• Class Number 5770
  • Term Code 3360
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Prof Vinh Lu
    • Alexander Tietge
  • Class Dates
  • Class Start Date 24/07/2023
  • Class End Date 27/10/2023
  • Census Date 31/08/2023
  • Last Date to Enrol 31/07/2023
SELT Survey Results

This course aims to develop an advanced understanding of the international business, and international marketing environment, the international marketing mix, and international development strategies.

Specific topics include the rationale for international marketing; marketing issues related to international economic, financial, political, legal, cultural, technological 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.

Students are required to complete the International Business Plan for a local business looking to expand overseas. This course also allows undergraduate students to participate in the International Business Plan Competition as part of a Work-Integrated Learning experience with clients from industry and government.

Learning Outcomes

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

  1. Classify strategies for entering export markets from extant knowledge and research;
  2. Apply core theoretical concepts from international marketing, management and business to find practical solutions to constraints of small businesses;
  3. Synthesis the merits of varied stakeholder and organisational evidence and secondary data for international solutions in the profession of marketing and business development;
  4. Propose revised strategies and marketing communications to enter diverse international markets;
  5. Assess international professional experience through an evidence-based approach to international decision making; and,
  6. Reflect on the significance of international marketing, business and management in the future direction of global business developments.

Research-Led Teaching

Students will gain learning from contemporary knowledge related to export planning and international marketing. 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


Additional Course Costs


Examination Material or equipment

No material or equipment will be permitted in the exam room. The exam will be in person on campus.

Required 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 Export 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, 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 company 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 to launch the competition at 5pm on Friday 11 August
  • Student teams for each client are to attend their allocated project presentation session in the week commencing Monday 16 October
  • Finalists are to attend the final project pitch on Friday 27 October
  • Competition winners are to attend the award reception on Wednesday 1 November

Class Schedule

Week/Session Summary of Activities Assessment
1 Getting ready for exportThe Competition: Group formation and client allocation Introduction to the world of export business planning as well as the competition, including team selection.
2 Knowing your company and product/service offerings 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 International market screening - Market analyses and decisions- Key market selection criteria- Market selection exercise Networking Event: (Friday 11 August at 5pm in the Allan Barton Forum, Level 2, CBE Building 26C) - An important opportunity for students to meet with clients for the first time, setup meetings and ask important initial questions.
4 PEST analysis - Environmental analysis of the chosen foreign market- Competitive analysis
First individual assessment due: Individual contribution to Market Selection Criteria - Wednesday 16 August @ 9am AEST
5 Target marketOptions for market entry strategy - Potential segments and market size- Looking ahead: Market entry decisions
6 Positioning strategyMarketing mix tactics: Product and branding Options for positioning strategyOptions for product and branding tacticsFirst group assessment due: Draft Export Plan - Monday 4 September @ 9am AEST
7 Marketing mix tactics: pricing and distribution Tactics related to pricing and distribution
8 Marketing mix tactics: promotion and communications Tactics related to promotions and communications
9 Implementation plan and future viability Evaluating resourcing and finalising the plan and implementation strategy.- Gantt chart of key activities. No weekly submission.
10 Presenting and selling the plan to key decision makers Presentation skills and techniques- Practice presentation with feedback.
Second group assessment due: Final Export Plan - Tuesday 10 October @ 9am AEST
11 Company judging sessions - Export plan presentations 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 3-hour session during the week (all teams present to the respective company) - the winning team for each client will progress to the final. There will be a seminar this week to discuss the final assessment requirement of the course. The announcements of individual project winners for each company will be made during the 2-hour workshop.
12 International Business Plan Competition Final Winning teams for the clients compete in front of expert judges to see who wins the ultimate prize and overall competition winner on Friday 27 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).
There will be no class this week.
Awards Ceremony: Wednesday 1 November at 5pm in the Allan Barton Forum, Level 2, CBE Building 26C

Tutorial Registration

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 Tutorial/Workshop is part of the 3 hour seminars, no signup is required. Mode of teaching will be both (F2F/Hybrid) to also include students that wish to participate remotely.

