Global Marketing Communication and Branding PG (11639.1)

Please note these are the 2026 details for this unit
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Global Marketing Communication and Branding PG
Available teaching periods Delivery mode Location
View teaching periods Online real-time
On-campus
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
School Of Arts And Communications Post Graduate Level Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
This unit examines global branding concepts, analytical methods and decision tools necessary for understanding the dynamic nature of international marketing communications. Recognising that global consumers have diverse needs, preferences, and expectations, the unit provides understanding of the strategies required to meet these challenges and exploit opportunities. Internationalisation issues will be analysed via case studies from around the world. The unit also explores diverse concepts, theories, and managerial tools available, and their application in the context of political, economic, legal, ethical, technological and socio-cultural environments. This unit develops the necessary skills to design and implement global brand strategies for effective cross-and intra-cultural interactions in real world situations.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Interpret and apply advanced knowledge of communications practice, exhibiting critical analysis of trans-cultural marketing communication and branding issues in the process;

2. Demonstrate autonomy, accountability and expert critical judgment in managing international level brands through the synthesis of theory and practice;
3. Strategically analyse research principles, multi-country data, and segmentation methods to capitalise on market opportunities; and
4. Apply oral and written skills developed from the synthesis of information knowledge and cultural literacy to the international branding context.


Graduate attributes

1. UC graduates are professional - communicate effectively
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings


Prerequisites

Must have passed 24 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

9113 International and Sectoral Marketing Communication PG

Assumed knowledge

None.
Availability for enrolment in 2026 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2025 Bruce, Canberra Semester 1 03 February 2025 Online real-time Mr Shaun Cheah
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Mr Shaun Cheah
2026 Bruce, Canberra Semester 1 16 February 2026 On-campus Mr Shaun Cheah
2026 Bruce, Canberra Semester 1 16 February 2026 Online real-time Mr Shaun Cheah
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Periodicals
1.  Marketing Magazine Asia https://marketingmagazine.com.my/
2.  Campaign Asia https://www.campaignasia.com/
3.  AdWeek  www.adweek.com
4.  Advertising Age - UC Library via http://www.canberra.edu.au/library/research-gateway/ejournals
5.  WARC  http://www.warc.com.ezproxy2.canberra.edu.au/Default.asp?ID=1
6.  BusinessWeek - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals
7.  Campaign (London) UC Library Individual Holdings, or via  http://www.canberra.edu.au/library/research-gateway/e-journals
8.  Harvard Business Review – UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
9.  The Journal of Marketing - UC Library via http://www.canberra.edu.au/library/researchgateway/e-journals
10. The Journal of Advertising - UC Library via  http://www.canberra.edu.au/library/researchgateway/e-journals
11. The Journal of Advertising Research - UC Library via http://www.canberra.edu.au/library/research-gateway/e-journals


Advertising – Marketing Communication Industry Association websites:
1.  Australian Association of National Advertisers (AANA) http://www.aana.com.au/
2.  Media Federation of Australia http://mediafederation.org.au/
3.  International Advertising Association (IAA) http://www.iaaglobal.org/
4.  American Advertising Federation (AAF) http://www.aaf.org/
5.  American Association of Advertising Agencies (4As) http://www2.aaaa.org/Portal/Pages/default.aspx
6.  World Federation of Advertisers (WFA) http://www.wfanet.org/

Submission of assessment items

Extensions & Late submissions

Artificial intelligence

Students are not permitted to use generative artificial intelligence (GenAI) in assessments for this unit.

GenAI may only be used in authorised ways when completing assessments at UC. This means that GenAI can only be used for an assessment when:

  1. the Unit Convener has authorised GenAI use for that assessment
  2. the student uses GenAI in the way that the assessment instructions allow
  3. the student fully acknowledges their use of GenAI, with proper citations, references and a GenAI Acknowledgement Statement in line with the assessment instructions.

Where the assessment instructions do not specifically state that GenAI may be used and how, then its use is not permitted for that assessment. Students must still provide the required GenAI Acknowledgement Statement to indicate whether GenAI has or has not been used in the preparation of the assessment. If unsure, students should seek advice from the Unit Convener.

The GenAI for StudentsLinks to an external site. Library Guide provides further information, including how to reference GenAI.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

Participation contributes to an understanding of the material, therefore active participation is highly recommended.  Students who consistently miss contributing will be at a disadvantage in terms of information, learning, assessment and feedback and may find it hard to pass the course

Required IT skills

None

Work placement, internships or practicums

None

Next step

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