JCU Logo


COURSE NAME: "International Marketing "
SEMESTER & YEAR: Fall 2020

EMAIL: [email protected]
HOURS: MW 3:05-4:25 PM
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment

This course examines the process of planning and conducting transactions across national borders in a global environment. Topics include factors in assessing world marketing opportunities, international marketing of products, pricing, distribution, and promotion program development in dynamic world markets. Marketing practices which various businesses adapt to the international environment are studied.  Attention is also given to comparative marketing systems and planning and organizing for export-import operations.

International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to customers in more than one nation for profit. The core concepts of international marketing are the same as those of national marketing; the difference is in the environment. Competition, legal restraints, government controls, weather, fickle consumers, economic conditions, technological constraints, infrastructure concerns as well as cultural and political situations render the international marketer’s task both more complex and more interesting. In short, distance matters.

The course begins with an examination of key aspects of the international marketing environment: culture, politics, emerging markets, and multinational market groups. Emphasis then shifts to the 4Ps of marketing: product, price, promotion, and place; assessing how international marketers adapt these fundamental tools of marketing to the complexities of the international environment. Students develop a thorough appreciation of the interrelationship between international environment and marketing techniques by bringing the concepts together in the form of an international marketing plan.



      By the end of the course students will be able to:

    • Identify opportunities and threats in international markets
    • Appreciate the origins and importance of culture
    • Understand political risks and how to manage them
    • Know about the most important international market groups
    • Evaluate the importance of emerging markets   
    • Adapt domestic marketing techniques and practices to international markets
    • Make written and oral presentations on international marketing strategies

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
International Marketing 15th ed.Philip R. Cateora, Mary C. Gilly, John L. GrahamMcGraw Hill Irwin978-0-07-352994-3  

Case leader 5%
Case questions 10%
Midterm exam 20%
Team project presentation 10%
Team project report 20%
Final exam 25%
Class participation 10%

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised. There is a demonstration of some ability to critically evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material. Important information is omitted and irrelevant points included. In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.


Students who miss a case study discussion will receive no credit for that day's discussion. Absences and late arrival in class may affect class participation grade.








As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.


Week  Day Date Topic Case Studies
1 Mon 31/08/20 Scope and challenge of international marketing Starbucks - Going Global Fast
Wed 02/09/20 Scope and challenge of international marketing
2 Mon 07/09/20 Cultural dynamics in assessing global markets The (not so wonderful) World of Disney
Wed 09/09/20 Cultural dynamics in assessing global markets
3 Mon 14/09/20 The political environment US tariffs on Chinese tyres
Wed 16/09/20 The political environment
4 Mon 21/09/20 Ethics and Corruption Starnes-Brenner
Wed 23/09/20 Emerging Markets
5 Mon 28/09/20 Emerging Markets IKEA in Russia
Wed 30/09/20 Regional economic integration and the EU NAFTA and Mexican trucking
6 Mon 02/10/20 Regional economic integration and the EU
Wed 07/10/20 Market entry strategies
7 Mon 09/10/20 Market entry strategies Walmart in Germany
Wed 14/10/20 Midterm Exam
8 Mon 16/10/20 Products and services for consumers  
Wed 21/10/20 Products and services for consumers (Cont'd) Levi Strauss
9 Mon 23/10/20 International marketing channels Luxottica
Wed 28/10/20 International marketing channels
10 Mon 30/10/20 IMC and international advertising Tambrands
Wed 04/11/20 IMC and international advertising
11 Mon 06/11/20 Pricing for international markets
Wed 11/11/20 Pricing for international markets
12 Mon 13/11/20 Industrial Marketing (B2B)
Wed 18/11/20 Industrial Marketing (B2B)
13 Mon 20/11/20 Making a marketing presentation
Wed 25/11/20 Group Presentations 
14 Mon 27/11/20 Group Presentations 
Wed 02/12/20 Review