HANOI UNIVERSITY

FACULTY OF MANAGEMENT AND TOURISM

Subject Outline
Global Marketing

(The content of this outline is subject to change according to Lecture rs’ requirements)

Hanoi Spring 2022

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 A. Subject Details

Subject name Global Marketing

Units of credit 3
Study length 13 weeks
Prerequisite/ Co-requisite None
Suggested study commitment Approximately 10 hours per week
Year Spring 2022
Subject Lecture r and coordinators Ms. Nguyen Phuong Lien
Email : liennp@hanu.edu.vn

B. Subject rationale

In the context that companies are always facing challenges and changes in the business
environment, for example, customers are becoming more and more unpredictable, technology is
developing rapidly and requires timely response, the continuing trend of globalization and the
diversity of the global culture, etc... This requires companies to possess high adaptation skill,
proactive coping and flexibility to maneuver between the domestic and international business
environment.

This subject will equip students with the knowledge and learning methods to acquire the above
skills, in order to build effective tactics and strategies that are suitable for the company's own
context, including: understand international business context, identify challenges and
opportunities, position the brand in the competitive global context, propose the optimal solution
on coping strategies. In addition, this module also provides basic standards and forms close to
the international marketing situation to improve professional skills suitable for export-related
industries.

C. Subject content

This subject focuses on the nature of the international marketplace and the problems and
decisions facing managers of international marketing. It is comprehensive and practical covering
marketing goods and services across national boundaries, as well as within different national
markets. Major topic areas covered are the international marketing imperative, analysis of
foreign environments, development of international marketing strategies (STP) and the
implementation of marketing programs (4Ps) across different nations and within nations.

I. Subject Objectives

Upon completion of the subject, you will be able to:

1. Develop awareness of the different socio-cultural, economic, and geopolitical environments

in which global marketing strategies and programs are formulated and implemented and to
sensitize them to including ethical and sustainability issues in the international marketing
context.

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2. Analyse and evaluate global issues and describe concepts relevant to all international
marketing activities
3. Develop relevant management skills for planning and expanding activities in global markets.
4. Develop and enhance critical thinking skills, in relation to foreign market assessment,
through structured analysis and synthesis of data sets on two country markets, and through
justified decision making via the selection of a specific country market.
5. Develop and enhance skills to work in a group / team

II. Subject outputs

At the end of the course, you will be able to:

Knowledge
1. Develop awareness of the different socio-cultural, economic and geopolitical environments
in which global marketing strategies and programs are conceived and applied, including
ethical issues and sustainability in the international marketing context.
2. Analyze and evaluate global issues and describe concepts relevant to all international
marketing activities
3. Develop relevant management skills to plan and expand marketing activities in the global
market.
4. Develop and enhance critical thinking skills (related to foreign market assessment) through
structured analysis and synthesis of market data sets of any two countries to decide the
international market to enter
5. Present problems and presenting marketing ideas under the impact of International
Marketing in English.
6. Practice communication, learning and research independently and in groups.
7. Practice job management and time management.

Attitude
1. Strive seriously and enthusiastically in learning.
2. Share and acquire resources between class members including the faculty.
3. Open to apply new methods and skills.
4. Open to explore and willing to learn from practical experience.
5. Link between personal goals and learning goals.
6. Demonstrate capability in written and oral communication and analytical skills in a
marketing context.

t
Lecture Learning Activities Schedul
e
Lecture 1 Chapter 1: Introduction to international marketing. Week 1
(Students form assignment groups of 4 students)

(1) Case Study 1.3: Apple Vs Samsung: The Battle for Smartphone
Supremacy heats Up

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Lecture 2 Chapter 2: The Global Economic Environment Week 2
Chapter 3: The Global Trade Environment

(2) Case Study 2.1: India’s Economy at the Crossroads: Can Prime
Minister Narendra Modi Deliver Acche Din?
Lecture 3 Chapter 4: Social and Cultural Environment Week 3

(3) Case Study 4.1: Cotton, Clothing Consumption, Culture: From

Small Beginning to a Global Cultural System?
Lecture 4 Chapter 5: The Political, Legal and Regulatory Week 4
environments

(4) Case Study 5.2: Putin’s Russia versus the West:

Cold War 2.0?
Lecture 5 Chapter 6: Global Information Systems and Market Research Week 5
Chapter 7: Segmentation, Targeting &
Positioning

