Dear Sir,

My subject is International Marketing, and for this group assessment (Market Planing) is continue our the first assignment Situation analysis about Hulu company expand its operation into Singapore.( The subject Outline shows the detail for the first and second assessment and I also will upload my first essay I have done).The essay also should follow the Marking Criteria that I upload and do the Introduction and Marketing theory those two parts. For my parts, 150 words for Introduction and 440 words for Marketing theory. The first part is Introduction, Sir u can read my first assessment firstly and do this parts. The second part is Marketing theory, after our members discuss, I need write about the 7Ps model( Only 1 model) related our case, and Adoptation ?Standardization I also need do. Actually, just follow our Marketing Criteria and the first assessment I done( situation analysis), write the Introduction and Marketing theory those two parts according to I mentions. I need collect the answer before tomorrow 1:00Pm Singapore time. The Marketing theory part is very important, do this part carefully follow our Marketing Criteria! Thanks!

MARK343INTERNATIONAL MARKETINGPSB T1/2016 Assessment Task 2 International Marketing Plan 30% (Group) Marking Criteria Marking Content Executive Summary: including report aims, findings, brief details of marketing strategies, recommendations and conclusion Introduction: report's significance, objectives, strategies used to meet those objectives, snapshot of company and industry description including the target country Marketing theory (analytical models): clear description of models, objectives, strengths and weakness of models, rationale for use Situation Analysis (clear description of findings) Company Analysis: Mission, vision, profit, market share, objectives and structure Macro Environment Analysis: PESTLE analysis Competitor and Industry Analysis: Porter's Five Forces Analysis (or others) Customer Environment: Customer analysis - segmentation, consumer decision making Collaborators: Distributors, suppliers, strategic alliances, government agencies Strategy Formulation SWOT Analysis Identification of problem(s) and statement(s) of possible strategies Segmentation, targeting and positioning Overarching strategy: selection, identification, and recommendation of strategy/-ies: e.g. Ansoff's, Porter's, Product Life Cycle strategy Marketing Objectives: SMART (specific, measurable, attainable, relevant, time) Market Entry Mode: e.g. Internet, export, import, distributor, direct sales, licensing and franchising, strategic alliance joint venture, foreign direct investment Marketing Mix Strategies Product: core, actual and support components Price: price setting strategy/-ies Place: channel strategy/-ies (consider 6 c's) Promotion: communication plan Conclusions: present orientation, succinct summary of the report (no new information) Recommendations: should be SMART! Presentation Guidelines Met set criteria - refer to the subject guideline Well-presented and laid out, logical structure, professional style Complied with report length requirement (page or word count) Illustrated graphics where appropriate (either in report or appendix), if any Attended to details - proof-reading Demonstration of investigative and research skills (relevant facts and figures) Capacity of analysis of information and critical thinking Depth of research and research limitations including at least 15 academic references (not older than 5 years) that describe theory behind the selected analytical models/strategies, relevant academic/industry journals/websites (no Wikipedia), textbooks. Quality (accuracy) of secondary data sources and referencing TOTAL MARKS Comments: 1 Maximum Marks 10 5 10 10 20 5 15 5 5 5 10 100 Actual Marks MARK 343: International Marketing Assessment 1: Authentic Tasks - Situational Analysis Situational Analysis of Hulu in Singapore Company: Hulu Product: Monthly Subscription Host Country: Singapore Submission Date: 14th February 2016 (1546 words) Executive Summary for Situational Analysis of Hulu in Singapore Hulu is online video delivery service based in which is run based on monthly subscription service supported by advertising. It is only available in US and this essay assesses the viability of Hulu's expansion into Singapore. Singapore is a highly recommended location for Hulu's expansion as a result of the macro environment factors is a 0 1 strategic fit for it. Singapore's political stability, availability of disposable income, costcutting due to pessimistic economic outlook and possession of an advanced internet infrastructure makes it an attractive place to expand into. Potential potholes include their strong censorship and tight control over media. The outlook for the industry is optimistic in general. There is low threat of industry rivalry as it is an emerging industry in Singapore. Threats of new entrants is also unlikely due to the difficulties in obtaining a profitable business model as a result of high set-up costs. While substitutes for entertainment are plenty, the up-to-date US entertainment from Hulu is difficult to replace. The consumers and suppliers hold moderate to high bargaining power. Consumers are able to easily switch from Hulu as there is no cancellation fees and the services are charged monthly with minimal setup costs. Suppliers hold considerable influence over Hulu as they are able to restrict their content to Hulu via licensing fees. Additional recommendations includes focusing on producing original content and to convert illegitimate viewers into paying consumers. Table of Contents Executive Summary 1.0 Introduction..........................................................................................................................3 1.1 Company and Industry Analysis..................................................................................3 2.0 Macro Environment Analysis...............................................................................................3 2.1 Political.............................................................................................................................3 2.2 Economic..........................................................................................................................4 1 2 2.3 Social................................................................................................................................4 2.4 Technological....................................................................................................................4 2.5 Legal.................................................................................................................................4 3.0 Competitor and Industry Analysis........................................................................................5 3.1 Industry Rivalry (Rated as Low)......................................................................................5 3.2 Bargaining Power of Consumers (Rated as Medium)......................................................5 3.3 Bargaining power of suppliers (Rated as High)...............................................................5 3.4 Threat of New Entrants (Rated as Low)...........................................................................6 3.5 Threat of Substitutes (Rated as Low)...............................................................................6 4.0 Recommendations................................................................................................................6 5.0 Conclusion............................................................................................................................7 References Situational Analysis for Hulu in Singapore 1.0 Introduction Hulu is an internet website that provides a monthly subscription service for adsupported on-demand streaming of videos, television shows and movies via computers or Smart TV. Hulu currently operates only in the US (Hulu.com 2016). This essay performs a situational analysis for Hulu to ascertain the viability of expansion into Singapore. In addition 2 3 to the analysis of macro environment factors of Singapore, competitor and industry analysis were used as part of the situational analysis. Further recommendations for Hulu's expansion into Singapore will be provided. 