MKT403E – Multinational Marketing Strategies (Chiến lược Marketing quốc tế)

No.

Content

Time Allocation

Contribution to CLO

Hour(s) on the class

Essays, exercise, 

Assignments

Self-study with teacher’s tutorials

Lecture

Practice, Seminar 

1

Chapter 1: Introduction to Global Marketing

2

1

2

5.5

1,7,8,10

2

Chapter 2: The Global Marketing environment

2

1

2

5.5

1,3

3

Chapter 2: The Global Marketing environment (cont.)

2

1

1.5

5.5

1,3

4

Chapter 3: Global Marketing research

2

1

1.5

5.5

1,4,5,7,8,10

5

Chapter 3: Global Marketing research (cont.)

2

1

1.5

5.5

1,4,5,7,8,10

6

Chapter 4: Market selection and market entry strategies

2

1

1.5

5.5

1,2,3,6,7,8,10

7

Chapter 4: Market selection and market entry strategies (cont.)

2

1

1.5

5.5

1,2,3,6,7,8,10

8

Mid Term – Group Project

2

1

1.5

5.5

2,3,7,8,9,10

9

Chapter 5: Product strategies 

2

1

1.5

5.5

1,6,7,8,9,10

10

Chapter 6: Pricing strategies

2

1

1.5

5.5

1,6,7,8,9,10

11

Chapter 6: Pricing strategies (cont.)

2

1

1.5

5.5

1,6,7,8,9,10

12

Chapter 7: Distribution strategies

2

1

1.5

5.5

1,6,7,8,10

13

Chapter 7: Distribution strategies (cont.)

2

1

1.5

5.5

1,6,7,8,10

14

Chapter 8: Promotion strategies

2

1

1.5

5.5

1,6,7,8,10

15

Chapter 8: Promotion strategies (cont.)

2

1

1.5

5.5

1,6,7,8,10

Total

30

15

22.5

82.5

Form 

Content

Criteria

CLO 

Proportion

Formative

Attendance 

Class attendance and “In the News” Presentation 

In the News (10 pts each) –  Each week selected students will be tasked with identifying an interesting story about a product/ company or marketing situation in the news that relates to the current week’s assigned reading. The assigned students will look ahead to the next class meeting and assigned reading and identify an interesting story in the news and present the article to the class at the beginning of the class section.

You may use a single or multiple news stories related to the situation or topic, identify the key issue that is being addressed, link it to the concept in the reading(s) define the concept and provide context; and explain the “Aha” or “I didn’t know that” fact or facts that makes the story interesting for all of us listeners. Be Bold – tap into our emotions and intellect.  You will be called upon at the beginning of class to share your work in a 3 minute or less verbal introduction.

A hard copy of your comments, or analysis needs to be submitted to the instructor before the beginning of the class meeting.

Checking attendance at least 5 times

1,2,3,8,9,10

10%

Mid-term 

Group assignment

– Group assignment includes two parts:

+ Group essay: 5-7 pages A4 (excluding Appendices)

Font: Times New Roman 12

Top, bottom, left and right margins are 2.5cm, 2.5cm, 3.5cm, 2cm respectively

1.5 lines spacing

+ Group presentation: 10-15 minutes per group (including Q&A session)

– Essay grading:

+ Clear subject matter: 2 points

+ In-depth analysis: 2 points

+ Diversified list of references: 1 point

+ Concise presentation (language): 1 point

+ Creativity: 1 point

Total: 7 points

– Presentation grading: 

+ Focused and concise presentation and Q&A: 3 points

2,3,4,5,6,7,8,9,10

    30%

Summative

Final exam

– Final exam will include two parts:

+ Part 1: 40 multiple choice questions 

+ Part 2: 2 essay questions: Question 1 covers the first part of the course, Question 2 is about 7Ps

– Students are not allowed to use materials during the final exam.

– Grading criteria

+ Concise answers to 2 essay questions: 4 points

+ Correct answers to multiple choice questions: 6 points

Total: 10 points

1,2,10

60%

Total:

100%