CONTACTS

Dr. Ho Phu Hai

Unit Instructor
Phuhai.ho@isb.edu.vn

Program Administrator 17 Pham Ngoc Thach Street, District 3, HCM City

Phone: 08 Email: vi.do@isb.edu.vn

INTERNATIONAL MARKETING
Unit Guide

Trimester 2 2020/2021

About INTERNATIONAL MARKETING

UNIT OVERVIEW
Marketing internationally has become a necessity for many firms that wish to survive and grow in today’s
dynamic and increasingly linked world economy. International Marketing is concerned with understanding
and successfully managing the different international economic, cultural, political and legal environments as
they affect the marketing activities of companies. International Marketing examines the role of marketing
research, international finance, overseas market entry and expansion strategies and the marketing mix in
international markets.

On completion of this unit students will have acquired a sound theoretical basis and, particularly, a practical
understanding of how companies operate in international markets.

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 Assessment Information
UNIT LEARNING OUTCOMES
The table below outlines the unit learning outcomes (ULOs) for this unit. Upon completion of this unit,
students will be able to:

1. Identify international marketing opportunities and threats.

Demonstrate an understanding of the key international marketing concepts and how they are applied
2.
within a business context.
Analyse elements of the international environment and their inter-relationships and understand their
3.
relevance to international marketing strategies.
4. Demonstrate how international marketing is practised by international companies.
Apply sound operational knowledge of international marketing processes to international business
5.
activities.
PROGRAM LEARNING OUTCOMES
In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes (PLOs):

Knowledge & Application

1. Solid understanding and competency of appropriate application of business discipline-specific
knowledge.
Communication
2. Competency in professional written and oral communication suited to multiple audiences and
contexts.
Teamwork
3.
Effective collaboration in teamwork or other tasks in organizational settings.
Critical thinking
4.
Critical thinking through appropriate observing, analysing and reasoning, etc.
Problem solving
5.
Effective and constructive problem solving.
Ethics
6.
An ethical perspective, including an understanding of the ethical responsibilities of organizations. 
Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to identify
7.
foreign market potentials, to diagnose cross-cultural communication problems and propose
appropriate solutions.
ASSESSMENT SUMMARY

Weight Type of Length (No. of

No. Assessment task Due date
(%) Task words)

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1 Midterm 20% Individual 50 Multiple choice Session 8
questions
2 Group project 30% Group
Report 15% Group 2000 words +/-10% Session 14
Presentation 15% Group 15 mins Session 15
3 Final examination 50% Individual 2hr closed book Formal ISB exam period
exam
TOTAL 100%

Final marks and grades are subject to confirmation by the School Assessment Committees which may scale,
modify or otherwise amend the marks and grades for the unit, as may be required by University policies.

 Note: To successfully complete this unit, students must:

 Attendance must be at 80% of classes and tutorials.
 Students must attain at least 50% in total of ALL ASSESSMENTS.
 Students must pass at least 50% of final exam.

Assessment 2: Major Project: International Marketing Plan (30%)

Team projects: Working in groups of 5-6, the project is a simulated foreign market feasibility study for a
Vietnamese company and its product (a good, service or investment) into an overseas country market. You
are allocated your subject firm and product, and you choose the country which will be your target market for
evaluation.

This project will enable you to gain an appreciation and understanding of the following tasks required for
success in international marketing:
1. Analyse elements of the international environment and their inter-relationships, and understand their
relevance to international marketing strategies;
2. Identify some of the complications and obstacles involved in the international marketing of a
particular product;
3. Plan international marketing mix strategies;
4. Understand how international marketing is practised by international companies.

Structure of the report

1 Brand Introduction
2 Situational Analysis of Potential Market
2.1 PESTEL
2.2 Customer Analysis
2.3 Competitive Analysis
3 SWOT Analysis and key issues
4 Recommendation for feasible entry
5 International marketing mix strategy

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 5.1 Product
5.2 Place
5.3 Promotion
5.4 Price
6 Planning
Referenced sources and Appendices
Word limit: 2,000 words +/- 10% excluding references & appendices

Penalty:
 Late submissions: Reports submitted late will incur a penalty of 5 marks (5% of 100) for each day
submitted late for a maximum of 3 days. After 3 days the report will not be marked and will receive
zero mark.

Assessment 3: Final Exam (Individual) (50%)

Two-hour comprehensive and closed book - The final exam will consist of 100 multiple choice questions.
Note:
The final exam duration is two hours. The final exam is not a hurdle. Overall, to pass this course,
students must gain an overall mark of 50%.

