Do you want to apply theories into real business practice ... · Individual Weekly LO1, LO2, LO3, LO4, LO5 2. Assignment 1 2.1. Project draft 2.2. Final plan 2.3. Project presentation

1 | T H E A U S T R A L I A N N A T I O N A L U N I V E R S I T Y

Research School of Management

The Australian National University ACT 0200 Tel: 02 6125 6737, 02 6125 9839 Fax: 02 6125 9982 Email: [email protected]

Student Room 1088 Office: LF Crisp Building 26

ANU Campus Map (map GH32) http://tinyurl.com/9n8xgd8

College of Business and Economics

The Australian National University ACT 0200 Tel: International +61 2 6125 3807 Within Australia: 1300 732 120 (local call cost only) Fax: International: +61 2 6125 0744 Within Australia: 02 6125 0744 Student Level 2 Office: Building 26C

Students with enquiries about program (degree) requirements should contact the College office; enquiries about course administration (subjects) are normally handled by the relevant Research School.

[MKTG7035]

[GLOBAL MARKETING] Semester 2, 2013

If the answer is YES, welcome aboard! Dr Vinh Lu and his dedicated teaching team are here to share a nice journey with you to discover how your global marketing knowledge can be applied in a practical business setting.

A special feature of this course is the International Business Plan Competition, in which students partake in professional consultancy projects for live clients. These ‘clients’ are Australian SMEs wishing to expand their business operations into new international markets. The best teams will be rewarded with certificates of excellence, dinners and potential internships.

Do you want to apply theories into real business practice?

Do you want to work with amazing firms in Sydney and Canberra, interact with their top executives, and maybe make a difference to them?

Are you willing to work hard in exchange for a deeply rewarding experience?

mailto:[email protected]://campusmap.anu.edu.au/displaybldg.asp?no=26chttp://campusmap.anu.edu.au/displaybldg.asp?no=26chttp://tinyurl.com/9n8xgd8


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.

It is also a transitional course, “designed for students from a broad range of backgrounds and learning achievements, which provide for the acquisition of generic skills; or an informed understanding of contemporary issues; or fundamental knowledge for transition to Advanced or Specialist courses.”

So what else will you learn about Global Marketing?

Global marketing is indeed an important area within the disciplines of marketing and international business. This subject is of growing interests to policy makers and firms as globalisation is believed to create a convergence of cultures, political and economic systems. There is supporting and contradicting evidence for this proposition and the opposite: that there is a congruence of economic and political systems, but cultures remain firmly rooted within nations. Further, current international conflicts and the aftermath of the global financial crisis are creating risks and additional challenges for nations and their decision makers which require systematic analyses of the international business environment and the associated risk reduction strategies. At the centre of all these issues is the consumer whose increasingly sophisticated needs and wants the international marketing manager wants to understand, so that firms can create the best possible marketing mixes that can match these. Therefore, the global marketer has to understand the nature of these uncontrollable environmental variables and work within such frameworks to develop suitable marketing strategies to enter and operate within countries.

In this course, we will analyse the international environment critically and develop insights using tools and concepts essential to the international marketing manager. Consequently, you will obtain a robust understanding of the responses and behaviour of international consumers across national borders and the types of decisions that can be made, as well as the information required for those decisions.

KEY CONTACT DETAILS

Mode of Delivery On campus

Course Convenor and

Tutor:

Dr Vinh Lu

Office phone: (02) 6125 4905

Email: [email protected]

Office hours for student consultation:

Thursday 10am-12 Noon

Please email for appointments at other times

Research Interests Firm internationalisation, export performance, cross

border relationships, service delivery issues

mailto:[email protected]


COURSE URL

1. Study@: https://studyat.anu.edu.au/courses/MKTG7035;details.html

2. Wattle page: http://wattlecourses.anu.edu.au/course/view.php?id=6343

3. International Business Plan Competition site: TBA

COURSE OVERVIEW Learning Outcomes

Upon successful completion of the requirements for this course, students will be able to:

1. define, explain and illustrate:

the marketing principles that together constitute the field of study known as international marketing (LO1);

the steps and processes involved in planning market entry strategy of a firm into a foreign market (LO2);

2. explain and illustrate:

the nuances and challenges of doing business in very different cultural environments (LO3);

the development of sustainable competitive advantage and international marketing strategies that are designed to increase the chances for the firm to be successful in a foreign market (LO4);

the modifications that need to be made to the marketing mix variables need so as to cater to the multitude of differences that the firm will face when going into the offshore market (LO5);

3. communicate effectively in oral and written forms about international marketing using appropriate concepts, logic and rhetorical conventions (LO6)

Student administrators Ms Ranka Videnovic

Ms Ruth Southwell

Phone: (02) 6125 9839

(02) 6125 6737

Email: [email protected]

https://studyat.anu.edu.au/courses/MKTG7035;details.htmlhttp://wattlecourses.anu.edu.au/course/view.php?id=6343


Proposed Assessment (Summary): Assessment for this course will be confirmed after consultation with students at the first

lecture of the semester. If there are any changes to the assessment, those changes will be publicised on Wattle.

