FOREIGN TRADE UNIVERSITY
Faculty of Economics and International Business

INTERNATIONAL MARKETING
(Module MKTE401 | 8 August – 30 September, 2016)
Lecturer: Nguyen Huyen Minh, MSc., MBA.
Email: huyenminh@ftu.edu.vn | huyenminh@yahoo.co.uk
Facebook Group : https://www.facebook.com/groups/Lecturer.Nguyen.Huyen.Minh/
Learning outcomes :
An increasing part of business exchanges is carried out across borders. This course
addresses critical issues in developing marketing strategies in a globalized context. The
module helps to understand the scopes and challenges of international marketing, to
highlight environmental considerations, to strengthen the marketing information system
for foreign markets and to implement main marketing components globally, especially
through enabling new technologies.
References :
Sak Onkvisit, John Shaw, International Marketing, Routledge, 5th edition, 2009.
Cateora P.R., Gilly M.C., Graham J.L., International Marketing, McGraw-Hill /Irwin, 15th
edition, 2011.
Assessment method :
Class attendance + participation:
10%
Individual Mid-term Test:
30%
End-of-Module Written Test:
60%
Group assignment + present (if selected): bonus (≤10%)
Personal portfolio (if any)
bonus (≤ 5%)
[Tentative] Outline teaching schedule:
Every Tuesday from 9.20 to 11.45am and Friday from 6.45 to 9.10am, at A604
classroom, FTU Campus, 91 Chua Lang Street, Hanoi.
Week
Topic
Readings in
Readings in
International
International
Marketing textbook
Marketing textbook
(Cateora et al.)
(Onkvisit et al.)
0
Introductory Session
No reading required
No reading required
1
International Marketing
Chapter 1-8
Chapter 1-8
Environment and Marketing
Research
2
3
Foreign Market Entry Strategies
Chapter 12
Chapter 9
Chapter 13, 14
Chapter 10, 11
Chapter 18
Chapter 16
Chapter 15
Chapter 12
Chapter 16, 17
Chapter 14, 15
Competitive Analysis and Strategic
Planning for International
Marketing
4
Products/Services Decisions in a
Global Marketplace
5
Pricing Decisions for International
Markets
6
International Marketing Channel
Decisions
7
Integrated Marketing
Communications
Case analysis:
1. Joint-ventures in emerging countries (Danone & Wahaha in China, Walmart in India)
2. Unconventional approach in positioning & global offerings (IKEA, Aldi, Candy Crush Saga)
3. New pricing strategies (Uber’s surge pricing in Vietnam, VietGo’s dynamic pricing)
4. Retail Marketing & competitive analysis in the global marketplace (Tesco, Carrefour, 7-Eleven)
5. Integrated business model & strategic planning (Zara, Uniqlo)
Please note:
Backup/Additional classes will probably be held on Saturday Sep. 17th and/or Saturday Oct. 1st, 2016.
My office hours (by appointment and starting from the 2nd week) will be soon announced.