Prof. Strickland will be teaching the course July  - Aug 2020 and will be in direct contact with you through email and using content provided through Blackboard

MRK 460  Global Marketing

Email w cell number
i will call you back

-  -  -  -  -  -  -
"uncontrollable" 6E's 
6 Environments
for May 29 AM class
for May 29 PM class
"controllable" 4 P's
4 P's
for May 29 AM class
for May 29 PM class
- - - - - - - - - - - - - - - - - - - 
 

Chapter 1

Introduction

Basics of Int'l Biz specific to Canada
(ever section should read this)

audio is good, video sux
video summary of the course
read on your own
--------------------------------------------
Difference between
Global Marketing and International Marketing
read on your own 
explained May 29 AM class
explained May 29 PM class
------------------------------------
types of opportunities
(review from MRK106)
for May 29 AM class
for May 29 PM class
o Market Penetration
o Market Development
    - Telus
    - Rogers
    - Bell Mobility
o Product Development 
o Diversification
- relates to "why" companies do int'l biz
did May 29 AM class
------------------------------------
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
for May 29 AM class
for May 29 PM class
. 

discussed failures of
improper segmentation

GoPro
- not doing so well in 2018
- competition from new features on Android and iPhones
lm
Globalization
for May 29 AM class
for May 29 PM class
Globalization of Customers 
did  June 12
Globalization of Production

did  June 12
Globalization of Government 
Text 5th Ed. p. 5-30
.
Modular form of global manufacturing / assembling
- explained in class
..

Globalization of Government 
WTO trade rulings
example - winter rims
CTC - Brazil

slowbalization

decrease in Globalization 
did Jan 
.
Big Mac Index
Sustainable Development
Text 5th Ed. p. 39

1 min 50 sec
Sustainability
Text 5th Ed. p. 39

Chapter 2

Canada Bill S-21
Corruption of Foreign Officials Act

Protection of 
Intellectural Property

GNI
PPP

Canada's top companies
 

Canada's Trade and Investment
.
Canada - Branding
Country Image
.

Geographic Environment and "Climate Change"

Physical/Geographic
 Environment
did May 29 AM class
introduced map of 
Canada versus U.S.A.
Canada - USA 
map - differences
above the 49th

above the 60th
.
- and Global Markets p. 46
- Climate and Topography
Weather extremes
for May 29 AM class
for May 29 PM class
5 min 58 sec
T.R. interviewed on BNN
for May 29 AM class
.

5 min 46 sec

for May 29 AM class
Weather Extremes effect on the food system
- globalization of grain markets
from students in 
MRK460 Jan-Apr 2019
 

Contingency Planning

.
Contingency planning
UTSC - exam contingency plan

.

Sources of Information

.

sources of info for May 29 AM class for May 29 PM class - governments - associations n - corporate webpages 5 min 12 sec. di

Diplomatic Posts
for May 29 AM class
for May 29 PM class
Embassy/High Commission
Consulate General
Consulate
.
.
2 min 34 sec
explanation of embassies

LIST OF EMBASSIES AND CONSULATES
 travel.gc.ca/...
link March 2018
for May 29 AM class
for May 29 PM class
 

Chapter 3

Cultural environment
for June 5
- marketing to diasporas
- rules for Doing Business across Cultures
for June 5

YouTube video
watch, and make comments
4 min 20 sec
for June 5
,d
Translation problems
briefly noted for June 5
. 
mother tongue marketing
marketing to different cultures - "DIASPORA"
- discussed Diaspora
for June 5
.
economist.com/node/21538742
 Mother tongue marketing on wordpress https://mothertongue
marketing.wordpress.com/
built by Alina M, Kristina K, and Asia B in March 2015

Europe
population map
did June 5 Fri AM class
did June 5 Fri PM class
graphic for background to general discussion about Global Marketing
. 

world population map
graphic for background to general discussion about Global Marketing
did June 5 Fri AM class
did June 5 Fri PM classzzzzzzz

2020
 o USMCA  the American website
for June 5
 o CUSMA  the Canadian website
for June 5
 .

