Professional Documents
Culture Documents
Weight on
Course Deliverable Due Date
Final Grade
For several decades the globalisation of markets has considerably increased fuelled by
the combined forces of world trade liberalisation, internationalisation of communication
and transportation modes and the convergence of consumers’ preferences across
nations. Multinationals and small firms as well have responded to the challenge created
by these unmatched opportunities by boldly entering new markets either by themselves
or through alliances and other cooperative arrangements with foreign partners. At this
stage, firms may enter foreign markets with a large variety of options and expand
worldwide through the simultaneous operationalisation of foreign, multinational, regional
and global marketing strategies. The first task in this course will be to draw the distinctions
between internationalisation options, and then to evaluate under which conditions these
options may be appropriate to the firm depending on its profile, constraints and objectives.
The second one will be to analyse how marketing strategies must be adapted accordingly.
As the title of this course indicates, only specific topics will be addressed, namely,
intelligence, networking, product and communication strategies and global coordination.
Intelligence deals with market selection, market segmentation, information needs and
marketing research, including e-research. Networking refers to entry mode strategies,
transaction costs economics and the trading house option. International communication
concentrates on the standardisation/adaptation dilemma, export promotion, global
positioning and the role of public relations in the international management of crises and
rumours. Coordination deals with the organisation structuring of firms when facing the
global challenge.
Although a variety of business sectors will be covered in these cases and in the lectures,
global marketing in the private banking and luxury sectors will be more specifically
addressed. Strategies of firms such as Vuitton, Hermès and Rolex will be discussed as
well as the strategies of private banks (most of them based in Switzerland) and other
private banking entities servicing very high net worth individuals (VHNWIs) worldwide.
Evaluation takes into account the fact that this course will be delivered over four full days.
− Exam
− Group project
− Class participation.
Exam: Open questions and case analysis, two hours. Open book, class notes allowed.
Browsing on the net during the exam prohibited.
If you are registered with SASS – Academic Accommodations, please send an email to
the Student Services Centre at undergraduate@telfer.uottawa.ca before October 22nd, in
order that they can send a copy of the exam to SASS.
The primary objective of this group project (four/five students per group, no single
individual project accepted) is to get students to apply their knowledge of global marketing
concepts and tools to the analysis of two firms, with a view of assessing what makes firms
adopt a multinational or a global orientation. Please note that a mere description of each
firm is not appropriate. What is expected is a systematic comparative analysis of both
firms.
After selecting two firms with extensive international involvement and fairly comparable
size, which belong to the same industry;
2- Evaluate the potential impact of the industry, market and corporate culture
determinants on their respective global/multinational orientations (MGO);
3- Compare the international marketing strategies of the two firms (targeting, positioning,
entry mode and marketing mix strategies) and their impact on their MGO;
4- Compare their planning, control systems and organisation structure and their impact
on their MGO;
5- Position the two firms on the GMO continuum and justify your positioning in light of the
previous analyses;
Maximum ten pages (Times New Roman 12, one inch margin, double-spaced) plus cover
page, appendices and bibliography. Please note that the whole report must be paginated,
including the appendices.
The deadline is July 25th, before 3 PM (eastern time). Please send an electronic version
of your report to Professor Denis at jedenis@bluewin.ch with a copy to
undergraduate@telfer.uottawa.ca
Please note that it is not possible to submit extra course work in order to improve
your mark.
Textbook
Required textbook (includes all cases): Hollensen, Svend., Global Marketing, Seventh
Edition, 2017, Pearson: London, UK.
Course Attendance
Attendance to this course is compulsory every day TO ALL SESSIONS including the
exam on Day 5 (from April 29 to May 3, 2019).
Course Schedule
FOR DAY 1, read Hollensen, chap. 1 and 3 and cases Triumph (705-
9) and Sony (775-81).
In recent years, the development of the Internet has made it much easier to identify
academic plagiarism. The tools available to your professors allow them to trace the exact
origin of a text on the Web, using just a few words.
In cases where students are unsure whether they are at fault, it is their responsibility to
consult the University’s Web site at the following address, where you will find resources,
tips and tools for writing papers and assignments:
http://web5.uottawa.ca/mcs-smc/academicintegrity/home.php
Persons who have committed or attempted to commit (or have been accomplices to)
academic fraud will be penalized. Here are some examples of the academic sanctions,
which can be imposed:
• a grade of “F” for the assignment or course in question;
• an additional program requirement of between three and thirty credits;
• suspension or expulsion from the School.
Please be advised that professors have been formally advised to report every suspected
case of academic fraud. In most cases of a first offence of academic fraud, the sanction
applied to students who have been found guilty is an “F” for the course with an additional
three credits
added to their program requirements. Repeat offenders are normally expelled from the
School of Management.
Finally, the Telfer School of Management asks that students sign and submit with their
deliverables the Personal Ethics Agreement form. Two versions of this form exist: one
for individual assignments, and one for group submissions. Assignments will not be
accepted or marked if this form is not submitted and signed by all authors of the
work. We hope that by making this personal commitment, all students will understand the
importance the School places on maintaining the highest standards of academic integrity.
Group Assignment:
By signing this Statement, I am attesting to the fact that I have reviewed not only my own
work, but the work of my colleagues, in its entirety.
I attest to the fact that my own work in this project meets all of the rules of quotation and
referencing in use at the Telfer School of Management at the University of Ottawa, as
well as adheres to the fraud policies as outlined in the Academic Regulations in the
University’s Undergraduate Studies Calendar. I further attest that I have knowledge of
and have respected the “Beware of Plagiarism” brochure found on the Telfer School of
Management’s doc-depot site.
To the best of my knowledge, I also believe that each of my group colleagues has also
met the rules of quotation and referencing aforementioned in this Statement.
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Signature Date
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Signature Date
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Last Name (print), First Name (print) Student Number
Personal Ethics Statement
Individual Assignment:
By signing this Statement, I am attesting to the fact that I have reviewed the entirety of
my attached work and that I have applied all the appropriate rules of quotation and
referencing in use at the Telfer School of Management at the University of Ottawa, as
well as adhered to the fraud policies outlined in the Academic Regulations in the
University’s Undergraduate Studies Calendar. I further attest that I have knowledge of
and have respected the “Beware of Plagiarism” brochure found on the Telfer School of
Management’s doc-depot site.
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Signature Date
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Last Name (print), First Name (print) Student Number