325-204 Global Markets

Note

Students may not gain credit for this subject if 236-224/324 The Consumer Age was passed in 1997 or a previous year.

Coordinator

Prerequisites

327-211/311 Principles of Marketing or 327-102 Australian Business in the Global Economy or 327-103 The Asian Economies or 316-101 Introductory Microeconomics or 316-102 Introductory Macroeconomics or other approved first year subject for students not in the BCom.

Semester

Contact

Subject Description

The subject is organised into three sections. Section 1 is concerned with the notion of global products and global consumers. It examines whether there has been a globalisation of markets and whether there has been a convergence of consumer tastes. The forces promoting and limiting globalisation are examined. Section 2 examines the international marketing of consumer goods. The emphasis is on promotial issues. Advertising and the advertising industry are examined, as are the nature and the role of brandnames. Section 3 provides a comparative analysis of retailing: similarities and differences in the nature of retailing in a variety of countries, including the USA, Japan and China, are examined. Special attention is given to the internationalisation of retailing.

Assessment

A 2-hour end-of-semester examination (60%) and an assignment of no more than 3000 words (40%).