Updated 2017 Feb 15
MRK 460 Global Marketing
Jan-April 2017 Prof. Tim Richardson
tim.richardson"@"senecacollege.ca
course outline
 http://www.senecacollege.ca/ssos/findOutline.do
?schoolCode=77&termCode=20161&subjectCode=MRK460
Mon        Section NMT Newnham 
1:30 - 4:00   room E1401
Wed AM Section NMS Newnham 
10:45 - 1:25 room E1406
Wed PM Section MMS Markham 
2:25 - 5:00   room 564
click to see larger
WTGR in Taipei, Taiwan, pointing out the Canadian Flag
on the globe at Shen Pao-chen Hall
.
January February March  March / April
Chapter 1,
Introduction
Jan 9 Mon Section
Jan 11 Wed AM Section
Jan 11 Wed PM Section
Basics of Int'l Biz specific to Canada
(ever section should read this)
http://www.youtube.com/watch?v=Cbg7WNnEHw4
audio is good, video sux
video summary of the course
--------------------------------------------
Difference between
Global Marketing and International Marketing
Jan 9 Mon Section
Jan 11 Wed AM Section
Jan 11 Wed PM Section
------------------------------------
types of opportunities
(review from MRK106)
did 
o Market Penetration 
o Market Development 
o Product Development 
o Diversification
------------------------------------
Blackberry's
global marketing campaign
- for discussion throughout the term
related to Learning Objective 2,3
WTGR's Jan 2012 Toronto Star article re: Blackberry
Jan 9 Mon Section
Jan 11 Wed AM Section
Jan 11 Wed PM Section
6 Environments
Jan 9 Mon Section
Jan 11 Wed AM Section
Jan 11 Wed PM Section
"uncontrollable" 6E's 
"controllable" 4 P's
lm
Globalization
Jan 24 Wed AM Section
Jan 24 Wed PM Section
Globalization of Customers 
Globalization of Production 
Globalization of Government 

Modular form of global manufacturing / assembling
Jan 24 Wed AM Section
Jan 24 Wed PM Section
.
Big Mac Index
noay 

Sustainable Development
did Jon
https://www.youtube.com/watch?v=qDjXtQRe5uk&
1 min 50 sec
 o Sovereignty Issues
n
------------------------------------------------
Chapter 2 
FDI p. 37 in text
Foreign Direct Investment
 o FDI Concepts
 o FDI in Canada

NGO's
Non Governmental Organizations
related to Learning Objective 6
3rd week
WTOp. 38 in 3rd Ed text
Feb 8 Wed AM Section
IMFp. 39
Feb 8 Wed AM Section
World Bank p. 40
Feb 8 Wed AM Section
United Nations

Physical/Geographic
 Environment
introduced map of 
Canada versus U.S.A.
Jan 9 Mon Section
Jan 11 Wed AM Section
Jan 11 Wed PM Section
- and Global Markets p. 46
- Climate and Topography
Weather extremes
don

5 min 58 sec
T.R. interveiwed on BNN
Feb 8 Wed AM Section
watch this before next week's class
din

http://www.youtube.com/watch?v=t_WmaynNXkU
5 min 46 sec
watch the video done by Seneca
students
MAKE YOUR OWN COMMENTS
n

Protectionism and
Gov't Trade Barriers
Govt Influence on Trade
Jan 22 Mon Section
Jan 24 Wed AM Section
Jan 24 Wed PM Section
- buy national policies
- quotas
don

- tariffs
Jan 22 Mon Section
Jan 24 Wed AM Section
Jan 24 Wed PM Section
- dumping and C.B.S.A.
Jan 22 Mon Section
Jan 24 Wed AM Section
Jan 24 Wed PM Section

click to view
1 min 29 sec
Jan 24 Wed AM Section
Jan 24 Wed PM Section
dumping example explained by students

