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EGMK 655: Global Marketing Management Report a Broken Link

This course is primarily intended for those who are either currently engaged in international business activities or see their future career roles as professionals, managers, or entrepreneurs involved in some aspect of global marketing. The course's purpose is to provide a pragmatic perspective on global marketing, with particular attention to the marketing strategy adjustments and modifications that Canadian organizations must consider in extending their activities to the world marketplace.

Central to the course is the requirement that each student explore and construct a viable and original marketing plan for a new product or service entering a developed country's market.

The course discusses the unique environmental aspects of "going global," looks at the elements of international marketing strategy, and includes an overview of the increasing role of e-marketing in the global marketplace.

Required Readings

Lesson 1

Reading 1: Gronroos, C. (1999). Internationalization strategies for services. Journal of Services Marketing, 13(4/5), 290-297.
Reading 2: Goodbye globalisation. (2020, May 16). The Economist, 435(9194), 7.

Lesson 2

Reading 3: Kim, W. C., & Mauborgne, R. (2005). Creating a blue ocean of profit. Chief Executive, (206), 54-56.
Reading 4: Sheth, J. N. (2020). Borderless media: Rethinking international marketing. Journal of International Marketing, 28(1), 3–12.

Lesson 3

Reading 5: Bottom of the Pyramid. (n.d.). In Wikipedia. Retrieved June 22, 2020, from https://en.wikipedia.org/wiki/Bottom_of_the_pyramid
Reading 6: Minkov, M., & Hofstede, G. (2011). The evolution of Hofstede’s doctrine. Cross Cultural Management, 18(1), 10-20.

Lesson 4

Reading 7: Phung, A. (2019, July 3). Green field vs. international acquisition: What’s the difference? Investopedia.

Lesson 5

Reading 8: Canada Border Services Agency (2020). Exporting Commercial Goods [website]. 

This is a comprehensive site that covers a wide range of topics on exports and exporting goods from Canada and is intended to be skim-read 

Lesson 6

Reading 9: Thinking outside the box: The global logistics business is going to be transformed by digitisation. (2018, Apr 28) .The Economist, 427, 18-20.

Lesson 7

There are no readings this week.

Lesson 8

There are no readings this week.

Supplementary Readings

Lesson 1 Supp. Rdgs.

London School of Business and Finance. (2010, October 27). Introduction to global marketing [Video file].
Slide Show: Hollensen, S. (2020). Chapter 1: Global marketing in the firm. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 2: Initiation of internationalization. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 3: Internationalization theories. Harlow, U.K.: Pearson Education.

Lesson 2 Supp. Rdgs.

Blue Ocean Strategy. (2010, November 30). Blue ocean strategy and the world [Video file].
Rundh, B. (2007). International marketing behaviour amongst exporting firms. European Journal of Marketing, 41(1/2), 181-198.
Slide Show: Hollensen, S. (2020). Chapter 4: Development of the firm's international competitiveness. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 5: Global marketing research. Harlow, U.K.: Pearson Education.

Lesson 3 Supp. Rdgs.

Slide Show: Hollensen, S. (2020). Chapter 6: The political and economic environment. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 7: The sociocultural environment. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 8: The international market selection process. Harlow, U.K.: Pearson Education.

Lesson 4 Supp. Rdgs.

Chesbrough, H. W., & Teece, D. J. (2002). Organizing for innovation: When is virtual virtuous? Harvard Business Review, 80(8), 127-135.
Slide Show: Hollensen, S. (2020). Chapter 9: Some approaches to the choice of entry mode. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 10: Export modes. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 11: Intermediate entry modes. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 12: Hierarchical modes. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 13: International sourcing decisions and the role of the subsupplier. Harlow, U.K.: Pearson Education.

Lesson 5 Supp. Rdgs.

Norberg, H. (2019). Unblocking the bottlenecks and making the global supply chain transparent: How blockchain technology stands to update global trade. University of Calgary School of Public Policy Publications Briefing Paper, 12(9).  
Slide Show: Hollensen, S. (2020). Chapter 14: Product decisions. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 15: Pricing decisions and terms of doing business. Harlow, U.K.: Pearson Education.

Lesson 6 Supp. Rdgs.

Macaray, D. (2017, July 14). Why did Wal-Mart leave Germany? Huffpost.
Slide Show: Hollensen, S. (2020). Chapter 16: Distribution decisions. Harlow, U.K.: Pearson Education.
Slide Show: Hollensen, S. (2020). Chapter 17: Communication decisions (promotion strategies). Harlow, U.K.: Pearson Education.

Lesson 7 Supp. Rdgs.

Slide Show: Hollensen, S. (2020). Chapter 18: Cross-cultural sales negotiations. Harlow, U.K.: Pearson Education.

Lesson 8 Supp. Rdgs.

Slide Show: Hollensen, S. (2020). Chapter 19: Organization and control of the global marketing programme. Harlow, U.K.: Pearson Education.