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Research School of Management · ANU College of Business and Economics
This course will prepare students to market across borders. The course begins with an in-depth global environmental analysis and examines approaches to operating in an increasingly interconnected world. The course also addresses new challenges in managing global marketing, such as building global brands and communication strategies. Specific topics include the rationale for international marketing; marketing issues related to international economic, financial political, legal, cultural and information technology environments; international marketing research; market selection and entry; product adaptation for international markets, promotion, pricing and distribution in international markets; channel selection and alliances; and strategic issues in international marketing. A signature assessment task of this course is a Marketing Business Plan that students are required to develop for a local business looking to expand overseas.
Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6, 7
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work. Where this course is offered in intensive delivery mode as a continuous block over a shorter period of time, the expected total time commitment for this course will be 130 hours. Work Integrated Learning Projects Students will be engaged in projects designed with and for organisational partners.
Information about the prescribed textbook (if any) will be made available via the Class Summary.