International Marketing

Curriculum Guideline

Effective Date:
Course Code
MARK 3300
International Marketing
Commerce & Business Administration
Start Date
End Term
Not Specified
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Contact Hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Method Of Instruction
Methods Of Instruction

A variety of pedagogical methods will be used in this course.  They will include: lectures, group and class discussions, case discussions and presentations, guest speakers, web analysis and audio-visuals.

Course Description
This course examines international marketing activities of firms operating in the global marketplace, and relates marketing to specific international conceptual and empirical issues. The course builds on the basic principles of marketing, marketing research, planning and strategy and explores their use in global applications. Particular emphasis is placed on gathering international market intelligence, identifying current issues impacting on organizations operating internationally, and developing competitive international marketing strategies. The course will explore differences in global environment in different cultures; the political, legal, and economic conditions that affect market entry strategies and marketing mix decisions; and the development of marketing plans for non-Canadian situations.
Course Content
  1. Nature, scope, challenge and functions of international marketing
  2. International trade – the environment, the players, and the dynamics
  3. International market assessment, analysis and marketing research
  4. Legal, economic, cultural, financial and political environment of international marketing
  5. Decisions, analysis and investment strategies for entering international markets
  6. The specific case for foreign direct investment
  7. Developing and adapting products for international markets
  8. Emerging markets, world market regions and market agreements
  9. International communications
  10. Promotion considerations and strategies
  11. Business customs and environments
  12. Export and global pricing strategies
  13. Distribution strategies and logistics for the international marketplace
  14. Marketing of services globally
  15. Exporting, logistics, international marketing channels and organization
  16. E-commerce, E-marketing, and Web-based Marketing Technologies
  17. Dealing with international customers, partners, regulators and governments
  18. Developing a global vision and perspective
Learning Outcomes

The student will be able to:

  1. develop a general overview and understanding of international marketing;
  2. identify and analyze the marketing environment unique to various key nations;
  3. illustrate marketing techniques and strategies necessary to compete in the global market place;
  4. compare and contrast the global marketing strategies of multi-national enterprises with typical strategies of small-to medium-sized businesses.
  5. address global issues and describe concepts relevant to all international marketers
  6. generate an approach for identifying and analyzing the key cultural and environmental characteristics of any nation or global region
  7. understand international marketing management from a global perspective
Means of Assessment
Major Term Project  20%
Cases (2 - 4)  20%
Class Participation  10%
Article Presentation  10%
Midterm Examination   20%
Final Examination  20%
Total 100%
Textbook Materials

Textbooks and Materials to be Purchased by Students

International Marketing, latest Canadian Edition
Authors: Philip Cateora; John Graham; Edward Bruning;
McGraw Hill (Canadian Higher Education) or similar resource

Global Marketing: Foreign Entry, Local Marketing, and Global Management
Author: Johny Johansson;
McGraw Hill (Canadian Higher Education), latest edition or similar resource