Application
This unit describes the skills and knowledge required to examine consumer behaviour for unique international markets.
It applies to individuals who possess a sound theoretical knowledge base in international business management, and demonstrate a range of managerial skills to ensure international business activities are conducted effectively.
In this role, individuals confirm the target market, assess current level of consumer interest and develop and document recommended marketing strategies.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Confirm target market | 1.1 Identify market or market segment for a product or service in accordance with the marketing plan 1.2 Identify aspects of culture that may impact international marketing of products or services within target market 1.3 Identify consumer attributes for market or market segment from market profile 1.4 Identify features of products or services in accordance with marketing plan |
2. Assess current level of consumer interest | 2.1 Investigate consumer need for products or services through analysis of trends and past performance of products and services both within Australia and within relevant international settings 2.2 Review past marketing, including plans, strategies and campaigns or positioning of products or services for effectiveness of focus of appeal; both within Australia and within relevant international settings 2.3 Assess individual, social and cultural influences on consumer behaviour and estimate their impact for products or services 2.4 Assess lifestyle influences on consumer behaviour and estimate their impact for products or services 2.5 Assess organisational behaviour in relation to products or services in accordance with the marketing plan |
3. Recommend marketing strategies | 3.1 Ensure marketing strategies address innate and acquired needs of consumers, and appeal to motives that influence decision-making 3.2 Present a rationale for focus of appeal, and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies 3.3 Ensure focus of appeal meets legal and ethical obligations, and budgetary requirements of the marketing plan, and check for cultural appropriateness |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1, 1.3, 1.4, 2.1-2.5, 3.1, 3.3 | Identifies and analyses complex texts to assess consumer behaviour and determine legislative requirements |
Writing | 3.2 | Produces comprehensive rationale using language and structure appropriate to context and audience |
Oral Communication | 3.2 | Presents information using language and features appropriate to the context and audience |
Numeracy | 2.1, 3.3 | Interprets trends to inform understanding of consumer needs Performs calculations to ensure plans meet budgetary requirements |
Navigate the world of work | 3.3 | Adheres to organisational objectives, policies and legislative requirements Considers own role in terms of its contribution to broader goals of work environment |
Interact with others | 3.2 | Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what and how to communicate |
Get the work done | 1.1-1.4, 2.1-2.5 | Uses effective organisational skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals Uses analytical processes to gather and assess information required to decide on most appropriate marketing strategies Uses digital tools to gather and analyse data about consumer behaviour |
Sectors
Business Development – Marketing