MKTG 7020 Multicultural Marketing

Credit Points 10

Legacy Code 200731

Coordinator Farid Ahmed Opens in new window

Description This unit provides students with the opportunity to learn about the cultural orientations of different groups of people often indigenous cultures are ignored by multinational companies, this unit will, by using the Australian Indigenous culture as an exemplar, explore the issue of marketing to a number of diverse cultures within the one national boarder. The course is designed specifically to assist students in developing a genuine appreciation for other cultures apart from one's own. It is hoped that the end result will be the attainment of a level of empathy that may assist in one's adaptation to another culture.

School Business

Discipline Marketing

Student Contribution Band HECS Band 4 10cp

Level Postgraduate Coursework Level 7 subject

Equivalent Subjects LGYA 8748 - Multinational Relationship Marketing


Students must be enrolled in a postgraduate program.

Learning Outcomes

On successful completion of this subject, students should be able to:

  1. Recognise and be sensitive to differing cultural groups within a society
  2. Examine issues of various Indigenous cultures within one national border
  3. Identify in a given marketing setting the relevant cultural variables that have a major impact in the success of a marketing strategy and adapt accordingly.
  4. Consider the process involved in building an effective transcendent team which transcends domestic/local gravities in a sales/marketing environment.

Subject Content

Overview of Cultural Orientations (Including Indigenous)
Approaches and theories to examine cultural differences
Key Ingredients for a good International Manager
Sales and Negotiation Styles
Country specific Sales Strategies and Compensation Plans
The Key to build relationships with customers and consumers
Ethical Considerations

Teaching Periods

Structures that include subject