International Marketing

Official Empire State College Course Description

Examine the issues and problems of global marketing from a strategic and managerial perspective. The course focuses on the choice of marketing mix in an international setting (i.e., whether the product, pricing, distribution, promotion, and customer service decisions are effectively analyzed and identified relative to the cultural, political, legal, and economic differences among countries and markets). In addition, export trade procedures and the coordination and controlling of international marketing will be explored.


(4) Credits, advanced level course

Course Prerequisites

Marketing Principles or equivalent.

Knowledge or Skills Needed

Advanced level academic writing and Internet and/or library research skills.


This course is divided into 6 modules, plus an introduction and concluding section. Each module includes readings, discussion, assignments and supplementary activities. In addition, students are required to write a term paper (international marketing plan).

Module 1:  Overview of International Marketing and International Trade
Module 2:  The Cultural Environment of Global Markets
Module 3:  Assessing Global Market Opprotunities
Module 4:  Developing Global Market Strategies (part 1)
Module 5:  Developing Global Market Strategies (part 2)
Module 6:  Implementing Global Marketing Strategies
In this course, you will gain knowledge and skills in analyzing marketing situations on an international level. In today’s economic environment, all businesses, whether they operate only in one country or in many, are impacted by the growth in international business. Because the U.S. economy has significant links to the economies of other countries, it is imperative to develop an understanding of international business. International marketing is particularly important because marketing problems are the most fundamental and most frequent. Although basic marketing decisions do not change as marketers expand their businesses from the domestic to international forums, the environments they need to consider in making those decision can be very different. To be successful in international marketing, organizations need to understand the different economic, cultural, legal and political systems across countries and regions. International marketing is also affected by institution such as the International Monetary Fund and agreements such as NAFTA.
Please be prepared to spend approximately 12 to 15 hours per week (reading, research, discussions, writing) over the next 15 weeks to complete this course. I think you will find this course interesting, challenging and thought-provoking. I’m looking forward to getting to know each of you and working with you this term.

Required Course Materials

Text: International Marketing, by Philip R. Cateora, Marty C. Gilly and John L. Graham, McGrawHill / Irwin Inc. 14 ed., 2009. ISBN: 978-0-07-338098-8.

Website: International Marketing. The publisher’s online learning center for students.

To purchase course materials, go to the Empire State College Bookstore. The CDL Catalogs course number is BME 214324.