MRK460 - Global Marketing

Outline info
Last revision date Sep 28, 2015 12:00:33 AM
Last review date Dec 7, 2015 12:15:00 AM

Subject Title
Global Marketing

Subject Description
This subject introduces the major aspects of marketing in today's dynamic global environment, with an emphasis on the analysis of global markets. The subject considers both multinational and global marketing strategies, including the impact of marketing in "foreign" markets on product design and specifications, promotion and advertising tactics, pricing and distribution strategies. The focus of this subject is learning how to solve marketing problems in a global environment.

Credit Status
One full credit

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

1. Understand how to assess international marketing opportunities by participating in classroom exercises.

2. Identify the differences, and similarities, of conducting marketing and advertising campaigns in international markets by reviewing and comparing existing campaigns developed by global marketers.

3. Understand the principles and need for product adaptation in international markets by reviewing and comparing existing products and positioning in a global environment.

4. Identify the elements of an international marketing plan by developing a plan for marketing a domestic product in an international market.

5. Understand various market entry strategies by recommending the most appropriate strategy for market entry for a selected domestic product.

6. Identify the impact of international trade agreements (eg. NAFTA) and trade organizations (eg. WTO) on the business opportunities of domestic firms.

7. Demonstrate effective and professional communication skills, both verbal and written, by the on-time submission of reports and class presentations.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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

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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


MRK 106 and MRK200, or equivalents

Topic Outline

  • The Scope and Challenge of International Marketing
  • The Dynamic Environment of International Marketing
  • Canada in the World: An International Marketing Perspective
  • Cultural Dynamics of International Markets
  • The Economic and Technological Environments
  • The Political and Legal Environments
  • Developing a Global Vision Through Marketing Research
  • Multinational Market Regions and Market Groups
  • Emerging Markets
  • Strategies for International Expansion
  • The International Marketing Mix: Products and Services, Distribution, Pricing, & Integrated Communications
  • Negotiating in International Markets
  • Managing International Marketing
  • The Future of International Marketing: Trends, Ethics, and "The Canadian Way"


Mode of Instruction

A variety of instructional modes – including, but not limited to – lectures, group presentations, case analysis and presentation, class discussions, videos, electronic resources and delivery modes, etc.

Classes will be interactive. Students must be prepared, by having read the topic (chapter) to be discussed. Students should expect to answer questions regarding the topic and be able to contribute to any class discussion.

Prescribed Texts

Cateora. International Marketing 3. 3rd Cdn.Ed. McGraw-Hill Ryerson, ISBN: 0070136793

Seneca Libraries. Guide to Research and Citation: MLA Style. 4th Ed. Toronto: Seneca College 2011

Student Progression and 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 ( or at Seneca's Registrar's Offices.

Modes of Evaluation

Individual Presentation 10%
Assignments/class participation 10%
International marketing plan 15%
Plan presentation 10%
Midterm Test 25%
Final Exam 30%

Please Note:

• Obtaining information from the subject web page on at least a weekly basis is mandatory for this subject.

• There are no make up evaluations. Students who do not attend evaluations when they are given will receive a zero mark. Likewise, all assignments must be handed in on time.

• Inattention or absence shall not constitute a reason for late work or lack of knowledge about topics covered or assigned.

• For written reports, cite all supporting material.

*All team work may include a Peer Evaluation.

Approved by: Margaret Osborne