Faculty of Business and Economics

Postgraduate - Unit

This unit entry is for students who completed this unit in 2014 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

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
Monash Passport categoryInternational Short Field Experience (Explore Program)
OfferedCaulfield Trimester 2 2014 (Day)
Coordinator(s)Dr Jimmy Wong


The program is designed to further develop students understanding of marketing in China by exposing them to the best practice cases of some of the leading marketers in China. From the program, students will be better equipped to understand and apply in a business context, 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 subject fees payable for this unit, students are required to pay for airfares, transfer and accommodation.


The learning goals associated with this unit are to:

  1. analyse the players and forces impacting marketing at an international level in the context of China
  2. develop a deeper understanding of the theories and concepts relevant to international marketing and examine how these theories and concepts provide insight into, and a greater understanding of, marketing in the context of China
  3. compare, contrast and evaluate a number of senior marketing managers perspectives and marketing strategies
  4. utilising the knowledge gained in MKX9160 (or equivalent), critically analyse the factors necessary for successful international marketing in China
  5. using appropriate theoretical models, critically evaluate the importance of cross cultural issues on marketing and their impact on international marketing strategy in China.


Within semester assessment: 100%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester


Permission is required before students can undertake this unit.