This course will prepare students to market across borders. The course begins with an in-depth global environmental analysis and examines approaches to operating in an increasingly interconnected world. The course also addresses new challenges in managing global marketing, such as building global brands and communication strategies.
Specific topics include the rationale for international marketing; marketing issues related to international economic, financial political, legal, cultural and information technology environments; international marketing research; market selection and entry; product adaptation for international markets, promotion, pricing and distribution in international markets; channel selection and alliances; and strategic issues in international marketing.
A signature assessment task of this course is a Marketing Business Plan that students are required to develop for a local business looking to expand overseas.
Learning Outcomes
Upon successful completion, students will have the knowledge and skills to:
- Classify strategies for entering export markets from extant knowledge and research;
- Apply core theoretical concepts in international marketing to find practical solutions to the constraints of small businesses;
- Differentiate the merits of varied solutions in the profession of marketing and business development;
- Synthesise feedback obtained from real-world critique and evidence gathered from different sources to address problems related to international marketing;
- Propose revised strategies and marketing communications to enter diverse international markets and leverage the firm’s competitive advantage on a global scale;
- Improve professional experience through an evidence-based approach to decision-making in the domain of international marketing;
- Reflect on the significance of international marketing in the future direction of global business developments; and
- Evaluate the combined influence of global firms and globalisation on both the national and international arenas.
Research-Led Teaching
Students will gain learning from contemporary knowledge related to export planning and developing a market expansion plan for a firm in a global context. This subject also applies evidenced based management to ensure the quality of industry reports are well researched and supported. This course will be available for in-person participation only.
Field Trips
N/A
Additional Course Costs
N/A
Examination Material or equipment
There is no formal examination for this course.
The reflection is the final assessment for this course.
Required Resources
N/A
Recommended Resources
There is no required textbook. The course Wattle site will contain further advice about other resources that may be useful (without additional costs).
Staff Feedback
Students will be given feedback in the following forms in this course:
- Written comments
- Verbal comments
- Feedback to the whole class, to groups, and to individuals
Student Feedback
ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.Other Information
The International Business Plan, which forms part of the ANU International Business Plan (IBP) Competition, is an integral component of the course. The competition is implemented as a form of work integrated learning, providing students with a unique and authentic learning experience over the entire semester: a deep dive into what it is like working closely with real Australian SMEs in growing their export potential. The competition is supported by a number of external stakeholders including the ACT Government, Canberra Business Chamber, Canberra Innovation Network, TradeStart and the numerous companies involved.
As aforementioned, the principal objective of the IBP Competition is to give students a taste of what it is like to work as a professional consultant for "live" Australian businesses. Each live client will have multiple teams competing to prepare the best export market expansion plan for them. Students, working in competing teams of no more than 5 members per team, will undertake market screening exercises and identify the best and newest foreign market for an enterprise to expand into. Teams will then propose a suitable market entry strategy and a comprehensive set of international marketing mix elements for the firm.
At the end of the semester, teams will make professional presentations to their designated clients and their peers via a series of conference-style sessions. Each industry client will select their best team based on the final reports and presentations. The winner for each client will be named a Finalist of the competition and invited to participate in a final pitch. The overall winner of the competition is selected by a panel comprised of academic and industry judges.
Members of the overall winning team of the competition will share the ACT Government Office of International Engagement Prize (see: ACT Government Office of International Engagement Prize - ANU).
