AMB336 Global Marketing
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB336 |
|---|---|
| Prerequisite(s): | 96 credit points of completed studies |
| Equivalent(s): | AMX336 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 1 2027, Gardens Point, Internal
| Unit code: | AMB336 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed studies. |
| Equivalent: | AMX336 |
| Coordinator: | Shane Mathews | sw.mathews@qut.edu.au |
Overview
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of global marketing is vital in today's global marketplace where different challenges and value systems exist. Companies must adapt their strategies to cater to diverse consumer behaviours, cultural nuances, and regulatory environments. This often involves tailoring products, pricing, promotion, and distribution strategies to suit local preferences while maintaining a consistent global brand identity. Firms that can effectively integrate global insights with local responsiveness are better positioned to achieve sustainable growth and long-term success.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply knowledge of global marketing concepts and principles in analysing global marketing issues. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Discuss the range of global marketing strategies with which to compete in different country markets. [KS 1.1, HO 2.1]
- Critically evaluate global marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues. [HO 2.1, SE 5.1]
- Analyse and evaluate the impact and opportunities of technology and digitalisation on internationalising business and make recommendations with reference to specific global marketing contexts. [KS 1.1, HO 2.1]
Content
This unit covers issues relevant to the challenges of global marketing. Global marketing decisions are made within a context influenced by political, economic, social, and legal environments that are explored in this unit. It also examines the use of strategic planning, market analysis, and the implementation of marketing plans in a global context. Other topics relevant to global marketing that are covered include product and branding strategies, global services marketing, export and pricing strategies, as well as global channels of distribution and promotional strategies.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit incorporates a range of interactive learning activities that engage you in authentic, real-world problem-solving and decision-making through case studies, scenarios, and both domestic and international examples. You will also complete an applied assessment involving the development of a case study. Learning materials and resources will be available on Canvas in advance to support your preparation and participation. These activities are designed to strengthen your leadership, communication, and critical analysis skills while deepening your understanding of global marketing practices.
You should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
A series of tutorials are used to give verbal feedback on assignment 1 and assignment 2. Assignment 1 due in Week 6 and assignment 2 due in Week 12 will have written feedback and a criteria reference assessment attached on return. Further, tutors when requested will assist students if they have questions about how to improve their assignment when they are returned.
Assessment
Overview
Assessment in this unit includes a real-world case study and a global marketing report. Please refer to the overview of assessments available on the Canvas site for further details.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
You are required to present a concise overview of a current situation by identifying the key ethical dilemma in an global marketing context. Your response should address the issue through the lens of ethical understanding and provide a realistic, well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1) and SE (5.1)
Assessment: Report
You are required to analyse the opportunities and challenges of contemporary digital marketing within global marketing contexts. The international consumer environment in the target market, along with the nature of the product, should be key considerations in your analysis. You will examine these opportunities and challenges through the perspectives of country, company, and customer contexts to develop a realistic and well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Cateora, P., Money, B., Gilly, M. and Graham, J. (2024), International Marketing 18th edition, McGraw Hill, New York, ISBN: 9781260547870
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, ULO4, Case Study, Report
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, ULO4, Case Study, Report
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BV99 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3 - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3
Unit Outline: Semester 1 2027, Online
| Unit code: | AMB336 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed studies. |
| Equivalent: | AMX336 |
Overview
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of global marketing is vital in today's global marketplace where different challenges and value systems exist. Companies must adapt their strategies to cater to diverse consumer behaviours, cultural nuances, and regulatory environments. This often involves tailoring products, pricing, promotion, and distribution strategies to suit local preferences while maintaining a consistent global brand identity. Firms that can effectively integrate global insights with local responsiveness are better positioned to achieve sustainable growth and long-term success.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply knowledge of global marketing concepts and principles in analysing global marketing issues. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Discuss the range of global marketing strategies with which to compete in different country markets. [KS 1.1, HO 2.1]
- Critically evaluate global marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues. [HO 2.1, SE 5.1]
- Analyse and evaluate the impact and opportunities of technology and digitalisation on internationalising business and make recommendations with reference to specific global marketing contexts. [KS 1.1, HO 2.1]
Content
This unit covers issues relevant to the challenges of global marketing. Global marketing decisions are made within a context influenced by political, economic, social, and legal environments that are explored in this unit. It also examines the use of strategic planning, market analysis, and the implementation of marketing plans in a global context. Other topics relevant to global marketing that are covered include product and branding strategies, global services marketing, export and pricing strategies, as well as global channels of distribution and promotional strategies.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit incorporates a range of interactive learning activities that engage you in authentic, real-world problem-solving and decision-making through case studies, scenarios, and both domestic and international examples. You will also complete an applied assessment involving the development of a case study. Learning materials and resources will be available on Canvas in advance to support your preparation and participation. These activities are designed to strengthen your leadership, communication, and critical analysis skills while deepening your understanding of global marketing practices.
