In the current global context, it is critical for businesses to achieve and sustain competitive advantage through maintaining effective and efficient global marketing operations. This unit (BHO7000) critically reviews strategies, processes and skills necessary for effective marketing management career and leadership in organisations operating internationally, including subsidiaries of multinationals based in Australia. Students will be exposed to contemporary international marketing literature, national/regional and global market information to build their analytical skills for marketing decision-making. Additionally, students will consider the cultural implications associated with extending promotion and product strategy in the international marketing environment.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Design and implement a cultural adaptive marketing program and demonstrate a cultural and cross-cultural understanding;  
  2. Critically review different predispositions consumers have towards foreign products, domestic products and products/services produced in particular countries;  
  3. Interpret and evaluate appropriate strategies for marketing products in international markets including the most appropriate communications strategy; and,  
  4. Predict the key factors involved when marketing products and services in a global market based on an understanding of recent developments in the discipline including digitalisation of marketing operations.  


Assessment type Description Grade
Case Study Scenario based case study 20%
Assignment Investigation of product failure in a global context 40%
Report Global Marketing Plan (Group) 40%

Required reading

International marketing: An Asia-Pacific perspective. 7th ed
Fletcher, R., & Crawford, H. (2016).
Melbourne, Vic. / Pearson Australia

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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