Assessment Task Content Value Style Due Date Linked Learning Outcomes

1. Tutorial attendance* Attendance and participation

0% (Hurdle assessment)

Individual Weekly LO1, LO2, LO3, LO4, LO5

2. Assignment 1 2.1. Project draft 2.2. Final plan 2.3. Project presentation 2.4. Client assessment

Major international business plan for a live business client

60%

10% 40% 5% 5%

Group Group Group Group

13th September, 11pm 18th October, 5pm 21st – 25th October Done by client

LO2, LO3, LO4, LO5, LO6 LO2, LO3, LO4, LO5, LO6 LO6 LO2, LO3, LO4, LO5, LO6

3. Assignment 2 * Part A: Learning report Part B: Case study

40% Individual 8th November, 4pm LO1, LO2, LO3, LO4, LO5, LO6

Note:

*: In order to pass this course, students must accomplish all three conditions. These include: (i) attending at least 8 (out of 10) tutorials, (ii) passing Assignment 2, and (iii) obtaining an aggregate score of 50%


Course Awards

Students undertaking this course will compete for the following awards:

Award Details Dates and milestones

Grand Prize in the 2013 ANU International Business Plan Competition

A cash prize of $1,000, plus other associated rewards, for the best overall team in the competition, judged by a panel of industry experts. The finalists for the prize are the winners for each client.

Finalist announcement: 30th October

Winner announcement: 6th November

Best international business plan awards

The winning teams and the runner-up teams for each client in the International Business Plan Competition will be recognised at an award reception. Each individual member will be awarded with a Certificate of Excellence from the ANU Research School of Management.

Winner announcement: 30th October

Award reception: 6th November

Client-sponsored dinners and Summer internships

Each winning team will be treated to a social dinner sponsored by the designated clients. Some potential internships might also be offered to 1 or 2 of these teams’ members.

November-February 2014

The XP Solutions Prize in International Marketing

The student(s) achieving the highest aggregate score in the course will be awarded a (shared) cash prize of $500, sponsored by XP Solutions Ltd. The prize will be official recorded in the academic transcript(s) of the prize winner(s).

Winner(s) notification: December 2013

Award reception: Early 2014

Work experience placements

In 2014, a group of students will be competitively selected and matched with work experience placements in ACT companies who have applied for the ACT Chief Minister’s Exports Awards. The program is sponsored by the ACT Exporters’ Network. Interests will be sought from students at the end of the course.

June-August 2014


Research-Led Teaching This course aims at giving students the thrill of discovery by offering a balance of theoretical background and practical exposure. The distinctive and research-led features of this course lie in its ‘student-centred’ and ‘learning by doing’ approaches to teaching and learning. The course facilitates student engagement with research via:

Research informed learning: A comprehensive introduction to a wide range of

contemporary knowledge in international marketing, an important research

interest of the course convenor, particularly in relation to market entry

strategy, internationalisation of service firms, cross-border business to

business relationships, and firm performance;

An application of international business theories to explain various business

scenarios demonstrated through a series of contemporary mini-case studies

and news publications;

Learning to do research: Independent research, using core international

marketing concepts and principles, to analyse and synthesise information for

managerial decision making;

Enquiry based learning: On the job learning opportunities based on team

research activities for the development of the International Business Plan for

designated clients in the International Business Plan Competition and/or the

applications for the ACT Chief Minister’s Exports Awards through the work

experience placement program with ACT companies.

Staff Feedback

Students will be given feedback in the following forms in this course:

Verbal and written feedback on the weekly submissions and mid-semester draft of the business plan to individual groups;

Verbal feedback to the whole class on final project presentations and results of the business plans;

Written comments on the final submission of the business plans to individual groups;

Written comments on the individual assignments; and

Written feedback via emails to any course-related matters.


Student Feedback ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. One of the key formal ways students have to provide feedback is through Student Experience of Learning Support (SELS) surveys. 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.

For more information on student surveys at ANU and reports on the feedback provided on ANU courses, go to:

http://unistats.anu.edu.au/surveys/selt/students/ and http://unistats.anu.edu.au/surveys/selt/results/learning/

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. You can find the University’s education policies and an explanatory glossary at: http://policies.anu.edu.au/ Students are expected to have read the Code of Practice for Student Academic Integrity before the commencement of their course. Other key policies include:

Academic Progress

Assessment of Student Learning

Assessment Review and Appeals

Course Assessment: Consultation and Finalisation

Student Feedback on Teaching and Learning

http://unistats.anu.edu.au/surveys/selt/students/http://unistats.anu.edu.au/surveys/selt/results/learning/http://policies.anu.edu.au/http://policies.anu.edu.au/policies/code_of_practice_for_student_academic_integrity/policyhttp://policies.anu.edu.au/policies/code_of_practice_for_student_academic_integrity/policy


SEMINAR SCHEDULE

Week Summary of Activities Guest speakers and Milestones

1 Introduction to the course and assessment

Introduction of the IBP Competition

Previous project winners: Mr Andaleeb Akhand, Ms Sandra Chiu,

Ms Fecility Mullens, and Ms Dinar Thalieb

2 Introduction to International Marketing

3 Economic Environment

Political & Legal Environment

Ms Ellen Pope, Manager, ACT Exporters’ Network

4 Cultural Environment

Networking evening, Thursday 15th August, 5pm

5 Global competition

Emerging Markets

6 Segmenting International Markets

International Marketing Research

7 Foreign Market Entry

International Services Marketing

Mr Stewart Rendall, Chairman, Sterian Pty Ltd.

