Course Outline

School: Business

Department: Marketing & Entrepreneurship

Course Title: International Marketing

Course Code: MKTG 732

Course Hours/Credits: 42

Prerequisites: N/A

Co-requisites: N/A

Yes
Eligible for Prior Learning,
Assessment and Recognition:
Originated by: Michael Ryan, Tulsi Dharel,
Christine Oldfield

Creation Date: Winter 2022

Revised by: Michael Ryan

Revision Date: Summer 2022

Current Semester: Winter 2024

Approved by:
Chairperson/Dean

Students are expected to review and understand all areas of the course outline.

Retain this course outline for future transfer credit applications. A fee may be charged for
additional copies.

This course outline is available in alternative formats upon request.

MKTG 732 CENTENNIAL COLLEGE International Marketing

Acknowledgement of Traditional Lands

Centennial is proud to be a part of a rich history of education in this province and in this city. We
acknowledge that we are on the treaty lands and territory of the Mississaugas of the Credit First Nation
and pay tribute to their legacy and the legacy of all First Peoples of Canada, as we strengthen ties with
the communities we serve and build the future through learning and through our graduates. Today the
traditional meeting place of Toronto is still home to many Indigenous People from across Turtle Island and
we are grateful to have the opportunity to work in the communities that have grown in the treaty lands of
the Mississaugas. We acknowledge that we are all treaty people and accept our responsibility to honor all
our relations.

Course Description
This course takes students to the global marketplace where opportunities for marketing success are
typically much greater than in the domestic environment and where the risks are typically much higher.
The first part of the course concentrates on the foundations on which global marketing is built: history, the
forces of globalization and the current nationalist and protectionist trends that are threatening the status
quo. Additionally the course examines world trading patterns and agreements, economic and regulatory
systems, and cultural traditions. The course then examines the opportunities and threats particular to the
international environment, and students learn effective strategies for anticipating, and responding to,
these opportunities and threats. Students also learn market selection strategies as well as the widening
array of options available to marketers for foreign market entry. Finally, the course turns to the strategic
application of the marketing mix variables to global real-world marketing situations. Special attention is
devoted to the current thinking regarding effective strategies in today’s increasingly complex global
business environment including digital marketing.
Throughout the course students gain the knowledge and skills that enable them to develop an
international marketing plan. Completion of this plan is a significant component of the course.

Program Outcomes
Successful completion of this and other courses in the program culminates in the achievement of the
Vocational Learning Outcomes (program outcomes) set by the Ministry of Colleges and Universities in the
Program Standard. The VLOs express the learning a student must reliably demonstrate before
graduation. To ensure a meaningful learning experience and to better understand how this course and
program prepare graduates for success, students are encouraged to review the Program Standard by
visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs,
visit http://www.collegeoftrades.ca/training-standards.

Course Learning Outcomes

The student will reliably demonstrate the ability to:
1. Explore the link between globalization and marketing opportunities in an evolving nationalistic and
protectionist global environment.
2. Apply the major trading patterns and trade agreements among the world’s nations and the role they
play in the development of international marketing initiatives;including the impact of nationalism and
protectionism
3. Examine the complexities involved in moving from a domestic to an international marketing
environment

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MKTG 732 CENTENNIAL COLLEGE International Marketing
4. Develop expertise in identifying the factors contributing to the success of global marketing
management decisions under a wide variety of circumstances and settings
5. Formulate effective international marketing strategies appropriate to, and consistent with, the often
conflicting imperatives of corporate objectives and foreign environments
6. Create an international marketing plan
7. Analyze and assess the role of e-commerce in the success of international marketing initiatives

Essential Employability Skills (EES)

The student will reliably demonstrate the ability to*:
1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the
purpose and meets the needs of the audience.
2. Respond to written, spoken, or visual messages in a manner that ensures effective communication.
4. Apply a systematic approach to solve problems.
5. Use a variety of thinking skills to anticipate and solve problems.
7. Analyze, evaluate, and apply relevant information from a variety of sources.
8. Show respect for diverse opinions, values belief systems, and contributions of others.
9. Interact with others in groups or teams in ways that contribute to effective working relationships
and the achievement of goals.
10. Manage the use of time and other resources to complete projects.
11. Take responsibility for one's own actions, decisions, and consequences.
*There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be
assessed in this course.

Global Citizenship and Equity (GC&E) Outcomes

The student will reliably demonstrate the ability to*:
1. Identify one's roles and responsibilities as a global citizen in personal and professional life.
2. Identify beliefs, values and behaviours that form individual and community identities and the basis
for respectful relationships.
4. Analyze the use of the world's resources to achieve sustainability and equitable distribution at the
personal, professional, and global level.
5. Identify and challenge unjust practices in local and global systems.
6. Support personal and social responsibility initiatives at the local, national or global level.
*There are 6 institutional Global Citizenship & Equity outcomes. Of these 6 outcomes, the following will be assessed in this course.

