BMI701 - Global Marketing Strategy

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Last revision date Sep 2, 2020 2:53:02 PM
Last review date Sep 2, 2020 2:53:02 PM

Subject Title
Global Marketing Strategy

Subject Description
This subject builds on the Introduction to Marketing course, to expose learners to the challenges and opportunities which exist in a global environment.  Learners apply marketing concepts to several decision areas in the domain of international marketing.  Learners gain an understanding of the global marketing environment, analyze and target global market opportunities, and develop global marketing strategies for market entry, product adaptation, pricing, distribution and promotion.  Learners will also be exposed to customer centric tactics using new digital media such as CRM (Customer Relationship Management) and SM (Social Media) tools.

Credit Status
One degree level credit.

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

  1. Evaluate the impact of environmental variables on global marketing operations and the choice of market entry strategies.
  2. Devise strategies to overcome barriers to entry into global markets.
  3. Identify the importance of cultural dynamics and business customs in foreign countries.
  4. Identify the role of marketing research in identifying and assessing global opportunities.
  5. Devise an integrated global marketing plan which addresses environmental variables and meets corporate objectives.
  6. Summarize the key issues and trends in globalisation with emphasis on current trends such as cloud based Customer Relationship Management, Social Media, Social Listening, Inbound and Outbound Marketing Automation.
  7. Demonstrate effective and professional communication skills, both verbal and written.
  8. Demonstrate effective time management and teamwork skills including personal accountability; integrity; appreciation for cultural diversity; peer collaboration and evaluation.
  9. Demonstrate computer literacy skills through the use of Blackboard tools, MS Office applications, Social Media platforms and CRM tools.

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.

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.