IBP Draft due Friday 13th September, 11pm

(online submission during the break)


Week Summary of Activities Guest speakers and Milestones

8 Product Policy and Adaptation

Product and Brand Management

9 International Distribution and Logistics

10 International Marketing Communications

11 Pricing in International Markets

Expatriates and Sales Management

Final IBP due Friday 18th October, 4pm

(online and hard copy submissions)

12 IBP Competition Presentation Sessions

13 Course Review

Announcement of IBP Competition Winners


TUTORIAL SCHEDULE (See ‘How each tutorial works’ in page 11)

Week Class Discussion Topics IBP Guidelines in

Tutorials

Online Submissions to IBP Competition

Website (Due Friday each week, 5pm)

1 No tutorial N/A N/A

2 Team Formation and Client Allocation

Introduction to Weekly Submission and IBP Site

Section 2

(Done during lecture)

Individual responsibilities in the team

(2nd August)

3 The Fluctuation of the AUD and Overseas Students

in Australia

Section 3.1 Section 2. Firm Capability Analysis

(9th August)

4 China Thirst for European Wine

Section 3.1 Section 3.1 Country Selection

(16th August)

5 Emerging Market Exploitation

Section 3.2-3.3 Section 3.1. Country Selection – Revised

(23rd August)

6 Calculating Your Market Size

Section 3.4-3.5 Section 3.2 PEST Analysis and Section 3.3

Competitive Analysis (30th August)

7 Low Cost Carriers in Asia

Section 4.1-4.3 Section 3.4 Target Market and Section 3.5.

Market Size (6th September)

IBP Draft due Friday 13th September, 11pm


Week Class Discussion Topics IBP Guidelines Online Submissions to IBP Competition

Website (Due Friday each week, 5pm)

8 Fast Food in Vietnam

Section 4.4-4.6 Section 4.1 Market Entry, 4.2 Positioning, 4.3 Product and Branding (27th September)

9 Qantas-Emirates Partnership

Section 4.7 and 5 Section 4.4 Distribution, 4.5 Pricing, 4.6 Communication (4th October)

10 American Apparel Advertising

Final tips Section 4.7 CRM, 5. Implementation and Risk Analysis (11th October)

11 Final consultation for IBP Competition Final tips Final IBP due Friday 18th October, 4pm

12 No tutorial IBP Competition Presentations

13 No tutorial IBP Competition Winner Announcement

Tutorial Participation: This is a hurdle assessment. One of the conditions for students to pass the course is that each student must attend a minimum 8 out of 10 tutorials. Information discussed in tutorials will be useful for the IBP Competition and for the final assignment.

How Each Tutorial Works:

The first 15-20 minutes of the tutorial will be spent on class discussion of a mini case study or a review question related to the weekly lecture topic. Students are expected to read and prepare some notes for the questions/discussion topics specified on Wattle before the tutorial.

The rest of the tutorial will be spent on guiding students on all sections of the IBP and providing the teams with extra comments and feedback on their submissions in the previous week.


OTHER ASSESSMENT REQUIREMENTS

Assessment Task 1:

THE 2013 ANU INTERNATIONAL BUSINESS PLAN COMPETITION

In memories of Robert Shugg and Kathreen Ricketson

http://www.ibcompetition.com

Established in 2011, the ANU International Business Plan (IBP) Competition has been a crucial component of the course. It is implemented as a form of work integrated learning that provides students with a unique and authentic learning experience over the entire semester. The competition is supported by the Australian National University, the ANU College of Business and Economics, the ANU Office of the Pro-Vice Chancellor (Innovation and Advancement), the ACT Economic Development Directorate, the ACT Exporters’ Network, and Sterian Pty Ltd.

The principal objective of the IBP competition is to allow students to work as professional consultants for live Australian SMEs (regardless of their size, industry, and international experience). Each live client will have approximately 5 student teams competing to prepare the best international market expansion plan for them.

Students, working in groups, will undertake market screening exercises and identify the best and newest foreign market for an SME to expand into. Students 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, students will make professional presentations to their designated clients and their peers at the end of the semester via a series of conference-style sessions.

The winners of the competition will be jointly chosen by the course convenor and representatives of the business clients. The winning team will be the team achieving the highest aggregate results of three activities, including:

(i) The final international business plan; (ii) The competitive presentation of key recommendations and findings; and (iii) The project evaluation by the client.

The IBP Competition has received very positive coverage from:

PRD Software Blogs: http://tinyurl.com/PRDblog2012

Research School of Management: http://tinyurl.com/ANUIBPComp12

B2B in Canberra Magazine: http://tinyurl.com/B2BinCanberra2012

The ACT Exporters Network: http://tinyurl.com/ACTnetwork2011

CBE Margin Magazine.

http://www.ibcompetition.com/http://tinyurl.com/PRDblog2012http://tinyurl.com/ANUIBPComp12http://tinyurl.com/B2BinCanberra2012http://tinyurl.com/ACTnetwork2011


The IBP Competition is at http://www.ibcompetition.com. The website will have a soft launch in the first lecture of this coming semester, and an official launch at the Networking Evening between the students, the business clients, and other invited guests. The 2013 IBP Competition is dedicated to Mr Robert Shugg and his wife Ms Kathreen Ricketson, who tragically passed away in May 2013. Mr Shugg was the Managing Director of Kinetic Performance Technology, a client in the 2011 and 2012 IBP Competitions. The following table details the key milestones of the 2013 IBP Competition.

For specific information about how the competition works, the weekly submission requirements, the identity of the clients, the project briefing, and all other relevant details, please consult the IBP Competition Manual on Wattle. In terms of assessment, the IBP Competition consists of four main components detailed overleaf. The first three components are undertaken by the student teams. The 4th component will be undertaken by the designated business clients.

