Active Outline

General Information

Course ID (CB01A and CB01B)
BUSD073.
Course Title (CB02)
International Marketing
Course Credit Status
Credit - Degree Applicable
Effective Term
Fall 2023
Course Description
An introduction to the marketing practices that organizations employ when operating across national borders, with a focus on foreign marketing environments, people, and cultures and their influences on the total marketing process.
Faculty Requirements
Course Family
Not Applicable

Course Justification

This course is transferable to CSU. It is required for students seeking to earn our AA degree in Marketing Management. This course provides students with essential frameworks for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region, and gain critical thinking and analytical skills required to develop international marketing plans using a set of marketing mix elements.

Foothill Equivalency

Does the course have a Foothill equivalent?
No
Foothill Course ID

Course Philosophy

Formerly Statement

Course Development Options

Basic Skill Status (CB08)
Course is not a basic skills course.
Grade Options
  • Letter Grade
  • Pass/No Pass
Repeat Limit
0

Transferability & Gen. Ed. Options

Transferability
Transferable to CSU only

Units and Hours

Summary

Minimum Credit Units
5.0
Maximum Credit Units
5.0

Weekly Student Hours

TypeIn ClassOut of Class
Lecture Hours5.010.0
Laboratory Hours0.00.0

Course Student Hours

Course Duration (Weeks)
12.0
Hours per unit divisor
36.0
Course In-Class (Contact) Hours
Lecture
60.0
Laboratory
0.0
Total
60.0
Course Out-of-Class Hours
Lecture
120.0
Laboratory
0.0
NA
0.0
Total
120.0

Prerequisite(s)

Corequisite(s)

Advisory(ies)

EWRT D001A or EWRT D01AH or ESL D005.

Limitation(s) on Enrollment

Entrance Skill(s)

General Course Statement(s)

Methods of Instruction

Lecture and visual aids

Discussion of assigned reading

Discussion of assigned videos

Collaborative learning and small group exercises

Quiz and examination review performed in class

Guest speakers

Other: Case study Analysis

Assignments

  1. Required reading from the textbook and supplemental business sources.
  2. Analysis and discussion of business case studies to understand the complexity of the international markets.
  3. Directed research paper in which the student examines the international marketing environment and develops an international marketing plan for a specific product in one or more specific countries.

Methods of Evaluation

  1. One or more quizzes and/or midterms, and a final exam that appraise comprehension and require synthesis and application of course material.
  2. Use student participation in class discussion of case studies to evaluate the student’s ability to critically evaluate the key concepts covered in the international marketing course, apply these concepts, and recommend and support a course of action.
  3. Students will develop an international marketing plan for a product in a foreign market. This paper will assess the effectiveness of the student’s research, writing, and critical thinking skills.

Essential Student Materials/Essential College Facilities

Essential Student Materials: 
  • None.
Essential College Facilities:
  • None.

Examples of Primary Texts and References

AuthorTitlePublisherDate/EditionISBN
Cateora, Philip., Graham, John., and Gilly, Mary . "International Marketing", 17th Edition; McGraw-Hill Irwin, 2016.

Examples of Supporting Texts and References

AuthorTitlePublisher
Recommended readings: Harvard Business Review, Business Week, Wall Street Journal, Asian Wall Street Journal, The Economist and The International Herald Tribune.
United Nations Statistical Yearbook, Published annually by the United Nations, New York.
International Marketing Data and Statistics (http://www. euromonitor.com)
World Economic Forum website (www.weforum.org)
World Development Forum (http://www.worldbank.org)
World Tables (http://www.worldbank.org)
The Economist Intelligence Unit (formerly Business International), 111 West 57th Street, New York, NY 10019, (212) 554-0600. http://www.eiu.com/home.aspx

Learning Outcomes and Objectives

Course Objectives

  • Examine the scope of international marketing and the dynamic environment of international trade.
  • Analyze the impact of cultural, political and legal differences on effective marketing practices in the international business environment.
  • Identify and evaluate potential business opportunities in international markets.
  • Plan, and discuss how to manage, international market entry strategies.
  • Develop an international marketing plan.
  • Evaluate alternative international marketing strategies relating to product/service management and global branding.
  • Examine international distribution and pricing strategies.
  • Examine international promotion, sales, and negotiation.
  • Examine and assess the impact of the Internet on international marketing practices.

CSLOs

  • Identify and evaluate the challenges presented by various dimensions of marketing environments in foreign markets.

  • Examine and assess global marketing opportunities, and identify appropriate market entry strategies.

  • Develop an international marketing strategic plan for a product or service or business using the strategic marketing mix elements of product, distribution, price and promotion.

Outline

  1. Examine the scope of international marketing and the dynamic environment of international trade.
    1. Recognize the scope of International Marketing and why it matters.
    2. Explain the stages of becoming international and the marketing concepts used in international marketing management.
    3. Examine important aspects of international trade.
    4. Relate the role of the internet in international business.
  2. Analyze the impact of cultural, political and legal differences on effective marketing practices in the international business environment.
    1. Explore the effect of cultural differences on international marketing.
    2. Discuss the differences in behavior patterns that are important to adapt or accommodate to.
    3. Assess the political environment.
    4. Review the international legal environment.
    5. Discuss the growing problem of environmental damage and its effect on international marketing opportunities.
    6. Recognize the importance of making ethical and socially responsible decisions.
  3. Identify and evaluate potential business opportunities in international markets.
    1. Assess international opportunities through marketing research.
    2. Examine the connection between the economic level of a country and the market opportunities.
    3. Explore the developing markets in the Americas.
    4. Discuss the growth of new market segments and the emerging middle class in the emerging markets.
    5. Explore the growing importance of multinational regional market alliances.
  4. Plan, and discuss how to manage, international market entry strategies.
    1. Examine the different market entry strategies – exporting, contractual agreements, strategic international alliances and direct foreign investment.
    2. Examine recent trends in foreign direct investment(FDI).
    3. Appraise the trend toward regional economic integration.
  5. Develop an international marketing plan.
    1. Understand the aspects of an international marketing plan.
    2. Develop an international marketing plan.
  6. Evaluate alternative international marketing strategies relating to product/service management and global branding.
    1. Compare standardization and adaptation of global products.
    2. Analyze marketing consumer products and services internationally.
    3. Analyze marketing business products and services internationally.
  7. Examine international distribution and pricing strategies.
    1. Describe the channels available for international distribution.
    2. Understand the issues faced by international logistics managers.
    3. Discuss the factors affecting the choice of a channel.
    4. Review the methods of locating, selecting and motivating channel members.
    5. Examine the pricing policies as they are affected by the differences in international marketing.
    6. Review factors such as foreign trade zones, parallel imports, and countertrades and how these affect international pricing strategies.
  8. Examine international promotion, sales, and negotiation.
    1. Examine the communication process and diversity issues that affect the development of an international promotional program.
    2. Detail the creative challenges confronting the international advertiser.
    3. Understand the critical role of interpersonal selling in international marketing.
    4. Design an effective international sales force.
    5. Review negotiation process with international customers, partners, and regulators.
  9. Examine and assess the impact of the Internet on international marketing practices.
    1. Examine recent changes and developments in digital marketing and how they affect international marketing.
    2. Examine other recent developments in the way the internet is used to support commerce and how they affect international marketing.
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