Unit of competency Outline
Date retreived
22/07/2026 3:48 PM AWST
22/07/2026 3:48 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Manage international marketing programs
Manage international marketing programs
Unit of competency
National Code
BSBMKG606A
BSBMKG606A
State Code
C3659
C3659
TGA Status
Deleted
Deleted
DTWD Status
Deleted
Deleted
State Implementation and Classification
Approved Date
02/10/2003
Field of Education
080301 - Business Management
Original Release Date
02/10/2003
Nominal Hours
60
Description
This unit covers strategic management of international marketing programs, including setting objectives, determining marketing approach and structuring the international marketing organisation.Consider co-assessment with BSBMKG603A Manage the marketing process, BSBMKG604A Develop and manage direct marketing campaigns and BSBMKG605A Evaluate international marketing opportunities.This unit covers strategic management of international marketing programs, including setting objectives, determining marketing approach and structuring the international marketing organisation.Consider co-assessment with BSBMKG603A Manage the marketing process, BSBMKG604A Develop and manage direct marketing campaigns and BSBMKG605A Evaluate international marketing opportunities.
Notes
Elements and Performance Criteria
1 Formulate international marketing objectives
- 1.1 Viable international marketing opportunities are selected and objectives developed that are consistent with the organisations capabilities and resources
- 1.2 International marketing objectives are identified that are consistent with the organisation's strategic direction, are measurable and identify the nature and extent of what is to be achieved in the international market
- 1.3 Strategic objectives and related key performance indicators are formulated by product or service, country or international grouping, and overall
- 1.4 A risk management strategy is developed to manage contingencies and ensure marketing objectives are met in accordance with overall organisational requirements
2 Determine international marketing approach
- 2.1 International marketing opportunities are researched and global or customised approaches are determined for product/service promotion
- 2.2 Options for choice of marketing approach /es are evaluated
- 2.3 A marketing approach is selected that meets marketing objectives, international market conditions and consumer preferences
3 Determine operational structures
- 3.1 Business culture and consumer preferences are evaluated and compatible marketing structures identified
- 3.2 Options for operational marketing structure are identified and ranked in terms of their strengths and weaknesses in servicing international markets
- 3.3 An operational structure is chosen that best fits the international market and the product/service
4 Manage international marketing performance
- 4.1 International marketing objectives are communicated across the organisation in ways suited to the culture, customs, levels of knowledge, experience and any specific needs of personnel
- 4.2 The roles, responsibilities and accountabilities of staff and contractors involved in all elements of the marketing effort are identified and agreed
- 4.3 A communication strategy is developed to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives
- 4.4 Marketing effort is managed to ensure it is directed towards areas of greatest potential for the organisation
- 4.5 The integration of marketing, promotional and any sales activities is managed in accordance with international marketing objectives
5 Evaluate and improve international marketing performance
- 5.1 Product, pricing and distribution policies are monitored in relation to market changes, the objectives of the marketing plan and organisational requirements
- 5.2 Overall marketing progress is monitored against performance targets to ensure activity, quality, cost, and time requirements are met
- 5.3 Marketing outcomes are analysed and marketing objectives reviewed and/or revised in response
- 5.4 Successes and performance gaps are analysed as to cause and effect and used to improve international marketing performance
- 5.5 Changes in market phenomena are analysed and their potential impact on international marketing objectives identified and documented
- 5.6 Review of marketing performance against key performance indicators is documented in accordance with organisational requirements
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace which may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
International grouping may include:
trade groupings
geographical groupings
cultural groupings
political groupings
on-line virtual communities
Risk management strategy may include:
risk identification
risk analysis
risk assessment and prioritisation
risk treatment
risk maintenance
Risk factors may include:
political stability
financial stability
legal and regulatory requirements
work factors
cultural factors
language factors
available technology
telecommunications infrastructure
resource capability and capacity
resource availability, sustainability and management
logistics
transportation systems
communication systems
trade barriers
corruption risks
Marketing approach may include:
global
customised
on-line
product or promotion standardisation
product or promotion adaptation
segmentation by criteria which are :
geographic
demographic
psychographic
behaviouristic
end use
operational
Operational structures may include:
on-line business operation
overseas branch
export operation
licensing
subsidiary company
multi-national organisation
joint venture
strategic alliance
global organisation
Strengths and weaknesses of marketing structures may include:
