MKT550 Global Marketing (8)

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.

Availability

Session 2 (60)
On Campus
CSU Study Centre Melbourne
CSU Study Centre Sydney
Online
Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT550. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Management and Marketing

Enrolment Restrictions

Postgraduate students only

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that in MKT501 or MBA503 or MKT531 or MKT571.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to analyse the elements of the global marketplace;
  • be able to critically evaluate global marketing opportunities;
  • be able to interpret and assess the impact of marketplace variables on marketing practice in the global marketplace;
  • be able to select markets and justify market entry options; and
  • be able to effectively communicate recommendations of a global marketing strategy.

Syllabus

This subject will cover the following topics:
  • Introduction and rationale for global marketing
  • Avoiding the pitfalls of the international political and legal environment
  • Appreciating the dynamics of the international economic and financial environment
  • Catering for the social and cultural environment of global marketing
  • Technology and contemporary environmental variables
  • Researching for global market selection and entry
  • Global marketing planning and competitive strategy
  • Internationalisation, globalisation, relationships and networks
  • The global marketing mix

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT550 in Session 2 2019. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value %
1
Country/product opportunity brief
25
2
Market entry and stp strategy
35
3
International marketing mix strategies
40

The information contained in the CSU Handbook was accurate at the date of publication: June 2020. The University reserves the right to vary the information at any time without notice.

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