Overview
With increasing digitisation in the globalised world, businesses are realising that there is a need to apply the digital technologies in expanding their target markets overseas for survival, growth and profitability. This unit builds on a series of critical global marketing concepts, where you will be able to learn how to analyse and evaluate the global marketing environmental forces and the associated digital trends, and how to strategically develop and manage contemporary entry, competitive and international marketing mix strategies. On completion of this unit, you will have an advanced and integrated understanding of global marketing theories, practices, and strategies applicable in this digital era. This unit enables students to focus on an industry or organisation of their choice from a list of options for all assessments.
Details
Pre-requisites or Co-requisites
Pre-requisite: MRKT20052
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 3 - 2024
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback
I really appreciate and have experienced more theories and concepts based on the real-world business.
Incorporate a wider variety of real-world business case studies across different sectors. This will help students see the practical application of theories in diverse contexts and enhance their understanding of the material.
Feedback from Student feedback
I'm satisfied with this overall module. Workshop activities are valuable and paid off with my assessments.
Continue to develop and refine workshop activities to ensure they remain interactive and closely aligned with assessment tasks. This will help maintain their value and effectiveness in reinforcing learning.
- Demonstrate in-depth understanding of the major theories and contemporary practices of global marketing in the digital era.
- Critically analyse and evaluate the global marketing environments and the associated digital trends.
- Develop analytical and problem-solving skills related to market selection, entry and competitive strategies in global physical and digital markets.
- Formulate and synthesise global marketing mix strategies to respond to complex global marketing challenges and opportunities in the digital era.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Written Assessment - 40% | ||||
| 2 - Presentation - 60% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Knowledge | ||||
| 2 - Communication | ||||
| 3 - Cognitive, technical and creative skills | ||||
| 4 - Research | ||||
| 5 - Self-management | ||||
| 6 - Ethical and Professional Responsibility | ||||
| 7 - Leadership | ||||
| 8 - Aboriginal and Torres Strait Islander Cultures | ||||
Textbooks
International Marketing
Edition: 19th (2023)
Authors: Cateora, Philip, Graham, John, Gilly, Mary & Money, Bruce
McGraw-Hill US Higher Ed ISE
ISBN: 9781266312557
International Marketing: An Asia-Pacific Perspective
7th Edition (2017)
Authors: Fletcher, Richard & Crawford, Heather.
Pearson Australia
Melbourne Melbourne , Victoria , Australia
ISBN: 9781488611162; 9781488611179 (ebook)
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Word and PowerPoint
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
j.ban@cqu.edu.au
Module/Topic
The Rationale for International Marketing and Globalisation
Chapter
Chapters 1 and 11
Events and Submissions/Topic
Unit overview: Briefing of assessment tasks, and unit expectations.
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Influences of Social and Cultural Environments on International Marketing
Chapter
Chapter 4
Events and Submissions/Topic
Discussion on plagiarism and referencing.
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Influences of Technology and Other Contemporary Variables on International Marketing
Chapter
Chapters 5 - 6
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Influences of Political and Legal Environments on International Marketing
Chapter
Chapter 2
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Influences of Economic and Financial Environments on International Marketing
Chapter
Chapter 3
Events and Submissions/Topic
Last minute Q&A session for Assessment Task 1 Written Assessment (Environmental Analysis).
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
International Market Selection, Entry and Competitive Strategies
Chapter
Chapters 8 and 9
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Written Assessment (Environmental Analysis) Due: Week 6 Friday (13 Dec 2024) 11:00 pm AEST
Module/Topic
Product strategies for International Markets
Chapter
Chapter 13
Events and Submissions/Topic
Group formation for assessment task 2 DUE in Week 7.
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Vacation Week - No Class
Chapter
Vacation Week - No Class
Events and Submissions/Topic
Vacation Week - No Class
Module/Topic
Vacation Week - No Class
Chapter
Vacation Week - No Class
Events and Submissions/Topic
Vacation Week - No Class
Module/Topic
Pricing strategies for International Markets
Chapter
Chapter 14
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Promotion strategies for International Markets
Chapter
Chapter 15
Events and Submissions/Topic
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Distribution strategies for International Markets
Chapter
Chapter 16
Events and Submissions/Topic
Last minute Q&A session for Assessment Task 2 - Presentation and Group Report (Recommendations for international marketing decisions).
In-class activities: Discussion questions / exercises / mini cases
Module/Topic
Marketing Services Internationally
Chapter
Chapter 17
Events and Submissions/Topic
Presentations begin (this activity is part of Assessment Task 2).
Presentation and Group Report (Recommendations for International Marketing Decisions) Due: Week 11 Monday (27 Jan 2025) 11:00 pm AEST
Module/Topic
International Marketing in the Decade Ahead
Chapter
Chapter 18
Events and Submissions/Topic
Presentations continue (this activity is part of Assessment Task 2)
Module/Topic
Chapter
Events and Submissions/Topic
1 Written Assessment
Assessment Task 1 is designed to promote independent learning and to develop the skills necessary for analysing various environmental issues that impact a company's international marketing decisions. To conduct a comprehensive environmental analysis, each student is required to select a hypothetical Australian company/brand from ONE of the following industries -
- Coffee
- Electronic Vehicle Battery
Assuming that the company is already active in the Australian domestic market, you are now required to investigate potential opportunities and/or threats in one of the following international markets for their products -
- Singapore
- South Korea
- China
- Malaysia
Notes and Important Advice:
- Assessment Task 1 is an individual assessment.
