Google Links

Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Formulate international marketing objectives
   • Select viable international marketing opportunities and develop objectives consistent with the organisation’s capabilities and resources
   • Identify measurable international marketing objectives consistent with organisation’s strategic direction, and identify nature and extent of goals for international market
   • Formulate strategic objectives and related key performance indicators by product, service, country or international grouping, and overall
   • Develop a risk management strategy to manage contingencies, and ensure marketing objectives are met in accordance with overall organisational requirements
2. Determine international marketing approach
   • Research international marketing opportunities and determine global or customised approaches for promotion of products or services
   • Evaluate options for choice of marketing approaches
   • Select a marketing approach to meet marketing objectives, international market conditions and consumer preferences
3. Determine operational structures
   • Evaluate business culture and consumer preferences, and identify compatible marketing structures
   • Identify options for operational marketing structure and rank them for strengths and weaknesses in servicing international markets
   • Choose operational structure that best fits international market and product or service
4. Manage international marketing performance
   • Communicate international marketing objectives across the organisation to suit culture, customs, levels of knowledge, experience and needs of personnel
   • Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
   • Develop communication strategy to ensure personnel responsible for each element of marketing mix work together to meet organisation’s marketing objectives
   • Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
   • Manage integration of marketing, promotional and any sales activities in accordance with international marketing objectives
5. Evaluate and improve international marketing performance
   • Monitor product, pricing and distribution policies in relation to market changes, objectives of marketing plan and organisational requirements
   • Monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met
   • Analyse, review and revise marketing outcomes and objectives
   • Analyse successes and performance gaps as to cause and effect, and use to improve international marketing performance
   • Analyse changes in market phenomena, and identify and document their potential impact on international marketing objectives
   • Document review of marketing performance against key performance indicators in accordance with organisational requirements