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Unit of Study

Global Marketing Management
UoS Code MMGT6008
Credit points 6
Offered Intensive March and Intensive August
Prerequisites A minimum of 24 credit points of MMGT or CEMS units
Assumed Knowledge
Additional Information This unit is only available to students enrolled in the Master of Management or Master of Management (CEMS).
Lectures Block mode, 5 days, 9am-5pm
Assessment strategic marketing plan (40%), presentation - marketing plan (20%), final exam (40%)
Description A core skill for managers in an increasingly competitive world is applying marketing principles within the context of the international marketplace. This unit equips students with key decision-making tools, helping them answer critical questions about managing the marketing effect in the global market place. The unit introduces fundamental marketing concepts and theories, and demonstrates their practical application within the international arena. Topics include market and competitive analysis, market segmentation and product positioning, brand and product management, pricing issues, integrated marketing, communications, measuring return on marketing investment, and managing the international organisation and external relationships responsible for successful implementation. Case studies are used to illustrate concepts and their practical application.