MKZ5955 Marketing and the international consumer
Faculty of Business and Economics
MKZ5955 Marketing and the international consumer is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2025 in Semester 1 at Suzhou (SEU). It has no prerequisites.
- Credit points
- 6
- Offered in 2025
- Semester 1
- Suzhou (SEU)
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKZ5955
Prohibitions
You can't enrol if you have passed any of these.
After MKZ5955
No unit lists MKZ5955 as a prerequisite in the 2025 handbook.
Enrolment rules
You must be enrolled in course B6008 to undertake this unit.
Equivalent units
The same content under another code. Only one of them counts.
Overview
Marketing activities undertaken by organisations; value exchange concepts and processes; the marketing concept from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation's SBUs, product strategies and product development; use of marketing decision making tools at an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures with emphasis on international aspects of marketing and consumer behaviour.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Suzhou (SEU) | On campus |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
examine the concepts and theories of marketing and apply them to an international context
- 2
analyse, evaluate, and interpret complex and sometimes contradictory marketing phenomena in an international context
- 3
apply the basic techniques and tools of marketing management to local and international environments
- 4
examine the scope and role of the marketing function and its relationship to organisational strategies and critically evaluate how functional marketing plans can be developed and implemented
- 5
compare and contrast various marketing theories and practices and develop recommendations for strategic action.
Workload and teaching
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Philip Kotler and Kevin Lane Keller (2016), Marketing Management, 15th edition, Pearson.
Contacts
- Chief Examiners
- Dr Qijie Xiao
Common questions
What are the prerequisites for MKZ5955?
MKZ5955 has no prerequisites, but enrolment rules apply.
When is MKZ5955 offered?
In 2025, MKZ5955 runs in Semester 1 at Suzhou (SEU).
How much work is MKZ5955?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKZ5955 have an exam?
No. MKZ5955 has 1 assessment task and no exam.