Law and Business

ACU marketing students team with BINUS University to crack the Indonesian market

Dr Al Marshall
Lecturer in Marketing Dr Al Marshall

ACU International Marketing students at the North Sydney Campus have teamed up with Indonesian students from BINUS University in Jakarta in an innovative project that involves identifying opportunities to market goods and services in both countries.

ACU students have been tasked to come up with ideas for Australian goods and services that could be marketed in Indonesia, while the Indonesian students are focusing their marketing efforts Down Under, and both groups are sharing local knowledge along the way.

Lecturer in Marketing Dr Al Marshall said the new 12-week initiative is giving ACU Bachelor of Commerce students a unique insight into one of the world’s fast-developing economies.

“ACU students are working with their Indonesian counterparts in a culturally rewarding project that is really helping develop their international marketing skills,” he said.

“Working in small groups, the Australian and the Indonesian students are communicating through Skype, Facebook and other technologies to learn from one another about the differences in each country, in order to identify marketing opportunities that might fly in each country.

“This project is really the first of its kind and if it proves successful we plan to initiate similar projects with universities in other countries, such as the United States.”

The project shows ACU students how marketing is influenced by a variety of cultural, economic, environmental, legal, technological, logistical and political forces in the global marketplace.

It forms a significant part of assessment in the unit delivered at the North Sydney Campus.

Dr Marshall says the International Marketing unit places particular emphasis on the emergence of global marketing and patterns of consumption, as well as the need to develop specific strategies and plans for marketing in the international context. The ACU students are learning that the latter are distinct from domestic marketing strategies and tactics.

Firstly, ACU marketing students at the North Sydney Campus are preparing a briefing on Australian culture while Indonesian students are preparing a briefing on Indonesian ‘national culture’ as well as any differences by geographic region within the country.

At a mid-point in the Market Opportunity Analysis project, students must submit a progress report presentation uploaded to YouTube for their matched team in the other country to view and to provide constructive feedback. The ACU and BINUS lecturers are providing a short brief to their respective students as to the nature of the feedback, and key points for review.

At the end-point of this Australian-Indonesian project the ACU and BINUS student groups will be submitting their written final report to their lecturers, and completing a mandatory peer group-assessment form.

“There is huge growth potential in the Indonesian market and this project is giving our students a better cross-cultural understanding of international marketing opportunities with one of our closest neighbours,” Dr Marshall said.