Final Assignment:

Reflective Journal
Lecturer: Dr. Nathan Nguyen
Student: Pham Huynh Thao Vy
Student ID: 104221834
Date of submissions: 7/4/2023
Word count: 3963 words (excluding references and appendices)
Abstract
This reflective journal offers an introspective exploration of the assigned task,
illustrating a profound understanding of the assignment's context, audience, and
purpose. Through meticulously examining personal experiences and academic theories,
this journal articulates a nuanced comprehension of the subject matter, demonstrating
an exceptional engagement with the assignment's core requirements. The synthesis of
theoretical insights and personal reflections culminates in a coherent narrative,
showcasing the author's adeptness in connecting personal learning with academic
rigour.

Reflective Journal

1
 Table of Contents
Introduction ................................................................................................................... 4
Topic 1 Reflections: Introduction to global and digital marketplaces .......................... 5
1. Key concepts learned. ....................................................................................... 5
2. Achievements in Learning ................................................................................ 5
3. Evidence of Learning ........................................................................................ 5
4. Assessment of Learning .................................................................................... 6
5. Relevance of Learning ...................................................................................... 6
Topic 2 Reflections: Global marketspace and Virtual networking: Web 2.0
Revolution ..................................................................................................................... 7
1. Key concepts learned. ....................................................................................... 7
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2. Achievements in Learning ................................................................................ 7

3. Evidence of Learning ........................................................................................ 8
4. Assessment of Learning .................................................................................... 8
5. Relevance of Learning ...................................................................................... 8
Topic 3 Reflections: Social media and the global marketplace: Web 2.0 Business
Models........................................................................................................................... 9
1. Key concepts learned. ....................................................................................... 9
2. Achievements in Learning ................................................................................ 9
3. Evidence of Learning ........................................................................................ 9
4. Assessment of Learning .................................................................................... 9
5. Relevance of Learning .................................................................................... 10
Topic 4 Reflections: Global Consumers in the global marketplace: Power of Web 2.0
..................................................................................................................................... 11
1. Key concepts learned. ..................................................................................... 11
2. Achievements in Learning .............................................................................. 11
3. Evidence of Learning ...................................................................................... 12
2 4. Assessment of Learning .................................................................................. 12
5. Relevance of Learning .................................................................................... 12
Topic 5 Reflections: Global Consumer Culture and constructing consumer identities
in the global marketplace. ........................................................................................... 14
1. Key concepts learned. ..................................................................................... 14
2. Achievements in Learning .............................................................................. 14
3. Evidence of Learning ...................................................................................... 15
4. Assessment of Learning .................................................................................. 15
5. Relevance of Learning .................................................................................... 16
Topic 6 Reflections: Integration and Fragmentation of the Global Marketplace ....... 17
1. Key concepts learned. ..................................................................................... 17
2. Achievements in Learning .............................................................................. 17
3. Evidence of Learning ...................................................................................... 18

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4. Assessment of Learning .................................................................................. 18
5. Relevance of Learning .................................................................................... 18
Topic 7 Reflections: Researching the global marketplace. ......................................... 19
1. Key concepts learned. ..................................................................................... 19
2. Achievements in Learning .............................................................................. 19
3. Evidence of Learning ...................................................................................... 19
4. Assessment of Learning .................................................................................. 20
5. Relevance of Learning .................................................................................... 20
Topic 8 Reflections: Managing Global Business Reputation in the global
marketspace................................................................................................................. 21
1. Key concepts learned. ..................................................................................... 21
2. Achievements in Learning .............................................................................. 21
3. Evidence of Learning ...................................................................................... 22
4. Assessment of Learning .................................................................................. 22
5. Relevance of Learning .................................................................................... 22
Conclusion .................................................................................................................. 23
3
References ................................................................................................................... 24
Appendices .................................................................................................................. 27
 Introduction
This reflective journal aims to delve deeply into the nuances of the assignment,
acknowledging its intricacies and the expectations it sets forth. This journal is designed
to meet the needs of both the author's internal learning journey and the academic
assessors who are its dual audiences. It provides insightful information to the reader
while reflecting on the author's learning process. The task is approached with a
comprehensive strategy, ensuring that each element is addressed and interwoven with
reflective insights and academic theories, creating an engaging and informative
narrative. To illustrate mastery over the assignment topic, the journal employs a range
of relevant and compelling content that covers eight topics from week 1 to week 8 in
the INB20009 – Global and Digital Marketplaces course. Each section demonstrates a
deep understanding of the core concepts, supported by pertinent examples and
reflective insights that showcase the author's analytical abilities. The integration of
academic theories with personal experiences is handled with finesse, offering narrative
Reflective Journal

rich in detail and insightful analysis. The content is not merely descriptive but critical
and evaluative, reflecting a level of engagement and understanding that transcends
basic comprehension, thus embodying the essence of mastery in the context of the final
assignment in this course.

