International Marketing

General Course Information

Course Lecturer Name(s):  Dr. Reccia Charles

Course Director Name:  Dr. Reccia Charles

Course Lecturer(s) Contact Information:                       Phone: 444.4175 ext 3260, Fax: 473.444.1655, Email:

Course Director Contact Information: Phone: 444.4175 ext 3260, Fax: 473.444.1655, Email: 

Course Lecturer(s) Office Hours: By appointment via Zoom 

Course Director Office Hours: M/W/F:11a-12:30 & 3p-4:30p, T/Th: 4p-5p

Course Lecturer(s) Office Location: Windward Hall 2nd Floor

Course Director Office Location: Windward Hall 2nd Floor

Course Support: Mahalia Charles X3863

Course Management tool: To learn to use Sakai, the Course management tool, access the link

Online Classroom:    

Course Curriculum Information

Course Description: 

This course presents an overview of the unique marketing problems faced by firms engaging in International activities. It highlights the importance of understanding the foreign economic, social, cultural, political, and legal environments, as well as different forms to penetrate foreign markets. This course focuses on how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution, and promotion strategies for born global firms with a particular emphasis on emerging markets. It analyses the functioning of multinational companies and the international aspects of marketing. This course provides the conceptual framework for marketing across national borders, as well as marketing within different foreign environments. Students study how international marketing programs are developed, as well as the various factors that affect decision-making in an international setting.

Course Objectives: 

  1. To identify and understand the role of international marketing in the global business environment,
  2. To investigate specific business areas that apply to international marketing
  3. To develop students’ skills in formulating marketing strategies that can be used in a global setting 4. To examine the nature of cultural, social, economic and legal factors that influences or determines the nature of market entry
  1. To evaluate the strategic alternatives for entry and expansion into overseas markets
  2. To develop appropriate strategies and tactics for each of the marketing mix elements
  3. To develop skills in formulating and writing an international marketing plan Student Learning Outcomes:
    1. Identify the key factors related to creating a global marketplace. 
    2. Analyze the political, legal, economic, and /cultural environment of multinational organizations in order to develop competitive marketing strategies in a global environment.
    3. Evaluate the impact of internationalization on company marketing strategies and on the mode of entry chosen by a multinational organization.
    4. Apply your knowledge of cultural values to evaluate the implementation of alternative marketing techniques in different cultures.
    5. Describe how new telecommunication technologies are changing the ways companies manage their global marketing activities.
    6. Research and identify profitable foreign markets.
    7. Discuss the impact of different cultural values and belief systems on marketing products.
    8. Select and justify an appropriate marketing strategy and evaluate the financial, human resource, operational and logistical implications of different strategies.
    9. Determine appropriate marketing strategies and identify the relevant sources of information and analysis to support the appropriate strategy. 
    10. Discuss the key elements of ethical global marketing.
    11. Develop a global marketing plan & strategy. 
    12. Demonstrate a clear understanding of major marketing concepts in writing and orally using proper business communications techniques. 
    13. Determine the appropriate control measures in international operations. 

Program Outcomes Met By This Course:

  • Demonstrate effective written and oral communication skills. (ISLO 3)
  • Critically think, motivate and collaborate to solve business problems. (ISLO 4)
  • Demonstrate an understanding of political, management, economic, legal and financial issues as they affect international business decisions. (ISLO 8)
  • Apply the knowledge, skills, and attitudes to compete in a global business environment (ISLO 9) • Demonstrate an awareness of cross cultural differences and analyze its significance for the development and implementation of alternative management techniques applicable to varying cultures. (ISLO 10)

SAS Grading Scale: Grades will be assigned as follows:


A  = 89.5% or better

B+ = 84.5 - 89.4%

B  = 79.5 - 84.4%

C+ = 74.5 - 79.4%

C = 69.5 - 74.4%

D = 64.5 - 69.4%

F = 64.4% or less 

Course Materials:

COURSE TEXTBOOKS LOCATED AT which completes the first stage of the process. You are now free to use over 6,000 books under the Education Compete library.

Required Text:

  • Global Marketing, 9/E Warren J. Keegan Mark Green Publisher: Prentice Hall Copyright: 2017 or Global Marketing, 10/E Warren J. Keegan Mark Green Publisher: Prentice Hall Copyright: 2020
  • International Marketing Handouts (Location: Sakai Modules)

Supplementary Readings/Resources:

The Economist (found in Founders Library)

In addition to the main text, the lecturer will distribute reading materials to generate discussion. Students are expected to read links, websites and case studies added at the end of each chapter which support the principles and ideas presented in the chapters. 

