TRNG I HC M TP.

H CH MINH

KHOA QUN TR KINH DOANH

CNG MN HC

QUN TR
Marketing Quc T
Nm hc: 2008 2009

www.ou.edu.vn; 97 V Vn Tn, Qun 3, Phng 6, TP. H Ch Minh

TRNG I HC M TPHCM KHOA QUN TR KINH DOANH

97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

PHN A: THNG TIN TNG QUT

MC TIU CA MN HC
Mn hc Qun tr marketing quc t khi u t vic khng nh yu cu khch quan ca qu trnh hi nhp kinh t th gii, nu ln s khc bit ca cc lai hnh marketing t c nhn thc r rng v marketing quc t. Nghin cu v s tc ng ca cc tc nhn v xu hng vn ng ca mi trng n hat ng marketing quc t. Da vo kt qu nghin cu mi trng tin hnh phn khc th trng th gii, la chn quc gia mc tiu v xc lp cc chin lc thm nhp th trng th gii. Trn c s cc chin lc thm nhp th trng th gii xy dng cc chin lc thch hp cho th trng mc tiu, nh: chin lc sn phm trn th trng quc t, chin lc nh gi cho sn phm trn th trng quc t, chin lc phn phi sn phm trn th trng quc t v chin lc chiu th sn phm trn th trng quc t. Cui cng l nhng gii php thit lp mt t chc marketing quc t cho mt doanh nghip. Sau khi hc mn ny, sinh vin s nm bt c cc vn ch cht sau y: Trang b cho sinh vin nhng kin thc v qu trnh hi nhp kinh t th gii v tan cu ha, nhng k nng nm bt c hi kinh doanh trong s vn ng ca mi trng kinh t th gii, nhng gii php gim thiu ri ro trong kinh doanh quc t. Trang b cho sinh vin nhng k nng xc nh th trng quc gia mc tiu v t hach nh c cc chin lc marketing thch hp cho th trng mc tiu . Gip cho sinh vin c nng lc lm vic c ngay sau khi ra trng bng k nng x l nhng tnh hung thc t ca cc doanh nghip kinh doanh quc t trong qu trnh hc tp.

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YU CU CA MN HC
hc tt mn ny, sinh vin cn trang b trc nhng kin thc v: Mn hc i cng v marketing cn bn. Mn hc nghin cu marketing. Marketing du lch. Cc kin thc v: hnh vi ngi tiu dng, qun tr marketing

THI LNG CA MN HC
Mn Qun tr marketing quc t bao gm 3 n v hc trnh (45 tit) c phn b nh sau: S tit l thuyt v lm cc bi tp ngn v l thuyt: 30 tit S gi bo co thuyt trnh trn lp theo nhm v cc tnh hung: 15 tit

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TRNG I HC M TPHCM KHOA QUN TR KINH DOANH

97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

PHNG PHP GING DY

Phng php ging dy ca mn hc l ging l thuyt v minh chng bng nhng in cu (cases) c th din ra cc doanh nghip, ng thi a ra nhng bi tp ngn c s c st gia l lun v thc tin ca doanh nghip. Cc bo co thuyt trnh theo nhm s tp trung vo nhng vn mang tnh thi s ca cc doanh nghip, qua rn luyn cho sinh vin phng php lm vic theo nhm t c hiu qu cao nht.

NH GI KT QU HC TP
Bi tp, tho lun, kim tra trong qu trnh hc: 30% tng im Bi thi ht mn: 70% tng im.

TI LIU HC TP
Marketing quc t . Tc gi Trn Minh o, Trng i hc Kinh t quc dn H Ni. Marketing quc t . Tp th ging vin Khoa Marketing - Trng H Marketing. Marketing quc t .Tc gi gio s PHILIPPE BILTIAUdo Nguyn Quang Vinh dch. Qun tr kinh doanh quc t . Nh xut bn Thng k xut bn thng 8/2001. Qun tr marketing. Philippe Kotler. Qun tr tip th ton cu . Tc gi H Nam Khnh Giao Nh xut bn thng k 1996. Import Export Marketing. Tc gi tin s Trn Kim Lu.

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TRNG I HC M TPHCM KHOA QUN TR KINH DOANH

97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

PHN B THI GIAN GING DY

Bui hc 1 2 3 4 5 6 7 8 9 10 NI DUNG Khi qut v marketing quc t Mi trng marketing quc t Nghin cu marketing quc t Phn khc th trng, chn th trng mc tiu v nh v trong marketing quc t Chin lc thm nhp th trng th gii Chin lc sn phm trn th trng th gii Chin lc nh gi sn phm trn th trng th gii Chin lc phn phi sn phm trn th trng th gii Chin lc chiu th sn phm trn th trng th gii T chc marketing quc t ca mt doanh nghip 4 3 3 3 3 2 30 10 5 15 S tit 3 4 3 2

Tng s tit l thuyt

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1 2

Thuyt trnh theo nhm Tho lun cc bo co thuyt trnh

Tng s tit thuyt trnh v tho lun THI CUI KHA

ngh:

Sinh vin c ti liu c lin quan, nghin cu tnh hung tho lun v lm bi tp trc khi tham d lp hc.

