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Research School of Management · ANU College of Business and Economics
This course will prepare students to market across borders. The course begins with an in-depth global environmental analysis and examines approaches to operating in an increasingly interconnected world. The course also addresses new challenges in managing global marketing, such as building global brands and communication strategies. Specific topics include the rationale for international marketing; marketing issues related to international economic, financial, political, legal, cultural and information technology environments; international marketing research; market selection and entry; product adaptation for international markets, promotion, pricing and distribution in international markets; channel selection and alliances; and strategic issues in international marketing. A signature assessment task of this course is a Marketing Business Plan, where student teams are required to develop a plan for a local business looking to expand overseas.
Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentation, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6
A research-based team project, a capstone experience and/or a piece of scholarship. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6
Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work. Work Integrated Learning Projects ANU International Business Plan Competition Established in 2011, the ANU International Business Plan (IBP) Competition has been a crucial component of the Research School of Management’s International Business Course. The competition is implemented as a form of work integrated learning that provides students with a unique and authentic learning experience over the entire semester. The competition is supported by the Australian National University, Canberra Business Chamber, the ACT Government and Canberra Innovation Network. The principal objective of the IBP competition is to allow students to work as consultants for live Australian SMEs (regardless of their size, industry, and international experience). Each live client (7-10) will have 3 or 4 student teams competing to prepare the best international market expansion plan for them. Students, working in groups of 3 or 4 members, will undertake market screening exercises and identify the best and newest foreign market for an SME to expand into. Students will then propose a suitable market entry strategy and a comprehensive set of international marketing mix elements for the firm. At the end of the semester, students will make professional presentations to their designated clients and their peers via a series of conference-style sessions. Other Information This course was formerly known as the 7000-level course by a similar name (MKTG7035 Global Marketing). Students who have MKTG7035 in their Study Requirements are permitted to substitute with this course.
Information about the prescribed textbook (if any) will be made available via the Class Summary. Preliminary Reading Additional information about indicative readings (if any) will be made available via the Class Summary.