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.

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.