Updated 2019 Jan 17
MRK 460 
Global Marketing

Prof. Tim Richardson 
tim.richardson"@"senecacollege.ca
tel: 416-491-5050 ext 77534 Markham
tel: 416-491-5050 ext 24544 Newnham

class schedule
click to view larger

2019 outline
senecacollege.ca/ssos/fi.....MRK460&schoolCode=77
 

click
Richardson, Louvre, Paris April 2017
click
.
https://www.mheducation.ca/highereducation/products/9781259271809/connect+with+smartbook+online+access+for+global+business+today/ course text 2019 January
Global Business Today
5th Edition

Just the printed text
9-781259-271250

the MRK460 book is in the "H" section for the first letter of the name of the first author on the spine, "Hill"
Richardson pointing to where the book is on the shelf
.
.
.
Sept Oct Nov Nov / Dec
Quorum
Shopify
did Jan 7 Mon NMS
did Jan 8 Tue NMU
did Jan 9 Wed MMS
did Jan 10 NMT
reading the newspapers
business slang
SOPs
did Jan 9 Wed MMS
did Jan 10 NMT
did Jan 16 Wed MMT
Takeaways
Tapdancing
Cultural appropriation
"Guerilla" marketing
-  -  -  -  -  -  -
"uncontrollable" 6E's 
6 Environments
did Jan 7 Mon NMS
did Jan 8 Tue NMU
did Jan 9 Wed MMS
"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 Jan 8 Tue NMU
did Jan 9 Wed MMS
------------------------------------
types of opportunities
(review from MRK106)
did Jan 7 Mon NMS
did Jan 9 Wed MMS
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
did Jan 16 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT


discussed failures of
improper segmentation
did Jan 7 Mon NMS
did Jan 9 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT
GoPro
- not doing so well in 2018
did Jan 7 Mon NMS
did Jan 9 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT
- competition from new features on Android and iPhones
lm
Globalization
Globalization of Customers 
Globalization of Production 
Globalization of Government 
Text 5th Ed. p. 5-30
did Jan 14 Mon NMS
did Jan 15 Tue NMU
did Jan 16 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT
Modular form of global manufacturing / assembling
- explained in class
did Jan 14 Mon NMS
did Jan 15 Tue NMU
did Jan 16 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT

.
Big Mac Index
Sustainable Development

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

Text 5th Ed. p. 5-30
 o Sovereignty Issues

------------------------------------------------
Chapter 2 

NGO's
Non Governmental Organizations
related to Learning Objective 6
.

IMF
d
World Bank
d
United Nations

Physical/Geographic
 Environment
introduced map of 
Canada versus U.S.A.
did Jan 7 Mon NMS
did Jan 8 Tue NMU
did Jan 16 Wed MMS
did Jan 16 Wed MMT
did Jan 9 Thu NMT

- and Global Markets p. 46
- Climate and Topography
Weather extremes
did Jan 14 Mon NMS
did Jan 15 Tue NMU
did Jan 16 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT


5 min 58 sec
T.R. interveiwed on BNN
did Jan 14 Mon NMS
did Jan 15 Tue NMU
did Jan 16 Wed MMS
did Jan 16 Wed MMT
did Jan 17 Thu NMT

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

Protectionism and
Gov't Trade Barriers
Govt Influence on Trade
Canadian gov't policy 
which effect trade
started Jan 14 Mon NMS
did Jan 16 Wed MMS
benan Jan 17 Thu NMT

- 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

- dumping and C.B.S.A.
did Jan 15 Tue NMU
 

click to view
1 min 29 sec
noted as an example
Jan 7 Mon NMS
Jan 8 Tue NMU
Jan 9 Wed MMS
Jan 10 Thu NMT

dumping example explained by students

- subsidies

http://www.youtube.com/watch?v=jV-d7r0J8HU
Trade Barriers 7 min 7 sec
- raisins from Turkey
Jan 9 Wed MMS
- 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

-------------------------------------------
sulibreezy
Hate School/Love Education

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 3
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
2019 Text  5th Ed. p. 44--46
also Text  5th Ed. p. 113-115
- 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
di

.
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

WTO

0 Contingency planning
.
UTSC - exam contingency plan
outside the box
did Jan 14 Mon NMS
did Jan 15 Tue NMU
did Jan 16 Wed MMS
did Jan 17 Thu NMT

