Last Updated 2023 Jan 1st
 
SENECA COLLEGE,  TORONTO
 MRK 460 - Global Marketing and Business
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ASSIGNMENTS and PROJECTS in MRK460 Jan - Apr 2023
 
 
Video Assignment
due February 2023
details
 witiger.com/senecacollege/MRK460/assignmentMRK460-2023.htm
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Group Project, Final Report
due April 2023
Group Project Final Report a written report submitted on a word.doc witiger.com/senecacollege/MRK460/MRK460-what-to-do.htm

The WRITTEN REPORT is for me to know that you learned some things in the course about international business and marketing and can apply those concepts to a real company

.
Group Project, Final Video
due April 2023
Group Project Final Video  witiger.com/senecacollege/MRK460/MRK460-what-to-do.htm

The VIDEO is so that you can share what you learned with the other students in the class (peer to peer learning) , and instead of just knowing about the "application" of what you learned to one company, you can learn how it applies so several companies - through viewing the different videos done by all the other groups

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Class Participation 
calculated cummulatively from the first class in 
January through to the last class in April
Comments in the Zoom Sessions 
Contributions to the Course Content
and Comments on the YouTube videos
.


 
Video Assignment 
click
Video Assignment (due Feb 2023) - for ALL sections
details
 ...MRK460/assignmentMRK460-2023.htm
 
Permission 
form to be signed then emailed to the professor when you email the video file of your completed assignment
FUNDAMENTAL understanding of what we are doing here
 

 

Just finished a conversation with a group that was slightly confused
They  created a Powerpoint which they were going to use for their final group presentation video
Basically each person did a video of them talking about each powerpoint slide, then combined those videos to one big video – which is, in a
sense, their whole group presentation / video
- THAT is the video you send to me – you do NOT need to send to me each powerpoint
- Just imagine all group members are standing in front of the class, each, one by one talking about their part, and you have a video of all of them 
together
- Which therefore allows the students to watch it and learn about the main point you learned about the company  you did
- So, the video to accompany your written report is NOT about everything in the written report – it is just a few things each group member speak
about, that were interesting and useful that they learned
- So
  • person 1 might talk about the company and some ethical thing,
  • person 2 might discuss the company and how they used a cool viral video,
  • person 3 might discuss how the weather and geographic environment effected the company business,
  • person 4 might discuss how the currency exchange rate (the economic environment) effected positively or negatively their overseas business


- So… all these 4 video segments get combined into one single video and you send that video to me by email, and then I put it up on my
YouyTube channel – to educate next term’s new students in the class
- Also – when you put your names on the first part of the combined video you do NOT need to put in your last name or your student number –
cause remember it is going on YouTube – just put in people’s first name only
- When you send me the email with this accompanying video, THAT is when you spell out each group members name so I know who was in the
group

To understand this in simple terms, just imagine the original way we did things before covid
1 you do a final group project – everybody in the group writes some part – you combine all parts into one long word.doc……you print out this
word.doc – attach all the pages together and (normally, before Covid) you hand it in to me in person
1B you combine all parts into one long word.doc ………you then email that to me
2 you do a presentation to class so the students can learn from what you did – but, because of Covid, we do not have an attended class, so
instead you make a video…of what you WOULD HAVE DONE in a presentation
2B then you email that video to me

3 then you are finished…you graduate
….and get a job
 …and 5 years later you email me to say you are successful, and I invite you to come back and be a guest lecturer to the new students
 … and you do a great job
 …and I retire
 …..and you take over and become a Professor and have a fulfilling happy life
     …The End.

v.

 
A 20 min video scrolling down the course web page discussing all the things  you should have in your final group project 20 min video on what topics should be in the final report
Group Project Final Report

Global Business 

and 

Marketing Plan

FUNDAMENTAL understanding of what we are doing here
  • The WRITTEN REPORT is for me to know that you learned something in the course about international business and marketing and can apply those concepts to a real company
  • The VIDEO is so that you can share what you learned with the other students in the class (peer to peer learning) , and instead of just knowing about the "application" of what you learned to one company, you can learn how it applies so several companies - through viewing the different videos done by all the other groups
Basically each person (in a group) will do a video of them talking about things they learned in the course re: a medium / large sized company involed international bsiness and marketing
- , then combined those videos to one big video – which is, in a sense, their whole group presentation / video
- THAT is the video you send to me – you do NOT need to send to me each powerpoint
- Just imagine all group members are standing in front of the class, each, one by one talking about their part, and you have a video of all of them 
together
- Which therefore allows the students to watch it and learn about the main point you learned about the company  you did
- So, the video to accompany your written report is NOT about everything in the written report – it is just a few things each group member speak 
about, that were interesting and useful that they learned
  • person 1 might talk about the company and some ethical thing, 
  • person 2 might discuss the company and how they used a cool viral video, 
  • person 3 might discuss how the weather and geographic environment effected the company business, 
  • person 4 might discuss how the currency exchange rate (the economic environment) effected positively or negatively their overseas business


- So… all these 4 video segments get combined into one single video and you send that video to me by email, and then I put it up on my YouTube channel – to educate next term’s new students in the class
- Also – when you put your names on the first part of the combined video you do NOT need to put in your last name or your student number – 
- remember it is going on YouTube – just put in people’s first name only
- When you send me the email with this accompanying video, THAT is when you spell out each group members name so I know who was in the group

To understand this in simple terms, just imagine the original way we did things before covid
1 you do a final group project – everybody in the group writes some part – you combine all parts into one long word.doc……you print out this 
word.doc – attach all the pages together and (normally, before Covid) you hand it in to me in person
1B you combine all parts into one long word.doc ………you then email that to me
2 you do a presentation to class so the students can learn from what you did – but, because of Covid, we do not have an attended class, so 
instead you make a video…of what you WOULD HAVE DONE in a presentation
2B then you email that video to me

.
 