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 INTERNATIONAL MARKETING
TRIMESTER 2 2021

Teaching Activities
LEARNING RESOURCES

Textbook Kotler, P., & Armstrong, G. (2015). Principles of Marketing (15th ed.). Pearson
International Edition , ISBN 0131273124

Reference International Journal of Market Research

books
Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Product Innovation Management (eJournal)
http:// www. adwe ek.com
http:// www. marketingcharts.com
http:// www.marketingovercoffee.com
http:// www.mediapost.com
http://sethgodin.typepad.com
http://www.ted.com/topics/business

ONLINE LEARNING RESOURCES

E-library http://search.proquest.com/login
Username: UEHCMC2010
Password: thuvien0810

E-learning http://elearning.isb.edu.vn/

General Information & Policy

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 INTERNATIONAL MARKETING
TRIMESTER 2 2021
Referencing
Plagiarism

Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments
rejected for this reason. Written assignments WILL BE checked by the lecturer with Turnitin.com,
an online plagiarism-checking tool.

Sources

Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.

Referencing & Citation

The Publication Manual of the American Psychological Association (APA) 6th ed., will serve as
the primary reference materials for all students. Therefore, all papers must be submitted in APA
format. The mechanics of student papers and work will be evaluated, as well as the content.

Submission
Assignment cover sheet
 All assignments are required to be submitted with an Assignment Cover Sheet.
 Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a
Peer Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured assessment.
Individual student group work scores may be adjusted as a result of peer dissatisfaction with a
particular student’s contribution to group work assignments, as reflected in submissions of the
evaluation form.
Note:
 Assignment cover sheets and the evaluation form can be located on MyISB system
 Students are advised to keep a copy of all assignments submitted for marking.

Submission style

Assignments are expected to achieve a professional standard:

 Be typed, one and a half spaced, on A4 paper
 Use a simple clear format, suitable for a report to senior management in a commercial
organisation.

Submission method
Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date (Suggested
title: Student name_Unitname_Name of Assignment).

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 INTERNATIONAL MARKETING
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Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham Ngoc Thach) by the
due date.

Late assignment and make-up policy

No late assignments will be accepted unless prior authorisation granted by the Academic Department
based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and
final exam. If there are extenuating or unforeseen circumstances, students must follow the school’s
policies and procedures accordingly.

Attendance
Students are required to attend a minimum of 80% of all classes (which normally 12/15 sessions).
Other cases equating to an absence:
 Arriving to class late by 15 minutes at the beginning,
 Arriving late by 5 minutes after the break
 Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.

 IMPORTANT: Students will not be allowed to sit in the final examination if violating the
above absence rule.

Electronic device use

 Cell phones will be turned off or switched to vibrate mode before class starts.
 No phone calls or text messaging are allowed inside classroom during class time.
 Portable listening and/or music devices may not be operated in the classroom.
 Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
 Laptop and other electronic devices are not permitted unless specifically authorised by the
lecturer exclusively for note taking and doing class work.

 IMPORTANT: If you are in violation of these policies you will be excused from class and an
absence will be assessed.

Email etiquette
Your lecturers receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of professional
communication.
Your emails should:
 Have a concise and descriptive title, including the class and name of the unit you are
enquiring about
 Be clear about the intention of their emails
 Use appropriate tone and language, proof-read what is written in the email before sending it.

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 INTERNATIONAL MARKETING
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Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may be
probably best to make an appointment with your lecturer/instructor to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for teacher and
fellow students at all times. Behaviour that is disruptive to a positive learning environment reported
to the teacher will result in a warning on the first instance; the second instance might result in a
failing grade along with expulsion from the school.
Unacceptable behaviors can be:
 Cheating on an exam
 Collaborating with others on work to be presented, if contrary to the stated rules of the
course
 Submitting, if contrary to the rules of the course, work previously submitted in another
course
 Knowingly and intentionally assisting another student in any of the above actions, including
assistance in an arrangement whereby work, classroom performance, examination, or other
activity is submitted or performed by a person other than the student under whose name the
work is submitted or performed
 Plagiarising

 IMPORTANT:
 First violation will result in a grade ZERO (0%) for that assignment.
 Second violation will result in a failing course grade.

Disability support services

Students with disabilities are advised that accommodations and services are available at UEH-ISB. It
is the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior
to receiving such services.

Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

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