COURSE OUTLINE
Course ID
Course title
Credits
MK302EV01
International marketing
3
(To be applied to: o Main Semester/ o Extra Semester - …, School year: from 2015)
A. Course Specifications
Periods
Periods in classroom
Total
periods
Lecture/
Seminar
Laboratory/
Activity
Studio
Fieldwork
Self-study
periods
Lecture
room
Lab
room
Fieldwork
(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)
(9)
45
39
0
0
6
90
45
0
6
(1) = (2) + (3) + (4) + (5) = (7) + (8) + (9)
B. Other related Subjects
Other related
Subjects
Course ID
Course title
Prerequisites:
1
MK203DV01
Principle of marketing
Co-requisites:
Not compulsory
Other required:
Students used to study or are studying foundation subjects, such as: micro – economics, macro –
economics, consumer behaviors, strategic management, foreign trade are more beneficial in term of
learning this subject.
C. Course Description
This course provides definitions of marketing in an international context as well as
examines the impact of economic, cultural, political, legal and other environmental
influences on international marketing. Within this course, students are required to build an
international marketing strategy for an actual Vietnamese company through identifying and
analyzing worldwide marketing opportunities, and examining marketing mix (including
product, pricing, distribution and promotion strategies). Additionally, in order to strengthen
students’ knowledge and perception, the course is structured to provide practical cases
stemmed from huge and SME’s corporations on globe so that students can discuss and
interact with lecturer and each other.
D. Course Objectives
No.
Course Objectives
1.
Understanding the key terms, definitions, and concepts used in marketing with an
international perspective. 2.
Evaluate different economic, social, cultural, political, and legal environments
influencing international trade.
3.
Explain the impact of global and regional influences on products and services for
consumers and businesses through international marketing research.
4.
Apply basic internationally oriented marketing strategies (total product concept,
pricing, place, and promotion).
5.
Explain the differences in negotiating with marketing partners from different
countries and the implications for the marketing strategies (4Ps).
6.
Develop creative international market entry strategies.
E. Learning Outcomes
No.
Learning Outcomes
1.
To comprehend an overall perspective of globalization and dynamics of global
environment on trade
2.
To analyze an international market based on PESTLE (Political, economics, socialcultural, technological, legal factors).
3.
To acknowledge the international opportunities via marketing research tools.
To give a thesis regarding “Outbound environmental trading analysis” and a
comprehensive international marketing strategy.
4
F. Instructional Modes
1. Teaching in the classroom/ lab
− Maximum for classroom/ laboratory instruction is 45 periods which consists of 39 for
theoretical lectures and 6 for a field trip, meaning that there is one lesson per week.
Instructor will deliver the lectures in English slides. Students read documents in
English.
− Prior going to the class students must read related theories in advance.
− In class, instructors will emphasize important or difficult concepts and ideas.
− It is required pair works among students at the end of any lesson in order to comprehend
knowledge through case studies.
− If there is any problem, students are supposed to discuss with friends or instructor.
Number
Method
Description
No. of
periods
Number of
students
1
Lectures
Lecturer will teach theoretical issues
through classroom/ laboratory lectures
with
power
point,
computers,
projectors, videos or case studies.
45
30 students
2
Group
assignments
and
presentation
Each group from 2 - 3 students will be
assigned a project according to specific
requirements of lecturer. In order to
complete the assignment, it is asked to
have presentation at class.
6
2 - 3 students/
group
2. Project
Each group consists of 2 - 3 students. The scheme requires each team to report an
international marketing research and create a marketing plan for an actual company
which target to market internationally as outlined below:
2.1 . Business objectives
Set up the business objectives in order to answer the questions:
- Why do the company need to explore an overseas opportunity?
- What kind of products tends to market in an international market?
- Which market is prospective to invade?
2.2 . Marketing research
a) Analyze PESTLE factors which influence the international marketing strategy of the
corporation.
b) Analyze competitive environment of this international pool.
c) Determine target market segmentation.
d) Determine operational methods.
2.3. Marketing plan
a) SWOT analysis
b) Exemplify marketing mix.
c) Define suitable entry mode.
d) Marketing implementation.
Due date of group assignment report:
- The Marketing research and Marketing plan schemes must be written into the report
and be submitted to lecturer in 8th and 13th week, respectively.