1.1 Company and Industry Analysis Hulu provides a streaming internet service for television content of primarily other different networks. It is unique for its dual revenue streams of advertisements and subscribers. Hulu's major advantage over other online video distribution is that they show currently airing series from many different networks and no other services are able to match them for it (Ulin 2014). The industry for online video is poised to increase 60% (Nielsen 201 4) and is a big opportunity for growth and expansion for Hulu. Hulu's products are its limited-advertisements and advertisement-free monthly subscription which costs $7.99 and $11.99 respectively (Hulu.com 2016) . 2.0 Macro Environment Analysis Macro environment factors refers to worldwide and national event or trends which are not within the control of companies. From a marketing perspective, the PESTLE analysis serve as a framework to categorise the many macro environment factors in order to obtain a multi-faceted 'big picture' view (Kotler & Armstrong 2012). This helps the company to understand the various risks and potential growth in the host country. It separates macro environment factors into political, economic, social, technological, legal and environmental factors which are analysed below. 2.1 Political The political stability of the country is of interest to Hulu. As Hulu has not expanded beyond the United States, it would be prudent to first expand to a political stable country so that they can test their expansion capabilities. Singapore has the lowest political risk in Asia (PERC 2010). Singapore is also ranked as the first for Ease of Doing Business in the World Bank report in 2015. These factors make Singapore an attractive choice for expansion. 2.2 Economic The economic health of Singapore market is also an important factor to consider.. The price of Hulu's service is well within the budget of the average Singaporean. China's recent economic slowdown also has an impact on Singapore's economy (Shafer 2016). The economic downturn might prove to be an opportunity for Hulu to capitalise on. Hulu's 3 4 charges for monthly basic services are much lower at 7.99 USD compared to the sole local cable TV provider Starhub at 19.93 USD (Starhub 2016). 2.3 Social Social factors analyse the mentality of consumers in any given market. A trend seen in the US which is also experiencing an economic down turn is the increase in cord-cutting. Cord cutting refers to consumers rejecting pay-TV in favour of digital streaming alternatives. The prime reason for doing so is cost and the ability to pay for only what you want (Snider 2015). Hulu can anticipate this trend and offer their services pre-emptively in Singapore to convince the citizens to make the switch. Singapore also has a westernised culture and also tend to consume American-made video entertainment which is provided by Hulu. 2.4 Technological The internet infrastructure in Singapore is also more than equipped for online digital streaming. At 135.4 Mbps, Singapore has the world's fastest average peak Internet speed (Channel Newsasia 2015). Singapore also has a Residential Wired Broadband Household Penetration Rate of 107.6% (IDA, 2014). This implies a huge prospective market for Hulu to capitalise on as they depend on the internet as the mode of delivery of their services. The widespread and quick internet minimises the failure in delivery. 2.5 Legal In Singapore, the Media Development Authority has strict regulations in its media industry to prevent political, racial and religious unrest (Fong 2015). Since the content of Hulu is curated by the company itself, it has to ensure that it is suitable for the viewing public of Singapore. 3.0 Competitor and Industry Analysis Understanding the competition and the industry is important to the company's for expansion. The specific industry in a specific industry has to assess for its profitability and attractiveness. Porter's 5 forces is a framework used to assess the competition of the industry and its attractiveness (Kotler & Armstrong). It assists in the formulation of corporate strategy by analysing the following five competitive forces 3.1 Industry Rivalry (Rated as Low) Industry rivalry refers to the extent of competition among existing firms. Intense competition induces pressure on margins and prices and adversely affects profitability. 4 5 Industry rivalry is low as the online video distributing industry is in the growth phase and there are few competitors. Most competitors are also unable to match the scale and size of the content which Hulu provides. With the huge potential market size of online video distribution, there. Hulu also stands out among its competitors for its ability to monetise its content and aids in its longevity in the industry. 3.2 Bargaining Power of Consumers (Rated as Medium) The nature of online video distribution increases the bargaining power of consumers as it offers a different avenue to access content legally. Current watchers can watch content through tradition cable, directly through the networks' online site, competitors such as Netflix and through illegal streaming and downloads provided the user is savvy enough. Hulu also has no termination charges (Hulu 2016) and charges based on a monthly basis which gives the consumer even more power. 3.3 Bargaining power of suppliers (Rated as High) Suppliers provides all required inputs in order to provide goods and services (). Hulu's suppliers are the many different television networks that create shows for linear television. Hulu is highly dependent on its suppliers to license shows for online broadcast. They hold strong bargaining position as they can use the existing linear television format to reach out to consumers. Networks can choose not to license out their content as it may cannibalise their own market. Hulu have started to create their own content and be their own supplier. However, it is not a guarantee of success as it popularity remains unknown. Hulu does not have a strong track record for its original shows and it can be difficult to convince consumers based on it 3.4 Threat of New Entrants (Rated as Low) Online video distribution is a hard market to enter as it has three difficult problems to surmount. Firstly, it requires licensed video content from various networks which is expensive and difficult to get. It would need to show networks that it is providing reach to a previously untargeted segment or will cannibalise their own viewership. Secondly, is the server cost for online content due to large amount of video data and to support huge numbers of simultaneous users. These leads to the last issue of obtaining a revenue model to ensure profitability. 