ABN 94 134 836 454 - RTO Provider 91707 - CRICOS Code 03208D Level 4, 56-58 York Street, Sydney NSW 2000 Australia Tel: +61 2 92794949 Email: [email protected] Web: www.georgebrown.nsw.edu.au Assessment Analyse consumer behaviour for specific international markets BSBMKG517 Student Name Student ID Term Year Class Trainer Name Result NYC C I declare that all work completed in this assessment is my own. Student Signature DateAnalyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 2 of 19 Contents Assessment Guidelines ..............................................................................................................................................3 Assessment Schedule.................................................................................................................................................4 Task 1: Confirm target market..................................................................................................................................5 Task 2: Assess current level of consumer interest ................................................................................................ 7 Task 3: Recommend marketing strategies............................................................................................................ 10 Assessment methods and tasks ............................................................................................................................. 13 Assessment mapping summary.............................................................................................................................. 14 Record of Assessment Outcome ............................................................................................................................ 17 References / recommended resources................................................................................................................. 18Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 3 of 19 Assessment Guidelines Assessment You are advised to commence work on your assessment from week 1 and must be submitted by the due date. 1. All assessment tasks must be completed and delivered individually. 2. Please read all instructions before starting each assessment. 3. Where you are required to submit documentation for an assessment, this it must be attached to your assessment booklet. 4. Your trainer will not be able to assist you in answering questions. However, your trainer will address any issues concerning questions requiring further explanation. 5. You may refer to your student learner guide/student resources or any other relevant resource when completing your assessment. Do not quote directly from the notes. You should answer questions in your own words, except where it asks you to quote. 6. You have access to computers which are equipped with Microsoft suite of products and printing facility is available at nominal cost You also need to submit a soft copy of your assessments through the email: [email protected] consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 4 of 19 Assessment Schedule Week Tasks to complete Learner Sign off Trainer Sign off / Date Comments Week 1 Learning Activity Only Week 2 Task 1: Project work Written report Week 3 Learning Activity Only Week 4 Task 2: Project work Written report Presentation and observation Week 5 Learning Activity Only Week 6 Task 3: Project work Written report Comments/feedback to participantAnalyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 5 of 19 Task 1: Confirm target market Performance objective The student must demonstrate ability, knowledge and skills to confirm the target market. They must be able to identify the market segment for a product or service in accordance with the marketing plan; identify aspects of culture and consumer attributes that have an impact on international marketing; and identify features of the products or services in accordance with the marketing plan. Assessment description The student is to write a report that confirms the target market for a selected organisation. The report should: identify the market or market segment for a product or service noted on the marketing plan; identify aspects of culture and consumer attributes that may have an impact on international marketing of products within the target market and identify the features of the product or service. The organisation selected should be one for which you can access the international market plan. Where possible, students should select an organisation they are familiar with such as their own workplace, or use another workplace such as that of a friend or family member, or any other workplace as negotiated with your assessor. Note: The organisation selected here will then be used as the basis for Assessments Tasks 2 and 3. Procedure 1. Select an organisation for which you can access an international marketing plan. The organisation may be one with which you are familiar, for example, your own workplace, or use another workplace such as that of a friend or family member, or any other workplace as negotiated with your assessor. The organisation you select here will also be used for Assessment Tasks 2 and 3. 2. Review the marketing plan to identify a market or market segment for a product or service noted in the plan. 3. Undertake research of the market or market segment to identify the aspects of culture that may have an impact on the international marketing of products or services within the target market. Your research should any relevant aspects of culture for your product or service from the following list. a. Attitude of relevant overseas countries to Australia and Australians. b. Degree of fiscal conservatism or liberalism within culture. c. Family structures, and usual purchasers and decision-makers in families. d. Religion. e. Values and beliefs. 4. Identify consumer attributes for the market or market segment from the market profile.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 6 of 19 5. Identify features of the products or services in accordance with marketing plan. 6. Prepare a report detailing your observations and findings. 