Overview
Businesses and organisations cannot thrive in the global marketplace without the knowledge and expertise of international marketing. This unit explores the processes involved in designing and implementing systematic marketing programs across national boundaries. You will develop a critical understanding of how marketing principles can be effectively applied to diverse international markets and adapted to dynamic marketing environments. Furthermore, the unit provides valuable insights into market evaluation, market entry, strategy formulation, and emerging trends in international marketing, including the growing demand for sustainable and environmentally responsible products and services.
Details
Pre-requisites or Co-requisites
Prerequisite: MRKT11029 Marketing Fundamentals or MRKT11028 Digital Marketing plus 24 credit points.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 3 - 2025
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback
Students found the workshop skill building exercises useful in developing their skills.
Continue to have these skill building exercises in the workshops.
Feedback from Student and Unit Teaching Evaluations (SUTE)
Students commended the lecturers for explaining the marketing concepts with real-life examples.
Continue to provide more practical examples while explaining marketing concepts.
- Evaluate major analytical frameworks in international marketing
- Examine the complexities of environmental factors affecting international marketing strategies
- Apply international marketing principles, models, and frameworks to real-world business challenges to develop effective marketing strategies for diverse global markets.
- Critically evaluate contemporary trends and emerging issues in international marketing theory and practice.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Presentation - 40% | ||||
| 2 - Written Assessment - 60% | ||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Communication | ||||
| 2 - Problem Solving | ||||
| 3 - Critical Thinking | ||||
| 4 - Information Literacy | ||||
| 5 - Team Work | ||||
| 6 - Information Technology Competence | ||||
| 7 - Cross Cultural Competence | ||||
| 8 - Ethical practice | ||||
| 9 - Social Innovation | ||||
| 10 - Aboriginal and Torres Strait Islander Cultures | ||||
Textbooks
Global Marketing Management
Edition: 9th (2023)
Authors: Masaaki Kotabe and Kristiaan Helsen
John Wiley & Sons, Inc.
ISBN: 9781119888765
International Marketing: An Asia-Pacific Perspective
Edition: 7th (2017)
Authors: Richard Fletcher and Heather Crawford
Pearson Australia
Melbourne Melbourne , Victoria , Australia
ISBN: 9781488611162
Binding: Paperback
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Powerpoint
- Microsoft Word
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
j.ban@cqu.edu.au
Module/Topic
The Rationale for International Marketing and Globalisation
Chapter
Chapter 1 & 11
Events and Submissions/Topic
Module/Topic
Avoiding the Pitfalls of the International Political and Legal Environment
Chapter
Chapters 2
Events and Submissions/Topic
Module/Topic
Appreciating the Dynamics of the International Economic and Financial Environment
Chapter
Chapter 3
Events and Submissions/Topic
Module/Topic
Catering for the Social and Cultural Environment of International Marketing
Chapter
Chapter 4
Events and Submissions/Topic
Module/Topic
Technology and Change in International Marketing: Contemporary Environmental Variables in International Marketing
Chapter
Chapters 5 & 6
Events and Submissions/Topic
Module/Topic
International Market Selection, Entry and Competitive Strategies
Chapter
Chapters 8 and 9
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Modifying Products for International Markets
Chapter
Chapter 13
Events and Submissions/Topic
Module/Topic
International Pricing for Profit
Chapter
Chapter 14
Events and Submissions/Topic
Module/Topic
Promotion in International Marketing
Chapter
Chapter 15
Events and Submissions/Topic
Module/Topic
Effective International Distribution
Chapter
Chapter 16
Events and Submissions/Topic
Module/Topic
Marketing Services Internationally
Chapter
Chapter 17
Events and Submissions/Topic
Module/Topic
International Marketing in the Decade Ahead
Chapter
Chapter 18
Events and Submissions/Topic
1 Presentation
Assessment Task 1 is designed to enhance independent learning and develop critical skills in analysing the environmental factors that influence a company's international marketing decisions.
The appropriate Artificial Intelligence (AI) scale level for this Assessment is AI PLANNING. You may use AI for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
For this assessment task, students will use a hypothetical Australian "Chocolate" company/brand. The company description is available on Moodle. You may assume that the company is already operating successfully in the domestic market and is now planning to expand internationally for future growth. As an international marketing expert, you are required to identify, explain, justify, and present how factors within the international marketing environment may influence the marketing of the company's product in ONE (1) of the following markets (Select one market from the list provided):
- UK
- Japan
- South Korea
- Indonesia
- Thailand
- Brazil
Students must select any two (2) factors of the international marketing environment (e.g., political, economic, social, cultural, technological, environmental, legal) for in-depth analysis. Based on their analysis, they are required to provide two (2) recommendations to guide the company’s international marketing decisions.
