Course Description

Globalization is reaching a level of unprecedented growth. Within the last decade, world trade in merchandise and services has grown at a rate of 140 percent. International marketing, the study of developing communications and conveying value across nations, is often aggressively pursued, and yet misunderstood. Firms are increasingly aware of the major international business blunders that too often are associated with marketing mistakes. To succeed in a world of constant changes and lightning growth development, firms need to prepare themselves thoroughly and take a proactive response in marketing across borders.

This course explores the theory and practice of marketing on a global magnitude. Special emphasis is placed on knowledge about the increasingly important big and emerging markets (BEM). The ultimate goal is to provide students with the conceptual and analytical tools that will enable them to develop effective international marketing plans with the purpose of capturing global market opportunities while also carefully avoiding the most common pitfalls in the world trade arena.

Learner Outcomes

Each student who has successfully completed this class will be able to perform the following tasks:

  • Describe and present an overview of the international marketing process and the basic theory of global marketing
  • Recognize and perform analysis on the major environmental factors affecting international marketing plans of actions such as political, legal, cultural, and economic aspects of the target markets
  • Compare and contrast different stages of international marketing process a company may choose to adopt
  • Identify the major drivers and characteristics of global consumers and learn how to undertake appropriate market positioning on specific foreign markets
  • Research, design, and complete an effective international marketing plan with his/her choice of products/services and region(s) of the world
  • Identify future possible developments and latest trends in global marketing



Recommended: Successful completion of Principles of Marketing or an introductory marketing course or professional experience in the field of marketing

Applies Towards the Following Certificates


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6:00PM to 9:00PM
Apr 01, 2021 to Jun 10, 2021
Web-based Instruction
Schedule and Location
Contact Hours
  • Web-based Instruction
Delivery Options
Course Fee(s)
Course Fee credit (4 units) $600.00
Available for Credit
4 units
Section Notes

How to Access Your Online Course:


One business day after enrollment but no sooner than 2 weeks before the beginning of the course, you will receive an email with detailed instructions on how to access your online course. You don’t need to take any action until you receive that email. Please note that you will not be able to access your online course until all the steps highlighted in that email are complete.

Required Textbook(s):
Students are required to purchase the textbook(s) below prior to the first class meeting. Textbooks can be purchased from the vendor of your choice.

Global Marketing and Advertising: Understanding Cultural Paradoxes
Author: Marieke de Mooij
Edition: 4th, 2014
ISBN-13: 978-1-4522-5717-4
Publisher: Sage

No refunds after 4/14/21