In this competition, students are expected to attend a series of events, including:
- All students are to attend the networking event for the competition at 6pm on Friday 9 August
- Student teams for each client are to attend their allocated project presentation session in the week commencing Monday 21 October
- Finalists are to attend the final project pitch on Thursday 31 October
- Competition winners are to attend the award reception on Friday 1 November
Class Schedule
| Week/Session | Summary of Activities | Assessment |
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| 1 | Getting ready for export: An introductionThe Competition: Group formation and client allocation | Introduction to the world of global business planning as well as the competition, including team selection. |
| 2 | Venturing overseas: Knowing your clients |
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| 3 | Entry decisions: International market screening and analysis |
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| 4 | Entry decisions: International market screening analysis (cont.) |
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| 5 | Entry decisions: Target market |
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| 6 | Looking ahead: Options for market entry strategyBuilding international identity: Positioning strategies |
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| 7 | Marketing mix tactics: Product and branding | Tactics related to product and branding Weekly team submission task: Market entry strategies and positioning strategy |
| 8 | Marketing mix tactics: Distribution | Tactics related to distribution Weekly team submission task: Product strategy and branding strategy |
| 9 | Marketing mix tactics: Communications | Tactics related to communicationsWeekly team submission task: Distribution strategy |
| 10 | Marketing mix tactics: PricingImplementation plan and future viability |
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| 11 | Preparing for the competitive presentations | Presentation skills and techniques Final International Business Plan due: Wednesday 16 October @ 9am AEST |
| 12 | Competitive Presentations of International Business Plans to ClientsAnnouncement of Best International Business Plans and Finalists for the ACT Government Office of International Engagement Prize | The time has come to present your international business plan to your client - your team will be allocated a dedicated presentation session during the week (all teams present to their clients).In the workshop this week (3-5pm), we will announce the winning team for each client and Finalists for the ACT Government Office of International Engagement Prize. In the lecture (5-6pm), we will discuss the final video reflection. |
| 13 | Final pitches for the ACT Government Office of International Engagement Prize (optional; for winning teams of the clients only)Award ceremony | Winning teams for the clients compete in front of expert judges to see who wins the overall competition on Thursday 31 October. The overall winning team will be awarded the ACT Government Office of International Engagement Prize (see: ACT Government Office of International Engagement Prize - ANU).Awards Ceremony: Friday 1 November at 5pm in the Fred Gruen Economics Seminar Room, Level 1, H. W. Arndt Building 25A, Kingsley Street. |
Tutorial Registration
Interactive workshops run from Week 1. ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities/tutorials so they can better plan their time. Find out more on the Timetable webpage.
The weekly workshops are part of the 3 hour seminars, no signup is required.
Assessment Summary
| Assessment task | Value | Due Date | Return of assessment | Learning Outcomes |
|---|---|---|---|---|
| Workshop participation (5%) | 5 % | * | * | 1,2,3,4,5,8 |
| Individual Market Screening and Evaluation (10%) | 10 % | 14/08/2024 | 28/08/2024 | 2,3 |
| International Business Plan Draft (15%) | 15 % | 05/09/2024 | 20/09/2024 | 1,2,3,4,8 |
| Final International Business Plan (40%) | 40 % | 16/10/2024 | 25/10/2024 | 1,2,3,4,5,6,7,8 |
| Client Evaluation of the Project Team (10%) | 10 % | 21/10/2024 | 25/10/2024 | 1,2,3,4,5,8 |
| Competitive Group Presentation for the International Business Plan (10%) | 10 % | 21/10/2024 | 28/11/2024 | 1,2,3,4,5,6,7,8 |
| Final Reflection (10%) | 10 % | 04/11/2024 | 28/11/2024 | 4,6,7,8 |
* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details
Policies
ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:
- Student Assessment (Coursework) Policy and Procedure
- Special Assessment Consideration Policy and General Information
- Student Surveys and Evaluations
- Deferred Examinations
- Student Complaint Resolution Policy and Procedure
Assessment Requirements
The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.Moderation of Assessment
Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.Participation
The classes will be in-person only. Attendance at lectures and workshops, while not compulsory, is expected in line with 'Code of Practice for Teaching and Learning', Clause 2 paragraph (b). Participation in all classes and assessments will ensure students' attainment of learning outcomes and progression in developing the International Business Plans for their clients.
Examination(s)
There is no formal examination for this course.
Assessment Task 1
Learning Outcomes: 1,2,3,4,5,8
Workshop participation (5%)
Students are expected to attend and participate in all workshops. Your participation will be assessed from Week 2 workshop to Week 11 workshop. The workshop content and activities are vital such that students have the opportunity to obtain feedback about their progress in preparing international business plans for their clients and achieve the learning outcomes.
The written evidence for participation will be the weekly progress submissions from each team. Individual students will be required to actively participate in the in-class discussions about their work contribution and respond to questions from the tutors and lecturers.
Assessment Task 2
Learning Outcomes: 2,3
Individual Market Screening and Evaluation (10%)
This assignment takes the form of a short brief about your selection criteria for potential markets and assessment of one potential market.
Word limit
No more than 1,000 words, plus references. Any portion in excess of the word limit will not be read and marked.
Value
10%
Due date
Wednesday 14 August (Week 4), 9am AEST
Return date
Wednesday 28 August (Week 6)
Content requirement
This assessment asks each individual student to identify and justify 3 market selection criteria they would use to assess the prospective international markets for their client. With supporting information and data, each student then applies these 3 criteria and assesses one prospective market that the team has identified as potentially worth targeting. Based on their assessment, student explains whether the attractiveness of such prospective market is low, medium, or high.
