Course Outline - Global Marketing
Vanier College
Faculty of Arts, Business and Social Sciences
Global Marketing
401-A02-VA/ Ponderation 2-2-2
Prerequisites: OME1
Section(s) 1
Winter, 2024
| Instructor | Dr. Samie Li Shang Ly |
| Office | N-225 |
| Phone/E-mail | lys@vaniercollege.qc.ca |
| Office Hours | By appointment, please feel free to Mio me |
Assigned Times to the Course:
| Day | Time | Location |
| Monday | 1:00 PM - 2:30 PM | N - 560 |
| Thursday | 1:00 PM - 2:30 PM | N - 560 |
1. Course Description
This course explores the complexities of marketing in a global context, focusing on the strategies businesses use to enter and compete in foreign markets. Students will learndevelop aboutindustry-specific terminology, enhance their research skills, and analyze the qualitativechallenges researchof process,cross-border marketing. Emphasizing case studies and usereal-world instrumentsapplications, appliedthe bycourse socialprovides scientistsinsight tointo analyzecultural, economic, and researchregulatory anfactors appropriatethat topicshape tointernational socialmarketing sciences. After conducting their own empirical research, they will present it in written form. decisions.
1.1 Course Level Learning Outcomes
This isAs the third course in the International Business Majors Program.Program, InGlobal thisMarketing course,builds theupon studentstudents’ isfoundational againknowledge encouraged toby further developdeveloping their business terminology, thiswith time morea specific tofocus on global marketing concepts and their research skills. TheUnlike traditional marketing courses, this course placesemphasizes much more emphasis oncritical readings thanover rote.rote Thelearning, readingsencouraging andstudents textto focus onanalyze the international challengescomplexities of marketing across borders and in foreign markets. Considerably moreGreater emphasis is placed on strategiesthe usedstrategic approaches businesses use to enter foreigninternational marketsmarkets, andas onwell as the more complexunique challenges inherent in foreignnavigating marketingdiverse thaneconomic, iscultural, stressedand inregulatory ourenvironments. traditionalThrough marketingcase courses.studies and research-driven analysis, students gain a deeper understanding of the dynamic landscape of global marketing.
1.2 Durable Skills In this Course
1.2.1 Manage tasks and deadlines
1.2.2 Build positive relationships
1.2.3 Interact and participate effectively with others
1.3. Program Relevance
2. Teaching Methodology and Resources
2.1 Compulsory Resources (Includes textbooks & softwares)
Title: Core Principles of International Marketing : https://opentext.wsu.edu/cpim/
Author: Babu John Mariadoss
Core Principles of International Marketing by BABU JOHN MARIADOSS is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Learning Software
Our submissions and regular activities will be held on Innovatank. An approved software by the institution, free of charge to students at Vanier College by the creators Samie Ly and Stavros Athanasoulias. The platform will be used for Assessments and LIA presentation submissions as well as feedback and evaluation through out the semester. On the first day of class, the instructor will walk you through the steps of setting up for your semester and a document will be posted for incoming students.
2.2 Recommended Resources (Includes textbooks & softwares)
2.3 Teaching Approach
TheThis modalitycourse takes an immersive, real-world approach by examining 6 live case studies of thisglobal marketing phenomena, such as brand expansions and disruptive industry strategies. Students will engage in dynamic class discussions that integrate theoretical concepts with cutting-edge business realities. Beyond the classroom, the course willfeatures beinteractive basedevents, onlive in-class theoretical lectures complementedcollaborations with practicalstudents learningfrom sessionsother and work sessions.
Teaching strategies include group work, individual workdisciplines, and experiential activitiesprojects alignedthat withprovide thehands-on learningexposure objectivesto global markets. Through these activities, students will develop a deep understanding of thisinternational course.marketing strategies while honing research, critical thinking, and cross-cultural collaboration skills in a truly engaging and relevant way.
3. Learning Competencies & Objectives
1. To know and understand the facts, notions, concepts, theories, methods and other components that are part of a body of knowledge related to marketing.
- Examine the concept of marketing, and how it creates customer value and customer relationships.
- Describe the strategic marketing process which occurs in an organization.
- Analyze the five major environmental factors in our changing marketing environment.
- Examine how individual consumers reach buying decisions.
- Assess the growing importance of interactive marketing and electronic commerce.
- Examine market segmentation and marketing techniques/strategies and analyze the importance of positioning and differentiation strategies.