Est. Date Event activities

April-June Finalising client participation and developing project briefs

24 July Introducing/ announcing the competition to all students

31 July Forming student teams, Introducing and Allocating clients to

students

1-30 August Team interviews with participating clients

15 August Informal Networking Evening and Official Launch of Competition

Website

16-27

September

Mid-semester project review; Team interviews with clients (if

necessary)

18 October Final project submission

21-25 October Conference sessions: Final project presentations

30 October Announcing project winners, runners up, and Grand Prize finalists

1 November Competitive presentations amongst finalists

6 November Award reception for winning teams

November-

December

Dinners with clients

Winning teams making arrangement for internships with clients

http://www.ibcompetition.com/


International Business Plan Draft 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 Approximately 3,000-5,000 words.

Value 10 marks (worth 10% toward the overall result)

Due date Friday, 13th September 2013, 11pm

Return date On a rolling basis from Monday 17th September, via email.

Content The content of the draft includes section 2 and section 3 of the report. It is expected that the draft has incorporated 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 the IBP Competition Manual.

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 for the Final submission.

The report body should:

Be formatted to 1.5 line spacing, utilising Endnote referencing system only (NO in-text referencing in this reports).

Have a good usage of diagrams, tables and figures to illustrate and support arguments.

Submission requirements

Online, through the IBP Competition website.

Marking criteria

Assessment of the project draft will be based on the same criteria specified in the marking rubric for the final International Business Plan. The marking rubric is attached in Appendix 1 for your reference.


Final International Business Plan

This submission will significantly determine the winners of the competition.

Word limit 15,000 words, including everything


Due date Friday 18th October, 4pm.

Return date Wednesday, 30th October, during the last lecture

Content A good report should demonstrate:

Applications of relevant IM theories and concepts,

Deep and comprehensive thinking of the project team,

Recommendations that are realistic and implementable,

Good research, both primary & secondary data from a variety of information sources (NO Wikipedia), and

Cohesiveness: the report sounds like one person’s work, with equal contribution amongst members. The report shows clear linkage between different sections, without repetitions of information and arguments. The arguments are insightful and convincing, with supporting implications for the firm, and relevant recommendations where appropriate.

Suggested structure

Final submissions should follow the suggested structure provided in the IBP Competition Manual with appropriate headings and sub-headings, no grammatical errors, and be within the word limit.


The submission is to be a professional management report, with a cover page, disclaimer, abstract, the table of content, report body, reference list, and appendices. The report body should:

Be formatted to 1.5 line spacing, utilising 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.


Two hard copies of the International Business Plans must be submitted to the RSM Front Office (Level 1, LF Crisp Building 26), with a group assignment coversheet and a peer evaluation form (Appendix 2), and signatures of all group members. A soft copy must be submitted to the IBP Competition website.

Marking criteria

Marks are awarded for different sections of the report, as well as for overall presentation of the work, writing, and referencing (see Appendix 1for marking guide). There will be three markers for this report (client being the 3rd assessor). All markers will discuss and reach a consensus.


Competitive Group Presentation This assessment aims to test the students’ skills in communicating the research outcomes as a team to their peers.

Time limit 15 minutes presentation + 10-15 minutes for Q&A


Due date 21st – 25th October. Time, venue, and order of presentation will be determined and announced in due course (both in class and on Wattle).

Return date Wednesday 30th October, during the last lecture.

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 3. Market entry strategy 4. Two most interesting components of the proposed marketing mix elements 5. Conclusion

Suggested structure

The lecturer will chair the presentation and discussion sessions. After each presentation, representatives from the client firms will comment on the quality of the talk and ask follow-up questions, followed by questions from the audience. All group members must participate in the presentation and the subsequent Q&A session.


Students will present in business attire. Presentations can be made using any visual form of media. A clicker will be provided to the team.

Marking criteria

The presentations will be assessed based on:

Contents coverage;

Clarity and conciseness;

Delivery;

Question handling;

Quality of handout material for the audiences; and

Time control.

A marking rubric for the presentation is attached in Appendix 3. Although this is a group assessment, the lecturer reserves the right to award lower marks to team members making less contribution to the presentation and the discussion.


Client Assessment of Team Performance This assessment will be undertaken by the clients. Value 5 marks (worth 5% toward the overall result)

Return date Wednesday 30th October, during the last lecture.

Content In the competition, students will interact with representative of the client firms on a regular basis. The clients will also be able to log on the IBP Competition website and monitor the progress of each group every week. This assessment aims to obtain an evaluation of each team’s performance throughout the semester, from the perspective of the clients.

Marking criteria

Each team will be assessed based on:

Professionalism;

Communication skills;

Quality of presentation;

Ability of respond to questions; and

Value of recommendations

A marking rubric for this assessment is attached in Appendix 4.


Assessment Task 2: INDIVIDUAL ASSIGNMENT This individual assignment assesses two components, including (i) the student’s ability to reflect on their individual learning during the IBP Competition and (ii) the student’s ability to analyse a case study. Word limit 3,000 words, plus references


Due date Friday, 8th November 2013, 4pm

Return date By Monday 25th November

Content Part A (16 marks): Reflective Learning. Students must write a

brief reflection on their learning experience through the International Business Plan Competition. This reflection focuses on the process of developing a business plan for an external client in a team environment, as well as what each student has learned about his/her own strengths and weaknesses as a professional. Part B (24 marks): Case Study. Students analyse a case study

on the international activities and performance of Moulis Legal, a law firm based in Canberra. Lu, Vinh Nhat and Alistair Bridges (2013) “Lending a hand to our neighbours: Moulis Legal’s footsteps in the Asia Pacific region”, in Richard Fletcher and Heather Crawford (forthcoming 2014) International Marketing: An Asia Pacific Perspective, 7th ed., Pearson Australia. There will be 4 compulsory questions, worth 6 marks each. The case study and the questions will be posted on Wattle.

