International Marketing: Course Syllabus

“When you sleep, keep your business run”

Mai The Cuong, PhD

© 2022 Mai The Cuong.

 International Marketing
Course Syllabus Fall 2022

Instructors: Mai The Cuong Term: Fall 2022

Tran Hoang Kien
Telephone: 0973939388 Class Schedule: Monday, 06.45-09.25
0976114664 Wednesday, 06.45-09.25
Email: [email protected] Class room: A2-912
[email protected]
Required Texts:  Presentations provided by instructor
Reading Texts:  Svend Hollensen (2017), Global Marketing, 7th Edition, Pearson.
 Charles W.L. Hill & G. Tomas M. Hult (2019), International Business:
Competing in the global market place, 12th Edition, McGraw-Hill Education.
 Philip Kotler & Gary Armstrong (2012), Principles of Marketing, 14th (Global)
Edition, Pearson Education.

2
© 2022 Mai The Cuong.
 Tentative Schedule

Lecture Lecture Group Topic

Week Topic Groups
Date (M) Date (W) Presentation
1/8 3/8 --Briefing about the course including course work
1
--Some basic questions to be answered

2 8/8 10/8 Study Unit 1. Introduction to Marketing and International Marketing 1, 2 1, 2

15/8 17/8 Study Unit 2. Analyses of current situation and international marketing opportunities 3, 4 3, 4
3

22/8 24/9 Study Unit 2. Analyses of current situation and international marketing opportunities 5, 6 5, 6
4 (continued)

5 29/8 31/8 Study Unit 3. Analyses and Selection of International Markets (3-1 & 3-2) 7, 8 7, 8
6 5/9 7/9 Study Unit 3. Analyses and Selection of International Markets (continued) 9, 10 9, 10
7 12/9 14/9 Study Unit 4. Products, Services and Brands Decisions in International Markets 11, 12 11, 12
19/9 21/9 Study Unit 4. Products, Services and Brands Decisions in International Markets (continued) 13, 14 1, 2
8

9 26/9 28/9 Study Unit 5. Pricing Decisions in International Markets 15, 16 3, 4

10 3/10 5/10 Study Unit 6. Decisions on International Marketing Channels 17, 18 5, 6
11 10/10 12/10 Study Unit 6. Decisions on International Marketing Channels (continued) 19, 20, 21 7, 8, 9
12 17/10 19/10 Study Unit 7. Marketing Communication Decisions in International Markets 22, 23, 24 10, 11, 12
13 24/10 26/10 Course Wrap-up

3
© 2022 Mai The Cuong.
 Grading Criteria
• Class participation: 10%
– Students who are absent more than 20% of class must re-take another
class in next semester.
• Group assignments: 20%
– Group consists of 4-5 students. 12 groups in total.
– Each group works on 2 assignments. Instructor evaluate group results.
– Each individual has peer evaluation at the end of the course (see peer evaluation below).
• Individual work – Element 1: 20%
– Country & company analysis.
– 12 PowerPoint slides to be submitted online (Turnitin)
– Deadline: 2pm 19th September 2022
• Individual work – Element 2 - Case Assignment (final exam): 50%
– Market Entry Strategy Booklet.
– Individual Essay of 2,500 words to be submitted online (Turnitin).
– Deadline: 2pm 24th October 2022.

4
© 2022 Mai The Cuong.
 Assessments

Element 1 – Country and Element 2 – Market Entry Strategy

Company Analysis booklet
• 12 PowerPoint slides (1 cover • Based on the analysis you carried
slide and 1 references – the out in Element 1.
remainder = content)
• Up to 1000 words total in notes • 2,500 words maximum
page below slides (circa 100 • 50% of overall module mark
words per content slide) • 2 pm 24th October 2022
• Hand-in 19th September 2022
• Online submission • Online submission
• 20% of overall module mark
• Forms basis for your justification
of the recommendations you make
in assessment element 2 and is the
appendix of element 2.

© 2022 Mai The Cuong.

Element 1 – Country and Company analysis

• Consider the globalisation of the following company for

selected market:
– Chanh Thu entering the Chinese market/USA market

• As part of their globalisation strategy these companies are

keen to investigate the suitability of their products in the stated
market. They have asked you to evaluate this opportunity for
them and to prepare an analysis which considers the
attractiveness of the market, the product’s relative
competitive advantage and whether the brand is likely to
succeed in the market.