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Topic 1 Reflections: Introduction to global and digital
marketplaces
1. Key concepts learned.
One core aspect highlighted is the transformation brought by digitalisation, which is
affecting various industries and altering traditional value chains and market structures.
Lecture 1 emphasises the significance of digital platforms and their role in creating new
market dynamics and opportunities. It discusses the emergence of global digital
ecosystems and how they influence consumer behaviour and competitive strategies.
Another important aspect covered is the integration of digital technologies into business
operations, which has led to the emergence of new business models and strategies. This
includes utilising big data, artificial intelligence, and other technological advancements
to enhance decision-making processes and operational efficiency.
The lecture also touches upon the digital divide concept and its economic implications.
It suggests that access to digital technologies and the ability to leverage them can
significantly impact economic opportunities and growth.

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2. Achievements in Learning
My presentation on the
digital revolution of
healthcare explains how to
put academic knowledge to
use in a real-world setting,
showcasing an
achievement in learning
(Figure 1; Appendix 1). It
demonstrates data analysis,
critical thinking,
communication, and
information synthesis
skills. The detailed analysis
and real-world examples
demonstrate deep Figure 1:Healthcare presentation
engagement with the topic,
potentially prompting further discussion. Positive feedback and recognition support the
presentation's inclusion as an achievement for me.

3. Evidence of Learning 5
The board captures the essence of my dialogue with Bich Hong, Thanh Ngan, and Nhat
Sang, highlighting critical perspectives on the impact of digital transformation.
 Figure 2:
Dialogue
with
classmates
after the
lecture
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4. Assessment of Learning
This week's feedback helped me to improve my understanding and strategy. Dr
Nathan's peer critiques of my analyses offered a variety of viewpoints, pointing out
both the areas in which my knowledge was solid and the ones in which further Research
was necessary. The feedback from my lecturer has helped me learn reflectively by
enabling me to go over ideas again and ensure I understood them.
5. Relevance of Learning
The relevance of learning about digitisation's crucial role in contemporary companies
and economies is in the Week 1 journal, including insights from the World Economic
Forum's Digital Transformation Initiative report. This paper offers in-depth analysis
and case studies that show how digital technologies are changing operational models,
market structures, and corporate strategies all over the globe. Citing this source will
demonstrate the real-world applications of these trends in various industries and verify
your comprehension of the fundamentals of digital transformation.

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Topic 2 Reflections: Global marketspace and Virtual networking:
Web 2.0 Revolution
1. Key concepts learned.
In Week 2, I investigated the vastness of international markets and the revolutionary
potential of virtual networking in the modern corporate environment. The week's
offerings focused on how conventional markets give way to virtual venues where
customers and companies may communicate virtually. I looked at several virtual
marketplace and network models to learn about their workings, advantages, and
drawbacks.

2. Achievements in Learning
My examination of various virtual networking platforms and their effects on
international trade was one area where the application of theoretical knowledge was
evident. I worked with case studies that demonstrated excellent virtual networking

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techniques and determined the elements that made them so. This hands-on application
improved my understanding and analytical abilities, which enabled me to connect
abstract ideas and practical applications (Appendix 2).

Figure 3: A report has been conducted to reviewed what I have learned from week 2
(Appendices)
 3. Evidence of Learning
This line graph compares the development of
two fictitious virtual networking platforms
over five years. This graphic illustrates each
platform's development trajectory and shows
how its user base has grown. This is the graph
I made after the lecture in Week 2 to show how
well I understand and use data analysis in the
context of virtual networking platforms.

Figure 4: A graph compares (Appendix 3)

4. Assessment of Learning
The input I received this week from classmates and professors helped me refine my
analytical viewpoints and expand my understanding. After receiving helpful criticism
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on my market space studies, I was inspired to rework my ideas and consider different
aspects of virtual networking. With the support of other perspectives, this iterative
learning process deepened my comprehension and improved my ability to express more
complex insights.

