Marketing Globally

Griffith University

Course Description

  • Course Name

    Marketing Globally

  • Host University

    Griffith University

  • Location

    Gold Coast, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    Prerequisite: 2004MKT/2084MKT (Consumer Psychology)

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Course Description
    This course provides an overview of the complexities facing marketers in an ever increasing global marketplace. The course examines the commonalities and differences in how firms undertake marketing strategy and functions on a global scale: the merits of standardisation vs. adaption. Course elements include: the criteria that should be used to decide on and evaluate global markets; the mode of global market entry and the elements of a global marketing plan. This course has a prerequisite requirement which means you must successfully complete the listed course or requirement/s before enrolling in this course. If you have enrolled in the course without meeting this requirement you must withdraw immediately or contact the program director if you believe you have extenuating circumstances. It is our experience that students who have not completed the prerequisite course struggle to complete the course and often fail as a result. It is also your responsibility to have any transfer credit appearing on your academic transcript before enrolling
    Course Introduction
    This course will require students to attend one 2 hour seminar and a 1 hour tutorial workshop per week. Attendance is expected in order to achieve the learning outcomes of this course. In addition, it is anticipated that students will spend a further 7 hours per week engaging in self-directed learning which will include readings, assigned exercises and assignments.
    Lectures will provide students with the necessary information in order to effectively problem-solve and critically analyse important issues within the domain of international marketing. The weekly assigned work in the seminar and tutorial workshop will allow the student to practice effective communication, develop problem-solving skills and be creative and innovative in their approach to international market entry considerations.
    Contact Summary
    Although attendance at tutorials is not mandatory, it is highly recommended that students attend all lectures and tutorials in order to pass this course. However, a mandatory requirement of this course is that all items of assessment must be attempted and submitted.
    Course Aims
    This course aims to provide students with an understanding of contemporary international strategic marketing activities. This course examines recent issues in international business, trade and investment so as to provide students with an in-depth understanding of organisational and managerial competencies necessary to solve international marketing problems within difficult environments. The course provides an opportunity for students to appreciate and manage the nexus between theory and practice in relation to a range of international market entry and strategic and operational issues. The teaching material is encapsulated in a framework of sustainability practices and consumer social responsibility. Finally, this course assists in the further development of the generic skills of the Griffith graduate in areas concerning oral and written communication, problem-solving, critical evaluation, team-building and innovation.
    Learning Outcomes
    After successfully completing this course you should be able to:
    1 Demonstrate a high level understanding of the factors influencing regional and global market entry strategies and how marketers can respond appropriately within increasingly competitive environments.
    2 Critically evaluate current literature in international marketing and learn to analyse complex scenarios and issues.
    3 Develop problem solving and skills related to market entry strategies in international markets.
    4 Develop advanced communication skills through the learning process offered in lectures, discussions and case study presentations.
    5 Understand at a practical level the importance of organisational sustainability and consumer social responsibility practices.
    Assessment Summary
    Presentation - technical or professional
    Case Study Presentation & Workshop
    30 Mar 15 - 26 May 15
    During tutorials weeks 5-12
    40%/401, 2, 3, 4, 5
    Assignment - Written Assignment
    Individual Reflection
    13 Apr 15 - 2 Jun 15
    Weeks 6-13 Online submission via Turnitin
    Exam - selected response
    Mid-semester Exam
    14 Apr 15
    In Class Week 7
    20%/701, 2, 3
    Exam - constructed response
    Final Exam
    Examination Period30%/301, 2, 3, 4, 5

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.