Credit points


Campus offering

No unit offerings are currently available for this unit


MKTG600 Managerial Marketing

Teaching organisation

3 hours per week for twelve weeks or equivalent.

Unit rationale, description and aim

International Marketing is examined as it relates primarily to Australia and its relationship with its principal trading partners with specific emphasis on the nations of the Asia-Pacific region. Both manufactured and service products are considered and the objectives and strategies of both private and public sector organisations are investigated. The nexus between the international cultural environment, international marketing management theory and practice is explored.

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

On successful completion of this unit, students should be able to:

LO1 - Investigate and analyse the international marketing environment (GA3, GA4, GA8) 

LO2 - Identify international marketing opportunities and evaluate alternative market entry strategies (GA3, GA4, GA6, GA8)

LO3 - Examine the economic, social, cultural, legal and political issues in the international marketplace influencing marketing decisions (GA3, GA4, GA6, GA8)  

LO4 - Propose viable and ethical product-line, distribution, pricing and promotion strategies for diverse international markets (GA3, GA4, GA5, GA6, GA7, GA8) 

LO5 - Formulate strategic marketing plans for international operations (GA3, GA4, GA5, GA6, GA7, GA8)  

Graduate attributes

GA3 - apply ethical perspectives in informed decision making

GA4 - think critically and reflectively 

GA5 - demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession 

GA6 - solve problems in a variety of settings taking local and international perspectives into account

GA7 - work both autonomously and collaboratively 

GA8 - locate, organise, analyse, synthesise and evaluate information 


Topics covered: 


  • The rationale for international marketing 
  • Economic and financial environments 
  • Political and legal environments 
  • Cultural environments 
  • Competition in international markets 
  • Understanding international consumers 
  • International market analysis 
  • International segmentation and positioning 
  • Market selection and entry strategies 
  • International marketing mix strategies 
  • International market strategy 
  • The evolving global marketplace – contemporary challenges 


Learning and teaching strategy and rationale

Mode of delivery: Attendance (12 week) or Intensive (weekend or week-long) or Online (12 week), consisting of lectures, seminars, face-to-face workshops, online workshops and pre-recorded seminars.

Students will require 150 hours of study for this unit, including class attendance, online activities, readings and assignment preparation.


This unit takes an active learning approach to guiding students in acquiring knowledge and critical thinking about international marketing (as a sub-discipline within international business), and the international marketing perspective. The learner is able to explore the ‘core’ knowledge base underpinning international marketing practices, including theories, concepts and applications, in a series of face to face workshops. These workshops are designed to support the learner to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops, the learner will develop an understanding of international marketing theories, concepts and practices, as they contribute to international business activities. This unit takes a collaborative learning approach within the workshop through a series of lectures, discussions and examples. This approach is designed for the learner to develop critical and reflective skills in an independent and group environment.

Assessment strategy and rationale

In order to pass this unit, two graded assessment tasks are required to be submitted and an examination sat, and they must achieve an aggregate mark of at least 50%. Marking will be in accordance with rubrics specifically developed to measure the level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the Unit. The assessment strategy for this Unit allows the learner to sequentially develop their knowledge and skills in international marketing to the point where they can research and analyse a major debate in international marketing featured in the academic marketing literature that has relevance for contemporary international marketing practice. In order to develop this capability, the learner will demonstrate a knowledge of international marketing theory, concepts and practises taught in the Unit.


The assessment tasks for this unit are designed for you to demonstrate your achievement of each learning outcome. 

Overview of assessments

Brief Description of Kind and Purpose of Assessment TasksWeightingLearning OutcomesGraduate Attributes

Case Study Analysis 


LO2, LO3, LO4, LO5

GA 3, 4, 5, 6. 7, 8

Major Debate Paper 


LO1, LO3

GA 3, 4, 5, 6, 7, 8

Final Exam 


LO1, LO2, LO3, LO5

GA 3, 4, 5, 6

Representative texts and references

Required text: 


Fletcher, R., Crawford, H. (2017), International Marketing – An Asia Pacific perspective, 7th Edition, Pearson Australia, NSW 


 Recommended references 

Cateora, P.R., Gilly, M.C, Graham, J.L and Money, R.B. (2016), International Marketing, McGraw-Hill, New York. 


Czinkota, M., Ronkainen, I., Sutton-Brady, C., Beal, T. and Stegemann, N. (2014), International Marketing: 3rd Asia Pacific Edition, Cengage  Learning, Victoria 


Gillespie, K. and Hennessey, H.D. (2016), Global Marketing, 4th Edition, Routledge, New York. 


Kotabe, M., Ang, S., Griffith, K., Marshall, A., Voola, R. and Helsen, K. (2014), International Marketing, 4th Asia Pacific Edition, Wiley Australia. 


 Extended reading


Recommended Journals 

Columbia Journal of World Business 

Harvard Business Review 

International Management 

International Marketing Review 

Journal of International Business Studies 

Journal of International Marketing 

Recommended Magazines/Newspapers 

Asian and European Wall Street Journals 

Far Eastern Economic Review 


International Business Week 

The Economist 

The International Herald Tribune 



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