Name of the unit INTERNATIONAL MARKETING TRIMESTER 2 2021 2022 INTERNATIONAL MARKETING TRIMESTER 2 2021 2022 INTERNATIONAL MARKETING Unit Guide Trimester 2 20212022 Page | 10 CONTACTS Unit Instructor.
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Unit Guide
Trimester 2 2021/2022
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CONTACTS
Unit Instructor
Dr Khanh Ngo
Email: khanh.ngo@isb.edu.vn
Phone: 0905537159
Industry Lecturer Dr Phat Tang
Email: phat.tang@isb.edu.vn
Phone: 0908807838
MRES Phuong Le
Email: anhphuong.le@isb.edu.vn
Phone:
Student Advisor
ISB BBUS Program
17 Pham Ngoc Thach Street, District 3, HCM City Phone: (028) 3920 9999
Ext: 305 (Ms An)
About INTERNATIONAL MARKETING
UNIT OVERVIEW
Marketing internationally has become a necessity for many firms that wish to survive and grow in today’s dynamic and increasingly linked world economy International Marketing is concerned with understanding and successfully managing the different international economic, cultural, political and legal environments as they affect the marketing activities of companies International Marketing examines the role of marketing research, international finance, overseas market entry and expansion strategies and the marketing mix in international markets
On completion of this unit students will have acquired a sound theoretical basis and, particularly, a practical understanding of how companies operate in international markets
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Assessment Information
UNIT LEARNING OUTCOMES
The table below outlines the unit learning outcomes (ULOs) for this unit Upon completion of this unit, students will be able to:
1 Identify international marketing opportunities and threats
2 Demonstrate an understanding of the key international marketing
concepts and how they are applied within a business context
3 Analyse elements of the international environment and their
inter-relationships and understand their relevance to international marketing strategies
4 Demonstrate how international marketing is practised by international companies
5 Apply sound operational knowledge of international marketing processes
to international business activities
PROGRAM LEARNING OUTCOMES
In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is also responsible for introducing/developing/assuring the following program-level learning outcomes (PLOs):
1
Knowledge & Application
Solid understanding and competency of appropriate application of
business discipline-specific knowledge
2 CommunicationCompetency in professional written and oral communication suited to multiple audiences and contexts
3 TeamworkEffective collaboration in teamwork or other tasks in organizational
settings
4 Critical thinkingCritical thinking through appropriate observing, analysing and reasoning, etc
5 Problem solving
Effective and constructive problem solving
6 EthicsAn ethical perspective, including an understanding of the ethical
responsibilities of organizations.
7 Cultural Diversity
A global mindset, including an understanding of the different business
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settings, the ability to identify foreign market potentials, to diagnose cross-cultural communication problems and propose appropriate
solutions
ASSESSMENT SUMMARY
No Assessment task Weight (%) Type of Task Length (No of words) Due date
1 In-class participation with
lecturer (Dr Khanh Ngo) 30% Individual
2 In-class participation with
visiting lecturer (Dr Phat
Tang and MRES Phuong
Le)
30% Individual
3 Final group project
(presentation and report) 40% Group Report: 10000 words +/-10% 2 days before Session 15
Final marks and grades are subject to confirmation by the School Assessment Committees which may scale, modify or otherwise amend the marks and grades for the unit, as may be required by University policies
Note: To successfully complete this unit, students must:
Attendance must be at 80% of classes and tutorials
Students must attain at least 50% in total of ALL ASSESSMENTS.