(5) Case Study 6.1: Nestle’s Middle East Investment in Market

Research.
(6) Case Study 7.2: The “bubbling Tea Market
Lecture 6 Midterm exam (chapter 1 - 7) Week 6
Lecture 7 Chapter 8: Importing, Exporting, & Sourcing Week 7
Chapter 9: Global Market-Entry Strategies: Licensing, Investment
& Strategic Alliances

(7) Case Study 8.1: East-Asian Countries: Export-led Growth for

Economic Success
(8) Case Study 9.1: AB InBev and SABMiller: A Match in (Beer)
Heaven
Lecture 8 Chapter 10: Brand and Product Decisions in Week 8
Global Marketing

(9) Case Study 10.1: Google

Lecture 9 Chapter 11: Pricing Decisions Week 9

(10) Case Study 11.2: Global Consumer-Products Companies

Target Low-Income Consumers

Week 9 Quiz: Chapter 11

Lecture 10 Chapter 12: Global Marketing Channels and Week 10

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 Physical Distribution

(11) Case Study 12.1: Welcome to the World of

Fast Fashion

Week 10 Quiz: Chapter 12

Lecture 11 Chapter 13 and 14: Global Marketing Communication Decisions Week 11

(12) Case Study 13.2: Coca-Cola: Using Advertising and PR to

Respond to a Changing World
(13) Case Study 14.2: Red Bull
Lecture 12 Final Exam Revision Week 12
REI week

Note: The above schedule is tentative. Kindly advise your Lecture to have the final one.

III. Subject structure

The structure of this subject for on-campus students comprises of 60 hours credit:

Theory Application Self Study

30 hrs 30 hrs 90 hrs

Prescribed textbook
Green, M. C., & Keegan, W. J. (2020). Global marketing. Pearson Education Limited.
Additional reading materials:
1. Fletcher, R., & Crawford, H. (2013). International marketing: an Asia-Pacific perspective.
Pearson Higher Education AU.
2. Czinkota, M. R., & Ronkainen, I. A. (2013). International marketing. Cengage Learning.
3. Schwab, K. (2018, November). The global competitiveness report 2018. In World Economic
Forum (Vol. 671).

IV. Assessments

No Content Format Evaluation Criteria Weight

1 Participation Individual  Attend school fully and 10%

actively participate in school
Weekly attendance
hours

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 in class  Finished all assigned home
works
Homework
preparation and
ability to
participate in class

Midterm Individual  MCQs & short answer or else 10%

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exam Week 6

Group  In class group case analysis 10%

(3-5 students) Strictly 20
Weekly during
minutes maximum. (in-
tutorial
person). All students in the
group must present. Students
who do not present will not
receive a mark for this
Group Case assessment task even if they
3 Study contribute to written work.
Presentation
 Transcript & slides to be
submitted via Classroom or
Teams prior to the
presentation.
 Description of task including
grading criteria are provided
bellow

Group  Description of task including

grading criteria are provided
International
bellow.
market assessment,
Group
4 selection, and  Ability to turn in high quality 20%
Assignment
market entry works within the proposed
formulation report time frame & progress
Week 11

Final Individual  MCQs & Short answers

5 50%
Examination Written test

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 V. Assessment Instructions

I/ Participation (10%):
Participation result is based on both quantity and quality of your class participation.
Attendance (10%) For every time you miss attendance ((either Lecture or Tutorial) or unable to
answer when being called upon (without legitimate reason) you will be deducted 1 mark. If you
are absence with legitimate reason, you need to notify me by email/ on person immediately and
bring evidence to avoid penalty.
Engagement: For every time you volunteer to make a valuing contribution in class or online (in
the form of question, discussion, comment, sharing, joining activities…), you will be awarded
0.25 mark. This is counted by session/ activities so repeated participation on the same activity
will be count once only. For every time you fail to complete excise in class you will be deducted
1 mark.

II/ Midterm exam (10%)

This exam is designed to provide you with an opportunity to demonstrate understanding of key
International Marketing concepts, theories and models as well their practical applications.
This may comprise of a mixture of multiple choice, true-false and fill-in-the-blank type
questions. If you are absent for the test without valid reason, there will no make-up test.

