International Marketing

Curriculum guideline

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Course
MARK 5300
Discontinued
No
Course code
MARK 5300
Descriptive
International Marketing
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
201330
PLAR
No
Semester length
15 Weeks
Max class size
30
Contact hours
Lecture: 2 Hrs. Seminar: 2 Hr. Total: 4 Hrs.
Learning activities

A variety of pedagogical methods will be used in this course.  They will include: lectures, group and class discussions, case studies, guest speakers, web analysis and audio-visuals, student projects involving external research, analysis, recommendations, report writing and presentations.

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 explanation 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. identify global issues and explain those 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. explain 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

Prerequisites

MARK 5120