Faculty of Business and Economics

Postgraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield Summer semester A 2013 (Day)
Coordinator(s)Ms Maureen Griffiths


The program is designed to expose students to the thinking of some of the world's leading marketers. Students are expected to understand the critical factors associated with marketing in an international arena such as culture, marketing communication, branding, sponsorship, globalisation, research, e-marketing, customer services and retailing. In addition to the standard unit fees payable for this unit, students are required to pay for airfares, transfers and accommodation.


The learning goals associated with this unit are to:

  1. examine international marketing and the forces impacting marketing at an international level
  2. analyse basic theories and concepts relevant to international marketing and examine how these theories and concepts can provide insight into, and an understanding of marketing in an international context
  3. compare a number of senior marketing managers perspectives and marketing strategies
  4. critically analyse the impact of economic, geographic, demographic and social forces on international marketing.
  5. evaluate the importance of cross cultural issues on marketing and their impact on international marketing strategy.


Within semester assessment: 100%

Chief examiner(s)

Contact hours

Participation in a five day study block prior to the study tour.
Company visits and group seminars: 20 hours
Post program 1 day study block: 6 hours


30 points from graduate marketing units including MKX9160.