Guideline 1.

International marketing

UNIVERSIDAD EAN

FACULTAD DE ESTUDIOS EN AMBIENTES VIRTUALES

INGLÉS DE NEGOCIOS AVANZADO

La versión imprimible considera solo una parte de la guía de trabajo

autónomo, por lo tanto, es indispensable revisar cuidadosamente el
ambiente virtual de aprendizaje.

NOMBRE DEL AUTOR

MARÍA E. SALCEDO

BOGOTÁ
SEPTIEMBRE DE 2017
 Guideline 1.
International marketing

GUIDELINE 1. INTERNATIONAL MARKETING

Learning purpose
Guíde

By the end of this unit you will have a better understanding of some topics related
to international marketing. All these issues will be studied by applying different
strategies and skills in the communicative competencies –reading, listening,
writing, and speaking-. In addition, you will be fostering your thinking skills when
solving case studies or making decisions as well as your collaborative and team
work.

Essential reading

Cotton, D., Falvey, D., & Kent, S. (2011). Upper Intermediate Market Leader.
Business English Course book. Third edition. England: Pearson Longman.
Cotton, D., Falvey, D., & Kent, S. (2011). Upper Intermediate Market Leader.
Business English DVD-Rom. Third edition. England: Pearson Longman.

Supplementary material
Padhi, Mita. Marketing Week (01419285). 10/6/2011, Vol. 34 Issue 40, p20-20. 2/3p.
En Business Source complete. Ebsco Host data base. (Abstract: Interview with
Mita Padhi, international marketing director of coffee chain Costa Coffee.)
Your Article Library. (n.d.). International Marketing: Its Features and Need.
Retrieved from https://goo.gl/Rn4QWW
Unbabel (December 16, 2015). The 5 Traits of International Marketers. Retrieved
from https://goo.gl/MJZrVD
 Guideline 1.
International marketing

Learning activities

Activity 1. Tell me more

Deliverable work
Activity 1. Tell me more
 Completing Tell me more exercises.

1. Check your email. You will get a username and a password to start working
on the Tell me more / Rosetta Stone platform. If you do not get it, write an
email to mariae.salcedo@universidadean.edu.co explaining the situation
(write your full name, your ID number and your tutor´s name).

2. To activate the license follow all the instructions you find here.

3. In the platform, you will find 3 folders. Start working with the first one related
to the first learning guideline.
4. You should complete 10% of the activities in this first guideline. You should
work at least 5 hours per week to complete Rosetta stone activities.
5. Paste a screenshot of your performance on the Word file you will submit
with all the other activities related to this first guideline (not to be graded,
just to check your performance). In tell me more, click on Recapitulación,
choose seguimiento de las lecciones). Pay attention to the 2 arrows you
find in this example (tiempo dedicado and actividades realizadas). They
refer to the whole program and based on this information you will be graded
at the end of the course.
 Guideline 1.
International marketing

Means of sending assignment

Tell me more campus http://goo.gl/PHURZw

Activity 2. Market leader activities

Deliverable work
Activity 2. Market leader activities
 Autonomous activities in the Market Leader Book.
 Test 1.

From your Market Leader book, complete the following exercises.

Unit 1:
 Vocabulary: page 7 exercises B and C.
 Guideline 1.
International marketing

 Language: Go over the following link to play a game about Idioms

http://goo.gl/7VdsSj.
 Language review: page 9 and 10 exercises A, B and C.
Unit 2:
 Vocabulary: page 15 exercises A, B and C.
Unit 3:
Language: Go over the following link to play a domino game about Phrasal verbs
http://goo.gl/Sp1GfX. First, get familiar with the expressions and then solve the
activity.
 Language review: page 26 exercises A, B and C.
 Ask for the key to these activities to your tutor in order to know if your
answers are right or wrong.
 Take test 1 (Test tab)

Means of sending assignment

Tests tab.

Activity 3. Business speech: oral presentations

Deliverable work
Activity 3. Business speech: oral presentations
 Graph in a word file.

1. Watch the video Great openings and closings and take notes.
http://goo.gl/gMGT0T
2. With your notes, create a detailed graph to summarize the information in the
video. Include the graph in a Word file with all the activities related to guideline
1.
 Guideline 1.
International marketing

Oral presentation
3. Interact with the following learning object to reinforce how to start an oral
presentation.
4. Based on the learning object above, answer the following questions in the
Word file with the other activities related to this guideline.

