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
There are no requisites for this unit.
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 - 2025
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 Non-award 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.
- 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 - Self Management | ||||
| 2 - Communication | ||||
| 3 - Information Literacy | ||||
| 4 - Information Technology Competence | ||||
| 5 - Problem Solving | ||||
| 6 - Critical Thinking | ||||
| 7 - Cross-Cultural Competence | ||||
| 8 - Ethical Practice | ||||
| 9 - Aboriginal and Torres Strait Islander Cultures | ||||
| 10 - First Nations Knowledges | ||||
Textbooks
Global Marketing
- 11th edition-Global edition (2025)
- Authors: Mark C. Green & Warren J. Keegan
- Pearson Education, Limited
- ISBN: ISBN-13: 9781292750606
The textbook prescribed is the latest edition (11th ed, Global edition, 2025). If it's not available, the students can also use the previous edition (10th, Global edition, 2020).
The textbook prescribed is the latest edition (11th ed, Global edition, 2025). If it's not available, the students can also use the previous edition (10th, Global edition, 2020).
Global Marketing
- 9th edition (2020)
- Authors: Svend Hollensen & Ana Bogdanovic
- Pearson
- ISBN: ISBN-13: 9781292479880
The textbook prescribed is the latest edition (9th ed, 2025). If it's not available, the students can also use the previous edition (8th ed, 2020).
The textbook prescribed is the latest edition (9th ed, 2025). If it's not available, the students can also use the previous edition (8th ed, 2020).