2. To understand and analyze marketing issues and problems by applying the relevant theories, concepts, and data.
- Describe the significance of ethics and social responsibility in marketing decisions.
- Examine the nature and scope of world trade.
- Examine the influence of cultural differences on global marketing practices.
- Explain the four P’s – the marketing mix elements.
- Describe the specific techniques and issues related to blending the four marketing mix elements in order to plan, implement, and control marketing programs.
3. To analyze current marketing realities.
- Choose a current marketing issue.
- Prepare a well documented presentation.
4. Academic Integrity
4.1 Plagiarism
Teachers reserve the right to make use of plagiarism detection software to help deter and detect plagiarism, students might be required to submit assignments to a plagiarism detection service.
5. Institutional Policies & Guidelines
5.1 Familiarity with and adherence to Vanier College course level policies
It is the student’s responsibility to be familiar with and adhere to the Vanier College Academic Policies. The complete policies can be found on the Vanier College website, under Policies. Students should pay particular attention to the Institutional Policy on the Evaluation of Student Achievement (IPESA). The IPESA aims to clarify the structures and means that ensure the fair and equitable evaluation of student achievement, including the conditions for learning, assessment, and certification.
Section 11.4 of IPESA provides details on Academic Integrity, which is an essential component of any educational institution and all students are expected to uphold the highest standards of academic integrity during their college studies. Failure to do so may result in serious consequences – please see section 11.4.2 on Academic Misconduct. There are many resources available to support academic integrity in your courses. If you have a problem that you have been unable to resolve by talking with your teacher, please reach out to the Student Advocate or to a Faculty Dean’s office (A-286, B-208, N-301). For Continuing Education courses, students can visit E-115.
Academic Complaints may be defined as grievances related to any matter covered in the IPESA (chapter 19). It is the College’s responsibility to offer a fair and equitable hearing of student complaints. To do so, the College provides students who perceive that there have been mistakes, errors, or breaches of procedure involving any aspect of this policy with clear complaint and recourse processes. Complaint and recourse processes may be informal or formal. Students are always encouraged to approach their teacher before seeking help from any outside person or body, but other courses of action may be followed depending on the situation. In the case of Academic Complaints, after having discussed with your teacher, if you are still dissatisfied, you may contact the following, in the specified order:
- Department Coordinator: Marc-André René, renem@vaniercollege.qc.ca (for Business Administration courses)
- Faculty Dean: Alena Perout, perouta@vaniercollege.qc.ca
- Student Advocate, Student Services: General Email to Student Services, studentservices@vaniercollege.qc.ca
5.2 R-Score Information
Students often ask their teachers about the calculation of their R-score. Please note that the computation of the R-score depends on information teachers do not have access to, for instance the high school averages of students in the class. Also, R-scores may be calculated for a single section or can combine students across several sections of the same course. This means that class averages, as they appear on LEA, are not necessarily the ones used to determine your R-score. For more information on the R-score, please visit this website: https://www.vaniercollege.qc.ca/advising/r-score/
5.3 Artificial Intelligence Usage
Students must submit their own authentic work in order to demonstrate their own learning. Any document generated by AI, regardless of the AI program or software used, is not deemed your own authentic work.
In some instances, students may be permitted or required to use AI, however, students must respect the rules established by a given teacher in their courses.
Students are responsible to know when AI is permitted and when it is not. Unless a teacher explicitly states that the use of AI is permitted, in which context, and under which conditions and parameters, students must assume that it is not allowed. When not explicitly permitted, its use will be considered as cheating and plagiarism, and the Academic Misconduct Procedures applies.
5.4 Medical Absences
In the case of a missed assessment for a short-term medical reason, the student needs to document the absence with a verifiable medical note (or other medical documentation deemed legitimate by the College) in order to receive an alternative assessment plan. A student’s self-declaration of a medical absence (https://bit.ly/medical-absence) will be considered valid documentation, providing the student follows the appropriate steps of reporting to their teacher(s) for each day they are absent. If the medical absence is for 5 or more consecutive school days, the student is required to provide valid medical documentation from a physician to support their situation.