accessibility
research capability
market capability
manufacturing capability
financial factors
distribution channels
resource commitment
risk control
potential profit factors
Marketing mix may include:
product or service variables such as:
technical features
design
quality
range
safety features
pricing
promotion
distribution
level of service
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace which may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
International grouping may include:
trade groupings
geographical groupings
cultural groupings
political groupings
on-line virtual communities
Risk management strategy may include:
risk identification
risk analysis
risk assessment and prioritisation
risk treatment
risk maintenance
Risk factors may include:
political stability
financial stability
legal and regulatory requirements
work factors
cultural factors
language factors
available technology
telecommunications infrastructure
resource capability and capacity
resource availability, sustainability and management
logistics
transportation systems
communication systems
trade barriers
corruption risks
Marketing approach may include:
global
customised
on-line
product or promotion standardisation
product or promotion adaptation
segmentation by criteria which are :
geographic
demographic
psychographic
behaviouristic
end use
operational
Operational structures may include:
on-line business operation
overseas branch
export operation
licensing
subsidiary company
multi-national organisation
joint venture
strategic alliance
global organisation
Strengths and weaknesses of marketing structures may include:
accessibility
research capability
market capability
manufacturing capability
financial factors
distribution channels
resource commitment
risk control
potential profit factors
Marketing mix may include:
product or service variables such as:
technical features
design
quality
range
safety features
pricing
promotion
distribution
level of service
Legislation, codes and national standards relevant to the workplace which may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
International grouping may include:
trade groupings
geographical groupings
cultural groupings
political groupings
on-line virtual communities
Risk management strategy may include:
risk identification
risk analysis
risk assessment and prioritisation
risk treatment
risk maintenance
Risk factors may include:
political stability
financial stability
legal and regulatory requirements
work factors
cultural factors
language factors
available technology
telecommunications infrastructure
resource capability and capacity
resource availability, sustainability and management
logistics
transportation systems
communication systems
trade barriers
corruption risks
Marketing approach may include:
global
customised
on-line
product or promotion standardisation
product or promotion adaptation
segmentation by criteria which are :
geographic
demographic
psychographic
behaviouristic
end use
operational
Operational structures may include:
on-line business operation
overseas branch
export operation
licensing
subsidiary company
multi-national organisation
joint venture
strategic alliance
global organisation
Strengths and weaknesses of marketing structures may include:
accessibility
research capability
market capability
manufacturing capability
financial factors
distribution channels
resource commitment
risk control
potential profit factors
Marketing mix may include:
product or service variables such as:
technical features
design
quality
range
safety features
pricing
promotion
distribution
level of service
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace which may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
International grouping may include:
trade groupings
geographical groupings
cultural groupings
political groupings
on-line virtual communities
Risk management strategy may include:
risk identification
risk analysis
risk assessment and prioritisation
risk treatment
risk maintenance
Risk factors may include:
political stability
financial stability
legal and regulatory requirements
work factors
cultural factors
language factors
available technology
telecommunications infrastructure
resource capability and capacity
resource availability, sustainability and management
logistics
transportation systems
communication systems
trade barriers
corruption risks
Marketing approach may include:
global
customised
on-line
product or promotion standardisation
product or promotion adaptation
segmentation by criteria which are :
geographic
demographic
psychographic
behaviouristic
end use
operational
Operational structures may include:
on-line business operation
overseas branch
export operation
licensing
subsidiary company
multi-national organisation
joint venture
strategic alliance
global organisation
Strengths and weaknesses of marketing structures may include:
accessibility
research capability
market capability
manufacturing capability
financial factors
distribution channels
resource commitment
risk control
potential profit factors
Marketing mix may include:
product or service variables such as:
technical features
design
quality
range
safety features
pricing
promotion
distribution
level of service
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Supporting rationale for choice of marketing objectives, approach and operational structure
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products and services
Strategic marketing and marketing objectives
Organisation's marketing plan
Strategic marketing plans
Key performance indicators
Inter-relationship of elements of the marketing mix
Performance management
Marketing performance measures
Risk management
Communication strategies
e-Commerce
