This unit applies to individuals with managerial responsibility for confirming the target market, assessing the current level of consumer interest, and developing and documenting recommended marketing strategies.

ELEMENT

PERFORMANCE CRITERIA

1. Confirm the target market

1.1. Identify the market or market segment for a product or service in accordance with the marketing plan

1.2. Identify aspects of culture that may have an impact on international marketing of products or services within target market

1.3. Identify consumer attributes for the market or market segment from the market profile

1.4. Identify features of the products or services in accordance with the marketing plan

2. Assess current level of consumer interest

2.1. Investigate consumer need for the 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 in relation to the effectiveness of its 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 the motives that influence decision making

3.2. Present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies

3.3. Ensure the focus of appeal meets the legal and ethical obligations and the budgetary requirements of the marketing plan, and check for cultural appropriateness

Required skills

analytical skills to profile international markets, audiences and segments

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

evaluation and assessment skills to analyse consumer behaviour

literacy skills to write reports with complex ideas and concepts

research and information-gathering skills to obtain information about prospective international markets, audiences and segments

technology skills to use a wide range of software.

Required knowledge

cultural aspects relevant to international markets profiled

market analysis techniques

organisational requirements for presentation of completed profile

identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:

occupational health and safety

privacy

Trade Practices Act

World Trade Organisation determinations

software tools to analyse consumer behaviour

sources of external and internal information on international markets.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

completed marketing strategies where candidate has documented process to confirm target market, assessed current level of consumer interest and used this analysis process to document recommended marketing strategies that are culturally appropriate to the selected international markets

knowledge of cultural aspects relevant to international markets profiled.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to completed marketing strategies and other relevant workplace documents

access to information sources used by candidate.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

review of past marketing

analysis of responses to case studies and scenarios

demonstration of market analysis techniques

observation of demonstrated international market analysis techniques

observation of presentations on consumer behaviour characteristics in target international markets

oral or written questioning to assess knowledge of international markets and strategies

assessment of written reports analysing consumer behaviour.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBMKG516B Profile international markets.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Aspects of culture may include:

attitude of overseas countries to Australia and Australians

degree of fiscal conservatism or liberalism within culture

family structures, and usual purchasers and decision makers in families

religion

values and beliefs

Marketing may include:

business-to-business marketing

direct marketing

e-business

ideas marketing

marketing of goods

public sector marketing

services marketing

telemarketing

Individual influences may include:

attitudes

beliefs

learning

past experience

perception

personality

self-image

values

Social and cultural influences may include:

culture

family background

family decision maker/s

social class

socioeconomic factors

Lifestyle influences may include:

aspirations

interests

leisure activities

Organisational behaviour may include:

contract buying

group decision making

modified re-purchase

new purchases

re-purchase

Legal and ethical obligations may include:

Australian, international and local context of legal and ethical obligations

codes of practice

cultural expectations and influences

ethical principles

legislation

policies and guidelines

regulations

social responsibilities such as protection of children and environmental issues

societal expectations

Cultural appropriateness may include:

appropriateness of service or product in relation to the culture of countries selected for marketing

Unit sector

Business Development - Marketing

This unit contains employability skills.