal/Login @ https://www.sydney.edu.au/students/health-wellbeing.html A response will come in 24-48 business hrs. Or,

2. Go in person to: Level 5 Jane Foss Russell Building G02 (opposite the Business School, where the food court & Hermann's bar is located), Opening hours: 9am to 5pm, Monday to Friday. Or,

3. Email: student.wellbeing@sydney.edu.au Or,

4. Call: Phone: +61 2 8627 8433 and/or +61 2 7255 1562 between 9am to 5pm, Monday to Friday.

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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

Work, health and safety

Student wellbeing; health

Disclaimer

On this page

Useful links

MKTG6013: International and Global Marketing

Semester 2, 2026 [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

Work, health and safety

Student wellbeing; health

Disclaimer

On this page

Useful links