Course Overview:

Global marketing is a course focusing on the principles and practices of marketing products and services globally. It covers a wide range of topics such as market research, consumer behaviour, product development, marketing mix, branding, advertising, pricing, distribution, digital marketing, and promotion in the context of international markets. The course also covers cultural differences and the impact of globalization on business and marketing strategies. Other topics that are covered in a global marketing course include cross-cultural communication, international market entry strategies, and global supply chain management.

Prerequisite:

  • The students must have completed grade 12 or equivalent education.
  • Students from non-English speaking countries must pass the English Language Proficiency Test.
  • English Language Proficiency – Acceptable test scores (IELTS – 6.0, TOEF – 70, PTE – 45, CAEL – 70, CAE – 176, Duolingo – 110, Password – 6.5, and PTE – 61) are acceptable.

Learning Outcomes:

  • Understanding of the fundamental principles of marketing, including the marketing mix (product, price, promotion, and place) and the marketing process (identifying customer needs, developing marketing strategies, implementing marketing plans and evaluating marketing effectiveness).
  • Comprehension of the significance of ‘globalization,’ ‘internet of everything’ and ‘social media.’
  • Ability to research and analyze market trends, consumer behaviour, and competitors in the market.
  • Explain the impact of cultural differences on global marketing strategies.
  • Skills in market research and analysis for global markets.
  • Understanding of the factors that influence consumer behaviour in different countries.
  • Strategies for product development, branding, and positioning in international markets.
  • Understanding of the role of distribution channels in global marketing.
  • Skills in cross-cultural communication and negotiation.
  • Comprehension of the different market entry strategies and their advantages and disadvantages.
  • Understanding of the role of technology and the internet in global marketing.
  • Understanding of the ethical and social responsibilities of global marketing.
  • Ability to conduct market research and analysis to understand the characteristics of a specific global market.
  • Ability to develop global marketing plans and strategies for hypothetical or actual companies.
  • Ability to write papers or give presentations on global marketing topics.
  • Knowledge of using various marketing channels to reach and engage with consumers, including digital marketing.
  • Ability to describe the factors that influence consumer behaviour and the role of consumer psychology in marketing.
  • Ability to measure and evaluate the success of marketing campaigns in the market.
  • Understanding of the role of branding and how to develop and manage a brand in the market.
  • Understanding the ethical and legal considerations involved in marketing in Canada, including privacy laws and consumer protection regulations.
  • Skills and knowledge necessary to create and execute successful marketing campaigns in the global market.
  • Ability to identify the major social criticisms of marketing.

Course Content & Topics:

Class 1: Introduction to Global Marketing
Class 2: Initiation of Internationalization
Class 3: Internationalization Theories
Class 4: Development of a Firm’s International Competitiveness
Class 5: Global Marketing Research
Class 6: Political and Economic Environment
Class 7: Sociocultural Environment
Class 8: Internal Market Selection
Class 9: Choice of Entry Modes
Class 10: International Sourcing Decisions and the Role of Sub-suppliers
Class 11: Product and Pricing Decisions
Class 12: Distribution & Communication Decisions
Class 13: Implementing and Co-ordinating the Global Marketing Program

Final Exam: MCQs and a case study project

Credit Information:

  • Credits: 3

Duration:

  • 14 Weeks: 3 hrs/week

Course & Related Fees:

  • Domestic & International: $750 (Seven hundred fifty dollars)

For a detailed breakdown, please refer to Policy #S-005 Programs & Course Fee Schedule

Non-Refundable Fees:

  • Application Fee: $50.00/course (payable online and non-refundable)