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TRNG I HC M TPHCM KHOA QUN TR KINH DOANH

97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

PHN B: NI DUNG MN HC
Mc tiu yu cu
NI DUNG CHNH

Nhng kin thc ct li cn nm

Xu hng tan cu ha v qu trnh hi nhp ca Khi nim marketing v Vit Nam trong cc t chc Hiu c bn cht marketing mix. kinh t th gii v khu vc. v vai tr ca marketing Xu hng kinh doanh tan Yu cu phi nng cao Khi qut v quc t trong bi cnh cu. nhn thc trong xu th tan MARKETING kinh doanh ton cu ha. Cc giai an tham gia Nm nh ngha cu ha. QUC T marketing quc t Marketing quc t v khi Nm r bn cht ca cc nim c lin quan Bn cht ca marketing quc lai hnh marketing, c Tm hiu nhng cch t bit l bn cht marketing thc cc doanh nghip S cn thit hi nhp th quc t. tham gia vo th trng trng quc t v vai tr ca Nhng l do tham gia th th gii. hat ng marketing quc t. trng th gii v vai tr ca hat ng marketing quc t. Tm hiu cc lai mi trng marketing quc t. Khi qut v mi trng Phn tch nhng nh Mi trng marketing quc t hng ca cc yu t mi MARKETING trng n cc chin lc Mi trng v m trong QUC T thm nhp th trng th marketing quc t. gii v cc chin lc Mi trng vi m trong mark.-mix trong hot ng marketing quc t. marketing quc t ca doanh nghip. Nm c ni dung hot ng nghin cu marketing quc t. Nghin cu Xc nh c nhng MARKETING ngun thng tin cung cp d liu cho vic phn QUC T tch. Bit c quy trnh thc hin hot ng nghincu marketing quc t. Khi nim v nhim v Nhng tc nhn v xu hng vn ng trong mi trng marketing quc t. ngha ca vic nghin cu nhng tc nhn v xu hng vn ng trong mi trng marketing quc t. Nm r cc ch s xc nh nng lc cnh tranh quc gia v nng lc cnh tranh ca doanh nghip.

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c im nghin cu marketing quc t so vi marketing trong mt quc nghin cu marketing quc t gia. Ni dung nghin cu Nhng nhim v cn t c trong hat ng marketing quc t. nghin cu marketing Ngun thng tin nghin cu quc t. Phn tch c mc marketing quc t. tc ng ca cc yu t mi trng. Quy trnh nghin cu Xc nh v la chn marketing quc t. ngun d liu nghin cu, cch thc thu thp d liu.

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TRNG I HC M TPHCM KHOA QUN TR KINH DOANH

97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

Mc tiu yu cu
Lm r khi nim v phn khc th trng th Phn khc th gii. Nm bt c nhng trng, chn th yu t c bn nh hng trng mc tiu n vic la chn th v nh v trong trng quc gia mc tiu. Lm r mi quan h MARKETING gia vic la chn th QUC T trng mc tiu vi vic nh v trong marketing quc t.

NI DUNG CHNH S cn thit phi phn khc

Nhng kin thc ct li cn nm

Phn tch ni dung cc cp marketing xc Phn khc th trng quc t nh yu cu khch quan Chin lc v phng php phi phn khc th trng. Cc quy trnh v nguyn la chn th trng mc tiu tc trong vic phn khc th La chn quc gia mc tiu trng trong th trng quc t Cch nh gi cc khc nh v trong th trng quc th trng v la chn th trng mc tiu. t. v la chn th trng mc tiu Mc tiu v vai tr ca chin lc thm nhp th trng th gii. Nhng iu cn quan tm v nhng nhn t nh hng n vic thm nhp th trng th gii. Cc yu t khi quyt nh la chn chin lc thm nhp th trng th gii. Thm nhp th trng th gii t sn xut trong nc v nc ngai.

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Lm r khi nim ca chin lc thm nhp th trng th gii, t xc nh mc tiu v vai tr ca chin lc. Trnh by nhng nhn Chin lc thm t nh hng v nhng nhp th trng yu t cn c xem xt khi quyt nh la chn QUC T chin lc thm nhp th trng th gii. Trnh by cc chin lc c th ca hot ng thm nhp th trng th gii. Lm r khi nim sn phm quc t Cc la chn mang tnh cht nh hng cho chin lc sn phm quc t. Cc quyt nh trong thc hin chin lc sn phm quc t.

Khi nim, mc tiu v vai tr ca chin lc thm nhp. Nhng nhn t nh hng n vic thm nhp th trng th gii. Cc yu t cn xem xt khi quyt nh la chn chin lc thm nhp th trng th gii. Cc chin lc thm nhp th trng th gii.