Methods of Instruction
In-Class and ONLINE course delivery

Text and other Instructional/Learning Materials

Text Book(s):
REQUIRED - linked directly to 20-25% of Course Evaluation

Cateora, Philip R.,Graham, John L., Gilly, Mary C., and Bruce, R. Money. International Marketing

Nineteenth Edition.New York. NY: McGraw-Hill Education. (2023) ISBN 9781266148637 3

MKTG 732 CENTENNIAL COLLEGE International Marketing
Online Resource(s):
supplemental as provide by Instructors
Material(s) required for completing this course:
N/A - in-class

If ONLINE delivery a computer and a strong, reliable internet connection

Evaluation Scheme

Evaluation Name CLO(s) EES GCE Weight/100

Outcome(s) Outcome(s)
Connect Smartbook Assignments & Video Cases 1, 2, 3, 4 4, 5, 10 1, 2, 5 25
Individual Assignment CSR 2, 3, 4 1, 4, 7, 8, 9 4, 2 15
Discussion Boards 1, 4 1, 2, 5, 9 1, 2, 6 25

Group Term Project 1, 2, 3, 4, 5, 1, 4, 5, 8, 2, 4, 5, 6 35

6, 7 9, 10, 11

Total 100%
If students are unable to write a test they should immediately contact their professor or program Chair for
advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious
illness, or death of a close family member), students may be able to write a make-up test.

All submitted work may be reviewed for authenticity and originality utilizing Turnitin®. Students who do not
wish to have their work submitted to Turnitin® must, by the end of the second week of class,
communicate this in writing to the instructor and make mutually agreeable alternate arrangements.

When writing tests, students must be able to produce official Centennial College photo identification or
they may be refused the right to take the test or test results will be void.

Tests or assignments conducted remotely may require the use of online proctoring technology where the
student’s identification is verified and their activity is monitored and/or recorded, both audibly and visually
through remote access to the student's computer and web camera. Students must communicate in writing
to the instructor as soon as possible and prior to the test or assignment due date if they require an
alternate assessment format to explore mutually agreeable alternatives.

Student Accommodation
The Centre for Accessible Learning and Counselling Services (CALCS) (http://centennialcollege.ca/calcs)
provides programs and services which empower students in meeting their wellness goals,
accommodation and disability-related needs. Our team of professional psychotherapists, social workers,
educators, and staff offer brief, solution-focused psychotherapy, accommodation planning, health and
wellness education, group counselling, psycho-educational workshops, adaptive technology, and peer
support. Walk in for your first intake session at one of our service locations (Ashtonbee Room L1-04,
Morningside Room 190, Progress Room C1-03, The Story Arts Centre Room 285, Downsview Room 105)
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 4
MKTG 732 CENTENNIAL COLLEGE International Marketing
or contact us at calcs@centennialcollege.ca, 416-289-5000 ext. 3850 to learn more about accessing
CALCS services.

Use of Dictionaries
• English-Additional Language (e.g. English-Chinese) or Additional Language-English (e.g.
RussianEnglish) dictionaries may be used in regular class work.
• Dictionaries may be used in tests and examinations, or in portions of tests and examinations, as long
as they are non-electronic (not capable of storing information) and hard copy (reviewed by the
invigilator to ensure notes are not incorporated that would affect test or examination integrity).

Program or School Policies

N/A

Course Policies
Professors are available to see students outside of class time. Students can contact professors via email,
or through their program or department office. Information regarding how to contact teachers will be
provided at the beginning of the course and is also available in the program or department office.

Attendance in class is expected. If you have to be absent from class or if you are ill or likely to miss a test
or assignment - communication is key! This means speaking to your professor in class, asking questions
for clarification and using email to notify them - IN ADVANCE.

Check your email frequently - consider linking your Centennial email to your preferred email so that you
do not miss notification about the course.

MKTG 732 International Marketing requires an understanding of the world - politics, economics,
consumer and business trends, etc. Reading, watching and listening to quality, balanced publications will
help with your progression in the course.

Acquisition of the McGraw Hill e-text and Connect learning resources are critical to your success in the
course and are tied to 25% of total the course evaluation.

College Policies
Students should familiarize themselves with all College Policies that cover academic matters and student
conduct.

All students and employees have the right to study and work in an environment that is free from
discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents
of harassment, discrimination, bullying and violence will be addressed and responded to accordingly.

