The University of Newcastle, Australia
Available in 2019
Course code

GSBS6041

Units

10 units

Level

6000 level

Course handbook

Description

Businesses often engage in international expansion strategies (in contrast to the domestic market), involving alternatives ranging from exporting to internationalisation, multinationalisation and, finally, globalisation. Each of these is unlike the others in the capabilities and competencies needed by an organisation, as well as in the core marketing considerations of segmentation, targeting and positioning.

Designed to provide students with a thorough grounding in all facets of global and international marketing, the course adopts a framework that focuses on key issues including the international and global marketing environment, the international marketing mix, global segmentation, positioning and strategy, and other aspects pertaining to the global imperative. Domestic, international and global case studies are used providing the opportunity to apply the concepts to practical situations in addition to the development of a comprehensive marketing plan.


Availability2019 Course Timetables

Sydney Elizabeth Street

  • Trimester 2 - 2019
  • Trimester 3 - 2019

Online

  • Trimester 1 - 2019
  • Trimester 3 - 2019

Newcastle City Precinct

  • Trimester 2 - 2019

Learning outcomes

On successful completion of the course students will be able to:

1. Justify the importance of studying global marketing and its evolution; explain the challenges that influence global marketing decisions.

2. Distinguish between international and global marketing management.

3. Demonstrate cognitive knowledge of the skills required in identifying, assessing and selecting global market opportunities.

4. Develop effective global marketing strategies and determining the method of entering a market.

5. Develop and justify global marketing mix programs for different environments.

6. Recognise key factors in running effective global organisations and the managerial challenges facing international and global marketing managers.

7. Apply global marketing concepts to gain strategic insights from case studies of real global marketing issues.

8. Develop and justify an in-depth marketing plan.


Content

This course includes but is not limited to the following topics:

  1. Globalisation Imperative and environmental considerations (economic / financial / global cultural / political and legal)
  2. Global Cultural Environment and Buying Behavior.
  3. Global Marketing Research, Segmentation and Positioning
  4. Global Marketing and Market Entry Strategies.
  5. Developing New Products for Global Markets.
  6. Global Marketing of Goods and Services.
  7. International and global market plans.
  8. Global Pricing.
  9. Communicating With the World Consumer. Cross-Cultural Management.
  10. Global Logistics and Distribution. Export and Import Management.
  11. Planning, Organisation, and Control of Global Marketing Operations.
  12. Marketing Strategies for Emerging Markets. Global Marketing and the Internet

Assumed knowledge

GSBS6041Global Marketing Strategy and PlanningBusinesses often engage in international expansion strategies (in contrast to the domestic market), involving alternatives ranging from exporting to internationalisation, multinationalisation and, finally, globalisation. Each of these is unlike the others in the capabilities and competencies needed by an organisation, as well as in the core marketing considerations of segmentation, targeting and positioning.

Designed to provide students with a thorough grounding in all facets of global and international marketing, the course adopts a framework that focuses on key issues including the international and global marketing environment, the international marketing mix, global segmentation, positioning and strategy, and other aspects pertaining to the global imperative. Domestic, international and global case studies are used providing the opportunity to apply the concepts to practical situations in addition to the development of a comprehensive marketing plan.FBUSLFaculty of Business and Law344Newcastle Business School1060005955Trimester 2 - 2019SYD_BATHSTSydney Elizabeth Street20195925Trimester 1 - 2019ONLINEOnline20195955Trimester 2 - 2019NCLE_CITYNewcastle City Precinct20195985Trimester 3 - 2019SYD_BATHSTSydney Elizabeth Street20195985Trimester 3 - 2019ONLINEOnline2019GSBS6005 Marketing Management and PlanningThis course includes but is not limited to the following topics:Globalisation Imperative and environmental considerations (economic / financial / global cultural / political and legal)Global Cultural Environment and Buying Behavior.Global Marketing Research, Segmentation and PositioningGlobal Marketing and Market Entry Strategies.Developing New Products for Global Markets.Global Marketing of Goods and Services.International and global market plans.Global Pricing.Communicating With the World Consumer. Cross-Cultural Management.Global Logistics and Distribution. Export and Import Management.Planning, Organisation, and Control of Global Marketing Operations.Marketing Strategies for Emerging Markets. Global Marketing and the Internet YOn successful completion of this course, students will be able to:1Justify the importance of studying global marketing and its evolution; explain the challenges that influence global marketing decisions.2Distinguish between international and global marketing management.3Demonstrate cognitive knowledge of the skills required in identifying, assessing and selecting global market opportunities.4Develop effective global marketing strategies and determining the method of entering a market.5Develop and justify global marketing mix programs for different environments.6Recognise key factors in running effective global organisations and the managerial challenges facing international and global marketing managers.7Apply global marketing concepts to gain strategic insights from case studies of real global marketing issues.8Develop and justify an in-depth marketing plan. Written Assignment: Business Opportunity AnalysisCase Study / Problem Based Learning: Case Analysis Presentation SlidesReport: Case Analysis ReportProposal / Plan: Global Marketing Plan Newcastle City Precinct, Online and Sydney Elizabeth StreetLectureFace to Face On Campus3hour(s)per Week for0Full Term0


Assessment items

Written Assignment: Business Opportunity Analysis

Case Study / Problem Based Learning: Case Analysis Presentation Slides

Report: Case Analysis Report

Proposal / Plan: Global Marketing Plan


Contact hours

Newcastle City Precinct, Online and Sydney Elizabeth Street

Lecture

Face to Face On Campus 3 hour(s) per Week for Full Term