After the 8 month Co-op, we returned to school in January to begin the first semester of our final year. The Marketing courses for this final year focused Marketing on a global scale.
Year 4
International Market Entry involved learning about all of the factors marketers must take into consideration when analyzing foreign markets, deciding which market to penetrate and the tools to use. to succeed in the foreign environment. Study topics included:
- global economic and trade environment (economic systems, GNP, WTO, Trade negotiations and agreements)
- Social and Cultural Environments (Hall’s Theory, Hofstede’s Cultural Typology, Maslow’s Hierarchy, Diffusion Theory)
- Political, Legal and Regulatory Environments ( individual country’s political environment impact on global marketing, business issues and legal problems, conflict resolution and dispute settlement)
- Green Segmentation, Targeting and Positioning tools and techniques for foreign countries
- Global Market entry strategies: Licensing, Investment, and Alliances
- Importing, Exporting, and Sourcing
Assignments involved Brexit cases, creating a Marketing entry plan for an established Canadian country entering a foreign country, and a final exam case involving McDonald’s entry into the Indian market.
Public Relations History, Principles, and Concepts consisted of examining principles and theory’s used in PR management, studying the importance of company relations and reputation. We studied global PR trends and issues and how to strategically using PR tools to create and distribute company messages to key stakeholders.