Course Grading Requirement:

Composition of final grade:

Exam 1 (I)                    


Midterm (I)                   


Exam 2 (I)                    


Final (I)                         


Group X-Culture (G)  


Group Presentation (G)


Case Study Discussion (G)  10%


KEY: (I) = Individual Activity (G) = Group Activity

Course Requirements:

  1. This is a seminar course. Students must keep up with the readings in both the text and the reading volume, and be prepared to discuss the material in class on the assigned days. Read critically, evaluating in light of your own experience and knowledge. Each of you has much to contribute and I expect you to do so! Attendance is mandatory.
  2. Exam 1, Midterm, Exam 2 and Final exam. The exam 1, midterm, exam 2, and final exams are a mix of multiple choice items.
  3. Case Discussion. Case teams will be made up of 2-3 students each. This team class exercise is designed to provide you with a sound understanding of how companies that engages in international marketing apply the concepts discussed in class to make real-life cross-cultural marketing decisions. Your team assumes the role of lead consultants that will advise the case company on the critical issues presented, choosing a course of action from the analysis and explicitly considering and rejecting plausible alternative courses because of the analysis.

The teams will be developing a plan by which the desired action may be implemented within the constraints of the company, people and national contexts. All students must keep up with the readings in both the text and the Sakai reading modules, and be prepared to discuss the assigned reading material and cases in class. Read critically, evaluating in light of your own experience and knowledge.

  1. Group Presentation. Caribbean Product Introduction Presentation.

This team project is designed to provide you with a sound understanding of how a marketer goes about entering a foreign market. Specifically, you will write a report from the perspective of a marketing manager, advising the marketing department on the strategy the firm should take in entering a specific market with a particular product.

The final presentations will be due April 18 via the Sakai Dropbox. Teams will be made up of 2-3 students each.

  1. Product Selection

Select a product that at least one members of the team has a specific knowledge about and is currently marketed in his/her home country.

  1. Market Selection

Select a market in which that product is not currently being sold. Preferably you should focus on a European country. You must select a product/country combination for which a profitable marketing opportunity likely exists. Your team will determine this opportunity based on market research and personal knowledge.

  1. Marketing Strategy

After selecting a product and a target market you can begin devising a strategy to successfully introduce and market the product. You are expected to do a Cultural Analysis, Economic Analysis, Market Audit and Competitive Market Analysis in Part II in order to produce and execute a professional level Marketing Plan for your product. You should draw on the material covered in class and carefully lay out a complete marketing strategy. Your final presentation of the marketing strategy should include these components: A. Country description

  1. Product description
  2. Political climate
  3. Marketing research
  4. Market segmentation
  5. Competitive environment
  6. Distribution Strategy
  7. Communications strategy
  8. Pricing strategy

The project report will be presented formally during week 15. The Presentation will be 15 to 20 minutes in length. The written materials (the PowerPoint) should be free of grammatical errors, spelling errors, and typos, and should follow consistently a standard reference format (APA Style); the report should be documented and the bibliography should be comprehensive, from a variety of sources, and with an emphasis placed on recent sources (at least 5 ranging from 2010 onwards). Students are required to provide periodic updates to the instructor prior to the submission of the final projects.

5. Group Project: X-Culture Global Collaboration: International Marketing Consulting

The students in this course will have an opportunity to gain first-hand experience in international business collaboration and business consulting. X-Culture is a large-scale international experiential learning project. Each semester, over 4,000 students from 120 universities in 40 countries participate in the project.  

You will be working in an international team of 5-6 people for about eight weeks. Every semester, we select several companies that present their real-life international business challenges. Your team will have to select one of those challenges and suggest your solution. The detailed list of tasks to be completed for each challenge is provided in the Challenge Instructions (access code 20212b). 

For more on the project, visit

To complete the X-Culture Project, please follow the following steps: 

  1. Review project materials on this page: (access code: 20212b) 
  2. Around January 20, you will receive an X-Culture Welcome Letter that includes your personal Readiness Test link. You will be asked to complete a test that will check if you've reviewed the materials from #1. The test will take about 30 min to complete and must be completed by January 27. 95% of all students pass the test the first time, another 3% pass on the second try. As long as you carefully review the project materials, you should have no difficulties passing the test. If you fail the test, you will still have to complete the test, but you will have to work individually, not in an international team. 
  3. As long as you pass the Readiness Test, on January 27 you will receive the names and contacts of your team members. There will be 5-6 team members from different countries. 
    If you fail the test, you will be given another chance. If you fail again, you will have to complete the project individually. 
  4. You will then have two months to develop a business proposal for a real-life client organization. 
  5. After the project is over, you will receive an X-Culture Global Business certificate. 

