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Marketing Strategy for Organizations

During this one-day course participants develop a common language and shared understanding of the marketing concept and the similarities and differences between domestic and international marketing. Mapping a Canadian small to medium-sized enterprise (SME) journey to international expansion, and introducing the strategic international marketing planning framework, the course will strengthen the Ministry of Internation Trade's capabilities to support and advise SMEs in this journey. While the course focuses on international marketing from an SME perspective, the planning framework and tools are equally applicable to international goverment markeing initiatives.
For more information about this course please contact Professional and Continuing Studies

Topics Covered:

  • The marketing concept and its different components
    • Establishing a high-level overview (teams/class)
    • Developing a shared frame of reference (class)
  • Domestic versus international marketing
    • Similarities, differences, and key decisions (teams/class)
  • The SME journey to international expansion
    • SME issues and road blocks (teams)
    • MIT expertise and resources (teams)
    • Opportunities, challenges, priority issues (class)
  • The strategic international marketing planning framework. Application - case study (SME considering international expansion)
    • Team assignment – current state assessment (csa tools and frameworks)
    • Class review and case solution
    • Team assignment – strategic decisions and competitive advantage (blue/red ocean strategy)
    • Class review and case solution
    • Team assignment – market entry strategy and implementation
    • Class review and case solution