This unit provides students with the necessary knowledge and skills to enable them to analyse the dynamics of global marketplace within which an international firm operates. This unit requires students to apply theories of global marketplace, global consumer culture and global online networks to effectively exploit global marketplace opportunities. Students are expected to develop a thorough understanding of the evolving nature of the global marketplace and the virtual marketspace with a view to adding value to an international firm.


Teaching Periods
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Individually and in groups identify the underlying principles and assumptions underpinning theories of global marketplace, global consumer culture and social networks
  • Describe the key components of virtual marketspace affecting the overall global market approach of an international firm
  • Analyse and critique the interface between virtual and brick & mortar operations of an international firm
  • Develop appropriate social network-based strategies with a view to effectively utilising global market opportunities

Teaching methods


Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Phasing out)
1.00 12 weeks 12
Face to Face Contact (Phasing out)
1.00 12 weeks 12
Unspecified Learning Activities (Phasing out)
Independent Learning
9.50 12 weeks 114
Directed Online Learning and Independent Learning
1.00 12 weeks 12


Type Task Weighting ULO's
Assignment 1Individual 20 - 30% 1,2 
Assignment 2Group 20 - 30% 1,3,4 
Reflective JournalIndividual 40 - 60% 1,2,3,4 


  • Evolution of global marketplace and global marketspace
  • Global online (virtual) marketspace behaviour and virtual networking
  • Integration and fragmentation of global marketplace
  • Global consumer culture
  • Global consumer identities in global marketspace
  • Researching the global marketplace
  • Global business firms matching strategies to global marketplace changes
  • Global consumer activism and the virtual networking
  • Ethicality of global marketplace: developing a global ethical framework for international firms and consumers

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.