Assessment 1: In-class participation with lecturer (Dr Khanh Ngo) (30%)
Class attendance and participation includes coming to class prepared and on time, taking part in class discussions (this involves listening/reading as well as writing/speaking and completing all in-class activities) and debates, presentation, asking questions, contributing your knowledge and insights in whatever form is appropriate, and striving to make all your contributions excellent It also includes doing the required reading and writing for each class The latter will be assessed by asking students, at the beginning of each class, a summary of the assigned reading for the day
Assessment 2: In-class participation with visiting lecturer (Dr Phat Tang and MRES Phuong Le) (30%)
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Class attendance and participation includes coming to class prepared and on time, taking part in class discussions (this involves listening/reading as well as writing/speaking and completing all in-class activities) and debates, asking questions, contributing your knowledge and insights in whatever form is appropriate, and striving to make all your contributions excellent It also includes doing the required reading and writing for each class
The latter will be assessed by asking students, at the beginning of each class, a summary of the assigned reading for the day
Assessment 3: Major Project: International Marketing Plan (40%)
Team projects: Working in groups of 5-6, the project is a simulated foreign market feasibility study for a Vietnamese company and its product (a good, service or investment) into an overseas country market You are allocated your subject firm and product, and you research the country which will be your target market for evaluation
This project will enable you to gain an appreciation and understanding of the following tasks required for success in international marketing:
1 Analyse elements of the international environment and their inter-relationships, and understand their relevance to international marketing strategies;
2 Identify some of the complications and obstacles involved in the international marketing of a particular product;
3 Plan international marketing mix strategies;
4 Understand how international marketing is practised by international companies
Structure of the report
1 Company Introduction and Market Research
1.1 Company Introduction
1.2 Identifying products with export potential
1.3 Determining your company’s export readiness
2 International Marketing Strategies
2.1 Situation Analysis
2.1.1 Business Environment
2.1.2 Market Country Analysis
2.1.3 Competitors Analysis
2.1.4 Organization Assets and Skills
2.2 SWOT Analysis
2.2.1 Strengths and Weaknesses
2.2.2 Opportunities and Threats
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2.2.3 Implications of SWOT Analysis
2.3 Evaluation of alternative marketing strategies
3 International Marketing Mix Strategy and economic evaluation
3.1 Objective
3.1.1 Organisation Mission and Corporate Strategy
3.1.2 Company Product/Market Objectives
3.2 Recommended marketing strategy
3.2.1 Target Market and Market Entry Strategy
3.2.2 Market Positioning Strategy
3.2.3 Marketing Mix Product
3.2.4 Marketing Mix Place
3.2.5 Marketing Mix Price
3.2.6 Marketing Mix Promotion
3.3 Economic Evaluation
3.3.1 Sales Forecast
3.3.2 Cost of Goods Sold
3.3.3 International Marketing Expenses
3.3.4 Projected Income Statement
3.3.5 Break Even Analysis
3.3.6 Implementation and Control
Referenced sources and Appendices
Word limit: 10,000 words +/- 10% excluding references & appendices
Penalty:
Late submissions: Reports submitted late will incur a penalty of 5 marks (5% of 100) for each day submitted late for a maximum of 3 days After 3 days the report will not be marked and will receive zero mark
Teaching Activities
LEARNING RESOURCES
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ONLINE LEARNING RESOURCES
E-library http://search.proquest.com/login
Username: UEHCMC2010 Password: thuvien0810 E-learning http://elearning.isb.edu.vn/
SCHEDULE OF ACTIVITIES
Sessi
on Lecture Preparatio n Activity Lecturer in charge
1
Lecture 1: Introduction to
Global Marketing
Lecture 2: Global Economic
and Finance Environment
Read Chapter
1, 2, 3 Access and explore E-learning
Research Project Introduction
In class activity:
+ Company choosing
Dr Khanh Ngo (8am-11h15am, Monday, online)
2
Lecture 4: Global Cultural
Environment and Buying
Behavior
Lecture 5: Political / Legal
Environment
Read Chapter 4 Read Chapter 5
Dr Khanh Ngo (8am-11h15am, Monday, online)
3 Consultation for project In class activity:+ Confirm
company name
Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online)
4
Lecture 6: Global Marketing
Research
Lecture 7: Global
Segmentation and
Positioning
Read Chapter 6 Read Chapter 7
Dr Khanh Ngo (8am-11h15am, Monday, offline)
5 Lecture 8: Global Marketing Strategy Read Chapter 8Read Chapter 9 Dr Khanh Ngo (8am-11h15am,
Textbook Masaaki Kotabe & Kristiaan Helsen (2020), Global Marketing
Management, 8th edition
Reference
books International Business Plan Workbook - Massachusetts Export Center
