Updated 2017 June 9th
MRK 460 Global Marketing
May - Jue Prof. Tim Richardson
July - Aug Prof. Alireza Faed
tim.richardson"@"senecacollege.ca
course outline
 http://www.senecacollege.ca/ssos/findOutline.do
?schoolCode=77&termCode=20161&subjectCode=MRK460
Fri room 516 Markham Campus
08:55 AM - 11:35 AM
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
Prof. Richardson
June
Prof. Richardson
July
Prof. Faed
Aug
Prof. Faed
Quorum
reading the newspapers
SOPs
-  -  -  -  -  -  -
Chapter 1,
Introduction
did May 12
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
May 12
------------------------------------
types of opportunities
(review from MRK106)
May 12 
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
didn't get to May 19
read on your own

6 Environments
May 12
"uncontrollable" 6E's 
"controllable" 4 P's
lm
Globalization
did quickly May 19
did June 2nd
read through on your own
Globalization of Customers 
Globalization of Production 
Globalization of Government 

Modular form of global manufacturing / assembling
- explained in class
did June 2nd
.
Big Mac Index
did quickly May 19
read through on your own

Sustainable Development
did briefly May 26
read through on your own
https://www.youtube.com/watch?v=qDjXtQRe5uk&
1 min 50 sec
 o Sovereignty Issues
did briefly May 26
read through on your own
------------------------------------------------
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
did June 2nd
IMF
did June 2nd
World Bank 
did June 2nd
United Nations

Physical/Geographic
 Environment
introduced map of 
Canada versus U.S.A.
did partly May 12
did again May 26

- and Global Markets p. 46
- Climate and Topography
Weather extremes
did May 26

5 min 58 sec
T.R. interveiwed on BNN
did May 26
 

http://www.youtube.com/watch?v=t_WmaynNXkU
5 min 46 sec
did May 26
watch the video done by Seneca
students
MAKE YOUR OWN COMMENTS
 

Protectionism and
Gov't Trade Barriers
Govt Influence on Trade
did briefly May 26
- buy national policies
- quotas
- raisins, jam, butter
did briefly May 26
.
- tariffs
did briefly May 26
- dumping and C.B.S.A.
did May 26

click to view
1 min 29 sec
did May 26
dumping example explained by students

- subsidies
did  May 26
.
Canadian gov't policy 
which effect trade
did May 26
http://www.youtube.com/watch?v=jV-d7r0J8HU
Trade Barriers 7 min 7 sec
- raisins from Turkey
- jam to Hong Kong
- margarine / Walmart
did May 26
----------------------------------
Business Slang
- Tap Dancing
- S.O.P.
------------------------------------------
Global population trends 
did May 26

countries over 200 million

did May 26
----------------------------------------------
Chapter 3
Canada's top companies
f
Canada's Trade and Investment
f
Canada - Branding
Country Image
--------------------------------------------
Chapter 4
Viral Marketing
did May 26
in the context of the 
Cultural Environment
Globalization of customers
- VW Superbowl commercial
showed in class  May 26
- Google - India partition
showed in class  May 26
- Saroo Brierley
 youtube.com/watch...4bE
on

Chapter 4
Cultural environment
did June 2nd
- 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
n
Hofstede
read on your own
---------------------- 
Video Assignment
Ethics
Details
introduced June 2nd

STUDENT VIDEOS

due June 23rd

----------------------- 
marketing to different cultures - "DIASPORA"
- discussed Diaspora
noted briefly May 26
did June 2nd
 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
will do June 9
 
STUDENT VIDEOS
noted May 26
did June 2nd
told them to form groups and produce a video by mid-March

CSR
Corporate Social Responsibility
did June 9
- Obstructionist Stance
- Defensive Stance
- Accommodative Stance
- Proactive Stance
.
Case Study - Toyota
Case Study - Apartheid
did June 9
Moral Hazard
Bribey
blood diamonds

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
did June 9
http://watch.bnn.ca/#clip270260
WTGR on BNN News
need someone to fid the correct URL link

----------------------------------------
Ethics and Moral Hazard
did June 9
----------------------------------------
Ethics and Whistleblowers
ethics-whistleblowers.htm
will do June 9
----------------------------------------
Moral Hazard
https://www.youtube.com/watch?v=ix5ST_m6_MI
watch and make comments
did June 9

.
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
will do June 9

Cdn Gov't agencies
dn
CCC ccc.ca
CBSA cbsa-asfc.gc.ca
EDC  edc.ca
DFAIT international.gc.ca
----------------------------------------------
Chapter 7
Marketing Research (which will be discussed by Prof. Faed)
 
sources of info on
did June 9.
- governments
- associations
story about industry associations
did June 9
- corporate webpages
http://www.youtube.com/watch?v=wQko-o2Siq8
5 min 12 sec.
did June 9

Diplomatic Posts
did June 9
Embassy/High Commission
Consulate General
Consulate
did June 9
https://www.youtube.com/watch?v=kIeQkreVIyo.
2 min 34 sec
explanation of embassies
did June 9
--------------------------------------------
sulibreezy
Hate School/Love Education
s

Chapter 8
Multinational Market Regions and Market Groups
related to Learning Objective 6
for 
- Canadian Govt Int'l Organizations and Forums
dn
 o NAFTA
n
2017 NAFTA Link
 ....international.gc.ca
/trade-agreements...
.
 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
make sure you read throughly on your own
dn
Managing diverse workforce
n
 o Ethnocentrism
 o Polycentrism
 o Regiocentrism
 o Geocentrism
 
discussed Russell Peters video in the context of "accents"
 youtube.com/watch
?v=3uLqrtRnrHw
d.n
.
Should we expand or not
Why Export
din
Proactive reasons
 - Coke/Pepsi.Russia
dn
Reactive reasons
.
Discuss Tim Hortons expansion
.
Various 
"Choice of Entry Modes"
d.
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
din
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
s
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
d
--------------------------------
Chapter 11
The Int'l Marketing Mix
- Products / Services

Chapter 11
Product Quality
TQM 
ds
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
s
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
did Mar 15 Wed AM class
did Mar 15 Wed PM class
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 briefly Mar 8th Wed AM Section
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
ds

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

Exchange Rate fluctuations
4X.htm
did Mar 22 Wed AM class

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)

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 17
Trends effecting int'l marketing p. 531
- online business
- social media
- multi-culturalism
- tribal consumers p. 541
----------------------- 
 
Domain Names 
for "online class"
Mon Apr 3, 20
Wed Apr 5, 12
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

click to make comments on the whole course
Final Comments on the whole course for 2014, can be used for 2017
nn
-----------------------------------------------
Presentation Tips
 witiger.com/tips.htm
did May 19
- don't say numbers unless you compare
- don't say dates unless you explain meaning
- explained tap dancing
- powerpoint not powersentances
 

May 12
May 19 short class
May 26
June 2
June 2
June 8
June 16
June 23 Mid Term Exam
June 23 Video Assignment
June 26 - June 30
Break Week
July 7
July 14
July 21
 
 
July 28
Aug 4
Aug 11. Group Presentation

Exams Aug 14-18 2017
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 (2016)

Prof. Richardson describing the ethics assignment
- due second week in March 2015
(the video to the left was done in 2012 but applies to 2016)

- 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  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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