Course Title: Profile international markets

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5792C

Course Title: Profile international markets

School: 650T TAFE Business

Campus: City Campus

Program: C5219 - Diploma of International Business

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

David Plowman

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This course applies to individuals with managerial responsibility for selecting and confirming appropriate international market/s by identifying the target market, profiling the target market and developing a positioning strategy.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG516A Profile international markets


Performance Criteria

1. Select potential international markets for further investigation

2. Identify the target market

3.Profile the target audience

4. develop a positionong strategy

Performance Criteria:

1.1 Determine readiness to market products or services internationally
1.2 List potential international markets for further investigation
1.3 Identify information sources to inform process for selection of international markets
1.4 Determine and document criteria to determine suitability of international markets for product or service
1.5 Access and use information sources to determine suitability of international markets for product or service to be marketed
1.6 Select international markets for profiling
2.1 Evaluate and choose approaches to determining and describing the total market within selected countries for a product or service
2.2 Define the target market for a product or service in terms of prospective users/consumers, the selected market segment/s and cultural appropriateness of the product or service
2.3 Use segment descriptors to describe the target market
2.4 Identify available marketing strategic options and select the targeting strategy that best meets the requirements of the marketing plan
2.5 Check the cultural appropriateness of the chosen targeting strategy using available information sources
3.1 Describe the total and selected market and the selected market segment/s in the form of a consumer profile
3.2 Ensure the consumer profile identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection
3.3 Use demographic data and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
3.4 Ensure the profile meets organisational requirements in terms of language, format, content and level of detail
4.1 Identify available positioning strategies are and choose a strategy to meet marketing requirements and the consumer profile including the culture of profiled groups
4.2 Check cultural appropriateness of chosen positioning strategies using available information sources
4.3 Write a positioning implementation plan in accordance with organisational requirements

Learning Outcomes

This course delivers the skills and knowledge to serlect and confirm an appropriate international market.

Details of Learning Activities

Students will study theory and then apply it to situations in industries they may like to work in.It is expected that students will read theory provided in Power Point presentations and/or relevant chapters of recoomended texts prior to class time so as to discuss and comment on theories. Activities may include groupwork, site visits, case studies

Teaching Schedule


1. Introduction to course and administrative requirements

2. Markeing concepts and applicationn to International Markets

3. Determine potential international market and select an appropriate market

4. Process of segmentation of the market

5.Strategic international marketing to include cultural aspects

6. Drafting of consumer profile

7. Refinement of consumer profile

8. Introduction to the Marketing Plan

9. Export Pricing and Marketing Communication

10. Marketing Logistics /Distribution Management

11. Global Product management

12. Global Pricing and Promotional Strategies

13.Marketing Entry Strategies 

14. Presentations

15. Presentations

16. Feedback and individual interviews


Learning Resources

Prescribed Texts



Other Resources

Czinkota et al, 2007, International Marketing, any edition, Thomson, USA

Kliendl, Brad, 2007, International Marketing,, Thomson,USA

Summers,Jane, 2005, Essentials of Marketing, Thomson, Australia

Rugimbana, Robert et al, 2003, Cross Cultural Marketing,Thomson, Australia

Boone & Kurtz, 2006, Contemporary Marketing,Thomson, Australia

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

Minor Test

Case Studies

Major Project

Assessment Matrix

Marking Guide (Grading)

After achievement of competency we then grade your performance in this course and this gives you the opportunity to have the level of your performance formally recognised against industry standards and employability skills.

You will receive one of the following grades

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded
NYC Not yet Competent
DNS Did not Submit for Assessment

This grading is in accordance with the following criteria:

1. Level of Independence, Initiative, Enterprise and Performance of Work Task
We are looking for you to demonstrate broad individual research to support your business implementation and complete the stated requirements

2. Demonstrated Breadth of Underpinning Knowledge and a Willingness to Continue Learning
We are looking for your plan to show and demonstrate an excellent understanding of the industry and reference to industry and other relevant documents

3. Techniques and Processes, Technology Skills and Problem Solving
We are looking for you to comply with designated format and presentation of the Major Project

4. Work Organisation, Planning and Self-Management
We expect to see ongoing uploading of information into your document that is relevant to the course with full utilisation of the Blackboard as per course requirements and with timely submission of all required material

5. Communication Skills, People Networking, Language and Interpersonal Skills and Teamwork
We expect to see regular attendance and class involvement in relevant discussions in the scheduled sessions, utilisation of relevant networking tools as outlined in the Blackboard, and your report to be present4ed using appropriate business language,

Course Overview: Access Course Overview