Unit rationale, description and aim
International marketing is one of the specialist functions that exist within the broad field of international business. It is also an applied specialist area within the marketing discipline. This unit explores the points of similarity and difference between international and domestic marketing, including regulation around labour conditions and environmental standards. International marketers need to plan for and implement marketing decisions in markets that differ significantly from their domestic ones. Different marketing environments often pose major challenges in understanding and adaptation. The unit also explores the strategic and tactical choices facing international marketing managers across each element of the marketing mix. Various regions of the world are examined, and the application of the term "international" in different contexts is discussed.
Building on the marketing toolkit developed in previous units, this unit equips students with the skills to analyse and respond to complex global market dynamics. It aims to develop a deep understanding of the global marketplace and provide the knowledge and skills necessary to identify international marketing opportunities and challenges, and to formulate effective international marketing strategies.
Campus offering
No unit offerings are currently available for this unit.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.
Evaluate and interpret the critical marketing deci...
Learning Outcome 01
Critically analyse the design and implementation p...
Learning Outcome 02
Evaluate the impact of the macro and micro environ...
Learning Outcome 03
Analyse the factors that inform international mark...
Learning Outcome 04
Assess potential international marketing operation...
Learning Outcome 05
Content
Topics will include:
· impact of the macro environment (PESTEL factors) on planning and operations
· impact of the micro-environment (market/industry factors) on planning and operations
· useful international data sources, frameworks (INCOTERMS) and market research
· market analysis and market selection
· specific factors for consideration include labour force working conditions and environmental issues
· market entry (and market exit) strategies
· organisational structures for international marketing
· designing and implementing marketing mix strategies
· Teamwork and collaboration in international marketing teams and managing tasks autonomously
· future trends in international marketing.
Assessment strategy and rationale
To pass this unit, students must demonstrate mastery of all learning outcomes and achieve an overall mark of at least 50%. Each assessment will be marked using rubrics tailored to measure the extent to which learning outcomes are achieved. A final grade will reflect students’ overall performance. The assessment strategy is designed to help students build their international marketing knowledge and skills progressively, culminating in the ability to diagnose cross-border marketing solutions for organisations.
Assessment 1 focuses on students’ understanding of digital marketing fundamentals. It evaluates their engagement through discussion board participation and asynchronous online activities.
Assessment 2 requires students to conduct an international opportunity analysis, identifying relevant factors marketers must consider in foreign markets. This includes preparing a marketing report that showcases practical decision-making and applied knowledge of international marketing theory.
Assessment 3 assesses students’ ability to develop a market entry pitch for a foreign market. It integrates key marketing concepts, such as the marketing mix, and tests their overall understanding, critical thinking, and analytical skills.
Use of generative AI (GenAI) is only allowed where clearly permitted. Guidance will be provided on appropriate usage, and all use must be properly acknowledged. Unauthorised or undisclosed use constitutes a breach of academic integrity.
Overview of assessments
Assessment Task 1: International Marketing Opport...
Assessment Task 1: International Marketing Opportunity Analysis Report
This assessment task consists of a 2000-word report entailing an International Marketing Opportunity Analysis for a selected foreign market. This task requires students to work in groups to analyse an Australian sourced good or service and identify its potential ‘fit’ with a foreign market. The students will have to evaluate the macro- and micro-environment of this market as well as a potential target market within the foreign market to support their marketing decisions. The purpose is for the group to understand the range of factors that international marketers must consider when identifying possible market opportunities in foreign markets for their goods and services. In completing this assessment task students need to cite very recent and relevant research and business-related sources (not older than 3 years old). Group members responsibilities should be clearly identified and simulate a real-world international marketing teamwork. As part of this assessment students need to submit peer review reports about the contribution of the group members.
Submission Type: Group
Assessment Method: Diagnostic Report
Artefact: Written report
45%
Assessment Task 2: International Marketing ...