5 6 3.5 Threat of Substitutes (Rated as Low) Substitutes of online video delivery would be entertainment. The closest and most dominant form of entertainment would be television via cable. However, Hulu has strong advantages over it such as price, availability of content just after it showed on their respective networks. While other forms of entertainment such as games and books exists, they exists for other market segments rather than for an avid television watcher. 4.0 Recommendations The combined analysis of Porter 5 forces and macro environment factors gives rise to the following SWOT analysis. It takes into perspective of the industry and an overall view of Singapore which assists in formulating proper responses and ensure the right strategy is chosen. Figure 1. SWOT analysis of Hulu It is highly recommended for Hulu to expand into Singapore as the macro environmental factors mostly favour its entry. The industry in Singapore is also immature and has high potential for growth and profitability. Hulu is able to leverage on its expertise in the US market and offer its unique benefits to consumers in Singapore. Hulu should also continue its efforts to produce original content. These shows mitigates the increasing cost of licensing programs and their low bargaining power suppliers. By owning the content they deliver, the advertising revenue derived would be wholly for themselves rather than shared with networks. 6 7 Online piracy is a huge problem which erodes the potential user base for Hulu.. While online piracy is a problem, Hulu can provide a legal alternative to dissuade piracy. It is not enough to just ban illegal activities, a viable alternative must also be given. Digital piracy in Singapore is attributed to high cost and slow delivery of content. By keeping the price low and ensuring timely delivery of such shows, Hulu can present itself as an answer to the consumer's demands. 5.0 Conclusion Singapore is an attractive place for Hulu to expand into as the macro environmental forces suits a technological-based service. The industry of online video delivery is in the growth phase and offers opportunities for profit and enhancing their brand. While it faces difficulties in obtaining new content and users, proper management and clear strategic goals will overcome the situation. Additional focus should be placed on creating new content and converting illegal pirates into legitimate users. References Savage, M, Bagnall, G & Longhurst, B 2005, Globalization and belonging, SAGE, London. Cateora, P, Gilly,M & Graham, J, International Marketing, McGraw-Hill Irwin New York. Chaffey, D & Ellis-Chadwick, F 2012. Digital Marketing, Pearson, Harlow. 7 8 Channel NewsAsia 2016, Singapore's Internet connection speed among top 10 in Asia Pacific: Akamai., viewed 10th February 2016 . Data.worldbank.org 2016,. Ease of doing business index (1=most business-friendly regulations) | Data | Table, viewed 10th February 2016 . Fong, XY 2015, 'Censorship as Performance: A case of Singapore Media Production', Media, Margins and Popular Culture, pp 202-215 Hulu.com 2016, About Hulu | Hulu Press, viewed 10th February 2016 . IDA, Statistics on Telecomm Services for 2014 (Jan - Jun), viewed 9th February 14, 2016, . Kotler, P & Armstrong, G 2012, Principles of marketing, Pearson Prentice Hall, Boston. Nielsen 2014, The Total Audience Report, viewed 11th February 2016, . Perc 2010, Asian Risk Prospects - 2010 Shafer, L 2016, 'China slowdown is biting Singapore economy amid demographic crunch', CNBC, 19th January, viewed 9th February, . Singstat 2014, Key Household Income Trends, 2014, viewed 11th February 2016, . 8 9 Snider, M 2015, 'Cutting the Cord: Next year will bring even more streaming options', USAToday, 28th December, viewed 9th February, . StarHub 2016, Cable TV Bundles - StarHub Singapore, viewed 10th February 2016, . Ulin 2013, The business of media distribution. Monetizing film, TV and video content in an online world. 2nd, rev. ed. ,Focal Press, Oxford. 9 School of Management, Operations and Marketing MARK343: International Marketing Subject Outline 6 credit points Subject Information PSB Trimester 1, 2016 PSB Academy On Campus Full and Part Time Classes Pre-requisites: MARK101, MARK213 or MARK293 Co-requisites: Nil Restrictions: Nil Contact Hours: Online Subject Material: Nil Teaching Staff Teaching Role Coordinator and Lecturer Name Dr Ping Kattiyapornpong Telephone +61 2 4221 5973 Email pingk@uow.edu.au Consultation Times TBA Teaching Role Tutor Name Mr. Ho Kai Joo Jason Email jasonh@uow.edu.au Consultation Times TBA MARK343 Subject Outline PSB Trimester 1, 2016 Page 1 of 17 Email Etiquette: Consultation with your subject coordinator and/or teachers via email Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately and in a timely fashion, students are asked to observe basic requirements of professional communication: Consider what the communication is about Is your question addressed elsewhere (e.g. in this subject outline or, where applicable, on the subject's eLearning site)? Is it something that is better discussed in person or by telephone? This may be the case if your query requires a lengthy response or a dialogue in order to address. If so, see consultation times above and/or schedule an appointment. Are you addressing your request to the most appropriate person? Specific email title/ header to enable easy identification of subject related/ student emails Identify the subject code of the subject you are enquiring about (as your teacher may be involved in more than one subject) in the email header. Add a brief, specific header after the subject code where appropriate Professional courtesy Address your teacher appropriately by name (and formal title if you do not yet know them). Use full words (avoid 'text-speak' abbreviations), correct grammar and correct spelling. Be respectful and courteous. Academics will normally respond within 1-2 days. If the matter is urgent, you may wish to telephone the Teaching Staff whose contact details are given in this subject outline or contacting the School. Please ensure that you include your full name and identify your seminar or tutorial group in your email so that your teachers know who they are communicating with and can follow-up personally where appropriate. A guide to eLearning 'Netiquette' is available at http://www.uow.edu.au/student/elearningetiquette/index.html. The basic principles of Netiquette also apply to email communication. Copyright Commonwealth of Australia Copyright Regulations 1969 2016 University of Wollongong The original material prepared for this guide is covered by copyright. Apart from fair dealing for the purposes of private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission. MARK343 Subject Outline PSB Trimester 1, 2016 Page 2 of 17 Table of Contents Section A: General Information ...................................................................................................................... 4. Learning Outcomes ................................................................................................................................... 4. Course Learning Outcomes .................................................................................................................. 4. Student Learning Outcomes .................................................................................................................. 