- subsidies
Jan 22 Mon Section
Jan 24 Wed AM Section
Jan 24 Wed PM Section
Bombardier getting $300M
tweeted Feb 7
Feb 8 Wed AM Section
Feb 8 Wed PM Section
Canadian gov't policy 
which effect trade
http://www.youtube.com/watch?v=jV-d7r0J8HU
Trade Barriers 7 min 7 sec
- raisins from Turkey
- jam to Hong Kong
- margarine / Walmart
Jan 24 Wed AM Section
Jan 24 Wed PM Section
----------------------------------
Business Slang
- Tap Dancing
- S.O.P.
------------------------------------------
Global population trends 
p. 54-61
----------------------------------------------
Chapter 3
Canada's top companies
f
Canada's Trade and Investment
f
Canada - Branding
Country Image
--------------------------------------------
Chapter 4
Viral Marketing
Feb 8 Wed PM Section
in the context of the 
Cultural Environment
Globalization of customers

- VW Superbowl commercial
- Google - India partition

- Saroo Brierley
 youtube.com/watch...4bE 
showed Feb 15 Wed PM Section
 

Chapter 4
Cultural environment
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section
- marketing to diasporas
- rules for Doing Business across Cultures
related to Learning Objective 3
.
http://www.youtube.com/watch?v=Pmb_dDQ-h6o
,d
Translation problems
read on your own
noted Feb 1 Wed AM Section
Hofstede
read on your own

marketing to different cultures - "DIASPORA"
- discussed Diaspora
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section
 economist.com/node/21538742

told students to make contributions
(intending to convert this page to wordpress)
related to Learning Objective 3
------------------------ 
- Hofstede
- rules for doing business across cultures
 1.Uncertainty Avoidance 
 2.Power Distance 
 3.Masculinity-Feminity 
 4.Individualism- Collectivism
-------------------------------
ethics and bribery
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section
 
STUDENT VIDEOS
noted Feb 1 Wed AM Section
noted Feb 1 Wed PM Section
told them to form groups and produce a video by mid-March

CSR
Corporate Social Responsibility
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section
- Obstructionist Stance
- Defensive Stance
- Accommodative Stance
- Proactive Stance
Case Study - Talisman
Case Study - Toyota
did Feb 1 Wed AM Section
Case Study - Apartheid
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section
Moral Hazard
Bribey
blood diamonds
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section

the ethics unit is large, take time to read all of it
ethics effected by the
6 Environments
http://www.youtube.com/watch?v=OBUaopHHxYU
noted Feb 1 Wed AM Section
you should watch on your own and make comments
.
ethics re: Toyota
d
http://watch.bnn.ca/#clip270260
WTGR on BNN News
need someone to fid the correct URL link
----------------------------------------
Ethics and Moral Hazard
did Feb 1 Wed PM Section
----------------------------------------
Ethics and Whistleblowers
ethics-whistleblowers.htm
did Feb 1 Wed PM Section
----------------------------------------
Moral Hazard
https://www.youtube.com/watch?v=ix5ST_m6_MI
watch and make comments

Canada CFPO Act
-------------------------------
Chapter 5
Int'l Trade Theories
diS
Economic and Technological environment 
Economic Environment
di
Factors effecting the 4X rate
di

------------------------------------------------
Chapter 6
Political and Legal environment 
how politics and regulations effect business

0 Political Environment
dn
Redberry
Chevy Lumina in NYC
Gator Teds - MJ
French language laws
.
0 Political risk
dn
  Confiscation
  Expropriation
  Domestication(Nationalization)

0 Contingency planning
0 Defensive / Integrative
0 Personal risk
registration with the Canadian Embassy
did Feb 1 Wed AM Section
did Feb 1 Wed PM Section

Cdn Gov't agencies
dn
CCC ccc.ca
CBSA cbsa-asfc.gc.ca
EDC  edc.ca
DFAIT international.gc.ca
----------------------------------------------
Chapter 7
Marketing Research
 
sources of info on
Feb 8 Wed AM Section
- governments
- associations
story about industry associations
Feb 8 Wed AM Section
Feb 8 Wed PM Section
- corporate webpages
http://www.youtube.com/watch?v=wQko-o2Siq8
5 min 12 sec.
Feb 8 Wed AM Section

Diplomatic Posts
Feb 8 Wed AM Section
Feb 8 Wed PM Section
Embassy/High Commission
Consulate General
Consulate
dn
https://www.youtube.com/watch?v=kIeQkreVIyo.
2 min 34 sec
explanation of embassies
--------------------------------------------
sulibreezy
Hate School/Love Education
showed Feb 1 Wed PM Section

