AMB336 Research Report
AMB336 Research Report
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: Company 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
1. Read the research questions below.
2. Provide an understanding of the opportunities and challenges pertinent to the brand/company.
3. Provide insights on digital marketing related to the context brand/company.
4. 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 tourism service exports for customers in China, Malaysia or New Zealand for the firm “Frazer
Island Tours” (Please don’t contact the company). 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 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 (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 company “Frazer Island Tours” recently saw increased international customer demand. The company is a medium sized company. You,
the international marketing manager believes that China, Malaysia or New Zealand (you pick one) may be a potential growth area/market for the firm. Further, the CEO
believes Internet technology may also enhance the firm’s 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 China, Malaysia or New Zealand 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 (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 Company and product. 2. Market –country market analysis 3. Marketing strategy and Internet marketing.