No two students should have identical market selection criteria. It is critical that students provide the rationale for their choices of market selection criteria and justification for the type(s) and source(s) of supporting information and data.
Suggested structure
You have complete freedom to design the structure of your submission.
Presentation requirements
- 1.5 line spacing
- You can use tables and figures/charts to illustrate your points
- Any reference type is acceptable so long as it is consistent. Failure to reference and acknowledge the source will be interpreted as plagiarism which is a serious offence.
- Use headings and sub-headings where you see fit.
- Do NOT use appendices, bullet points, or speaking language.
- NO Wikipedia
- Illegible writing will be penalised.
Submission requirements
Online, through the Turnitin link specified on Wattle
NO assignment coversheet
Marking criteria
A marking rubric will be made available on Wattle in Week 2 for your reference.
Assessment Task 3
Assessment Task 3
Learning Outcomes: 1,2,3,4,8
International Business Plan Draft (15%)
The main purpose of the draft submission is to make sure students have made reasonable progress, and to provide each team with detailed feedback on their writing.
Word limit
Up to 20 pages of report content (1.5 line spacing, including tables and figures within the report sections), excluding cover page, table of contents, applicable list of references, and maximum 5 pages of appendices. Any portion in excess of the 20-page limit of report content and 5-page limit of appendices will not be read and marked.
Value
15%
Due date
Thursday 5 September (during the mid-semester break) at 9am AEST
Return date
Friday 20 September (Week 7)
Content
The content of the draft includes key sections of the plan (discussed in class) up to and including the market size. Drafts should incorporate the comments and feedback on the weekly submissions from the teaching team as well as from the clients.
Suggested structure
Please follow the suggested report structure specified in class
Presentation requirements
The submission should comply with the presentation requirements for the final International Business Plan. Doing this right for the Draft will save you a significant amount of time at the end of the semester for the final submission.
The report body should:
- Be formatted to 1.5 line spacing, utilising footnotes or Endnote referencing system only (NO in-text referencing in this report).
- Have a good usage of diagrams, tables and figures to illustrate and support arguments.
Submission requirements
Online through Turnitin.
Marking criteria
Assessment of the project draft will be based on criteria specified in a marking rubric. The marking rubric will be published on Wattle in Week 2 of the Semester
Individual grade
Grade for each student will be assessed based on evaluations by the rest of the team members. Each student will be asked to evaluate the performance of their team members in terms of their effort and quality of work.
Assessment Task 4
Learning Outcomes: 1,2,3,4,5,6,7,8
Final International Business Plan (40%)
This submission will significantly determine the winners for each industry client.
Word limit
Up to 40 pages of report content (1.5 line spacing, including tables and figures within the report sections), excluding cover page, synopsis, disclaimer, acknowledgements, table of contents, applicable list of references, and maximum 10 pages of appendices. Any portion in excess of the 40-page limit of report content and 10-page limit of appendices will not be read and marked.
Value
40%
Due date
Wednesday 16 October at 9am AEST (Week 11)
Return date
Friday 25 October (Week 12)
Content
A good report should demonstrate:
- Applications of relevant export, trade and marketing theories and concepts,
- Deep and comprehensive thinking by the project team,
- Recommendations that are realistic and implementable,
- Good research drawing on data from a variety of sources,
- Cohesiveness with equal contribution amongst members,
- Clear linkage between different sections, without repetitions of information and arguments, and
- Insightful and convincing arguments.
Suggested structure
Final submissions should follow the suggested structure provided in class and on Wattle.
Presentation requirements
The submission is to be a professional management report, with a cover page, disclaimer, acknowledgements, synopsis, table of content, report body, reference list, and appendices.
The report body should:
- Be formatted to 1.5 line spacing, utilising footnotes or Endnote referencing system only (NO in-text referencing in this report).
- Have a good usage of diagrams, tables and figures to illustrate and support arguments.
Submission requirements
Online, through Turnitin. You also need to provide one bound copy to the client on the day of your project presentation.
Marking criteria
Marks are awarded for different sections of the report, as well as for overall presentation of the work, writing, and referencing. The marking rubric will be published on Wattle in Week 2 of the Semester.
Individual grade
Grade for each student will be assessed based on evaluations by the rest of the team members. Each student will be asked to assess the performance of their team members in terms of their effort and quality of work.
