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MPK736 - International Marketing


2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
Previously coded as:MMK736
EFTSL value:0.125
Unit Chair:Trimester 2: Michael Polonsky

MBA704/MBR704/MBT704 or MBA720/MBT720 or MPK732/MPT732

Incompatible with: MPT736
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 3 hour seminar (livestreamed with recordings provided) per week  

Scheduled learning activities - cloud:

1 x 3 hour seminar (livestreamed with recordings provided) per week


This unit is available in study tour mode. Click here for more information.


The purpose of this unit is to examine the key elements in the formulation and implementation of international marketing strategy. The unit analyses the stages through which the firm moves in formulating its global strategy; initial entry; local market expansion; and global rationalisation. The formulation and implementation of strategy is discussed within the context of increasing interdependence of country markets and regional market integration.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes


Demonstrate an understanding of the major trends in the international trading environment, influenced by global decision-making and the different business and cultural conventions and their effect on buying behaviour and marketing approaches in international markets.

GLO1: Discipline-specific knowledge and capabilities
GLO8: Global citizenship


Identify marketing strategies appropriate to industrialised, developing and infant economies and explain the relevant sources of information and analysis necessary to support the development of strategy.

GLO1: Discipline-specific knowledge and capabilities
GLO3: Digital literacy
GLO8: Global citizenship


Create and evaluate marketing strategies for international, multinational, trans-national and global operations in different contexts within a dynamic global economy.

GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking
GLO8: Global citizenship


Recommend an appropriate marketing strategy for a product entering an international market which takes into consideration all critical factors including the marketing mix, the financial, human resource, operational and logistical implications of alternative strategies.

GLO1: Discipline-specific knowledge and capabilities
GLO5: Problem solving
GLO8: Global citizenship

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: (Individual) - Written Assignment 1 1000 words 10% Week 4
Assessment 2: (Individual) - Written Assignment 2 2500 words 30% Week 7
Examination 2 hours 60% Exam period

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

Hurdle requirements: achieve a passing grade on the assignments (1 and 2 combined) and at least 50% of the marks available on the examination. 

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MPK736 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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