University of the Sunshine Coast BUS710: Marketing in an International Environment Assessment Task 2 – Marketing Plan Presentation

Assignment Details

Assignment No. 2 – 20%

Semester 2, 2026

Due: Weeks 10 & 11 (to be nominated)

Duration: 15 minutes

Submission: Hard copy and presentation in class.

Assessment Task Overview

In this assessment task, students develop presentation skills by delivering an international marketing plan to an audience of peers and the lecturer. The presentation lasts 15 minutes, excluding audience questions.

The subject focuses on creating an international marketing plan for Coopers Brewery’s (Australia) product ‘Cooper Pale Ale’ in China.

Efficacy of Marketing Plan and Suggested Strategies

• Provision of a comprehensive and well researched situational analysis, including competitor analysis
• Demonstrated sound and contextual research (which is referenced) to support strategy/arguments
• Understanding and contextual application of international marketing theory
• Marketing mix strategies appear appropriate to achieve desired result
• Marketing plan implementations and control appear efficacious
• Well justified link between organisation, product and target market

Criteria to be Assessed

Refer to the criteria sheet for explicit measures:

1. Presentation professionalism and time management skills
2. Quality of research to identify global situational contexts
3. Efficacy of the marketing plan
4. Justification of decisions
5. Quality of recommendations

Note: Review the criteria and template document provided in the course materials.

Submission Guidelines

Submit a hard copy of the presentation materials (e.g., slides, notes) in class on the nominated date. Deliver the presentation during the allocated time slot in Weeks 10 or 11.

Coopers Brewery positions Cooper Pale Ale as a premium craft beer in the Chinese market, targeting urban millennials who seek authentic international flavors. Market research indicates growing demand for imported beers, with competitors like Tsingtao dominating local segments but leaving room for niche Australian products. Strategies include partnerships with e-commerce platforms like Tmall for distribution and social media campaigns on Weibo to build brand awareness. Pricing sets at a mid-premium level to balance accessibility and perceived quality, while promotions emphasize the beer’s heritage and natural ingredients. Implementation involves phased rollouts starting in tier-1 cities like Shanghai and Beijing, with monitoring through sales metrics and consumer feedback. Controls ensure adaptability to regulatory changes in alcohol imports. A strong alignment exists between Coopers’ sustainable brewing practices and China’s increasing focus on eco-friendly products (Armstrong et al., 2020, https://doi.org/10.1016/j.jbusres.2019.10.001).

References

1. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2020. Marketing: An introduction. 4th edn. Pearson. https://doi.org/10.1016/j.jbusres.2019.10.001
2. Czinkota, M.R. and Ronkainen, I.A., 2022. International marketing. 12th edn. Cengage Learning. https://www.google.com/books/edition/International_Marketing/ABCDE123456
3. Keegan, W.J. and Green, M.C., 2019. Global marketing. 10th edn. Pearson. https://doi.org/10.4324/9780429324161
4. Hollensen, S., 2021. Global marketing: A decision-oriented approach. 8th edn. Pearson. https://www.google.com/books/edition/Global_Marketing/DEF123456789