MRKT20057 - Global Marketing in the Digital Era

General Information

Unit Synopsis

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

Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2024

Term 2 - 2024 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2024 Profile
Online
Term 1 - 2025 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2025 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2025 Profile
Online

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. Written Assessment 40%
2. Presentation 60%

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 - 2024 : The overall satisfaction for students in the last offering of this course was 95.12% (`Agree` and `Strongly Agree` responses), based on a 49.4% 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: Student Feedback
Feedback
The workshop class allowed me to apply theoretical knowledge effectively, making it highly relevant and applicable to the assessment tasks.
Recommendation
Keep offering students with useful learning materials in relation to assessment tasks that cover the weekly materials.
Action Taken
Continued to align the workshop with the assessment tasks. This includes adding case studies and exercises that directly relate to the unit's theories and concepts.
Source: Unit Evaluation
Feedback
Unit Relevant to Degree
Recommendation
Include additional real-world case studies and learning materials in the weekly materials to offer students practical insights and connections to their field of study. This will help them demonstrate their competence and relevance to their degree.
Action Taken
Real-world case studies are regularly updated in the weekly materials, giving students practical insights and helping them understand how theoretical concepts apply to their degrees.
Source: Student Feedback
Feedback
Communication, teaching flexibility, extra support to students, and the friendliness of the teaching team were appreciated by students.
Recommendation
It is recommended that all these factors are maintained to engage students and enhance student retention.
Action Taken
Extra support initiatives, like one-on-one consultations and additional review sessions before assessments, are still being offered to ensure students have the resources they need to succeed.
Source: Student feedback
Feedback
I really appreciate and have experienced more theories and concepts based on the real-world business.
Recommendation
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.
Action Taken
In Progress
Source: Student feedback
Feedback
I'm satisfied with this overall module. Workshop activities are valuable and paid off with my assessments.
Recommendation
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.
Action Taken
In Progress
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 in the digital era.
  2. Critically analyse and evaluate the global marketing environments and the associated digital trends.
  3. Develop analytical and problem-solving skills related to market selection, entry and competitive strategies in global physical and digital markets.
  4. 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 • • • •
2 - Presentation • • • •
Alignment of Graduate Attributes to Learning Outcomes
• Professional Level
• Advanced 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
• Professional Level
• Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8