This course will focus on the process for maximizing transactions and relationships across international borders. A wide range of international marketing initiatives will be studied, including: export-import trade, joint ventures, subsidiaries, operations, pricing strategies, and product branding. (3 credits)
- ENG 101: English Composition 1
- ENG 102: English Composition 2
- MKT 220: Principles of Marketing (Recommended)
Student Learning Outcomes (SLOs)
Students who successfully complete this course will be able to:
- Examine the Global Market and how International Marketing impacts our day-to-day life.
- Explain how trade and trade policy affects the world economy.
- Illustrate the cultural, historical and geographical environment on international markets.
- Summarize the economic dynamics of global markets.
- Illustrate the strategic international marketing tactics, planning and their implementation.
- Describe the political and legal environment and its impact on business.
- Identify the organizational and structural planning for international companies.
- Explain marketing research and its importance in international marketing.
- Describe how to enter and expand in a foreign country.
- Explain product adaptation and execution in a foreign market.
- Identify product export and pricing strategies.
- Identify channel distribution and management of logistics.
- Describe marketing communication for an international firm.
- Describe global product and project management and its execution.
- Examine global services management and its execution.
- Explain global pricing strategies and their impact on the market.
- Identify international logistics and material control in a foreign country.
- Describe ethical and global promotion strategies and their impact on the market.
General Education Outcomes (GEOs)
Course Activities and Grading
Midterm Exam (Week 4)
Final Exam (Week 8)
Group Research Project (Week 8)
Weekly grading rubric for Weekly Discussions (up to 10 points/week)
Contributions to the Classroom
Posts 1 main discussion on the weekly topic; and posts 3 or more times/week, responding to classmate's postings.
Posts 1 main discussion on the weekly topic; and posts 2 times/week, responding to classmate's postings.
Posts 1 main discussion on the weekly topic; and posts 1 times/week, responding to classmate's postings.
Posts 1 main discussion on the weekly topic; does not post any responses to classmate's postings.
Does not post 1 main discussion on the weekly topic
Quality of Responses
Posting show evidence of reflection and critical thinking, respond to other students questions and comments, generate new questions and avenues of discussion.
Postings are relevant, respond to others' comments as well as presenting the writer's opinions, often generate further discussion.
Postings are mainly responses to questions, some interaction with other students. Posts are relevant but lack insight and depth.
Postings are direct response to questions, little or no interaction with others. Content uninteresting, irrelevant, and/or too brief for the topic
Demonstrated Understanding of the Reading Assignment
Postings demonstrate a thorough understanding of the reading assignments and are supported by application of theory with examples from the texts and/or websites or personal experience.
Postings demonstrate an understanding of reading assignments: opinions are supported by at least one relevant example from tests, websites and/or personal experience.
Postings demonstrate some understanding of reading assignments by are largely personal opinion not substantiated by examples.
Postings demonstrate very little understanding of the reading assignments
Required TextbooksAvailable through https://bookstore.mbsdirect.net/vbm/vb_home.php?FVCUSNO=35478
- Cateora, Philip R., John Graham & Mary C. Gilly. International Marketing. 17th ed. Richard D. Irwin, Inc., 2016. ISBN-10: 0-07-784216-2 or ISBN-13: 978-0-07-784216-1
- Online weekly class notes, downloadable from the website
- Online marketing-related articles, downloadable from the website (optional)
- EuroDisney (week 1)
- Cultural Differences in Advertising (week 2)
- Top 10 Biggest International Mistakes (week 5)
- International PR (week 6)
- Strong Dollar, Weak Dollar (week 8)
|Week||SLOs||Readings and Exercises||Assignments|
|Topic: International Marketing Overview (The Scope and Challenges of International Marketing and The Dynamic Environment of International Trade)|
|Topic: The Cultural Environment of Global Markets, Part 1 (History, and Geography The Foundation of Culture, Cultural Dynamics in Assessing Global Markets and Culture, Management Style and Business Systems.)|
|Topic: The Cultural Environment of Global Markets, Part 2 (The Political Environment A Critical Concern and The International Legal Environment Playing by the Rules)|
|Topic: Assessing Global Marketing Opportunities (Developing a Global Vision through Marketing Research, Economic Development and the Americas, Europe, Africa and the Middle East and The Asia Pacific Region)|
|Topic: Developing Global Marketing Strategies, Part 1 (Global Marketing Management Planning and Organization, Products and Services for Consumers, Products and Services for Businesses)|
|Topic: Developing Global Marketing Strategies, Part 2 (International Marketing Channels, Integrated Marketing Communications and International Advertising)|
|Topic: Developing Global Marketing Strategies, Part 3 (Personal Selling and Sales Management, Pricing for International Markets)|
|Topic: Implementing Global Marketing Strategies & Ethics (Inventive Negotiations with International Customers, Partners and Regulators)|
Final Paper due: (NOTE: This is a Saturday)
- Student will be applying the principles in the text to a specific company you have chosen from the list provided (Monster.com, Revlon, American Airlines, Levi-Strauss, Coca-Cola, Walt Disney).