Syllabus INTERNATIONAL MARKETING

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International University

SCHOOL OF BUSINESS ADMINISTRATION

COURSE SYLLABUS

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BA145IU

International Marketing

Note: The outline with specific venue and time, and updated learning

materials for the current semester will be provided to the enrolled students

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1. COURSE STAFF

Lecturer: Dr. Pham Hong Hoa Room: O.206

Telephone: 08 22114034

E-mail: [email protected], [email protected] Consultation Hours: 13.30 – 15.30 Monday and Tuesday

Teaching Assistant: TBA Room: TBA Telephone: TBA E-mail: TBA Consultation Hours: TBA

Should the students wish to meet the staff outside the consultation hours, they are advised to make appointment in advance.

2. COURSE INFORMATION

2.1 Teaching times and Locations

Lecture: TBA Venue: TBA

2.2 Units of Credit

This course is worth 3 credits.

2.3 Parallel teaching in the course

There is no parallel teaching involved in this course.

2.4 Relationship of this course to others

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2.5 Approach to learning and teaching

Employing the interactive learning and problem-based teaching approach, this course emphasizes the interaction between lecturers and students. The lecture materials will be uploaded in Blackboard to help the students to preview the materials and to concentrate on listening and critical thinking during the lecture. This will help students to interact with the lecturer during the classroom. The sessions for presentations and discussions comprise company case studies as well as answering some theoretical and conceptual questions, which help the students to see how the concepts are applied in the real international business context. Students will present the case to the class and discuss with the peers.

3. COURSE AIMS AND OUTCOMES

3.1 Course Aims

The course is designed to provide undergraduate students with up-to-date knowledge of international marketing issues that MNCs are facing. The course focuses on analyzing the cultural environment of global markets, assessing global market opportunities and developing global marketing strategies. Key topics of study include: the dynamic environment of international trade; the impact of international environment (history and geography, cultural, political, legal and economic) on firm’s global marketing standardization versus local adaptation strategy; developing global marketing strategies, including planning and organizing 4Ps marketing strategies; implementing global marketing strategies, including negotiating with international customers, partners and regulators.

3.2 Student Learning Outcomes

After completing the course, students should have developed skills in

 Analyzing the dynamic of cultural environment of global marketing

 Developing global-local vision through marketing research

 Understand how to formulate and implement global-local marketing strategies in international markets

In generic terms, students completing this course are likely to achieve the following attributes:

 Applied research. Conduct, write and present applied research relevant to this course.

 Situational exploration. Critically appreciate situations, in terms of their factual, political, temporal, and cultural dimensions.

 Problem resolution. Structure and propose solutions to organizational problems that enable management to guide multinational organizations through complex and ambiguous environments.

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 Disciplinary and multidisciplinary perspective. Bring disciplinary and multi-disciplinary perspectives in straightening out situations and projecting possible outcomes.

3.3 Teaching Strategies

The learning system in this course consists of lectures and scheduled presentations/discussions. Lectures elaborate the appropriate theoretical content in the textbook and readings. Classes provide a more detailed and refined analysis of both concepts and applied materials. Classes are strongly oriented towards interactive discussion of the text and cases. In order to gain the most from the lectures and class activities, the assigned text/reading should be read before the lecture to participate in the discussions.

From the second week, the students will need to form small discussion groups (3-4 students/group) which will take turns in presenting the assigned cases each week. However, all students are required to take active part in the discussions in class. Look at articles and clippings from business sections of relevant electronic and print media which are relevant to the presentation topic. The students should explain how the material relates to the theory discussed in the text. Discuss with group members as to the common strategy for sourcing, documenting, analyzing and presenting cases each week - for which a basic minimum interaction will be necessary. For the audience, it is important that they contribute to the case by getting additional information carefully beforehand so that they are fully familiar with the materials, and are prepared to participate in the discussions.

4. STUDENT RESPONSIBILITIES AND CONDUCT

4.1 Workload

It is expected that the students will spend at least six hours per week studying this course. This time should be made up of reading, research, working on exercises and problems, and attending classes. In periods where they need to complete assignments or prepare for examinations, the workload may be greater.

Over-commitment has been a cause of failure for many students. They should take the required workload into account when planning how to balance study with part-time jobs and other activities.

4.2 Attendance

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4.3 General Conduct and Behaviour

The students are expected to conduct themselves with consideration and respect for the needs of the fellow students and teaching staff. Conduct which unduly disrupts or

interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students will be asked to leave the class. More information on student conduct is

available at the university webpage.

4.4 Keeping informed

The students should take note of all announcements made in lectures or on the course’s Blackboard. From time to time, the university will send important announcements to their university e-mail addresses without providing a paper copy. The students will be deemed to have received this information.

5. LEARNING ASSESSMENT

5.1 Formal Requirements

In order to pass this course, the students must:

 achieve a composite mark of at least 50; and

 make a satisfactory attempt at all assessment tasks (see below).

5.2 Assessment Details

Mid-Term Exam (90 minutes) 20% Final Exam (120 minutes) 40% Quitz & Attendance 10% Group Case Study Presentation 15% Written Assignment 15%

Total 100%

5.3 Midterm and final exams

The final exam dates will be centrally scheduled by the university. Details will be given during the semester.