Fundamental differences between Canada and the USA did June 5 Fri AM class did June 5 Fri PM class - history, geography CAN-US relations did June 5 Fri morning class Canadian - American historical differences student video, 2010 7 min 35 sec noted for June 5 from The  Richardson Report Canada-U.S. differences YouTube video 1 min 12 sec quoting Hofstede.. due to population numbers and country of origin Canada .. too many rules Darwinism - map of North America - immigration patterns - size of cultural groups - multiculturalism

. 

The Corona Virus 4th week of Janaury 2020 - a "teachable point" Contingency Planning Analyzed in the context of the 6 E's o Politics, Regulations o Economics o Social-Cultural o Technology o Geography o Competition What is at risk - population health - corp. profitability - government competency

zzzzzzzz

Chapter 4 Ethics

2019 Text  5th Ed. 
p. 127 - 143, 153 - 161

The Most Corrupt 
Business Sectors, 
for June 12
according to the OECD report
 ...oecd-report.htm
1. Extraction 
   - mining - logging
2. Construction - building
3. Transportation
  - roads, railways, bridges
4. IT - telecommunications
. 
Culture and the Workplace
2019 Text  5th Ed. p. 113-116

Ethics and bribery
began June 5 Fri AM class
began June 5 Fri PM class
more discussion June 12
.
STUDENT VIDEOS
ethics - previous videos by 
former students
CSR
Corporate Social Responsibility
did June 5 Fri , June 19 AM class
- Obstructionist Stance
June 19 AM class
- Defensive Stance
- Accommodative Stance
- Proactive Stance
.
Case Study - Toyota p. 159
June 19 AM class
.
Case Study - Apartheid
d
Case Study - blood diamonds

Case Study - Loblaws 2018
 .cbc.ca/news/.....TR quoted
.
ethics effected by the
6 Environments
for June 12

you should watch on your own and make comments

3 min 37 sec
explanation of the origin of the word "Stakeholders"
for June 12
did June 19 AM class
.
Ethics and Whistleblowers
ethics-whistleblowers.htm
for June 12
did June 19 AM class
ethics re: Toyota

WTGR on BNN News
need someone to find the correct URL link
.
Canada’s Fight against Foreign Bribery
Eighteenth Annual Report to Parliament
 .international.gc.ca/..report

ethics re: SNC Lavalin
Feb-Apr 2019
Lavalin was charged with paying bribes to Libya
d
.
Minister Jody Wilson-Raybould
 - political power in Quebec
M.Rempel summary / YouTube
.
Gerald Butts rebuttal / YouTube
.

Viral Marketing

in the context of the 
Cultural Environment
Globalization of customers
began June 12

- 2013 Superbowl commercial
- Jamaican VW 1 min 
watch on your own
- parody / spoof version 2 min
watch on your own 
.
Viral videos depend
on good story telling
- grizzly bear story
d

2019 Superbowl Commercials WTGR's personal fav Verizon - honours First Responders . explained "Green lights"

Google - global branding
- India partition video
3min 32 sec
a "story" of reunion that many cultures can relate to
watch on your own

- Saroo Brierley video 3min
Cultural appropriation
Toyota Swagger Wagon
watch on your own
Viral videos - emotional
Bell Commercial / Dieppe 1 min
watch on your own
WTGR Flanders 1 min 27 sec
watch on your own
Bell, Poppy - school girl - Vet
2015    1 min 30 sec
watch on your own
toronto.com/news-story
Veteran Bill Cash'd story
 mother-son
Chinese story -"more rice"
 

Chapter 5 Theory

PLC Product Life Cycle
Text 5th Ed. p. 186

4 Types of marketing opportunities explained
- quick review from MRK106
o Market Penetration 
o Market Development 
o Product Development 
o Diversification
did June 19  AM class

2 min 16 sec
.
Int'l Trade Theories

Orientations
o Product Orientation
o Sales Orientation
o Marketing Orientation
review from MRK106
did June 12 Fri PM class
for June 19 Fri AM class

video on 3 orientations

Marketing Orientation for Int'l Business
did June 12 Fri PM class
for June 19 Fri AM class

Tim Hortons selling tea
told students to watch and make comments
- also
McDonalds copying other menus
Honda going from motorcyckles to cars ...Apple going from iMacs to iPhones ...Crown Royal bag for golf

