Syllabus for GMK-703



Global Marketing allows students to apply marketing concepts to global markets. Product, price, distribution, and communication strategies are examined in the global context. This course will also apply issues of research, segmentation, targeting, and positioning to global markets. Global Marketing emphasizes cultural, political, regulatory, and economic factors that come into play when marketing in other countries. Students taking this course will also analyze and assess the marketing tools, practices, and experiences that are used to address business opportunities and issues. The course will examine programs and mechanisms used to create sustainable competitive advantage in the global marketplace. Students taking Global Marketing will collaborate to create a marketing strategy for a specific product to be marketed in a specific country and/or region of the world.


After completing this course, you should be able to:

  1. Differentiate between global and international marketing, and explain the role of each in today’s economy.
  2. Analyze the four main types of global economic systems.
  3. Examine the institutions and regional cooperation agreements that affect trade patterns.
  4. Integrate marketing research and marketing information systems into a global marketing plan.
  5. Create segmentation, targeting, and positioning strategies.
  6. Evaluate alternative market entry plans.
  7. Explain global product, price, distribution and communication approaches.
  8. Integrate pertinent marketing elements into a competitive strategy.


You will need the following materials to do the work of the course. The required textbook is available from the College’s textbook supplier, MBS Direct.

Required Textbook

Keegan, W., & Green, M.. (2013). Global Marketing .Boston: Pearson

ISBN: 978-0-13-271915-5

Other Resources


Global Marketing is a three-credit online course, consisting of eight (8) modules. Modules include an overview, topics, study materials, and activities. Module titles are listed below.

Consult the course Calendar for assignment due dates.


For your formal work in the course, you are required to participate in online discussion forums, complete written assignments, attend two synchronous events and complete a global marketing plan paper and presentation (a third synchronous event). See below for details.

You will find Evaluation Rubrics for the discussion forums, assignments, and marketing plan in the Evaluation Rubrics area of the course site.

Consult the course Calendar for assignment due dates.

Discussion Forums

You are required to participate in seven (7) graded discussion forums. Discussion forums are on a variety of topics associated with the course modules. There is also an ungraded but required introduction forum in Module 1.

Written Assignments

You are required to complete six (6) written assignments, one of which is the cumulative midterm assignment. These assignments require answers of 250 to 500 words (with a typical font and spacing this will come to 1 to 2 pages). Please choose a simple, readable font, such as Times Roman or Arial.

The written assignments require you apply the concepts to answer questions or analyze case studies that are related to the topics covered in each module. Keep in mind that you are expected to provide original work throughout this course. If your submitted work is found to be plagiarized, you will receive a zero for the assignment.

Synchronous Events

Synchronous events will be held during modules 3 and 5 of the semester; you will use the same platform for the oral presentation of your paper in module 7 (or 8). Students will dial into a teleconference number (provided by your mentor) at a set time.  Your mentor will work with the class to propose a time that works best and accommodates the majority.  

*Mentors’ instructions for this activity are available in the instructor's resources area of the course website.

Final Project: Global Marketing Plan

You will work throughout much of the course to create a 2,000- to 2,500-word global marketing plan for a product and country/region of your choice. (See the Global Marketing Plan area of the course site for details about this project.)

A fuller description of the final project is available in the Global Marketing Plan section of the course Web site.


Your grade in the course will be determined as follows:

All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:
























Below 73

To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects, etc.). Graduate students must maintain a B average overall to remain in good academic standing.


First Steps to Success

To succeed in this course, take the following first steps:

Study Tips

Consider the following study tips for success:


Students at Thomas Edison State College are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.


Academic Dishonesty

Thomas Edison State College expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the College insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty can take the following forms:

Please refer to the Academic Code of Conduct Policy in the College Catalog and online at




Using someone else’s work as your own is plagiarism. Thomas Edison State College takes a strong stance against plagiarism, and students found to be plagiarizing will be severely penalized. If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, or without identifying it as a direct quote, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > “Citing Sources.”)

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else’s. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

For examples of unintentional plagiarism, advice on when to quote and when to paraphrase, and information about writing assistance and originality report checking, click the links provided below.

Examples of Unintentional Plagiarism 

When to Quote and When to Paraphrase

Writing Assistance at Smarthinking

Originality Report Checking at Turnitin


Disciplinary Process

First-time incidents of academic dishonesty concerning plagiarism may reflect ignorance of appropriate citation requirements. Mentors will make a good faith effort to address all first-time offenses that occur in courses. In these cases, the mentor may impose sanctions that serve as a learning exercise for the offender. These may include the completion of tutorials, assignment rewrites, or any other reasonable learning tool including a lower grade when appropriate. The mentor will notify the student by e-mail. Decisions about the sanctions applied for subsequent plagiarism offenses or other violations will be made by the appropriate dean’s office, with the advice of the mentor or staff person who reported the violation. The student will be notified via certified mail of the decision. Options for sanctions include:

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