Global Business 

and 

Marketing Plan

Basically, your  task is to pick a company involved in many aspects of Global Business and Marketing and discuss what it does in the context of what you have been learning in the course. 
Before we begin, we need to review the basic parts of a Marketing Plan and a Business Plan

Strictly speaking what you are doing is NOT exactly a "Marketing Plan" as if you would do the target maket segmentation, 4 P's etc. for a new product launch etc.., but you do go through most of the components of a marketing plan, and the larger business plan.
Remember, a Marketing Strategy ( witiger.com/marketing/MarketingStrategyMarketingPlan.htm)  is basically "who" you are selling to, your Target Market Segmentation + how you tweak the 4 P's.

A Marketing Plan is looking at your marketing strategy, and adding in "when" you do things in order.
A Business Plan is how you take into account the influences of the 6 E's and what the company needs to do to deal with those influences, in order to effectively do the 4 P's.
Aside from the 6 E's Business plans also include "from where will you get money" to do everything, and people to do it (Human Resources) + plus "where" you will do everything.

Due 
Last class in April 2023

.
Global Business 

and 

Marketing Plan

Components

  • T.O.C. - Table of Contents
  • who is in the MRK460 group and who did what
  • if you picked a very large company, you can discuss a specific product or service of the company..but most students prefer to discuss the company as a whole
  • what opportunities are you exploring 4 types of opportunities
    • Market Penetration
    • Market Development
    • Product Development
    • Diversification
  • identify the influencing environments 6E's
    • economic
    • technological
    • political/legal - regulatory
    • social-cultural
    • geographic / weather
    • competitive
      • Other organizations offering the same product now
      • Other organizations offering similar products now
      • Other organizations offering a variation on the product that you cannot
      • Organizations that could offer the same or similar products in the future
      • Organizations that could remove the need for the product you are marketing
  • explain your target market segment(s)
    • remember your target market discussion is preceeded by a SWOT analysis so you'll know what your strengths and weakness are
      • in most cases, each group will be discussing an "existing product" so you do not need to do a SWOT analysis on a new product, rather, simply discuss some of the Strengths and Weaknesses you see in the company's existing product.
  • market research 5 step approach. This 5 step approach is what you would do in a new product launch. You will NOT do a traditional market research for this situation.
    • What you will do for MRK460 is comment on what the company might have done better, or what info they need for a future situation you recommend
  • Product
    • branding
  • Price
    • pricing objectives
    • you do not "create pricing objectives", rather, you comment on how you think the company has done well, or poorly in pricing their products / services
    • for example, you could comment on how a change in the Canadian / US currency exchange rate made it good, or bad for the company exporting or importing
  • Promotion
    • promotional mix
      • mass selling
        • advertising
        • publicity
          • viral marketing
            • you could comment, and show examples of some viral videos the company did
          • social media optimization
  • Place
    • country(ies) in which you are expanding to
        • very common for students to include a map of the world and indicate where the company has offices or manufacturing or joint ventures
  • Also, discuss relevant existing, or your recommended Collaborative  Arrangements
    • Collaborative relationships would be a big section with you commenting several alliances or joint ventures the company is involved in

 
1. Group Project 
Final
Report
Global Business and Marketing Plan Group Project Final Report
"The Big Assignment Worth Many Marks ! !" 

described in detail lower down on this page.

This course is about Global Marketing and Business.
To "demonstrate" that you learned something "useful and interesting" you will work in a group to discuss a company involved in global business and marketing.
 
Part of your project will be to discuss the company in the context of the conventional headings for a formal business and marketing plan.

scroll down this page til you get to this area.

 

 

You will see the headings for a formal business and marketing plan - but...BUT you are NOT required to discuss ALL of these with your company - just pick some.

Most of your work will be discussing the company in the context of the topics you were taught in the course, eg
 
outsourcing
ethics
collaborative relationships
TQM
JIT
Tariffs and Subsidies
Viral marketing
FDI
Foreign Exchange
Countertrade
Political Risk
Contingency Planning
4 types of mktg opportunities
etc.
+ 6Es of course

And each company will have different topics in their report - for example, Tesla may have a lot about the "Technology Environment". Canada Goose may have a lot about "Social Cultural Environment" or Weather. Roots might have a lot about joint ventures or alliances...basically you need to read a lot about your company to "know" things worthy of discussing.

The report will be a typical typed word.doc which you email to the professor  a small part will include a narrative of how you were able to do the report by 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.

.
 
Nov 28th, 2022, a student emailed to ask 
"how long should the report be"
  Here is my detailed answer
 witiger.com/senecacollege
/MRK460/MRK460-what-to-do.htm

 
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2. Group Project Final Video 

examples of very good previous Group Project Videos

Canada Goose Aug 2022
 youtube.com/
watch?v=CNo1Lqg0Tjo
9 min 33 sec

Tesla  April 2022
 youtube.com/
watch?v=s0sbS7pRCm4
11 min

Fairmont Hotels Dec 2021
 youtu.be/1sHjaXgrRx8
18 min - a bit long, but they covered many interesting things re: the course

Adidas April 2021
 youtu.be/WT8BIVeBrCs
16 min

Lululemon April 2021
 youtu.be/an6ERSqIjHE
7 min 15 sec

In a "normal" class in 4th or 5th semester in college you do a big project, AND, you typically do a presentation in class.
.
We cannot do a class presentation so the "equivalent" will be for you to make a short video 8 - 12 min approximately, discussing the things you found which were the "most interesting and useful to know".

You include the video file in the email you send when you submit your project report

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Prof. W. Tim G. Richardson © www.witiger.com