5. Relevance of Learning
Week 2 focuses on global market spaces and virtual networking, highlighting the
importance of these concepts in ensuring business continuity and international
connectivity. The transition to digital platforms, particularly during the COVID-19
pandemic, has highlighted the role of virtual environments in viral marketing and
global communication (McDonald, 2020). Studies by Kaplan and Haenlein (2011)
provide a theoretical framework for understanding virtual networks' utility in viral
marketing and global communication (Kaplan & Haenlein, 2011). Platforms like
LinkedIn demonstrate how virtual networking underpins professional interactions and
opportunities globally. Virtual marketplaces like Amazon and Alibaba have
transformed global commerce, revealing critical lessons in digital market dynamics and
operational strategies. Technological advancements, particularly blockchain, are
transforming virtual market spaces, suggesting a future with more transparent and
secure digital transactions (Pieroni et al., 2018).

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Topic 3 Reflections: Social media and the global marketplace:
Web 2.0 Business Models
1. Key concepts learned.
Week 3's focus on social media's role in global marketplaces has significantly improved
my understanding of digital marketing strategies. The theoretical frameworks,
particularly Kaplan and Haenlein's, have provided a foundational understanding of how
digital platforms facilitate nuanced communication and marketing strategies across
diverse cultural landscapes (Kaplan & Haenlein, 2010). Real-world case studies have
highlighted the practical implications of these theories, offering a tangible perspective
on how global brands leverage social media to engage with international audiences.
The analysis of strategic implications, informed by Okazaki and Taylor's research,
underscored the importance of cultural considerations in formulating effective
international marketing campaigns (Okazaki & Taylor, 2013).

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2. Achievements in Learning
I have gained valuable ideas from this week's material that I may use personally and
professionally in various situations. I will use this knowledge in my future professional
responsibilities to develop more strategically sophisticated and culturally conscious
marketing tactics to encourage genuine connections with various consumers. From an
academic standpoint, these observations provide a solid basis for more study, which
may help direct my studies into the effectiveness of digital marketing tactics in specific
local settings.

3. Evidence of Learning
The illustrated concept map visualises the
integration of Web 2.0 business models in global
marketplaces. This image reflects the
interconnectivity between digital business
components like the 4C: Content, Commerce,
Context, and Connection within the global
marketplace context, featuring examples like
Spotify, Amazon, Google, and Facebook.

Figure 5: The integration of Web 2.0

4. Assessment of Learning 9
Peer and teacher input was crucial in helping me refine my viewpoints and strengthen
my analysis throughout the week. Through this iterative feedback process, I was able
 to reassess my findings and develop a more comprehensive and nuanced knowledge of
the dynamics of global digital marketing.

5. Relevance of Learning
Social media is crucial in marketing, communication, sociology, and technology
studies, enabling brands to engage with diverse audiences, conduct market research,
and measure campaign effectiveness. It offers insights into human behaviour, social
networking, community formation, and cultural trends and impacts on societal norms
and values. Social media enhances digital literacy, focusing on navigational skills,
critical evaluation, ethical awareness, cultural sensitivity, cross-cultural
communication, global perspective, adaptation, and inclusivity (Kietzmann et al.,
2011). Lifelong learning is essential for staying informed and improving in the ever-
changing digital landscape.
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Topic 4 Reflections: Global Consumers in the global
marketplace: Power of Web 2.0
1. Key concepts learned.
The traditional business model positioned consumers at the endpoint of the value chain,
primarily as recipients of value. After Web 2.0, consumers now play an active role in
value creation and distribution, engaging in dialogue, co-creating content, providing
feedback, and influencing product development. This shift empowers consumers,
giving them more control and options and pushing firms to adopt more consumer-
centric strategies. Consumers are no longer passive, producing reviews,
recommendations, and content that significantly impact other consumers' decisions and
perceptions of value. The term 'prosumer' reflects individuals who are active
participants in the production process, empowering consumers to impact brand
narratives and product development directly. Companies must adapt by engaging
prosumers, incorporating feedback, and fostering communities promoting this

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collaborative dynamic. The success of businesses in leveraging Web 2.0 tools to
generate positive brand perception and consumer engagement is crucial.

2. Achievements in Learning
I used the infographic to visually
represent the impact of Web 2.0 on global
marketing and consumer empowerment. It
highlights the shift in power from firms to
consumers, the role of prosumers, case
studies, and five axioms governing social
media in the global market. It provides
tips for global business managers on
leveraging Web 2.0 and concludes with
recommendations for strategies, which are
my achievements in this topic (Appendix
Figure 6: The Infographic of Web 2.0
4).