III/ Group case study presentation (10%)

In tutorial presentation; in class questions and answers.
Groups will analyse, present and answer all questions related to a textbook case study assigned at
the beginning of the semester by their tutor. The presentation will be in class or play their
prerecorded presentation in class. All group members must attend the tutorial during which they
present their case study even if the presentation is prerecorded. They will expect to be asked
questions after the presentation. Any absent member without a valid reason will receive a 0.
Those absent with a valid reason need to seek approval by tutor first for a second chance to
present.
Transcript & slides to be submitted via the Teams or Classroom 24 hours prior to the
presentation. Lateness will result in penalty (-1 mark/ day)

IV/ Group assignment (20%):

Prepare a comparative international market assessment. You will select a market and develop an
appropriate entry strategy. The assignment will provide you with experience in formulating an
international marketing entry strategy, taking into account international environments within the
context and limitations of the Subject. It is your opportunity to put into practice the content of
this Subject.

Requirement:

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As a group of 3-5 students, you are required to prepare a report for Wood and Wood products
company to market its products internationally by comparing the opportunities and threats of
TWO country of your choice in order to market your product in.

Structure:

The plan should include the following sections and sub-sections as a minimum:

Executive summary (the last part to be done for the report)

1. Table of Contents (2 marks) (not included in the word count)
Including sections (headings), sub-sections (sub-headings), and page numbers.

2. Introduction (2 marks)
Provide the reader with an understanding of the purpose of the project, its scope and structure –
sections and sub-sections. Name the Vietnamese company and the two countries you are
analysing. Do NOT talk about the company or the countries in details in this section.

3. Company and Product Background (10 marks)

Provide an analysis of the business and product performance from a domestic perspective. This
discussion should provide some information about the competitive advantages that the business
might leverage in international markets. You should:
 History, when and where the company started and how it has grown. (overview)
 Briefly indicate company objectives and corporate strategies – what are the aims of the
company?
 Are the company’s business strategies directed towards gaining market share?
 How has the company been faring in the last three years or so? Company size, assets,
capabilities, competitiveness, strengths, etc.
 What is the product and what needs does it satisfy?
 Who is the target market for the product?
 How has the product (brand) been performing? Sales, market share, revenues/profits.
 Is the company already engaged in international marketing? What countries is it operating
in? What entry strategies is it implementing?
 What resources does the company have to go overseas (assets, HR / skills, experience, etc)?

4. Country and Product Market Attractiveness (12.5 macro environment factors + 12.5 macro
environment factors)
Assess the dynamic and competitive nature of the product market within the 2 countries of your
choice. In order to do this, you should undertake a macroenvironmental analysis and then
undertake a detailed micro-environmental (market) analysis of the chosen product market.
Assess the macro environment of the chosen country as follows:
 Political environment: including stability (index) and security, safety, crime rate, corruption
(transparency).
 Foreign relations/trade: Is the country open for foreign relations and trade? Trade barriers,
regional economic integrations / treaties.

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 Social and cultural environment: population size, Ethnicities, religions, lifestyles,
Hofestede’s cultural dimensions, product (in)compatibility with cultural norms or religious
rules, and so on.
 Economic: including economic strength, stability, GDP/GDP per capita, distribution of
income and wealth, forecasts, affluence, purchasing power, inflation, currency value.
 Technological: including infrastructure and industrialisation/ development level of country,
manufacturing, telecommunications.
 Agricultural (if applicable): Is the country’s environment / climate suitable for farming the
product ?

Assess the micro-environment of the chosen country as follows:

 Product Market Analysis
 What is the size of the market in terms of demand? (use the same currency for both
countries, USD, AUD)
 Is it growing and if so at what rate?
 At what phase is the market in relation to the product lifecycle?
 Product segments: what types of seafood / processed meat are served in the foreign market?
 What are the sizes and relative growth rates of these product segments?
 To what extent is the market supplied by foreign sources? What are the sources of foreign
supply?
 What are the major forms of marketing channels (distribution, retailing) used within the
product market?
Competitive Analysis
 Are there competitors in that market?
 What form of competitors are these (providing identical products or substitute products)?
 How many competitors / brands are there in the market?
 Who are the competitors (brands) and how do they operate?
 Are the competitors foreign or locally-based?
 If foreign, what entry strategies are they using?
 Where do you see your company compared to those competitors (differentiation strategies
and positioning)?
 What are you company’s strengths in comparison to the competitor?
Buyer Analysis
 Assess buyer behaviour within the identified market segments through consumer analysis
(who are they, how do they consume/use the product).
 Identify and describe your target market segmentation strategies.
 Tourists and expatriates.

