MKTG 414 looks into the business activities related to planning, pricing, promoting, and directing the flow of a company’s products and services to foreign markets. A critical step in the process of going international is recognizing that while international marketers should aim for marketing standardization (by adopting the global marketing orientation philosophy), business practices in general and marketing strategies and programs in particular should still be embedded in every host country’s social, economic, cultural, political, and geographical environments. In other words, to be successful in international markets, it is imperative to have a deep understanding of every host country’s customs, values, policies, and institutions and to design marketing activities accordingly. Additionally, an international company should be aware of any other international agreements and institutions that affect trade between its home country and its targeted foreign markets. From this perspective, international marketing should be viewed as an integrated discipline that combines several other disciplines: economics, anthropology, cultural studies, history, demographics, languages, law, statistics, geography, and international trade.
By building on several disciplines, this course will provide you with useful knowledge that can help you become an effective international marketer. The course will not prepare you to become an expert in any of the disciplines listed above; instead, it will stimulate your intellectual curiosity about various critical issues and provide you with analytical frameworks that are necessary for understanding different cultural environments in global markets and assessing global marketing opportunities.
The course also offers you ample knowledge for developing and implementing global marketing strategies. At the end of this course, you should be able to help an organization answer two questions: Which international markets should we enter? and How do we enter international markets? These key questions summarize the formulation of an international marketing strategy.
Outline
Lesson 1: Introduction to International Marketing
Lesson 2: International Marketing Planning, Organizing, and Control
Lesson 3: Market Research in the International Environment
Lesson 4: Global Trade and Integration
Lesson 5: Culture in International Markets
Lesson 6: Country Selection and Entry Strategies
Lesson 7: Market Segmentation and Positioning
Lesson 8: Product and Brand Marketing
Lesson 9: Product Standardization and Adaptation
Lesson 10: International Distribution Channels
Lesson 11: Integrated Marketing Communications
Lesson 12: Sales Promotion and Public Relations
Lesson 13: Pricing for International Markets
Evaluation
Your final grade in MKTG 414: International Marketing and Exporting will be based on your performance on a term project, five learning forums, and a final examination.
achieve a minimum overall course grade of D (50 percent)
The weighting of each assessment activity is indicated in the table below.
Activity
Weight
Term Project Proposal
0% of final mark, but must be approved by Academic Expert
Term Project Report
20% of final mark
Participation in five Learning Forums
10% each, for a total of 50% of final mark
Final Exam
30% of final mark
Total
100%
The final examination for this course must be taken online with an AU-approved exam invigilator at an approved invigilation centre. It is your responsibility to ensure your chosen invigilation centre can accommodate online exams. For a list of invigilators who can accommodate online exams, visit the Exam Invigilation Network.
To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.
Materials
Baack, D. W., Czarnecka, B., & Baack, D. (2019). International Marketing (2nd ed.). Los Angeles: Sage Publications Inc. ISBN 978-1-5063-8921-9 (hardcover); 978-1-5063-8922-6 (paperback). (eText)
All other learning resources will be available online.
Challenge for credit
Overview
The Challenge for credit process allows you to demonstrate that you have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university-level course.
Full information about Challenge for credit can be found in the Undergraduate Calendar.
Evaluation
To receive credit for the MKTG 414 challenge registration, you must achieve a grade of at least D (50 percent)on the examination.
Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized study counterparts.
Opened in Revision 10, September 9, 2019
Updated November 5, 2021, by Student & Academic Services