You should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
A series of tutorials are used to give verbal feedback on assignment 1 and assignment 2. Assignment 1 due in Week 6 and assignment 2 due in Week 12 will have written feedback and a criteria reference assessment attached on return. Further, tutors when requested will assist students if they have questions about how to improve their assignment when they are returned.
Assessment
Overview
Assessment in this unit includes a real-world case study and a global marketing report. Please refer to the overview of assessments available on the Canvas site for further details.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
You are required to present a concise overview of a current situation by identifying the key ethical dilemma in an global marketing context. Your response should address the issue through the lens of ethical understanding and provide a realistic, well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1) and SE (5.1)
Assessment: Report
You are required to analyse the opportunities and challenges of contemporary digital marketing within global marketing contexts. The international consumer environment in the target market, along with the nature of the product, should be key considerations in your analysis. You will examine these opportunities and challenges through the perspectives of country, company, and customer contexts to develop a realistic and well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Cateora, P., Money, B., Gilly, M. and Graham, J. (2024), International Marketing 18th edition, McGraw Hill, New York, ISBN: 9781260547870
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, ULO4, Case Study, Report
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, ULO4, Case Study, Report
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BV99 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3 - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3
Unit Outline: Semester 2 2027, Gardens Point, Internal
| Unit code: | AMB336 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed studies. |
| Equivalent: | AMX336 |
| Coordinator: | Shane Mathews | sw.mathews@qut.edu.au |
Overview
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of global marketing is vital in today's global marketplace where different challenges and value systems exist. Companies must adapt their strategies to cater to diverse consumer behaviours, cultural nuances, and regulatory environments. This often involves tailoring products, pricing, promotion, and distribution strategies to suit local preferences while maintaining a consistent global brand identity. Firms that can effectively integrate global insights with local responsiveness are better positioned to achieve sustainable growth and long-term success.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply knowledge of global marketing concepts and principles in analysing global marketing issues. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Discuss the range of global marketing strategies with which to compete in different country markets. [KS 1.1, HO 2.1]
- Critically evaluate global marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues. [HO 2.1, SE 5.1]
- Analyse and evaluate the impact and opportunities of technology and digitalisation on internationalising business and make recommendations with reference to specific global marketing contexts. [KS 1.1, HO 2.1]
Content
This unit covers issues relevant to the challenges of global marketing. Global marketing decisions are made within a context influenced by political, economic, social, and legal environments that are explored in this unit. It also examines the use of strategic planning, market analysis, and the implementation of marketing plans in a global context. Other topics relevant to global marketing that are covered include product and branding strategies, global services marketing, export and pricing strategies, as well as global channels of distribution and promotional strategies.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit incorporates a range of interactive learning activities that engage you in authentic, real-world problem-solving and decision-making through case studies, scenarios, and both domestic and international examples. You will also complete an applied assessment involving the development of a case study. Learning materials and resources will be available on Canvas in advance to support your preparation and participation. These activities are designed to strengthen your leadership, communication, and critical analysis skills while deepening your understanding of global marketing practices.
