Marketing (MKTG) 414

International Marketing and Exporting (Revision 10)

MKTG 414

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Delivery Mode: Individualized study online (with eTextbook)

Credits: 3

Area of Study: Applied Studies
(Business and Administrative Studies)

Prerequisite: MKTG 396 or an equivalent introductory marketing course

Faculty: Faculty of Business

MKTG 414 has a Challenge for Credit option.

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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.


  • 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


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.

To receive credit for this course, you must

  • submit the term project report
  • participate in all five learning forums
  • receive at least 50% on the 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 Weighting
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%

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Note: The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and a current web browser is available for your use at the invigilation centre.

Course Materials


Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

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).

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other Resources

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.

Challenge Evaluation

To receive credit for the MKTG 414 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

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.

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