Chapter 8
Multinational Market Regions and Market Groups
related to Learning Objective 6
for 
- Canadian Govt Int'l Organizations and Forums
did Feb 15 AM Section
did Feb 15 PM Section
 o NAFTA
discuss in context of Pres. Trump's comments on changing NAFTA 
did Feb 15 AM Section
did Feb 15 PM Section
2017 NAFTA Link
 ....international.gc.ca
/trade-agreements...
.
 o CAN-US relations
did Feb 15 AM Section
did Feb 15 PM Section
https://www.youtube.com/watch?v=7dbXOQ77uS0
shon
 o ASEAN
 o APEC
 o European Union
 o OECD
did Feb 15 AM Section
did Feb 15 PM Section
.
Country Evaluation and Selection
did Feb 15 AM Section
did Feb 15 PM Section
- choosing mktg  production sites, 
- weighing variables
------------------------------------------------
Chapter 9
Emerging Markets
.
- rules for doing business across cultures
- mother tongue marketing
din

- Mother tongue marketing on wordpress  https://mothertongue
marketing.wordpress.com/
built by Alina M, Kristina K, and Asia B in March 2015
a
-----------------------------------------------
Chapter 10
Strategies for International Expansion
HR staffing policies
make sure you read throughly on your own
did Feb 15 AM Section
did Feb 15 PM Section
Managing diverse workforce
did Feb 15 AM Section
did Feb 15 PM Section
 o Ethnocentrism
 o Polycentrism
 o Regiocentrism
 o Geocentrism
 
discussed Russell Peters video in the context of "accents"
 youtube.com/watch
?v=3uLqrtRnrHw
did Feb 15 AM Section
did Feb 15 PM Section
.
Should we expand or not
Why Export
id Feb 15 PM Section
Proactive reasons
 - Coke/Pepsi.Russia
id Feb 15 PM Section
Reactive reasons
.
Discuss Tim Hortons expansion
.
Various 
"Choice of Entry Modes"
did partly Feb 15 PM Section
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
did partly Feb 15 PM Section
http://www.youtube.com/watch?v=Dy_3tvCrXao
is.
- make comments on the video
Indirect Exporting 
Co-op or Piggyback Exporting
Direct Exporting 
Licensing
Franchising
Contract Manufacturing
Management Contracts
Turnkey Operations
Joint Venture
 - Co-op Joint Venture
 - Equity Joint Venture
Alliances
 - Strategic Alliances
 - Equity Alliances
Wholly Owned Subsidiaries 
 - Acquisitions
 - Greenfield Operations
Consortiums
---------------------------------------------
Marketing Orientation for Int'l Business
http://www.youtube.com/watch?v=qE4w4VwEdSU&list=UUAtk_NQTEd9jP4hEI6lPUHA
di
Tim Hortons selling tea
told students to watch and make comments

Outsourcing and
Offshoring
d
Offshoring to India, China
Offhshoring moving to Mexico because of NAFTA
 
Video Assignment
Ethics
Details
dition

STUDENT VIDEOS

due 3rd week in March

Chapter 11
The Int'l Marketing Mix
- Products / Services

Chapter 11
Product Quality
TQM 
did n
https://www.youtube.com/watch?v=l0sq7WNz1c4&feature=youtu.be
done by Vincent Chiu and Kevin Tu, 5 min 17 sec
why 99.9 accuracy is not enough when you make 10 million units
.
click to view
did n
Prof. Richardson
interviewed on CTV about car recalls re: 
Product Quality
-----------------------------------
Chapter 11
Product Quality
.
Market Development 
Market Penetration
selling more to existing customers versus selling more to new customers
http://www.youtube.com/watch?v=_rQzCL0FwX0
diction
video on advantages of
Market Development in the context of profile info on customers and outsourcing risks
goes w the Outsourcing discussion
------------------------------------------------
Universal Standards
ISO 9000
www.iso.org
didn
Barriers to Entering Global Markets
Protectionism
Govt Influence on Trade

Brands in int'l markets
d
look for other examples of Canadian brands marketed outside Canada

Country Image Effects on 
Branding
(read on your own)