You should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
A series of tutorials are used to give verbal feedback on assignment 1 and assignment 2. Assignment 1 due in Week 6 and assignment 2 due in Week 12 will have written feedback and a criteria reference assessment attached on return. Further, tutors when requested will assist students if they have questions about how to improve their assignment when they are returned.
Assessment
Overview
Assessment in this unit includes a real-world case study and a global marketing report. Please refer to the overview of assessments available on the Canvas site for further details.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
You are required to present a concise overview of a current situation by identifying the key ethical dilemma in an global marketing context. Your response should address the issue through the lens of ethical understanding and provide a realistic, well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1) and SE (5.1)
Assessment: Report
You are required to analyse the opportunities and challenges of contemporary digital marketing within global marketing contexts. The international consumer environment in the target market, along with the nature of the product, should be key considerations in your analysis. You will examine these opportunities and challenges through the perspectives of country, company, and customer contexts to develop a realistic and well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Cateora, P., Money, B., Gilly, M. and Graham, J. (2024), International Marketing 18th edition, McGraw Hill, New York, ISBN: 9781260547870
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, ULO4, Case Study, Report
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, ULO4, Case Study, Report
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BV99 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3 - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3
Unit Outline: Semester 2 2027, Online
| Unit code: | AMB336 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed studies. |
| Equivalent: | AMX336 |
Overview
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of global marketing is vital in today's global marketplace where different challenges and value systems exist. Companies must adapt their strategies to cater to diverse consumer behaviours, cultural nuances, and regulatory environments. This often involves tailoring products, pricing, promotion, and distribution strategies to suit local preferences while maintaining a consistent global brand identity. Firms that can effectively integrate global insights with local responsiveness are better positioned to achieve sustainable growth and long-term success.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply knowledge of global marketing concepts and principles in analysing global marketing issues. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Discuss the range of global marketing strategies with which to compete in different country markets. [KS 1.1, HO 2.1]
- Critically evaluate global marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues. [HO 2.1, SE 5.1]
- Analyse and evaluate the impact and opportunities of technology and digitalisation on internationalising business and make recommendations with reference to specific global marketing contexts. [KS 1.1, HO 2.1]
Content
This unit covers issues relevant to the challenges of global marketing. Global marketing decisions are made within a context influenced by political, economic, social, and legal environments that are explored in this unit. It also examines the use of strategic planning, market analysis, and the implementation of marketing plans in a global context. Other topics relevant to global marketing that are covered include product and branding strategies, global services marketing, export and pricing strategies, as well as global channels of distribution and promotional strategies.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit incorporates a range of interactive learning activities that engage you in authentic, real-world problem-solving and decision-making through case studies, scenarios, and both domestic and international examples. You will also complete an applied assessment involving the development of a case study. Learning materials and resources will be available on Canvas in advance to support your preparation and participation. These activities are designed to strengthen your leadership, communication, and critical analysis skills while deepening your understanding of global marketing practices.
You should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
A series of tutorials are used to give verbal feedback on assignment 1 and assignment 2. Assignment 1 due in Week 6 and assignment 2 due in Week 12 will have written feedback and a criteria reference assessment attached on return. Further, tutors when requested will assist students if they have questions about how to improve their assignment when they are returned.
Assessment
Overview
Assessment in this unit includes a real-world case study and a global marketing report. Please refer to the overview of assessments available on the Canvas site for further details.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
You are required to present a concise overview of a current situation by identifying the key ethical dilemma in an global marketing context. Your response should address the issue through the lens of ethical understanding and provide a realistic, well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1) and SE (5.1)
Assessment: Report
You are required to analyse the opportunities and challenges of contemporary digital marketing within global marketing contexts. The international consumer environment in the target market, along with the nature of the product, should be key considerations in your analysis. You will examine these opportunities and challenges through the perspectives of country, company, and customer contexts to develop a realistic and well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Cateora, P., Money, B., Gilly, M. and Graham, J. (2024), International Marketing 18th edition, McGraw Hill, New York, ISBN: 9781260547870
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, ULO4, Case Study, Report
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, ULO4, Case Study, Report
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BV99 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3 - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3
Unit Outline: Summer 2027, Gardens Point, Internal
| Unit code: | AMB336 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed studies. |
| Equivalent: | AMX336 |
Overview
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of global marketing is vital in today's global marketplace where different challenges and value systems exist. Companies must adapt their strategies to cater to diverse consumer behaviours, cultural nuances, and regulatory environments. This often involves tailoring products, pricing, promotion, and distribution strategies to suit local preferences while maintaining a consistent global brand identity. Firms that can effectively integrate global insights with local responsiveness are better positioned to achieve sustainable growth and long-term success.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply knowledge of global marketing concepts and principles in analysing global marketing issues. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Discuss the range of global marketing strategies with which to compete in different country markets. [KS 1.1, HO 2.1]
- Critically evaluate global marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues. [HO 2.1, SE 5.1]
- Analyse and evaluate the impact and opportunities of technology and digitalisation on internationalising business and make recommendations with reference to specific global marketing contexts. [KS 1.1, HO 2.1]
Content
This unit covers issues relevant to the challenges of global marketing. Global marketing decisions are made within a context influenced by political, economic, social, and legal environments that are explored in this unit. It also examines the use of strategic planning, market analysis, and the implementation of marketing plans in a global context. Other topics relevant to global marketing that are covered include product and branding strategies, global services marketing, export and pricing strategies, as well as global channels of distribution and promotional strategies.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit incorporates a range of interactive learning activities that engage you in authentic, real-world problem-solving and decision-making through case studies, scenarios, and both domestic and international examples. You will also complete an applied assessment involving the development of a case study. Learning materials and resources will be available on Canvas in advance to support your preparation and participation. These activities are designed to strengthen your leadership, communication, and critical analysis skills while deepening your understanding of global marketing practices.
You should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
A series of tutorials are used to give verbal feedback on assignment 1 and assignment 2. Assignment 1 due in Week 6 and assignment 2 due in Week 12 will have written feedback and a criteria reference assessment attached on return. Further, tutors when requested will assist students if they have questions about how to improve their assignment when they are returned.
Assessment
Overview
Assessment in this unit includes a real-world case study and a global marketing report. Please refer to the overview of assessments available on the Canvas site for further details.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
You are required to present a concise overview of a current situation by identifying the key ethical dilemma in an global marketing context. Your response should address the issue through the lens of ethical understanding and provide a realistic, well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1) and SE (5.1)
Assessment: Report
You are required to analyse the opportunities and challenges of contemporary digital marketing within global marketing contexts. The international consumer environment in the target market, along with the nature of the product, should be key considerations in your analysis. You will examine these opportunities and challenges through the perspectives of country, company, and customer contexts to develop a realistic and well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Cateora, P., Money, B., Gilly, M. and Graham, J. (2024), International Marketing 18th edition, McGraw Hill, New York, ISBN: 9781260547870
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, ULO4, Case Study, Report
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, ULO4, Case Study, Report
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BV99 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3 - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3
Unit Outline: Summer 2027, Online
| Unit code: | AMB336 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 96 credit points of completed studies. |
| Equivalent: | AMX336 |
Overview
Globalisation has required firms to look beyond their domestic markets to remain competitive and profitable. An understanding of global marketing is vital in today's global marketplace where different challenges and value systems exist. Companies must adapt their strategies to cater to diverse consumer behaviours, cultural nuances, and regulatory environments. This often involves tailoring products, pricing, promotion, and distribution strategies to suit local preferences while maintaining a consistent global brand identity. Firms that can effectively integrate global insights with local responsiveness are better positioned to achieve sustainable growth and long-term success.