Cross-cultural communication
Underpinning Skills
Literacy skills to identify strategic information, to write in a range of styles for different audiences and to interpret market data
Communication skills including questioning, clarifying, reporting, relating to different audiences
Computer technology skills
Numeracy skills for data analysis
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2)- to determine marketing objectives
Communicating ideas and information (Level 3) - to staff and contractors on their roles and responsibilities
Planning and organising activities (Level 2) - to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives
Working with teams and others (Level 3) - to improve international marketing performance
Using mathematical ideas and techniques (Level 1)- for information analysis
Solving problems (Level 3) - to determine the best fit from a range of options
Using technology (Level 1) - for recording and analysing information if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Supporting rationale for choice of marketing objectives, approach and operational structure
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products and services
Strategic marketing and marketing objectives
Organisation's marketing plan
Strategic marketing plans
Key performance indicators
Inter-relationship of elements of the marketing mix
Performance management
Marketing performance measures
Risk management
Communication strategies
e-Commerce
Cross-cultural communication
Underpinning Skills
Literacy skills to identify strategic information, to write in a range of styles for different audiences and to interpret market data
Communication skills including questioning, clarifying, reporting, relating to different audiences
Computer technology skills
Numeracy skills for data analysis
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2)- to determine marketing objectives
Communicating ideas and information (Level 3) - to staff and contractors on their roles and responsibilities
Planning and organising activities (Level 2) - to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives
Working with teams and others (Level 3) - to improve international marketing performance
Using mathematical ideas and techniques (Level 1)- for information analysis
Solving problems (Level 3) - to determine the best fit from a range of options
Using technology (Level 1) - for recording and analysing information if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Supporting rationale for choice of marketing objectives, approach and operational structure
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products and services
Strategic marketing and marketing objectives
Organisation's marketing plan
Strategic marketing plans
Key performance indicators
Inter-relationship of elements of the marketing mix
Performance management
Marketing performance measures
Risk management
Communication strategies
e-Commerce
Cross-cultural communication
Underpinning Skills
Literacy skills to identify strategic information, to write in a range of styles for different audiences and to interpret market data
Communication skills including questioning, clarifying, reporting, relating to different audiences
Computer technology skills
Numeracy skills for data analysis
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2)- to determine marketing objectives
Communicating ideas and information (Level 3) - to staff and contractors on their roles and responsibilities
Planning and organising activities (Level 2) - to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives
Working with teams and others (Level 3) - to improve international marketing performance
Using mathematical ideas and techniques (Level 1)- for information analysis
Solving problems (Level 3) - to determine the best fit from a range of options
Using technology (Level 1) - for recording and analysing information if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Supporting rationale for choice of marketing objectives, approach and operational structure
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of specialised knowledge with depth in some areas.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Organisation's products and services
Strategic marketing and marketing objectives
Organisation's marketing plan
Strategic marketing plans
Key performance indicators
Inter-relationship of elements of the marketing mix
Performance management
Marketing performance measures
Risk management
Communication strategies
e-Commerce
Cross-cultural communication
Underpinning Skills
Literacy skills to identify strategic information, to write in a range of styles for different audiences and to interpret market data
Communication skills including questioning, clarifying, reporting, relating to different audiences
Computer technology skills
Numeracy skills for data analysis
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2)- to determine marketing objectives
Communicating ideas and information (Level 3) - to staff and contractors on their roles and responsibilities
Planning and organising activities (Level 2) - to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives
Working with teams and others (Level 3) - to improve international marketing performance
Using mathematical ideas and techniques (Level 1)- for information analysis
Solving problems (Level 3) - to determine the best fit from a range of options
Using technology (Level 1) - for recording and analysing information if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| D0882 | BSBMKG606B | Manage international marketing programs | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| C345 | BSB60601 | Advanced Diploma of Business (Marketing) | Qualification |