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MKT 310 : International Marketing

Course Description

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)

Prerequisites

  • 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:

  1. Examine the Global Market and how International Marketing impacts our day-to-day life.
  2. Examine how trade and trade policy affects the world economy.
  3. Illustrate the cultural, historical and geographical environment on international markets.
  4. Summarize the economic dynamics of global markets.
  5. Illustrate the strategic international marketing tactics, planning and their implementation.
  6. Describe the political and legal environment and its impact on business.
  7. Identify the organizational and structural planning for international companies.
  8. Explain marketing research and its importance in international marketing.
  9. Describe how to enter and expand in a foreign country.
  10. Explain product adaptation and execution in a foreign market.
  11. Identify product export and pricing strategies.
  12. Identify channel distribution and management of logistics.
  13. Describe marketing communication for an international firm.
  14. Describe global product and project management and its execution.
  15. Examine global services management and its execution.
  16. Explain global pricing strategies and their impact on the market.
  17. Identify international logistics and material control in a foreign country.
  18. Describe ethical and global promotion strategies and their impact on the market.

General Education Outcomes (GEOs)

Please check the applicable GEOs for this course, if any, by outcomes at GEO Category Search, or by subject area at GEO Discipline Search.

Course Activities and Grading

Assignments

Points

Weight

Discussions

80

20%

Midterm Exam (Week 4)

80

20%

Final Exam (Week 8)

80

20%

Group Research Project (Week 8)

80

20%

Quizzes

40

10%

Peer Evaluation

40

10%

Total

400

100%

Required Textbooks

Available through Charter Oak State College's online bookstore

  • 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

Additional Resources

  • Weekly class notes, downloadable from the website
  • 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)

Course Schedule

Week

SLOs

Readings and Exercises

Assignments

1

1,2

Topic: International Marketing Overview

  • The Scope and Challenges of International Marketing and The Dynamic Environment of International Trade
    • Readings:
      • Chapters 1 & 2
      • Optional Readings: Euro Disney
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe your company's international products or services. What locations and countries do they operate in?
  • Complete Quiz

2

3,4,5

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.
    • Readings:
      • Chapters 3, 4 & 5
      • Optional Readings: Cultural Differences in Advertising
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe the foreign cultural, economic and political environments your company operates in and the unique situations these cause.
  • Complete Quiz

3

6,7

Topic: The Cultural Environment of Global Markets, Part 2

  • The Political Environment A Critical Concern and The International Legal Environment Playing by the Rules.
    • Readings:
      • Chapters 6 & 7
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe the international strategies your company uses in their foreign markets.
  • Complete Quiz

4

8,9

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.
    • Readings:
      • Chapters 8, 9, 10 & 11
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe how your company conducts market research, and how this helps them with new product launches or expansion into new countries.
  • Complete Quiz
  • Complete Midterm Exam

Midterm Exam
Covers chapters 1-9
SLOs 1-9

5

10,11

Topic: Developing Global Marketing Strategies, Part 1

  • Global Marketing Management Planning and Organization, Products and Services for Consumers, Products and Services for Businesses.
    • Readings:
      • Chapters 12, 13 & 14
      • Optional Reading: Top 10 Biggest International Mistakes
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe your company’s export pricing and how they adapt products or services for the overseas market.
  • Complete Quiz

6

12,13

Topic: Developing Global Marketing Strategies, Part 2

  • International Marketing Channels, Integrated Marketing Communications and International Advertising.
    • Readings:
      • Chapters 15 & 16
      • Optional Reading: International PR
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe your company’s international communications efforts and how they help the company grow.
  • Complete Quiz

7

14,15,16

Topic: Developing Global Marketing Strategies, Part 3

  • Personal Selling and Sales Management, Pricing for International Markets.
    • Readings:
      • Chapters 17 &18
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Describe your company’s international product management and branding strategies.
  • Complete Quiz

8

17,18

Topics: Implementing Global Marketing Strategies & Ethics

  • Inventive Negotiations with International Customers, Partners and Regulators.
    • Readings:
      • Chapter 19
      • Optional Readings: Strong Dollar, Weak Dollar
  • Read assigned material
  • Review the Lecture notes
  • Participate in the Discussions
  • Post and Respond to the Discussion - Is your company Ethically responsible?
  • Complete Quiz
  • Complete Final Exam
  • Complete Course Evaluation

Final Exam (Due Saturday)
Covers Chapters 9-18
SLOs 9-18

COSC Accessibility Statement

Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.

COSC Policies, Course Policies, Academic Support Services and Resources

Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.