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AMB336 International Marketing
Assessment # 2 – Research Report
SUMMER, 2019/20
Due date: Friday 24 January 2020 (Week 9) via Turnitin 11.59pm
Weighting: 50%
Individual or group: Individual
Word limit: 1,800 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 International Marketing Research Report
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 international 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 country, company, customer context to better develop a
realistic and justified recommendation.
Instructions:

  1. Read the research questions below.
  2. Provide an understanding of the opportunities and challenges pertinent to the
    brand/organisation/international customer.
  3. Provide insights on digital marketing related to the context brand/organisation.
  4. Provide a realistic and justified digital international marketing recommendation.
  • Remember to support your findings, arguments and recommendation with academic, peer
    reviewed sources.
    Assessment #2 – International Marketing Research Report 2
    Assignment Two: AMB336 International Marketing
    Students are to present an international marketing research report for architect service
    Exports into China for the firm “Australian Architects Limited” (NOTE: This organisation
    is fictitious). You are the International marketing manager and must evaluate the country
    market settings and assess the potential viability of international growth into China using
    a digital marketing platform. Be aware of the changing environment and the impact on
    marketing activities in the international market such as “the client experience”. Students
    are to draw upon the literature to highlight key areas where change is altering the
    international marketing activities and performance of the firm. Further, the impact of the
    Internet on international marketing performance indicators such as sales from
    international customers has become clearer in recent years and should also be a focus
    (Mathews, Healy and Wickramasekera, 2012; Mathews, Bianchi, Perks, Healy and
    Wickramasekera, 2016). For example, new Internet based technologies such as virtual
    reality, augmented reality and other platforms should be evaluated as tools for the
    project.
    The criteria reference assessment (CRA / grading form) is available through Blackboard.
    Scenario: A well-established Australian company “Australian Architects Limited”
    recently received some tender opportunities from international clients from China. The
    company is a medium to large sized company employing 200 staff. You, the international
    marketing manager believes that China may be a potential market for the firm. Further,
    the CEO believes the Internet may also enhance the firm’s ability to generate profits now
    and in the future, but is unsure how. Can you help analyse and evaluate the potential for
    this country market? Further, can you also assess how the Internet might assist the firm
    in their international marketing activities of their product into China?
    Research Question: Who would your customer be in China (e.g., businesses and or
    government)? How might these environmental elements influence the marketing
    activities and performance of the firm in China? What strategy might be most
    appropriate? How has the Internet influenced international client behaviour and/or
    business culture in China? Choose a particular geographic area of China and justify this
    choice. Further, assess how virtual reality or augmented reality will assist the firm in their
    international marketing activities of their product?
    Student Note: Context means:
  1. The Organisation and product.
    Assessment #2 – International Marketing Research Report 3
  2. Market – country.
  3. Internet marketing activity.
    Assignment Two structure: Please follow the structure
  4. Executive summary
    Summary of the main findings:
    What are the main findings in the investigation?
     (Do this last) (200 words approximately)
  5. Analysis:
    Research:
    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.
  6. Evaluation and recommendations
    What are the main ideas recommended that have the most influence on the international
    marketing for this firm/product/customer 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.
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