Furthermore, members of the best teams will be invited to attend the Academy of International Business Conference ( The students will meet in person their teammates, present their work, and have a chance to participate the many conference networking and presentation events. 

All students receive X-Culture Global Collaboration Experience Certificates and the members of the best teams receive Best Team awards ($1,000 per team, contingent upon funding availability). The project will involve a series of tasks that you and your team must complete. 

Although you will work in a team, your grade will be largely determined by your INDIVIDUAL performance. X-Culture is an exercise, not a test. This means that your effort and diligence matters more than your knowledge (we have exams to test your knowledge). As long as you complete each task fully and on time, submit your weekly progress updates, and your team members give you high weekly peer evaluations, you will get an excellent grade.

Course Schedule


Readings: Book Chapters/Cases/Sakai Reading Module Location.


Chp 1/Chp 2/ Sakai Module 1


Chp 3/ Chp 5/ Sakai Module 1


Chp 4/Hofstede Chp 1/ Case 1/Sakai Module 1 


Chp 6/ Case 2/Sakai Module 2 





Chp 7/ Case 3/Sakai Module 2


Chp 8/Case 4/Sakai Module 2


Chp 9/Case 5/Sakai Module 2


Midterm Exam




Chp 10/Case 6/Sakai Module 3


Chp 11/Case 7/Sakai Module 3


Chp 12/Project Reviews/ Sakai Module 3


Chp 13/Case 8/ Sakai Module 3





Chp 14/ Case 9/Sakai Module 3


Chp 15/ Case 10/Sakai Module 4/Project Finalization


Chp 16/ Chp 17/Sakai Module 4/Project Presentations (Project DUE)


Final Exam



School of Arts and Sciences Master Syllabi — Info for All Sections

Plagiarism Policy

Academic Integrity

The St. George’s University Student Manual (2019/2020) states as follows:

Plagiarism is regarded as a cardinal offense in academia because it constitutes theft of the work of someone else, which is then purported as the original work of the plagiarist. Plagiarism draws into disrepute the credibility of the Institution, its faculty, and students; therefore, it is not tolerated” (p. 48).

Plagiarism also includes the unintentional copying or false accreditation of work, so double check your assignments BEFORE you hand them in.

Be sure to do good, honest work, credit your sources and reference accordingly and adhere to the University’s Honor Code. Plagiarism and cheating will be dealt with very seriously following the university’s policies on Plagiarism as outlined in the Student Manual.

Your work may be subject to submission to plagiarism detection software, submission to this system means that your work automatically becomes part of that database and can be compared with the work of your classmates.

Attendance Requirement

The St. George’s University Student Manual (2019/2020) states as follows:

Students are expected to attend all classes and or clinical rotations for which they have registered. Although attendance may not be recorded at every academic activity, attendance may be taken randomly. Students’ absence may adversely affect their academic status as specified in the grading policy. If absence from individual classes, examinations, and activities, or from the University itself is anticipated, or occurs spontaneously due to illness or other extenuating circumstances, proper notification procedures must be followed. A particular course may define additional policies regarding specific attendance or participation” (p. 9).

Examination Attendance

The St. George’s University Student Manual (2019/2020) states as follows:

All matriculated students are expected to attend all assigned academic activities for each course currently registered. Medical excuses will be based on self-reporting by students. Students who feel they are too sick to take an examination or other required activity on a specific day must submit the online SAS medical excuse, which is available on Carenage. Students are only allowed two such excuses a year. Upon consultation with the Director of University Health Service, the third excuse will result in a mandatory medical leave of absence. The policies regarding make-up examinations are at the option of the Course Director” (p.46).

For additional specific examination policies and procedures, refer to the St. George’s University Student Manual (2019/2020), pages 31 through 37.

Student Accessibility and Accommodation Services Policy

The St. George’s University Student Manual (2019/2020) states as follows:

A student with a disability or disabling condition that affects one or more major life activities, who would like to request an accommodation, must submit a completed application form and supporting documentation to the Student Accessibility and Accommodation Services (SAAS) located in the Dean of Students Office. It is highly recommended that students applying for accommodations do so at least one month before classes begin to allow for a more efficient and timely consideration of the request. If a fully completed application is not submitted in a timely fashion, an eligibility determination may not be made, and accommodations, where applicable, may not be granted prior to the commencement of classes and/or examinations” (p. 8).


It is the responsibility of the student to read and understand the policies, laws, rules and procedures that while they could affect your grade for a course, have not been specifically outlined in the course syllabus. These are contained in the St. George’s University Student Manual.