Marketing (MKTG) 414

Overview

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.

Outline

After completing this course, you should be able to:

• describe the major concepts, terminologies, frameworks, and practices utilized in the field of international marketing.
• examine the breadth of current and emerging contemporary international marketing trends facing today’s organizations and discuss the implications of these trends for both domestic and global marketing professionals.
• identify the role a country’s history and geography have in defining its culture, and examine the role cultural dynamics, management styles, and business systems have in global market behaviour.
• discuss how international political and legal environments affect global business decisions.
• identify the major product and service decisions made for global businesses and consumers.
• identify the main types of pricing strategies used in international markets.
• examine the various methods of exporting and distribution channels and how to negotiate with international customers, partners, and regulators.
• examine the major tools and theories related to integrated marketing communication, international advertising, personal selling, and sales management, and explain how to select appropriate tools for a variety of global business situations.

Outline

• Lesson 1: The Scope and Challenge of International Marketing
• Lesson 2: Strategies for International Expansion
• Lesson 3: Developing a Global Vision Through Marketing Research
• Lesson 4: Canada in the World and the Dynamic Environment of International Marketing
• Lesson 5: Cultural Dynamics of International Markets and Economic and Technological Environments
• Lesson 6: International Political and Legal Environments
• Lesson 7: Emerging Markets and Market Groups
• Lesson 8: Products and Services
• Lesson 9: International Marketing Channels
• Lesson 10: Integrated Marketing Communications
• Lesson 11: Pricing for International Markets
• Lesson 12: Negotiating in International Markets
• Lesson 13: Managing International Marketing
• Lesson 14: The Future of International Marketing

Evaluation

Your final grade in MKTG 414: International Marketing and Exporting will be based on your performance on three assignments and a final examination. The discussion questions posed in the Discussion Forums are not part of the course assessment. To receive credit for this course, you must receive at least a “D” (50%) on the final examination and a minimum overall course grade of “D” (50 percent). Any assignments that are not submitted will receive a grade of 0%. The weighting of each assessment activity is indicated in the table below.

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

Course Materials

Textbook

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

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 Course Overview

The Challenge for Credit process allows students to demonstrate that they 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 for the Challenge for Credit can be found in the Undergraduate Calendar.

• Undergraduate Challenge for Credit Policy
• Undergraduate Challenge for Credit Procedures

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

• Challenge for Credit Form

Current Grouped Study Locations