Updated 2018  May 2
MRK 460 Global Marketing
May, June, July, Aug 2018
tim.richardson"@"senecacollege.ca
steven.litt@senecacollege.ca
. http://www.senecacollege.ca/ssos/findOutline.do
?schoolCode=77&termCode=20161&subjectCode=MRK460

Prof. Litt May - June
tel: 416-491-5050 ext 77106 Markham

Prof. Richardson   July-Aug
tel: 416-491-5050 ext 77534 Markham
tel: 416-491-5050 ext 24544 Newnham
click to see silly pic

Tim - Louvre - glass pyramid - click to view larger
Louvre, Paris April 2017
click to see larger
WTGR in Taipei, Taiwan, pointing out the Canadian Flag
on the globe at Shen Pao-chen Hall
.
May June July July/Aug
Quorum
reading the newspapers
business slang
Shopify
SOPs
Takeaways
Tapdancing
Cultural appropriation
"Guerilla" marketing
-  -  -  -  -  -  -
"uncontrollable" 6E's 
6 Environments
"controllable" 4 P's
4 P's
- - - - - - - - - - - - - - - - - - - 
Chapter 1,
Introduction

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

------------------------------------
types of opportunities
(review from MRK106)

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
 
 


discussed failures of
improper segmentation

GoPro
- not doing so well in 2018

- competition from new features on Android and iPhones
 https://www.theglobeandmail
.com/report-on-business/........
 
 

lm
Globalization

Globalization of Customers 
Globalization of Production 
Globalization of Government 

Modular form of global manufacturing / assembling
- explained in class

.
Big Mac Index
Sustainable Development

https://www.youtube.com/watch?v=qDjXtQRe5uk&
1 min 50 sec
 o Sovereignty Issues

------------------------------------------------
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
.
WTO
 

IMF
d
World Bank
d
United Nations

Physical/Geographic
 Environment
introduced map of 
Canada versus U.S.A.
 

- and Global Markets p. 46
- Climate and Topography
Weather extremes


5 min 58 sec
T.R. interveiwed on BNN
 
 

http://www.youtube.com/watch?v=t_WmaynNXkU
5 min 46 sec

MAKE YOUR OWN COMMENTS
 

Protectionism and
Gov't Trade Barriers
Govt Influence on Trade
Canadian gov't policy 
which effect trade

- buy national policies
- quotas
.
- tariffs
Tariffs "in the news" march 2018 because POTUS Trump threatened to put a tariff on Canadian Steel
https://www.youtube.com/watch?v=F3_t9zu4Vdw
5 min 24 sec
This video is  a discussion of Tariffs
Tariffs - basica
Ad Valorem taxes
WTO and tariffs
negative effects on Americans
positive effects on Americans
negstive effects on Canadians
 

uploaded 2018 March 19
.
- dumping and C.B.S.A.
 

click to view
1 min 29 sec
dumping example explained by students

- subsidies

http://www.youtube.com/watch?v=jV-d7r0J8HU
Trade Barriers 7 min 7 sec
- raisins from Turkey
- jam to Hong Kong
- margarine / Walmart

------------------------------------------

Chapter 3
Canada's top companies
.
Canada's Trade and Investment
.
Canada - Branding
Country Image
---------------------------------------------
Chapter 4
Viral Marketing

in the context of the 
Cultural Environment
Globalization of customers
- 2013 Superbowl commercial
- Jamaican VW 1 min 
- parody / spoof version 2 min

Google - global branding
- India partition video 3min 32 sec
- Saroo Brierley video 3min 

Bell Commercial / Dieppe 1 min
WTGR Flanders 1 min 27 sec
Bell, Poppy 2015 1 min 30 sec
-------------------------------------------
Chapter 4
Cultural environment

- 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

Hofstede
read on your own
 
Why Americans are different than Canadians due to population numbers and countryof origin
- map of North America
- immigration patterns
- size of cultural groups
- multiculturalism
 
---------------------- 
Video Assignment 2018
Ethics / Weather
Details
 

STUDENT VIDEOS

the first one for March 2018
click to view

----------------------- 
marketing to different cultures - "DIASPORA"
- discussed Diaspora

 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
 
STUDENT VIDEOS
told them to form groups and produce a video by mid-March

CSR
Corporate Social Responsibility

- Obstructionist Stance
- Defensive Stance
- Accommodative Stance
- Proactive Stance
.
Case Study - Toyota
Case Study - Apartheid

Moral Hazard
Bribey
blood diamonds
 

Case Study - Loblaws 2018
 .cbc.ca/news/.....

