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MKT2014 Global Marketing

Semester 2, 2021 Online
Short Description: Global Marketing
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
ASCED code : 080505 - Marketing
Grading basis : Graded
Version produced : 24 September 2021


Examiner: Eric Ng


Enrolment is not permitted in MKT2014 if MKT2002 has been previously completed.

Other requisites

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


Global business and international trade are central to many businesses and to be successful we need to consider all of the people and processes involved in the delivery of a value-added good or service across national or cultural boundaries. Advances in information, communication and transport technologies have transformed business, increased efficiencies, lowered costs and sped up production and delivery of many goods and services. In turn this has changed the competitive landscape of businesses operating globally and understanding how to manage and navigate these complex marketing challenges is a critical skill requirement of a successful professional marketer.


In this course, we introduce the complexities of international trade, and value chains that are common in modern business. The main perspective students will take out of this course is how to analyse the global marketing environment, evaluate a firm's internal capabilities, and provide reliable market information to assist management in making strategic global marketing decisions. Another key aspect of this course is the focus on understanding the importance of developing networks and strategic alliances, and managing global crisis. This course introduces students to a broad and coherent knowledge of global marketing, and develop their ability to critically analyse. Students will also learn about the complexities of social, cultural, legal and political, environmental, and ethical influences that as a professional marketer has to consider in a global business context. Students should have some fundamental understanding of marketing principles and knowledge to be effective learners in this course.


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

  1. describe and explain the context of global marketing and global value chain, networks and strategic alliances, and crises management;
  2. develop relevant artefacts to identify reliable and valid information sources to address global marketing issues;
  3. explore and manage global relationships and marketing crises
  4. apply environmental analysis to real life company's situations in new and existing global markets, and critically evaluate the implications for global marketing decisions;
  5. effectively communicate findings and recommendations on current, cultural, and ethical issues relating to complex global marketing decisions in a professional standard.


Description Weighting(%)
1. Introduction to global marketing and global value chain 10.00
2. Exploring the global marketing environment 45.00
3. Understanding a firm's internal environment 10.00
4. Marketing information system 10.00
5. Developing networks and strategic alliance 12.50
6. Global crisis management 12.50

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. (

There are no texts or materials required for this course.

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.

Student workload expectations

Activity Hours
Assessments 50.00
Directed Study 50.00
Private Study 65.00

Assessment details

Description Marks out of Wtg (%) Due Date Objectives Assessed Notes
ASSIGNMENT 1 20 10 04 Aug 2021 2 (see note 1)
ASSIGNMENT 2 100 50 16 Sep 2021 1,4,5 (see note 2)
ASSIGNMENT 3 80 40 21 Oct 2021 1,3 (see note 3)

  1. Assignment 1 - Develop Information Sources.
  2. Assignment 2 - Global Marketing Analysis.
  3. Assignment 3 - Managing Global Relationships and Marketing Crisis.

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:
    Deferred and Supplementary examinations will be held in accordance with the Assessment Procedure

  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

Date printed 24 September 2021