5.4 Case Study Presentation (Group)

Each group will be allocated a case study from text book and required to present the case issues and strategic recommendation to the class.

5.5 Project Written Report (Group)

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Each group select one country and conduct cultural and economic analysis for that country. Follow the guidelines on Country notebook – Part 6 – International Marketing Text Book

Length and Style: Maximum 2,500 words, excluding footnotes, figures and references. The format for assignments is to be double spaced with 2.5 cm margins and font size of 12 cpi. Please show the word count, along with all other details on the cover sheet. The project will be assessed for analytical content and presentation. The same marks will be awarded to all students in the same group. All work must be original and must not have been submitted for any other subject or course here or elsewhere. Copying or plagiarizing works of other authors, including your fellow students or cutting and pasting from the internet and other sources is an offence and will be seriously penalized.

Due Date: The project report is due at (time) pm on (date, day). Assignments are to be handed to the School of Business Administration’s Faculty Assistant or the lecturer at the Faculty Office.

 Late work will be penalized at the rate of 25 percentage points per week day.

 Students must keep copies of all work submitted.

5.6 Marking criteria (project report and case presentation)

Marking Criteria Marks Learning outcomes/attributes

Quality of arguments:

relevance, logic and cohesion

20 Ability to give compelling arguments and reasoning to support analysis

Use of frameworks to support analysis

20 Ability to structure problems in accordance with theoretical frameworks and resolve them

Use of case evidence to support analysis

20 Ability to conduct applied research to gather data/information pertaining to the case Originality and usefulness of

the analysis

20 Ability to engage in creative problem solving skills

Organization, clarity of

expression, editing etc 20 Clarity of vision

5.7 Special Consideration

Request for special consideration (for final examination only) must be made to the Office of Academic Affairs within one week after the examination. General policy and

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6. ACADEMIC HONESTY AND PLAGIARISM

Plagiarism is the presentation of the thoughts or work of another as one’s own (definition proposed by the University of Newcastle). Students are also reminded that careful time management is an important part of study and one of the identified causes of plagiarism is poor time management. Students should allow sufficient time for research, drafting, and the proper referencing of sources in preparing all assessment items. The university regards plagiarism as a form of academic misconduct, and has very strict rules regarding plagiarism.1

7. STUDENT RESOURCES

7.1 Course Resources

Please note that it is very important to gain familiarity with the subject matter in the readings and cases prior to attendance in classes.

Textbook:

Philip R. Cateora, Marry C. Gilly and John L. Graham, (2009), International Marketing, 14th _{Edition, McGraw Hill.}

Reference Books:

Warren J. Keegan and Mark C. Green, (2011), Global Marketing, 6th_{Edition, Pearson.}

Additional materials provided in Blackboard

The lecturer will attempt to make lecture notes and additional reading available on Blackboard. However this is not an automatic entitlement for students doing this subject. Note that this is not a distance learning course, and you are expected to attend lectures and take notes. This way, you will get the additional benefit of class interaction and demonstration.

Recommended Internet sites

The Economist Fortune

Wall Street Journal

Vietnam Investment Review Saigon Times

Recommended Journals

Journal of International Marketing Journal of International Business Studies International Journal of Emerging Markets Harvard Business Review

7.2 Other Resources, Support and Information

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Additional learning assistance is available for students in this course and will be made available in Blackboard. Academic journal articles are available through connections via the VNU - Central Library. Recommended articles will be duly informed to the students.

8. COURSE SCHEDULE

Week Topic Learning materials and

activities 1 The Scope and Challenge of International

Marketing

Global Perspective

Internationalization of U.S Business International Marketing Defined The International Marketing Task Environmental Adaptation Needed

The Self-Reference Criterion and Ethnocentrism Developing Global Awareness

Stages of International Marketing Involvement Strategic Orientation

Domestic Market Extension Multidomestic Market Orientation Global Market Orientation

Textbook, Chapter 1

Forming Study groups

Allocation of Discussion Questions

Class discussion: Case 1-1: Starbuck

How to prepare for case study presentation

2 Cultural Dynamic

Culture Pervasive Impact

Definitions and Origins of Culture Geography

History

The Political Economy Technology

Social Institutions Elements of Culture

Culture Values Rituals Symbols Beliefs Thought Processes Cultural Knowledge

Factual Versus Interpretive Knowledge Cultural Sensitivity and Tolerance Cultural Change

Cultural Borrowing Resistance to Change Consequences of Innovation

Class discussion: Case 2-1: The Not So Wonderful World of EuroDisney

3 Culture, Management Style, and Business Systems

Required Adaptation

Degree of Adaptation

Imperatives, Elective and Exclusives

Resistance to Change

Textbook, Chapter 5 Quiz 1

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The Impact of American Culture on Management Style Management Style Around the World

Authority and Decision-making

Management Objectives and Aspirations Communication Styles

Formality and Tempo P-Time versus M-Time Negotiations Emphasis Marketing Orientation