0 Defensive / Integrative
d
0 Personal risk
registration with the Canadian Embassy
n

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
- - - - - - - - - - - - - - - - - - - - - -
Chapter 7

Foreign Direct Investment
 o FDI Concepts
 o FDI in Canada
 
"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
di
https://www.youtube.com/watch?v=7dbXOQ77uS0
shon
 o ASEAN
 o APEC
 o European Union
 o OECD
di
.
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
sh
.
Should we expand or not
Why Export
T
Proactive reasons
 - Coke/Pepsi.Russia
di
details...redkalinka.com...
Reactive reasons
.
Various 
"Choice of Entry Modes"
d.
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
d
http://www.youtube.com/watch?v=Dy_3tvCrXao
di
- 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
di
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 
di
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
d
.
click to view
We
Prof. Richardson
interviewed on CTV about car recalls re: 
Product Quality

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

2019 Section NMS
Monday 1:30-4:10
Newnham room A3068
Jan 7
Jan 14
Jan 21
Jan 28
Feb 4
Feb 11 Mid Term Exam??
Feb 18 holiday
Feb 24 - Mar 02
Break Week
Mar 4 V Assignment due
(explained Jan 14)

Mar 11
Mar 18

Mar 18
Mar 25
Apr 1
Apr 8
exam week Apr 14-18

Group Presentation

Presentation tips
.
Presentation Marks Sheet

2019 Section NMU
Tuesday 2:25-5:00
Newnham room B3086
Jan 8
Jan 15
Jan 22
Jan 29
Feb 5
Feb 12
Feb 19 Mid Term Exam
Feb 24 - Mar 02
Break Week
Mar 5 V Assignment due
(explained Jan 15)

Mar 12 
Mar 19

Mar 19
Mar 26
Apr 2
Apr 9
exam week Apr 14-18

Group Presentation

Presentation tips
.
Presentation Marks Sheet

2019 Section MMS
Wednesday 08:00-10:40
Markham room M316
Jan 9
Jan 16
Jan 23
Jan 30
Feb 6
Feb 13
Feb 20 Mid Term Exam
Feb 24 - Mar 02
Break Week
Mar 6 V Assignment due
did Jan 16 Wed MMS

Mar 13 
Mar 20

Mar 20
Mar 27
Apr 3
Apr 10
exam week Apr 14-18

Group Presentation

Presentation tips
.
Presentation Marks Sheet

2019 Section MMT
Wednesday 11:40-2:20
Markham room M464
Jan 9
Jan 16
Jan 23
Jan 30
Feb 6
Feb 13
Feb 20 Mid Term Exam
Feb 24 - Mar 02
Break Week
Mar 6 V Assignment due
did Jan 16 Wed MMT
Mar 13 
Mar 20
Mar 20
Mar 27
Apr 3
Apr 10
exam week Apr 14-18

Group Presentation

Presentation tips
.
Presentation Marks Sheet

2019 Section NMT
Thursday 3:20 - 6:00
Newnham room B1069
Jan 10
Jan 17
Jan 24
Jan 31
Feb 7
Feb 14
Feb 21
Feb 24 - Mar 02
Break Week
Mar 7 V Assignment due
did Jan 17 Thu NMT
Mar 14 
Mar 21
Mar 21
Mar 28
Apr 4
Apr 11
exam week Apr 14-18

Group Presentation

Presentation tips
.
Presentation Marks Sheet

.
http://www.youtube.com/watch?v=VgZGS3vvm_A Assignment - for ALL sections (2019)
- topic, 
Ethics, or the Geographic Environment

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

- 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  2019
 
class work / assignments/quizzes / class participation-contribution
details
30%
International marketing plan Group report
the 25% may be divided into a
a pre-report of 5%
a final written report 20%
- depending on the prof teaching the course, or the number of students in each section
25%
International marketing plan Group presentation
- everybody in the group has to contribute to get the same mark
- but not everybody has to speak during the presentation
- contributing could include creating the PPT or making a video
20%
Midterm Test 
- short medium length answer essay questions
25%
..
.
...
 
 
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

cc
click to see larger
WTGR in Taipei, Taiwan, pointing out the Canadian Flag
on the globe at Shen Pao-chen Hall

cc

cc.. . .,,,,
witiger.com
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  MISTAKES ITEXTS USED I IMAGES I RANK IDISCLAIMER I STUDENT CONTRIBUTORS I FORMER STUDENTS I PUBLICATIONS I TIPSIfor those On The Level who believe in faith, hope and charity
.
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