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Global Marketing and Entrepreneurship - MARK6008
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Course Outline: MARK6008 Course Outline
 
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

This course explores the identification and realisation of global marketing opportunities for new and existing organizations. An increasingly used strategy to commercialise new and innovative product ideas is to identify and exploit global niches. The aim of this course is for participants to understand the critical issues involved in launching a new venture with global potential as either a standalone business or as part of an existing organization. Topics include: the entrepreneurial process; identification of global niches; commercialisation of new technologies, products and services; customer and market analysis; how to protect and leverage intellectual property (including brands); marketing for new ventures; inhibitors of new venture creation and growth; identifying and securing required resources; and developing a business case and 'pitch' for relevant stakeholders. The emphasis in this course is the practical application of marketing and entrepreneurship theory in the context of new global products and services.

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.