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MKT8002 International Marketing

Semester 1, 2012 Online Toowoomba
Units : 1
Faculty or Section : Faculty of Business and Law
School or Department : School of Management and Marketing
Version produced : 30 December 2013

Contents on this page


Examiner: Eric Ng
Moderator: Melissa Johnson Morgan

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
  5. collaborate effectively with team members to successfully develop an international marketing plan and critically reflect on the dynamics and overall performance of the group.


Description Weighting(%)
1. Each topic has equal weighting.
  • Module 1- Introduction to globalisation and global marketing
  • Module 2 Global economic and financial environment
  • Module 3 Global cultural environment and buying behaviour
  • Module 4 Global political and legal environment
  • Module 5 Global marketing research
  • Module 6 Global segmentation and positioning
  • Module 7 Global marketing strategies
  • Module 8 Global market entry strategies
  • Module 9 Global product and branding decisions
  • Module 10 Global pricing decisions
  • Module 11 Global communication decisions
  • Module 12 Global logistics and distribution decisions
  • Module 13 Sales, export and import management

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. (

  • Kotabe, M & Helsen, K 2010, Global marketing management, 5th edn, John Wiley & Sons, Hoboken, New Jersey.
  • Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.

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, Gilly, MC & Graham, JL 2011, International marketing, 15th edn, McGraw-Hill Irwin, New York.
  • Gillespie, K & Hennessey, HD 2011, Global marketing, 3rd edn, Cengage Learning, Mason, Ohio.
  • Hollensen, S 2011, Global marketing: a decision-oriented approach, 5th edn, Prentice Hall, Harlow, England.
  • Keegan, WJ & Green, MC 2011, Global marketing, 6th edn, Pearson, Upper Saddle River, New Jersey.
  • Lee, K & Carter, S 2009, Global marketing management, 2nd edn, Oxford University Press, New York.

Student workload requirements

Activity Hours
Assessments 50.00
Directed Study 50.00
Private Study 65.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ONLINE ACTIVITY 5 5 23 Mar 2012 (see note 1)
REPORT 1 100 35 23 Apr 2012
REPORT 2 100 60 12 Jun 2012

  1. Students are required to complete the online activity by the due date. The online activity will be available from the UConnect Study Desk. Students will generally not be permitted to attempt the online activity after the due date.

Important assessment information

  1. Attendance requirements:
    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.

  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:
    If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.

  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. Assignments:
    (i) The due date for an assignment is the date by which a student must submit the assignment to the USQ.
    (ii) Students must retain a copy of each assignment submitted for assessment. This must be produced within 24 hours if required by the examiner.
    (iii) The examiner may grant an extension of the due date of an assignment in extenuating circumstances. Applications for extensions should be in writing and must include supporting documentary evidence. Extensions are only granted in unforeseen and uncontrollable circumstances. The examiner shall consider all documentary evidence (including statement from a doctor, employer, counsellor or independent member of the community as appropriate) accompanying an application for extension and decide on the outcome. Length of extensions: Up to one week extension (five working days) may be granted if a signed statement with supporting documentation is sent with the assignment, proving that an unforeseen and uncontrollable circumstance caused the delay, for example unusual and unpredictable work or family commitments. If the signed statement and supporting documentation does not show that unforeseen and uncontrollable circumstances were present for the days claimed, then the normal reduction in marks for a late assignment of 5% per working day will apply.
    (iv) Extensions beyond one week are not allowed unless express permission is obtained from the examiner. Extensions beyond one week are only granted in extreme circumstance because model answers may be distributed after this time. If you are likely to require an extension for a longer period than one week, you must contact the examiner for advice. In most cases, you will be required to complete an alternative make-up assignment. However, make-up assignments are only granted if you have passed all other pieces of assessment for the course.
    • Medical extensions: In the case of an application for extension for medical reasons, the documentation should include a statement from a doctor stating: the date the medical condition began or changed; how the condition affected the student's ability to study; when it became apparent that the student could not submit the assignment. As a rule, you will be granted an extension for the number of working days covered on a medical certificate. In the case of a medical extension, you do not need to contact the examiner unless you require an extension of longer than one week.
    • Extensions for family/personal reasons: In the case of an application for extension for family/personal reasons, the documentation should include a statement from a doctor, counsellor or independent member of the community stating: the date the student's personal circumstances began or changed; how the circumstances affected the student's ability to complete the assignment; when it became apparent that the student could not complete the assignment. In the case of an extension for family/personal reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
    • Extensions for employment-related reasons: In the case of an application for extension for employment-related reasons, the documentation should include a statement from the student's employer stating: the date the student's employment began or the conditions of employment changed; how this prevents the student from completing the assignment. In the case of an extension for employment-related reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.

  2. Text books:
    It is the responsibility of the student to acquire a copy of the text book as soon as their enrolment in the course has been confirmed. Extensions will not be granted on the basis of the student not having a copy of the text, if the text is available from the USQ Bookshop.

  3. 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

  4. Word count on assignments:
    Students must put the 'word count' for their assignment on the front page of the assignment. The word count is the number of words in the body of the assignment report and does not include the title, executive summary, list of references or appendices. To grade an assignment a marker does not need to read more words than the word limit of the assignment.

Other requirements

  1. Computer, e-mail and Internet access:
    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