ASSESSMENT-MCAD-20 - 6.1 - Student Assessment

Student Assessment
Qualification details: BSB60520 Advanced Diploma of Marketing and Communication

SBTA course reference: MCAD-20_6.1_International Marketing Programs
Unit of competency: BSBMKG625 – Implement and manage international marketing programs
Student’s ID: student ID
Assessor’s name: assessor name
ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS

Assessment task instructions:
This is the first (1st) assessment task consisting 7 written questions. You must complete all questions
successfully to gain a “Satisfactory” outcome for this task.
Purpose of the assessment task:
The purpose of the assessment task is to assess your knowledge in the following:
 organisational policies and procedures related to international marketing programs
 legislations, codes of practice and standards for international marketing programs
 understanding of KPIs for international marketing programs
 impacts of market changes on international marketing programs
 common international marketing strategies and approaches
 risk factors and mitigation strategies for international marketing opportunities
 processes for implementing an international marketing plan
Assessment conditions and resources:
Assessment will be conducted in a safe simulated environment where you will have access to documentation,
workplace policies and procedures for international marketing, legislation, regulations, standards and codes
on international marketing, learner guides, PowerPoints and relevant templates and technology equipment to
complete this assessment task.
Questions:
1.1. What are the organisational policies and procedures related to international marketing
programs? (Guide: 100-150 words)
1. Legal and Organizational Policies and Guidelines: The organisation has policies and guidelines in
place that prohibit false or misleading statements about its products or services. It also ensures that
the information on social media pages is correct.
2. Pricing and Discount Policies: The organisation has a pricing policy that is applied to all
international students equally. It also provides a 20% scholarship to students who excel
academically.
3. Refund Policy and Procedures: In the event of visa refusal, the organisation has a refund policy
that refunds all money except the administrative fee.
4. Monitor and Address Variations: The organisation monitors the performance of promotional
activities based on their achievement, and actions to address variations are implemented in
consultation with senior management.
1.2. Research provisions of legislations, standards and codes of practice relevant to international marketing
programs and address the following two questions.
1.2.a What are the provisions of legislation and standards for international marketing
programs? Write your answers in 30-50 words.
1.2.b In your own words explain the code of practice for international marketing programs.
Write your answers in 150-250 words.
a. International marketing programmes are governed by rules such as the International Chamber of
Commerce's International Code of Advertising Practice, which provides guidance on
responsible advertising practises, and the International Organization for Standardization's
MCAD-20_6.1_ BSBMKG625_Assessment Tasks

Version 1_Dated: 29 April 2022
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Student Assessment
ISO 9001, which establishes quality management system standards.

Legislations/standards
 Age discrimination act 2004
 Disability discrimination Act 1992
 Racial discrimination act 1975
 Sex discrimination act 1984
 Australian Human Rights
 Commission Act 1986
 Copyright Act 1988
 Broadcasting Services Act 1992
b. The international marketing code of practise refers to a set of guidelines that businesses should
follow when engaging in international marketing activities. The goal of the code is to promote
ethical and responsible marketing practises that respect cultural differences while also protecting
consumers from harmful or misleading advertising. Advertising and promotions, pricing,
packaging, labelling, and product safety are typical areas covered by the code. It also emphasises
the significance of openness, honesty, and adherence to local laws and customs. Adherence to the
code of practise can help businesses build trust with customers and reduce the risk of legal and
reputational issues. In addition to legal requirements, businesses may choose to adopt voluntary
codes of conduct, such as the International Chamber of Commerce's International Code of
Advertising Practice or the United Nations' Global Compact, to demonstrate their commitment to
ethical business practises. Overall, the code of practise for international marketing programmes is
a useful guide for businesses looking to engage in global marketing while maintaining ethical
standards and avoiding negative consequences.
1.3. Research use of Key Performance Indicators (KPIs) for international marketing programs and
explain how and why organisational would plan to use them. (Guide: 150-250 words)
KPIs are metrics that are used to assess and measure the success or performance of a specific activity or
project. KPIs are used in international marketing programmes to monitor and measure the effectiveness of a
company's marketing strategies and tactics deployed in different countries.
KPIs are used in international marketing programmes for a variety of reasons, including:
 Monitoring progress: KPIs allow organisations to track the effectiveness of their marketing efforts
in different countries and monitor the progress of their international marketing programmes.
 Identifying areas for improvement: Organizations can identify areas for improvement in their
international marketing programmes by tracking KPIs. This enables them to optimise their
marketing strategies and tactics by making data-driven decisions.
 Benchmarking performance: KPIs provide a baseline against which organisations can compare
their performance to competitors and industry standards. This enables them to identify their
strengths and weaknesses and adjust their marketing strategies to achieve better results.
Aligning marketing goals with business objectives: KPIs assist organisations in aligning their
marketing goals with their overall business objectives. They can ensure that their international
marketing programmes are contributing to the achievement of their business goals by tracking key
performance indicators (KPIs).
Organizations intend to use KPIs by first identifying the specific metrics that are relevant to their