Chin lc sn phm trn th trng th gii

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Chin lc sn phm trong s tc ng vi cc Khi qut v chin lc chin lc khc trong marketing mix. sn phm trn th trng th Nhng vn cn lu khi la chn chin lc gii sn phm. Cc chin lc sn phm S khc bit gia chin lc tiu chun ha vi trn th trng th gii chin lc thch nghi ha Chu k sng quc t ca sn phm. Quy trnh pht trin sn phm. sn phm mi v vic xc nh nhn hiu cho sn phm trn th trng TG. Page 5/8

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97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

Mc tiu yu cu

NI DUNG CHNH Khi nim v gi sn phm quc t v chin lc

Nhng kin thc ct li cn nm

Chin lc nh gi sn phm trong mi tng tc vi cc chin lc khc trong marketing mix. Cc nhn t nh hng n chin lc nh gi sn phm trn th trng th gii Chin lc nh gi theo tng th trng v chin lc nh gi thng nht. Quy trnh xc nh gi cho sn phm trn th trng th gii.

Phn tch cc yu t gi sn phm trn th trng nh hng n gi sn th gii. phm trn th trng th Cc nhn t nh hng

Chin lc nh gii trong xu th tan cu n chin lc nh gi sn gi sn phm ha nn kinh t th gii. phm trn th trng th gii. trn th trng th gii
Tm hiu cc lai Cc chin lc nh gi chin lc nh gi sn sn phm trn. phm v quy trnh nh Quy trnh xc nh gi cho gi sn phm trn th sn phm trn th trng th trng th gii. gii.

nh gi chuyn nhng ngha ca nh gi chuyn nhng trong cnh quc t. tranh quc t. Cc quyt nh thc hin mc tiu phn phi sn phm trn th trng th gii. Cc thnh vin phn phi trong nc v nc ngai.

Khi qut v chin lc

phn phi sn phm trn th

Lm r nhng nhn trng th gii. t nh hng n chin Quy trnh phn phi sn

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lc phn phi v vic phm trn th trng th gii

Chin lc phn phi sn phm trn th trng th gii

Cc nhn t nh hng phn phi nc ngoi. La chn gia phn phi n vic la chn knh phn phi sn phm trn th Nm c nhng tng t cho th trng hay trng th gii phng thc thm nhp phn phi ng lat ngha ca chin lc th trng th gii. Cc phng thc thm phn phi tng t hay Nhng hot ng nhp knh phn phi trn th phn phi ng lat. hu cn phc v cho trng th gii Cc phng thc thm xy dng h thng knh v thnh vin tham gia. chin lc phn phi. H thng hu cn phn phi nhp knh phn phi trn th trng th gii sn phm trn th trng th
gii

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TRNG I HC M TPHCM KHOA QUN TR KINH DOANH

97 V Vn Tn - Qun 3 - Tp. H Ch Minh - Vit Nam Tel: (84-8) 9 300 210 - Fax: (84-8) 9 300 085

Mc tiu yu cu

NI DUNG CHNH

Nhng kin thc ct li cn nm

Nhng ni dung trong qu trnh truyn thng quc

Hiu c chin lc truyn thng, chin lc y v ko trong chiu th quc t

Qu trnh truyn thng

trong chiu th quc t

t.

Mi trng quc t nh
Nhng lu khi la

Mi trng quc t nh hng n chiu th. Chin lc qung co trong

chiu th quc t. Chin lc khuyn mi quc t.

hng n chiu th.

chn phng tin qung co quc t. Nhng nhn t nh hng n chin lc qung co quc t - chin lc qung co tan cu v qung co a phng.

Chin lc chiu th sn phm trn th trng th gii

Xem xt c im ca qung co ton cu v qung co a phng Hiu c cc chin lc qung co, khuyn mi, t. cho hng trong chin lc chiu th quc

Hat ng giao t quc t. Hot ng bn hng trong

chiu th quc t.

Mrketing trc tip.

Chin lc khuyn mi

v bn hang trong chiu th quc t.

Xem xt nhng yu t mi trng nh hng n vic la chn c cu t chc quc t ca mt Nhng yu t nh hng doanh nghip. n c cu t chc marketing Trnh by cc cu trc quc t. t chc trong b phn Nhng hnh thc t chc marketing c sp xp b phn marketing quc t. thch hp nhm thc hin hiu qa hot ng marketing quc t.

Nhng yu t: mc tiu ca doanh nc nghip, ngai th m trng

T chc

doanh nghip tham gia, bn cht hat ng kinh doanh ca doanh nghip quyt nh n c cu t chc marketing quc t ca doanh nghip. Cc lai hnh thc t chc
b phn marketing quc t.

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marketing quc t ca mt doanh nghip

Vit cng: ThS. Trn Vn Thi Duyt cng: TS. on Th M Hnh Ngy duyt cng: 12/03/2009

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