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.

Objectives

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 outline

  • 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 need to source the following on their own:

  1. Cateora, P. R., Gilly, M. C., Graham, J. L., & Money, R. B. (2016). International Marketing (17th ed.). New York, NY: McGraw-Hill Education.
    Type: Textbook: ISBN-13: 978-0-07-784216-1 ISBN-10: 0-07-784216-2

Additional requirements

Computer with internet access is required.

Assessments

Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

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: Market Entry Mode 10%
Assignment 3: Product and Distribution Strategies 10%
Assignment 4: Promotion Strategy, Price Strategy, and Reflective Summary 20%
Final Exam (mandatory) 40%
Total 100%

Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environments “Mail” tool or by phone. Students will receive the necessary contact information at the start your course.

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