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International Marketing

1. Introduction

MKTG3116 International Marketing is a 3000-level elective unit in the Marketing major. In this unit, students are introduced to Marketing on an international scale, in which they will consider various environmental factors and subsequent Marketing strategies. Hence, students will develop their abilities in designing and implementing Marketing strategies across diverse international contexts. Awareness and understanding of international Marketing concepts will be gained, with note of the importance of these concepts in a rapidly changing global economy.


Prerequisites: MKTG1001 Marketing Principles 

Prohibitions: MKTG3006

2. Difficulty

Difficulty: Medium


This unit covers substantial content over the semester, drawing upon marketing concepts as well as topics related to economics. However, a lack of prior knowledge on these topics is not necessarily detrimental as the lectures and readings are sufficient to fill knowledge gaps. The major hurdle in this unit is the presentation task, which demands efficient and diligent group work within a strict one-week time frame.

3. Workload

The workload of this unit varies depending on the time of semester. As per any unit, students are required to watch lectures, participate in tutorials and on Canvas discussion boards, prepare for tutorials, and undertake additional content reviews as necessary for exams. However, during the presentation assessment task, students can expect a heavier workload given the tight turnaround period of one week.

4. Textbooks/Readings

Czinkota, M.R, Ronkainen, I.A., Sutton-Brady, C. and Stegemann, N. (2018) International Marketing-Asia Pacific Edition (4th ed.), Cengage Learning, Australia.


Available as Mindtap ebook details for how to access available on Canvas

5. Assessment Breakdown
MKTG3116 Assessment Pie Graph_edited.png
  • Participation (10%): Based on class attendance and participation in discussions and activities.

  • Research Component (2%): Either participation in a research study OR submission of a research paper review.

  • Mid-Semester Take Home Exam (23%): Covers all material from lectures and tutorials from week 1-6. A take-home open book exam (short release) consisting of short-answer questions.

  • Presentation (25%): Students work in teams of 2-3 to create a presentation based on a case study. Involves a synopsis of the case and detailed answers to the questions posed.

  • Take Home Final Exam (40%): Consists of 2 long-answer questions in which students apply the theory learned throughout the semester. This is an open book take-home exam (extended release)


Please note that assessments may vary across semesters. This information was sourced from the Unit of Study Outline for Semester 1 of 2021, and may be out of date. For the most up-to-date information, refer to the Unit of Study Outline for the semester and year relevant to your studies.

6. Unit Highlights
  • The unit is focused on real and recent developments in marketing and global trade, which helps to contextualise course content.

  • The specific focus on the international scale of marketing is unique from other units, which otherwise focus solely on local or Australian contexts.

  • The group work can be a learning experience to apply theory in the real world and gain collaborative skills in the process.

7. Skills Learnt
  • Understanding of global market conditions

  • Critical thinking, particularly when considering multiple factors across the international environment to inform strategy

  • Time management

  • Presentation skills and confidence

  • Applying theory into real-world contexts

8. Lecturer Advice

In today’s business world, almost every company has a global focus. This unit will equip you with the skills to future proof your career in an increasingly global economy.


To get the most from this unit, preparation and time management are keys to success. Take advantage of the many activities available on Mindtap to guide you in studying effectively throughout the semester. An important thing to remember as well is that participation marks are awarded for participation not attendance, so be sure to engage in class discussions and on the Discussion Board on Canvas.

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