 What technique does the speaker use at the beginning of the

presentation?
 How does the speaker create credibility?
 What is the main topic of the presentation?
 How does the speaker justify her presentation?
 How has the speaker structured her presentation?
 How does the speaker want to deal with questions from the audience?

Means of sending assignment:

Word file sent by the activities section with all the other activities.
Please do not send executable or zipped attachments. If you have to submit
different files, by the activities tab you can upload all files one by one.

Activity 4. Case study

Deliverable work
Activity 4. Case study
 PowerPoint presentation.
 Oral presentation.
 Action minute.
 Guideline 1.
International marketing

1. Open your Market Leader book on page 20 and 21. Read the information
related to Henri – Claude Cosmetics. Listen to the excerpt (CD 1.14) and
take notes.
2. Individually, answer the questions asked in the brainstorming session on
page 21.
3. Meet with three other partners. During the session as a group, you have to
answer the questions asked in the brainstorming session on page 21.
4. Prepare an online power point presentation (e.g. prezi.com) in which you
summarize what you and your group agreed upon the brain storming
session and your proposal regarding task 2 on page 21.
5. During the second tutorial, each group will deliver a ten-minute presentation
to the directors of the company, using the ppt presentation. Do not forget to
give a good introduction to your presentation, keeping in mind the
suggestions studied in the oral presentation section.
6. If you cannot attend the tutorial, send the power point presentation with your
recording.
7. Interact with this learning object to understand how action minutes should be
organized and written. (OVA. Action minute structure).
8. Write the action minutes for the session your group held (keep in mind the
structure and organization studied in the OVA). Send the action minutes in a
word document. Although it is a group activity, each student has to send the
activity in the word file.

Means of sending assignment

Word file by activities section and oral presentation during tutorial.
Please do not send executable or zipped attachments. If you have to submit
different files, by the activities tab you can upload all files one by one.
 Guideline 1.
International marketing

Activity 5. Project
Deliverable work
Activity 5. Project
 Word file: link to the project presentation.

In order to go global and enter into a foreign market, companies have been using
different strategies to achieve this goal (alliances, join ventures, acquisitions,
mergers, etc.). However, in the process they have to deal with many types of
barriers and difficulties they have to face and overcome to achieve their main goals
successfully.

To understand the said situation you will be working on a three-stage project. By

working in groups, you will be able to explain the background, the strategies used
and the final results keeping in mind a specific company. At the end of the process,
you and your group will deliver a thirty-minute oral presentation to explain the
complete process.

1. Work in groups of 3 or 4 people and choose one of the following options.

Option 1: choose a Colombian company that exports any product to the United
States or Canada.

Option 2: choose an international company (English speaking country) that had

introduced a product or a service in Colombia.

2. By inner messaging system, send a message to your tutor and classmates to let
them know about the members of the group and the name of the company you
and your group chose in order to avoid projects based on the same company.
 Guideline 1.
International marketing

3. Research:

3.1 Collect data and information about the company (mission and vision, founders
and/or current CEO, where the company is based in, the branches it has, number
of employees, history, facts, figures and the strategy it used to enter into the
foreign market)
3.2 Create a blog or an inphographic to post the information you collected during
this first stage. Include graphs, time lines, etc. You have to adapt the information
and write your own written composition. Remember you have to respect copyright
to avoid plagiarism.
3.3 Paste the link to the project on your Word file with all the other activities you
have to submit. Although it is a group activity, all members of the group have to
include this activity on the Word file.

Means of sending assignment

Word file by activities tab.
Please do not send executable or zipped attachments. If you have to submit
different files, by the activities tab you can upload all files one by one.

Activity 6. Self-assessment
Deliverable work
Activity 6. Self-assessment
 A SWOT chart.

1. After completing the activities in this first guideline, create a SWOT chart in
order to evaluate your process during these first three week. Identify your
Strengths, Weaknesses, Opportunities and Threatens in regards to the
following issues: time management, team work, completion of autonomous
activities (tell me more and Market Leader), results of your first test and
activities you had to submit.
 Guideline 1.
International marketing

2. Include the chart in the Word file you have to submit.

Means of sending assignment

Word file.
Please do not send executable or zipped attachments. If you have to submit
different files, by the activities tab you can upload all files one by one.