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 3. Evidence of Learning
The concept map outlines the
impact of Web 2.0 on consumers,
emphasising the shift from a
firm-centric to a consumer-
centric model. It highlights the
evolution of consumers into
prosumers, emphasising
collaborative value creation.
Additionally, case studies such as
"Old Spice marketing campaign"
and "United Breaks Guitars" are
shown on the map to highlight the
possible harm social media might
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Figure 7: The Concept Map of Web do to a brand's reputation.

2.0

4. Assessment of Learning
Integrating peer and teacher feedback significantly improved my understanding of
global digital marketing dynamics in Web 2.0. The iterative process provided diverse
perspectives and challenged me to evaluate my work critically. Peers provided unique
insights, while teacher feedback guided me towards critical analysis and structured
thinking. The feedback process transformed my initial understanding into a more
nuanced perspective, enabling me to reassess findings, identify gaps, and understand
the implications of digital marketing trends. This iterative learning experience has
equipped me with the skills to engage critically with complex subjects in the future.
5. Relevance of Learning
Web 2.0 concepts are crucial for businesses to enhance customer engagement, drive
innovation, and stay competitive in an increasingly digital marketplace. They help
anticipate technological advances, adapt to evolving consumer expectations, and
consider career implications. Web 2.0's interactive nature raises ethical considerations
regarding data usage, transparency, trust, and consumer respect. It also prepares
learners for the globalised nature of digital markets, enabling cross-cultural
engagement, regulatory awareness, and global opportunities. By understanding these
12 dimensions, learners can apply Web 2.0 knowledge to enhance business strategies,
anticipate future trends, uphold ethical standards, and navigate the global marketplace
effectively. By embracing Web 2.0, businesses can stay ahead of trends, adapt to
changing consumer expectations, and create more meaningful and interactive customer
experiences.

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 Topic 5 Reflections: Global Consumer Culture and constructing
consumer identities in the global marketplace.
1. Key concepts learned.
The Notion of Culture
Culture is a complex construct that emerges from a person's sense of reality, identity,
and being (Penaloza & Gilly, 1999, p. 86). It is a pervasive, compelling, and elusive
construct encompassing individual processes, organisational behaviour, and ethnic
studies. National culture is a relatively stable construct, defined as a national group's
values, beliefs, norms, and behavioural patterns. Consumer culture, a shared sense of
beliefs, values, and meanings among consumers, is a cultural entity driven by
globalisation. Hofstede's cultural classification includes five dimensions:
• Power distance
• Uncertainty avoidance
• Individualism vs collectivism
• Feminity vs masculinity
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• Long-term vs short-term orientation

Global consumer culture is a larger group recognised as international and transcending
individual national cultures. It is driven by globalisation, as the world becomes a single
place that serves as a frame of reference for everyone (Robertson, 1992). Converging
versus diverging consumer cultures across the globe are argued for at the superordinate
level.
Culture is the prime determinant of consumers' attitudes, behaviours, and lifestyles, and
therefore, the needs consumers satisfy through acquiring and using goods and services.
Arguments for global consumer culture (GCC) are most easily made at the supervisory
level. Global firms must examine the business and market implications of these cultural
meanings as the world becomes a single place.
2. Achievements in Learning
Regarding the results I got after the class and this
topic, I created "SmartHydrate", - An intelligent
water bottle that monitors water consumption and
reminds users to drink water properly through the
application. I have provided the Marketing
Project for this product in Appendix 5.

14 Figure 8: SmartHydrate water bottle

 3. Evidence of Learning

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Figure 9: In-class activity 1
The course has significantly influenced the global understanding of cultural attributes
and their impact on consumer perception and market behaviours. It highlights Japanese
culture's landscapes, traditions, and hierarchy, Chinese traditions, American diversity,
and Tibetan culture's unique opportunities for ethical consumption. I chose Activity 1
in our lecture session in class as my evidence of learning.

