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COURSE NAME: "International Marketing"
SEMESTER & YEAR: Fall 2023

INSTRUCTOR: Angelo Baccelloni
EMAIL: [email protected]
HOURS: MW 1:30 PM 2:45 PM
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment

This course examines the process of planning and conducting marketing across national borders in a global environment. Topics include factors in assessing world marketing opportunities, international marketing of products, international pricing, international distribution, and global 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.
The course is built as a series of lectures and case studies that gradually inform students on the concepts of international marketing. The topics include the cultural environment of global markets, international market opportunities, and developing and implementing international marketing strategy. Students will learn how traditional marketing concepts translate into international business and how the companies should adjust their marketing strategies if they decide to expand to international markets. Students will have a hands-on practice helping a real business that faces international marketing challenge to come up with a solid international marketing strategy for a solution.

Prerequisite: Principles of Marketing and\or Marketing Management
This course aims at providing relevant and practical knowledge of international marketing:
After completing the course students will be able to apply learned concepts to real business problems.
Students will learn modern strategies for international marketing and how to implement them.

Midterm Presentation (Group)Group Project presentation (Part1), deliverables include presentation 5% and 3-5 page report 5% 10%
Case AnalysisGroup/individual prepares the presentation of the case assigned by the instructor and leads the class discussion of the case. 25%
Final Presentation (Group) 20%
Final Report (Group)5-10 pages project report for the customer20%
Final ExamHeld on the final exam week. For the final exam students will be given a short case study and will have to provide 1-3 page essay on the case solution. 15%
In-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. A: 94-100% A-:90-93%
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments. B+: 87-89% B : 83-86% B-: 80-82%
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. C+: 77-79% C : 73-76% C-: 70-72%
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. 60-69%
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. 0-59%

You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.
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.


SessionSession FocusReading AssignmentOther AssignmentMeeting Place/Exam Dates
CLASS 1Introduction to the Course; The Scope and Challenge of International MarketingCH1  
CLASS 2The Dynamics of International Markets and its Implications on International MarketingCH2  
CLASS 3Global Information Systems and Market ResearchCH4, CH6  
CLASS 4 Segmentation, Targeting and Positioning for International MarketSCH7  
CLASS 5 Culture: its Impact on International MarketingCH3  
CLASS 6The Political Environment: Critical Concern and The International Legal Environment: Playing by the RulesCH5  
CLASS 7International Markets Lab 1    
CLASS 8Culture, Management Style, and Business SystemsCH4  
CLASS 9Culture, Management Style, and Business SystemsCH4  
CLASS 10International Markets Lab 2   
CLASS 11Developing a Product in a Global Market   
CLASS 12Developing a Product in a Global Market   
CLASS 13International Markets Lab 3   
CLASS 14Midterm exam   
CLASS 15Importing, Exporting and SourcingCH8  
CLASS 16Brand and Product Decisions in Global Marketing ProductCH10  
CLASS 17International Markets Lab 4   
CLASS 18Pricing for International Markets (cont.)CH11  
CLASS 19International Markets Lab 5   
CLASS 20International Distribution and Retailing (cont.)CH13  
CLASS 21International Markets Lab 6   
CLASS 22International Marketing Communications IICH14  
CLASS 23International Markets Lab 7   
CLASS 24Strategic Elements of Competitive AdvantageCH16  
CLASS 25International Markets Lab 8   
CLASS 26Global Market-Entry Strategies: Licensing, Investment and Strategic AlliancesCH9  
CLASS 27International Markets Lab 9   
CLASS 28Team presentations   
CLASS 29Final ExamFinal Exam