7. Ensure that: a. the report's content, format and level of detail meets standard business report writing principles b. the report is delivered to set deadline (as established by the facilitator) c. a copy of the marketing plan is included with your report. Specifications You must provide a written report that:  meets standard business report writing principles in terms of: o content o format o level of detail.  addresses all of the requirements outlined in steps 2–6 of the procedure described above.  includes a copy of the marketing plan as an appendix. Your assessor will be looking for evidence of:  identification of market or market segment for a product or service in accordance with the marketing plan  identification of aspects of culture that may have an impact on international marketing of products or services within target market  identification of consumer attributes for the market or market segment from the market profile  identification of features of the products or services in accordance with the marketing plan. Your assessor will also be looking for evidence of:  knowledge of cultural aspects relevant to international markets profiled  culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities  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 wide range of software  cultural aspects relevant to international markets profiled  sources of external and internal information on international markets.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 7 of 19 Task 2: Assess current level of consumer interest Performance objective The student must demonstrate ability, knowledge and skills to assess the current level of consumer interest. They must investigate consumer need for the products or services through analysis of trends and past performance of products and services; review past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings; investigate and assess individual, social, cultural and lifestyle influences on consumer behaviour and estimate their impact on products or services; and assess organisational behaviour in relation to products or services in accordance with the marketing plan. Assessment description Using the organisation selected in Assessment Task 1, the student is to complete the following.  Prepare a report that assesses current level of consumer interest. The report should investigate consumer need for the products or services through an analysis of trends and past performance of products and services; review past marketing plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings; investigate and assess consumer behaviour by considering individual, social, cultural and lifestyle influences and estimate their impact for products or services; and assess organisational behaviour in relation to products or services in accordance with the marketing plan.  Prepare and deliver a presentation on the consumer behaviour characteristics in the target international market identified in their report. Procedure Using the organisation you selected for Assessment Task 1, you are to complete the following. 1. Investigate consumer needs for product or services by analysing the trends and past performance of products and services both within an international target market. 2. Review past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within relevant international settings. 3. Explain the consumer behaviour characteristics in the target international market by assessing the individual, social, cultural and lifestyle influences and estimate their impact on consumer interest for products or services. 4. Assess organisational behaviour in relation to products and services in accordance with the marketing plan. 5. Prepare a report detailing your observations and findings.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 8 of 19 6. Prepare a presentation (approximately 10–15 minutes, length to be confirmed by your assessor) on the consumer behaviour characteristics in the international target market. 7. Ensure that: a. the report's content, format and level of detail meets standard business report writing principles b. the report is delivered to set deadline (as established by the assessor) c. the presentation's content, format and level of detail meets standard presentation guidelines d. the presentation is delivered to time and on the set deadline (as established by the assessor). Specifications You must provide a written report that:  meets standard business report writing principles in terms of: o content o format o level of detail  addresses all of the requirements outlined in steps 2–5 of the procedure described above. You must also prepare and deliver a presentation that:  meets standard presentation guidelines in terms of: o structure o professional delivery o inclusion of visual aids  addresses all of the requirements outlined in step 6 of the procedure described above  is delivered on time (as set by the assessor). Your assessor will be looking for evidence of:  investigation of consumer needs for the products or services through analysis of trends and past performance of products and services within relevant international settings  review of past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal within relevant international settings  assessment of individual, social and cultural influences on consumer behaviour and estimate their impact for products or services  assessment of lifestyle influences on consumer behaviour and estimate their impact for products or servicesAnalyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 9 of 19  assessment of organisational behaviour in relation to products or services in accordance with the marketing plan. Your assessor will also be looking for evidence of:  knowledge of cultural aspects relevant to international markets profiled  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 analyse consumer behaviour  literacy skills to write reports with complex ideas and concepts  technology skills to use a wide range of software  cultural aspects relevant to international markets profiled  market analysis techniques  organisational requirements for presentation of completed profile  software tools to analyse consumer behaviour.