Academic Honesty

Academic honesty is integral to the learning process and a necessary ingredient of academic integrity.
Forms of academic dishonesty include cheating, plagiarism, and impersonation, among others. Breaches
of academic honesty may result in a failing grade on the assignment or course, suspension, or expulsion
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 5
MKTG 732 CENTENNIAL COLLEGE International Marketing
from the college. Students are bound to the College’s AC100-11 Academic Honesty and Plagiarism
policy.

To learn more, please visit the Libraries information page about Academic Integrity
https://libraryguides.centennialcollege.ca/academicintegrity and review Centennial College's Academic
Honesty Module:
https://myappform.centennialcollege.ca/ecentennial/articulate/Centennial_College_Academic_Integrity_M
odule_%202/story.html

Use of Lecture/Course Materials

Materials used in Centennial College courses are subject to Intellectual Property and Copyright
protection, and as such cannot be used and posted for public dissemination without prior permission from
the original creator or copyright holder (e.g., student/professor/the College/or third-party source). This
includes class/lecture recordings, course materials, and third-party copyright-protected materials (such as
images, book chapters and articles). Copyright protections are automatic once an original work is created,
and applies whether or not a copyright statement appears on the material. Students and employees are
bound by College policies, including AC100-22 Intellectual Property, and SL100-02 Student Code of
Conduct, and any student or employee found to be using or posting course materials or recordings for
public dissemination without permission and/or inappropriately is in breach of these policies and may be
sanctioned.

For more information on these and other policies, please visit

www.centennialcollege.ca/aboutcentennial/college-overview/college-policies.

Students enrolled in a joint or collaborative program are subject to the partner institution's academic
policies.

PLAR Process
This course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by
which course credit may be granted for past learning acquired through work or other life experiences. The
PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably
demonstrates achievement of the course learning outcomes. Contact the academic school to obtain
information on the PLAR process and the required assessment.

Semester: Winter 2024 Professor Name: Lina Jaglowitz

Section Code: Contact ljaglowitz@centennialcollege.ca;

Information:

This course outline and its associated weekly topical(s) may not be reproduced, in whole or in
part, without the prior permission of Centennial College.

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MKTG 732 CENTENNIAL COLLEGE International Marketing

Topical Outline (subject to change):

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional
Strategies Evaluation
Name and Weight
1 Introduction to the e-book and Connect Identify the key success factors (KSF) for students in Class Smartbook
course requirement this course discussion Assignments
overview of 25% of
marketing Course Outline Describe the meaning and role of marketing within the Lecture
posted on e- context of organizational objectives Course Grade each week
The Scope and centennial
Examine the concepts of value creation, customer All Smartbook and Mini Video
Challenge of satisfaction, and relationship building as they relate to Case assignments are DUE at
Chapter 1
International the marketing function the end of each week
Marketing that they are assigned Sundays
The effects of protectionism on world trade at 11:59 PM
The Dynamic Chapter 2
Environment of The several types of trade barriers Discussion Boards (25%)
postings are due every Friday
International Trade
The importance of balance-of-payment figures to a by 11:59pm and responses to 2
country's economy classmates’ posts are due every
Sunday by 11:59pm.
The importance of GATT, WTO, Monetary
Fund & the World Bank
Week 1 Discussion Board Due
Friday of Week 1
MKTG 732 CENTENNIAL COLLEGE International Marketing

WeekTopics Readings/Materials Weekly Learning Outcome(s) Instructional

Strategies Evaluation
Name and Weight
2 Review Week 1 Chapters 1 and 2 Describe the importance of history and Lecture e-book and
geography in the formation of culture and Smartbook
History and Chapter 3 the understanding international markets Class discussion Assignments
Geography: The Chapters 1, 2 and 3 -
Articles on Current World Examine Canada's history and DUE
Foundations of Issues and how they affect
Culture geography
Canada provided by Discussion
Instructor Explain the trade and investment Board #2 due
Canada in the
underpinnings of international marketing
World Canada's historical from a Canadian perspective
perspective, including the
facts surrounding the Analyze the importance of trade and
Indigenous peoples' investment to Canada’s economic well-
experience being
Determine the sources of Canada’s
competitive advantage

Describe the parameters leading to the

globalization of North American firms
3 Review Week 2 Chapters 4 & 5 Lecture Smartbook
Describe the importance of culture to an Assignment
Cultural international marketer Case Study - Chapter 4 and
Dynamics in Class discussion 5 and Mini
Assessing Global Examine and describe the elements of
cultural impacts to the global business Video Case #1
Markets; - DUE
Culture,
Management Discussion Board #3
Style Due
MKTG 732 CENTENNIAL COLLEGE International Marketing

4 The Political and Chapters 6 & 7 Develop a strategy for political risk assessment Lecture Smartbook
Legal Environment Assignment
Develop a strategy for political risk Class discussion Chapter 6 and 7 -
management DUE