4. Subject Description ............................................................................................................................... 4. Readings, References and Materials ......................................................................................................... 5. Major Text(s) ......................................................................................................................................... 5. Key References ..................................................................................................................................... 5. Recommended Background and Further Reading ................................................................................ 5. Lectures, Tutorials and Attendance Requirements .................................................................................... 5. Lecture Program: Full Time *................................................................................................................. 6. Tutorial Program: Full Time *................................................................................................................. 7. Lecture Times: Part Time * .................................................................................................................... 9. Lecture Program: Part Time * ................................................................................................................ 9. Tutorial Program: Part Time * .............................................................................................................. 10. Attendance Requirements ....................................................................................................................... 11. Recent Improvements to Subject ............................................................................................................. 11. Section B: Assessment ................................................................................................................................ 12. Assessment Summary ............................................................................................................................. 12. Additional Assessment Information.......................................................................................................... 12. Performance Level .................................................................................................................................. 15. Types of Assessment and Collaboration.................................................................................................. 15. Submission, Retention and Collection of Written Assessment ................................................................. 16. Submitting Assessment Tasks ............................................................................................................ 16. Faxing, Posting and Emailing Assessment Work ................................................................................ 16. Late Submission of Assessment Tasks ............................................................................................... 16. Collection ............................................................................................................................................ 16. Retention ............................................................................................................................................. 16. Scaling..................................................................................................................................................... 16. Plagiarism ................................................................................................................................................ 17. Faculty of Business Plagiarism Prevention Policy ............................................................................... 17. Referencing ............................................................................................................................................. 17. Why do you need to reference? .......................................................................................................... 17. The Harvard System of Referencing ................................................................................................... 18. Citation of Internet Sources ................................................................................................................. 18. Section C: General Advice for Students ....................................................................................................... 18. MARK343 Subject Outline PSB Trimester 1, 2016 Page 3 of 17 Section A: General Information Learning Outcomes and Graduate Qualities Student Learning Outcomes On the successful completion of this subject, students will be able to: 1. Understand and apply cases, readings and international business reports to evaluate corporate problems/opportunities in an international environment. 2. Identify and analyse opportunities within international marketing environments using various strategic marketing management techniques. 3. Demonstrate the enhancement of problem-solving skills by analysing international marketing strategy at the corporate, regional and local levels. 4. Understand and apply financial and quantitative analysis to evaluate the current and projected performance of a company, and/or marketing opportunities. 5. Demonstrate the development of a comprehensive course of action for a business firm using formal decision-making processes. 6. Successfully demonstrate and produce the completion of the final written project using skills acquired throughout the subject. Subject Description The principal aim of the subject is to analyse the global marketing environment and develop appropriate international marketing strategies. The content will include: socio-economic, legal, political, financial and cultural factors affecting international marketing operations; analysing the profiles of selected regional markets and strategic options for entry and expansion in those markets; international marketing research methods and data analysis techniques; international marketing mix decisions; and contemporary issues in multinational marketing. Graduate Qualities The Faculty has five Graduate Qualities which we aim to progressively develop in our students through learning and teaching. Graduate Quality Informed Our graduates will: have gained appropriate conceptual and applied knowledge that is research-based have developed skills for independent thinking and life-long learning Graduate Qualities Taught, Practised or Assessed in this Subject Yes acknowledge the work and ideas of others be innovative in their thinking and work practices Innovative and Flexible Socially Responsible Connected Communicators MARK343 Subject Outline be flexible in their approach be able to apply creativity and logical analysis to solving business and social issues appreciate the social and ethical dimensions of business be able to make informed choices for the benefit of society be able to work and network effectively with others appreciate the links between ideas and practice in domestic and international business, the public sector and community contexts demonstrate an effective level of interpersonal, written, and verbal communication skills show an understanding of intercultural communication practices PSB Trimester 1, 2016 Yes Yes Yes Yes Page 4 of 17 Readings, References and Materials Major Text(s) Cateora, P.R., Graham, J.L., Sullivan Mort, G., D'Souza, C., Taghian, M., Weerawardena, J. (2012). International Marketing, 2nd Ed. McGraw-Hill, North Ryde NSW Australia. Textbook details are available online from the University Bookshop at http://unicentre.uow.edu.au/unishop/ Key References 1. International Marketing Review (electronic resource via library Journals) Published by MCB University Press, Bradford, England. 