As global business continues to grow, understanding marketing in all cultures is
essential. Understanding diversity is critical due to cultural, economic, technological,
political and legal differences, which affect consumer choices and consequently the
marketing process. International marketing recognises that consumers across the
globe have diverse needs, preferences, and expectations. International marketing
considers the opportunities to market new and existing products and services that
meet consumer preferences and expectations at a global level. The focus of this unit is
on developing your knowledge of factors that affect consumer decision-making at a
In this unit, you will develop knowledge about the various marketing concepts, such
as the environment of international markets, international market selection and entry,
product, price, place, and promotion strategies for international markets. The unit will
allow you to identify various strategies that international marketers apply to gain a
competitive advantage in the complex global market. The unit will enable you to
develop knowledge and skills for adapting and implementing marketing strategies for
|Unit name||International Marketing|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Rajesh Rajaguru|
|Delivered By||University of Tasmania|
|Location||Study period||Attendance options||Available to|
|Hobart||Semester 2||On-Campus||Off-Campus||International International||Domestic Domestic|
- International students
- Domestic students
|Study Period||Start date||Census date||WW date||End date|
* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).
Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- Discuss and analyse international marketing theories and concepts.
- Apply knowledge of international marketing theories and concepts to identify and assess international marketing opportunities.
- Critically evaluate international marketing actions and strategies to gain competitive advantage
|Field of Education||Commencing Student Contribution 1,3||Grandfathered Student Contribution 1,3||Approved Pathway Course Student Contribution 2,3||Domestic Full Fee 4|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
|Assessment||Report (45%)|Workshop (30%)|Presentation (individual or group) (25%)|
|Timetable||View the lecture timetable | View the full unit timetable|
You will need the following text: Fletcher, R & Crawford, H 2014, International marketing: an Asia-Pacific perspective, 6th ed, Pearson Education Australia, Frenchs Forest, NSW.
Albaum, G & Duerr, E 2011, International marketing and export management, 7th edn, Prentice Hall, London.
Cateora, PR, Sullivan Mort, G, D’Souza, C, Taghian, M, Weerawardena, J & Graham, JL 2012, International marketing, 2nd edn, McGraw-Hill Australia, North Ryde, NSW.
Czinkota, M & Ronkainen, I 2013, International marketing, 10th edn, South Western Cengage, Mason, OH.
Czinkota, MR, Ronkainen, IA, Sutton-Brady, C & Beal, T 2011, International marketing: second AsiaPacific edition, Cengage Learning, South Melbourne, Vic.
Ghauri, P & Cateora, P 2006, International marketing, 2nd edn, McGraw-Hill, Berkshire, UK.
Keegan, WJ & Green, MA 2008, Global marketing, 5th edn, Pearson Education, London, UK.
Muhlbacher, H, Leihs, H & Dahringer, L 2006, International marketing: a global perspective, 3rd edn, Thomson, London, UK.
Onkvisit, S & Shaw, JJ 2009, International marketing: strategy and theory, Routledge, London.
|Links||Booktopia textbook finder|
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