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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. 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

  • The Scope and Challenges of International Marketing and The Dynamic Environment of International Trade
    • Readings:
      • Chapters 1 & 2
      • Optional Readings: Euro Disney
  • Read Assignments, Review Lecture Material: Chapters 1 & 2 (& download Week 1 notes)
  • Optional Readings: Euro Disney
  • Post and Respond to the Discussion Topic: Describe your company's international products or services. What locations and countries to they operate in?
  • Take Weekly 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 Assignments, Review Lecture Material: Chapters 3, 4 & 5 (& download Week 2 notes)
  • Optional Readings: Cultural Differences in Advertising
  • Post and Respond to the Discussion Topic: Describe the foreign cultural, economic and political environments your company operates in and the unique situations these cause.
  • Take Weekly 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 Assignments, Review Lecture Material: Chapters 6 & 7 (& download Week 3 notes)
  • Post and Respond to the Discussion Topic: Describe the international strategies your company uses in their foreign markets.
  • Take Weekly 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 Assignments, Review Lecture Material: Chapters 8, 9, 10 & 11 (& download Week 4 notes)
  • Post and Respond to the Discussion Topic: Describe how your company conducts market research, and how this helps them with new product launches or expansion into new countries.
  • Take Weekly Quiz

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 Assignments, Review Lecture Material: Chapters 12, 13 & 14 (& download Week 5 notes)
  • Optional Reading: Top 10 Biggest International Mistakes
  • Post and Respond to the Discussion Topic: Describe your company’s export pricing and how they adapt products or services for the overseas market.
  • Take Weekly 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 Assignments, Review Lecture Material: Chapter 15 & 16 (& download Week 6 notes)
  • Optional Reading: International PR
  • Post and Respond to the Discussion Topic: Describe your company’s international communications efforts and how they help the company grow.
  • Take Weekly 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 Assignments, Review Lecture Material: Chapter 17 & 18 (& download Week 7 notes)
  • Post and Respond to the Discussion Topic: Describe your company’s international product management and branding strategies.
  • Take Weekly 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 Assignments, Review Lecture Material: Chapter 19 (& download Week 8 notes)
  • Optional Readings: Strong Dollar, Weak Dollar
  • Post and Respond to the Discussion Topic: Is your company Ethically responsible?
  • Take Weekly Quiz
  • Complete Course Evaluation

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

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

 

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

 

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.