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The aim of this unit is to provide students with a thorough understanding of the multiplicity of issues that impact on the development of international marketing strategies and plans and their operational implementation. The unit is highly applied and provides students with the following opportunities: to analyse global international firms, their marketing strategies and various international marketing issues in a variety of geographic and industry contexts; to evaluate methodologies and new practices for handling problems and issues typical of global and international markets and competition; to develop an operationally sound international marketing plan.
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of marketing internationally is vital in today's global marketplace where different challenges and value systems exist.
The aim of this unit is to develop an understanding of the challenges and opportunities presented by the diversity of international markets and of the marketing strategies that firms can employ to meet these challenges and exploit these opportunities.
Undergraduate Coursework AoLs
The QUT Business School has established the Assurance of Learning (AoL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools.Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Unit Learning Outcomes
Upon completion of this unit, you should be able to:
1. Discuss and apply knowledge of international marketing concepts and principles in analysing international marketing issues
2. Discuss the range of international marketing strategies with which to compete in different country markets
3. Critically evaluate international marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues
4. Analyse and evaluate the impact and opportunities of technology on internationalising business and make recommendations with reference to specific international marketing contexts
The specific unit learning outcome that apply to this unit are shown in the assessment section of this unit outline.
This unit covers issues relevant to the challenges of international marketing. International marketing decisions are made within a context that is influenced by political, economic and social and legal environments that are covered in this unit. This unit also examines the use of strategic planning, analysis of markets and the implementation of market plans in an international context.
Other topics relevant to international marketing that are covered here include products, branding, international services marketing, export and global pricing strategies, as well as international channels of distribution and promotional strategies.
This unit will be delivered in the format of a lecture and a tutorial. Teaching and learning activities make use of real world, authentic, problem-solving and decision making case studies, scenarios and real world domestic and international examples. The unit will also include an authentic assignment developing a case study. Lecture outlines will be available on the Blackboard site in advance. Tutorial exercises include real world cases that require analysis, problem solving and decision making in relation to international marketing issues. These interactive teaching and learning strategies will enable students to gain the generic skills of leadership, written and verbal communication, and critical analysis. Supporting resources will be available on the Blackboard.
This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Fletcher, R. & Crawford, H. (2017), International Marketing: An Asia-Pacific perspective, 6th edition, Pearson Education Australia
Fletcher, R. & Crawford, H. (2011), International Marketing: An Asia-Pacific perspective, 5th edition, Pearson Education Australia
Fletcher, R. & Brown, L. (2008) International Marketing: An Asia-Pacific perspective, 4th edition, Pearson Education Australia
Czinkota, M.R. & Ronkainen, I.A. (2007), International Marketing, 8th ed. Thomson South Western Press, Ohio
Cateora, P.R & Graham, J.L. (2005), International Marketing, 12th ed. Irwin McGrawhill, Boston.
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
You can apply to study this unit for personal or professional development
Apply now for single-unit study
You can apply to study this unit for credit towards a course at another university
Apply now for cross-institutional study