Suggested structure

More guidelines on how to complete each part of the assignment will be posted on Wattle and discussed in class in due course.


Double spacing is required.

You can use tables and figures/charts to illustrate your points

Failure to reference and acknowledge the source will be interpreted as plagiarism which is a serious offence.Please strictly follow the referencing guidelines of the Journal of International Marketing (American Marketing Association) at http://www.marketingpower.com/AboutAMA/Documents/AMA_Reference_Style.pdf

Use headings and sub-headings where you see fit.

Do NOT use appendices, bullet points, or speaking language.

Illegible writing will be penalised.

http://www.marketingpower.com/AboutAMA/Documents/AMA_Reference_Style.pdfhttp://www.marketingpower.com/AboutAMA/Documents/AMA_Reference_Style.pdf



Online, through the link specified on Wattle

An individual assignment coversheet must be included

Marking criteria

Part A: Students will be assessed on four key areas:

Dilemmas and challenges encountered;

Strategies to overcome dilemmas and challenges;

Learning gained; and

New learning goals.

Part B: The answer to each questions will be assessed based on the following criteria:

Understanding of the key issue(s);

Ability to describe and apply relevant international marketing theories and concepts;

Relevant recommendations and implications suggestions for the firms (where appropriate); and

Overall writing skills.

Two marking rubrics are attached in Appendices 5 and 6 for your reference.


Assignment submission Online Submission: All individual assignments must be submitted using the course

Wattle site. Submitted assignments must include the cover sheet provided on Wattle. Please keep a copy of the assignment for your records.

All weekly submissions of the International Business Plan must be done through the Competition Website. More guidelines will be offered during the first tutorial.

Hard Copy Submission: In addition to submitting a soft copy for the final International Business Plan on the competition website, each team must be submit two hardbound copies to the Research School of Management office (Level 1, LF Crisp Building 26), together with one Group Assignment Coversheet and one Peer Assessment Form, both signed by all group members.

Extensions and penalties

No extension requests will be granted for any assessment items in this course, unless students can present evidence of an exceptional circumstance deemed appropriate by the lecturer. For each day of late submission, students will be penalised 10% (out of a maximum of 100%). Returning assignments

All assessments of the International Business Plan will be returned during the last seminar. The individual assignments will be returned on Wattle between Monday 25th November and Friday 29th November.

Resubmission of assignments

No resubmission of assignments is allowed in this course.

Referencing requirements

This course requires two different style of referencing:

Group assignment (International Business Plan): Students must use

endnote referencing system.

Individual assignment: Students must follow the referencing guidelines of

the Journal of International Marketing. A full guide on referencing can be found at: http://www.marketingpower.com/AboutAMA/Documents/AMA_Reference_Style.pdf

Examination material or equipment There will be no examination in this course.

http://www.marketingpower.com/AboutAMA/Documents/AMA_Reference_Style.pdf


Tutorial Signup Enrolment in tutorials will be completed online using the Wattle enrolment system. Detailed information about signup times will be provided during your first lecture. When tutorials are available for enrolment you will need to follow these simple steps:

1. Log on to Wattle, and go to the course site.

2. Click on the link “Tutorial signup here”

3. On the right of the screen, click on the tab “Become Member of ……” for the tutorial class you wish to enter.

4. You will not be able to enrol in groups that have reached their maximum

number.

5. If you need to change you enrolment, you will be able to do so by clicking on the tab “Leave group…”

Notes:

1. To have access to our Wattle course site, your enrolment in ISIS must be finalised.

2. If you experience any difficulties, please contact Dr Vinh Lu (contact details in page 2)

Workloads

Students taking this course are expected to commit at least 10 hours a week to completing the work. This will include:

2 hours of seminars,

1 hour of tutorial,

3 hours of private study,

3 hours of group work, and

1 hour of Wattle and IBP Competition website.


Prescribed Texts and Reference Materials Students are not required to purchase any specific textbook for the course. However, students are encouraged to consult and utilise the following resources, where the materials used throughout the semester are obtained: Textbooks For key concepts, theories, and examples of international marketing topics Czinkota, Michael, Ilkka A Ronkainen, Catherine Sutton-Brady and Tim Beal (2011),

International Marketing, 2nd Asia Pacific ed., Cengage Learning, Sydney, NSW.

Kotabe, Masaaki, Swee Hoon Ang, Kathleen Griffiths, Al Marshall, Ranjit Voola,

Kristiaan Helsen (2011), International Marketing, 3rd Asia Pacific ed., John Wiley & Sons, Milton, Queensland.

Fletcher, Richard, and Heather Crawford (2010). International Marketing: An Asia

Pacific Perspective, 5th ed., Pearson Education Australia, Frenchs Forest, NSW.

