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:
- Examine the Global Market and how International Marketing impacts our day-to-day life.
- Examine 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.
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. 18th ed. Richard D. Irwin, Inc., 2020. ISBN-10: 1-260-66553-4 or ISBN-13: 978-1-26066553-6 [Looseleaf version]
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
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2 | 3,4,5 | Topic: The Cultural Environment of Global Markets, Part 1
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3 | 6,7 | Topic: The Cultural Environment of Global Markets, Part 2
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4 | 8,9 | Topic: Assessing Global Marketing Opportunities
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Midterm Exam | |||
5 | 10,11 | Topic: Developing Global Marketing Strategies, Part 1
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6 | 12,13 | Topic: Developing Global Marketing Strategies, Part 2
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7 | 14,15,16 | Topic: Developing Global Marketing Strategies, Part 3
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8 | 17,18 | Topics: Implementing Global Marketing Strategies & Ethics
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Final Exam (Due Saturday) | |||
Additional Information:
- 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).
- In the first week, select a company that you will be using as a “case study” for the whole semester. It doesn’t matter which company you choose, but it should be one you are interested in as you’ll be using the same company all semester long. The company will also determine which group you are assigned to.
- All of the students who have chosen the same company will now be a group, working together for the rest of the semester. Note: There is a maximum of 5 students per group. Companies will be chosen by students on a first come, first serve basis.
- Each week, you will read the text assignments and online class notes (as well as any additional or optional readings).
- Each week, you will complete research on the weekly post-topic and how it pertains to your company. You will post your main discussion post and follow-up posts.
- Each week, you will complete the weekly quiz.
- At the semester mid point, you will complete the mid-term exam
- At the end of the semester, you will complete the final exam
- At the end of the semester, you will submit your Final Project
- At the end of the semester, you will submit a peer review grade for students in your 'case study' company.
Weekly grading rubric for Weekly Discussions (up to 10 points/week)
Assessment Criteria | 10 (Excellent) | 9 (Good) | 8 (Fair) | 7 (Poor) | 0 (Fail) |
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 |
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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 |
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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.