6. Assessments
| Type of Assessment | Weight |
| 1. Individual Participation | 20% |
| Case Memos - Weekly Summary/Reflections (C1 to C4) | 10% |
| In-Class Participation | 10% |
| 2. Individual Assessments | 15% |
| 7.5% | |
| 7.5% | |
| 3. Team |
25% |
| Live Case 1 - Sustainability | 15% |
| Analysis 1 - C1 | 5% |
| Analysis 2 - |
5% |
| 4. Learning Integrative Assessment (LIA) | 40% |
| Live Case 2 - Robotics & Arts | |
| Peer Feedback + Peer Participation | 10% |
6.1 Assessment Notes
All stages of the research project must be submitted in the proper sequence (see the LIA description). Each must be returned to the student, marked and with feedback, before the next can be submitted. Please note that students are required to hand in the final qualitative research paper to pass the course.
Case Memo - view more details for Case Memo deliverables
A case memo is a 250 words analysis + 3 sources of the current case company, each case memo will ask you to answer 3 main questions which requires some research and analysis. This is due at each CM submission. There is a CM for each case.
ShortIndividual PaperReport - view more details for Short Paper deliverables
A short paperreport isusing various media consists of a fullydeeper analyzed assessmentanalysis of the case issueswe withdiscuss integratedwhile integrating global marketing theories studies in the classroom. This assessment is individual.theories.
Case Analysis - view more details for Case Analysis deliverables
A case analysis is a group project deliverable consisting of a writtenvariety reportof andformats such as a short essay, video, or presentation deck to bepractice presentedapplying what we learn in class.class in the context of the case studied.
6.2 Minor Assessments
All assessments have been scheduled in the detailed schedule at the end of this document. Be sure to note them down in your agenda as submission times are strict. However, some assessments may be subject to date change to accommodate student learning progressed and will be communicated 1 week prior of any changes.
Section 8.1.3 of IPESA
6.3 Learning IntegrtionIntegration Assessment (LIA)
The course LIA consists of 2an integrative experiential activitiesexperience in collaboration with a variety of disciplines and faculty. Case report and presentationsYou will be requiredgiven forthe eachrole of a global marketing expert and you will help your team market, brand a passion project. There are 4 collaboration sessions reserved followed by a main event at the end of the 2semester. activities.
Throughout the semester, there will be 4 checkpoints to ensure each team is on track with their deliverables.
Deliverables include:
- Branding strategy
- Analysis of the market
- Product Development
- Creation of Advertisement material (online and offline)
- Communication strategy
- Final Pitch Deck to Industry Experts & Investors
6.4 Student Proficiency in the Language of Instruction (SPLI)
Student proficiency in the language of instruction is the ability to write, read, speak, and listen in order to communicate effectively at the college level, within and across disciplines. SPLI may also require discipline-specific vocabulary, documentation, and communication skills. An assessment of language skills must account for a minimum of 10% of any take-home written assignments or oral presentations in which English is the language of expression.
7. Student Resources & Expectations
7.1 Peer Tutoring
Free Drop-in Peer Tutoring Service for Social Science and Commerce Students
Get help with your Social Science, Commerce and Methodology courses. Whether it be to understand course content, search and read scholarly texts, write academic papers, cite your sources properly or any other questions you may have, the Peer Tutors are here to help. To see the schedule and connect with a Peer Tutor go to:
https://www.vaniercollege.qc.ca/social-science/resource-center/
7.2 TASC Writing Centre
Teacher Provided Resource Service for RM/IP Students
The Writing Centre's writing consultants (Vanier teachers) are available for online assistance with and feedback on all of your written assignments or essays. For information on how to work with a writing consultant or to see the schedule, visit:
https://www.vaniercollege.qc.ca/learning-commons/writing-centre/
You can access a series of short PowerPoint videos explaining different aspects of APA with examples (plagiarism, in-text citations, references, paraphrasing and quoting), along with some other information about referencing here:
https://www.vaniercollege.qc.ca/learning-commons/plagarism-citing-sources/
For more information about Academic Integrity in general:
https://www.vaniercollege.qc.ca/learning-commons/academic-integrity/
8. Detailed Schedule
You can view the detailed class schedule via this live link. The core is fixes, smaller details may change to accommodate student learning. Please check often. https://docs.google.com/spreadsheets/d/e/2PACX-1vRclQ8Q2a4MLeJSbg35j7zfb4Xi5Z7nGADBIK_5En3YJ12-QXmAGfKsfFkfSfa92-JoiXnbViVfD5ti/pubhtml?gid=1099511053&single=trueGo to schedule calendar.