Journals Several theories and concepts presented in class are based on a variety of landmark works in international marketing and international business, which are published in the following journals:

Australasian Marketing Journal

European Journal of Marketing

International Business Review

International Journal of Marketing Research

International Marketing Review

Journal of Consumer Research

Journal of Global Marketing

Journal of International Business Studies

Journal of International Management

Journal of International Marketing

Journal of Management Studies

Journal of Marketing

Journal of Marketing Management

Journal of Retailing

Journal of Service Research

Journal of Services Marketing

Journal of Small Business Management

Journal of the Academy of Marketing Science

Journal of World Business

Management International Review

Multinational Business Review

Thunderbird International Business Review


Academies For sources of information on academic research and activities

Academy of International Business (AIB)

American Marketing Association (AMA)

Australian and New Zealand Marketing Academy (ANZMAC)

European Marketing Academy (EMAC) Annual publications For updated statistics on trade and international business activities of nations and corporations

Asia Pacific Economic Cooperation forum (APEC)

Australian Bureau of Statistics (ABS)

Departments of Foreign Affairs and Trade (DFAT)

European Commission (EC)

International Monetary Fund (IMF)

Organisation for Economic Cooperation and Development (OECD)

United Nations Conference on Trade and Development (UNCTAD)

World Bank (WB)

World Economic Forum (WEF)

World Trade Organization (WTO)

News Outlets

For recent news articles and mini case studies

ABC

AFP

AFR

BBC

Bloomberg

CNN

Economist

New York Times

Reuters

The Australian

Times

Wall Street Journal

Washington Post

SUPPORT FOR STUDENTS

The University offers a number of support services for students. Information on these is available online from http://students.anu.edu.au/studentlife/

http://students.anu.edu.au/studentlife/


APPENDIX 1: INTERNATIONAL BUSINESS PLAN MARKING GUIDE

Client Name: _______________________________________

Team: ______________________________________

Tutorial time and date: _______________________________________

Original marks awarded: Judge 1: _________/120 Judge 2: ________/120

Average marks awarded: __________/120

Final Marks: ___________/40

COMMENTS:


Section LEVEL 4 - HD Excellent identification and

application of theories, concepts and models

LEVEL 3 - D Good identification and application of theories, concepts and models

LEVEL 2 – C/P Some difficulty in identification and

application of theories, concepts and models

LEVEL 1 – P/F Significant difficulties in identifying and applying theories, concepts and

models

Executive Summary

(5 marks)

An excellent summary of the entire report in a concise and meaningful manner, no obvious mistakes

(4-5 marks)

A competent summary of the entire report with comprehensive information and only some minor mistakes

(3-3.5 marks)

A satisfactory summary of the entire report with several mistakes and a lack of required information

(2-2.5 marks)

An inadequate summary of the entire report with severe mistakes and a significant lack of required information

(0-1.5 marks)

Business Profile and Firm internationalisation

(3 marks)

An excellent overview of the company, its product/service offerings, and its internationalisation process

(3 marks)

A good overview of the company, its product/service offerings, and its internationalisation process

(2-2.5marks)

A satisfactory overview of the company, its product/service offerings, and its internationalisation process

(1.5 mark)

A weak overview of the company, its product/service offerings, and its internationalisation process

(0-1 marks)

Analysis of Firm Capabilities (5 marks)

A deep understanding and description of the firm’s (transferrable) strategic capabilities and competitive advantage(s)

(4-5 marks)

A clear understanding and description of the firm’s (transferrable) strategic capabilities and competitive advantage(s)

(3-3.5 marks)

A satisfactory understanding and description the firm’s (transferrable) strategic capabilities and competitive advantage(s)

(2-2.5 marks)

A weak understanding and description of the firm’s (transferrable) strategic capabilities and competitive advantage(s)

(0-1.5 marks)

Pre-entry market selection criteria

(6 marks)

An complete list of market selection criteria with exceptional justification

(5-6 marks)

A complete list of market selection criteria with some clear justification

(3.5-4.5 marks)

An adequate list of market selection criteria with some justification

(2-3 marks)

An inadequate list of market selection criteria with little justification

(0-1.5 marks)

Pre-entry market selection exercise

(8 marks)

A thorough analysis of the markets based on the chosen criteria with convincing evidence

(7-8 marks)

A competent analysis of the markets based on the chosen criteria with clear evidence

(5-6.5 marks)

An acceptable analysis of the markets based on the chosen criteria with some evidence

(3-4.5 marks)

An inadequate analysis of the markets based on the chosen criteria with weak evidence

(0-2.5 marks)


External environmental analysis of chosen market (7 marks)

An exceptional analysis of the economic, social/cultural, political/legal, and technological environmental factors with comprehensive implications

(6-7 marks)

A good analysis of the economic, social/cultural, political/legal, and technological environmental factors with acceptable implications

(4.5-5.5 marks)

A satisfactory analysis of the economic, social/cultural, political/legal, and technological environmental factors with some implications

(3-4 marks)

A weak analysis of the economic, social/cultural, political/legal, and technological environmental factors with few implications

(0-2.5 marks)

Competitor analysis

(5 marks)

An excellent analysis of the marketing mix of some major international competitors in the chosen foreign market

(4-5 marks)

A competent analysis of the marketing mix of some major international competitors in the chosen foreign market

(3-3.5 marks)

A satisfactory analysis of the marketing mix of some major international competitors in the chosen foreign market

(2-2.5 marks)

An unsatisfactory analysis of the marketing mix of some major international competitors in the chosen foreign market

(0-1.5 marks)

Market size

(3 marks) A logical identification of market size

(2.5-3 marks)

A rough identification of some market size

(2 marks)

Incomplete identification of market size

(1.5 marks)

No or unreasonable identification of market size

(0-1 mark)

Target market

(10 marks) An excellent identification of more than one potential target market, and a convincing selection of the best target market with a complete set of characteristics of that chosen target market

(8-10 marks)

An good identification of more than one potential target market, and a reasonable selection of the best target market with several characteristics of that chosen target market

(6-7.5 marks)

A reasonable identification of more than one potential target market, and an selection of the best target market with some characteristics of that chosen target market

(4-5.5 marks)

An attempt to identify more than one potential target market, and an selection of the best target market with very few characteristics of that chosen target market

(0-3.5 marks)

Market entry strategy (5 marks)

