Tài liệu ôn tập học kỳ mới - Tài liệu tham khảo | Đại học Hoa Sen

COURSE OUTLINE Course ID Course tittle Credits MK302DE01 International Marketing 3
(To be applied to: ❍ Main Semester ❍ Extra Semester - …, School year: from …..)
A. Course Specifications Periods Periods in classroom Total Lecture/ Laboratory/ Self-study Lecture Lab periods Seminar Studio Activity Fieldwork periods room room Fieldwork (1) (2) (3) (4) (5) (6) (7) (8) (9) 45 39 0 0 6 90 39 0 6
(1) = (2) + (3) + (4) + (5) = (7) + (8) + (9) B. Other r elated Subjects Pre-requisites Principles of Marketing Co-requisites Not compulsory
Students those are used to study foundation subjects, such as:
micro – economics, macroeconomics, consumer behaviors, Other required
strategic management, integrated marketing communication
(IMC) and foreign trade are more beneficial in term of learning this subject. C. Course Description 1
This course explores the development of international marketing programs from the
determination of objectives and methods of organization through the execution of research,
advertising, distribution, and production activities. Students examine the international
similarities and differences in marketing functions as related to the cultural, economic,
political, social, and physical dimensions of the environment. Students also consider the
changes in marketing systems and the adoption of marketing philosophies and practices to fill
conditions in different countries. D. Course Objectives No. Course Objectives E.
Understanding the key terms, definitions, and concepts used in marketing with an 1 international perspective.
Evaluate different economic, social, cultural, political, and legal environments 2
influencing international trade.
Explain the impact of global and regional influences on products and services for 3
consumers and businesses through international marketing research.
Apply basic internationally oriented marketing strategies (total product concept, 4
pricing, place, and promotion). Learning Outcomes
A student has the ability to analyze, discuss, describe, and demonstrate the marketing
processes and strategies that firms utilize when marketing their products in a foreign countries. F. Instructional Modes
- 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. 2 No. of No. Method Description Number of students periods
Lecturer will teach theoretical issues through classroom/ 1 Lecturers
laboratory lectures with power 45 30 students point, computers, projectors, videos or case studies. Each group from 5-6 students will be assigned a project Group according to specific assignments 2 requirements of lecturer. In 6 5-6 students/group and order to complete the presentation
assignment, it is asked to have presentation at class. G. T
extbook and teaching aids
1. Required Textbooks and Materials
Warren J. Keegan, Mark C. Green, Simpson College (2017), Global Marketing, 9th Edition, Pearson USA
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. W ebsites
- www.cafef.vn, www.brandsvietnam.com, cnbc.com. H. Asses sment 3
1. Learning outcomes assessment No Assessment Percentage Requirements .
Lecturers can choose either quizzes, 1 In class assignment 40%:
group presentations, report, Q&A or multiple assignments.
Each student group must write a
report to either analyze or compare
one or multiple real international
marketing campaign(s). Specific and
real data, evidences or illustrations are strictly required. 2 Final group report 60%:
Each group is required to present their work in class.
Each group member’s contribution
evaluation by peers must be included in the final report.
* Note: Lecturers and students are allowed to organize the following activities.
Fieldtrip: : students are arranged to visit a foreign company operating business in
Vietnam or a Vietnamese company operating domestically but focusing on exporting. OR
Seminar: students are allowed to organize a seminar which focuses on International Marketing
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:
(1) Work independently on individual assignments. Collaborating on individual
assignments is considered cheating. (2) 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: 4
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.
(3) 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- tranh-dao-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. Lectur ers in charge No. Lecturer Contact 1 Le Thi Anh Thu thu.lethianh1831@hoasen.edu.vn 2 Tran Thi Thu Hien hien.tranthithu@hoasen.edu.vn 3 Dang Truong Thuy Anh
anh.dangtruongthuy@hoasen.edu.vn J. Course outline No. Content
Chapter 1: Introduction to International Marketing 1
Chapter 2 & 3: The International Marketing Environment
Chapter 4: Cultural Dynamics / Business Customs 2
Chapter 5: The Political, legal and regulatory Environment 3
Chapter 16: Strategic elements of competitive advantage
Chapter 6: Global information system and Market research 4
Chapter 9: Global market-entry strategies: licensing, investment and strategic alliances 5
Chapter 7: Segmentation, Targeting and Positioning 6
Chapter 10: Brand and Product Decisions in Global Marketing 5 7 Chapter 11: Pricing Decisions 8
Chapter 12: Global Marketing Channels and Physical Distribution
Students are assigned to the following activities.
Detailed schedule is set up basing on specific situation.
Fieldtrip: students are arranged to visit a foreign company operating business
in Vietnam or a Vietnamese company operating domestically but focusing on 9 exporting OR
Seminar: students are allowed to organize a seminar which focuses on International Marketing 10
Chapter 13, 14: Global Marketing Communication Decisions
Chapter 15: Global Marketing and the Digital Revolution 11
Chapter 17: Ethics and Corporate Social Responsibility (CSR) 12 Group presentation 13 Group presentation 14 Group presentation 15 Course Review 6 Department Head’ s comments (Don’
t deliver this sheet to students) Prepared by: Full name Position Signature Nguyen Ngoc Dieu Thi Lecturer
Date:……/……../………. Revised by: Full name Position Signature
Date:……/……../………. Evaluation: ❍ ❍ Good Satisfactory Full name Position Signature
Date:……/……../……….
Issued under Decision No. . . . ./QĐ-BGH date . . . . . . . . . . . by Rector of Hoa Sen University. 7