© 2022 Mai The Cuong.

 Element 1

• What you need to do:

– Carry out detailed research
• Country
• Category within the country
• Company
– Use relevant models (Comrie and Hunt-Fraisse (2015) adaptation
of the Walvoord (1980) PMA model and Porter’s (1985) Value
Chain to provide a structure and substantiation for your views.
– Make a justified recommendation as to the feasibility of the
launch.

© 2022 Mai The Cuong.

The Model to use – Comrie and Hunt-Fraisse
(2015) Potential Market Assessment Model.

© 2022 Mai The Cuong.

Relative Competitive Advantage model- Porter’s
(1985) Value Chain model.

© 2022 Mai The Cuong.

 Requirements

• Macro market analysis – key PESTLE factors (China or the USA)

30%
• Micro market analysis (Fruit market in China or the USA) 30%
• Company competitive advantage relative to competitors in the
beverages market using Porter’s (1985) Value Chain. Ensure you
state clearly how the brand derives relative competitive advantage
and to what extent this is transferable and sustainable. 30%
• The fit of the country market opportunity with the brand’s mission
and capabilities and reflect on any challenges the company might
face as a result. 10%

© 2022 Mai The Cuong.

 Element 1

• Maximum 12 slides
– 1. Cover slide – student number, name of company and market
– 2-11 content slides
– 12. Reference list
• In text citation required in content slides
• Permitted up to 1000 words typed on the notes pages below the
slides for summarising your key points / as a script
• Analysis NOT description required at level 3 – so what ? question.
• Don’t list all factors:
– Choose the most important and relevant factors
– Which are the most salient and will have the greatest impact on your
success or otherwise for the launch.

© 2022 Mai The Cuong.

 Chanh Thu Company

• Chanh Thu website

• Chanh Thu is an exporter of

Vietnamese fruits.

www.chanhthu.com

© 2022 Mai The Cuong.

 Competitive advantage

• Use Porter’s value chain

• Pull out the key factors –
don’t list them all.
• Ask yourself so what?
• FSAs / CSAs?

© 2022 Mai The Cuong.

 Element 2

• Individual work – Element 2 - Case Assignment (final exam): 50%

– Based on the analysis you carried out in Element 1.
– Market Entry Strategy Booklet.
– Individual Essay of 2,500 words to be submitted online (Turnitin).
– Deadline: 2pm 24th October 2022.

© 2022 Mai The Cuong.

 Requirements for Element 2

• The recommended entry mode and distribution channel /

channels to the target customers 30%
• Market segmentation and justification of target selected 30%
• Promotional strategy 30%
• Overall creativeness, presentation, structure, spelling and
grammar. 10%

© 2022 Mai The Cuong.

Requirements for Element 2
Grading Level The Market Promotional Overall
recommended segmentation strategy creativeness,
entry mode and and justification (promotions and presentation,
distribution structure, spelling
channel / of target selected advertising) and grammar.
channels to the 30% 30% 10%
target consumer
30%
70% + Excellent to Excellent to Excellent to Excellent to
outstanding outstanding outstanding outstanding
justification of consideration of justification for a creativity shown
entry mode and how the market promotional in the
channel to might be strategy presentation of a
consumer taking segmented using considering the clearly structured
into account of a variety of bases company and well written
theoretical and a rigorous objectives, the and convincing
underpinning and justification for target audience booklet
the market the target and company (7-10)
conditions and audience chosen resources
the company using the (21-30)
resources using research from
the research element 1
from element 1 (21-30)
(21-30)
60-69% Good to very Good to very Good to very Good to very
good justification good good good creativity
of entry mode consideration of justification for a shown in the
and channel to how the market promotional presentation of a
consumer taking might be strategy clearly structured
into account of segmented using considering the and well written
theoretical a variety of bases company and convincing
underpinning and and a good objectives, the booklet
the market justification for target audience
conditions and the target and company (6)
the company audience chosen resources
resources using using the
the research research from (18-20)
from element 1 element 1
(18-20) 16
(18-20)
© 2022 Mai The Cuong.
Requirements for Element 2
Grading Level The Market Promotional Overall
recommended segmentation strategy creativeness,
entry mode and and justification 30% presentation,
distribution structure, spelling
channel / of target selected and grammar.
channels to the 30% 10%
target consumer
30%
50-59% Adequate Adequate Adequate but Adequately
justification of Excellent to somewhat presented and
entry mode and outstanding descriptive structured
channel to consideration of justification for a booklet with
consumer but how the market promotional limited creativity
with weak might be strategy with and weak written
theoretical segmented using some style
underpinning and a variety of bases consideration of (5)
limited and a rigorous the company
consideration of justification for objectives, the
the market the target target audience
conditions and audience chosen and company
the company using some of resources
resources with the research (15-17)
some use of the from element 1
research from (15-17)
element 1

