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.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

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;
• the steps and processes involved in planning market entry strategy of a firm into a foreign market:

1. explain and illustrate:

• the nuances and challenges of doing business in very different cultural environments;
• 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;
• 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; and

1. communicate effectively in oral and written forms about international marketing using appropriate concepts, logic and rhetorical conventions.

Research-Led Teaching

Techniques used in this subject include action research and/or learning which is a specialty of the academics involved. This subject also applies evidenced based management to ensure the quality of industry reports are well researched and supported. This course will be delivered in a dual delivery mode.

Field Trips

n/a

Additional Course Costs

n/a

Examination Material or equipment

There are no examinations for this course.

Required Resources

n/a

Recommended Resources

Modules and an export canvas have been developed specifically for the course. 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, to individuals, focus groups

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

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 and a number of external stakeholders including the ACT Government, Ai Group, Canberra Business Chamber, Canberra Innovation Network, TradeStart and the numerous companies involved. Participation in the classes is critical given the reliance on a team to perform well together and to contribute weekly.

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 (regardless of their size, industry, and international experience). Ideally each live client will have multiple teams competing to prepare the best international export market expansion plan for them. Students, working in groups of 4 members (some possibly with 3), will undertake market screening exercises and identify the best and newest foreign market for an enterprise 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 via a series of conference-style sessions. Each company will select their best team based on the final reports and presentations - the winner in each company session goes into an overall final. The winner of the competition is chosen by our final set of judges.

The internal marks for the subject are independent of the competition and are assessed by the lecturers and facilitators. Certificates are awarded for the best undergraduate and post graduate plan and presentations. It is quite possible that the highest ranked students are not the competition or company winners. The real winners are all the students that properly acquit themselves to the overall consulting-related task and bring the best out of their teams.

A series of events are linked to the competition including an opening day where teams meet and get a debrief from companies and the competition is officially launched (proposed for week 3).

In terms of assessment, the IBP Competition consists of key individual and team components:

• IB Plan Draft 20%
• Final IB Plan 30%
• Project pitching 10%

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Group Formation and client allocation	Introduction to international marketing as well as understanding team selection, action learning and research.
2	Knowing your company and product	Project management and analysis of the business case and readiness for export. - Business profile - Firm commitment to internationalisation - Key capabilities and competitive advantages for internationalisation Preliminary questions for companies (signed off in class)
3	Market Screening	- Market analyses and decisions - Key market selection criteria - Market selection exercise Client meet and greet evening – Wednesday 4:00pm (final date and time to be confirmed)
4	PEST Analysis	- Environmental analysis of the chosen foreign market - Competitive analysis First individual assessment due 5:00 pm Friday - Individual contribution to screening and selection
5	Target Market	- Potential segments - Market size Second individual assessment due 5:00 pm Friday - Individual research and contribution to PEST analysis
6	Strategy	Looking ahead, entry decision and marketing strategy overview. - Where do things stand for your client? Available time for final questions on draft. Initial Draft Plan Due - Friday 5:00 pm
7	Strategically positioning your brand	- Entry strategy - Positioning strategy - Product and branding strategy
8	Market entry strategy	- Distribution strategy - Communication strategy - Pricing strategy
9	Implementation plan and future viability	Evaluating resourcing and finalising the plan and implementation strategy. - Gantt chart of key activities. - Estimated expenses. No weekly submission. Final International Business Plan on Wattle due Friday 5:00 pm
10	Presenting and selling the plan to key decision makers	Presentation skills and techniques - Practice presentation with feedback. Submission of final report via Turnitin.
11	Company judging sessions - Export plan presentations and judging in front of respective companies	The seminar series is over and so the time has come to present your export plan to your company - your team will be allocated a session (all teams present to the respective company) - the company winning team progresses to the final There is no seminar this week
12	International Business Plan Competition Final - Final prize winners and wrap up of competition	Winning teams compete in front of expert judges to see who wins the ultimate prize and overall competition winner. We have a wrap up presentation with judges and the announcement of the ultimate winner. Students to submit a bound copy of their project with any revisions as part of the finalisation of grades. Third individual assessment (task 7): Portfolio and action learning -Individual diaries, reflections and team assessments due Nov 4, 2021 @ 17:00 There is no seminar this week

Tutorial Registration

Via Wattle

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Seminar participation	0 %	30/07/2021	15/10/2021	1,2,3
International Business Plan Draft	20 %	03/09/2021	24/09/2021	1,2,3
Final International Business Plan	30 %	08/10/2021	22/10/2021	1,2,3
IB Plan Competitive Group Presentation	10 %	18/10/2021	01/11/2021	1,2,3
Individual Screening and Analysis	10 %	20/08/2021	03/09/2021	1,2,3
PEST analysis	10 %	27/08/2021	10/09/2021	1,2,3
Portfolio and Action Learning Insights	20 %	04/11/2021	02/12/2021	1,2,3

* 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

Participation is expected in all classes and assessments.

Examination(s)

There are no formal examinations for this course.

Assessment Task 1

Seminar participation

Students are expected to attend and participate in all seminars as the content and class activities are vital to ensuring students have feedback opportunities about their progress in achieving learning outcomes.

Assessment Task 2

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

Up to 40 pages (1.5 line spacing, including everything)

Value

20%

Due date

Friday, Week 6, 5:00 pm

Return date

On a rolling basis up till 24th September

Content

The content of the draft includes key sections of the report (discussed in class). 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 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 Turnitin.

Marking criteria

Assessment of the project draft will be based on criteria specified in a marking rubric which will be made available at least 2 weeks before the due date

Individual grade

Each student as part of the International Business Plan (Draft and Final) will also be assessed based on evaluations by the rest of the team members. Each student will be asked to monitor their team members on two criteria, including (i) effort and (ii) quality of work. This peer assessment will be consulted to clarify the final grade offered.

