GSB 736 International Marketing
This unit introduces participants to the processes of international marketing, and develops their strategic decision making skills in this arena. Prior understanding of marketing fundamentals is assumed of participants and completion of GSB 731 is a prerequisite for enrolment in this unit. The unit would be of interest to both people with work experience in international marketing, and newcomers to international marketing.
International marketing is important for a number of reasons. The communication revolution, rapid innovations in technology, myriad regional economic agreements, and the worldwide movement to deregulation and privatisation have been facilitating rapid global integration. All these changes provide opportunities for businesses to expand their operations to other parts of the globe.
It is becoming impossible for any country to practice economic isolation. Participation in the global marketplace is important for a nation to improve economic capability and its citizens' standard of living. Australia in particular, because of the relatively small size of its domestic market, is reliant upon trade with international partners. This means, it is essential for business students to develop a complete understanding of the diverse socio-economic and cultural environments of different countries and the rapidly changing nature of the international business environment.
GSB 736 will help participants broaden their outlook on the multitude of factors that affect international marketing, and will expose participants to the major dimensions of international marketing: economic; social and cultural; and political, legal and technological.
An important aspect of this unit is that participants learn how to analyse and target global marketing opportunities. After studying this unit participants should be able to suggest global marketing strategies for any product or service. The unit also deals with the creation of global marketing programs and global marketing mix of product, pricing, place and promotion decisions.