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 10 of 19 Task 3: Recommend marketing strategies Performance objective The student must demonstrate ability, knowledge and skills to recommend marketing strategies. They must ensure marketing strategies address innate and acquired needs of consumer and motives that influence decision-making; present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies; and ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan and check cultural appropriateness. Assessment description Using the organisation selected in Assessment Task 1 and the information prepared for Assessment Tasks 1 and 2, the student is to prepare a report recommending effective marketing strategies. They must ensure marketing strategies address innate and acquired needs of consumers and the motives that influence decision-making. The report must also include a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies, and ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan and check cultural appropriateness. Procedure Using the organisation you selected for Assessment Task 1, and the information you prepared for Assessment Tasks 1 and 2 you are to complete the following. 1. Formulate marketing strategies for the organisation that will address the innate and acquired needs of consumers and appeal to the motives that influence decision-making. 2. Present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target the effective marketing strategies. 3. Ensure the focus of appeal is culturally appropriate and meets legal and ethical obligations along with budgetary requirements of the marketing plan. 4. Prepare a report recommending your marketing strategies. 5. Ensure that: a. the report's content, format and level of detail meets standard business report writing principles b. the report is delivered to set deadline (as established by the facilitator) c. a copy of the marketing plan is provided in the appendix.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 11 of 19 Specifications You must provide a written report that:  meets standard business report writing principles in terms of: o content o format o level of detail.  addresses all of the requirements outlined in steps 2–5 of the procedure described above. Your assessor will be looking for evidence of:  marketing strategies that address innate and acquired needs of consumers and determination of appeal to the motives that influence decision-making  a rationale determining for the focus of appeal and an outline of how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies  that the focus of appeal meets the legal and ethical obligations and budgetary requirements of the marketing plan and is culturally appropriate.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 12 of 19 Your assessor will also be looking for evidence of:  completed marketing strategies where student has documented the process to confirm the 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  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 analyse consumer behaviour  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 wide range of software  cultural aspects relevant to international markets profiled  market analysis techniques  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: o occupational health and safety o privacy o Trade Practices Act o World Trade Organisation determinations  software tools to analyse consumer behaviour  sources of external and internal information on international markets.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 13 of 19 Assessment methods and tasks Methods of assessment Through consultation with industry, the following assessment methods have been deemed appropriate for this unit. Project work and written report The student must demonstrate ability, knowledge and skills to confirm the target market. They must be able to identify the market segment for a product or service in accordance with the marketing plan; identify aspects of culture and consumer attributes that have an impact on international marketing; and identify features of the products or services in accordance with the marketing plan. The student must demonstrate ability, knowledge and skills to assess the current level of consumer interest. They must investigate the consumer need for the products or services through analysis of trends and the past performance of products and services. Through review of past marketing, including plans, strategies and campaigns or positioning of products or services, in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings. Investigate and assess individual, social, cultural and lifestyle influences on consumer behaviour and estimate their impact for products or services, and assess organisational behaviour in relation to products or services in accordance with the marketing plan. The student must demonstrate ability, knowledge and skills to recommend marketing strategies. They must ensure marketing strategies address innate and acquired needs of consumers and motives that influence decision-making. They must present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies, and ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan, and check cultural appropriateness. Presentation and observation Prepare and deliver a presentation on the consumer behaviour characteristics in the target international market identified in their report.Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 14 of 19 Assessment mapping summary Assessment Task Description Assessment Number Assessment Method/s Elements/PCs** Critical Aspects of Evidence* Required Skills*** Required Knowledge**** Confirm target market Students are to write a report that confirms the target market for a selected organisation. The report should identify the market or market segment for a product or service noted on the marketing plan; identify aspects of culture and consumer attributes that may have an impact on international marketing of products within the target market; and identify the features of the product or service. The organisation selected should be one for which they can access the market plan. Where possible students should select an organisation they are familiar with such as their own workplace, or use a simulated workplace such as the workplace of a friend or family member, or any other workplace as negotiated with their assessor. 