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Course title: International Business Communication
Course code: MKTE408
Department: School of Economics and International Business
Course conducting: Marketing and Communication
Credit hours: 3
Prerequite(s): Global Marketing Management (MKT201F)
- COURSE OBJECTIVES
Communication in international business connects actors from different countries and cultures around the world to achieve economic goals and to position in the global business community. This course helps students understand the nature, meanings and means of communication in international business activities, as well as equips them with theoretical knowledge and practical skills in business communication for international business actors. During the course, students have opportunity to discuss and apply theories to improve communication effectiveness while achieving business goals and building reputation and image of corporations in the world market. The course also creates opportunities for students to improve theoretical knowledge, update information technology innovations, practise communication skills by participating in exchanging, negotiating, building images, advertising products, discovering markets… in different business deals.
- COURSE CONTENTS AND SCHEDULE
No.
Contents
Time Allocation
Contribution to CLO
Hour(s) on the class
Essays, exercise,
Assignments...
(3)
Self-study with teacher’s tutorials
(4)
Lecture
(1)
Practice, Seminar…
(2)
1
Chapter 1: Overview of International Business Communications
2
1
3.5
5.5
CLO 1,5
2-3
Chapter 2: Communication Strategy and Plan in International Business
4
2
3.5
11
CLO 1,2,3,5
4-5
Chapter 3: Target audiences and communication message design
4
2
3
11
CLO 1,5,6,7
6-7
Chapter 4: Integrated marketing communications coordination
4
2
3
11
CLO 1, 3,4,5,6
8-9
Chapter 5: Trade fairs and Direct Marketing
4
2
3
11
CLO 1,5,6,7
10-11
Chapter 6: Advertising and Public Relations (PR)
4
2
3
11
CLO 1,5,6,7
12-13
Chapter 7: Digital Communication Tools
4
2
3
11
CLO 1,5,6,7
14-15
Chapter 8: Media crisis management in International Business
4
2
3
8.5
CLO 1,4,5,6,7
Total (hour)
30
15
25
80
*The course contains sessions delivered by business experts/reporters.
- COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
Taking attendance check for at least 5 times.
Extra point for involving in class:
- Through giving out opinions in class
- Through answering questions in class correctly
- 3 times of contribution will get 1 bonus point (10%) to the mid-term evaluation, 6 times of contribution will add 1 point (10%) to the final exam, the maximum bonus points will not exceed 2 points (20%) for mid-term exam or 1 point (10%) for final exam.
The number of attendances and participation in lesson
1,2,3,7
10%
Mid-term Group assignment
Group project that focuses on a corporation’s communication scenario includes 2 parts:
+ Written Report: 5-7 A4 pages (not included Appendix), font: Times New Roman or VnTime - 14; Margin layouts: 2.5cm, 2.5cm, 3.5cm, 2cm; Line Spacing: 1.5.
+ Group Presentation: 7-10 mins/group; Lecture 9, 10, 11
- Report Assessment criteria:
+ Thorough problem identification: 2 points (20%)
+ Logical, insightful, and practical analysis: 2 points (20%)
+ Use of diversified references: 1 point (10%)
+ Clear language expression, correct referencing: 1 point (10%)
+Creative presentation: 1 point (10%)
Total:7 points (70%)
-Presentation assessment criteria:
+ Group presentation and correct answers to questions: 3 points (30%)
4,5,6,7
30%
Summative
Final test
- Format: Written exam duration 60 minutes.
- Content: All chapters covered in the course.
- Written exam includes 2 parts:
+ Part 1 includes 40 multiple choice questions (MCQs about contents covered in all chapters)
+ Part 2 includes 2 essay questions which require students to apply theory: Question 1 refers to the first 4 chapters of the course, Question 2 will cover the final chapters of the course.
- Students are not allowed to use any materials during the exam.
MCQ + writing (60 mins)
Assessment Criteria:
+ Correct answers to MCQs: 6 points (60%)
+ Clear and coherent answers to essay questions: 4 points (40%)
Total: 10 points (100%)
1,2,3,4,5,6
60%
Total:
100%