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MKT8002 International Marketing

Semester 1, 2019 Online
Short Description: International Marketing
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise
Student contribution band : Band 3
ASCED code : 080399 - Business Mgt not classified
Grading basis : Graded


Examiner: Eric Ng

Other requisites

Recommended pre-requisite MKT5000 but is not compulsory.

Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at


Globalisation has led to many businesses facing with increasing challenges. To meet these challenges managers have to equip themselves with an array of intellectual tools that can be used as the basis for developing effective business strategies, to be competitive in the global environment. Managers are not only required to understand the international marketing environment, but also to be able to develop and implement business strategies that can predict and cope with potential threats and capitalise on opportunities. In this course, we develop frameworks for analysing the international marketing environment and skills to formulate these into effective strategic international marketing strategies. Effective management of these strategies require not only a broad view of the global business environment but also the ability to act in a local and timely manner that is effective in developing and holding a strong global competitive position.


International marketing focuses on the opportunities and challenges of marketing new and existing products or services in the international marketplace. With the increasing complexity of conducting businesses in the global environment, international marketing managers are confronted with numerous strategic issues and decisions that can impact on the success of the organisation in the global marketplace. This course provides students with an appreciation of international marketing by examining the key issues facing companies that aim to compete successfully globally. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way students view international markets and marketing strategically.


On successful completion of this course students should be able to:

  1. examine and strategically apply the key concepts and principles of international marketing and provide clear justification for their opinions and recommendations
  2. critically evaluate and predict the impact of different cultures on professional international marketing practice
  3. understand and apply research processes, including the internet, library catalogue and a range of business information sources, to critically analyse, evaluate and strategically apply information to persuasively support an international marketing plan
  4. produce writing that adheres to disciplinary conventions and is tailored for a set audience as evidenced by its purpose and structure.


Description Weighting(%)
1. Introduction to global marketing 5.00
2. Understanding the global marketing environment 30.00
3. Analysing global marketing opportunities 30.00
4. Developing global marketing strategies. 35.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

Keegan, WJ & Green, MC 2017, Global marketing, 9th edn, Pearson, Boston, Massachusetts.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Cateora, PR, Graham, JL & Gilly, MC 2016, International marketing, 17th edn, McGraw-Hill Irwin, New York.
Gillespie, K & Hennessey, HD 2015, Global marketing, 4th edn, Cengage Learning, Mason, Ohio.
Hollensen, S 2013, Global marketing: a decision-oriented approach, 6th edn, Prentice Hall, Harlow, England.
Kotabe, M & Helsen, K 2016, Global marketing management, 7th edn, John Wiley & Sons, Hoboken, New Jersey.
Lee, K & Carter, S 2012, Global marketing management: changes, new challenges, and strategies, 3rd edn, Oxford University Press, Oxford, UK.

Student workload expectations

Activity Hours
Directed Study 50.00
Independent Study 115.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
REPORT 1 100 40 03 Apr 2019
REPORT 2 100 60 05 Jun 2019

Important assessment information

  1. Attendance requirements:
    Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at