An exceptional identification and justification with pros and cons of a market entry strategy, including at least one alternative

(4-5 marks)

A good identification and justification with pros and cons of a market entry strategy, including at least one alternative

(3-3.5 marks)

An identification of a market entry strategy with acceptable justification and an alternative strategy

(2-2.5 marks)

An identification of a market entry strategy with minor justification and without any alternative strategy

(0-1.5 marks)


Positioning strategy

(5 marks)

An appropriate positioning strategy for the company in the chosen foreign market with comprehensive justification

(4-5 marks)

An appropriate positioning strategy for the company in the chosen foreign market with acceptable justification

(3-3.5 marks)

An appropriate positioning strategy for the company in the chosen foreign market with little justification

(2-2.5 marks)

A positioning strategy for the company in the chosen foreign market with very weak justification

(0-1.5 marks)

Product strategy

(7 marks) An appropriate product strategy (including branding, and packaging requirements) with clear justification

(6-7 marks)

An appropriate product strategy (including branding, and packaging requirements) with acceptable justification

(4-5.5 marks)

An appropriate product strategy (including branding, and packaging requirements) with some justification

(2-3.5 marks)

An appropriate product strategy (including branding, and packaging requirements) with very little justification

(0-1.5 marks)

Distribution strategy

(7 marks)

An excellent distribution strategy with clear identification of potential channel partners

(6-7 marks)

An good distribution strategy with clear identification of potential channel partners

(4-5.5 marks)

An acceptable distribution strategy with some identification of potential channel partners

(2-3.5 marks)

A distribution strategy with no identification of potential channel partners

(0-1.5 marks)

Pricing strategy

(5 marks) An excellent pricing strategy with clear pricing examples

(4-5 marks)

An acceptable pricing strategy with clear pricing examples

(3-3.5 marks)

An acceptable pricing strategy without pricing examples

(2-2.5 marks)

A pricing strategy without justification or pricing examples

(0-1.5 marks)

Communication strategy (7 marks)

An exceptional promotional strategy including advertising, and other components, providing clear and specific media channels

(6-7 marks)

An good promotional strategy including advertising and other components, providing some media channels

(4-5.5 marks)

An acceptable promotional strategy, however several major details are lacking, unclear media channels

(2.5-3.5 marks)

A very weak promotional strategy, without discussion on specific media channels to be utilised

(0-2 marks)

CRM strategy

(6 marks) An outstanding list of CRM related recommendations

(5-6 marks)

A good list of CRM related recommendations

(4-4.5 marks)

An acceptable list of CRM related recommendations

(2.5-3.5 marks)

A very limited list of CRM related recommendations

(0-2 marks)


Implementation plan and future viability (5 marks)

A complete set of milestones and list of costs that might incur for the expansion plan, plus An appropriate assessment of risks and potential success in the chosen market and future expansion into neighbouring countries

(4-5 marks)

An acceptable set of milestones and costs that might incur for the expansion plan, plus An acceptable assessment of risks and potential success in the chosen market and future expansion into neighbouring countries

(3-3.5 marks)

Some milestones and indication of some costs that might incur for the expansion plan, plus Some assessment of risks and potential success in the chosen market and future expansion into neighbouring countries

(2-3 marks)

Very few milestones and incomplete list of costs for the expansion plan, plus Little assessment of risks and potential success in the chosen market and future expansion into neighbouring countries

(0-1.5 mark)

Quality of research information and efforts

(10 marks)

Outstanding research efforts, providing exceptional evidence to support arguments, excellent data

(8-10 marks)

Good research efforts, providing reasonable evidence to support arguments, good data

(6-7.5 marks)

Satisfactory research efforts, providing some evidence to support arguments, ok data

(4-5.5 marks)

Minor research efforts, providing little evidence to support arguments, inappropriate data

(0-3.5 marks)

Report format

(3 marks) Clear, logical, professional formatting of the report

(2.5-3 marks)

A clear and reasonable formatting of the report

(2 marks)

An acceptable format, some errors

(1.5 marks)

Inappropriate and extensive difficulties in formatting

(0-1 mark)

Writing quality (4 marks)

The report was written in an outstanding manner, with sharp clarity and very few errors.

(3.5-4 marks)

The report was written in a competent manner, with good clarity and some errors.

(2.5-3 marks)

The report was written in a readable manner, with some clarity and several errors.

(1.5-2 marks)

The report was written in a very incomprehensible manner, without clarity and severe errors.

(0-1 mark)

Referencing

(4 marks) An excellent list of references from a wide range of credible sources, fully adhering to all principles of good referencing.

(3.5-4 marks)

A good list of references from a relatively wide range of credible sources, adhering to most principles of good referencing.

(2.5-3 marks)

Some references from a limited range of credible sources, adhering to some the principles of good referencing.

(1.5-2 marks)

No or very few references from a very narrow range of credible sources, failing to adhere to the principles of good referencing.

(0-1 mark)


APPENDIX 2: IBP COMPETITION PEER ASSESSMENT FORM

(to be included in the final group report)

Client: ___________________________ Group name: ___________________________ Our group has held a discussion and agreed on the level of contribution for each individual team members as specified in the table below. (Please note that if a member makes a full and significant contribution to the project, the resulting level of contribution for each member is 100%)

Team Member

Level of Contribution (%) Total % for each member Planning and

Conceptualising Researching Writing Formatting and

Editing

TOTAL 100% 100% 100% 100%

Signature and Name Signature and Name

_________________________________________ _______________________________________

_________________________________________ _______________________________________

_________________________________________ _______________________________________


APPENDIX 3: COMPETITIVE INTERNATIONAL BUSINESS PLAN PRESENTATION

Team: _________________________________________

Client: __________________________________________ Individual Verbal Presentation Feedback Overall is assessed as E=excellent, G=good, S=satisfactory, NA=needs attention.

