Global Marketing Management

Unit code: BHO7000 | Study level: Postgraduate
(Generally, 1 credit = 10 hours of classes and independent study.)
City Campus
VU Brisbane
VU Sydney


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 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.

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.


For Melbourne campuses

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

Required reading

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

As part of a course

This unit is studied as part of the following course(s):

Search for units, majors & minors