Unit rationale, description and aim

International Marketing is examined as it relates primarily to Australia and its relationship with its principal trading partners with specific emphasis on the nations of the Asia-Pacific region. Both manufactured and service products are considered and the objectives and strategies of both private and public sector organisations are investigated. The nexus between the international cultural environment, international marketing management theory and practice is explored.

2025 10

Campus offering

No unit offerings are currently available for this unit

Prerequisites

MKTG600 Managerial Marketing

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

Investigate and analyse the international marketin...

Learning Outcome 01

Investigate and analyse the international marketing environment

Identify international marketing opportunities and...

Learning Outcome 02

Identify international marketing opportunities and evaluate alternative market entry strategies

Examine the economic, social, cultural, legal and ...

Learning Outcome 03

Examine the economic, social, cultural, legal and political issues in the international marketplace influencing marketing decisions

Propose viable and ethical product-line, distribut...

Learning Outcome 04

Propose viable and ethical product-line, distribution, pricing and promotion strategies for diverse international markets

Formulate strategic marketing plans for internatio...

Learning Outcome 05

Formulate strategic marketing plans for international operations

Content

Topics covered: 

 

  • The rationale for international marketing 
  • Economic and financial environments 
  • Political and legal environments 
  • Cultural environments 
  • Competition in international markets 
  • Understanding international consumers 
  • International market analysis 
  • International segmentation and positioning 
  • Market selection and entry strategies 
  • International marketing mix strategies 
  • International market strategy 
  • The evolving global marketplace – contemporary challenges 

 

Assessment strategy and rationale

In order to pass this unit, two graded assessment tasks are required to be submitted and an examination sat, and they must achieve an aggregate mark of at least 50%. Marking will be in accordance with rubrics specifically developed to measure the level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the Unit. The assessment strategy for this Unit allows the learner to sequentially develop their knowledge and skills in international marketing to the point where they can research and analyse a major debate in international marketing featured in the academic marketing literature that has relevance for contemporary international marketing practice. In order to develop this capability, the learner will demonstrate a knowledge of international marketing theory, concepts and practises taught in the Unit.

 

The assessment tasks for this unit are designed for you to demonstrate your achievement of each learning outcome. 

Overview of assessments

Case Study Analysis

Case Study Analysis

Weighting

30%

Learning Outcomes LO2, LO3, LO4, LO5

Major Debate Paper

Major Debate Paper

Weighting

30%

Learning Outcomes LO1, LO3

Final Exam

Final Exam

Weighting

40%

Learning Outcomes LO1, LO2, LO3, LO5

Learning and teaching strategy and rationale

Mode of delivery: Attendance (12 week) or Intensive (weekend or week-long) or Online (12 week), consisting of lectures, seminars, face-to-face workshops, online workshops and pre-recorded seminars.

Students will require 150 hours of study for this unit, including class attendance, online activities, readings and assignment preparation.

 

This unit takes an active learning approach to guiding students in acquiring knowledge and critical thinking about international marketing (as a sub-discipline within international business), and the international marketing perspective. The learner is able to explore the ‘core’ knowledge base underpinning international marketing practices, including theories, concepts and applications, in a series of face to face workshops. These workshops are designed to support the learner to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops, the learner will develop an understanding of international marketing theories, concepts and practices, as they contribute to international business activities. This unit takes a collaborative learning approach within the workshop through a series of lectures, discussions and examples. This approach is designed for the learner to develop critical and reflective skills in an independent and group environment.

Representative texts and references

Required text: 

 

Fletcher, R., Crawford, H. (2017), International Marketing – An Asia Pacific perspective, 7th Edition, Pearson Australia, NSW 

 

 Recommended references 

Cateora, P.R., Gilly, M.C, Graham, J.L and Money, R.B. (2016), International Marketing, McGraw-Hill, New York. 

 

Czinkota, M., Ronkainen, I., Sutton-Brady, C., Beal, T. and Stegemann, N. (2014), International Marketing: 3rd Asia Pacific Edition, Cengage  Learning, Victoria 

 

Gillespie, K. and Hennessey, H.D. (2016), Global Marketing, 4th Edition, Routledge, New York. 

 

Kotabe, M., Ang, S., Griffith, K., Marshall, A., Voola, R. and Helsen, K. (2014), International Marketing, 4th Asia Pacific Edition, Wiley Australia. 

 

 Extended reading

 

Recommended Journals 

Columbia Journal of World Business 

Harvard Business Review 

International Management 

International Marketing Review 

Journal of International Business Studies 

Journal of International Marketing 

Recommended Magazines/Newspapers 

Asian and European Wall Street Journals 

Far Eastern Economic Review 

Fortune 

International Business Week 

The Economist 

The International Herald Tribune 

 

 

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