Assessment Task 2: International Marketing Strategy Video Pitch
This assessment task consists of a 5–7-minute video pitch presenting an international marketing strategy for a foreign market. Students are required to work individually to research and design a feasible strategy for a selected product and market, including recommendations across all elements of the marketing mix. The task draws on students’ critical thinking skills and overall understanding of international marketing theories, concepts, and practices covered in the unit. Students must support their strategy with recent and relevant research and business sources, published within the past three years.
Submission Type: Individual
Assessment Method: Presentation
Artefact: Video with notes
55%
Learning and teaching strategy and rationale
This unit adopts an active learning approach to introduce international marketing strategies used by organisations entering foreign markets. Students will explore key theories and decision-making processes through workshops that support individual and group learning. Activities include case study discussions and practical exercises designed to build critical, analytical, and reflective skills required for assessments and professional practice.
Mode of Delivery:
The unit is offered in multiple modes to support diverse learner needs and promote inclusive participation.
- Attendance Mode: Weekly face-to-face workshops at a designated location, with required preparation beforehand. Students typically spend an hour preparing and additional time revising. Online platforms offer supplementary practice and revision tools..
- Online Mode: Includes synchronous online workshops and interactive activities, enabling flexible participation and collaborative learning in a virtual environment.
- ACU Online: Offers fully asynchronous learning with weekly discussions, activities, and feedback. Students engage in practice-based tasks and apply their learning to real-world contexts, with regular opportunities for reflection and peer interaction.
Each mode encourages deep engagement and supports students in achieving the unit learning outcomes.
Representative texts and references
Green, M C & Keegan W J 2020, Global Marketing 10th Ed, Pearson Education, United Kingdom
Cateora, P. Graham, J. Gilly, M. Money, B. 2020, International Marketing, 18th Ed, McGraw Hill, New York.
Alon, I. Jaffe, E. Prange, C. & Vianelli, D. 2017, Global Marketing Contemporary Theory, Practice and Cases, 2nd Ed, Routledge, New York, NY 10017.
Fletcher, R & Crawford, H 2017, International marketing - an Asia Pacific perspective, 7th ed, Prentice Hall Australia, Sydney.
Current Scholarly Articles
Nath, P A, Kirca, A H. Kim, S 2021 Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity. Journal of International Marketing. Mar, Vol. 29 Issue 1, p57-76.
Sousa, C M.P, Li, R Y, & He, Xinming, 2020 The Impact of Exploitation and Exploration on Export Sales Growth: The Moderating Role of Domestic and International Collaborations. Journal of International Marketing. Dec, Vol. 28 Issue 4, p1-20
Kim, J S, 2020 National Culture and Advertising Sensitivity to Business Cycles: A Re-examination. Journal of International Marketing. Dec, Vol. 28 Issue 4, p41-57
Wang, M, Zhang, Q, Zhou, K Z 2020 The Origins of Trust Asymmetry in International Relationships: An Institutional View. Journal of International Marketing. Jun, Vol. 28 Issue 2, p81-101
Sheth, J N 2020 Borderless Media: Rethinking International Marketing. Journal of International Marketing. Mar, Vol. 28 Issue 1, p3-12
Steenkamp, J E.M 2020 Global Brand Building and Management in the Digital Age. Journal of International Marketing. Mar, Vol. 28 Issue 1, p13-27.
Konara, P, Stone, Z. Mohr, A 2020 Explaining alternative termination modes of international joint ventures International Marketing Review Vol. 37, Iss. 6,
Paul, J, Rosado-Serrano, A. 2019 Gradual Internationalization vs Born-Global/International new venture models. International Marketing Review Vol. 36, Iss. 6,
Michaelidou, N, Micevski, M; Kadic-Maglajlic, S, Budhathoki, T; Sarkar, S. 2019 Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries International Marketing Review Vol. 36, Iss. 6,
Nam, H, & Kannan, P K 2020 Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys. Journal of International Marketing. Mar, Vol. 28 Issue 1, p28-47