Course Title: Global Market Entry Strategies and Operations

Part A: Course Overview

Course Title: Global Market Entry Strategies and Operations

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


RMIT University Vietnam


830H School of Business and Management


Viet1 2020,
Viet3 2020,
Viet1 2021,
Viet3 2021

Course Coordinator: Dr Steven Clarke

Course Coordinator Phone: +842836223638

Course Coordinator Email:

Course Coordinator Location: RMIT Vietnam

Course Coordinator Availability: Appointment via email

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

Researching, evaluating and formulating foreign market entry business strategies is challenging in an ever-changing global economic and international business environment. It is vital for students to see how globalisation has brought about an increasing interconnectedness of countries in business, markets, cultures, policy and regulatory frameworks, and technical revolutions that cannot be dealt with in isolation. When an organisation has made a decision to enter a foreign market, there are numerous options available. These options vary with cost, risk and the degree of control which can be exercised over them.

To drive global success, executives at multinational companies must be skilled at making tough strategic choices and planning, assessing the international competition, leading seamless cross-border operations. Gaining insight into the best practices of global leadership, students will expand their cross-functional capabilities and international perspectives, identify the countries and markets, and marketing methodologies that give your business a strategic advantage—and align your company's multinational activities to create shareholder value.

Students will be able to perform country, regional, industry and firm analyses that influence global organisational competitiveness responding to economic, legal, political and cultural aspects, exchange rates, comparative national advantage, national economic policy, the role of international agreements and customs unions, and balance of trade and payments.

Objectives/Learning Outcomes/Capability Development


  1. Critically analyse and evaluate data to strategic international market entry problems to investigate the critical balance of economic, social, and environmental impacts of globalisation and international issues in a host country.
  2. Incorporate analytical perspectives and strategic insights into the development of an international business plan in order to execute a specific foreign market entry strategy and structure.
  3. Critically analyse and explain deeper insights into the core meaning of international marketing mix elements in the international marketing context, and their inter-element relationships with each other.
  4. Design, justify and apply an organisational code of ethics.
  5. Establish and manage strategic alliances and distribution channels using research, evaluation, and negotiations.
  6. To define and explain how value is created via customer relationships and their strategic implications in the context of competitor and value-chain contexts.

Overview of Learning Activities

The course will consist of a variety of individual and group learning activities. Relevant topics will be covered as to industry problems and solutions, both online and face-to-face workshops. Course work will include discussions requiring your active participation. Experiential exercises will also be included.

Students are expected to understand and practice:

  • Create several presentations using a variety of media.
  • Participate actively in group and course-level discussions.
  • Engage in problem solving and group discussions.
  • Apply knowledge from course content to solve problems.
  • Meet with project teams regularly, either virtually or face-to-face.

Overview of Learning Resources

All required and recommended learning resources will be provided to you through the learning management system (LMS).

You will also have access to the RMIT Library databases and online facilities. If you require assistance with the RMIT library facilities the first person to contact is the Business Liaison Librarian for this school. Contact details for Business Liaison Librarians are located online on the RMIT library website.

Additional industry-based resources may be available to you depending on the nature of your project.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 30%
Linked CLOs: 1, 2, 3, 5
Assessment Task 2: 40%
Linked CLOs: 1, 2, 3, 5, 6
Assessment Task 3: 30%
Linked CLOs: 1, 2, 3, 4, 5, 6

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.