IBS805 - Global Marketing
| Semester | |
| Schools offering this subject | |
| Last revision date | 2024-01-29 01:22:26.149 |
| Last review date | 2024-04-01 00:15:08.866 |
Subject Title
Global Marketing
Subject Description
This advanced course continues from IBS630 and delves deeper into the strategic aspects of marketing in today's dynamic global environment with a focus on customer-centric development and delivery of the marketing mix: product, price, place and promotion through the appropriate application of the 5C analysis. The focus of the course will be on learning how to solve complex marketing problems in a global environment through case analysis examples and application based assignments. The role of Social Media and Customer Relationship Management tools, analytics and metrics will be discussed within the context of creating an outstanding customer experience for both B2B and B2C markets. The course will also incorporate the development of a comprehensive global marketing plan and presentation as part of the IBS cumulative international marketing plan, in keeping with the requirements for FITT certification.
Credit Status
This subject is a credit for the International Business Management Graduate Certificate Program.
Learning Outcomes
Upon successful completion of this subject the student will be able to:
Upon successful completion of this subject the student will be able to:
1. Illustrate the main principles of marketing.
2. Compare and contrast domestic vs. international marketing.
3. Assess how to use market intelligence, promotional strategies and e-marketing for global success.
4. Research and justify the influence of cultural, political, legal and regulatory considerations on the international market environment.
5. Demonstrate how companies would adapt their product and / or service for the international market.
6. Propose how to use marketing, pricing and personal selling and promotional strategies to achieve international marketing goals.
7. Conduct a SWOT and 5C analysis to identify and evaluate global marketing opportunities.
8. Evaluate strategies for developing new and modified products in response to changing market global market conditions.
9. Analyze and develop both long and short term pricing strategies that take into consider buyer behaviour; demand; cost and competitive factors; regional economics; product assortment; ethical and legal implications in order to achieve organizational objectives.
10. Create distribution and channel control strategies to achieve place objectives.
11. Develop integrated marketing communication tactics, including sales strategies, advertising, public relations, sales promotion, digital and social media to create measureable awareness, demand, viral buzz and leads for both B2B and B2C markets.
12. Employ research data and the principles of risk management to support the financial components of a marketing plan such as sales projections, costs, break even and ROI.
13. Demonstrate ethical and social responsible behaviour in marketing strategy and planning.
14. Gather and analyze pertinent information to ensure the organization's marketing plan is in compliance with relevant legislation and regulations.
15. Develop and present the international marketing plan.
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.
• Execute mathematical operations accurately.
• 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: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.
Discrimination/Harassment
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 student.conduct@senecapolytechnic.ca.
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.
Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.
Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.
By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.