Assessment Task 3

Final International Business Plan

This submission will significantly determine the winners of the company competition and the highest performers in the class.

Word limit

Up to 80 pages (1.5 line spacing, including everything)

Value

30%

Due date

Friday Week 9, 5.00 pm

Return date

On a rolling basis from week 11

Content

A good report should demonstrate:

• Applications of relevant IM theories and concepts,
• Deep and comprehensive thinking by the project team,
• Recommendations that are realistic and implementable,
• Good research, both primary & secondary data from a variety of information sources,
• Cohesiveness with equal contribution amongst members,
• The report shows clear linkage between different sections, without repetitions of information and arguments, and
• 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 seminars, modules and table of contents with appropriate headings and sub-headings, no grammatical errors, and be within the page limit.

Presentation requirements

The submission is to be a professional management report, with a cover page, disclaimer, abstract, 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.

Submission requirements

Online, through Turnitin - one bound colour copy is to be given to the company and to the lecturer on the day of your company presentation

Marking criteria

Marks are awarded for different sections of the report, as well as for overall presentation of the work, writing, and referencing. (Remember - The report for the competition is judged by the companies and external judges - the internal marks are judged by the lecturer(s)/facilitator(s)).

Individual grade

Each student as part of the International Business Plan (Draft and Final) will also be assessed based on evaluations by the rest of the team members. Each student will be asked to monitor their team members on two criteria, including (i) effort and (ii) quality of work. This peer assessment will be consulted to clarify the final grade offered.

Assessment Task 4

IB Plan Competitive Group Presentation

This assessment aims to test the students’ skills in communicating the project outcomes as a team to their peers and live business clients.

Time limit

15 minutes presentation + 10 minutes for Q&A

Value

10%

Due date

Exact time, venue, and order of presentation will be determined and announced in due course (both in class and on Wattle).

Return date

Feedback is offered by the companies and lecturer(s)/facilitators during the judging sessions - marks will be listed on Wattle at the end of week 12.

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(s) 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. All individual group members must participate in the presentation and the subsequent Q&A session.

Presentation requirements

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,
• Analysis and delivery,
• Creativity and impact,
• Question handling,
• Quality of handout material for the audiences, and
• Time control. 

Although this is a group and team assessment, the lecturer reserves the right to award lower marks to team members making less contribution to the presentation and the discussion.

Assessment Task 5

Individual Screening and Analysis

This assignment takes the form of a short brief about your selection criteria for potential markets

Word limit

1000 words (+/- 10%), plus references

Value

10%

Due date

Friday Week 4, 5 pm

Return date

Friday Week 6, 5 pm

Content requirement

Choosing an international market to target is critical to the success of your team. This assessment asks each individual student to pick out 3 criteria they would use (or are using) to assess their market. This should be based on reviewing a respective market that the team has identified as potentially worth targeting. No two students should have identical criteria (eg either the country is different or the respective factors). The rationale is critical with justification for your selection or rejection.

Suggested structure

You have complete freedom to design the structure of your submission.

Presentation requirements

1.5 line spacing is recommended.

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.

Any reference type is acceptable so long as it is consistent.

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 for your reference at least 2 weeks before the due date

Assessment Task 6

PEST analysis

This assessment is written in the form of a brief about one ingredient of the PEST analysis

Word limit

1,000 words (+/- 10%), plus references

Value

10%

Due date

Friday Week 5, 5 pm

Return date

Friday Week 7, 5 pm

Content requirement

The PEST analysis is an important component of the overall International Business Plan and your Export Planner Canvas process. You team is to allocate a component of the PEST analysis to each team member. This does not stop the group from sharing the load on the PEST. What we want is each allocated member to write up a component themselves and submit the result for this assignment.

The allocated team member is to write up a short piece about how they researched and supported this aspect of the PEST and the Plan. The preliminary market appraisal is important in your analysis. A great PEST can really help the business in its decision making.

The PEST also helps look at opportunities and threats in a full SWOT. So the allocated team member should also be discussing the PEST ingredient in light of the nature of opportunities and threats around the preliminary target market.

Suggested structure

You have complete freedom to design the structure of your submission (either in a report form or answer one question to another). 

Presentation requirements

1.5 line spacing is recommended.

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.

Any reference type is acceptable so long as it is consistent.

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 for your reference at least two weeks before the due date

Assessment Task 7

Portfolio and Action Learning Insights

This assessment requires a brief report on key processes underpinning your observations and documentary evidence around the export planning undertaking and outcomes

Word limit

1,250 words (+/- 10%), plus references

Value

20%

Due date

November 4, @ 5 pm

Return date

Forms part of the final grading but returned after grades released.

Content requirement

As part of this course you were asked to take notes and observe and reflect on your learnings. This incorporated an understanding that you are part of an action learning and action research approach.

• You are to provide documentary evidence of the material you have collected and your overall observations that you have collected in your diary.
• In line with the action learning plan we outlined at the beginning of the semester by Guertler et al. (2017) there are five key components of the model - you are to highlight key activities and learnings from engaging in each of those components.
• It is also time to assess your team and each person's individual performance. This is not about pulling down others but should be a real appraisal of the group and how each member contributed both positively and negatively. You are also to assess critically your own performance. What would you have done differently in hindsight?

Suggested structure

You have complete freedom to design the structure of your submission (either in a report form or answer one question to another).

Presentation requirements

1.5 line spacing is recommended.

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.

Any reference type is acceptable so long as it is consistent.

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 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 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. Late submission is not accepted for take-home examinations.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-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
• PARSA supports and represents postgraduate and research students