Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBMKG516A Mapping and Delivery Guide
Profile international markets

Version 1.0
Issue Date: March 2024


Qualification -
Unit of Competency BSBMKG516A - Profile international markets
Description This unit describes the performance outcomes, skills and knowledge required to select and confirm an appropriate international market.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.This unit describes the performance outcomes, skills and knowledge required to select and confirm an appropriate international market.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills This unit contains employability skills.This unit contains employability skills.
Learning Outcomes and Application This unit applies to individuals with managerial responsibility for selecting and confirming appropriate international market/s by identifying the target market, profiling the target market and developing a positioning strategy.This unit applies to individuals with managerial responsibility for selecting and confirming appropriate international market/s by identifying the target market, profiling the target market and developing a positioning strategy.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field Business Development - MarketingBusiness Development - Marketing
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities
Slides
PPT
Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Select potential international markets for further investigation
  • Determine readiness to market products or services internationally
  • List potential international markets for further investigation
  • Identify information sources to inform process for selection of international markets
  • Determine and document criteria to determine suitability of international markets for product or service
  • Access and use information sources to determine suitability of international markets for product or service to be marketed
  • Select international markets for profiling
       
Element: Identify the target market
  • Evaluate and choose approaches to determining and describing the total market within selected countries for a product or service
  • Define the target market for a product or service in terms of prospective users/consumers, the selected market segment/s and cultural appropriateness of the product or service
  • Use segment descriptors to describe the target market
  • Identify available marketing strategic options and select the targeting strategy that best meets the requirements of the marketing plan
  • Check the cultural appropriateness of the chosen targeting strategy using available information sources
       
Element: Profile the target audience
  • Describe the total and selected market and the selected market segment/s in the form of a consumer profile
  • Ensure the consumer profile identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection
  • Use demographic data and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
  • Ensure the profile meets organisational requirements in terms of language, format, content and level of detail
       
Element: Develop a positioning strategy
  • Identify available positioning strategies are and choose a strategy to meet marketing requirements and the consumer profile including the culture of profiled groups
  • Check cultural appropriateness of chosen positioning strategies using available information sources
  • Write a positioning implementation plan in accordance with organisational requirements
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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 profiles where candidate has documented potential international markets based on established criteria, targeting strategy, profile of international markets, positioning strategies, and checks for cultural appropriateness of products

targeting strategy and positioning strategies which account for cultural differences

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 evidence of completed profiles

access to relevant sources of information to develop profiles.

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 consumer profiles

analysis of responses to case studies and scenarios

observation of demonstrated international market profiling, targeting and segmentation techniques

observation of presentations on international marketing profiles developed

oral or written questioning to assess knowledge of international markets

assessment of positioning implementation plan.

Guidance information for assessment

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

BSBMKG517A Analyse consumer behaviour for specific international markets.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)


Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

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 investigate international business opportunities

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 range of software to conduct market profiling activities.

Required knowledge

cultural aspects relevant to international markets profiled

market profiling techniques and related software programs

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 Act

Trade Practices Act

World Trade Organisation determinations

sources of external and internal information on 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.

Determining readiness may include analysing:

available financial resources of own organisation

economic conditions within potential international markets

existing competitors

international standards for product or service

knowledge of international laws, conventions and culture

links to and networks within international markets

organisation's experience and capability to market internationally

production capacity and ability to expand capacity as required

research capability

Information sources may include:

advice from:

academics

chambers of commerce

colleagues who are residents or former residents of chosen countries

industry associations

other private agencies specialising in international trade

professional advisors

senior colleagues

technical experts

training providers

government agencies such as Austrade and state/territory government departments

professional libraries

reference material (paper-based and internet) within organisation

trade journals

training providers

Criteria may include:

capabilities, interests and preferences of own organisation

economic considerations such as:

economic wealth within selected countries

anticipated cost to provide service or product

existing competitors operating within selected country/countries

history of product or service provision within selected country/countries

relevant international regulations and taxes/duties the product or service would attract

trade routes and modes of transport available to destination countries

Approaches may include:

identifying consumers with relevant needs

identifying current users of the product or service

identifying people with related characteristics

Consumers may include:

businesses

government agencies

households

individuals

Targeting strategy may include:

concentrated, differentiated and mass strategies

differentiation and segmentation

ease of entry

growth considerations

market share

niche markets

price sensitivity

purchasing power

sales volume

Statistical terms may include:

categories used by the Australian Bureau of Statistics in collecting and reporting census data

Demographic data may include:

age

children

education

first language

gender

geographic location within country

income

marital status

nationality

occupation

Psychographic descriptions may include:

activities

interests

lifestyle

opinions

values and attitudes

Positioning strategies may include:

competitive positioning

conspicuous positioning

image perceptions

market follower positions

market leader positions

me-too positioning

prestige and exclusive positioning

repositioning

service positioning

value positioning

Marketing requirements may include:

business-to-business marketing

direct marketing

ideas marketing

marketing of goods

public sector marketing

services marketing

telemarketing

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Determine readiness to market products or services internationally 
List potential international markets for further investigation 
Identify information sources to inform process for selection of international markets 
Determine and document criteria to determine suitability of international markets for product or service 
Access and use information sources to determine suitability of international markets for product or service to be marketed 
Select international markets for profiling 
Evaluate and choose approaches to determining and describing the total market within selected countries for a product or service 
Define the target market for a product or service in terms of prospective users/consumers, the selected market segment/s and cultural appropriateness of the product or service 
Use segment descriptors to describe the target market 
Identify available marketing strategic options and select the targeting strategy that best meets the requirements of the marketing plan 
Check the cultural appropriateness of the chosen targeting strategy using available information sources 
Describe the total and selected market and the selected market segment/s in the form of a consumer profile 
Ensure the consumer profile identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection 
Use demographic data and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan 
Ensure the profile meets organisational requirements in terms of language, format, content and level of detail 
Identify available positioning strategies are and choose a strategy to meet marketing requirements and the consumer profile including the culture of profiled groups 
Check cultural appropriateness of chosen positioning strategies using available information sources 
Write a positioning implementation plan in accordance with organisational requirements 

Forms

Assessment Cover Sheet

BSBMKG516A - Profile international markets
Assessment task 1: [title]

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG516A - Profile international markets

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Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

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Overall assessment result: Competent Not yet competent

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