Courses & Units

International Marketing BMA785


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
global level.
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
international markets.


Unit name International Marketing
Unit code BMA785
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Rajesh Rajaguru
Delivered By University of Tasmania
Level Postgraduate


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus Off-Campus International International Domestic Domestic


International students
Domestic students

Key Dates

Study Period Start date Census date WW date End date
Semester 2 11/7/2022 9/8/2022 29/8/2022 16/10/2022

* 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).

About Census Dates

Learning Outcomes

  • 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

Fee Information

Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
080303 $1,828.00 $1,432.00 not applicable $2,702.00

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.

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.


AssessmentReport (45%)|Workshop (30%)|Presentation (individual or group) (25%)
TimetableView 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.

LinksBooktopia textbook finder

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