International and Global Marketing (MKTG6013)
UNIT OF STUDY
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.
Our courses that offer this unit of study
Further unit of study information
1x 3hr seminar per week
Midterm (15%), participation (15%), written report and reflection (23%), oral presentation (10%), research component (2%), final exam (35%)
Faculty/department permission required?
Unit of study rules
Prerequisites and assumed knowledge
Study this unit outside a degree
If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.
If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.