MKTG 4471 - International Marketing

Course Description

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

• 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 are responsible for purchasing the required materials on their own:

• Cateora, P. R., Money, R. B., Gilly, M. C., & Graham, J. L. (2024). International marketing (19th ed., International Student Ed.). McGraw-Hill LLC. 
  Type: E-Textbook. ISBN: 9781266312557

Note:This item can be purchased directly from Campus eBookstore via Wolfie's Campus Store.

Additional requirements

The course assignments require a device capable of recording video (e.g., smartphone, laptop computer, desktop computer) and basic video editing software of your choice.

Assessments

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

Recommended requisite(s)

• MKTG 2431
• IBUS 3511

Exclusions

• MKGT 4470
• BBUS 4470
• BBUS 4471