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.
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).
- 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:
- 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 firstname.lastname@example.org 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%|
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.