Marketing in the French-Speaking World
This course investigates sociocultural and linguistic issues surrounding market expansion and marketing of products and services to French-speaking audiences in Canada and elsewhere. Students consider challenges posed by increased globalization through comparisons of English- and French-speaking communities, while exploring basic marketing theory. Through case studies of successes and failures, students examine how companies develop and adapt branding and messaging for Francophone audiences by integrating differences in humour, values, politics, and financial considerations. Students thus develop an understanding of the Francophone consumer and gain skills for advertising and branding in a Francophone or bilingual environment. This course is taught in English.