This course is designed to provide the student with an overview of the international marketing arena. The course deals with all aspects of marketing from an international perspective and pre-pares students to deal with foreign competitive situations and international opportunities. It also includes material on e-commerce and internet marketing. It offers practical hands-on exposure to marketing challenges faced by Canadian small and medium-sized businesses.
This course is web-based, with continuous enrollment.
BBUS 3431. BBUS 3651 and BBUS 3471 are recommended.
The goal of this course is to introduce you to international marketing and to the dynamic and competitive nature of trade in countries other than Canada. You will learn international marketing strategies and will be able to describe the international marketing process.
Upon completion of this course, you should be able to:
- Apply the key terms, definitions, and concepts used in marketing with an international perspective.
- Compare the value of developing global awareness vs. a local perspective in marketing.
- Evaluate different cultural, political, and legal environments influencing international trade.
- Distinguish the advantages and disadvantages Canadian products and services possess in international marketing in both emerging markets and mature markets.
- Explain the impact of global and regional influences on products and services for consumers and businesses.
- Apply basic internationally oriented marketing strategies (total product concept, pricing, place, and promotion).
- Develop creative international market entry strategies.
- Understand the importance of the Internet for global business.
- Explain the differences in negotiating with marketing partners from different countries and the implications for the marketing strategies (4Ps).
- Develop an effective international marketing plan for use in a foreign market.
The following are the modules and their respective topics:
Module 1: Introduction to International Marketing
- Topic 1: Scope of International Marketing
- Topic 2: Economic Environment and International Trade
- Topic 3: Influence of the Canadian National Identity on the Marketing of Products
- Topic 4: International Marketing: Why It Matters
Module 2: The International Marketing Environment
- Topic 1: Social and Cultural Considerations in International Marketing
- Topic 2: Assessing the Political Environment
- Topic 3: The International Legal Environment
Module 3: Assessing International Market-Entry Opportunities
- Topic 1: Assessing International Opportunities through Marketing Research
- Topic 2: Emerging Markets
- Topic 3: Multinational Market Regions and Market Groups
Module 4: Planning and Managing Market Entry Strategies and Products
- Topic 1: International Marketing Management
- Topic 2: Marketing Consumer Products and Services Globally
- Topic 3: International Business-to-Business Marketing
Module 5: Global Distribution and Pricing
- Topic 1: Channels of International Distribution
- Topic 2: Marketing Logistics and Exporting
- Topic 3: International Pricing Strategies
Module 6: International Promotion, Sales, and Negotiation
- Topic 1: Global Marketing Communication and Advertising
- Topic 2: International Selling and Sales Management
- Topic 3: Negotiation with International Customers, Partners, and Regulators
Module 7: International Marketing Plan
- Topic 1: International Marketing Planning Process
- Topic 2: Outline of an International Marketing Plan
30 weeks is the maximum duration, but the course can be completed in less time if so desired (approximately 16 weeks is suggested).
Required Text and Materials
Cateora, P. Papadopoulos, N. Gilly, M. Graham, J. International Marketing
. 3rd Edition. Toronto, ON: McGraw-Hill Ryerson, 2011.
Type: Textbook, ISBN: 978-007013679-3
A PC with Windows (XP or newer) with Internet access and MS Office Software.
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students, primarily through the course's Blackboard e-mail facility. Students may also talk to their Open Learning Faculty Member on the phone when mutually convenient.
The assignments are worth 50% of your course grade (the last assignment includes a section relating to the course's on-line discussion activities), on-line quizzes are worth 10%, and the final exam is worth 40% of the total course mark.
To successfully complete the course, you must achieve a passing grade of 50% or higher on the overall course, and on the final exam. Students who fail to submit an assignment or complete a quiz will be assigned a grade of zero for the missing work.
Your final grade for the course is determined on the following basis:
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