Instructional Plan - MKT 8035- Global Markets & Strategies

Course Information

Name GLOBAL MARKETS & STRATEGIES

Code MKT 8035

Faculty Information

Professor/Instructor Shari-Ann Budram Harris

Email sbudramharris@conestogac.on.ca

Office Number Campus

Office Hours Fridays 11am-2pm

Program Specific Notes

Please familiarize yourself with the Program Handbook.  The Program Handbook
contains many policies that affect your studies at Conestoga.

Evaluation Summary

Publisher’s Quizzes 10%

Practical Assignments 10%

Midterm Exam (15% each) (Respondus Lockdown Required) 30%

Case Study & Presentation (20% Report 10% Presentation) 30%

Final Exam (Respondus Lockdown Browser Required) 20%

TOTAL 100%

Midterm I, II and the Final Exam will be online using Respondus

Lockdown Browser. As noted in the Course Outline, the midterm and
final exams are administered through a remote proctoring service to
assure academic integrity. Ensure that your device meets system
requirements to allow the recording of your screen, webcam, and
microphone.

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Instructional Plan - MKT 8035- Global Markets & Strategies
You are required to complete the Onboarding Quiz – Movie Trivia Quiz -
prior to the exam date to ensure your device meets the minimum
system requirements. Log into your eConestoga course and navigate to
the Quiz tool to begin the Onboarding Quiz.

Course Schedule

Week WEEK 1: COURSE REQUIREMENTS & INTRODUCTION TO GLOBAL

1 MARKETS & STRATEGIES

KEY CONCEPTS – CHAPTER 1

1.1 Review the course outline
1.2 Identify School of Business standards and practices documentation
1.3 Discuss Global Marketing
1.4 Re- Introduce the concepts of the marketing mix (4 Ps), target markets & customer
relationship management. Videos Assigned.
1.5 Explain the stages the company goes through for its management orientation
1.6 Discuss the driving and restraining forces affecting global integration
REQUIRED PREPARATION
 Chapter 1: Read before class
 Video - Marketing 4P’s
 Video - Cadbury

Week
WEEK 2: GLOBAL ECONOMIC ENVIRONMENT
2

KEY CONCEPTS – CHAPTER 2

2.1 Explain the major changes in the world economy that have occurred
2.2 Compare and Contrast the main types of the Economic Systems
2.3 Stages of Market Development – 4 category of classification system
2.4 Discussion of Balance of Payments
2.5 Explain Exchange Rates and how they impact Globally goods services, opportunities

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Instructional Plan - MKT 8035- Global Markets & Strategies
Introduce Final Team Marketing Project – Think of your Groups

Your Instructor or the Pearson Reps will be in your session to help you setup your MyLab.
Students will have access to numerous online resources, including warmup exercises,
chapter quizzes, flashcards, and videos.

*NOTE – students can sign up prior to class for MyLab – instructions are posted in MyLab
in the Course Shell

REQUIRED PREPARATION
 Chapter 2: Read before class
 Decide on your Team Members

EVALUATION
Sept 16  Practice Chapter 2 Warmup (MyLAB) and Practice Chapter 2 Quiz (MYLab)
 No marks assigned

Week
WEEK 3: GLOBAL TRADE ENVIRONMENT
3

KEY CONCEPTS CHAPTER 3

3.1 Role of the WTO in Global Trade relations
3.2 Discuss the 4 main categories of preferential trade agreements
3.3 Explain the trade relationship of NAFTA
3.4 Identify the trade agreements in Latin America, Asia Pacific, Europe
3.6 Identify the regional organizations in the Middle East & Africa

Worksheet – Team Contract

Worksheet – Company Intro

Students are encouraged to watch the 4 - LRC Video Recordings - this are a great source of
information for Research Citing and Referencing.
REQUIRED PREPARATION

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Instructional Plan - MKT 8035- Global Markets & Strategies
 Chapter 3: Read before Class
 Chapter 3: Warmup

EVALUATION
Sept 23  Chapter 3 – Quiz MyLab
 Library Research Videos – Watch all 4 of them– less than 20 min.
 Breakout Teams – Work on Team Contract & Company Intro

Week of WEEK 4 SOCIAL AND CULTURAL ENVIRONMENTS

4 ** LRC Research Workshop – Attend one of the Sessions

KEY CONCEPTS CHAPTER 4

4.1 Define culture and identify the impacts to global marketing strategies
4.2 Compare and contrast Low – High Context cultures
4.3 Identify Hofstede’s social values
4.4 Explain self-reliance – adapting to global market
4.5 Analyze diffusion theory
4.6 Look at the implications of culture around the globe

Worksheet- SWOT/ PRME

Company Approval by Instructor

Attend a Workshop – involving LRC – Library & Writing Services – introduction to research,
introduction to the APA method and how to properly cite sources –Zoom links and can be
found in Econestoga LRC module.