ExportFinancing
CdnGovt
dion
- DFAIT, - CIDA
- EDC, - CCC
- PEMDs
----------------------------------------------
Chapter 12
The International Marketing Mix: Distribution

Trading Companies p. 380
- keiretsu
- sogoshosha
d

Using the Internet for distribution
benefits and limitations
din

Freight Forwarders p. 394
Canadian International Freight Forwarders Assoc
 www.ciffa.com
------------------------------------------
Chapter 13
The International Marketing Mix: Pricing

Exchange Rate fluctuations
4X.htm
nn

dumping p. 419

Pricing Strategies
- skimming
- geographic pricing
d

Countertrade p.423-425
dn
.
LCs Letters of Credit p. 428
dn
-----------------------------------------------
Chapter 14
The International Marketing Mix: Integrated Communications

Global Advertising p. 439

Cultural Diversity
d0

Media (Social Media)

Designing the salesforce
expatriate sales personnel
TCN 3rd country nationals
HR for IB
Human Resources for
Int'l Business
.
HR - wage rate comparisons
.
https://www.youtube.com/watch?v=I847nFEnPmg
d
Ethnocentric Staffing Policy
Polycentric
Geocentric
din

Trade Shows / Fairs
Trade Missions p. 461
din
-----------------------------------------------
Chapter 15
Negotiating
- listen more, talk less
-----------------------------------------------
Chapter 16
(not done in 2012)
Managing
-----------------------------------------------
Chapter 17
Trends effecting int'l marketing p. 531
- online business
- social media
- multi-culturalism
- tribal consumers p. 541

Ethics in int'l mktg
corruption and bribery
p. 543 - 548

Social Responsibility p. 550

Marketing Plan Presentations
Presentation Tips
d
explained "tap dancing"
related to Learning Objective 7

Marketing Plan due

Marketing Plan Group Project Details
 
 

click to make comments on the whole course
Final Comments on the whole course for 2014, can be used for 2017
nn

Mon Section NMT
Newnham
Jan 9
Jan 16
Jan 23
Jan 30 prof sick
Feb 6
Feb 13
Feb 20 holiday
Feb 27 - Mar 3 Break Week
Mar 6  Mid Term Exam
Mar 13
Mar 20 Video Assignment
Mar 27 Group Presentation
Apr 3
Apr 10 Report Due

Presentation tips

Apr 17-21 exam week
Presentation Marks Sheet

Wed Section NMS
Newnham
Jan 11
Jan 18 prof sick
Jan 25
Feb 1
Feb 8
Feb 15
Feb 22 Mid Term Exam
Feb 27 - Mar 3 Break Week
Mar 8
Mar 15 
Mar 22 Video Assignment
Mar 29 Group Presentation
Apr 5
Apr 12 Report Due
Presentation tips

Apr 17-21 exam week
Presentation Marks Sheet
 

Wed Section MMS
Markham
Jan 11
Jan 18 prof sick
Jan 25
Feb 1
Feb 8
Feb 15
Feb 22 Mid Term Exam
Feb 27 - Mar 3 Break Week
Mar 8
Mar 15 
Mar 22 Video Assignment
Mar 29 Group Presentation
Apr 5
Apr 12 Report Due
Presentation tips

Apr 17-21 exam week
Presentation Marks Sheet

http://highered.mcgraw-hill.com/sites/0070136793/information_center_view0/
International Marketing
3rd Canadian Edition
Cateora et al
used in 2012, 2013, 2014, 2015
http://highered.mcgraw-hill.com/sites/0070984956/information_center_view0/
used in 2011
Cateora, International Marketing, 2nd Canadian Edition, McGraw-Hill
http://highered.mcgraw-hill.com/sites/0070984115/information_center_view0/
Global Business Today, 2/e
ISBN: 0070984115
used by WTGR in 2010
.
http://www.youtube.com/watch?v=VgZGS3vvm_A Ethics Assignment - for ALL sections

Prof. Richardson describing the ethics assignment
- due second week in March 2015
(the video to the left was done in 2012 but applies to 2015)

