Course Manager

Course Overview

This course is primarily intended for those who are either currently engaged in international business activity or see their future career roles as professionals, managers, or entrepreneurs involved in some aspect of global marketing.  The purpose of this course is to provide a pragmatic perspective on global marketing, with particular attention paid to the marketing strategy adjustments and modifications that Canadian organizations must consider in extending their activities to the world marketplace.

Central to the course is the requirement that each student actively explore and construct a viable and original marketing plan for a product or service entering a developed country’s market.

The course discusses the unique environmental aspects of “going global,” looks at the elements of international marketing strategy, and includes an overview of the increasing role of e-marketing in the global marketplace.

Note: Students who have completed GMMT 603 – Global Marketing Management will not receive credit for this elective.

Course Objectives

The key objectives are for students to be able to:

  • Identify the issues and factors involved in the decision to go global, especially for
    Canadian small to medium-sized (SME) organizations;
  • describe the research methods, including the role of the Internet, for assessing and selecting global markets;
  • list types of global market strategies;
  • outline the process for developing an entry strategy for the targeted market;
  • identify the phases of and considerations in cross-cultural negotiations;
  • discuss the issues in structuring and controlling an organization’s global marketing
    program;
  • develop a realistic and potentially viable global market entry strategy for introducing a
    Canadian product or service to a developed country where the product or service has not
    been previously marketed.

Course Outline

The course is divided into eight lessons

Lesson 1:  The Decision to Internationalize
Lesson 2:  Developing Global Competitiveness and Market Research
Lesson 3:  Selecting Which Global Markets to Enter
Lesson 4:  Alternative Market Entry Strategies and Outsourcing
Lesson 5:  Designing the Global Marketing Mix – Part 1: Product and Pricing Decisions
Lesson 6:  Designing the Global Marketing Mix – Part 2: Distribution and Communications Decision
Lesson 7:  Cross-Cultural Sales Negotiations
Lesson 8:  Organization and Control of the Global Marketing Programme / Role of the Internet and Global Marketing

Student Evaluation

Your grades will be based on completion of two assignments and participation in Forum discussions.