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AMB336 Research Report
Semester 1, 2018
Due date: Thursday 24th May (Week 12) via Turnitin 11.59pm
Individual or group: Individual
Word limit: 1800 Words
Format: Written report using size 12 Arial or Times New Roman font with 1.5 line spacing. Consistent Referencing style required.
A table can be used for assignment 1 and 2 but should be kept to 1x ½ page max (not counted in word count). 10% over is ok.
Title Assignment 2 Case Analysis
Purpose: To assess students’ ability to evaluate Internet technologies impact on international marketing practice, identify critical digital marketing concepts, develop and formulate international marketing recommendations based on this research investigation.
Description: Organsational context and target countries are provided below. Students are required to provide analysis related to the opportunities and challenges of contemporary digital marketing within international marketing settings, the consumer context within the target market and the type of product should be central drivers of these learnings. Students address these opportunities and challenges through the lens of context to better develop a realistic and justified digital international marketing recommendation.
- Read the research questions below.
- Provide an understanding of the opportunities and challenges pertinent to the brand/organisation.
- Provide insights on digital marketing related to the context brand/organisation.
- Provide a realistic and justified digital international marketing recommendation.
*Remember to support your findings, arguments and recommendation with academic, peer reviewed sources.
Assignment Two: AMB336 International Marketing
Students are to present an international marketing research report for higher education service exports for customers in Japan or Thailand for the “Australian National University” (Please don’t contact the organisation). You are the International marketing manager and must evaluate the country market settings and assess the potential viability of international growth with a digital marketing approach. Be aware of the changing environment and the impact on marketing activities in the international market such as “the customer experience”. Students are to draw upon the literature to highlight key areas where change is altering the international marketing activities and performance of the organisation. Further, the impact of the Internet on international marketing performance indicators such as enrolments from international students has become clearer in recent years and should also be a focus (see earlier lectures). For example, new Internet based technologies such as virtual reality, augmented reality and other platforms should be evaluated as tools for the project.
Criteria reference assessment (CRA) is available through Blackboard.
Scenario: A well-established Australian university “Australian National University” recently saw increased international student demand. The organisation is a large education services provider. You, the international marketing manager believes that Japan or Thailand (you pick one and justify) may be a potential growth area/market for the University. Further, the head of marketing believes Internet technology may also enhance the organisations ability to generate profits now and in the future from those markets, but is unsure how. Can you help analyse and evaluate the potential for this country market? Choose a particular area of Japan or Thailand and justify this choice. Further, assess how the Internet through virtual reality or augmented reality this might assist the firm in their international marketing activities of their product?
Research Question: Who is the customer/students (eg end users, businesses and or government)? How might these country specific and technology elements influence the marketing activities and performance of the firm from those markets? What strategy might be most appropriate? How has the Internet influenced international customer behaviour and/or culture from that market?
Student Note: Context means: 1. The Organisation and product. 2. Market –country market analysis 3. Marketing strategy and Internet marketing.
Assignment Two structure: Please follow the structure
1. Executive summary
Summary of the main findings:
What are the main findings in the investigation?
§ (Do this last) (200 words approximately)
What are the main opportunities and challenges for the firm in country chose and in relation to this technology approach?
§ A few core ideas (2-3) in each section with the support of research (journals and other industry data) (800 words approx.)
§ Make sure you are drawing ideas from the literature so as to get some depth, giving both sides of an argument and also use industry data to justify.
3. Evaluate and recommendations
What are the main ideas recommended that have the most influence on the international marketing for this firm/product/customer (services exports) in this market (chosen market)?
§ What is your recommendation: what international marketing strategy and digital marketing activities might work best and why? (800 words approx.)
§ For example: Give clear tangible recommendations in relation to; customer insight, customer demand, consumer behaviour, product/service modification, branding and labelling, distribution, positioning of the brand, price and or promotions.
§ You can choose to discuss what you like. Obviously you cannot discuss everything, so make decisions related to the international marketing activities that you think are the most critical within this context you have been given.
Note: Lectures, tutorial activities, readings as well as your own diligence will help you complete the assessment. Therefore, please attend all related tutorials and lectures when possible. All information related to assessment is on the BB site, lectures are recorded (but are not a replacement), and tutorial material will be available after the tutorial (but is not a replacement for the activity as reproducing activity and engagement is not achievable). Active participation is the best way to do well in the unit.
Originally posted 2018-05-15 11:09:33.