2. Journal of International Marketing (electronic resource via library Journals) Published by American Marketing Association, Chicago, USA. Recommended Background and Further Reading 1. Cateora, P.R., Sullivan, M.G., D'Souza, C., Taghlian, M., Weerawardena, J., & Graham, J.L., 2012, International Marketing, 2nd Edition, McGraw-Hill, North Ryde. 2. Cateora, P. R., Graham, J.L., & Gilly, M., 2012, International Marketing, 16th Edition, McGraw-Hill. 3. Czinkota, M., Ronkainen, I., Sutton-Brady, C. and Beal, T., & Stegemann, N., 2014, International Marketing, 3rd Asia-Pacific Edition, Cengage, South Melbourne. 4. Fletcher, R., & Crawford, H., 2011, International Marketing: An Asia-Pacific Perspective, 5th Edition, Pearson, Frenchs Forest 5. Gillespie, K., & Hensessey, H.D., 2011, Global Marketing, 3rd Edition, Cengage, Mason. 6. Keegan, W.J., & Green, M.C., 2011, Global Marketing, 6th Edition, Pearson, New Jersey. 7. Kotabe, M., Marshall, A., Ang, S.H., Griffiths, K., Voola, R., Roberts, R.E., & Helsen, K., 2014, International Marketing, 4th Asia-Pacific Edition, Wiley, Milton. This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources. Lectures, Tutorials and Attendance Requirements Lecture Times: Full Time * Date Start Time End Time Room Tuesday 26 January 2016 12:00 15:00 TBA Tuesday 26 January 2016 15:30 18:30 TBA Wednesday 27 January 2016 12:00 16:00 TBA Thursday 28 January 2016 12:00 16:00 TBA Friday 29 January 2016 12:00 15:00 TBA Friday 29 January 2016 15:30 18:30 TBA MARK343 Subject Outline PSB Trimester 1, 2016 Page 5 of 17 Lecture Program: Full Time * Date 12.00-15.00 15.30-18.30 Wednesday 27 January 2016 12.00-16.00 Thursday 28 January 2016 12.00-16.00 Friday 29 January 2016 12.00-15.00 15.30-18.30 Readings Subject Introduction Tuesday 26 January 2016 Topics Covered Subject Outline Part 1 Overview The scope and challenge of international marketing The dynamic environment of international trade Textbook Chapter 1 Textbook Chapter 2 Part 2 External Environment Cultural Dynamics in assessing global markets The Political and Legal Environment: A critical concern Part 3 Global Opportunities Developing Global Vision through Marketing Research Emerging markets Part 4 Developing Global Marketing Strategies Products for Consumers Products and Services for Business Pricing for International Markets Part 4 Developing Global Marketing Strategies International Marketing Channels Exporting, Managing and Logistics Integrated Marketing Communications and International Advertising Communications and International Advertising Personal Selling and Sales Management Textbook Chapter 3 Textbook Chapter 6 Textbook Chapter 7 Textbook Chapter 8 Textbook Chapter 12 Textbook Chapter 13 Textbook Chapter 18 Textbook Chapter 14 Textbook Chapter 15 Textbook Chapter 16 Textbook Chapter 17 Exam Revision Tutorial Program: Full Time * Date Topics Covered Readings Review the lecture notes from Contact 1. 3/02/2016 A: 8:30am - 11:30am B: 12noon - 3pm 4/02/2016 C: 8:30 - 11:30 D: 12noon - 3pm Review of fundamental marketing concepts. Preview of study group agreements. Discussion: Assignment 1 and marking guidelines. Case study 1-1: Starbucks - going global fast (pp.589-593) Read the study group agreement template on Moodle. Read Assignment 1 instructions and marking guidelines. Read the case study and answer the questions. 15/02/2016 A: 8:30am - 11:30am B: 12noon - 3pm C: 3:30pm - 6:30 Review of concepts from Contact 2. Return of study group agreements. Discussion: Assignment 2 and marking guidelines. 17/02/2016 D: 8:30am - 11:30am MARK343 Subject Outline Review the lecture notes from Contact 2. Read Assignment 2 instructions and marking guidelines. Case study 1-3: Coke and Pepsi learn to compete in India (pp. 598-605). Read the case study and PSB Trimester 1, 2016 Page 6 of 17 answer the questions. 17/02/2016 A: 12noon - 3pm B: 3:30pm - 6:30pm 18/02/2016 C: 8:30am - 11:30am D: 12noon - 3:00pm 24/02/2016 A: 8:30am - 11:30am B: 12noon - 3pm 25/02/2016 C: 8:30am - 11:30am D: 12noon - 3pm Review of concepts from Contact 3. Case study 2-1: The not-so-wonderful world of Euro Disney - things are better now at Disneyland Resort Paris (pp. 606-612). Review the lecture notes from Contact 3. Read the case study and answer the questions. Case study 2-3: Ethics and Airbus (pp. 616-622). Review of concepts from Contact 4. Feedback provision for Assignment 1. Discussion: how to use feedback from Assignment 1 for Assignment 2. Review the lecture notes from Contact 4. Read the case studies and answer the questions. Case study 3-2: Swifter, higher, stronger, dearer (pp. 634-638). 3/03/2016 A: 8:30am - 10:30am B: 10:30am - 12:30pm C: 1pm - 3pm D: 3:30pm - 5:30pm Case study 3-4: Continued growth for Zara and Inditex (pp. 642-649). 16/03/2016 A: 8:30am - 11:30am B: 12noon - 3pm Feedback provision for Assignment 2. 17/03/2016 C: 8:30 - 11:30 D: 12noon - 3pm Case study 4-3: AIDS, condoms and carnival (pp. 658-663). Case study 4-4: Making socially responsible and ethical marketing decisions - selling tobacco to third world countries (pp. 663-669). Exam workshop. Subject review. Read the case studies and answer the questions. Review the lecture notes from the course. Read the case study and answer the questions. Study Break 21/03/2016 - 27/03/2016 Final Exam 1/04/2016 9:30am * The above times and program may be subject to change. MARK343 Subject Outline PSB Trimester 1, 2016 Page 7 of 17 Lecture Times: Part Time * Date Start Time End Time Room Wednesday 27 January 2016 19:00 22:00 TBA Thursday 28 January 2016 19:00 22:00 TBA Saturday 30 January 2016 09:00 13:00 TBA Saturday 30 January 2016 14:00 17:00 TBA Sunday 31 January 2016 09:00 13:00 TBA Sunday 31 January 2016 14:00 17:00 TBA Lecture Program: Part Time * Date Topics Covered Readings Subject Introduction Subject Outline Part 1 Overview The scope and challenge of international marketing The dynamic environment of international trade Textbook Chapter 1 Textbook Chapter 2 Wednesday 27 January 2016 19.00-22.00 Thursday 28 January 2016 Part 2 External Environment Textbook Chapter 3 Cultural Dynamics in assessing global markets Textbook Chapter 6 The Political and Legal Environment: A critical concern 19.00-22.00 Part 3 Global Opportunities Developing Global Vision through Marketing Research Textbook Chapter 7 Saturday 30 January 2016 09.00-13.00 14.00-17.00 Sunday 31 January 2016 09.00-13.00 14.00-17.00 Part 3 Global Opportunities Emerging markets Part 4 Developing Global Marketing Strategies Products for Consumers Products and Services for Business International Marketing Channels Exporting, Managing and Logistics Part 4 Developing Global Marketing Strategies Integrated Marketing Communications and International Advertising Personal Selling and Sales Management Pricing for International Markets Textbook Chapter 8 Textbook Chapter 12 Textbook Chapter 13 Textbook Chapter 14 Textbook Chapter 15 Textbook Chapter 16 Textbook Chapter 17 Textbook Chapter 18 Exam Revision MARK343 Subject Outline PSB Trimester 1, 2016 Page 8 of 17 Tutorial Program: Part Time * Date Topics Covered Readings Review the lecture notes from Contact 1. 