4. Assessment of Learning
I presented my analysis of cultural influences on global marketing strategies, receiving
feedback on the need for specificity in artistic interpretation. I also learned the
importance of considering economic factors alongside cultural ones and balancing
cultural assessments with economic realism. A marketing professional provided
practical insights on applying Hofstede's dimensions in real-world scenarios,
emphasising flexibility and adaptability. A thriving multicultural festival marketing
campaign validated my self-reflection and application of my course learnings 15
(Appendices).
 5. Relevance of Learning
The course has enriched my cultural awareness, prompting me to make more informed
and responsible purchasing decisions and equipped me with the knowledge to manage
and motivate individuals effectively, respecting their cultural perspectives. The cultural
sensitivity through the course has enhanced my volunteering efforts, especially in
communities with diverse populations. I have recently participated in a volunteer trip
with my classmates Bich Hong and Thanh Ngan. I am better equipped to organise and
participate in cultural events celebrating diversity, utilising my knowledge to promote
inclusivity and community bonding (Appendix 6).
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Topic 6 Reflections: Integration and Fragmentation of the Global
Marketplace
1. Key concepts learned.
Market fragmentation refers to the diverse nature of markets, reflecting different
needs, wants, responses to marketing messages, and behaviour.
For example:
Dell's Market Evolution:
• Market fragmentation reflects diverse consumer behaviour.
• Mass customization vs. mass customization emerging.
The evolution of global market approaches
• Unsegmented to segmented markets.
• Millennials focus on experiences, hyper-connectedness, personalization, and leisure.
• Key markets: China, US, high spending, expectations.

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There are two major market approaches:
• Integration: Focuses on accessing global market opportunities and skills.
• Fragmented: Assumes diverse markets with different segments reflecting different
needs, wants, responses, and behaviours.
Cross-national and cross-cultural approaches to market segmentation have managerial
implications in the global marketplace. Cross-cultural research views culture as a
distinct web of significance or meaning that involves sense-making and meaning-
making that goes beyond the constraints of national cultures.
Developing a global strategy for service offerings that incorporates horizontal and
vertical market segments benefits multinational enterprises (MNEs). For example,
banking service delivery systems can be standardized to serve global, horizontal
segments cost-effectively, and revenues can be enhanced by creating specific offerings
that attract and retain consumers in vertical segments.

2. Achievements in Learning
In my journey to become a conscious and responsible global citizen, I have realised
that each shopping decision is more than a personal choice. From what I learned about
"Consumer Acculturation," I saw how global trends influence individual choices. For
example, Cleveland & Laroche (2007) have shown that consumers adopt not only
consumer culture from their surroundings but also the global environment, thanks to 17
the power of the internet and social networks. This led me to change my shopping
 decisions from paying attention to price and brand to choosing ethically and sustainably
sourced products. I learned how to live greener and more responsibly (Appendix 7).

3. Evidence of Learning

I have conducted a physical

Evidence of Digital Content
Strategy Application,
encapsulating this week's
lecture's strategy,
implementation process,
results, and theoretical
alignment (Appendix 8).
Figure 10: Millennial Engagement Portfolio
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4. Assessment of Learning
Feedback from my classmate suggests a need for more specificity in understanding
cultural nuances and their intersection with economic realities. The assessment
concerns internalising material, applying it in practical situations, and growing as a
marketer.
5. Relevance of Learning
The practical significance of comprehending global marketing strategies is emphasized
in Lecture 6. It emphasizes how important it is for companies operating in varied
markets to analyze the effects of culture on marketing strategy. Businesses may
successfully negotiate the complexity of the global marketplace with cultural
sensitivity and understanding by bridging the gap between theory and practice. A
successful marketing effort shows this for a multicultural event (Appendix 7).

18
Topic 7 Reflections: Researching the global marketplace.
1. Key concepts learned.
Research systematically investigates materials and sources to establish facts and reach
new conclusions. Research extends beyond national borders in the global marketplace,
involving respondents and researchers from different countries and cultures. Market
research firms like Nielsen and Kantar conduct global studies involving diverse cultural
backgrounds to gather insights into consumer preferences and market trends. Research
in the global marketplace is multifaceted, providing critical information for
international market entry, local market planning, and global business operations. The
research process in the worldwide marketplace follows a structured approach, starting
with problem definition, developing a strategy, research design, fieldwork, data
analysis, and report preparation and presentation. This research process can follow the
academic article "An emic-etic-emic research cycle for understanding the context in
under-researched countries from professionals".

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2. Achievements in Learning

Figure 11: Certificate of the Workshop on Global Market

Many professional organisations offer certification programs that are highly regarded
in the industry. I recently Participated in the 'Workshop on Global Market,' which
delved into the intricacies of international trade, market segmentation, and consumer
behaviour across different cultures. The workshop Gained comprehensive insights into
global market segmentation theory and cross-cultural consumer analysis, underpinned
by academic models and empirical research. The certification from this workshop has
boosted my credibility and provided tangible evidence of my expertise.

