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.
INTERNATIONAL MARKETING Unit Guide Trimester 2021/2022 INTERNATIONAL MARKETING TRIMESTER 2021-2022 CONTACTS Dr Khanh Ngo Unit Instructor Industry Lecturer Student Advisor Email: khanh.ngo@isb.edu.vn Phone: 0905537159 Dr Phat Tang Email: phat.tang@isb.edu.vn Phone: 0908807838 MRES Phuong Le Email: anhphuong.le@isb.edu.vn Phone: 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 Page | Assessment Information INTERNATIONAL MARKETING TRIMESTER 2021-2022 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: Identify international marketing opportunities and threats Demonstrate an understanding of the key international marketing concepts and how they are applied within a business context Analyse elements of the international environment and their interrelationships and understand their relevance to international marketing strategies Demonstrate how international marketing is practised by international companies 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 Solid understanding and competency of appropriate application of business discipline-specific knowledge Communication Competency in professional written and oral communication suited to multiple audiences and contexts Teamwork Effective collaboration in teamwork or other tasks in organizational settings Critical thinking Critical thinking through appropriate observing, analysing and reasoning, etc Problem solving Effective and constructive problem solving Ethics An ethical perspective, including an understanding of the ethical responsibilities of organizations. Cultural Diversity A global mindset, including an understanding of the different business Page | INTERNATIONAL MARKETING TRIMESTER 2021-2022 settings, the ability to identify foreign market potentials, to diagnose cross-cultural communication problems and propose appropriate solutions ASSESSMENT SUMMARY No Assessment task In-class participation with lecturer (Dr Khanh Ngo) In-class participation with visiting lecturer (Dr Phat Tang and MRES Phuong Le) Final group project (presentation and report) TOTAL Weight (%) 30% Type of Task Individual 30% Individual 40% Group 100% Length (No of words) Report: 10000 words +/-10% Due date 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%) Page | INTERNATIONAL MARKETING TRIMESTER 2021-2022 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 Marketing Plan (40%) 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: Analyse elements of the international environment and their interrelationships, and understand their relevance to international marketing strategies; Identify some of the complications and obstacles involved in the international marketing of a particular product; Plan international marketing mix strategies; Understand how international marketing is practised by international companies Structure of the report Company Introduction and Market Research 1.1 Company Introduction 1.2 Identifying products with export potential 1.3 Determining your company’s export readiness 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 Page | INTERNATIONAL MARKETING TRIMESTER 2021-2022 2.2.3 Implications of SWOT Analysis 2.3 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: 10,000 words +/- 10% excluding references & appendices Penalty: Late submissions: Reports submitted late will incur a penalty of marks (5% of 100) for each day submitted late for a maximum of days After days the report will not be marked and will receive zero mark Teaching Activities LEARNING RESOURCES Page | INTERNATIONAL MARKETING TRIMESTER 2021-2022 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 Sessi on Lecture 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 Preparatio n Read Chapter 1, 2, Access and explore Elearning Activity Research Project Introduction In class activity: + Company choosing Consultation for project Lecture 6: Global Marketing Research Lecture 7: Global Segmentation and Positioning Read Chapter Read Chapter Lecture 8: Global Marketing Strategy Read Chapter Read Chapter Dr Khanh Ngo (8am-11h15am, Monday, online) Dr Khanh Ngo (8am-11h15am, Monday, online) Read Chapter Read Chapter Lecturer in charge In class activity: + Confirm company name Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online) Dr Khanh Ngo (8am-11h15am, Monday, offline) Dr Khanh Ngo (8am-11h15am, Page | INTERNATIONAL MARKETING TRIMESTER 2021-2022 Lecture 9: Global Market Entry Strategy Consultation for project Lecture 10: Global Product Policy Decision Lecture 11: Global Product Policy Decision Consultation for Project Lecture 15: Global Logistics and Distribution Lecture 16: Export/Import Management 10 Monday, offline) Read Chapter 10 Read Chapter 11 Read Chapter 15, 16 Consultation for Project 11 Lecture 12: Global Pricing 12 Consultation for Project 13 Lecture 13: Communicating with the World Consumer 14 Consultation for Project Read Chapter 12 Read Chapter 13 15 Presentation for Project Submit final writing and presentation days before Session 15 In class activity: + Present Project Part (20 minutes/ group including questions) Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online) Dr Khanh Ngo (8am-11h15am, Monday, offline) Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online) Dr Khanh Ngo (8am-11h15am, Monday, offline) Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online) Dr Khanh Ngo (8am-11h15am, Monday, offline) Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online) Dr Khanh Ngo (8am-11h15am, Monday, offline) Dr Phat Tang or MRES Phuong Le (6pm-9pm, Friday, online) Dr Khanh Ngo, Dr Phat Tang and MRES Phuong Le (8am-11h15am, Monday, offline) General Information & Policy Page | Referencing INTERNATIONAL MARKETING TRIMESTER 2021-2022 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 Page | INTERNATIONAL MARKETING TRIMESTER 2021-2022 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 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 Page | 10 INTERNATIONAL MARKETING TRIMESTER 2021-2022 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 a person other than the student under whose name the work is submitted or performed Plagiarising IMPORTANT: Page | 11 INTERNATIONAL MARKETING TRIMESTER 2021-2022 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 Page | 12