3/02/2016 7pm - 10pm Review of fundamental marketing concepts. Preview of study group agreements. Discussion: Assignment 1 and marking guidelines. Case study 1-1: Starbucks - going global fast (pp.589-593) Read the study group agreement template on Moodle. Read Assignment 1 instructions and marking guidelines. Read the case study and answer the questions. Review of concepts from Contact 2. Review the lecture notes from Contact 2. Return of study group agreements. 16/02/2016 7pm - 10pm Read Assignment 2 instructions and Discussion: Assignment 2 and marking marking guidelines. guidelines. Read the case study and answer the Case study 1-3: Coke and Pepsi learn to questions. compete in India (pp. 598-605). Review of concepts from Contact 3. 17/02/2016 7pm - 10pm Case study 2-1: The not-so-wonderful world of Euro Disney - things are better now at Disneyland Resort Paris (pp. 606612) Case study 2-3: Ethics and Airbus (pp. 616-622). Review the lecture notes from Contact 3. Read the case study and answer the questions. Review of concepts from Contact 4. Feedback provision for Assignment 1. 24/02/2016 7pm - 10pm Discussion: how to use feedback from Assignment 1 for Assignment 2. Review the lecture notes from Contact 4. Read the case studies and answer the questions. Case study 3-2: Swifter, higher, stronger, dearer (pp. 634-638). 2/03/2016 7pm - 9pm Case study 3-4: Continued growth for Zara and Inditex (pp. 642-649). Case study 4-3: AIDS, condoms and carnival (pp. 658-663). Read the case studies and answer the questions. Feedback provision for Assignment 2. 16/03/2016 7pm - 10pm Case study 4-4: Making socially responsible and ethical marketing decisions - selling tobacco to third world countries (pp. 663-669). Read the case studies and answer the questions. Review the lecture notes from the course. Exam workshop. Subject review. MARK343 Subject Outline PSB Trimester 1, 2016 Page 9 of 17 Study Break 21/03/2016 27/03/2016 Final Exam 1/04/2016 9:30am * The above times and program may be subject to change. Attendance Requirements The Faculty of Business expects all students to attend lectures and tutorials as we strongly believe that students who attend lectures and tutorials usually learn more and perform better in assignments and examinations. Under the Immigration and Checkpoints Authority of Singapore (ICA) regulations, all international students who are holding a Student Pass must not be absent from classes for a continuous period of 7 days or more, or have the percentage of attendance falling below 90% in any month of the course without any valid reason. PSB Academy reports monthly to the ICA of the students who fail to comply with ICA regulations. In such event(s), the Student Pass may be cancelled or no renewal will be granted to the student. Recent Improvements to Subject The Faculty of Business is committed to continual improvement in teaching and learning. In assessing teaching and learning practices in a subject, the Faculty takes into consideration student feedback from many sources. These sources include direct student feedback to tutors and lecturers, feedback through Business Central, responses to the Subject and Course Evaluation Surveys. These important student responses are used to make ongoing changes to subjects and courses. This information is also used to inform systemic comprehensive reviews of subjects and courses. MARK343 Subject Outline PSB Trimester 1, 2016 Page 10 of 17 Section B: Assessment Assessment Summary Assessment Item Form of Assessment % Assessment 1 Authentic Tasks 20% Assessment 2 Authentic Tasks 30% Assessment 3 Final Exam 50% TOTAL MARKS 100% Please note: Assignments may be retained for Quality Assurance purposes. Assessment 1: Authentic Tasks - Situational Analysis Gradate Qualities Assessed Marking Criteria Length Weighting Due Date Type of Collaboration Style and Format Informed Innovative and Flexible Socially Responsible Connected Communicators Detailed marking criteria will be provided on the Moodle site. Maximum 1,500 words. 20% Sunday 14 February 2016 Final Submission Time: 11:55pm Individual Assessment Business report style: The business plan should follow the structure and sequences as follows: Cover (title) page should include student name, ID number and detail of assessment task One-page executive summary Table of contents Introduction Body of report (situational analysis) Recommendations Conclusions Reference list Appendices (if any) Main body should use: Times New Roman font size 12 1.5 spacing 2.5cm margins Assessment Submission Assessment Return MARK343 Subject Outline Reference list should use: Harvard style referencing Beginning on a separate page from the main body of the essay Online Submission Via Moodle Assessment task handed in late will be penalised by the deduction of 20% of the maximum possible mark for that assessment per working day or part thereof. Assessment marks and feedback will be provided 2 weeks after the due date if submitted on time. PSB Trimester 1, 2016 Page 11 of 17 Detailed Information You are the new international marketing manager of a company* in Singapore. *A company must be a 'real-world' company that operates in Singapore, providing a key product, either a Singaporean company that operates at the national level OR the Singaporean operations of an international company. No regional or local company is allowed unless you consent in writing that you have access to information. Any other companies will only be approved by the subject coordinator. The company and a key product must be selected and approved by the subject coordinator by Sunday 31/01/2016 by 12pm (submission via Moodle), before proceeding any further steps to avoid mark deduction. Your selected company is now considering expanding its operations into a prospective country. Select an appropriate analytical framework to complete an analysis of the relevant business environment issues, support your analysis with relevant evidences. No more than FOUR students can select the same company and product. Students are to reflect on the knowledge acquired in the lectures and their own self-study/research, and provide introspection. This assessment task will form the first part of the international marketing plan completed as a group - refer to Assessment Task 2. Assessment 2: Authentic Tasks - International Marketing Plan Gradate Qualities Assessed Marking Criteria Length Weighting Due Date Type of Collaboration Style and Format Informed Innovative and Flexible Socially Responsible Connected Communicators Detailed marking criteria will be provided on the Moodle site. This is a group assignment, you need to submit your individual peer evaluation report via a web link shown on Moodle. Example of marks adjustment according to peer evaluation reports: Overall group marks multiplied by average % of an individual's contribution, e.g., if group marks are 80 and an individual's average % of contribution is 85, then his/her marks should be estimated as : 80* 0.85 = 68). Overall group marks multiplied by average % of an individual's contribution, e.g., if group marks are 80 and an individual's average % of contribution is 100, then his/her marks should be estimated as : 80* 1.00 = 80. Maximum 3,000 words. 