Curriculum Guideline

Personal Selling In International Marketplace

Effective Date:
Course Code
MARK 4400
Personal Selling In International Marketplace
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: 3 Hrs. Seminar: 1 Hr. Total: 4 Hrs.
Method Of Instruction
Methods Of Instruction

There will be a blend of lectures, group discussions, case studies, and guest speakers.  A significant portion of the time will be devoted to role playing with different cultural biases.

Course Description
This course focuses on theoretical and practical techniques used in selling goods and services in the International marketplace. Emphasis will be on dealing with various cultures and ethnic groups that make up the international market. Attention will be paid to adapting the theoretical selling skills to fit different cultural requirements of the market, in order to achieve effective partnerships, culminating in long-term relationships.
Course Content
  1. Partnering in selling.
  2. Flexing to communication styles.
  3. Understanding the international buyer.
  4. Planning and approaching in international marketplace.
  5. Effective presentations.
  6. Negotiating objections or reservations.
  7. Closing and servicing the sale.
  8. Selling ethics.
Learning Outcomes

At the end of the course, the successful student should be able to:

  1. demonstrate knowledge of effective sales techniques;
  2. demonstrate the ability to put these sales techniques into practical use;
  3. explain the different cultural values and expectations of various cultures and ethnic groups, and how to cater to them in a sales situation;
  4. demonstrate the ability to adapt to culturally diverse sales situations.
Means of Assessment
Class participation  10%
Role playing exercises        30%
Written term project  20%
Mid-term examination  20%
Final examination  20%
Total 100%
Textbook Materials

Textbooks and Materials to be Purchased by Students


Avial, R.A. et al.  The Professional Selling Skills Workbook, Latest Ed.  Orlando:  Harcourt Brace.


Chaney and Martin.  Intercultural Business Communication, Latest Ed.  New Jersey:  Prentice Hall.


Guttman, Peter.  The International Consultant,  Latest Ed.  Washington, D.C.:  John Wiley and Sons.