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.
- Nature, scope, challenge and functions of international marketing
- International trade – the environment, the players, and the dynamics
- International market assessment, analysis and marketing research
- Legal, economic, cultural, financial and political environment of international marketing
- Decisions, analysis and investment strategies for entering international markets
- The specific case for foreign direct investment
- Developing and adapting products for international markets
- Emerging markets, world market regions and market agreements
- International communications
- Promotion considerations and strategies
- Business customs and environments
- Export and global pricing strategies
- Distribution strategies and logistics for the international marketplace
- Marketing of services globally
- Exporting, logistics, international marketing channels and organization
- E-commerce, E-marketing, and Web-based Marketing Technologies
- Dealing with international customers, partners, regulators and governments
- Developing a global vision and perspective
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.
Means of Assessment
|Major Term Project
|Cases (2 - 4)
The student will be able to:
- develop a general overview and understanding of international marketing;
- identify and analyze the marketing environment unique to various key nations;
- illustrate marketing techniques and strategies necessary to compete in the global market place;
- compare and contrast the global marketing strategies of multi-national enterprises with typical strategies of small-to medium-sized businesses.
- address global issues and describe concepts relevant to all international marketers
- generate an approach for identifying and analyzing the key cultural and environmental characteristics of any nation or global region
- understand international marketing management from a global perspective
Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.
Below shows how this course and its credits transfer within the BC transfer system.
A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.
For more information on transfer visit the BC Transfer Guide and BCCAT websites.
If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.