International Marketing T1 2021- 2022 PDF

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Unit GuideTrimester 1 2021/TRIMESTER 3 2021CONTACTSUnit InstructorDr. Khanh Ngo Email: [email protected] Phone: 0905537159Student AdvisorISB BBUS Program 17 Pham Ngoc Thach Street, District 3, HCM City Phone: (028) 3920 9999 Ext: 305 (Ms. An)Email: bbusprogram@isb. vnAbout INTERNATIONAL MARKETINGUNIT OV...

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INTERNATIONAL MARKETING Unit Guide Trimester 1 2021/2022

I N T E R N AT I O N A L M A R K E T I N G TRIMESTER 3 2021

CONTACTS Dr. Khanh Ngo Unit Instructor

Student Advisor

Email: [email protected] Phone: 0905537159 ISB BBUS Program 17 Pham Ngoc Thach Street, District 3, HCM City Phone: (028) 3920 9999 Ext: 305 (Ms. An)

Email: [email protected]. vn

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 interrelationships 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): Knowledge & Application 1.

Solid understanding and competency of appropriate application of business discipline-specific knowledge. Communication

2.

Competency in professional written and oral communication suited to multiple audiences and contexts. Teamwork

3.

Effective collaboration in teamwork or other tasks in organizational settings. Critical thinking

4.

5.

Critical thinking through appropriate observing, analysing and reasoning, etc. Problem solving Effective and constructive problem solving. Ethics

6.

An ethical perspective, including an understanding of the ethical responsibilities of organizations.

7.

Cultural Diversity A global mindset, including an understanding of the different business settings, the ability to identify foreign market potentials, to diagnose cross-cultural communication problems and propose appropriate

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solutions.

ASSESSMENT SUMMARY

No.

Assessment task

1 2 3

In-class participation Final Exam Group project Part 1: Company Introduction and market research Part 2: International Marketing Strategies Part 3: International Marketing Mix and Economic Evaluation TOTAL

Type of Task Individual Individual Group Group

4000 words +/-10%

2 days before Session 5

20%

Group

4000 words +/-10%

20%

Group

4000 words +/-10%

2 days before Session 9 2 days before Session 15

Weight (%) 10% 30% 60% 20%

Length (No. of words)

Due date

100%

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 (10%) 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 2: Final Exam (Individual) (30%) One-hour comprehensive and closed book. The final exam will cover all materials taught during the course and include multiple-choice questions and case-study based questions. Multiple-choice questions are worth 40% and essay questions are worth 60%

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The students are to demonstrate their comprehensive understanding of the subject and ability to provide practical solutions within the time limit. Note: The final exam duration is one-hour. The final exam is not a hurdle. Overall, to pass this course, students must gain an overall mark of 50%.

Assessment 3: Major Marketing Plan (60%)

Project:

International

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 interrelationships, 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

2

Company Introduction and Market Research 1.1.

Company Introduction

1.2.

Identifying products with export potential

1.3.

Determining your company’s export readiness

1.4.

Identifying target market country

International Marketing Strategies 2.1.

Situation Analysis

2.1.1. Business Environment 2.1.2. Market Country Analysis 2.1.3. Competitors Analysis

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2.1.4. Organization Assets and Skills 2.2.

SWOT Analysis

2.2.1. Strengths and Weaknesses 2.2.2. Opportunities and Threats 2.2.3. Implications of SWOT Analysis 2.3.

3

Evaluation of alternative marketing strategies

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: 12,000 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.

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Teaching Activities LEARNING RESOURCES 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

ONLINE LEARNING RESOURCES

E-library

http://search.proquest.com/login Username: UEHCMC2010 Password: thuvien0810

E-learning

http://elearning.isb.edu.vn/

SCHEDULE OF ACTIVITIES Sessio n

Lecture

Preparation

Activity

Read Chapter 1, 2, 3 Access and explore Elearning

Research Project Introduction In class activity: + Company choosing + Project Part 1

2

Lecture 1: Introduction to Global Marketing Lecture 2: Global Economic and Finance Environment Lecture 4: Global Cultural Environment and Buying Behavior Lecture 5: Political / Legal Environment

Read Chapter 4, 5

In class activity: + Confirm company name + Project Part 1 (cont.)

