MKT260 International Marketing (8)

International economic, cultural, political and legal environments will be studied as a prelude to planning marketing strategies for international markets. The subject will examine the role of marketing research, international finance, market entry and expansion strategies and the marketing mix in international marketing.


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

Continuing students should consult the SAL for current offering details: MKT260. 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



One session


School of Management and Marketing

Assumed Knowledge

Assumed knowledge in this subject is equivalent to that covered in MKT110.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to analyse elements of the international environment and their inter-relationship and demonstrate their relevance to international marketing strategies;
  • be able to identify and assess international marketing opportunities and threats;
  • be able to plan, implement and manage international marketing strategies;
  • be able to formulate effective strategies for international marketing, including market entry and marketing mix strategies; and
  • be able to apply cultural sensitivity to create marketing strategies aligned with global citizenship principles.


This subject will cover the following topics:
  • International marketing research
  • The international environment: Economic and financial; cultural; political and legal; technological and environmental; and competitive factors
  • International marketing planning
  • Market entry and expansion strategies
  • Product and service strategies
  • Distribution and supply logistics
  • Pricing strategies and foreign exchange
  • Promotional strategies
  • Contemporary issues and future trends

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT260 in Session 2 2020. 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
Value %
Critical analysis - international marketing issues
Case study on culture and international marketing
International marketing plan

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.