IBS805 - Global Marketing

Outline info
Last revision date 2018-04-10 15:43:26.334
Last review date 2018-04-10 15:43:44.851

Subject Title
Global Marketing

Subject Description

This advanced course continues from IBS601 - Digital Business Applications and delves deeper into the strategic aspects of marketing in today's dynamic global environment with a focus on customer-centric development and delivery of the marketing mix:product, price, place and promotion.  The focus of the course will be on learning how to solve complex marketing problems in a global environment through case analysis examples and assignments.  The role of Social Media and Customer Relationship Management tools, analytics and metrics will be discussed within the context of creating an outstanding customer experience for both Business to Business (B2B) and Business to Consumer (B2C) markets.  The course will also incorporate the development of a comprehensive global marketing plan and presentation as part of the IBS cumulative international marketing plan, in keeping with the requirements for FITT certification.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Illustrate the main principles of marketing.
  2. Compare and contrast domestic vs. international marketing.
  3. Assess how to use market intelligence, promotional strategies and e-marketing for global success.
  4. Research and justify the influence of cultural, political, legal and regulatory considerations on the international market environment. 
  5. Demonstrate how companies would adapt their product or service for the international market.
  6. Propose how to use marketing, pricing and personal selling and promotional strategies to achieve international marketing goals.
  7. Conduct a SWOT and 6C analysis to identify and evaluate global marketing opportunities.
  8. Evaluate strategies for developing new and modified products in response to changing market global market conditions.
  9. Analyze and develop both long and short term pricing strategies that take into consider buyer behaviour; demand; cost and competitive factors; regional economics; product assortment; ethical and legal implications in order to achieve organizational objectives.
  10. Create distribution strategies to achieve place objectives.
  11. Develop integrated marketing communication tactics, including sales strategies, advertising, public relations, sales promotion, digital and social media to create measurable awareness, demand, viral buzz and leads for both B2B and B2C markets.
  12. Employ research data and the principles of risk management to support the financial components of a marketing plan e.g. sales projections, costs, break even and ROI.
  13. Demonstrate ethical and social responsible behaviour in marketing strategy and planning.
  14. Gather and analyze pertinent information to ensure the organization's marketing plan is in compliance with relevant legislation and regulations.
  15. Develop and present the international marketing plan.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline

  1. Principles of Marketing
  2. Home and Abroad
  3. Target Market Research
  4. Promotional Strategies
  5. E-Marketing
  6. Cultural Considerations
  7. Political, Legal and Regulatory Considerations
  8. Adapting your Products or Services
  9. Reaching the Market
  10. Pricing
  11. Penetrating the Market
  12. Presentation - Global Marketing Plan

Mode of Instruction
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.

Prescribed Texts
Title:     International Marketing
Edition: 6th (blue book)
Author:  Forum for International Trade Training (FITT)
Publisher:  FITT - module 2
ISBN:    9781894566490

To purchase eBooks, please contact FITT directly directly at:  http://fittfortrade.com/textbooks-ebooks 
Students interested in the FITT credentials may consider purchasing all 8 eBooks.  Purchasing all 8 books will cover the Professional Examination or 2 assessments, transfer of credits, and diploma.  ($575 + tax).  Individual books may be purchased as well.

Reference Material
Research for Europe: A Resources Toolbox for Ontario Exporters

Author: Maggie Weaver
Publisher: Iguana Books (Nov. 22 2017)
Language: English
ISBN-10: 177180243X
ISBN-13: 978-1771802437

Financing Trade and International Supply Chains: Commerce Across Borders, Finance Across Frontiers
By Alexander R. Malaket

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.
In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.
Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/senecacollege.ca/library
Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.
English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.
Grading is based on the following marking scheme:

2 Quizzes @ 10% each 20%
1 Case Analysis 20%
International Marketing Plan 35%
Presentation 25%

Please retain this course outline document for future educational and/or employment use.

Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso