Murdoch University - BUS124: Global Marketing

Internationalisation and the rapid globalisation of existing and new markets present unique opportunities and challenges. An understanding of these issues and effective marketing management in a global environment can therefore, be the key to long term success for many businesses. This unit presents an appreciation of how marketing creates value for business, society and customers. It introduces students to the marketing organisation and planning process and the application of marketing tools to the global environment.

✔ Learning outcomes:

• Demonstrate and apply Marketing knowledge in practical contexts
• Exhibit effective communication and interpersonal skills
• Evaluate Marketing case studies and develop evidence-based conclusions
• Display the capability to think across cultures and contexts, and engage with lifelong learning
• Integrate knowledge of ethical issues into professional practice

✔ Unit content:

The broad aims of the unit are to introduce students to modern marketing concepts and practices with application to the global business environment. Topics covered include: How marketing creates and delivers value. Global, ethical and sustainable marketing. Strategic market planning. Market research and analytics. Segmentation, targeting and positioning. Innovation and new product development. Price and distribution. Customer experience online and offline. Promotion, advertising, social media and selling. Applying global perspectives in marketing.