REQUIRED PREPARATION
 Chapter 4: Read before class
 Chapter 4: Warmup
 Attend a LRC Research Workshop
 Video – Cross Cultural Management, World’s Fanciest McDonalds, Zappos
Company Culture

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Instructional Plan - MKT 8035- Global Markets & Strategies

EVALUATION
Sept 30  Chapter 4 Quiz MYLAB
 Company Approval given by Instructor
 Attend a LRC Research Workshop

Week MIDTERM #1 (RESPONDUS LOCKDOWN BROWSER)

5 WEEK 5 POLITICAL LEGAL AND REGULATORY ENVIRONMENTS

KEY CONCEPTS CHAPTER 5

5.1 Discuss the elements of a country’s political environment
5.2 Define International Law
5.3 What is the business issues – political risk, licensing, intellectual property
5.4 Discuss conflict resolution and dispute settlement

 Midterm #1 will take place at the beginning of class for one hour

REQUIRED PREPARATION
 Chapter 5: Read before class
 Chapter 5: Warmup
 Study Chapters 1,2,3,4 for Midterm #1
 Video – Legal Risks & Considerations
 Video – Amazon Counterfeit Goods

EVALUATION
Oct 7  Midterm #1 – includes Chapter 1,2,3,4
 Chapter 5 Quiz MyLab

Week
WEEK 6 SEGMENTATION, TARGETING & POSITIONING
6

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Instructional Plan - MKT 8035- Global Markets & Strategies

KEY CONCEPTS CHAPTER 7

7.1 Identify the variables that Global Marketers can use
7.2 Explain the criteria that Global Marketers use to choose specific markets

Worksheet – Target Market

REQUIRED PREPARATION
 Chapter 7: Read before Class
 Chapter 7: Warmup
 Video – Don’t Put People in Boxes
 Video – How to Find Your Target Market
 Video – 4 Main Market Segmentations

EVALUATION
Oct 14  Chapter 7 Quiz MyLab

Week
WEEK 7 LICENSING, INVESTMENT, STRATEGIC ALLIANCES
7

KEY CONCEPTS CHAPTER 9

9.1 Discuss advantages and disadvantages of licensing
9.2 Compare and contrast the different forms of foreign investment
9.3 Global strategic partnerships
9.4 Challenges associated with partnerships in developing countries
9.5 Special forms of cooperative strategies
9.6 Evolution of cooperatives strategies in the 21st centuries
9.7 Market expansion strategies

Worksheet – Market Entry

REQUIRED PREPARATION

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Instructional Plan - MKT 8035- Global Markets & Strategies
 Chapter 9: Read before Class
 Chapter 9: Warmup
 Video – Market Entry Strategy

EVALUATION
Oct 21 Chapter 9 Quiz MyLab

Week
WEEK 8 – STUDENT SUCCESS WEEK – NO CLASSES
8

KEY CONCEPTS – RECHARGE YOURSELF

 Take a break
 Relax
 We are halfway through the semester

REQUIRED PREPARATION
 Nothing!

EVALUATION
Oct 28

Week WEEK 9 BRAND AND PRODUCT DECISIONS IN GLOBAL

MARKETING
9

KEY CONCEPTS CHAPTER 10

 10.1 Review basic product concepts for a global marketing strategy
 10.2 Compare and contrast local, international and global products and brands
 10.3 Understand Maslow’s Hierarchy of Needs
 10.4 Outline the Country-of-Origin brand element

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 Instructional Plan - MKT 8035- Global Markets & Strategies
 10.5 List 5 strategic alternatives for global product planning
 10.6 Explain the new product continuum

Worksheet - Brand

REQUIRED PREPARATION
 Chapter 10: Read before Class
 Chapter 10: Warmup
 Video – What is Branding – Crash Course

EVALUATION
Nov 4
 Chapter 10 Quiz MyLab

Week WEEK 10 MIDTERM #2 (RESPONDUS LOCKDOWN BROWSER)

10 GLOBAL MARKETING CHANNELS AND PHYSICAL DISTRIBUTION

KEY CONCEPTS CHAPTER 12

12.1 Identify consumer channels & industrial channels
12.3 Discuss global retailing
12.4 Discuss Supply Chain Management

Worksheet – Price & Place

Midterm will take place at the beginning of class.

