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Thompson Rivers University
Thompson Rivers University

MKTG 4471: International Marketing

Students explore all aspects of marketing from a global perspective to better respond to international opportunities and competitive situations. Topics include an overview of international marketing; social, cultural, political, and legal environments; international market-entry opportunities; planning and managing market entry strategies and products; global distribution and pricing; international promotion, sales, and negotiation; and international market planning.

Learning outcomes

Upon completion of this course, students 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).

Course topics

  • Module 1: Introduction to International Marketing
  • Module 2: The Cultural, Political, and Legal Environment
  • Module 3: The Economic Environment, Regional Integration, and Marketing Management
  • Module 4: Product and Distribution Strategies
  • Module 5: Promotion and Price Strategies

Required text and materials

Students will receive the following:

  1. Cateora, P. R., Money, R. B., Gilly, M. C., & Graham, J. L. (2020). International marketing (18th ed.). New York, NY: McGraw-Hill Education.
    Type: Textbook.: ISBN: 978-1-260-54787-0


Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact with any questions about this.

To successfully complete the course, students must achieve a passing grade of 50% or higher on the overall course, and 50% on the final mandatory exam.

Quizzes (combined percentage for all quizzes) 10%
Assignment 1: Country Profile 10%
Assignment 2: International Marketing Management 10%
Assignment 3: Product Strategy and Distribution Strategy 10%
Assignment 4: Promotion Strategy, Price Strategy, and Reflective Summary 20%
Final Exam (mandatory) 40%
Total 100%

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.

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