This course will prepare students to market across borders. The course begins with an in-depth global environmental analysis and examines approaches to operating in an increasingly interconnected world. The course also addresses new challenges in managing global marketing, such as building global brands and communication strategies.
Specific topics include the rationale for international marketing; marketing issues related to international economic, financial political, legal, cultural and information technology environments; international marketing research; market selection and entry; product adaptation for international markets, promotion, pricing and distribution in international markets; channel selection and alliances; and strategic issues in international marketing.
A signature assessment task of this course is a Marketing Business Plan that students are required to develop for a local business looking to expand overseas.
Upon successful completion, students will have the knowledge and skills to:
- Classify strategies for entering export markets from extant knowledge and research;
- Apply core theoretical concepts in international marketing to find practical solutions to the constraints of small businesses;
- Differentiate the merits of varied solutions in the profession of marketing and business development;
- Synthesise feedback obtained from real-world critique and evidence gathered from different sources to address problems related to international marketing;
- Propose revised strategies and marketing communications to enter diverse international markets and leverage the firm’s competitive advantage on a global scale;
- Improve professional experience through an evidence-based approach to decision-making in the domain of international marketing;
- Reflect on the significance of international marketing in the future direction of global business developments; and
- Evaluate the combined influence of global firms and globalisation on both the national and international arenas.
Work Integrated Learning
ANU International Business Plan Competition
Established in 2011, the ANU International Business Plan (IBP) Competition has been a crucial component of the Research School of Management’s International Business Course. The competition is implemented as a form of work integrated learning that provides students with a unique and authentic learning experience over the entire semester. The competition is supported by the Australian National University, Canberra Business Chamber, the ACT Government and Canberra Innovation Network.
The principal objective of the IBP competition is to allow students to work as consultants for live Australian SMEs (regardless of their size, industry, and international experience). Each live client (7-10) will have 3 or 4 student teams competing to prepare the best international market expansion plan for them.
Students, working in groups of 3 or 4 members, will undertake market screening exercises and identify the best and newest foreign market for an SME to expand into. Students will then propose a suitable market entry strategy and a comprehensive set of international marketing mix elements for the firm.
At the end of the semester, students will make professional presentations to their designated clients and their peers at the end of the semester via a series of conference-style sessions.
This course was formerly known as the 7000-level course by a similar name (MKTG7035 Global Marketing). Students who have MKTG7035 in their Study Requirements are permitted to substitute with this course.
- Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6,7,8]
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Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
This course has no inherent requirements.
Requisite and Incompatibility
Information about the prescribed textbook (if any) will be made available via the Class Summary.
Additional information about indicative readings (if any) will be made available via the Class Summary.
A basic understanding and knowledge of marketing concepts.
Tuition fees are for the academic year indicated at the top of the page.
Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees.
- Student Contribution Band:
- Unit value:
- 6 units
If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.
Where there is a unit range displayed for this course, not all unit options below may be available.
Offerings, Dates and Class Summary Links
ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
|Class number||Class start date||Last day to enrol||Census date||Class end date||Mode Of Delivery||Class Summary|
|9090||22 Jul 2024||29 Jul 2024||31 Aug 2024||25 Oct 2024||In Person||N/A|