This unit applies to individuals with a broad knowledge of marketing who contribute well developed skills in creating solutions to unpredictable problems through analysis and evaluation of information from a variety of sources. They provide leadership and guidance to others and have limited responsibility for the output of others.

ELEMENT

PERFORMANCE CRITERIA

1. Select appropriate marketing activities

1.1. Access marketing plan and marketing strategy for specific international target market

1.2. Seek clarification as required, to interpret marketing plan and marketing strategy

1.3. Draw up a potential range of marketing activities

1.4. Select activities based on cultural and social appropriateness, cost, viability and suitability in relation to market research undertaken

1.5. Seek and obtain assistance as required, to select appropriate marketing activities

1.6. Document selected marketing activities with costs and rationale for selection and obtain approval for implementation

2. Implement international marketing activities

2.1. Prioritise marketing activities and obtain resources for their implementation

2.2. Brief persons involved in the marketing effort on their roles and responsibilities as members of a self-managed team to ensure the success of marketing strategies

2.3. Implement promotional activities in accordance with marketing objectives and budgetary requirements

2.4. Assign responsibility for ongoing monitoring of marketing activities and evaluate business performance against objectives and targets

2.5. Ensure implementation of marketing activities meets legal, ethical and safety requirements, and cultural considerations

3. Monitor and review marketing performance

3.1. Monitor progress against performance, analyse performance gaps and take corrective action as required

3.2. Analyse over-performance against targets for trends and set new targets

3.3. Encourage all staff involved in marketing activities to propose ways to improve marketing performance

3.4. Implement processes to gather customer reaction to all aspects of the marketing mix to improve targeting and outcomes

3.5. Conduct ongoing research of customer and business requirements to identify opportunities for change and improvement and their timing

3.6. Analyse changes in market phenomena for new business opportunities

Required skills

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

literacy skills sufficient to document marketing activities and strategies

communication and negotiation skills to seek and use feedback to improve current practice.

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 Organization determinations

organisational client relationship strategy

marketing concepts, principles and strategies

evaluation and monitoring principles and strategies.

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:

implementing culturally appropriate marketing and promotional activities

monitoring market performance

identifying and making improvements to marketing activities and strategies

knowledge of relevant Australian, international and local legislation.

Context of and specific resources for assessment

Assessment must ensure:

access to relevant workplace documents

access to customer feedback

access to an actual workplace or simulated environment

access to office equipment and resources.

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 documentation for selected marketing activities

analysis of responses to case studies and scenarios

observation of marketing presentations on goods and services

oral or written questioning to assess knowledge of evaluation and monitoring principles and strategies

assessment of analysis of changes in market phenomena for new business opportunities.

Guidance information for assessment

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

international business units

other marketing units.

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.

Clarification may be sought from:

consultants

manager, supervisor or relevant specialist staff

specialist staff involved in marketing

Marketing activities may include:

advertisements

client functions

demonstration activities

distribution of free samples

employee functions

media announcements

product launches

web pages

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

Approval may be obtained from:

client

manager or supervisor

owner of organisation, chief executive officer, board of directors

Persons may include:

colleagues and self

consultants

overseas agents and representatives

Legal and ethical requirements and cultural considerations may include:

cultural expectations and influences

environmental issues

ethical principles

legislation e.g. Trade Practices Act

policies and guidelines

regulations and codes of practice

safety issues

security and privacy issues

social responsibilities

societal expectations

Safety requirements may include:

occupational health and safety considerations, for example:

establishing procedures for staff safety and security at promotional events

health and safety arrangements for contractors

safe handling of equipment and substances

safety of staff working in remote and isolated locations e.g. communication arrangements

Processes may include:

advertisements

client functions

consultants

demonstration activities

distribution of free samples

employee functions

manager or supervisor or relevant specialist staff

media announcements

product launches

specialist staff involved in marketing

web pages

Opportunities for change and improvement may include:

ancillary services

delivery times/quality

market positioning

packaging

pricing structure

product/service configuration

raw materials

Unit sector

Business Development - Marketing

This unit contains employability skills.