Name (in order of presentation)

Cla

rity

of

pre

se

nta

tio

n

Ma

nn

eri

sm

Us

e o

f v

isu

al

aid

s

Ey

e c

on

tac

t

Inte

res

t

ge

ne

rate

d

Ov

era

ll

E/G

/S/N

A

Presentation by Group

Criteria E G S NA Comments

Introduction

Flow and logic of overall

presentation

Appropriate information

Conclusion

Response to questions

Professionalism

PowerPoint/Visual aids

Timing

TOTAL SCORE: ______________/5


APPENDIX 4: CLIENT EVALUATON OF PROJECT TEAM

Client: __________________________________________

Team: __________________________________________

Please reflect on your experience in dealing with the student teams on the following criteria (please tick X for each criterion)

Criteria

Needs Attention

Satisfactory Good Excellent

Professionalism during the life of the project

Ongoing communication

Quality of presentation

Responses to questions

after presentation

Value of recommendations

My comments above: May be quoted

May not be quoted

COMMENTS:


APPENDIX 5: INDIVIDUAL ASSIGNMENT MARKING RUBRIC (PART A)

Student Name: ___________________________________________ ID: U____________________________

* See next page for levels of competency

Criteria Maximum Marks

Level of Competency and Marks Awarded

Level 1 Level 2 Level 3 Level 4

Dilemmas and challenges encountered 4

Strategies for overcoming dilemmas and challenges 4

Learning gained 4

New learning goals 4

Grand Total /16

COMMENTS:


**This rubric was adapted from the rubric developed by Mr Christopher Nailer, Senior Lecturer, ANU Research School of Management

Criteria** Level 1 (5-6 marks) Level 2 (3.5-4.5 marks) Level (2-3 marks) Level 4 (0-1.5 marks)

Dilemmas encountered

Threatening to achievement of the entire project, or deeply challenging to individual’s sense of purpose; “How on earth am I going to deal with this and survive it?”

Interesting challenges, but mainly technical in nature, relating to data or tools for accomplishing the project

Few dilemmas acknowledged, limited stretching of the individual beyond present competencies and mindset

No reference made to dilemmas, problems or challenges in conducting the project

Strategies for overcoming dilemmas

Repeated attempts to find insightful, innovative solutions; breakthrough ideas, outside the comfort zone

Tried something and came up with adequate solutions, but nothing particularly novel or creative

Limited attempts at intervention to actually deal with the dilemmas that arose

No reference made to attempts to overcome dilemmas

Learning gained Deep, new insights gained into own strengths/weaknesses, as revealed in responses to dilemmas and attempted strategies; new perceptions of self in a team context

Some new learning, but mainly focused on technical, theoretical, tools & techniques

Limited indications of lessons learned from the project

No reference made to any new learning gained from the project

New learning goals

Set several clear and specific goals for developing new professional/ managerial skills, based on the insights presented in the preceding analysis

Set some goals, but quite general, not clearly connected to preceding analysis, not particularly stretching to the individual

Refers to one or two things that ‘I will do differently from here on’, but very general, not articulated as goals

No reference made to any new learning goals for the next career phase


APPENDIX 6: INDIVIDUAL ASSIGNMENT MARKING RUBRIC (PART B)

Student Name: ___________________________________________ ID: U____________________________

SCORES

*

* See next page for levels of competency

Criteria* Maximum marks

Awarded marks

Question 1

Question 2

Question 3

Question 4

Understanding of the key issues 2.0

Application and description of relevant theories and concepts

1.5

Quality of recommendations and implications 1.5

Writing quality 1.0

Total marks for each question 6.0

Grand Total /24

COMMENTS:


Marking Criteria Level 4 Level 3 Level 2 Level 1

Understanding of the key issue(s) in the question

Student has demonstrated an in-depth and comprehensive understanding of the key issues via a thorough analysis of the scenario

(2 marks)

Student has demonstrated a competent understanding of the key issues via an adequate analysis of the scenario

(1.5 marks)

Student has demonstrated a partial understanding of the key issues via some analysis of the scenario

(1 mark)

Student has demonstrated a weak or wrong understanding of the key issues via a minimal analysis of the scenario

(0-0.5 mark)

Application of relevant IM concepts and theories

Student successfully applied all relevant international marketing concepts and theories to define, explain, and interpret the problem.

(1.5 marks)

Student applied several relevant international marketing concepts and theories to define, explain, and interpret the problem.

(1 mark)

Student applied some relevant international marketing concepts and theories to define, explain, and interpret the problem.

(0.5 mark)

Student applied no or irrelevant international marketing concepts and theories to define, explain, and interpret the problem.

(0 mark)

Quality of recommend-ations and implications

All recommendations and implications were relevant and insightful

(1.5 marks)

Several recommendations and implications were useful

(1 mark)

Some recommendations and implications were provided. More attention is required.

(0.5 mark)

No or very weak recommendations and implications

(0 mark)

Overall writing quality

The answer was written in an outstanding manner, with sharp clarity and no grammatical errors.

(1 mark)

The answer was written in a competent manner, with good clarity and very few grammatical errors.

(0.75 mark)

The answer was written in a readable manner, with some clarity and several grammatical errors.

(0.5 mark)

The answer was poorly written, with no clarity and severe grammatical errors.

(0 mark)