MKTG6013 International and Global Marketing

How MKTG6013 is assessed

The official 2026 outline and Canvas assessment overview publish these eight weights, which total 100%. The Oral Q&A must be attempted, but the overview says it is not a hurdle requiring half of the available marks. A standalone Oral Q&A page displays a conflicting 35%; the official outline and assessment overview both display 25%. Current Canvas and Business School instructions control delivery details.

Current MKTG6013 dates

Dates are as published in the Semester 2 2026 University of Sydney unit materials. Confirm exact deadlines and submission settings in the live LMS.

What MKTG6013 covers

The chapters follow the decision chain from international strategy and market evidence through culture, segmentation, offer design, research, entry, distribution, communication, pricing and campaign control.

The core planning chain begins with the purpose for internationalisation, screens markets on comparable criteria, selects a target segment and position, then aligns entry mode, distribution, product or service adaptation, communication and price. Research is central because international decisions often rely on uneven secondary data, translated constructs, proxies and assumptions.

The guide therefore shows how to label evidence, test comparability and use chain-ratio or analogy methods without presenting market potential as guaranteed sales. Culture is handled as a set of hypotheses rather than national stereotypes: Hofstede, Hall and self-construal can sharpen questions, but local customer evidence must decide how meaning travels.

Applied chapters compare licensing, franchising, joint ventures and investment; diagnose channel incentives; build a culturally relevant Big Idea; trace price escalation from factory cost to customer price; and convert goals into measurable campaign objectives.

The unit uses interconnected assessment across the semester, including an international marketing project, presentations, individual oral questioning, online quizzes, an in-semester test, reflection, participation and a business research component. Success depends on application and defence.

A strong response leads with the recommendation, uses the case evidence, explains the trade-off, labels uncertainty and states what should be measured next. Every practice scenario in this guide is independently authored so students can rehearse the reasoning without reproducing a university task.

Worked example · free

Estimate a reachable segment with a chain ratio

Key terms

International Marketing

International marketing plans and executes value creation across national boundaries where market conditions can alter the decision.

Macro Environment

The macro environment is the broad economic, political, legal, social and technological setting around a market.

Cultural Context

Cultural context describes how much communication meaning is carried explicitly in words or implicitly in relationships and situation.

Self-Construal

Self-construal is the way a person understands the self as relatively independent or interdependent with others.

Market Segmentation

Market segmentation groups customers whose needs, value sought or likely response differ in strategically meaningful ways.

Perceptual Map

A perceptual map plots competing offers on attributes customers use to judge alternatives.

Chain Ratio

A chain ratio estimates market potential by multiplying a defensible base by successive eligibility and reach proportions.

Analogy Method

The analogy method transfers a demand relationship from a comparable market using a defensible surrogate.

Entry Mode

An entry mode is the organisational arrangement used to access a foreign market and allocate commitment, control and risk.

Joint Venture

A joint venture shares ownership, resources, governance and risk between partners for a defined activity.

Price Escalation

Price escalation is the rise from domestic or factory price to foreign customer price as export and channel costs accumulate.

Big Idea

A Big Idea is the unifying creative expression that connects the positioning promise to multiple campaign executions.

MKTG6013 FAQ

Questions students ask in each MKTG6013 chapter

What makes international marketing different from domestic marketing?

The basic marketing questions remain, but national boundaries add variation in institutions, culture, customers, competitors, channels, currency and regulation. The analytical task is to identify which difference changes the decision rather than treating every foreign-market fact as equally important. Chapter 01 · International Marketing Strategy Foundations

How do I turn a country statistic into analysis?

Explain the mechanism connecting the statistic to demand, access, cost, risk or execution for the defined target and offer. Then state what evidence would confirm the relationship. A number without this pathway remains background description. Chapter 02 · Screening International Market Environments

Should Hofstede scores determine a campaign?

No. They can suggest questions about authority, individualism, uncertainty or time, but category, segment and situational evidence can override a national tendency. Use the framework to design research and alternatives, then let observed customer response guide execution. Chapter 03 · Culture and Cross-Cultural Decisions

Why is demographic segmentation often too weak?

Demographics can help identify or reach a group, but they do not always explain the value sought or likely response. Combine them with needs, behaviour, context and decision criteria so the segment changes what the firm actually does. Chapter 04 · Segmentation, Targeting and Positioning

Should a global product always be standardised?

No. Standardise layers whose value and conditions transfer, and adapt layers affected by regulation, usage, climate, infrastructure, culture or service expectation. The decision should compare scale benefits with customer value and implementation cost. Chapter 05 · Product, Service and Brand Adaptation

What is the biggest risk in international research?

A common risk is false comparability: two datasets or translated questions may use the same label but measure different constructs, populations or periods. Check definitions, collection methods and decision fit before combining them. Chapter 06 · International Research and Market Sizing

Which foreign-market entry mode is best?

There is no universal best mode. Compare the control needed for critical capabilities, the local resources required, uncertainty, investment capacity, partner risk, speed and exit flexibility. The preferred mode fits the specific market and firm. Chapter 07 · Foreign Market Entry and Distribution

What makes a Big Idea strategically strong?

It expresses the chosen position in a fresh, relevant and flexible way, gives the audience a clear benefit and can be supported by proof. It should guide executions rather than replace target, objective or implementation decisions. Chapter 08 · Global Communication and Creative Strategy

When does penetration pricing fit a new market?

It fits when a broad target is price sensitive, lower price can produce substantial volume, costs can decline with scale and competitive entry can be discouraged. It is weak when demand is small, value is distinctive or low price damages the intended position. Chapter 09 · International Pricing and Price Escalation

What is the difference between a goal and an objective?

A goal provides broad direction, while an objective defines the intended result with a measure, target and period. An objective should also imply what decision follows when performance is above or below the threshold. Chapter 10 · Campaign Objectives and Integrated Plan

How to prepare for the assessments

Study MKTG6013 as a chain of decisions rather than ten isolated topics. Begin each week by redrawing the chapter figure and naming the question answered by each arrow or box. Next, take a fresh company and country scenario and write a short response that leads with a recommendation, applies the framework to two facts, identifies the main trade-off and states what evidence should be collected next.

Keep a separate calculation sheet for chain ratios, analogy estimates and landed-price build-ups. Write the unit and the percentage base on every line, then test how the result changes when the weakest assumption moves. For culture, use Hofstede, Hall and self-construal to form hypotheses, but add the local evidence that would confirm or refute them.

For the project, maintain a one-page coherence map linking market evidence, target, position, entry, channel, offer, message, price, objective and control. Every team member should rehearse the entire map because oral questioning can cross module boundaries.

Before any task, read the live instructions and reconcile them with your notes; the captured test pages contain conflicting format details, so current Business School communication must control logistics.

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