International Marketing

Curriculum Guideline

Effective Date:
Course Code
MARK 3300
International Marketing
Commerce & Business Administration
Start Date
End Term
Semester Length
15 Weeks
Max Class Size
Contact Hours

Lecture: 2 Hours/week

Seminar: 2 Hours/week 

Method(s) Of Instruction
Learning Activities

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; the development of marketing plans for non-Canadian situations; and the impact of digital media and globalization in international business.
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 various entry models for international marketing
  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. E-commerce, digital marketing and new technologies
  16. Dealing with international customers, partners, regulators and governments
Learning Outcomes

The student will be able to:

  1. develop a general overview and understanding of international marketing;
  2. 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. analyze and apply global issues and concepts relevant to all international marketers;
  6. identify and analyze the key cultural and environmental characteristics of any nation or global region and;
  7. develop an international marketing management strategy from a global perspective.
Means of Assessment

Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.

Major Term Project  20-30%
Assignments  15-30%
Class Participation  5-10%
Midterm Examination   15-20%
Final Examination  15-25%
Total 100%

Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with the 50% calculated on a weighted average basis.

Students must complete all projects, assignments and write all examinations in order to be eligible for a passing grade in the course.

Textbook Materials

Textbooks and Materials to be Purchased by Students

International Marketing, 
Authors: Baack, Czarnecka & Baack;
Sage Publications, Inc. latest edition
(and/or other textbook(s) and/or other material approved by the department)