Chapter 6

.
Trade Barriers
Rules and Regulations

Govt Influence on Trade
Government Intervention
Protectionism and
Gov't Trade Barriers
Text 5th Ed. p. 212
for June 26th
did June 26 Fri AM class
did June 26 Fri PM class
- this is an important unit

Trade Barriers
Rules and Regulations
Tariffs
did June 26 Fri AM class
did June 26 Fri PM class
Subsidies
did June 26 Fri AM class
did June 26 Fri PM class
Dumping and C.B.S.A.
partly did June 26 AM class
did June 26 Fri PM class

1 min 29 sec
noted June 26 Fri AM class
noted June 26 Fri PM class
dumping example 
explained by students

Quotas
did partly June 26 Fri AM class
 

Tariffs
Text 5th Ed. p. 205
Tariffs "in the news" march 2018 because POTUS Trump threatened to put a tariff on Canadian Steel

5 min 24 sec
noted
This video is  a discussion of Tariffs
Tariffs - basics
Ad Valorem taxes
WTO and tariffs
negative effects on Americans
positive effects on Americans
negative effects on Canadians

Subsidies
Text 5th Ed. p. 205

Trade Barriers
Rules and Regulations 

 7 min 7 sec
Rules and Regulations by Gov't that makes gloabl business difficult
3 specific examples
- raisins from Turkey
- jam to Hong Kong
- margarine / Walmart

Quotas
Voluntary Export Restraints
Text 5th Ed. p. 208
Local Content Requirements

WTO
Text 5th Ed. p. 224-229
 
 

Chapter 7 FDI

.
FDI Foreign Direct Investment
 o FDI Concepts
d
 o FDI in Canada
d

Source of FDI
Text 5th Ed. p. 240

Sovereignty Issues
Text 5th Ed. p. 31, p.259
d

Prof. Demos Articles  ....witiger.com/senecacollege /MRK460-Demos/ used in 2019rd

.
 

Indicators of  economic supremacy d Countries that  o make planes, plane parts o make cell phones, phone parts o make cars, car parts (make = assemble)

.

Chapter 8

.
Multinational Market Regions and Market Groups
related to Learning Objective 6
European Union
Text 5th Ed. p. 282-284
Andean Pact
Mercosur
BRIC
Caricom
TPP Trans Pacific Partnership
ASEAN
APEC
.
OECD
dT
.
Country Evaluation and Selection
- choosing mktg  production sites, 
- weighing variables

Chapter 9 4X

.
Foreign Exchange Market
4X
READ THIS
......and try to incorporate some of it into your company report
Currency Conversion
Spot Exchange Rates
Forward Exchange Rates

Currency Swaps

Countertrade
Text 5th Ed. p. 335
 - Coke/Pepsi.Russia
- Cuba-Canada cigars
dU
 

Chapter 10

.
Exchange Rate fluctuations
Pegged Exchange Rate
Floating Exchange Rate

Central Bank
Gold

IMF
Text 5th Ed. p. 348, 360-364
s
.
World Bank
Text 5th Ed. p. 349-350
READ THIS
......and try to incorporate some of it into your company report
.
IMF / Moral Hazard
.

watch and make comments
Text 5th Ed. p. 365
diS
.

Chapter 11

.
Firm as a value chain
The Role of Strategy
Experience Curve
Economies of scale
Leveraging Core Competencies
Pressures
-for cost reductions
-local responsiveness

International Strategy
Multidomestic strategy
Global Strategy
Transnational Strategy
 
 

Political Risk

0 Political Environment
.
Redberry
Chevy Lumina in NYC
Gator Teds - MJ
French language laws
.
0 Political risk and  Contingency Planning
.
- Business continuity
- Disaster recovery
- Crisis management
- Country risk analysis

political risk actions
 - Confiscation
-  Expropriation
-  Domestication(Nationalization)

Political and Legal environment
0 Defensive / Integrative
dS
0 Personal risk
s
registration with the Canadian Embassy
travel.gc.ca
dS
 

Canadian Government

Canadian Government
Partnerships and Organizations
 https://international.gc.ca/world...

Cdn Gov't agencies
CCC ccc.ca
diT
CBSA cbsa-asfc.gc.ca
di
EDC  edc.ca
d
DFAIT international.gc.ca
.

