MKTG 4471: International Marketing
Students explore all aspects of marketing from a global perspective to better respond to international opportunities and competitive situations. Topics include an overview of international marketing; social, cultural, political, and legal environments; international market-entry opportunities; planning and managing market entry strategies and products; global distribution and pricing; international promotion, sales, and negotiation; and international market planning.
Learning outcomes
- Apply the key terms, definitions, and concepts used in marketing with an international perspective.
- Compare the value of developing global awareness vs. a local perspective in marketing.
- Evaluate different cultural, political, and legal environments influencing international trade.
- Distinguish the advantages and disadvantages Canadian products and services possess in international marketing in both emerging markets and mature markets.
- Explain the impact of global and regional influences on products and services for consumers and businesses.
- Apply basic internationally oriented marketing strategies (total product concept, pricing, place, and promotion).
- Develop creative international market entry strategies.
- Understand the importance of the Internet for global business.
- Explain the differences in negotiating with marketing partners from different countries and the implications for the marketing strategies (4Ps).
Course topics
- Module 1: Introduction to International Marketing
- Module 2: The Cultural, Political, and Legal Environment
- Module 3: The Economic Environment, Regional Integration, and Marketing Management
- Module 4: Product and Distribution Strategies
- Module 5: Promotion and Price Strategies
Required text and materials
Students require the following e-textbook, which can be purchased directly from the TRU bookstore site at: https://thebookstore.tru.ca/site_digital.asp
- Cateora, P. R., Money, R. B., Gilly, M. C., & Graham, J. L. (2024). International marketing (19th ed., International Student Ed.). McGraw-Hill LLC.
Type: E-Textbook. ISBN: 9781266312557
Additional requirements
The course assignments require a device capable of recording video (e.g., smartphone, laptop computer, desktop computer) and basic video editing software of your choice.
Assessments
Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact exams@tru.ca with any questions about this.
To successfully complete the course, students must achieve a passing grade of 50% or higher on the overall course, and 50% on the mandatory final exam.
| Assignment 1: Country Profile | 10% |
| Assignment 2: International Marketing Management | 10% |
| Assignment 3: Product Strategy and Distribution Strategy | 10% |
| Assignment 4: Promotion Strategy, Price Strategy, and Reflective Summary | 20% |
| Quizzes | 10% |
| Mandatory Final Exam | 40% |
| Total | 100% |
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.
