Elements and Performance Criteria

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.
Aspects of culture may include:
attitude of overseas countries to Australia and Australians
degree of fiscal conservatism or liberalism within culture
family structures, and usual purchasers and decision makers in families
religion
values and beliefs
Marketing may include:
business-to-business marketing
direct marketing
e-business
ideas marketing
marketing of goods
public sector marketing
services marketing
telemarketing
Individual influences may include:
attitudes
beliefs
learning
past experience
perception
personality
self-image
values
Social and cultural influences may include:
culture
family background
family decision maker/s
social class
socioeconomic factors
Lifestyle influences may include:
aspirations
interests
leisure activities
Organisational behaviour may include:
contract buying
group decision making
modified re-purchase
new purchases
re-purchase
Legal and ethical obligations may include:
Australian, international and local context of legal and ethical obligations
codes of practice
cultural expectations and influences
ethical principles
legislation
policies and guidelines
regulations
social responsibilities such as protection of children and environmental issues
societal expectations
Cultural appropriateness may include:
appropriateness of service or product in relation to the culture of countries selected for marketing

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:
completed marketing strategies where candidate has documented process to confirm target market, assessed current level of consumer interest and used this analysis process to document recommended marketing strategies that are culturally appropriate to the selected international markets
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 completed marketing strategies and other 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 on-the-job performance by the candidate
review of past marketing
analysis of responses to case studies and scenarios
demonstration of market analysis techniques
observation of demonstrated international market analysis techniques
observation of presentations on consumer behaviour characteristics in target international markets
oral or written questioning to assess knowledge of international markets and strategies
assessment of written reports analysing consumer behaviour.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBMKG516BProfile international markets.