- can be done individually or in a group
- when you are finished, give the file to WTGR on a USB so it can be loaded on to the WTGR YouTube channel
disMU
 

v.
http://www.youtube.com/watch?v=bcuw9bMYgHY http://www.youtube.com/watch?v=8tXadb6IsKI http://www.youtube.com/watch?v=Zh_3o1npTEg http://www.youtube.com/watch?v=k1w28eG3jyA http://www.youtube.com/watch?v=xRrPMWWENhM http://www.youtube.com/watch?v=TI8JxwBvnII http://www.youtube.com/watch?v=wCxYyI_iWj0
Read The Newspaper
Part 1
Read The Newspaper
Part 2
getting rich on the stock market
Read The Newspaper
Part 3
learn an
Industry Sector
Read The Newspaper
Part 4
Business magazines
are important
Earning
Class
Participation
Marks
- basics
Class
Participation
- how you earn the highest marks
Class
Participation
- how they are calculated
- the numbers
..
http://www.youtube.com/watch?v=LxguksrUZfk http://www.youtube.com/watch?v=B7e9WSnC0Tk http://www.youtube.com/watch?v=ybZbld2gyLI http://www.youtube.com/watch?v=bsPyhq52IwU http://www.youtube.com/watch?v=FiLByz-IaAE&feature=youtu.be
Group Work
- what the Report should look like
- binding, pages, table of contents
Group Work / Reports Part 2
The importance of using "Mature Language" in your writing
Group Work / Reports Part 3
important considerations
Group Work / Reports Part 4
Coordinating the submission
Communication w group members
Group Work / Reports Part 5
The importance of spelling and grammar and how you can help each other

Global Marketing Plan

Components


 
Grading Breakdown / Modes of Evaluation for  2017
 
Individual Presentation / assignments/quizzes / class participation details 25%
International marketing plan Group report 15%
International marketing plan Group presentation 10%
Midterm Test  25%
Final Exam 25%
..
.
...
Grading Breakdown / Modes of Evaluation for  2012 - 2015
 
Individual Presentation / assignments/quizzes / class participation details 20%
International marketing plan Group report 15%
International marketing plan Group presentation 10%
Midterm Test  25%
Final Exam 30%
..
.
...
 
 
http://www.youtube.com/watch?v=bcuw9bMYgHY Read the newspaper on a regular basis

Watch my YouTube video to understand why

Part 1 www.youtube.com/watch?v=bcuw9bMYgHY
(why this helps you in class, and in job hunting)

Part 2 www.youtube.com/watch?v=8tXadb6IsKI
( a story abut how I made money on the stock market cause I read the newspaper and learned about a particular company)

m
..
http://www.dfait-maeci.gc.ca/menu-e.asp a site you should regularly visit for MRK 460
and, if you want contact info for a fed gov employee  http://direct.srv.gc.ca/cgi-bin/direct500/
http://www.dfait-maeci.gc.ca/canadexport/menu-en.asp http://www.dfait-maeci.gc.ca/canadexport/menu-en.asp
strongly recommended you read the top stories from CanadExport once a month
.\
MRK460 2014 Jan-Apr 2014 outline used at Markham campus senecac.on.ca/cgi-bin/subject?s1=MRK460http://www.senecac.on.ca/ssos/findOutline.do?schoolCode=SMM&termCode=20141&subjectCode=MRK460
MRK460 2012 Jan-Apr 2012 outline used at Markham campus senecac.on.ca/outlines/121/SMEB/MRK460.HTM
MRK460 2010 Outline (summer 2010) used at Markham campus  senecac.on.ca/outlines/102/SMEB/MRK460.HTM
MRK460 2008 Outline (summer 2008) used at Markham campus senecac.on.ca/outlines/082/SMEB/MRK460.HTM
IBM600 2007 Outline as used at Markham campus   http://www.senecac.on.ca/outlines/071/FOB/IBM600.HTM
IBM600 2008 Outline as used at Newnham campuss http://www.senecac.on.ca/outlines/081/FOB/IBM600.HTM

..
"Engaging the audience"
One student, Eddie Sirouspour in the wed section of MRK460 gave a prize to a member of the "student audience" when his group did their presentation Wed April 10th 

The prize was 2 tickets to see any favourite artist performing at the Festival's Mainstage Marquee Shows - i'd say this was a pretty impressive thing for Eddie to arrange and is a good example of a person trying to go "above and beyond" what is expected.

Thanks Eddie, you made the Wed section memorable.
WTGR

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