MRK681 - International Marketing

Outline info
Last revision date 2018-07-20 13:51:05.857
Last review date 2018-07-20 13:51:14.351

Subject Title
International Marketing

Subject Description
The primary focus of this subject is to introduce students to the international marketing concept and internationalism. Many companies come to the point where, having established the domestic market, to continue growing and building profits they find it necessary to move into international markets, but it must be based on clearly thought out quantified marketing justification. This subject introduces the student to those aspects of basic marketing that are applicable to the international environment including reference to the controllable and uncontrollable elements. These elements relate to product, promotion, physical distribution, pricing, as well as to organization and staffing, import and export barriers, legal systems and jurisdictions, cultures, societies and political structures, financial requirements, risks and human resources.

Credit Status
One Full Credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Prepare and organize a cultural analysis for a foreign country.
2. Prepare and organize an economic analysis of a foreign country.
3. Analyse information about a foreign country to assess marketing opportunities and potential.
4. Prepare and organize a marketing plan for a product that will be sold in a foreign market.
5. Assess the external uncontrollable variables that will impact marketing abroad and use the information as input to the planning process (i.e. politics, foreign law, etc.).
6. Apply knowledge of international markets, trade blocks, and multinational corporate structures to create better marketing plans for Canadian products.
7. Prepare pricing strategies that account for expected costs, exchange rates, and the impact of foreign duties and taxes.
8. Use the cultural analysis to prepare guidelines for an international promotion and distribution plan for the product being marketed abroad.
9. Demonstrate improved transferable skills such as problem solving, communication, leadership and human relations.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline

  •     Principles of marketing
  •     Domestic vs. international marketing
  •     Techniques of international market research
  •     Market entry strategy
  •     Cultural considerations in international marketing
  •     Political, legal and regulatory considerations in international marketing
  •     Marketing the right product or service
  •     Personal selling abroad
  •     Mass marketing abroad
  •     Enhancing the marketing effort
  •     Marketing services

Mode of Instruction
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.

Prescribed Texts
Title:          International Marketing
Edition:      6th Edition - Blue Book
Author:      Forum for International Trade Training. (FITT)
Publisher:  FITT - Module 2
ISBN:        9781894566490

To purchase eBooks, please contact FITT directly at:
Students interested in the FITT credentials may consider purchasing all 8 eBooks.  Purchasing all 8 books will cover the Professional Examination or 2 assessments, transfer of credits, and diploma. (Current fee is $575 + tax).
Individual books may be purchased as well.

Reference Material
The Borderless World. Kenichi Ohmae.
The Globe and Mail (daily).
The Report on Business Magazine (monthly).
The Next Canadian Century.  David Crane.  Stoddart.  Toronto. 1992.

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:   http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:

Mid-term Exam 25%
Case study #1 15%
Case study #2 25%
Case study #3 (final project) 35%


Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso