COMM 390: International Marketing

Important Note: This course is cross-listed with BUS 390. This course was formerly BSIM 390.

Course Description

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 country. The core concepts of international marketing are the same as those of “national” marketing. However, since the environment affects customer orientation, marketing changes accordingly. Indeed, competition, legal restraints, government controls, weather, fickle consumers, economic conditions, technological constraints, and infrastructure concerns as well as cultural and political situations render the international marketer’s task both more complex and more attractive. In short, geographical location matters.

The course begins with an examination of the basic concepts of marketing, such as the 4Ps: product, price, promotion, and place. The emphasis then shifts to assessing how international marketers adapt these fundamental tools of marketing to the complexities of the global environment, such as culture, politics, emerging markets, multinational market groups, and so on. The conceptual links between marketing techniques and international markets are analyzed through the planning function. Students will develop a thorough appreciation of the interrelationship between global environment, marketing techniques, and planning by bringing all these concepts together in the form of a complete international marketing plan.

The course is mainly based on real-world examples at world level.

Course Objectives
By the end of the course, you will be able to:

• Identify the importance, scope, core concepts and main tasks of marketing;
• Appreciate the origins and importance of culture;
• Plan and organize an international marketing strategy;
• Adapt domestic marketing techniques and practices to international markets. 

Service Learning Project Description

Students will participate in a service learning project with Birrificio la Gramigna where they will be asked to research and develop original international marketing strategies designed to help increase international consumer awareness and sales internationally. Student efforts will better equip the brewery to position themselves in the artisan brewery market.

Based on interviews with the company’s marketing manager(s), on-site observations, company material, a review of its international marketing strategy, and online research, students will deliver a presentation and report for aspects of the company’s marketing that they consider important to increase its presence in the target international market. Students will also create a formal PowerPoint presentation in class for company representatives.

Course Materials

Books

International Marketing (14th edition – international), Cateora, Gilly, Graham, published by McGraw Hill/Irwin.

Readings

Part I. The basic concept of marketing management
Kotler, P., & Keller, K. (2012). Chapter 1 “Defining marketing for the 21st century” in Marketing Management (14th ed.). Education Pearson, page 3-31;

Part II. An overview of international marketing
Cateora, P. R., Gilly, M. C., & Graham, J. I. (2009). International marketing (14th ed.). New York, NY: McGraw-Hill. [Chapters: 1];

Part III. The cultural aspects of global markets
– Doh, J. P., & Luthans, F. (2018). Chapter 4 “The meanings and dimensions of culture” in International Management: Culture, Strategy, and Behavior; (10th ed.), New York, NY: McGraw-Hill, page 122-154.
– Cateora, P. R., Gilly, M. C., & Graham, J. I. (2009). International marketing (14th ed.). New York, NY: McGraw-Hill. [Chapter: 19]

Part IV. Developing global marketing strategies
Cateora, P. R., Gilly, M. C., & Graham, J. I. (2009). International marketing (14th ed.). New York, NY: McGraw-Hill. [Chapters: 11, 12, 14, 16, 18,]