Learning Outcomes
On successful completion of this unit you will be able to:
- Apply knowledge of global marketing concepts and principles in analysing global marketing issues. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Discuss the range of global marketing strategies with which to compete in different country markets. [KS 1.1, HO 2.1]
- Critically evaluate global marketing issues from ethical and social responsibility perspectives and formulate and justify evidence-based solutions that respond to key issues. [HO 2.1, SE 5.1]
- Analyse and evaluate the impact and opportunities of technology and digitalisation on internationalising business and make recommendations with reference to specific global marketing contexts. [KS 1.1, HO 2.1]
Content
This unit covers issues relevant to the challenges of global marketing. Global marketing decisions are made within a context influenced by political, economic, social, and legal environments that are explored in this unit. It also examines the use of strategic planning, market analysis, and the implementation of marketing plans in a global context. Other topics relevant to global marketing that are covered include product and branding strategies, global services marketing, export and pricing strategies, as well as global channels of distribution and promotional strategies.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
1.2 Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Higher Order Thinking Skills (HO)
2.1 Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
2.2 Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Professional Communication (PC)
3.1 Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
3.2 Communicate effectively and professionally in oral forms, demonstrating information literacy and the ability to engage, inform, and influence diverse audiences using appropriate technologies and presentation formats across varied business contexts.
Teamwork & Self (TS)
4.1 Engage in reflective practice and demonstrate responsibility and accountability for your own learning, professional development, and performance in a rapidly changing world of work.
4.2 Collaborate effectively in diverse and digitally enabled team environments, applying teamwork knowledge and skills to achieve shared goals.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
5.2 Demonstrate and apply knowledge of socially responsible and sustainable business practices to address national and global business challenges in ways that create long-term value.
Learning Approaches
This unit incorporates a range of interactive learning activities that engage you in authentic, real-world problem-solving and decision-making through case studies, scenarios, and both domestic and international examples. You will also complete an applied assessment involving the development of a case study. Learning materials and resources will be available on Canvas in advance to support your preparation and participation. These activities are designed to strengthen your leadership, communication, and critical analysis skills while deepening your understanding of global marketing practices.
You should refer to the unit Canvas site for the latest information.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
A series of tutorials are used to give verbal feedback on assignment 1 and assignment 2. Assignment 1 due in Week 6 and assignment 2 due in Week 12 will have written feedback and a criteria reference assessment attached on return. Further, tutors when requested will assist students if they have questions about how to improve their assignment when they are returned.
Assessment
Overview
Assessment in this unit includes a real-world case study and a global marketing report. Please refer to the overview of assessments available on the Canvas site for further details.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Case Study
You are required to present a concise overview of a current situation by identifying the key ethical dilemma in an global marketing context. Your response should address the issue through the lens of ethical understanding and provide a realistic, well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
The assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1) and SE (5.1)
Assessment: Report
You are required to analyse the opportunities and challenges of contemporary digital marketing within global marketing contexts. The international consumer environment in the target market, along with the nature of the product, should be key considerations in your analysis. You will examine these opportunities and challenges through the perspectives of country, company, and customer contexts to develop a realistic and well-justified marketing recommendation. Detailed guidelines and the grading rubric are available on Canvas.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Recommended text(s)
Cateora, P., Money, B., Gilly, M. and Graham, J. (2024), International Marketing 18th edition, McGraw Hill, New York, ISBN: 9781260547870
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO2, ULO3, ULO4, Case Study, Report
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, ULO4, Case Study, Report
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO4, Case Study, Report - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO2, ULO3, ULO4, Case Study, Report - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3, Case Study
BV99 Bachelor of Business
- Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3 - Demonstrate and apply knowledge of ethical and legal principles to analyse and respond to business issues with integrity, professionalism, and accountability.
Relates to: ULO3