G. Textbooks and teaching aids
1. Required Textbooks and Materials
- Cateora. Philip R., Gilly. Mary C., Graham. John L. (2011). International
Marketing. 16th Edition. McGraw Hill Higher Education/ Irwin. Boston,
Massachusette, U.S.A
Students can go the this link to download textbook for free
http://www.greenbookee.com/international-marketing-cateora-16th-edition/
2. Suggested Course Materials
- Hollensen, S., 2010. Global Marketing: A decision-oriented approach, 5th Edition,
Prentice Hall.
- Levinson, Conrad Jay,. Levinson, Jannie (2011). Guerrilla Marketing Remix - The
Best of Guerrilla Marketing, Entrepreneur Press – U.S.A
- Friedman. Thomas L. (1999) The Lexus and the Olive Tree – Understanding
Globalization, Newly updated and expanded edition, Various Publishers.
- Friedman. Thomas L. (2007) The World Is Flat - The Globalized World in the
Twenty-First Century, Penguin Books
- Doodle, Lowe (2012) International Marketing Strategy, 6Th Edition, Cengage
Learning EMEA
3. Websites
- www.cafef.vn, www.brandsvietnam.com, cnbc.com.
H. Assessment Methods (Requirements for Completion of the Course)
1. Assess the learning outcomes
Permission for a student to receive an incomplete grade is at the discretion of the instructor
and must be accompanied by a written contract for completion of course requirements. Failure
to take exams, complete assignments, or attend class is not acceptable reasons for an
incomplete.
1.1. For main semester
Assessment
category
1st test
2nd test
Final exam
Summary of assessment
Fraction
Timetable
method
Students have to complete 4
Will be subject to
60 minutes short quizzes randomly during
20%
lecturer
a semester
Students submit group
15 minutes/
Will be subject to
assignment and do
30%
group
lecturer
presentation at class
Multiple choice and case
As scheduled by
120 minutes
50%
study. Closed exam
Academic Affairs
Total
100%
Duration
1.2.For extra semester
Assessment
category
1st test
2nd test
Final exam
Summary of assessment
Fraction
Timetable
method
Students have to complete 2
Will be subject to
40 minutes short quizzes randomly during
20%
lecturer
a semester
Students submit group
15 minutes/
Will be subject to
assignment and do
30%
group
lecturer
presentation at class
Multiple choice and case
As scheduled by
120 minutes
50%
study. Closed exam
Academic Affairs
Total
100%
Duration
2. Participation
Based on regulations of Academic Affairs.
3. Academic Integrity
Academic integrity is a fundamental value that affects the quality of teaching, learning, and
research at a university. To ensure the maintenance of academic integrity at Hoa Sen University,
students are required to:
a) Work independently on individual assignments
Collaborating on individual assignments is considered cheating.
b) Avoid plagiarism
Plagiarism is an act of fraud that involves the use of ideas or words of another person
without proper attribution. Students will be accused of plagiarism if they:
• Copy in their work one or more sentences from another person without proper
citation.
• Rephrase, paraphrase, or translate another person’s ideas or words without
proper attribution.
• Reuse their own assignments, in whole or in part, and submit them for another
class.
c) Work responsibly within a working group
In cooperative group assignments, all students are required to stay on task and
contribute equally to the projects. Group reports should clearly state the contribution
of each group member.
Any acts of academic dishonesty will result in a grade of zero for the task at hand and/or
immediate failure of the course, depending on the seriousness of the fraud. Please consult Hoa
Sen University’s Policy on Plagiarism at http://thuvien.hoasen.edu.vn/chinh-sach-phong-tranhdao-van. To ensure the maintenance of academic integrity, the university asks that students
report cases of academic dishonesty to the teacher and/or the Dean. The names of those students
will be kept anonymous.
I. Teaching Staff
No.