Major Project Guide 2015 - UTS/SILC 20400 International Marketing Journal of International Marketing
International Marketing Review Journal of Marketing
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Lecture 9: Global Market
Entry Strategy Monday, offline)
6 Consultation for project
Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online)
7
Lecture 10: Global Product
Policy Decision 1
Lecture 11: Global Product
Policy Decision 2
Read Chapter 10
Read Chapter 11
Dr Khanh Ngo (8am-11h15am, Monday, offline)
8 Consultation for Project
Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online)
9
Lecture 15: Global Logistics
and Distribution
Lecture 16: Export/Import
Management
Read Chapter
15, 16
Dr Khanh Ngo (8am-11h15am, Monday, offline)
10 Consultation for Project
Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online)
11 Lecture 12: Global Pricing Read Chapter 12 Dr Khanh Ngo (8am-11h15am,
Monday, offline)
12 Consultation for Project
Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online)
13 Lecture 13: Communicating with the World Consumer Read Chapter 13 Dr Khanh Ngo (8am-11h15am,
Monday, offline)
14 Consultation for Project
Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online)
15 Presentation for Project
Submit final writing and presentation -
2 days before Session 15
In class activity:
+ Present Project Part 3 (20 minutes/ group including questions)
Dr Khanh Ngo, Dr Phat Tang and MRES Phuong Le (8am-11h15am, Monday, offline)
General Information & Policy
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Referencing
Plagiarism
Student assignments are to contain original content created by the students Assignments will be rejected if they include plagiarised content or contain excessive amounts of quoted/cited material and minimal original content Students will receive a grade of ZERO (0%) for any assignments rejected for this reason Written assignments WILL BE checked by the lecturer with Turnitin.com,
an online plagiarism-checking tool
Sources
Furthermore, your reference to support your statements must be from a reliable source, such as textbooks, additional reading materials, and reference books However, many websites are not reliable sources Examples are Wikipedia.org, about.com, and ask.com If you are not sure if a reference is acceptable or not, please contact the lecturer
Referencing & Citation
The Publication Manual of the American Psychological Association
(APA) 6th ed., will serve as the primary reference materials for all students.
Therefore, all papers must be submitted in APA format The mechanics of student papers and work will be evaluated, as well as the content
Submission
Assignment cover sheet
All assignments are required to be submitted with an Assignment Cover
Sheet
Group assignments are to be submitted with a Group Assignment Cover
Sheet as well as a Peer Evaluation Form depending on the request of unit
instructor
Non-contributing team members can sometimes be an issue with group-work structured assessment Individual student group work scores may be adjusted
as a result of peer dissatisfaction with a particular student’s contribution to group work assignments, as reflected in submissions of the evaluation form
Note:
Assignment cover sheets and the evaluation form can be located on MyISB
system
Students are advised to keep a copy of all assignments submitted for marking
Submission style
Assignments are expected to achieve a professional standard:
Be typed, one and a half spaced, on A4 paper
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Use a simple clear format, suitable for a report to senior management in a commercial organisation
Submission method
Soft copy: submitted electronically via E-learning system by 11:55 PM on the
due date (Suggested title: Student name_Unitname_Name of Assignment)
Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham
Ngoc Thach) by the due date
Late assignment and make-up policy
No late assignments will be accepted unless prior authorisation granted by the Academic Department based on a Special Consideration Application for assessment task extension
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and final exam If there are extenuating or unforeseen circumstances, students must follow the school’s policies and procedures accordingly
Attendance
Students are required to attend a minimum of 80% of all classes (which
normally 12/15 sessions)
Other cases equating to an absence:
Arriving to class late by 15 minutes at the beginning,
Arriving late by 5 minutes after the break
Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for absence form to program administrator prior to the session
IMPORTANT: Students will not be allowed to sit in the final examination if
violating the above absence rule
Electronic device use
Cell phones will be turned off or switched to vibrate mode before class
starts
No phone calls or text messaging are allowed inside classroom during
class time
Portable listening and/or music devices may not be operated in the
classroom
Headphones and/or ear buds of any type may not be worn while in
the classroom whether operating or not