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Unit of Study

International and Global Marketing
UoS Code MKTG6013
Credit points 6
Offered Semester 1 and Semester 2
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment midterm (15%), participation (15%), written report and reflection (23%), oral presentation (10%), research component (2%), final exam (35%)
Description 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 verses internationalisation and multinational corporations\\\'; \\\'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 help students develop skills in designing and implementing marketing strategies in diverse international country contexts.