MRKT20057 - Global Marketing in the Digital Era

General Information

Unit Synopsis

With increasing digitisation in the globalised world, businesses are realising that there is a need to apply the digital technologies in expanding their target markets overseas for survival, growth and profitability. This unit builds on a series of critical global marketing concepts, where you will be able to learn how to analyse and evaluate the global marketing environmental forces and the associated digital trends, and how to strategically develop and manage contemporary entry, competitive and international marketing mix strategies. On completion of this unit, you will have an advanced and integrated understanding of global marketing theories, practices, and strategies applicable in this digital era. This unit enables students to focus on an industry or organisation of their choice from a list of options for all assessments.

Details

Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052

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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2025

Term 2 - 2025 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2025 Profile
Online
Term 1 - 2026 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2026 Profile
Brisbane
Melbourne
Online
Sydney
Term 3 - 2026 Profile
Online

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).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate 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.

Assessment Tasks

Assessment Task Weighting
1. Written Assessment 40%
2. Presentation 60%

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

Past Exams

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Previous Feedback

Term 1 - 2025 : The overall satisfaction for students in the last offering of this course was 100.00% (`Agree` and `Strongly Agree` responses), based on a 19.35% response rate.

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.

Source: Student feedback
Feedback
I really appreciate and have experienced more theories and concepts based on the real-world business.
Recommendation
Incorporate a wider variety of real-world business case studies across different sectors. This will help students see the practical application of theories in diverse contexts and enhance their understanding of the material.
Action Taken
A broader range of real-world business case studies from diverse industries, including technology, retail, and sustainable business, has been integrated into the weekly learning materials and workshop discussions. These examples are selected to illustrate how key theories and concepts apply across various sectors, helping students develop a deeper and more practical understanding of the unit content.
Source: Student feedback
Feedback
I'm satisfied with this overall module. Workshop activities are valuable and paid off with my assessments.
Recommendation
Continue to develop and refine workshop activities to ensure they remain interactive and closely aligned with assessment tasks. This will help maintain their value and effectiveness in reinforcing learning.
Action Taken
Workshop activities have been continually reviewed and enhanced to ensure they remain interactive, relevant, and closely aligned with the assessment tasks. Activities now incorporate more hands-on exercises and guided discussions that directly support students’ preparation for assessments and reinforce key learning outcomes.
Source: Student feedback
Feedback
Student feedback highlighted the lecturer’s clear explanations of content and consistent interaction with every student, which fostered engagement and improved understanding.
Recommendation
It is recommended that this practice of combining clear content delivery with inclusive student interaction be maintained and further encouraged across teaching teams.
Action Taken
In Progress
Source: Student feedback
Feedback
Students enjoyed participating in and appreciated the value of group assessment.
Recommendation
The unit coordinator will continue to provide quality group assessments to future students of this unit, and will also encourage all participating students to interact and learn from each other through their group work.
Action Taken
In Progress
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Demonstrate in-depth understanding of the major theories and contemporary practices of global marketing in the digital era.
  2. Critically analyse and evaluate the global marketing environments and the associated digital trends.
  3. Develop analytical and problem-solving skills related to market selection, entry and competitive strategies in global physical and digital markets.
  4. Formulate and synthesise global marketing mix strategies to respond to complex global marketing challenges and opportunities in the digital era.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Written Assessment • • • •
2 - Presentation • • • •
Alignment of Graduate Attributes to Learning Outcomes
• Professional Level
• Advanced Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge • • • •
2 - Communication • • • •
3 - Cognitive, technical and creative skills • • • •
4 - Research • • • •
5 - Self-management • • • •
6 - Ethical and Professional Responsibility • • • •
Alignment of Assessment Tasks to Graduate Attributes
• Professional Level
• Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8