MRK460 - Global Marketing

Outline info
Last revision date Dec 5, 2013 10:17:29 AM
Last review date Dec 5, 2013 10:36:44 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
Tentative. This outline will be updated on the subject webpage. 

1 Chapter 1:
2 Chapter 2 & Chapter 3:
3 Chapter 4 & Chapter 5:
4 Chapter 6 & Chapter 7:
5 Chapter 8 & Chapter 9:
6 Mid-term Test
7 Part 1 - Marketing Plan Due
8 Chapter 10 & Chapter 11:
9 Chapter 12 & Chapter 13:
10 Chapter 14 & Chapter 15:
11 Chapter 16 & Chapter 17
12 Marketing Plan Presentations
13 Marketing Plan due

Mode of Instruction
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.

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.

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

Required Supplies

Student Progression and Promotion Policy

Grading Policy
A+90%  to  100%
A80%  to  89%
B+75%  to  79%
B70%  to  74%
C+65%  to  69%
C60%  to  64%
D+55%  to  59%
D50%  to  54%
F0%    to  49% (Not a Pass)

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Registrar's office

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: Mark Jones, Marianne Marando