REQUIRED PREPARATION
 Chapter 12: Read before class
 Chapter 12: Warmup
 Study Chapters 5,7,9,10 for Midterm #2
 Video - Distribution

EVALUATION
Nov 11  Midterm #2 – includes Chapter 5,7,9,10

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Instructional Plan - MKT 8035- Global Markets & Strategies
 Chapter 12 Quiz MyLab

Week WEEK 11 MARKETING COMMUNICATIONS I (ADVERTISING & PUBLIC

11
RELATIONS). GLOBAL MARKETING COMMUNICATIONS II (SALES
PROMOTION, PERSONAL SELLING)
KEY CONCEPTS CHAPTER 13 & CHAPTER 14
13.1 Define Global Advertising
13.11 Differences between Standardization vs Adaptation
13.2 Identifying Advertising Agencies
13.4 Global media variations
13.5 Understand publicity vs public relations

14.1 Define sales promotion

14.2 List the steps in the Strategic Consultative personal selling model
14.3 Sales Force Nationality
14.4 Direct Marketing’s advantages
14.5 Identify special forms of communication

Worksheet - Promotions
REQUIRED PREPARATION
 Chapter 13 & Ch 14: Read before Class
 Chapter 13 & Ch 14 Warmup
 Video – Public Relations vs Advertising vs Marketing
 Video – Going Global – Secrets of Branding
 Video – Marketing Promotions

EVALUATION
Nov 18  Chapter 13 Quiz MyLab
 Chapter 14 Quiz - MyLab

Week WEEK 12 STRATEGIC ELEMENTS OF COMPETITIVE

ADVANTAGE

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12

KEY CONCEPTS CHAPTER 16

16.1 Understand the forces that shape competition
16.2 Define competitive advantage
16.3 How to achieve competitive advantage
16.4 Define hypercompetitive industry

REQUIRED PREPARATION
 Chapter 16: Read before class
 Chapter 16: Warmup (Practice)
 What is Competitive Advantage?
 Porter’s Five Forces Explained

EVALUATION
Nov 25  Chapter 16 Quiz – MyLab Practice – No Marks

Week WEEK 13 – FINAL EXAM IN CLASS, (RESPONDUS LOCKDOWN

BROWSER)
13
FINAL TEAM MARKETING PRESENTATIONS
KEY CONCEPTS CHAPTERS 12,13,14,16,
Apply Global Marketing practices within the presentation

Final Exam will take place for the first hour of class

Final Team Marketing Presentations will begin this week. Schedules posted on
EConestoga.

REQUIRED PREPARATION
 Study Chapters 12,13,14,16 for Final Exam
 Prepare Powerpoint or equivalent for the Team Presentation of the Global

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 Instructional Plan - MKT 8035- Global Markets & Strategies
Marketing Report
 Video – What is Competitive Advantage?
 Video – Porter’s Five Forces Explained

EVALUATION
Dec 2  Final Exam – Chapters 12,13,14,16
 Oral Presentation by all team members of the Global Marketing Report –
Schedules Posted EConestoga

Week
WEEK 14 FINAL TEAM MARKETING PRESENTATIONS, FINAL
14 TEAM MARKETING PROJECT IS DUE

Last Class! KEY CONCEPTS

 Apply Global Marketing practices within the project and the presentation

REQUIRED PREPARATION
 Prepare Powerpoint or equivalent for the Team Presentation of the Global
Marketing Report
 Prepare Final Team Project as per the requirements on EConestoga

EVALUATION
Dec 09  Oral Presentation by all team members of the Global Marketing Report –
Schedules Posted EConestoga
 Final Team Project Due – Uploaded to EConestoga

Week of WEEK 15 – NO CLASSES – SCHOOL OF BUSINESS EXAMS

Dec 13-18 MKT 8035 FINAL EXAM WILL TAKE PLACE IN WEEK 13 IN CLASS.
THERE WILL BE NO ADDITIONAL EXAM SCHEDULED FOR THIS
COURSE.

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Instructional Plan - MKT 8035- Global Markets & Strategies
Please Note: The Instructional Plan is subject to change with advance notice.
Evaluation dates will not be changed without consultation with students
and the Chair of the Program.

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