This subject introduces students to global marketing which extends organisations' marketing activities outside their home country market. Global marketing may impact an organisation in numerous aspects of their buying and selling processes. In an increasingly global environment, marketers need to respond to both global and local marketing opportunities and challenges to achieve growth objectives. Key decisions for marketers include standardisation or adaptation in new markets, choice of concentrated markets or a wider geographical spread, market entry strategies and use of partnerships and strategic alliances. Critical knowledge and skills for global marketers include learning how to analyse and select appropriate new international markets, making decisions on adaptation or standardisation of marketing strategies and communicating these to achieve synergy through collaborative networks and partnerships.
School of Management and Marketing
Postgraduate students only
Assumed knowledge for this subject is equivalent to that in MKT501 or MBA503 or MKT531 or MKT571.
The information contained in the CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.