MRKT20057 - Global Marketing

General Information

Unit Synopsis

With globalisation, businesses are realising that there is a need to expand their target markets overseas for survival, growth and profitability. This unit builds on a series of critical marketing concepts, where you will learn how to analyse global environmental forces 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 international marketing theories, practices, and strategies.


Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2019

Term 2 - 2019 Profile
Term 3 - 2019 Profile

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).

Assessment Overview

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.

Assessment Tasks

Assessment Task Weighting
1. Online Test 20%
2. Presentation 30%
3. Written Assessment 50%

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

Past Exams

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Previous Feedback

Term 1 - 2018 : The overall satisfaction for students in the last offering of this course was 4.5 (on a 5 point Likert scale), based on a 38.85% response rate.

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.

Source: Moodle and personal reflection
Students would like more information provided on ppt slides
PPT slides will be more detailed. Many students do not buy textbooks.
Action Taken
Students are encouraged to engage with the learning materials though attendance at lectures and tutorials. In addition alignment of the assessment tasks with slides and textbook has been improved.
Source: Moodle
Students were happy with the high quality contents of the unit and lecturers' delivery of materials. A case study was chosen for the assessments where students had to apply theoretical concepts learnt throughout the unit into practice. One student would like more feedback on their assessments.
The Unit Co-ordinator will continue to provide case studies with real life applications for assessments. Better feedback is to be provided to students on the assessments.
Action Taken
A case study is used for the assessments. In addition a number of case studies are used during tutorials.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Demonstrate in-depth understanding of the major theories and contemporary practices of global marketing
  2. Critically analyse and evaluate the global marketing environments
  3. Develop analytical and problem solving skills related to market selection, entry and competitive strategies in global markets
  4. Formulate and synthesise global marketing mix strategies to respond to complex global marketing challenges and opportunities.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Online Test
2 - Presentation
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Advanced Level
Professional Level
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
Alignment of Assessment Tasks to Graduate Attributes
Advanced Level
Professional Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Online Test
2 - Presentation
3 - Written Assessment