Gender Bias in International Business Business Ethics

Corruption Defined

The Western Focus on Bribery Bribery: Variations on A Theme

Ethical and Socially Responsible Decisions

Culture’s Influence on Strategic Thinking

Synthesis: Relationship-Oriented versus Information-Oriented Culture

Research at The Mayo Clinic

4 Developing a Global Vision through Marketing Research

Breadth and Scope of International Marketing Research The Research Process

Defining the Problem and Establishing Research Objectives

Problem of Availability and Use of Secondary Data Availability of Data

Reliability of Data Comparability of Data Validating Secondary Data Problems of Gathering Primary Data

Ability of Communicate Opinions Willingness to Respond

Sampling in Field Surveys Language and Comprehension Multicultural Research: A Special Problem Research on the Internet

Estimating Market Demand

Problem in Analyzing and Interpreting Research Information

Responsibility for Conducting Marketing Research Communicating with Decision Makers

Class discussion: Case 1-3 Coke and Pepsi Learn to Compete in India

5 Emerging Market

Marketing and Economic Development Stages of Economic Development NIC Growth Factors

Information Technology, the Internet and Economic Development

Objectives of Developing Countries Marketing in Developing Countries

Textbook, Chapters 9

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Level of Market Development Demand in Developing Countries

Bottom-of-the-Pyramid Markets (BOPMs) Developing Countries and Emerging Markets

Latin American

Eastern Europe and Baltic States Asia

Newest Emerging Markets Strategic Implications for Marketing

Emerging Competition

6 Global Marketing Management: Planning and Organization

Global Marketing Management Benefits of Global Marketing Planning for Global Markets

Companies Objectives and Resources International Commitment

The Planning Process Alternative Market-Entry Strategies

Exporting

Contractual Agreements

Strategic International Alliances Direct Foreign Investment Organizing for Global Competition

Locus of Decision

Centralized versus Decentralized Organizations

Textbook, Chapters 11

MID-TERM

7 Global Marketing Management: Planning and Organization

Global Perspective

Global Marketing Management Planning for Global Markets

Company Objectives and Resources International Commitment

The Planning Process Alternative Market Entry Strategies

Exporting

Contractual Agreement

Strategic International Alliances Direct Foreign Investment Organizing for Global Competition

Locus of Decision

Centralized versus Decentralized Organizations

8 Product and Services for Consumers

Quality

Quality Defined Maintaining Quality

Physical or Mandatory Requirements and Adaptation

Green Marketing and Product Development

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Product and Culture

Innovative Products and Adaptation Diffusion of Innovations

Production of Innovations Pressures for Cost Reductions Pressures for Local Responsiveness Choosing a Strategy

Global Standardization Strategy Localization Strategy

International Strategy The Evolution of Strategy

9 International Marketing Channels

Channel-of-Distribution Structures

Import-Oriented Distribution Structures Japanese Distribution Structure

Trends: From Traditional to Modern Channel Structures

Distribution Patterns General Patterns Retail Patterns

Alternative Middleman Choices Home Country Middlemen Foreign-Country Middlemen Government-Affiliated Middlemen Factors Affecting Choice of Channels

Locating, Selecting, and Motivating Channel Members Locating Middlemen

Selecting Middlemen Motivating Middlemen Terminating Middlemen Controllign Middlemen

10 Integrated Marketing Communications and International Advertising

Sales Promotions in International Markets International Public Relations

International Advertising Advertising Strategy and Goals

Product Attribute and Benefits Segmentation Regional Segmentation

The Message: Creative Challenges

Global Advertising and the Communication Process

Legal Constraints Linguistic Limitations Cultural Diversity Media Limitations

Production and Cost Limitations Media Planning and Analysis

Tactical Considerations

Campaign Execution and Advertising Agencies

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International Control of Advertising: Broader Issues

11 Personal Selling and Sales Management

Designing the Sales Force

Recruiting Marketing and Sales Personnel Expatriates

Virtual Expatriates Local Nationals

Third-Country National Host-Country National

Selecting Sales and Marketing Personnel Training for International Marketing Motivating Sales Personnel

Designing Compensation Systems For Expatriates

For Global Sales Force

Evaluating and Controlling Sales Representatives Developing Cultural Awareness

The Changing Profile of the Global Manager

Textbook, Chapter 17 Quiz 3

Discussion questions: Chapter 17, Q5, 8,119

12 Pricing for International Market

Pricing Policy

Pricing Objectives Parallel Imports

Approaches to International Pricing

Full-Cost Versus Variable-Cost Pricing Skimming Versus Penetration Pricing Price Escalation

Cost of Exporting

Taxes, Tariffs, and Administrative Costs Inflation

Exchange Rate Fluctuations Varying Currency Values

Middleman and Transportation Costs Using Foreign Trade Zones to Lessen Price Escalation

Dumping

Leasing in International Markets Countertrade as a Pricing Tool

Types of Countertrade Problems of Countertrading The Internet and Countertrading Proactive Countertrade Strategy Transfer Pricing Strategy

Pricing Quotation Administrative Pricing

Discussion questions: Chapter 18, Q8, 14, 17

*_{The syllabus is prepared following the format provided by the School of Organization and Management,}