The presentation should be made within 7 minutes and consist of 7 PowerPoint slides (with embedded voiceover).
The slides should follow the subsequent structure:
• Slide 1: Student information and presentation title
• Slide 2: Background of the chosen country market
• Slide 3: The first factor(s) of the international marketing environment
• Slide 4: The second factor(s) of the international marketing environment
• Slide 5: Recommendations (two in total)
• Slide 6: Conclusion
• Slide 7: Reference list
Please pay attention to the following details on presentation and submission methods:
- Presentations must be recorded using PowerPoint's “Voice Over" function.
- The Moodle submission of the PowerPoint file will be due by 5:00 pm AEST on the Friday of Week 5.
- In the "Click to add notes" section of each slide, please provide the corresponding script or outline of what you intend to say.
- For guidance on adding and recording audio in PowerPoint, refer to: https://support.microsoft.com/en-au/office/add-or-delete-audio-in-your-powerpoint-presentation-c3b2a9fd-2547-41d9-9182-3dfaa58f1316
- Late submission will incur penalties as outlined in the CQU assessment policy.
- The detailed marking rubric is available on Moodle and should be reviewed carefully when preparing the assessment.
Week 5 Friday (12 Dec 2025) 5:00 pm AEST
Penalties for late submission are applied as per CQU policy.
Week 7 Friday (9 Jan 2026)
Results will be released after moderation is completed (The expected release time to students is 2 weeks after the submission, excluding public holidays and University holidays)
This task will be assessed based on -
- Identification (10 marks)
- Explanation (10 marks)
- Justification (10 marks)
- Presentation (10 marks)
Please refer to the detailed marking rubric available on Moodle for specific assessment criteria.
- Evaluate major analytical frameworks in international marketing
- Examine the complexities of environmental factors affecting international marketing strategies
- Apply international marketing principles, models, and frameworks to real-world business challenges to develop effective marketing strategies for diverse global markets.
- Critically evaluate contemporary trends and emerging issues in international marketing theory and practice.
2 Written Assessment
Assessment Task 2 builds on the foundation established in Assessment Task 1.
The appropriate Artificial Intelligence (AI) scale level for this Assessment is AI PLANNING. You may use AI for planning, idea development, and research. Your final submission should show how you have developed and refined these ideas.
For this assessment task, you are required to use the same hypothetical Australian chocolate company and the same country market you selected in Assessment Task 1. The company description is available on Moodle.
The task is to define the market characteristics of the chosen country and design appropriate International Marketing Mix Strategies (4Ps) to support the company’s international marketing decisions.
Notes for your assessment task:
- Format: Microsoft Word document.
- Word length: maximum 2,000 words (excluding the title page, executive summary, table of contents, reference list, and appendices)
- Sources: Minimum of 10 academic references (recent and relevant journal articles and books)
- Referencing: APA (7th edition) style must be used consistently
- Please ensure that your task includes relevant concepts, theories, tools, and models covered throughout this unit.
- Turnitin similarity index must not exceed 25%
- Penalties apply for exceeding the word limit (1% deduction of the total available marks for every 100 words over the 2,000-word limit).
- Penalties for late submission will be applied as per the CQU assessment policy.
- The use of non-reliable sources, including Wikipedia, Social Media (e.g., Instagram, Facebook, LinkedIn, etc.), NetMBA, MarketingTeacher, tutor2u, Assessment Hire, and other similar third-party sites, will be assessed negatively.
- The report must integrate theoretical justification with practical application to demonstrate critical thinking and depth of understanding.
The report must be prepared in a report format, including the following sections:
- Title page
- Executive summary
- Table of contents
- Introduction
- Market characteristics
- International marketing mix strategies (i.e., product, price, promotion, and place)
- Conclusion
- References
- Appendices (if applicable).
Week 12 Friday (13 Feb 2026) 5:00 pm AEST
Penalties apply for late submission (5% mark will be deducted from the total marks per day unless an approved extension has been granted).
Assessments will be returned following certification of grades (6 March 2026)
This task will be assessed based on -
- Executive summary and introduction (10 marks)
- Market characteristics (10 marks)
- Marketing mix strategies (35 marks)
- Report format and writing style (5 marks)
See Moodle for a detailed marking rubric for this assessment task.
Please refer to the detailed marking rubric available on Moodle for the specific assessment criteria.
- Evaluate major analytical frameworks in international marketing
- Examine the complexities of environmental factors affecting international marketing strategies
- Apply international marketing principles, models, and frameworks to real-world business challenges to develop effective marketing strategies for diverse global markets.
- Critically evaluate contemporary trends and emerging issues in international marketing theory and practice.
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
