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Elements and Performance Criteria

  1. Collect information about target markets
  2. Investigate trends in target markets
  3. Utilise data in decision making

Required Skills

Required skills

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

research and data collection skills to maintain knowledge of potential opportunities

literacy skills to document research findings and recommendations

planning and organising skills to manage timelines

Required knowledge

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

International Commercial Terms INCOTERMS

trade modernisation legislation Customs Legislation Amendment and Repeal Act Import Processing Charges Act Customs Depot Licensing Charges Amendment Act

Trade Practices Act

Warsaw Convention

World Trade Organisation determinations

cultural aspects relevant to international markets researched

market research techniques and tools

required formats for reporting outcomes of research

available external and internal information sources related to international markets

Evidence Required

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

identifying and documenting trends in the target market

analysing information to validate trends

making decisions based on available data

knowledge of relevant Australian international and local legislation

Context of and specific resources for assessment

Assessment must ensure

access to an actual workplace or simulated environment

access to office equipment and resources

access to 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 onthejob performance by the candidate

review of documenting and reporting of identified trends

analysis of responses to case studies and scenarios

observation of presentations of research about international markets

oral or written questioning to assess knowledge of cultural aspects relevant to international markets researched

assessment of documentation reporting decision making recommendations in relation to markets to be pursued

Guidance information for assessment

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

research units

international business units

other marketing units


Range Statement

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.

Target markets may include:

specific country or countries

geographic region/s within specific country or countries

specific sub-groups within selected areas

combinations of above

Information requirements may include:

balance of payments data

competitors

cultural and social influences of consumers

demand and unmet demand

demographic data

economic and socioeconomic data

regulations on foreign investment

size of market segments

tariff and non-tariff barriers

Assistance may be sought from:

Austrade, state/territory departments and agencies, chambers of commerce

industry or trade associations, other private organisations, consultants

manager and colleagues within organisation

Sources may include:

academic publications and personnel

Austrade, state/territory departments and agencies, chambers of commerce

trade and business publications

Statistical analysis may include:

measures of central tendency

measures of dispersion

nature and degree of relationship between variables

normal distribution probability curve

sampling

time series analysis

Trends may include:

buying patterns

changes in demand and unmet demand

demographics of decision maker/purchaser

imports versus local sales

seasonal variations

Causal influences may include:

attitude towards Australia and Australian products and services

consumer awareness

cultural considerations related to values, beliefs

current availability of products or services

economic or socioeconomic factors

local alternatives to product or service

perceptions of potential consumers

Decision making may refer to:

market entry strategy to be adopted

markets selected for more in-depth research

markets to be pursued

Relevant personnel may include:

chief executive officer of organisation, board of directors

client for market research

manager or supervisor

marketing manager