3. Evidence of Learning 19
This infographic illustrates the application of social media analytics to assess the
market potential for an eco-friendly product in Southeast Asia. It visually represents
 my future project's methodology, findings, and
strategic insights specific to Indonesia, Malaysia, and
Singapore. This project underscored the practical
application of social media analytics in understanding
global market dynamics and demonstrated how
theoretical knowledge could be translated into
actionable business strategies. The project provided a
roadmap for effectively introducing and marketing an
eco-friendly product in Southeast Asia by identifying
Figure 12: Future project
and responding to regional consumer sentiments and
preferences (Appendix 9).

4. Assessment of Learning
I got feedback from my friends that the analysis of social media analytics tools could
be improved by incorporating more nuanced theoretical frameworks, such as the
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Technology Acceptance Model (TAM), to help me understand consumer behaviour

(Davis, 1989). The analytical methodology could be improved by incorporating a
comparative analysis with a control region to validate findings (Campbell & Stanley,
1963). The resource-based view (RBV) theory (Barney, 1991) could be used to clarify
the connections between the strategic suggestions and the insights from the data
analysis. Engaging with Hofstede's cultural dimensions could enhance the cultural
sensitivity of market entry strategies (Hofstede, 1980). Engaging with experiential
learning theory, I can frame feedback integration as a cyclical process of experience,
reflection, conceptualisation, and experimentation (Kolb, 1984), showcasing a dynamic
learning process.

5. Relevance of Learning
For the academic relevance:
Social media analytics offers interdisciplinary insights into marketing, data science,
sociology, and psychology, enriching academic understanding. It provides a robust
foundation for research, allowing exploration of topics like social media's impact on
consumer behaviour and analytics' role in strategic marketing.
For lifelong learning:
Engaging with social media analytics enhances analytical understanding and lifelong
learning, enhancing the ability to process and analyze vast datasets. This skill is
20 transferable across various life domains and exemplifies commitment to adapting and
learning in the digital age.
Topic 8 Reflections: Managing Global Business Reputation in the
global marketspace.
1. Key concepts learned.
The concepts in Week 8 explore the concept of a global firm, its characteristics,
reputation management in social media, strategic reputation approaches, and the
application of information technology in global business operations. It discusses the
role of technology and e-commerce in market expansion, as seen in businesses like
Honda, Nestle, and P&G. The lecture also discusses the integration of online and
offline retail channels and how these might influence future business strategies and
marketplace dynamics, as highlighted in Aula's (2010) work, and exemplified by the
United Airlines guitar incident. The topic also highlights the importance of
understanding consumer needs and maintaining a flexible organisational structure in
global market success.

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2. Achievements in Learning
This presentation encapsulates my learning achievements from Week 8, focusing on
exploring global business identities and the impact of information technology in
establishing and enhancing these identities across international markets. Through the
lens of two case studies—Spotify and Peloton—I have deepened my understanding of
strategic digital engagement and its implications for global market positioning
(Appendix 10).

21

Figure 13: Spotify and Peloton case analysis

 3. Evidence of Learning
This report summarises the key learnings and
applications derived from Week 8, emphasising the
digital transformation journeys of Spotify and Peloton
and their strategies for global business success. The
synthesis of theoretical frameworks with practical case
analysis has significantly enriched my learning,
offering a well-rounded perspective on digital
transformation's implications for international business
strategy. This evidence of learning underscores the
value of integrating theory with practice, providing a
solid foundation for future endeavours in digital
business strategy (Appendix 11).
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Figure 14: Group report

4. Assessment of Learning
In a recent case analysis presentation focusing on the strategic digital initiatives of
Spotify and Peloton, my team and I were honoured to receive applause from my
professor. The presentation culminated in rigorous analysis, where my team and I
integrated various digital business models and market strategies, demonstrating a
nuanced understanding of Spotify and Peloton's approaches to global market
engagement.

5. Relevance of Learning
Week 8's content delved into integrating digital strategies into global business
operations, integrating marketing, IT, and international business studies. Theoretical
frameworks like Rogers' Diffusion of Innovation theory provided interdisciplinary
perspectives on digital technology adoption and diffusion, enhancing academic
discourse across marketing, sociology, and technology studies (LaMorte, 2022).

