International Marketing

Unit code: BHO3373 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
Online Real Time
VU Sydney
Prerequisites
BHO1171 - Introduction to Marketing; or
BHO1000 - Marketing Theory and Practice
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

This unit introduces students to the specialist theory and practice of marketing across international borders. Marketing in an international environment is increasingly important for many businesses. While the core principles of marketing apply, this subject will provide students with knowledge, understanding and techniques related to undertaking marketing in an international environment and marketing to global markets.

Learning Outcomes

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

  1. Analyse the effects of the international business environment on product, promotion, distribution and pricing strategies;
  2. Present the importance of cultural adaptation in marketing programmes and corroborate a cultural and cross-cultural understanding;
  3. Critically review different predispositions consumers have towards foreign products, domestic products and products produced in particular countries;
  4. Cross-examine and elucidate appropriate strategies for marketing products in international markets including the most appropriate entry strategy; and
  5. Collaboratively, predict the key factors involved when marketing products and services in a global market.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 20%
In-class MC/TF Test
Assessment type: Presentation
|
Grade: 20%
Group Presentation
Assessment type: Report
|
Grade: 20%
Group Report
Assessment type: Test
|
Grade: 40%
Short Answer Response

Other locations

For students studying at Central University of Finance and Economics, Henan University, Liaoning University
Assessment type: Test
|
Grade: 30%
In-class Test
Assessment type: Presentation
|
Grade: 20%
Individual Presentation
Assessment type: Project
|
Grade: 50%
Final Group Report

Required reading

Global Marketing - Global Edition
Keegan W. J. & Green M. C. (2020).| Harlow, UK: Pearson Education Limited.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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