Chapter 12

Should we expand or not
Why Export
READ THIS
......and try to incoporate some of it into your company report
Proactive reasons

details...redkalinka.com...
Reactive reasons

First Mover Advantages
Text 5th Ed. p. 411
- early bird gets the worm
- 2nd mouse gets the cheese
 - MacDonalds - Subway

Various 
"Choice of Entry Modes"
READ THIS
......and try to incoporate some of it into your company report
Text 5th Ed. p. 414-422
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
READ THIS
......and try to incoporate some of it into your company report

4 min

- 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
-

Strategies for International Expansion
HR staffing policies
READ THIS
......and try to incoporate some of it into your company report
Managing diverse workforce
dT
 o Ethnocentrism
 o Polycentrism
 o Regiocentrism
 o Geocentrism

HR - wage rate comparisons
.

d

discussed Russell Peters video in the context of "accents"  youtube.com/watch? v=z4KhEj0ai5E sh

.

-- 

Video Assignment  2018 / 2020 Ethics / Weather Details . STUDENT VIDEOS the first ones for July 2018 up . and upl .- the first one for March 2018

-

Outsourcing and
Offshoring
.
Offshoring to India, China
Offhshoring moving to Mexico because of old NAFTA and now the CUSMA
-------------------- 
explained the ancient spice trade as a part of the origins of global business and the relationship to nutrition
d

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

Chapter 11
Product Quality
TQM 
READ THIS
......and try to incorporate some of it into your company report

done by Vincent Chiu and Kevin Tu, 5 min 17 sec
.
why 99.9 accuracy is not enough when you make 10 million units
diS
.

n
Prof. Richardson
interviewed on CTV about car recalls re: 
Product Quality
Just In Time (J.I.T.)
dS

d
.-  -  -  -  -  -  -  -
Drones / UAVs
Drones are potentially a part of JIT
d

Chapter 11
Product Quality
.
Market Development 
Market Penetration
selling more to existing customers versus selling more to new customers

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
di
Barriers to Entering Global Markets
Protectionism
Govt Influence on Trade

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

Country Image Effects on 
Branding
(read on your own)

ExportFinancing
CdnGovt
dT
- DFAIT, - CIDA
- EDC, - CCC
- PEMDs
using the strategy of networking through industry associations

----------------------------------------------
Chapter 12
The International Marketing Mix: Distribution

Trading Companies p. 380
- keiretsu
- sogoshosha
d
Using the Internet for distribution
benefits and limitations
d
Freight Forwarders p. 394
Canadian International Freight Forwarders Assoc
 www.ciffa.com
------------------------------------------
Chapter 13
The International Marketing Mix: Pricing
. 
Pricing Strategies
- skimming
- geographic pricing
d

p.423-425
.
.
LCs Letters of Credit p. 428
did
-----------------------------------------------
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
----------------------- 

How and  why companies do an IPO
d
"go to the street"
- list their stock on the stock market

5 min 16 sec
d
- - - - - - - - - - - - 
-----------------------. 
Marketing Plan Presentations
Presentation Tips

Marketing Plan Group Project Details
M
. 

Final Comments on the whole course for 2014, can be used for 2020
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

. 
Redneck Marketing ?

1 min 18 sec
did Jan 8th Wed class

"Success leaves clues" Tony Robbins di

.
The Richardson Report
series of mini lectures by WTGR on YouTube

o The way business is taught
o Canadian / Americans
o Over population
o  Artificial Intelligence
o Vimy Ridge - tactics
o America - China, bad marraige
o Pyramids - not slave labour
o Bitcoin
 ------------------------------------------

.------------------------------------------
countries over 200 million

di
-----------------------------------
sulibreezy 2012
Hate School/Love Education
.
(UTM) 2014 response

Prof. Richardson describing the ethics assignment
- due first week in March 2019
(the video to the left was done in 2012 but applies to 2020)

- has to be done in a group, 3, 4 or 5 ppl
- when you are finished, give the file to WTGR on a USB so it can be loaded on to the WTGR YouTube channel

a final written report 20%

- for March - April 2020 the final written report will be still 20%, but a small part will include a narrative of how you were able to do the reportby collaborating with your group members, did you meet in person, talk by phone, WhatsApp, Skype, use Google docs - describe how you "built" the report and who did what.

25%