Year
2021
Units
4.5
Contact
1 x 3-hour workshop weekly
Prerequisites
% = any matching topic, eg BIOL1% includes BIOL1101, BIOL1102 etc
1 BUSN1022 - Marketing Principles
1a BUSN2025 - Marketing Principles
1b 36 unit(s) of BUSN%
Must Satisfy: ((1 or 1a or 1b))
Enrolment not permitted
BUSN3014 has been successfully completed
Topic description

Students will be introduced to international marketing research, product development, pricing, distribution, exporting and promotion. The topic will examine problems of global strategic marketing, strategic formulation in multinational marketing, managing network connections in international business and the internationalisation of service firms. The myth of globalisation, the role of bribery, gift and donations on negotiating, the impact of international law and international marketers, the role of international marketing in society and the firm, the impact of the internet and international market and the environment of international marketing are critically investigated. Bottom of the Pyramid Marketing will be analysed as a new paradigm shift in marketing to developing countries, in a way that jointly reduces poverty and adds profitability to a firm. Sustainable issues in international marketing are discussed as a path to corporate social inclusion.

Educational aims

This topic aims to provide students with an introduction to the concepts and tools used in international marketing. International marketing is a subject that touches several small to medium to multinational companies, and can be defined as how various parties satisfy their needs through exchange. The thrust of international marketing is to manage this exchange process at an international level. The effect of internet/ e-commerce on international marketing will be evaluated.

This topic will introduce students to a strategic approach to the international marketing mix. It will ultimately lead to an appreciation of the complexities of developing an international marketing strategic plan.

Its aim is to investigate:

  • The role of international marketing in society and the organisation
  • The environment of international marketing
  • Foreign consumers and foreign markets
  • Product strategies for world markets
  • International distribution strategies
  • International dimensions of pricing strategies
  • International dimensions of promotion strategies
  • The opportunities of marketing to the bottom of the pyramid
  • The service organisation in international markets
  • Managing international distribution channels
  • The internet and international marketing
Expected learning outcomes
On completion of this topic you will be expected to be able to:

  1. Explain the concepts and tools used in international marketing and the difference between domestic and international marketing
  2. Demonstrate skills of analysing economic, political, legal and cultural aspects of global trading environment
  3. Design an international marketing research process
  4. Demonstrate skills in researching international markets
  5. Develop an international marketing plan
  6. Analyse case studies of international marketing

Key dates and timetable

(1), (2)

Each class is numbered in brackets.
Where more than one class is offered, students normally attend only one.

Classes are held weekly unless otherwise indicated.

FULL

If you are enrolled for this topic, but all classes for one of the activities (eg tutorials) are full,
contact your College Office for assistance. Full classes frequently occur near the start of semester.

Students may still enrol in topics with full classes as more places will be made available as needed.

If this padlock appears next to an activity name (eg Lecture), then class registration is closed for this activity.

Class registration normally closes at the end of week 2 of each semester.

Classes in a stream are grouped so that the same students attend all classes in that stream.
Registration in the stream will result in registration in all classes.
  Unless otherwise advised, classes are not held during semester breaks or on public holidays.