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Workshop participation (10%) 10 % 24/07/2023 27/10/2023 1, 2, 3, 4, 5, 6
Export Plan Draft (20%) 20 % 04/09/2023 18/09/2023 1, 2, 3, 5
Final Export Plan (30%) 30 % 10/10/2023 20/10/2023 1, 2, 3, 4, 5
Export Plan - Competitive Group Presentation (10%) 10 % 16/10/2023 20/10/2023 1, 2, 3, 4, 5, 6
Individual Screening and Analysis (10%) 10 % 16/08/2023 31/08/2023 1, 2
Final Exam (20%) 20 % * 30/11/2023 2, 6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


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:

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.


The classes and workshops will be in-person only. Attendance at lectures and tutorials, 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 Export Plans for their clients.


The Final Exam (in person, on campus) requirements and expectations will be discussed in Week 11.

Assessment Task 1

Value: 10 %
Due Date: 24/07/2023
Return of Assessment: 27/10/2023
Learning Outcomes: 1, 2, 3, 4, 5, 6

Workshop participation (10%)

Students are expected to attend and participate in all workshops commencing in Week 1. The workshop content and activities are vital such that students have the opportunity to obtain feedback about their progress in preparing export 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

Value: 20 %
Due Date: 04/09/2023
Return of Assessment: 18/09/2023
Learning Outcomes: 1, 2, 3, 5

Export Plan Draft (20%)

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 cover page, table of contents, report content, tables and figures, references and appendices)



Due date

Monday 4 September at 9am AEST

Return date

Monday 18 September, start of Week 7


The content of the draft includes key sections of the plan (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 Export 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 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 monitor their team members on two criteria, including (i) effort and (ii) quality of work.

Assessment Task 3

Value: 30 %
Due Date: 10/10/2023
Return of Assessment: 20/10/2023
Learning Outcomes: 1, 2, 3, 4, 5

Final Export Plan (30%)

This submission will significantly determine the winners for each industry client.

Word limit

Up to 80 pages (1.5 line spacing, including cover page, abstract, disclaimer, acknowledgements, table of contents, report content, tables and figures, references and appendices)



Due date

Tuesday 10 October (Week 10), 9am AEST

Return date

Friday 20 October


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, both primary & secondary data from a variety of information sources,
  • Cohesiveness with equal contribution amongst members,
  • The plan 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 class and on Wattle.

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 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. 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 monitor their team members on two criteria, including (i) effort and (ii) quality of work.

Assessment Task 4

Value: 10 %
Due Date: 16/10/2023
Return of Assessment: 20/10/2023
Learning Outcomes: 1, 2, 3, 4, 5, 6

Export Plan - Competitive Group Presentation (10%)

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


15 minutes presentation + 10 minutes for Q&A



Due date (During Week 11)

Taking place during the week commencing 16 October. The exact 3 hour time slot, 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 published on Wattle at the end of Week 11.


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 in person and a clicker will be provided.

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, team members will receive individual grades. The marking rubric will be published on Wattle in Week 2 of the Semester.

Assessment Task 5

Value: 10 %
Due Date: 16/08/2023
Return of Assessment: 31/08/2023
Learning Outcomes: 1, 2

Individual Screening and Analysis (10%)

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

Word limit

No more than 1,000 words, plus references. Any portion in excess of the word limit will not be read and marked.



Due date

Wednesday 16 August (Week 4), 9am AEST

Return date

Thursday 31 August (Week 6)

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 a prospective 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. 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 for such criteria.

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 6

Value: 20 %
Return of Assessment: 30/11/2023
Learning Outcomes: 2, 6

Final Exam (20%)



Due date

Check ANU Exam Timetable

Return date

Friday 1 December

Content requirement

There will be a 2-hour exam for this course. The exam will be in person on campus. The content and structure of the exam will be discussed in Week 11.

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.

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).
Prof Vinh Lu

Research Interests

international relationship management; service delivery

Prof Vinh Lu

Thursday 15:00 17:00
Alexander Tietge
02 6125 5297

Research Interests

Alexander Tietge

By Appointment

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions