Published on 3 July 2012
3 July 2012
A winning marketing plan developed by a University of the Sunshine Coast student as part of her Business degree aims to help a local small business expand into China.
Lorin Willson, 25, of Bli Bli, was excited to top the class with her International Marketing assignment based on the publishing business of Sunshine Coast author Angela Bueti, who wants to expand her successful WOW Books 4 Boys.
The books are specifically designed to help young boys learn to read.
USC Lecturer Dr Leone Cameron-Tucker said the International Marketing students thrived on the opportunity to research and report on the potential of different global markets for Ms Bueti’s products.
“The students basically acted as business consultants who provided a free service for a volunteer local company,” she said.
“It’s given them real-life experience in preparing international marketing plans and also contributes to their degree.
“Lorin’s report was exceptional. She focused on the need to understand Chinese culture and suggested ideas ranging from rebranding and repositioning to online marketing and how to achieve return on investment.”
The four best reports will now be entered in the Australian Marketing Institute’s nationwide ‘University Marketing Plan Competition’.
Ms Bueti said she expected the reports to provide a lot of value for her business and looked forward to reading them in detail.
“I like the China angle because we’ve already dipped our toe in the Hong Kong market and received a good response from its international schools,” she said.
“We definitely want to use the web and social media to connect with overseas markets too. The USC students’ ideas have been great.
“We haven’t been strategic about how to penetrate these markets yet, so I’m excited about this information. You could pay thousands of dollars for this kind of research for your company.”
Ms Willson, who completed her final exam of her Bachelor of Business (Marketing) late last month, said she enjoyed the research assignment and believed China held great possibilities because of its growing middle class and emphasis on children’s educational success.
“I think the recognition is fantastic,” she said of her win.
Second place went to Angela Miles and two groups tied for third place: Fabian Bunter, Emma Barton and Jeanette Stetler Jakobsen; Laure Allemand, Alexander Halvorsen, Stephanie Frattaglia and Katia Scott.
Dr Cameron-Tucker said local business case studies had been integrated into the International Marketing course for the past few years, with many benefits.
“We’ve even had companies come back and ask us to do more work for them,” she said. “The students are learning the latest techniques, such as electronic marketing tools, and they understand how the internet opens up global opportunities.”
— Julie Schomberg