MKF5260 - International marketing - 2019

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

Chief examiner(s)

Dr Yongfu He


Dr Yongfu He

Unit guides



  • Second semester 2019 (Evening)


Competition in the global arena is increasingly dynamic. It is critical for businesses to achieve and sustain competitive advantage through maintaining effective and efficient global marketing operations. This unit aims to assist students in acquiring a deeper understanding of market opportunities and techniques to identify, develop, monitor and manage global marketing strategies in the international marketing environment. Students will be exposed to contemporary international marketing literature and internet based national/regional and global market information to build their analytical skills for marketing decision making.


The learning goals associated with this unit are to:

  1. develop an understanding of the strategies, operations, and performance of leading local and global companies
  2. examine the key trends driving the nature and direction of change in the local and global markets
  3. apply marketing concepts and models in formulating global marketing plans
  4. develop and evaluate cohesive marketing strategies for organisations involved in global marketing.


Within semester assessment: 50% + Examination: 50%

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