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International Marketing (11182.2)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands:

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 1 Jan 2021)

Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


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Unit Outlines

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  • Semester 1, 2021, ON-CAMPUS, GBCA-MELB (202546) - View
  • Semester 1, 2021, FLEXIBLE, BRUCE (204032) - View
  • Semester 1, 2020, ON-CAMPUS, GBCA-MELB (198950) - View
  • Semester 1, 2020, ON-CAMPUS, BRUCE (198189) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (184593) - View

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This unit explores globalisation issues for businesses and organisation in a fast changing world economy. Marketing strategies of Australian SMEs as well as Multinational firms are examined using case studies from around the world. Topics include the analysis of multinational trade and Australian business involvement; international marketing strategies and decisions on segmentation, product policy and product planning, pricing, channels of distribution, and international advertising; issues in international marketing research; multi country data analysis and international marketing information systems. The preparation of an international marketing plan enables students to translate theory into practice.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Define, explain and illustrate the marketing principles that are commonly used in the field of international marketing;

2. Explain the challenges that organisations face in different cultural settings;

3. Identify suitable strategies that lead to sustainable competitive advantages globally;

4. Critically analyse the modifications to the marketing mix that are required to be made by businesses and organisations to operate successfully internationally; and

5. Identify and evaluate opportunities for entrepreneurial and indigenous ventures to operate internationally and develop a professional international marketing audit/ plan for this entity.

Assessment Items

Contact Hours

Three hours of interactive lectures, workshops and tutorials on-campus per week.


11176 Marketing Fundamentals.



Assumed Knowledge


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