1
2
Professor’s name
Mr. Hoang Duc Binh
Mr. Tran Bao Thanh
3
Ms. Le Thi Anh Thu
4
Ms.Tran
Hien
Thi
Thu
Email,
Phone
Office location
number, Office
hours
binh.hoangduc@hoasen.edu.vn
thanh.tranbao@hoasen.edu.vn
thu.lethianh1831@hoasen.edu.vn
hien.tranthithu@hoasen.edu.vn
Position
Will
be
Head
of
informed at
Marketing
the opening
Division
of semester
In similar
Compiling
and
instructing
In similar
Compiling
and
instructing
In similar
Compiling
and
instructing
J. Outline of Topics to be covered (Learning Schedule)
1. For main semester
Week
Topic
References
Homework/Assignment
PART 1: OVERVIEW ABOUT INTERNATIONAL MARKETING
1
2
International Marketing Definition.
The scope and challenge of IM
The dynamic environment of IM
Pair works on case study
Chapter 1
Chapter 2
Students have to read the
theories, glossary, chapter 1
and 2 in advance
PART 2: UNCONTROLABLE ENVIRONMENT INFLUENCING INTERNATIONAL
MARKETING
3
4
5
6
History and Geography: The
foundations of culture
Pair works on case study
Cultural dynamics in assessing global
markets
Pair works on case study
Culture, management style and
business systems
Pair works on case study
The political environment: a critical
concerns
The international legal environment:
playing by the rules
Chapter 3
Chapter 4
Chapter 5
Students have to read the
precursory of part 2,
chapter 3, 4, 5, 6 & 7 prior
to each lecture.
Read “A guide for
Developing a Marketing
Plan”(p.579)
Chapter 6,7
PART 3: INTERNATIONAL MARKET OPPORTUNITIES
7
8
Developing a global vision through
marketing research
Pair works on case study
Economic development and the
Americas
The Asia Pacific Region
Discuss the differences among these
countries through case studies.
Chapter 8
- Students have to read the
precursory of part 2,
chapter 8, 9 & 11 in
Chapter 9 &
advance
11
9
Students have to participate
a field trip related to
international exhibition.
Outside Field Trip
PART 4: INTERNATIONAL MARKETING PLAN
Global marketing management:
planning and organization
Analyze framework of marketing plan
assignment.
10
11
Chapter 12
- Students have to read the
precursory of part 4,
chapter 12 - 18 in advance
Chapter 13 18
4P’s in international marketing
Pair works on case study
PART 5: INTERNATIONAL MARKETING IMPLEMENTATION
12
Negotiating with international
customers, partners and regulators
13
Chapter 19
Students have to read the
theories in advance
14
Group presentation & Review
15
2. For extra semester
Week
Topic
References
Homework/Assignment
PART 1: OVERVIEW ABOUT INTERNATIONAL MARKETING
* International Marketing
Definition.
1/1 The scope and challenge
Chapter 1
Students have to read the
of IM
theories, glossary, chapter
1/2 * The dynamic
Chapter 2
1 and 2 in advance
environment of IM
Pair works on case study
PART 2: UNCONTROLABLE ENVIRONMENT INFLUENCING
INTERNATIONAL MARKETING
2/3
2/4
3/5
3/6
4/7
4/8
• History
and
Geography:
The
foundations of culture
• Cultural dynamics
Chapter 3
Students have to read the
in
assessing
global
precursory of part 2,
markets
Chapter 4
chapter 3, 4, 5, 6 & 7 prior
• Culture,
to each lecture.
Chapter 5
management style and
Read “A guide for
business systems
Developing a Marketing
Chapter 6
• The
political
Plan”(p.579)
environment: a critical
Chapter 7
concerns
• The international
legal
environment:
playing by the rules
PART 3: INTERNATIONAL MARKET OPPORTUNITIES
• Developing a
global vision through
Chapter 8
marketing research
- Students have to read the
precursory of part 2,
• Economic
Chapter 9
chapter 8, 9 & 11 in
development and the
advance
Americas
Chapter 11
• The Asia Pacific
Region
PART 4: INTERNATIONAL MARKETING PLAN
• Global
marketing
Chapter 12
- Students have to read the
management: planning
precursory of part 4,
and organization
The combination chapter 12 - 18 in advance
• 4P’s in international
5/10
from Chapter 13
marketing
to 18
PART 5: INTERNATIONAL MARKETING IMPLEMENTATION
Negotiating
with
international
6/11
Chapter 19
customers,
partners
and regulators
6/12
Group presentation
Review
7/13
5/9