3

Lecture 6: Global Marketing Research

Read Chapter 6

In class activity: + Project Part 1 (cont.)

4

Lecture 7: Global Segmentation and Positioning

Read Chapter 7

In class activity: + Project Part 1 (cont.)

1

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5

Lecture 8: Global Marketing Strategy

Read Chapter 8 Submit writing and presentation of part 1 2 days before Session 5

6

Lecture 9: Global Market Entry Strategy

Read Chapter 9

7

8

Read Chapter 10, 11

9

Presentation for Project Part 2

Submit writing and presentation of part 2 2 days before Session 9

12

13 14

Lecture 12: Global Pricing

In class activity: + Project Part 2 (cont) In class activity: + Project Part 2 (cont)

Consultation for project Lecture 10: Global Product Policy Decision 1 Lecture 11: Global Product Policy Decision 2

10 11

In class activity: + Present Project Part 1 (20 minutes/ group including questions)

Read Chapter 12 Read Chapter 13

In class activity: + Project Part 2 (cont) In class activity: + Present Project Part 2 (20 minutes/ group including questions) In class activity: + Project Part 3

Lecture 13: Communicating with the World Consumer

In class activity: + Project Part 3

Consultation for project

In class activity: + Project Part 3 (cont)

Lecture 14: Sales and Cross-Cultural Lecture 15: Global Logistics and Distribution Lecture 16: Export/Import Management

Read Chapter 14 Read Chapter 15, 16

In class activity: + Project Part 3 (cont)

15 Proposal of final writing and presentation

In class activity: + Project Part 3 (cont)

Submit final writing and presentation - 2 days before Session 15

In class activity: + Present Project Part 3 (20 minutes/ group including questions)

General Information & Policy Referencing

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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.

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

Headphones and/or ear buds of any type may not be worn while in the classroom whether operating or not.



Laptop and other electronic devices are not permitted unless specifically authorised by the lecturer exclusively for note taking and doing class work.



IMPORTANT: If you are in violation of these policies you will be excused from class and an absence will be assessed.

Email etiquette Your lecturers receive many emails each day. In order to enable them to respond to your emails appropriately and in a timely fashion, students are asked to follow basic requirements of professional communication. Your emails should: 

Have a concise and descriptive title, including the class and name of the unit you are enquiring about



Be clear about the intention of their emails



Use appropriate tone and language, proof-read what is written in the email before sending it.

Students should also allow 3-4 working days for a response before following up. If the matter is legitimately urgent, you may indicate “URGENT” in the email subject header. Make an appointment: If your email request is complex and requires a lengthy response it may be probably best to make an appointment with your lecturer/instructor to meet in person.

Student behaviour guidelines Everyone must behave professionally. Students are expected to demonstrate respect for teacher and fellow students at all times. Behaviour that is disruptive to a positive learning environment reported to the teacher will result in a warning on the first instance; the second instance might result in a failing grade along with expulsion from the school. Unacceptable behaviors can be: 

Cheating on an exam



Collaborating with others on work to be presented, if contrary to the stated rules of the course



Submitting, if contrary to the rules of the course, work previously submitted in another course



Knowingly and intentionally assisting another student in any of the above actions, including assistance in an arrangement whereby work, classroom performance, examination, or other activity is submitted or performed by

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a person other than the student under whose name the work is submitted or performed 

Plagiarising

 IMPORTANT: 

First violation will result in a grade ZERO (0%) for that assignment.



Second violation will result in a failing course grade.

Disability support services Students with disabilities are advised that accommodations and services are available at UEH-ISB. It is the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior to receiving such services.

Additional information This unit guide may be revised at the discretion of the Academic Department with approval from Program Academic Director and School Academic Committee where appropriate.

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