Faculty:

Email:
Faculty Availability:
Program
Coordinator:

Linda Jin-Troendle

COURSE OUTLINE ACADEMIC YEAR 2016/2017

Course Title:

Global Marketing Management

Course
MKTG 5514
Code:
Programs:

Schedule
Type Code:

LEC

Global Business Management

Postgraduate Certificate

Credit
Value:

PreNone
requisite(s):

Class
Hours:

CoNone
requisite(s):

Prerequisite for:
Restrictions:

Approved By: Linda Jin-Troendle

Dean/Associate Dean: Peter Madott

Signature:

Humber College Institute of Technology and Advanced Learning 2016/2017

45

Date: July 31, 2016

Course Description
This course will provide the student with knowledge and understanding of global marketing and
an appreciation of the challenges, opportunities and complexities confronting today's
international marketer. It moves beyond simple domestic market planning into complex multiple
markets.
The course will stimulate understanding of ideas, concepts, and strategies, using a wide variety
of international case examples to demonstrate the need for adaptation based upon the
recognition of differences.
In particular, the course emphasises the cultural/environmental aspects of international
marketing and stresses the integration of culture and marketing functions.
Learning Outcomes
Upon successful completion of this course, students will be able to:
1. Produce an international marketing plan, using market research and sources of
international market information.
2. Differentiate between the requirements of consumer and industrial marketing strategies.
3. Analyze the mechanisms of control of international marketing activities.
4. Develop criteria for market development using international market research.
5. Explain and account for in marketing planning, the connection between the economic
level of a country and the opportunities created as economic growth occurs.
6. Explain and analyze the concept of Big Emerging Markets.
7. Explain and account for in marketing planning patterns of multinational economic cooperation in regions around the world including C NAFTA, ASEAN, EU/EEA, and APEC.
8. Identify, explain and discuss the concepts of global marketing management and benefits
of a global orientation for marketing planning.
9. Explain and discuss the debate between standardization and adaptation and global
products and brands for marketing planning.
10. Take into account in marketing planning, the relationship between a countrys economic
development and demand for industrial goods and the roles of technology and quality in
a contemporary international marketing.
11. Analyze the creative challenges confronting the international advertiser and recommend
world branding, pattern advertising, and global market segmentation strategies.
12. Explain and discuss cross-cultural communications and negotiations and the role of
relationship marketing in todays competitive international marketing.
13. Develop international pricing policies taking into consideration the problems of price
escalation.
14. Develop and document a comprehensive marketing plan for a specific product entering a
specific offshore market.

Humber College Institute of Technology and Advanced Learning 2016/2017

Essential Employability Skills

Essential Employability Skills are transferable skills that provide the foundation for a students
academic, vocational, and personal success.
Y

Communication

Numeracy

Critical Thinking &

Y
Problem Solving
Information Management Y

Interpersonal
Personal

Learning Resources
Required Resources:
Grosman, S. (2015). Global Marketing Management Course Pack (4th Edition)
Student Portfolio: students are responsible for maintaining this collection of their work and
exercises.
Copyright
Copyright is the exclusive legal right given to a creator to reproduce, publish, sell or distribute
his/her work. All members of the Humber community are required to comply with Canadian
copyright law which governs the reproduction, use and distribution of copyrighted materials.
This means that the copying, use and distribution of copyright- protected materials, regardless
of format, is subject to certain limits and restrictions. For example, photocopying or scanning an
entire textbook is not allowed, nor is distributing a scanned book.
See the Humber Libraries website (http://library.humber.ca) for additional information regarding
copyright and for details on allowable limits.
Learning Delivery Format
Over the course of the semester, the professor will engage students in the following learning
activities.
1.

Case Studies and Presentations.

2.

Marketing Simulation.

3.

In-class exercises, activities.

4.

Lecture and Discussion Sessions.

Humber College Institute of Technology and Advanced Learning 2016/2017

Course Content
UNIT

TOPIC(S)

ASSESSMENTS

RESOURCES

Getting Ready for Global

Competition
Getting Ready for Global
Competition
Strategies for Global Expansion

Case Study # 1

Strategies for Global Expansion

Case Study # 4

Global Marketing Programs

Case Study # 5

Global Marketing Programs

Case Study # 6

Global Marketing Programs

Case Study # 7

Mid-Term Exam

Case Study # 2
Case Study # 3

Mid-Term Exam

Emerging Markets

Case Study # 8

Emerging Markets

Case Study # 9

International Partners and

Alliances Management
International Partners and
Alliances Management
Leading, Organizing and
Controlling the Global Marketing
Effort
Leading, Organizing and
Controlling the Global Marketing
Effort
Final Exam

Case Study # 10
Case Study # 11
Final Project

Case Study # 12

Case Study # 13

Final Exam

Please note: this course schedule may change as resources and circumstances require.

Humber College Institute of Technology and Advanced Learning 2016/2017

Student Evaluations
Type of Assessment

Mid-Term Exam

20

Final Exam

20

Case Pop Quizzes

Case Study

10

Final Project

25

Simulation

20
100%

Course Specific Policies and Expectations

To successfully pass the course you must achieve a mark of 50% or better in the average of the
midterm and final exam (weighted average).
Degree Students
In addition to meeting all program specific course and credit requirements, students must have
a Cumulative Program Grade Point Average (CPGPA) of 65 in order to be eligible for
graduation.
Diploma/Post-Graduate Students
In addition to meeting all program specific course and credit requirements, students must have
a Cumulative Program Grade Point Average (CPGPA) of 60 in order to be eligible for
graduation.
Policies and Procedures
It is the students responsibility to be aware of the College Academic Regulations which can be
found on the following website: http://www.humber.ca/admissions/how-apply/academicregulations
Academic Integrity
Academic integrity is essentially honesty in all academic endeavours. Academic integrity
requires that students avoid all forms of academic misconduct or dishonesty, including
plagiarism, cheating on tests or exams or any misrepresentation of academic accomplishment.
Academic Concern/Appeals
If a student has questions or concerns regarding a grade on an assignment or test, the student
should discuss the matter with the faculty member. The Program Co-ordinator and/or the
Associate Dean may be asked to assist if the faculty member and student are unable to resolve
Humber College Institute of Technology and Advanced Learning 2016/2017

issues. For additional information please refer to Section 13 of Colleges Academic Complaint
and Appeal Policy at the web site identified above.
Prior Learning Assessment Recognition (PLAR)
Course credits may be granted in recognition of prior learning, and that Application for
Consideration is made through the Office of the Registrar at http://www.humber.ca/programsacademics/transfer-options/application-forms
Accessible Learning Services
Humber strives to create a welcoming environment for all students where equity, diversity and
inclusion are paramount. Accessible Learning Services facilitates equal access for students with
disabilities by coordinating academic accommodations and services. Staff in Accessible
Learning Services are available by appointment to assess specific needs, provide referrals and
arrange appropriate accommodations. If you require academic accommodations, contact:
Accessible Learning Services: http://www.humber.ca/student-life/swac/accessible-learning
North Campus: (416) 675-6622 X5090
Lakeshore Campus: (416) 675-6622 X3331
Disclaimer
While every effort is made by the professor/faculty to cover all material listed in the outline, the
order, content, and/or evaluation may change in the event of special circumstances (e.g. time
constraints due to inclement weather, sickness, college closure, technology/equipment
problems or changes, etc.).
It is the students responsibility to retain course outlines for possible future use in support of
applications for transfer credit to other educational institutions.

Humber College Institute of Technology and Advanced Learning 2016/2017