Assessment Task 5
Learning Outcomes: 1,2,3,4,5,8
Client Evaluation of the Project Team (10%)
Value
10%
Due date
During the week commencing 21 October
Return date
Friday 25 October (Week 12)
Content
In the competition, students will interact with representatives of the client firms on a regular basis. This assessment aims to obtain an evaluation of each team’s performance throughout the semester, from the perspective of the clients.
Evaluation criteria
Each team will be assessed based on:
- Professionalism
- Communication skills
- Quality of presentation
- Ability of respond to questions
- Value of recommendations
The marking rubric will be published on Wattle in Week 2 of the Semester.
Assessment Task 6
Learning Outcomes: 1,2,3,4,5,6,7,8
Competitive Group Presentation for the International Business Plan (10%)
This assessment aims to test the students’ skills in communicating the project outcomes as a team to their peers and live business clients.
Time
10 minutes presentation + 15 minutes for Q&A
Value
10%
Due date (during Week 12)
Taking place during the week commencing 21 October. The exact time slot, venue, and order of presentation will be determined and announced in due course (both in class and on Wattle).
Return date
Grades will be shown on Wattle on 28 November after the final course results are published.
Content
Students are to make professional presentations to their audience with the following content:
1. Introduction of the group
2. Justification of the new international market destination and choice of key target market
3. Short-term market entry strategy
4. Two most interesting components of the proposed marketing mix elements
5. Conclusion
Suggested structure
The lecturer(s) will chair the presentation and discussion sessions. After each presentation, representatives from the client firms will comment on the quality of the presentation, the project recommendations, and ask follow-up questions. All individual group members must participate in the presentation and the subsequent Q&A session.
Presentation requirements
Students will present in business attire and must remain for the entire presentation block for their client. Presentations can be made using any visual form of media in person and a clicker will be provided.
Marking criteria
The presentations will be assessed based on:
- Content coverage, creativity, quality and clarity
- Delivery
- Impact
- Question handling
- Time control.
Although this is a group presentation, team members will receive individual grades based on the quality of their presentation and responses to the questions from clients and lecturers. The marking rubric will be published on Wattle in Week 2 of the Semester.
Assessment Task 7
Learning Outcomes: 4,6,7,8
Final Reflection (10%)
This assessment requires 3-minute video submission on (i) a critical reflection on your own performance through the competition and (ii) your take-away lessons from having worked with others and completed this course.
Video limit
No more than 3 minutes. Any portion in excess of the video length will not be viewed and marked.
Value
10%
Due date
Monday 4 November, at 9am AEST
Return date
Thursday 28 November
Content requirement
As part of this course, you were asked to take notes and observe and reflect on your learnings.
- You are asked to critically assess your own performance in the group project. To what extent do the peer assessments given to you by the team members fairly reflect your efforts and quality of your work? What new things have you learned about yourself? What would you have done differently in hindsight?
- You are also asked to assess your team's overall performance. This is not about pulling down others but should be a real appraisal of the group. How did other team members contribute to the project, both positively and negatively? What did you learn from the perceived strengths and shortfalls of your team members?
- What are some other key learnings you have gained from undertaking this course? How will you take advantage of the knowledge and skills gained from this course for your future professional career?
Video requirements
- mp4 video only
- No more than 3 minutes
- No slides
Submission requirements
Online, through the Turnitin link specified on Wattle
Marking criteria
A marking rubric will be made available on Wattle for your reference at least 2 weeks before the due date.
Academic Integrity
Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.Online Submission
The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.Hardcopy Submission
For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.Late Submission
Late submission of assessment tasks without an approved extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item.
All requests for extensions to assessment in RSM courses must be submitted through the CBE extension request portal: CBE Assessment Extension Request Form. Further information on this process can be found at https://rsm.anu.edu.au/study/students/extension-application-procedure
Referencing Requirements
Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.Returning Assignments
Please see relevant assessment task details.
Extensions and Penalties
Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.Resubmission of Assignments
Unless specified otherwise in the assessment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.
Privacy Notice
The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.Distribution of grades policy
Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.Support for students
The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).
- ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
- ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
- ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
- ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
- ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
- ANUSA supports and represents undergraduate and ANU College students
Convener
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Research InterestsInternational relationship management; service delivery |
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Prof Vinh Lu
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Instructor
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Alexander Tietge
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Tutor
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Daniel Muller
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Tutor
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Research InterestsInternational relationship management; service delivery |
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Iris WANG
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Tutor
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Research InterestsInternational relationship management; service delivery |
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Mark Shaw
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