The English for MBA Course is organised into 4 modules:

  • Module_1: Management Basics (HEG.MGT.001 /HEG.MGT.002 /HEG.MGT.003/HEG.MGT.004 /HEG.MGT.005)
  • Module_2: Change Management (HEG.MGT.007 /HEG.MGT.010 /HEG.MGT.014)
  • Module_3: Innovation Manager (HEG.MGT.006 /HEG.MGT.008 /HEG.MGT.013/HEG.MGT.015)
  • Module_4: Integrated Management (HEG.MGT.009 /HEG.MGT.011 /HEG.MGT.012/HEG.MGT.016)

Course Objectives

The course objectives are

  • To provide students with an understanding of the global business environment in terms of economic, cultural and political factorsand how to apply this understanding to marketing strategies.
  • To provide participants with insights of current issues and practices in Global Marketing through assignments, class room discussions and through oral and written analysis of cases.
  • To familiarise students with an understanding of the different techniques, strategic options and possibilities in the competitive global environment with the exploration of marketing.
  • To give students a basic knowledge in how to balance global and local marketing consideration, and to understand strategic options in entering and organizing marketing campaigns in foreign markets.
  • To foster critical thinking relating to specific main issues of International Marketing to research excellence activities and encourage creativity in problem solving in very pragmatic context

Expected Outcome / Learning

Upon completion of this course, the student will be competent in these areas and will:

  • Understand the scope and challenge of international marketing,
  • Able to explain the role of culture in global markets development.
  • Analyze the international environment
  • Implement marketing research
  • Understand principles of global marketing management
  • Implement principles of Products and Services management for Businesses and Consumers.

Required Textbook

International Marketing, 15th ed. International Edition,, Philip Cateora and John L. GrahamMcGraw-Hill Publishing, 2011

More information for your term projects:

Glossary English-VietnameseClick here

Course Schedule


Module 1


The Scope and Challenge of International Marketing, the Dynamic Environment of International Trade as well as The Foundations of Culture.


Textbook, ch. 1-3


1. Participate with at least one response to the on-line discussion that you send to all other students and the professor. 
 Be ready to discuss: “Video – Starbucks (click on the following URL to go to the video list and click on the “Starbucks” video

Based off of your textbook readings and Internet research, how would you characterize Starbuck's identity? What problems have coffee growers faced over the past few years? How have these problems impacted the pricing for retail coffee chains such as Starbucks.”

3. Essay: Case Study: Choose one of the case studies in Section 1, analyze it and write a short report stating your analysis and reaction. 

Module 2


The Role of Culture in Global Markets Development.


1. Textbook, ch. 4, 5.


  • “What is the importance of “cultural empathy” to the foreign marketer? How does he or she acquire “cultural empathy?”
  • Contrast the authority roles of top management in different societies. How will the differing views of authority affect marketing activities? 
  • Mid-Term Project I - submit the first section of the Country Notebook, "Cultural Analysis".


Module 3


The International Environment – the Basis of Global Markets.


Textbook, Ch.6, 7.


  • “Discuss the advantages to the international marketer arising from the existence of the various international conventions on trademarks, patents, and copyrights.”
  • Make a comment: “A crucial fact when doing business in a foreign country is that permission to conduct business is controlled by the government of the host country.”


Module 4


Global development through Marketing Research.


Textbook, Ch. 8, 9.


  • “Discuss how the shift from making “market entry” decisions to “continuous operations” decisions creates need for different types of information and data. What assistance does an MMIS provide?”
  • Locate a country in the agricultural and raw material stage of economic development. What changes will occur in marketing when it passes to a manufacturing stage.
  • Mid-term project, II - Submit the second section of the Country Notebook, the "Economic Analysis".


Module 5


Global Marketing Management.


Textbook, Ch. 10, 11


  • “Imagine that the United States was composed of many separate countries with individual trade barriers. What marketing effects might one visualize? ”
  • What can the United States, Europe, and China learn from the experiences of Japan during the last 20 years? 

Module 6


Products and Services for Businesses and Consumers.


Textbook, Ch. 12, 13


  •  “Video – McDonald's (click on the following URL to go to the video list and click on the McDonalds: Segmentation, Targeting, and Positioning 
  • 0073362255/swf/Clip_08.html
  • What is the approach McDonald's takes to standardizing products throughout the world? To what extent does the company standardize?”
  • Assume you are deciding to “go international” and outline the steps you would take to help you decide on a product line. 
  • Mid-term project, III - Submit the third section of the Country Notebook "Market Audit and Competitive Market Analysis"

Module 7


International Marketing Channels, Exporting and Logistics and Integrated Marketing Communications.


Textbook, Ch. 14-16


  • “One of the first things companies discover about international patterns of channels of distribution is that in most countries it is nearly impossible to gain adequate market coverage through a simple channel-of-distribution plan. Discuss reasons why this may occur.”
  •  “With satellite TV and the Internet's ability to reach many countries, how a company can use satellite TV and deal effectively with different languages, different cultures, and different legal systems.”
  • Mid-term project, IV - Submit the fourth section of the Country Notebook "Preliminary Marketing Plan" on a chosen topic.

Module 8


Personal Selling and Sales Management, Pricing for International Markets and Negotiating with International Customers, Partners and Regulators.


Textbook, Ch. 17-19

Final Assignment

  • Participate with at least one response to the on-line discussion that you send to all other students and the professor. 
  • Discuss: “How has this course enhanced your understanding of marketing on a global level? Would you recommend this course to another student? Why or why not?”
  • Submit your final Marketing Plan Project.