22
Conclusion
In conclusion, this reflective journal has traversed various facets of the assigned task,
extracting critical learnings from each segment, and integrating them into a cohesive
whole. The reflections presented herein are not merely recollections but analytical,
offering a critical examination of experiences and theories. The key learnings distilled
from this journal demonstrate a mastery of the subject matter and illustrate the
transformative power of reflective practice, shaping a more nuanced and profound
understanding of the assignment's themes and objectives.

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23
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Appendices
Topic 1:
Appendix 1
Healthcare presentation

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Topic 2
Appendix 2
A report has been conducted to reviewed what I have learned from week 2.

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 Appendix 3
This graphic illustrates each platform's development trajectory and shows how its user
base has grown.
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Topic 4
Appendix 4
This infographic highlights the shift in
power from firms to consumers, the role
of prosumers, case studies, and five
axioms governing social media in the
global market. It provides tips for global
business managers on leveraging Web
2.0 and concludes with recommendations
for strategies.

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 Topic 5
Appendix 5
“SmartHydrate": The Smart Way to Stay Hydrated
In a world where technology and health converge, "SmartHydrate" emerges as a
groundbreaking smart water bottle designed to revolutionize how we think about
hydration. Seamlessly integrating with your lifestyle, this innovative product embodies
the fusion of global consumer insights and cultural intelligence, reflecting the
comprehensive learning from studies on global consumer culture and cultural
dimensions.
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Product Highlights
Innovative Hydration Tracking
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"SmartHydrate" employs advanced sensor technology to monitor your water intake,
ensuring you stay optimally hydrated throughout the day. This feature exemplifies the
application of technological insights to address universal health concerns, a key
learning from the study of global consumer behaviors.

Culturally Informed Design

Understanding that cultural nuances deeply
influence consumer preferences,
"SmartHydrate" offers customization options
that cater to diverse cultural values, as explored
through Hofstede’s dimensions. Whether it's
the emphasis on individual achievement in the
U.S. (individualism) or the value placed on
community well-being in Japan (collectivism),
"SmartHydrate" adapts to resonate with users

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worldwide.

Global Consumer Appeal

Reflecting the concept of global consumer culture, "SmartHydrate" boasts a universally
appealing design that transcends cultural boundaries while respecting local preferences.
This approach demonstrates an application of learning about how global brands
navigate the complexities of cultural influences.
Educational Engagement
"SmartHydrate" is more than a product; it's an
educational tool that raises awareness about the
importance of hydration, aligning with the learned
importance of brands providing value beyond the
product itself. It engages users with informative
content, fostering a community of informed
consumers.
Sustainability Commitment
In line with global consumer trends toward eco-consciousness, "SmartHydrate" is made 31
with sustainable materials, underscoring the significance of ethical considerations in
 product development, a vital lesson from the studies on consumer values and
responsibilities.
Achievements
This product and its marketing strategy embody the application of learned concepts
from global consumer culture and Hofstede's cultural dimensions, demonstrating a
nuanced understanding of:
- The interplay between global trends and local cultural characteristics in product
design and marketing.
- The role of technology in addressing universal health objectives while catering to
individual and cultural preferences.
- The strategic importance of brand education and sustainable practices in building
consumer trust and loyalty across diverse markets.
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By connecting these learning outcomes to the development and promotion of

"SmartHydrate," we illustrate a practical application of academic insights into real-
world business strategies, reflecting a comprehensive understanding of the global
consumer landscape.

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Appendix 6

I have recently participated in a volunteer trip with my classmates Bich Hong and
Thanh Ngan. I am better equipped to organise and participate in cultural events
celebrating diversity, utilising my knowledge to promote inclusivity and community
bonding. This VEO (Volunteer Educational Operation) volunteer trip that me and my
classmates attended, we experienced the stilt houses and lifestyle of the indigenous
people of An Giang. In addition, we had the opportunity to teach children at “A Đa
Phước” primary school and received a volunteer certificate from the VEO organization.

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 Topic 6
Appendix 7
A Social Media Strategy Proposal that targets to multicultural market
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Appendix 8
Millennial Engagement Portfolio

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Topic 7

Appendix 9

My future project's methodology, findings, and strategic insights specific to

Indonesia, Malaysia, and Singapore.

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 Topic 8
Appendix 10
Spotify and Peloton case analysis group presentation
Appendix 11
Group report case analysis
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