Subject details

At the completion of this subject students will be able to:

  1. assess international marketing environments and cross-cultural consumer behaviour
  2. identify relevant opportunities and challenges in various international markets
  3. formulate strategic solutions to address pertinent global marketing issues
  4. apply relevant theories and frameworks associated with international marketing
    • Introduction to Global Marketing
    • Global Economic and Trade Environment
    • Social and Cultural Environment
    • Political, Legal, and Regulatory Environment
    • Competitive Environment –Country competitiveness and Industry Competitiveness
    • Entry Modes
    • Understanding consumer behaviour in global market
    • Product and branding decisions in global markets
    • Pricing decisions in global markets
    • Global channels & distribution decisions
    • Global communications
    • Digitization and International Marketing. Exam Revision
  • Study resources

    • Instructional methods

      • Standard Media
      • Online Quizzes/Tests
      • Web links
      • Podcasting/Lecture capture
      • Chat Rooms
      • Discussion forum/Discussion Board
      • Embedded Multimedia
      • Audio/Video conferencing
    • Online materials

      • Audio-Video streaming
      • Printable format materials
      • Online Assessment
      • Online Assessment

In order to enrol in this subject, you must be accepted into one of the following degrees:

  • CUR-MMK-MAS-2019
  • CUR-MMK-GDI-2019
  • CUR-MMK-GCE-2019

Special requirements

No special requirements

This subject is designed to develop students’ understandings of the marketing challenges and opportunities encountered in global markets. Through industry-focused case analysis and conceptual underpinnings students will develop
cross-cultural business skills relevant to the global marketing environment, including entry strategies, social and cultural understandings, strategic international competitiveness, and consumer behaviour in global markets. Students will work actively and collaboratively to execute strategic thinking and decision making in achieving a sustainable presence in global markets.

Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

Find out more about the Academic Integrity module.

  • Market Entry Assessment (35%)
  • Case Analysis and Discussion Leadership (25%)
  • Invigilated Exam (40%)

Click on the titles of the listed books below to find out more:

Textbook information is pending.

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