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International University
SCHOOL OF BUSINESS
COURSE SYLLABUS*
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
by the lecturer
BA145IU VNU – International University
International Marketing School of Business
1. COURSE STAFF
Should the students wish to meet the staff outside the consultation hours, they are advised
to make appointment in advance.
2. COURSE INFORMATION
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BA145IU VNU – International University
International Marketing School of Business
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.
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.
Argument and reasoning. Analyse, evaluate and construct arguments employing
different modes of reasoning and different types of evidence.
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BA145IU VNU – International University
International Marketing School of Business
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, analysing 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.
4.1 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
Regular and punctual attendance at lectures and seminars is expected in this course.
University regulations indicate that if students attend less than eighty per cent of
scheduled classes, they may be refused final assessment. Exemptions may only be made
on medical grounds.
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BA145IU VNU – International University
International Marketing School of Business
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.
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
You are required to work in a group of maximum 6 students to analyse a case and, make
a 20-minute professional presentation and lead class discussions. Case will be assigned to
your group and date of presentation will be determined in week 2. You are required to
submit a soft copy of PowerPoint slides on Blackboard or alternative submission link
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BA145IU VNU – International University
International Marketing School of Business
(to be advised) before your presentation. All members in a group are required to attend
and share the task of presentation.
With the assigned case, the group doesn’t have to answer the questions accompanied the
case, but should follow the format as below:
This is a group exercise. The purpose is for you to demonstrate your knowledge and
application of international marketing principles applied to real marketing issues facing a
product in a foreign country market.
Your assignment includes a written report and a class presentation. The report is due and
the presentation is to be made in the second last session. The team is required to submit
the report and slides on Blackboard or the submission link (to be advised) before the class
due.
Report length: 8-10 pages on A4 paper, standard margins (i.e. 1 inch / 2.54 cm) all
around, 1.5 spaced, font size 12, Times New Roman (excluding cover page, executive
summary, table of contents, appendices, tables, graphs, references etc.) Deviations from
the set formatting guidelines will severely affect your grade, regardless of report content.
This is to ensure optimal length consistency (and therefore marking fairness) for all
submitted student reports.
The assignment entails a number of steps (and tentative outline for your report)
including:
a) Company and Market choice: Your team will have to select a local consumer
product and a target foreign market. The product may or may not yet available in
that target foreign market.
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BA145IU VNU – International University
International Marketing School of Business
Part of this exercise is for group members to work together and negotiate among
themselves. Generally, all group members will receive the same mark for group
assignments, unless there is dispute over unduly contributions by group members. Should
there is such dispute, the group needs to provide a joint assessment of each group
member’s contribution to the group assignment in percentage terms.
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. Your submission indicates your acknowledgement and
acceptance of the work being your own and to be subjected to checking for plagiarism
through electronic text matching software.
Late work will be penalized at the rate of 25 percentage points per week day.
Students must keep copies of all work submitted.
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BA145IU VNU – International University
International Marketing School of Business
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
information on special consideration can be found at the Office of Academic Affairs.
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
Core Textbook:
Philip R. Cateora, Marry C. Gilly, John L. Graham and R. Bruce Money, International
Marketing, 17th edition, McGraw Hill, 2016
Recommended Journals
Journal of International Marketing
Journal of International Business Studies
International Journal of Emerging Markets
Harvard Business Review
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This is adapted with kind permission from the University of New South Wales.
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BA145IU VNU – International University
International Marketing School of Business
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 &
activities
1 Introduction to International Marketing
The Scope and Challenge of International Marketing
Global Perspective
Internationalization of Business Read:
International Marketing Defined Syllabus
The International Marketing Task Cateora Chapter 1
Environmental Adaptation Needed
The Self-Reference Criterion and Ethnocentrism Group registration
Stages of International Marketing Involvement
Strategic Orientation
Domestic Market Extension
Multidomestic Market Orientation
Global Market Orientation
2 Cultural Dynamics in Assessing Global
Markets
Culture’s Pervasive Impact
Definitions and Origins of Culture
Geography
History
The Political Economy
Read:
Technology
Cateora Chapter 4
Social Institutions
Elements of Culture
Group registration
Culture Values
Case allocation
Rituals
Symbols
Beliefs
Thought Processes
Cultural Change
Similarities: An illusion
Planned and Unplanned Cultural Change
3 Culture, management style and business systems
Required Adaptation
Degree of Adaptation
Imperatives, Elective and Exclusives
Management Style Around the World
Authority and Decision-making Read:
Management Objectives and Aspirations Cateora Chapter 5
Communication Styles
Formality and Tempo Case presentation
P-Time versus M-Time
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BA145IU VNU – International University
International Marketing School of Business Administration
Negotiations Emphasis
Marketing Orientation
Business Ethics
Bribery: Variations on A Theme
Ethical and Socially Responsible Decisions
Culture’s Influence on Strategic Thinking
Synthesis: Relationship-Oriented vs. Information-Oriented
Culture
4 Assessing International markets
The Dynamic Environment of International Trade
Protectionism: Logic and illogic
Trade barriers
Protests against global institutions
The International Political Environment
The Sovereignty of Nations Read:
Stability of Government Policies Cateora Chapter 2, 6, &
Political risks of global business 7
Assessing political vulnerability Case presentation
Lessening political vulnerability
The International Legal Environment
Bases for Legal Systems
Jurisdiction in International Legal Disputes
Special Issues: Protection of Intellectual Property
Rights and Cyber Law
Commercial Law within Countries
Home Country Laws apply in Host Countries
5 Assessing Market Opportunities
Marketing and Economic Development
Stages of Economic Development
Economic Growth Factors
Information Technology, the Internet and
Economic Development Read:
Objectives of Developing Countries Cateora Chapter 9 & 11
Marketing in Developing Countries
Level of Market Development Case presentation
Demand in Developing Countries
Bottom-of-the-Pyramid Markets (BOPMs)
Strategic Implications for Marketing
Emerging markets
Market integration
The diversity across Asia
6 Developing Global Vision Through Marketing Research
Breadth and Scope of International Marketing Research
The Research Process Read:
Defining the Problem and Establishing Research Cateora Chapter 8
Objectives
Problem of Availability and Use of Secondary Data Case presentation
Availability of Data
Reliability of Data
Comparability of Data
Validating Secondary Data
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BA145IU VNU – International University
International Marketing School of Business Administration
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BA145IU VNU – International University
International Marketing School of Business Administration
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BA145IU VNU – International University
International Marketing School of Business Administration
FINAL EXAM
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