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Global Marketing

COMM 3251
Closed
Maple League of Universities
Maple League of Universities
Quebec City, Quebec, Canada
Rosemary Polegato
Rosemary Polegato
Professor
(2)
3
Timeline
  • January 27, 2021
    Experience start
  • February 5, 2021
    Project Scope Meeting
  • February 27, 2021
    Progress Report Meeting
  • February 27, 2021
    Progress Report Meeting
  • February 27, 2021
    Progress Report Meeting
  • March 27, 2021
    Experience end
General
  • Undergraduate; 3rd year, 4th year
  • 23 learners; teams of 3
  • 30 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 4/3 project matches
  • Anywhere
  • Academic experience
  • Any
  • Any industries
Categories
Communications Market research Marketing strategy Media
Skills
competitive analysis international marketing cultural adaptation marketing strategy branding
Project timeline
  • January 27, 2021
    Experience start
  • February 5, 2021
    Project Scope Meeting
  • February 27, 2021
    Progress Report Meeting
  • February 27, 2021
    Progress Report Meeting
  • February 27, 2021
    Progress Report Meeting
  • March 27, 2021
    Experience end
Overview
Learner goals and capabilities

Student-consultants will work with your organization to prepare a new global marketing plan or to analyze an existing international market.

Expected outcomes and deliverables
  • 30 hours per student effort (X 3 students/team = 90 hours)
  • 20-page (double-spaced) report detailing cultural analyses, strategic insights, and the recommended actions based on the implications of those insights.
  • Final presentation (attendance required)
Project Examples

This course explores the managerial aspects of small to large businesses serving global markets and develops insight into social, cultural, and political realities in global markets.

In teams of 3, student-consultants will each spend 30 hours analyzing and developing a global marketing strategy for your organization that will accomplish one of the following objectives:

  • Expansion into a new international market.
  • Entrance into a global market for the first time.
  • Restructure of your global marketing strategy in an international market.

Projects may include, but are not limited to:

  • Examining a selected country's cultural, economic, technological, political, and legal environment, and then identifying potential marketing challenges and opportunities.
  • For first-time entry, developing ways to localize or adapt your product/service, marketing communication strategies, pricing, and distribution to fit the country's cultural differences.
  • For existing marketing strategies, analyzing and predicting the responses from customers, competitors, and industry in the selected country and adjusting marketing strategies accordingly.
Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Debrief with faculty member.

Provide a brief (1 page) post-project feedback to students.

Meet with student team to discuss project scope, in progress report, and final presentation.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.

Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.