30% Sunday 6 March 2016 Final Submission Time: 11.55pm Group Assessment Business report style The business plan should follow the structure and sequences as follows: Cover (title) page should include student name, ID number and detail of assessment task One-page executive summary Table of contents Introduction Body of report Recommendations Conclusions Reference list MARK343 Subject Outline PSB Trimester 1, 2016 Page 12 of 17 Appendices (if any) Main body should use: Times New Roman font size 12 1.5 spacing 2.5cm margins Assessment Submission Assessment Return Detailed Information Reference list should use: Harvard style referencing Beginning on a separate page from the main body of the essay Online Submission Via Moodle. Only ONE submission per group is required. This means that only 1 group member is required to upload the submission via Moodle. Assessment task handed in late will be penalised by the deduction of 20% of the maximum possible mark for that assessment per working day or part thereof. Assessment marks and feedback will be provided 2 weeks after the due date if submitted on time. Now that the environment analysis for the international marketing of the selected company is complete, the task now is to use the information to write a marketing plan. The report should include at least the following content: An overview of the company's market, including Porter's 5 forces analysis. A brief description of relevant cultural structural issues in Singapore or selected country. 5Cs and SWOT analyses. Details of target market segment(s). Details of why potential customers in Singapore or selected country will buy the product or use the service. Entry mode. Marketing mix strategy. Appropriate facts and figures on market size, market share, and market growth must be included as well as any relevant secondary data on consumer preferences and trends and the market. Assessment 3: Final Exam - Final Exam Gradate Qualities Assessed Marking Criteria Length Weighting Due Date MARK343 Subject Outline Informed Communicators Essays will be marked according to the following criteria: The degree to which the student has addressed the questions and explained the answers Whether the student has correctly identified key points, demonstrating knowledge of the relevant concepts and theories associated with the questions. The student's ability to demonstrate adequate application of the key points and knowledge of the theories to real-world examples. How well the relevant concepts and theories associated with the question are explained How well understanding of the relevant concepts and theories associated with the question are demonstrated How well theory has been applied to the question 3 hours. 50% The Final Exam will be held during the UOW Exam Period. It is your responsibility to source the time and date of the final examination via SOLS PSB Trimester 1, 2016 Page 13 of 17 Type of Collaboration Style and Format Detailed Information (Student ONLINE Services) when details become available. Individual Assessment Essay questions. Questions may be drawn from all topic areas covered in the course. Details are in lectures. Performance Level Students must complete all assessment tasks for this subject. In addition, you must achieve a total mark of 50% or over and obtain a minimum of 50% in the final examination or major piece of assessment (where this is no final exam). Students who do not meet these minimum performance level requirements will be given a Fail grade or TF (Technical Fail) grade on their Academic Transcript, in accordance with the General Course Rules. Failure to complete all assessment tasks will normally result in failure of the entire subject, other marks notwithstanding. Students should note that each credit point normally requires about 2 hours of study per week. Thus, a 6 credit point subject requires that students commit about 12 hours study a week, including attendance at lectures and tutorials. Where a student gains a mark of 50 or greater and does not meet a specified level in the assessment task required to pass this subject a Technical Fail grade will be used. Where Technical Fail is given, the following applies: a. b. c. d. Failure of the subject; TF (Technical Fail) without a mark will be granted; A TF will be presented on the student's Academic Transcript; and The allocated mark of 49 will be used as the WAM calculation for subjects at all levels. Students who fail a subject may be eligible for a supplementary exam depending on the final mark obtained for the subject and the final exam mark, or for other extenuating circumstances as approved by the relevant Head of School and Faculty Assessment Committee in line with University of Wollongong and Faculty of Business guidelines. Students who believe they may be eligible, and who have not already been advised accordingly, should consult their Lecturer or Subject Coordinator Types of Assessment and Collaboration Collaboration between students during the preparation of subject assessment tasks or case studies is only permitted dependent upon the category of assessment task declared by the subject coordinator and as printed in the Subject Outline. Type 1 - Take Home Exams: No collaboration of any kind is permitted between students or anyone else during formation and preparation of the contents of the student submission. Type 2 - Group Work: Collaboration is permitted between students in the same group but not with students in other groups. Type 3 - Individual Assessment: Collaboration is permitted between students only in the form of general discussion pertaining to relevant concepts or potential issues to be dealt with in completing the assessment. However, collaboration must not proceed to the point where it contributes directly to the final submission produced by the student. Joint planning of the actual contents of a student's submission is not permitted. Where the assessment requires formulation of a set of recommendations, a problem solution, or a specific course of action, collaboration is not permitted during their formulation. Needless to say, collaboration is not permitted during the actual preparation and writing of the student submission. Type 4 - Open Assessment: Collaboration with other students is permitted, subject to the normal rules governing plagiarism. That is, direct use of ideas contributed by others must be acknowledged. MARK343 Subject Outline PSB Trimester 1, 2016 Page 14 of 17 Submission, Retention and Collection of Written Assessment Assessed work must be handed in by the date and time listed under each assessment task. All assessment tasks must represent the enrolled student's own ORIGINAL work and must not have been previously submitted for assessment in any formal course of study. If a student does not attend a required in-session test/examination, and also fails to produce satisfactory medical or other reasons for this (See Section C: General Advice for Students), a deferred examination will NOT be offered, and the student may be deemed to have failed the subject, other marks notwithstanding. Submitting Assessment Tasks Students are required to submit original work which will provide a basis for the certification of competence in this subject. These assessments may include: examinations, tests, take-home examinations, quizzes, assignments, essays, laboratory reports, demonstrations, folio of creative works, performances, tutorial presentation and participation. Faxing, Posting and Emailing Assessment