ethics effected by the
6 Environments
http://www.youtube.com/watch?v=OBUaopHHxYU
you should watch on your own and make comments
.
ethics re: Toyota

http://watch.bnn.ca/#clip270260
WTGR on BNN News
need someone to fid the correct URL link

----------------------------------------
Ethics and Moral Hazard

----------------------------------------
Ethics and Whistleblowers
ethics-whistleblowers.htm
wi
----------------------------------------
Moral Hazard
https://www.youtube.com/watch?v=ix5ST_m6_MI
watch and make comments
d

.
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)
 

----------------------------------------------
Chapter 7
Marketing Research (which will be discussed by Prof. Faed)
 
sources of info on

- governments
- associations
story about industry associations
di
- corporate webpages
http://www.youtube.com/watch?v=wQko-o2Siq8
5 min 12 sec.
di

Chapter 6
Political and Legal environment

0 Contingency planning
did Wed Mar 7 Section MMT
did Wed Mar 7 Section MMS
0 Defensive / Integrative
did Wed Mar 7 Section MMT
did Wed Mar 7 Section MMS
0 Personal risk
registration with the Canadian Embassy
did Wed Mar 7 Section MMT
did Wed Mar 7 Section MMS
did Mon Mar 19

Cdn Gov't agencies
.
CCC ccc.ca
CBSA cbsa-asfc.gc.ca
did Wed Mar 7 Section MMT
did Mon Mar 19
EDC  edc.ca
DFAIT international.gc.ca
did Wed Mar 7 Section MMT
did Wed Mar 7 Section MMS
did Mon Mar 19
- - - - - - - - - - - - - - - -
Diplomatic Posts
did Wed Mar 7 Section MMT
did Wed Mar 7 Section MMS
did Mon Mar 19
Embassy/High Commission
Consulate General
Consulate
.
https://www.youtube.com/watch?v=kIeQkreVIyo.
2 min 34 sec
explanation of embassies

LIST OF EMBASSIES AND CONSULATES
 travel.gc.ca/...
link March 2018
- - - - - - - - - - - - - - - - - - - - - -
 
"Success leaves clues"
Tony Robbins
did Wed Mar 14 Section MMS
did Mon Mar 19
.
Chapter 8
Multinational Market Regions and Market Groups
related to Learning Objective 6
for 
- Canadian Govt Int'l Organizations and Forums
dn
 o NAFTA

.
 o CAN-US relations
d.n
https://www.youtube.com/watch?v=7dbXOQ77uS0
shon
 o ASEAN
 o APEC
 o European Union
 o OECD
din
.
Country Evaluation and Selection
n
- 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
Wed Mar 28 Section MMT
Wed Mar 28 Section MMS
Managing diverse workforce
Wed Mar 28 Section MMT
Wed Mar 28 Section MMS
 o Ethnocentrism
 o Polycentrism
 o Regiocentrism
 o Geocentrism

HR - wage rate comparisons
.
https://www.youtube.com/watch?v=I847nFEnPmg
d
discussed Russell Peters video in the context of "accents"
 youtube.com/watch?
v=z4KhEj0ai5E
Wed Mar 14 Section MMS
Wed Mar 28 Section MMT
.
Should we expand or not
Why Export
Wed Mar 14 Section MMS
Mon Mar 26 Section NMT
Wed Mar 28 Section MMT
Proactive reasons
 - Coke/Pepsi.Russia
Wed Mar 14 Section MMS
Mon Mar 26 Section NMT
Wed Mar 28 Section MMT
details...redkalinka.com...
Reactive reasons
.
Various 
"Choice of Entry Modes"
d.
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
.
http://www.youtube.com/watch?v=Dy_3tvCrXao
told Wed Section MMS to make one like this
did Wed Mar 7 Section MMS
did Wed Mar 14 Section MMT
did Mon Mar 26 Section NMT
- 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
Wed Mar 14 Section MMS
Mon Mar 26 Section NMT
Wed Mar 28 Section MMT
Tim Hortons selling tea
told students to watch and make comments

Outsourcing and
Offshoring
did Wed Mar 14 Section MMT
did Wed Mar 14 Section MMS
did Mon Mar 19 - read it all
Offshoring to India, China
Offhshoring moving to Mexico because of NAFTA
-------------------- 
explained the ancient spice trade as a part of the origins of global business and the relationship to nutrition

