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Evidence Guide: BSBMKG606B - Manage international marketing programs

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG606B - Manage international marketing programs

What evidence can you provide to prove your understanding of each of the following citeria?

Formulate international marketing objectives

  1. Select viable international marketing opportunities and develop objectives that are consistent with the organisation's capabilities and resources
  2. Identify measurable international marketing objectives that are consistent with the organisation's strategic direction, and identify the nature and extent of what is to be achieved in the international market
  3. Formulate strategic objectives and related key performance indicators by product, service, country or international grouping, and overall
  4. Develop a risk management strategy to manage contingencies and ensure marketing objectives are met in accordance with overall organisational requirements
Select viable international marketing opportunities and develop objectives that are consistent with the organisation's capabilities and resources

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify measurable international marketing objectives that are consistent with the organisation's strategic direction, and identify the nature and extent of what is to be achieved in the international market

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Formulate strategic objectives and related key performance indicators by product, service, country or international grouping, and overall

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Develop a risk management strategy to manage contingencies and ensure marketing objectives are met in accordance with overall organisational requirements

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Determine international marketing approach

  1. Research international marketing opportunities and determine global or customised approaches for promotion of products or services
  2. Evaluate options for choice of marketing approaches
  3. Select a marketing approach that meets marketing objectives, international market conditions and consumer preferences
Research international marketing opportunities and determine global or customised approaches for promotion of products or services

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Evaluate options for choice of marketing approaches

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Select a marketing approach that meets marketing objectives, international market conditions and consumer preferences

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Determine operational structures

  1. Evaluate business culture and consumer preferences, and identify compatible marketing structures
  2. Identify options for operational marketing structure and rank them in terms of their strengths and weaknesses in servicing international markets
  3. Choose an operational structure that best fits the international market and product or service
Evaluate business culture and consumer preferences, and identify compatible marketing structures

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify options for operational marketing structure and rank them in terms of their strengths and weaknesses in servicing international markets

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Choose an operational structure that best fits the international market and product or service

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Manage international marketing performance

  1. Communicate international marketing objectives across the organisation in ways suited to culture, customs, levels of knowledge, experience and needs of personnel
  2. Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
  3. Develop a communication strategy to ensure that personnel responsible for each element of marketing mix work together to meet organisation's marketing objectives
  4. Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
  5. Manage integration of marketing, promotional and any sales activities in accordance with international marketing objectives
Communicate international marketing objectives across the organisation in ways suited to culture, customs, levels of knowledge, experience and needs of personnel

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Develop a communication strategy to ensure that personnel responsible for each element of marketing mix work together to meet organisation's marketing objectives

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Manage integration of marketing, promotional and any sales activities in accordance with international marketing objectives

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Evaluate and improve international marketing performance

  1. Monitor product, pricing and distribution policies in relation to market changes, objectives of marketing plan and organisational requirements
  2. Monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met
  3. Analyse, review and revise marketing outcomes and objectives
  4. Analyse successes and performance gaps as to cause and effect, and use them to improve international marketing performance
  5. Analyse changes in market phenomena, and identify and document their potential impact on international marketing objectives
  6. Document the review of marketing performance against key performance indicators in accordance with organisational requirements
Monitor product, pricing and distribution policies in relation to market changes, objectives of marketing plan and organisational requirements

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Analyse, review and revise marketing outcomes and objectives

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Analyse successes and performance gaps as to cause and effect, and use them to improve international marketing performance

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Analyse changes in market phenomena, and identify and document their potential impact on international marketing objectives

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Document the review of marketing performance against key performance indicators in accordance with organisational requirements

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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:

documenting and presenting:

international marketing objectives

selected marketing approach

creation of an operational structure

effectively managing international marketing activities

monitoring and evaluating international marketing performance, and making any necessary adjustments as required

formulating suggestions on how marketing activities could be affected in the future.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to organisational strategic and marketing plans, and other relevant documents.

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:

analysis of responses to case studies and scenarios

assessment of written reports

demonstration of performance management, financial risk or other management techniques

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

observation of presentations

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

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

BSBMKG603B Manage the marketing process

BSBMKG605B Evaluate international marketing opportunities

other marketing units

management units.

Required Skills and Knowledge

Required skills

communication skills to gather information and communicate with cultural sensitivity

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

literacy skills to read and interpret information from a variety of sources

numeracy and financial skills to determine budgets and financial viability of international marketing activities

research, information management and evaluation skills to determine viable international business opportunities through careful analysis of market and risk factors

technology skills to use a range of office equipment and software when conducting electronic commerce.

Required knowledge

Australian E-commerce Best Practice Model

Australian Government Policy Framework for Consumer Protection in Electronic Commerce

Australian Standards and international standards, including:

environmental standards

human rights

labour relations

packaging

risk management

cross-cultural communication and negotiation styles relevant to the country/ies where international marketing activities take place

global and country specific economic, social and industry directions, trends, practices and techniques

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations within Australia and internationally, such as:

anti-discrimination legislation

consumer laws

ethical principles

extra-territoriality provisions of the Trade Practices Act

foreign investment limits

labour laws

legal aspects of bilateral and multi-lateral trade agreements

privacy laws

taxation laws

World Trade Organization (WTO) dispute resolution system

Organisation for Economic Co-operation and Development (OECD) International Guidelines for Consumer Protection in the Context of Electronic Commerce

organisational business and marketing plans, products and services

software applications used in conducting international electronic commerce.

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.

International grouping may include:

cultural groupings

geographical groupings

online virtual communities

political groupings

trade groupings

Risk management strategy may include:

risk analysis

risk assessment and prioritisation

risk identification

risk maintenance

risk treatment and controls

risk evaluation

risk monitoring

monitoring risks

making adjustments to risk treatments and controls

Marketing approaches may include:

customised

global

online

product or promotion adaptation

product or promotion standardisation

segmentation by criteria which are:

behaviouristic

demographic

end use

geographic

operational

psychographic

Operational marketing structure may include:

export operation

global organisation

joint venture

licensing

multi-national organisation

online business operation

overseas branch

strategic alliance

subsidiary company

Strengths and weaknesses may include:

accessibility

distribution channels

financial factors

manufacturing capability

market capability

potential profit factors

research capability

resource commitment

risk control

Marketing mix may include:

distribution

level of service

pricing

product or service variables such as:

design

quality

range

safety features

technical features

promotion