5. Market (Country) Selection with Justification and Opportunity Statement (20 marks)
 Briefly outline the major opportunities and threats in the chosen country, which will mainly
come from summarizing the above points (macro and micro analyses) (for example:
competitors may be weak in an area and you may find it necessary to fill in the gap or you
could be satisfying latent needs).
 Compare the opportunities and threats.
 Why do you recommend your company to enter the chosen country? This should be based
on creating a fit between the company and the country.

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6. Marketing Objectives (for the country you have chosen) (5 marks)
 Marketing objectives are usually derived from an assessment of the capabilities of the
business and market opportunities. These should be specific, measurable, achievable,
realistic, and time framed.
 What market share do you aim to achieve?
 Are you aiming for long/short term marketing, large/small scale marketing?
 What are your target market segments? Where can you find them?
 How will you position your product (based on competition and target
 segment)?

7. Entry Strategy (20 marks)

 This should be discussed for the country chosen in Section 5 only.
 What entry mode(s) will you use to enter that country:
- Direct / indirect exporting (producing the product in Australia)
- Contractual agreement (licensing, contract manufacturing, etc.)
- Strategic alliance (joint ventures, non-equity strategic alliances (distribution))
- Establishing a subsidiary: e.g. establish a factory, acquire an existing company, buy a
farm, etc. (producing the product in the foreign market)
 Justify your entry strategy explaining why the one you have chosen is better than the rest.

Please take note that you may have a combination of entry strategies depending on the situation.
Your chosen entry strategy must be linked to your analysis of the macro and micro environment
of the country and marketing objectives.

8. Executive Summary (a conclusive statement) (5 marks) (not included in the word count):
This summary is normally 1-1.5 pages long, encompassing:
a. Overview of the report.
b. Key findings from your analysis about the two countries: opportunities, threats, nature of the
market, etc.
c. A summary of your major recommendations and key outcomes: recommended and justify
country to enter, marketing objectives, and entry strategy with brief justification based on the
findings.

NOTE: This is the last section to be completed; however, it should be displayed in

the report before Table of Contents after the cover sheet.

9. References (11 marks - including grammar, clarity of expression, presentation, and use of
tables / graphs (demand for the product over the last few years,brands)(not included in the word
count)
• Use about 10 formal/ legitimate references.
• The nature of this assignment will demand the use of reports about the company, industry, and
country. Peer-reviewed journal articles are also relevant, especially for the entry strategy section.
• Use Harvard style referencing.

D. TEAM MEMBER EVALUATION FORM & STATEMENT OF AUTHORSHIP

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If you don’t submit the required evaluation, 2 points will be deducted from your final report
grade, so read the rest of this carefully. When completed, include the form in your final report.
COMPLETED FORMS SHOULD BE SUBMITED ON THE FINAL REPORT DUE
DATE.
STATEMENT OF AUTHORSHIP

We each certify that our own contribution in the attached material is original work and that we
have no knowledge of an act of plagiarism committed by any member of this group. We declare
that no other person's work has been used without due acknowledgement. Except where we have
clearly stated that we have used some of this material elsewhere, it has not been presented by us
for examination in any other course or Subject at this or any other institution.

We understand that we are subject to student discipline processes in the event of an act of
plagiarism by us. We understand the nature of plagiarism to include the reproduction of someone
else's words, ideas or findings and presenting them as our own without proper acknowledgement.
Further, we understand that there are many forms of plagiarism which include direct copying or
paraphrasing from someone else's published work (either electronic or hard copy) without
acknowledging the source; using facts, information and ideas derived from a source without
acknowledgement; producing assignments (required to be independent) in collaboration with
and/or using the work of other people; and assisting another person to commit an act of
plagiarism.

Name Student ID Section Section Signature Date

Allocated Completed

Academic Integrity

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Academic integrity means being honest in academic work and taking responsibility for learning
the conventions of scholarship. Academic misconduct includes improper referencing, plagiarism,
copying and cheating. You should familiarise yourself with your responsibilities in relation to
Academic Integrity and if you have any questions, direct them to your Course Coordinator.

Help and Support

Questions arising from the assessment can be raised during Lecture time or email your tutor. If
you have specific problems regarding group work or group members please discuss these with
me as early as possible.
The Library has many valuable physical learning resources and workshop that can help you with
your study. Students should get to know the physical Library environment and register for class
to learn on Referencing (Endnote) and Research Skill.

Disclaimer: The information provided in this Course Outline is correct at time of publication. In
the unlikely event that any changes are deemed necessary, they will be communicated clearly via
e-mail and a new version of this will be circulated.
Version: 2

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