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

Chapter 11
Product Quality
TQM 
Wed Mar 14 Section MMT
Wed Mar 14 Section MMS
did Mon Mar 19 - read it all
https://www.youtube.com/watch?v=l0sq7WNz1c4&feature=youtu.be
done by Vincent Chiu and Kevin Tu, 5 min 17 sec
did Wed Mar 14 Section MMT
did Wed Mar 14 Section MMS
Mon Mar 19 - you should watch this video
.
why 99.9 accuracy is not enough when you make 10 million units
did Wed Mar 14 Section MMT
did Wed Mar 14 Section MMS
did Mon Mar 19
.
click to view
Wed Mar 14 Section MMT
Wed Mar 14 Section MMS
Mon Mar 19 - we did not have time to see this in class - watch it on your own
Prof. Richardson
interviewed on CTV about car recalls re: 
Product Quality
-------------------------------------------
sulibreezy
Hate School/Love Education
did Wed Jan 16 Section MMS

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
di
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
did
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
did Wed Mar 28 Section MMS
did Mon Apr 2
did Wed Apr 4 Section MMT
- DFAIT, - CIDA
- EDC, - CCC
- PEMDs
using the strategy of networking through industry associations
http://www.witiger.com/internationalbusiness/countryinfoAssociations.htm
did Wed Mar 28 Section MMS
did Mon Apr 2
did Wed Apr 4 Section MMT
----------------------------------------------
Chapter 12
The International Marketing Mix: Distribution

Trading Companies p. 380
- keiretsu
- sogoshosha
d
Using the Internet for distribution
benefits and limitations
did Mon Apr 2
did Wed Apr 4 Section MMT

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

Exchange Rate fluctuations
4X.htm
di

dumping p. 419

Pricing Strategies
- skimming
- geographic pricing
d

Countertrade p.423-425
.
.
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)

Trade Shows / Fairs
Trade Missions p. 461
din
-----------------------------------------------
Chapter 17
Trends effecting int'l marketing p. 531
- online business
- social media
- multi-culturalism
- tribal consumers p. 541
----------------------- 
 
Domain Names 
did Mon Apr 2
o marketing strategies
o registering a domain
o domain scams
o domain phishing
o domain hacking
o domain disputes
o domain Verisign issues

http://www.youtube.com/watch?v=Wpx5IMduWX4
phishing and spear phishing explained in a video

Domain Name Videos
assigned for ..
class told to watch, and make comments
http://www.witiger.com/ecommerce/domainnamesregister.htm
Video 1  intro
Video 2 registration / hosting
Video 3  TLDs
Video 4  mktg strategies
Video 6  hacking

-----------------------. 
Marketing Plan Presentations
Presentation Tips

Marketing Plan Group Project Details
Mon Jan 29 Section NMT - briefly
Wed Mar 7 Section MMS briefly

click to make comments on the whole course
Final Comments on the whole course for 2014, can be used for 2018
nn
-----------------------------------------------
Presentation Tips
 witiger.com/tips.htm
di
- don't say numbers unless you compare
- don't say dates unless you explain meaning
- explained tap dancing
- powerpoint not powersentances
-  -  -  -  -  -  - 
 Global population trends 
di

countries over 200 million

di
Redneck Marketing ?

1 min 18 sec
Wed Mar 28 Section MMT
Wed Mar 28 Section MMS
 

PowerPoints for the
2018 April Presentations
added April 9th
Monday Class
 witiger.com/powerpoints
/MRK460/MRK460-2018
-April-Monday-class/

Wed AM Class
Wed PM Class

Tue Section MMS Markham
11:40 - 2:20 room M416
May 8
May 15
May 22
May 22
May 29
June 5
June 12
June 19 Mid Term Exam 

Summer Break 
June 24 - June 29

July 2
July 10
July 17 Video Assignment
July 24
July 24
July 31
Aug 7 last class
Aug 7 Group Presentation
Aug 16 Exam in class
Presentation tips
.
Presentation Marks Sheet
Thu Section NMA Newnham
09:50 - 12:30 room A2534
May 10
May 17
May 24
May 24
May 31
June 7
June 14
June 21 Mid Term Exam 

Summer Break 
June 24 - June 29

July 4
July 12
July 19 Video Assignment
July 26
July 26
Aug 2
Aug 9 last class
Aug 9 Group Presentation
Aug 18 Exam in class
Presentation tips
.
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 (2018)

Prof. Richardson describing the ethics assignment
- due first week in March 2018
(the video to the left was done in 2012 but applies to 2018)

- 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

 

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  2018
 
 
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 
old link http://direct.srv.gc.ca/cgi-bin/direct500/
http://www.dfait-maeci.gc.ca/canadexport/menu-en.asp old link 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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cc

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