- Students are required to conduct an environmental analysis on the selected country to evaluate the potential opportunities and/or threats influencing the hypothetical company's entry into that market.
- Environmental factors to be analysed may include economic, financial, political, legal, social, cultural, technological, and other contemporary factors. If an environmental factor does not influence companies' international marketing decisions, it is deemed irrelevant and should not be included in this report.
- Students are required to provide a self-reflection on their leanings, articulating the insights and lessons acquired from this assessment.
- Students are expected to support their discussions with clear evidence through in-text referencing (e.g., books, academic journal articles, industry and government reports, charts, diagrams, websites, and newspaper articles, all dated no later than 2019). Students are strongly discouraged from using generic online sources like the CIA Factbook or Wikipedia. Discussions should be backed by at least 10 academic references.
- The report should be 1600 words (excluding the title page, executive summary, table of contents, reference list, appendices and charts).
- Penalties apply for exceeding the word limit (1% mark deduction for every 100 words over 1600 words).
- Format the report as follows: 12-point Times New Roman font with 1.5 line spacing.
- Penalties apply for late submission (5% mark deduction per day, unless an approved extension has been granted).
Week 6 Friday (13 Dec 2024) 11:00 pm AEST
Penalties apply for late submission (5% mark deduction per day, unless an approved extension has been granted).
Week 8 Friday (10 Jan 2025)
Results will be released after moderation is completed (The expected release time to students is 2 weeks after the submission, excluding public holidays and University holidays)
This task will be assessed based on -
- the breadth and depth of information presented,
- how well it is specifically applied to specific marketing strategies,
- the insightful self reflection and the overall presentation of the report (including academic quality).
See Moodle for a detailed marking rubric for this assessment task.
- Demonstrate in-depth understanding of the major theories and contemporary practices of global marketing in the digital era.
- Critically analyse and evaluate the global marketing environments and the associated digital trends.
- Develop analytical and problem-solving skills related to market selection, entry and competitive strategies in global physical and digital markets.
- Formulate and synthesise global marketing mix strategies to respond to complex global marketing challenges and opportunities in the digital era.
2 Presentation
Assessment Task 2 is a group assignment designed to support students in applying international marketing theories/concepts to real-world situations. This task requires students to prepare a report on recommendations involving the decisions regarding (a) mode of entry, (b) competitive strategies, (c) marketing mix strategies (4Ps), (d) group reflection, and present their findings in class. Each group is required to use a hypothetical company/brand from ONE of the industries used in Assessment 1 (Coffee or Electronic Vehicle Battery), focusing on entering one of the following markets:
- Singapore
- South Korea
- China
- Malaysia
Notes and important advice:
- Assessment Task 2 is a group assignment, so, students are expected to form groups (with no more than three (3) members per group) within the first 6 weeks of the class. Groups should consist of members who can communicate regularly. The selection of the product and country for this task must be mutually agreed upon by all group members.
- Each group must submit both PowerPoint (PPT) slides and a report. Only one (1) PPT file and one (1) report should be submitted per group.
- The report should not exceed 1600 words (excluding the title page, executive summary, table of contents, reference list, appendices, and charts).
- Penalties will be applied for exceeding the word limit (1% mark deduction for every 100 words over 1600 words).
- Students are required to provide a comprehensive group reflection on their leanings, articulating the insights and lessons acquired during the unit/class.
- Discussions should be supported with clear evidence through in-text referencing (e.g., books, academic journal articles, industry and government reports, charts, diagrams, websites, and newspaper articles), with all sources dated no later than 2019. Students are strongly discouraged from simply downloading country profile data from sources like the CIA Factbook, Wikipedia, or generic online sources. Discussions should be backed by at least 12 academic references.
- PPT presentations will take place in class during Weeks 11 and 12.
- Each group is allotted 10 minutes for their presentation, with a maximum of 10 slides, excluding the title slide.
- The marking criteria for this assessment can serve as a guide for the content of the slides.
- As this is a group effort, all group members must participate in the presentation. If a group member fails to participate without prior notice or is reported by the group for lack of contribution, that member will receive a zero for this task.
- Students should not click on 'Final submission' in Moodle unless both files (i.e. Word and PPT) have been uploaded for their group.
- Penalties apply for late submission (5% mark deduction per day, unless an approved extension has been granted).
Week 11 Monday (27 Jan 2025) 11:00 pm AEST
Penalties apply for late submission (5% mark deduction per day, unless an approved extension has been granted).
Assessments will be returned following certification of grades (March 7, 2025).
Students will be assessed based on -
- the ability to formulate marketing strategies and tactics that can be used in an international setting;
- the thorough, focused, and insightful analysis and group reflection;
- the ability to present researched topics with solid supporting data; communication and persuasion skills, and professionalism.
See Moodle for a detailed marking rubric for this assessment task.
- Demonstrate in-depth understanding of the major theories and contemporary practices of global marketing in the digital era.
- Critically analyse and evaluate the global marketing environments and the associated digital trends.
- Develop analytical and problem-solving skills related to market selection, entry and competitive strategies in global physical and digital markets.
- Formulate and synthesise global marketing mix strategies to respond to complex global marketing challenges and opportunities in the digital era.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
