MKTG5462 Global Marketing Strategy

6 points
(see Timetable)
Semester 1UWA (Perth)Face to face
This unit focuses on the importance of creativity and innovation in global marketing strategy development. Students are introduced to contemporary strategy models to assist them to make sense of changing global conditions. Both micro (import and export procedures) and macro (cultural and political influences) marketing concerns are discussed.
Students are able to (1) be familiar with the globalisation theories; (2) examine the cross-cultural marketing environment and other competencies to take leadership roles which affect global marketing decisions; (3) be familiar with major research methods used in global market research; (4) examine the global market selection process and market entry strategies; (5) have an understanding of how to make product, pricing, communication and distribution decisions under the global environment; (6) explain the cross-cultural issues while implementing and coordinating the global marketing plan; and (7) demonstrate how to design a global marketing plan.
Indicative assessments in this unit are as follows: (1) workshop preparation and contribution; (2) team project; and (3) examination. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Dr Daniel Schepis
Contact hours
lectures/seminars/workshops: up to 3 hours per week
Unit Outline
Semester 1-2020 [SEM-1-2020]
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.