class schedule
 

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

reading the newspapers
business slang
SOPs
did Sept 4
Takeaways
Tapdancing
Cultural appropriation
"Guerilla" marketing
-  -  -  -  -  -  -
"uncontrollable" 6E's 
6 Environments
did Sept 4
"controllable" 4 P's
4 P's
did Sept 4
- - - - - - - - - - - - - - - - - - - 
 

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
--------------------------------------------
Difference between
Global Marketing and International Marketing
did Sept 4
------------------------------------
types of opportunities
(review from MRK106)
did Sept 4
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 Sept 11

discussed failures of
improper segmentation
did Sept 11
GoPro
- not doing so well in 2018
did Sept 11
- 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
diT
Modular form of global manufacturing / assembling
- explained in class
diT

slowbalization

decrease in Globalization 
did Jan 30 Wed MMT
.
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
did Jan 21 Mon NMS
did Jan 22 Tue NMU
did Jan 23 Wed MMT

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

Geographic Environment

Physical/Geographic
 Environment
introduced map of 
Canada versus U.S.A.
did Sept 11

- and Global Markets p. 46
- Climate and Topography
Weather extremes
did Sept 11

5 min 58 sec
T.R. interveiwed on BNN
did Sept 11

5 min 46 sec
 

Contingency Planning

.
Contingency planning
.
UTSC - exam contingency plan

did Sept 4
 

Sources of Information

.

sources of info on dMS - governments - associations n - corporate webpages 5 min 12 sec. di

Diplomatic Posts
did Sept 4
Embassy/High Commission
Consulate General
Consulate
.
.
2 min 34 sec
explanation of embassies

did Sept 4

LIST OF EMBASSIES AND CONSULATES
 travel.gc.ca/...
link March 2018
dS
 

Chapter 3

Chapter 3
Cultural environment
diT
- marketing to diasporas
- rules for Doing Business across Cultures
di

,d
Translation problems
read on your own
noted
. 
mother tongue marketing
marketing to different cultures - "DIASPORA"
- discussed Diaspora
economist.com/node/21538742
for Sept 18

 Mother tongue marketing on wordpress https://mothertongue
marketing.wordpress.com/
built by Alina M, Kristina K, and Asia B in March 2015
a
------------------------ 
-Hofstede
for Sept 18
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- Collectivismzzzzzzz

Why Americans are different than Canadians  . from The Richardson Report Canada-U.S. differences 1 min 12 sec dS due to population numbers and country of origin Canada - too many rules Darwinism - map of North America - immigration patterns - size of cultural groups - multiculturalism

zzzzzzzz

Chapter 4 Ethics

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

Culture and the Workplace
2019 Text  5th Ed. p. 113-116

Ethics and bribery
began Sept 18
.
STUDENT VIDEOS
ethics - previous videos by 
former students
CSR
Corporate Social Responsibility
2019 Text  5th Ed. p. 159-161
did Sept 18
- Obstructionist Stance
- Defensive Stance
- Accommodative Stance
- Proactive Stance

Case Study - Toyota p. 159
did Sept 18
Case Study - Apartheid
did Sept 18
Case Study - blood diamonds
did Sept 18

Case Study - Loblaws 2018
 .cbc.ca/news/.....TR quoted
did Sept 18

ethics effected by the
6 Environments
did Sept 18

you should watch on your own and make comments

explanation of the origin of the word "Stakeholders"
3 min 37 sec
did Sept 18

Ethics and Whistleblowers
ethics-whistleblowers.htm
for Nov 20th

ethics re: Toyota

WTGR on BNN News
need someone to find the correct URL link
did Sept 18
.
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
did Sept 18

.
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
- 2013 Superbowl commercial
- Jamaican VW 1 min 
d
- parody / spoof version 2 min
d
.
Viral videos depend
on good story telling
- grizzly bear story
did Sept 11
 

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

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

- Saroo Brierley video 3min 

Cultural appropriation
Toyota Swagger Wagon
di

Bell Commercial / Dieppe 1 min
WTGR Flanders 1 min 27 sec
Bell, Poppy 2015 1 min 30 sec
 
 

Chapter 5 Theory

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

Int'l Trade Theories

Marketing Orientation for Int'l Business

Tim Hortons selling tea
told students to watch and make comments
 

Chapter 6

.
Govt Influence on Trade
Government Intervention
Protectionism and
Gov't Trade Barriers
Text 5th Ed. p. 212

Canadian gov't policy 
which effect trade
st

Tariffs
Text 5th Ed. p. 205
dS
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
diMS

Trade Barriers 7 min 7 sec
- raisins from Turkey
J
d
- jam to Hong Kong
di
- margarine / Walmart

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

Dumping and C.B.S.A.
dS
Text 5th Ed. p. 211

dumping example 
explained by students
1 min 29 sec
notT

WTO
Text 5th Ed. p. 224-229
 

Chapter 7 FDI

.
FDI Foreign Direct Investment
 o FDI Concepts
dMT
 o FDI in Canada
diMT

Source of FDI
Text 5th Ed. p. 240

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

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
d
.
World Bank
Text 5th Ed. p. 349-350
dT
.
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
.
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
registration with the Canadian Embassy
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
did Mar 6 Wed MMT
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

Various 
"Choice of Entry Modes"
Text 5th Ed. p. 414-422
related to Learning Objective 5
Strategies for International Expansion
Collaborative  Arrangements
diT

4 min
did Nov 6th
- 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
diMT
Managing diverse workforce
dT
 o Ethnocentrism
 o Polycentrism
 o Regiocentrism
 o Geocentrism

HR - wage rate comparisons
.

did Mar 19 Tue  NMU

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

.
 

Chapter 15

Outsourcing and
Offshoring
T
.
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

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
diS
.

notT
Prof. Richardson
interviewed on CTV about car recalls re: 
Product Quality
-- 

Video Assignment 2019 Ethics / Weather Details . STUDENT VIDEOS the first ones for July 2018 up . and upl .- the first one for March 2018

-

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
d
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
diMT
Freight Forwarders p. 394
Canadian International Freight Forwarders Assoc
 www.ciffa.com
------------------------------------------
Chapter 13
The International Marketing Mix: Pricing
. 
dumping p. 419

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  why companiea do an IPO
dMS
"go to the street"
- list their stock on the stock market

5 min 16 sec
d
- - - - - - - - - - - - 
 

Domain Names  di o marketing strategies o registering a domain o domain scams o domain phishing o domain hacking o domain disputes o domain Verisign issues .  phishing and spear phishing explained in a video .  Domain Name Videos assigned for .. class told to watch, and make comments 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
. 

Final Comments on the whole course for 2014, can be used for 2019
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
di
 
 

"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

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

countries over 200 million

di

Europe
population map
did Jan 30 Wed MMT

Presentations Nov 27

Bombardier
Canada Goose
Roots

December 4th

Maple Leaf Foods
McCain Foods
Magna Auto Parts

Group Presentation

Presentation tips
.
Presentation Marks Sheet

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)