15-17)
40-49% Weak or limited Weak Weak descriptive Weak
justification of consideration of justification for a presentation
entry mode and how the market promotional with limited
channel to might be strategy with creativity shown.
consumer segmented and a limited or no The structure is
without or with weak or missing consideration of not terribly clear
limited justification for the company and the written
theoretical the target objectives, the style is weak. (4)
underpinning and audience chosen target audience
limited with limited use and company
consideration of of the research resources
the market from element 1
conditions and (12-15)
the company (12-15)
resources with
limited use of the
research from
element 1 17
(12-15)
© 2022 Mai The Cuong.
 Requirements for Element 2

Grading Level The Market Promotional Overall

recommended segmentation strategy creativeness,
entry mode and and justification 30% presentation,
distribution structure, spelling
channel / of target selected and grammar.
channels to the 30% 10%
target consumer
30%
0-39% Very weak or no Very weak or no Very weak or no Very weak
justification of consideration of justification for a presentation
entry mode and how the market promotional with limited or
channel to might be strategy with no creativity
consumer lacking segmented very very weak or no shown. The
theoretical weak or lacking a consideration of structure is
underpinning and justification for the company jumbled and
very weak or the target objectives, the lacks conviction
lacking audience chosen target audience and the written
consideration of with little or no and company style is very weak
the market reference to the resources (0-3)
conditions and research from
the company element 1 (0 - 11)
resources with (0-11)
very little
application of the
research from
element 1
(0-11)

18

© 2022 Mai The Cuong.

 Format

• Not a full report

• However – use report style for
the two sections
• Headings and subheadings
signpost your work
• Don’t use this table of
contents as your contents
guide – it was for a different
assignment!

Adapted from Christine Comrie UMKD6Q-15-3 2019-20

19

© 2022 Mai The Cuong.

 Team Presentation

© 2022 Mai The Cuong.

 Presentation

• Team allocated 30
minutes slot
• You will be timed and
stopped at 20 minutes
• 10 minutes for questions
• Each team member
expected to present

© 2022 Mai The Cuong.

 Submission of Group Assignment

• Your TEAM’s homework will be graded as follows:

4: Extremely good
3: Good
2: Somewhat good
1: Bad
0: Incomplete or late

• Submission of Group Assignment

– A1G1-M.ppt or A2G2-W.ppt

22
© 2022 Mai The Cuong.
 Teamwork

• Teamwork has many benefits

• But common concerns

– unequal contributions to the task
– Some individuals ‘free-load’ and benefit from others’ hard work

23

© 2022 Mai The Cuong.

 Peer Review Form

Group members
Evaluator
Nguyễn Văn An Trần Thanh Hà Lê Thị Thu
Nguyễn Văn An 4 4
Trần Thanh Hà 3 4
Lê Thị Thu 3 3

4: Extremely good (participate very active - tham gia rất tích cực)
3: Good (participate as commitments to group - tham gia tốt theo các cam kết trong nhóm)
2: Somewhat good (accomplish commitment in group but has 1 or 2 times miss deadline
hoàn thành các cam kết với nhóm song có 1-2 lần làm ảnh hưởng đến nhóm)
1: Bad (Not participate in group work or almost contribute nothing to group work - Không
tham gia tích cực với nhóm)

24
© 2022 Mai The Cuong.
 Marking Criteria and Formatting

Marking Criteria: Formatting

• 80% content • Presentation: PowerPoint
• 20% presentation skills presentation.

Marking grid in
accordance with group
work guidelines.

25

© 2022 Mai The Cuong.