Work Students may not e-mail, post or fax assessment tasks unless specifically requested by or with the prior approval of the subject coordinator. Late Submission of Assessment Tasks Assessed work handed in late will be penalised by the deduction of 20 percent of the maximum possible mark for that assessment per working day or part thereof. The operation of this rule will not result in a negative mark being carried forward. This penalty for late submission may be waived upon presentation of a medical certificate of illness for a relevant period, or upon evidence of untoward or approved circumstances that fall under the Student Academic Consideration Policy (See Section C: General Advice for Students). Collection Assessment items will normally be returned to students within three (3) weeks of the due date. Assessment tasks which are relevant to the final examination for the subject will be marked and available for collection prior to the study week before the final examination. Retention The Faculty of Business will retain appropriate records in line with the State Records Act 1998 (NSW), other relevant legislation, standards and University of Wollongong policies. Scaling Marks awarded for any assessment task or part of any assessment task, including an examination may be subject to scaling at the end of the session. Marks will be scaled only when unpredicted circumstances occur and in order to ensure fairness of marking across groups of students. The method of scaling will depend on the type of scaling required by the circumstances. When scaling is deemed necessary, it will follow a detailed consideration by the Unit Assessment Committee and/or the Faculty Assessment Committee of the marks of the group of students concerned. Scaling will not affect any individual student's rank order within their cohort. For more information please refer to Standards for the Finalisation of Student Results Schedule 1: Scaling Guidelines http://www.uow.edu.au/about/policy/UOW039331.html#P324_20545 for details. MARK343 Subject Outline PSB Trimester 1, 2016 Page 15 of 17 Plagiarism The University's Academic Integrity and Plagiarism Policy, Faculty Handbooks and subject guides clearly set out the University's expectation that students submit only their own original work for assessment and avoid plagiarising the work of others or cheating. Re-using any of your own work (either in part or in full) which you have submitted previously for assessment is not permitted without appropriate acknowledgement. Plagiarism can be detected and has led to students being expelled from the University. The use by students of any website that provides access to essays or other assessment items (sometimes marketed as 'resources'), is extremely unwise. Students who provide an assessment item (or provide access to an assessment item) to others, either directly or indirectly (for example by uploading an assessment item to a website) are considered by the university to be intentionally or recklessly helping other students to cheat. This is considered academic misconduct and students place themselves at risk of being expelled from the University. Students should visit the following University website and become familiar with the University's policy on Plagiarism http://www.uow.edu.au/about/policy/UOW058648.html Faculty of Business Plagiarism Prevention Policy The Faculty of Business has introduced an e-learning module which aims to orientate you with the knowledge and resources to: avoid problems related to plagiarism develop your capacity to integrate evidence into your arguments reference correctly. The online module is openly available for use by students at any stage in their degree. You are strongly encouraged to use the module to help in assessing the academic integrity of your written work. The module can be accessed via http://businessfaculty.uow.edu.au/baio Referencing Why do you need to reference? At University it is necessary to acknowledge the sources of information and ideas that you have incorporated in your assessment tasks. Failure to do this thoroughly may result in accusations of plagiarism: this is the academic equivalent of stealing (because by not acknowledging someone else's work, you are presenting it as your own). Plagiarism is taken very seriously by the University and may result in expulsion from the University. Referencing is not only about acknowledging other people's work; accurate referencing and lists of references are beneficial when researching a topic as they allow the reader to follow up information and read further in the area. In a sense, references provide readers with clues to help them explore different avenues of a topic. This aspect of referencing will become more valuable to you as you progress in your studies. There is a correct procedure that must be followed when referencing and using footnotes. Not complying with these set techniques and format will most likely result in loss of marks. When writing an essay it is easiest to reference as you go, making sure you are writing down all relevant information. This will save hours trying to find the source again in the library. MARK343 Subject Outline PSB Trimester 1, 2016 Page 16 of 17 The Harvard System of Referencing The Faculty of Business uses the Harvard system of referencing. This system makes use of short references within the body of the text. It is supplemented by a detailed list of references at the end of the text, which provides all the information necessary to find the source material. In-text references include the author and year of publication, and where necessary the page number(s). It is the responsibility of students to ensure that they are familiar with the Harvard system of referencing and that they use it accurately in all written work submitted. Students should consult the following University Library website for a detailed explanation and examples of the Harvard system of referencing http://www.library.uow.edu.au/resourcesbytopic/UOW026621.html A referencing and citing guide is also available via the University Library website: http://public01.library.uow.edu.au/refcite/style-guides/html/ Citation of Internet Sources It is necessary for students to reference all sources used in their written work, including file transfer protocol sites, worldwide web sites, telnet sites, synchronous communications (MOOs, MUDs, IRC, etc.) GOPHER sites, and email, Listserv and Newsgroup citations. It is the responsibility of students to ensure that they are familiar with the accepted Faculty of Business practice for referencing electronic material and that they use it accurately in all written work submitted. Students should consult the following University Library website for a detailed explanation and examples of how to reference electronic material: http://public01.library.uow.edu.au/refcite/style-guides/html/ Section C: General Advice for Students For general information on university policies and procedures relevant to students, and for details about the range of Students Services available, please see General Advice for Students, which can be accessed online at http://business.uow.edu.au/UOW144987.html. Please note that some of these policies, procedures and services may not be available at PSB Academy, Singapore. Please contact the Student Services Centre Ph: 65172555 or http://psbacademy.force.com/case/CM_LogCaseForm for more information. MARK343 Subject Outline PSB Trimester 1, 2016 Page 17 of 17