Explain the limitations of domestic laws for resolving Discussion Board# 4

international business disputes Due
Examine the legislation that relates to key marketing
concerns: intellectual property, bribery, competition
and national security.
5 Developing a Global Chapter 8 Describe the challenges in the conduct of international Lecture Smartbook
Vision through vs domestic marketing research Assignment
Marketing Research Class discussion Chapter 8 and
List the primary difficulties in accessing and analyzing
international secondary data identify the Assignment #1 Mini Video
considerations in designing and analyzing primary Case #2 -
research projects in foreign markets DUE
Compare the options available for obtaining the
services of an international marketing researcher Discussion Board #5
DUE
Prepare a methodology for the collection of research
data for tat international marketing plan report

6 Cultural and Social Chapter 4 Explain why and how cultural change is important to Class discussion. Smartbook
Influences and Supplementary international marketing case study role play Assignments
Materials Distinguish between those cultural customs that (Chapter 19) -
require adaptation and those that do not DUE

Understand how communication styles can affect Individual

intercultural business relationships Assignment CSR
(15%) Due

NO DISCUSSION
BOARD Due
MKTG 732 CENTENNIAL COLLEGE International Marketing

Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional

Strategies Evaluation
Name and Weight
7 Inventive Chapter 19 Contrast differing strategic orientations to Lecture Smartbook
Negotiations with international marketing Group Assignments
International discussions (Chapters 9-
Develop a foreign market expansion strategy
Customers, Partners and 11) and Mini
Regulators Examine the major means of foreign market entry Video Case #3 - DUE

Identify the factors in successful international Major Term

alliances Project Group
Formation
Discussion

NO DISCUSSION BOARD
Due
8 Economic Chapter 9, 10 & 11 Lecture Smartbook
Development & Marketing Identify the rationale for regional trade groupings Class Assignment
Opportunities: discussion Chapters 1314 DUE
Regional Trade Distinguish among the varying levels of economic
Groups integration within regional groupings Major Group Discussion Board # 6
Developing Examine the marketing opportunities each of the Term DUE
Countries key regional trade groups offers to Canadian Project
marketers - USMCA update Assigned -
DUE Week 13
Evaluate the risks and benefits to
international marketers of the rise in regional trade
agreements
Analyze the economic and social factors
conducive to marketing in an emerging market
Evaluate the potential marketing opportunities
available to Canadian marketers in the major
trading groups in emerging markets,
particularly those opportunities in the
BRIC(S)s
MKTG 732 CENTENNIAL COLLEGE International Marketing

9 International Marketing Mix: Chapter 13 & 14 Describe the role that product quality plays in Lecture Smartbook
Product/Service international product strategy development Class Assignment
Strategy - BtoC and discussion Chapters 15,16 DUE
B2B Examine how the characteristics of a product can
shape the need for adaptation to a foreign market Group Project -Check-in
Due (5%)

NO DISCUSSION BOARD
Due

10 International Marketing Mix: Chapter 15 & 16 Discuss the variety of distribution channels and
Lecture Smartbook assignment
Communications how they affect cost and efficiency in marketing
Class Chapter 17 and 18 DUE
Strategy, "Pitch" and
Presentation Skills Comment on the possible changes to advertising Discussion
International strategy when moving from a domestic to an
Advertising & international marketing environment Discussion Board # 7
Marketing Channels strategies DUE
Compare the advantages of alternative
advertising agency choices
Outline the decision variables involved in the
development of a sales-force strategy
Evaluate the various sales promotion vehicles
available to international marketers

Apply international communications strategy

variables to real-world marketing situations

11 Pricing for
International Markets
International Marketing Mix:
Personal Selling and
Sales Management
Chapter 18 Examine the most important variables in the Lecture
development of an international price strategy Class
Chapter 17 discussion
Discuss the strategic aspects of terms of sales
and payment options
Develop the considerations in designing an
international sales force, Explain the steps to
recruiting different types of international
salespeople
MKTG 732 CENTENNIAL COLLEGE International Marketing

12 Major Term
Project -
Develop expertise in identifying the factors
Written Report
Final Written Report contributing to the success of global marketing DUE
submission and preparation for management decision under a

wide variety of circumstances and settings

Formulate effective international marketing
strategies appropriate to and consistent with the
comparatives of corporate objectives and foreign
environments
13 Major Group Term "Pitch" and Marketing Term Report
Project "Pitch" Plan discussions Develop expertise in identifying the factors "Pitch"
Continued contributing to the success of global marketing Presentation
management decision under a wide variety of Marketing Plan
circumstances and settings submission

Formulate effective international marketing "pitch" only "Pitch"

strategies appropriate to and consistent with the applicable to In- Presentation
comparatives of corporate objectives and foreign class course DUE – recorded (10%
environments delivery
14 Peer Evaluation & Course N/A
Wrap Up