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
Upon completion of this course, students should be able to:
- Apply the key terms, definitions, and concepts used in marketing with an international
- Compare the value of developing global awareness vs. a local perspective in marketing.
- Evaluate different cultural, political, and legal environments influencing international
- 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
- 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).
- 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:
- 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
Computer with internet access is required.
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)
|Assignment 1: Country Profile
|Assignment 2: Market Entry Mode
|Assignment 3: Product and Distribution Strategies
|Assignment 4: Promotion Strategy, Price Strategy, and Reflective Summary
|Final Exam (mandatory)
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.