Faculty of Business and Economics

print version

This unit entry is for students who completed this unit in 2016 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.

Monash University

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Dr Erica Brady



  • Summer semester A 2016 (Day)
  • Trimester 2 2016 (Day)


This unit is designed to expose students to the thinking of some of the world's leading marketers. Building on previous knowledge gained in earlier marketing units students will analyse the critical factors associated with marketing in a global arena. Students gain a practical understanding of these issues in a global context through the visitation program which forms an integral part of this unit.


The learning goals associated with this unit are to:

  1. appraise global marketing and the forces impacting marketing at a global level
  2. evaluate basic theories and concepts relevant to global marketing and analyse how these theories and concepts can provide insight into and an understanding of marketing in a global context
  3. compare and analyse a number of senior marketing manager's perspectives and marketing strategies
  4. evaluate the importance of cross cultural issues on marketing and their impact on global marketing strategy
  5. develop excellent oral and written communication skills to be able to interact in a professional environment with senior managers.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Mr David Toleman (Summer Semester A)


30 points from graduate marketing units including MKX9160.