MKTG 4471

International Marketing

3.0 Credits


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.

Delivery Methods


Recommended Requisites

MKTG 2431, IBUS 3511

Exclusion Requisites

BBUS 4470, BBUS 4471, MKGT 4470


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).
  • Develop an effective international marketing plan for use in a foreign market.

Course Outline

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

Course Duration

30 weeks.

Required Text and Materials

Note: Students enrolling in this course will need to source the following textbook on their own:

Cateora, P. Papadopoulos, N. Gilly, M. Graham, J. International Marketing. 3rd Canadian Edition. Toronto, ON: McGraw-Hill Ryerson, 2011.
Type: Textbook, ISBN: 978-007013679-3

Additional Requirements

Computer with internet access is required.

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.


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. Students who fail to submit an assignment or complete a quiz will be assigned a grade of zero for the missing work. The final grade for the course is determined on the following basis:

Assignment 1: Profile 10%
Assignment 2: Analysis 10%
Assignment 3: Strategies 20%
Assignment 4: Plan 10%
Quizzes 10%
Final Exam * 40%
Total 100%

* Mandatory