1 Project work Written report 1.1–1.4 2 2–6 1, 6Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 15 of 19 Assessment Task Description Assessment Number Assessment Method/s Elements/PCs** Critical Aspects of Evidence* Required Skills*** Required Knowledge**** Assess current levels of consumer interest Using the organisation selected in Assessment Task 1, the student is to prepare a report that assesses current level of consumer interest. The report should: investigate consumer need for the products or services through an analysis of trends and past performance of products and services, review past marketing plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings; investigate and assess consumer behaviour by considering individual, social, cultural and lifestyle influences and estimate their impact for products or services; and assess organisational behaviour in relation to products or services in accordance with the marketing plan. The student is also required to prepare and deliver a presentation on the consumer behaviour characteristics in the target international market identified in their report. 2 Project work Written report Presentation and observation 2.1–2.5 2 1–4, 6 1–3, 5–6Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 16 of 19 Assessment Task Description Assessment Number Assessment Method/s Elements/PCs** Critical Aspects of Evidence* Required Skills*** Required Knowledge**** Recommend marketing strategies Using the organisation selected in Assessment Task 1 and the information prepared for Assessment Tasks 1 and 2, the student is to prepare a report recommending effective marketing strategies. They must ensure marketing strategies address innate and acquired needs of consumer and motives that influence decision-making. The report must also include a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies; ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan; and check cultural appropriateness. 3 Project work Written report 3.1–3.3 1–2 1–6 1–6 * Elements and Performance Criteria are numbered using the Unit of Competency numbering system. ** Obtain number from previous table 'Performance Evidence' *** Obtain number from previous table 'Knowledge Evidence'Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 17 of 19 Record of Assessment Outcome Student Name Student ID Date Student Signature Assessment Number Assessment Type Satisfactory Date Yes No TASK 1 TASK 2 TASK 3 Comments: ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________ ______________________________________________________________________________________ I have been provided with feedback on the evidence I have provided. I have been informed of the assessment result and the reasons for the decision. Student Signature: _______________________________________________________ The student has been provided with feedback and informed of the assessment result and the reasons for the decision Assessor Name/Signature: _______________________________Date: ___________Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 18 of 19 References / recommended resources Analyse consumer behaviour for specific international markets – BSBMKG517A, 2015, 1st Edition, Version 1, Innovation and Business Industry Skills Council Ltd Australia, East Melbourne, VIC, Australia Printed resources  Ball, D. A., McCulloch, W. H., Frantz, P. L., Geringer, J. M. and Minor, M. S., 2006, International business: The challenge of global competition, McGraw-Hill, Roseville, NSW.  Cateora, P. R., Graham, J. L., 2005, International Marketing, 12th edn, McGraw-Hill Irwin, New York.  Neal C. M., Quester P., Hawkins D. I., 2002, Consumer behaviour – Implications for marketing strategy, 3rd edn, McGraw-Hill Irwin, North Ryde, NSW.  Roy Morgan Research and Horizons Network, 1997, The relationships Australians have with the media, Sydney, NSW.  Webb, K., 2010, Consumer behaviour, 2nd edn, McGraw-Hill, Roseville, NSW. Online resources Websites  Australian Trade Commission, 2009, Austrade, viewed July 2010, .  Department of the Environment, Water, Heritage and the Arts, 2010, Culture portal, viewed July 2010, .  LearnMyself 2010, viewed May 2010, .  Microsoft Corporation, 2010, Xbox 360®, viewed July 2010, .  National Informatics Centre, 2010, Government of India Directory, viewed July 2010, .  Government of China, 2010, Business in China, viewed July 2010, . Documents within websites  Advamed Inc., 2010, 'Thematic Apperception Test', Encyclopedia of Mental Disorders, viewed July 2010, .  Chapman, A., 1999-2010, 'PEST market analysis tool', businessballs, viewed July 2010, .  Chapman, A., 1999–2010, 'SWOT analysis', businessballs, viewed July 2010, .Analyse consumer behaviour for specific international markets – BSBMKG517 Innovation and Business Industry Skills Council Ltd Page 19 of 19  Clark, D. R., 2009, 'Organizational Behaviour', Big Dog and Little Dog's Performance Juxtaposition, viewed July 2010, .  Edward Lowe Foundation, 1999–2008, 'How to identify a target market and prepare a customer profile', eSmallOffice, viewed July 2010, .  Frazier, M., 2010, 'How P&G brought the diaper revolution to china', Bnet, viewed July 2010, .  Khera Communications Inc, 1998–2010, 'Sample marketing plan', More Business, viewed July 2010, .  Management-Hub, 2005–2010, 'Major factors influencing consumer behaviour', Management-Hub, viewed July 2010, .  Marketing Teacher Ltd, 2000–2010, 'International marketing and culture', Marketing teacher, viewed July 2010, .  MBA Publishing Limited, 1995–2010, 'NIVEA FOR MEN', The Times 100 , viewed July 2010, .  Perner, L., 1999–2008, 'Consumer behaviour', University of Southern California, viewed July 2010, .  Small Business Notes, 2009, 'Target market', Small business , viewed July 2010, .  'Maslow's hierarchy of needs', Answers.com, viewed July 2010, .