Updated 2018  Nov 14th
MRK 460 Global Marketing
room B1029 2:25 - 5:00
http://www.senecacollege.ca/ssos/findOutline.do
?schoolCode=77&termCode=20161&subjectCode=MRK460

Prof. Richardson   
tim.richardson"@"senecacollege.ca
tel: 416-491-5050 ext 77534 Markham
tel: 416-491-5050 ext 24544 Newnham
click to see larger
WTGR in Taipei, Taiwan, pointing out the Canadian Flag
on the globe at Shen Pao-chen Hall
 

Tim - Louvre - glass pyramid - click to view larger
Louvre, Paris April 2017
.
Sept Oct Nov Nov / Dec
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
did Sept 5
------------------------------------
types of opportunities
(review from MRK106)
did Sept 5
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
for Sept 12
 


discussed failures of
improper segmentation
for Sept 12
GoPro
- not doing so well in 2018
for Sept 12
- competition from new features on Android and iPhones
lm
Globalization
Globalization of Customers 
Globalization of Production 
Globalization of Government 
for Sept 12
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.
did Sept 26
 

- 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
noted Tue July 24
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

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

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
did Oct 3rd
- marketing to diasporas
- rules for Doing Business across Cultures
did Oct 3rd
related to Learning Objective 3

.
http://www.youtube.com/watch?v=Pmb_dDQ-h6o
,d
Translation problems
read on your own
noted
.
Why Americans are different than Canadians 
click for link
added 2018 Sept 26
1 min 12 sec
did Sept 26
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 ones for July 2018
https://www.youtube.com/watch?v=v7Cuby_KrtY&feature=youtu.be
uploaded Tue July 24
.
and
https://www.youtube.com/watch?v=FMdlNKUZxkw
uploaded Tue July 24
.-
the first one for March 2018
click to view
----------------------- 
marketing to different cultures - "DIASPORA"
- discussed Diaspora
did Oct 3rd

 economist.com/node/21538742
told students to make contributions
(intending to convert this page to wordpress)
related to Learning Objective 3
------------------------ 
-Hofstede
did Sept 26
- read again on your own
- rules for doing business across cultures
 1.Uncertainty Avoidance 
 2.Power Distance 
 3.Masculinity-Feminity 
 4.Individualism- Collectivism
-------------------------------
 
Ethics and bribery
did Sept 26
- read again on your own
STUDENT VIDEOS
told them to form groups and produce a video 

CSR
Corporate Social Responsibility
- Obstructionist Stance
- Defensive Stance
- Accommodative Stance
- Proactive Stance
did Sept 26
.
Case Study - Toyota
did Sept 26
Case Study - Apartheid
did Sept 26
blood diamonds
did Sept 26
Case Study - Loblaws 2018
 .cbc.ca/news/.....
did Sept 26

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
did Oct 3rd
Moral Hazard
https://www.youtube.com/watch?v=ix5ST_m6_MI
watch and make comments
----------------------------------------
Ethics and Whistleblowers
ethics-whistleblowers.htm
did Oct 3rd

.
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)

.

Chapter 6
Political and Legal environment

0 Contingency planning
noted Oct 3rd
0 Defensive / Integrative
d
0 Personal risk
registration with the Canadian Embassy
noted Oct 3rd

Cdn Gov't agencies
.
CCC ccc.ca
CBSA cbsa-asfc.gc.ca
di
EDC  edc.ca
DFAIT international.gc.ca
di
- - - - - - - - - - - - - - - -
Diplomatic Posts
d
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 Thu July 12
.
Chapter 8
Multinational Market Regions and Market Groups
related to Learning Objective 6
for 
- Canadian Govt Int'l Organizations and Forums
dn
 o NAFTA
did Thu July 12
.
 o CAN-US relations
Canadian - American historical differences
did Thu July 15
did Tue July 17
https://www.youtube.com/watch?v=7dbXOQ77uS0
shon
 o ASEAN
 o APEC
 o European Union
 o OECD
did Thu July 12
.
Country Evaluation and Selection
n
- choosing mktg  production sites, 
- weighing variables
------------------------------------------------
Chapter 9
Emerging Markets
.
- rules for doing business across cultures
- mother tongue marketing
d

- 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
did
Managing diverse workforce
di
 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
showed Thu July 12
.
Should we expand or not
Why Export
T
Proactive reasons
 - Coke/Pepsi.Russia
did Nov 14
details...redkalinka.com...
Reactive reasons
.
Various 
"Choice of Entry Modes"
d.
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
did Nov 14
http://www.youtube.com/watch?v=Dy_3tvCrXao
did Nov 14
- 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

Tim Hortons selling tea
told students to watch and make comments

Outsourcing and
Offshoring
did Nov 14
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
did Nov 14

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

Chapter 11
Product Quality
TQM 
did Nov 14
https://www.youtube.com/watch?v=l0sq7WNz1c4&feature=youtu.be
done by Vincent Chiu and Kevin Tu, 5 min 17 sec
dio
.
why 99.9 accuracy is not enough when you make 10 million units
did Nov 14
.
click to view
We
Prof. Richardson
interviewed on CTV about car recalls re: 
Product Quality
-------------------------------------------
sulibreezy
Hate School/Love Education
did Nov 
showed reply Nov 14

Just In Time (J.I.T.)
http://www.youtube.com/watch?v=RxTbkSg6v_s
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
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

- DFAIT, - CIDA
- EDC, - CCC
- PEMDs
using the strategy of networking through industry associations
http://www.witiger.com/internationalbusiness/countryinfoAssociations.htm

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

Trading Companies p. 380
- keiretsu
- sogoshosha
d
Using the Internet for distribution
benefits and limitations
 

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 
d
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
M

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
 
 
 

 

Sept 5
Sept 12 class cancelled
Sept 19
Sep 26 Assignment explained
Oct 3
Oct 10
Oct 17 Mid Term Exam 

Break 
Oct 21-26

Oct 31
Nov 7
Nov 14
Nov 21 
Nov 28 V Assignment due
Dec 5 last class
Dec 5  Group Presentation
5 things interesting/useful

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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