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Student Assessment
international marketing programmes. They then establish targets for each KPI and a system for tracking and
measuring performance. This entails implementing data collection and analysis tools and processes such as
marketing automation software, customer relationship management (CRM) systems, and web analytics tools.
KPIs are an essential tool for organisations to use in monitoring and measuring the success of their
international marketing programmes.
1.4. Research and explain impacts of marketing changes on international marketing programs.
(Guide: 200-250 words)
Marketing changes can have a significant impact on international marketing programmes. Some of the ways
in which marketing changes can affect international marketing programmes are as follows:
 Changes in consumer behaviour: Changes in consumer behaviour can have a significant
impact on international marketing programmes. Changes in consumer preferences, attitudes,
and beliefs, for example, can impact how international companies position their products and
services in different markets.
 Changes in technology: Technology advancements may have an impact on how foreign
businesses sell their goods and services. As an illustration, the increased use of social media has
changed marketing tactics since many businesses now use social media platforms to contact
customers in various areas.
 Changes in competition: Competition changes can also have an impact on international
marketing programmes. For example, if a new competitor enters the market, an international
company's marketing strategy may need to be adjusted in order to differentiate its products or
services. This could include offering lower prices, promoting extra features, or emphasising
superior quality.
 Cultural differences: Cultural differences between countries can have an impact on international
marketing programmes. Some countries, for example, may be more collectivist, emphasising group
identity over individualism, while others may be more individualistic. Companies must be sensitive
to cultural differences and adapt their marketing messages and tactics accordingly.
Finally, in order to effectively navigate the impact of marketing changes, international marketing
programmes must be adaptable and flexible. To design effective marketing strategies that resonate with their
target audience, businesses must be aware of consumer behaviour, technology, competition, and cultural
differences in different markets.
1.5. Research and discuss various marketing strategies and approaches to international marketing.
(Guide: 120-200 words)
Marketing strategies and approaches differ by country due to differences in culture, economy, and other
factors. However, some universal marketing strategies can be used in international marketing. Some of the
most common approaches to international marketing are as follows:
 Standardization vs. localization approach: Standardization entails applying the same marketing mix
(product, price, promotion, and location) across multiple countries, whereas localisation entails
tailoring the marketing mix to the local market. Localization can help a company better understand
and appeal to the unique needs and preferences of local consumers, while standardisation can save
money and streamline operations.
 Global branding: A global brand is one that is recognised and valued across borders.
 Adaptation: Adapting to local conditions entails changing products or marketing strategies to better

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Student Assessment
meet the needs of a specific market.

 Partnership: Collaboration with a local company or individual can assist a company in navigating
cultural differences and better understanding local market conditions. This strategy can be
especially beneficial in developing countries where local knowledge and connections can be critical
to success.
 Digital marketing: social media, email marketing, and search engine optimisation are examples of
digital marketing channels that can be tailored to specific markets and allow businesses to reach
consumers in cost-effective and efficient ways.
 Cross-cultural marketing: Understanding and respecting cultural differences, as well as adapting
marketing strategies, are all part of cross-cultural marketing.
 Direct marketing: This method can be useful for establishing relationships with customers in
different countries and providing personalised communication.
1.6. Research risk factors and risk mitigation strategies relevant to international marketing and
address the following points. (Guide: 250-350 words).
1.6.a Explain the risk factors involved in international marketing opportunities.
1.6.b Explain any five (5) risk mitigation strategies for international marketing.
a. International marketing can be risky for businesses due to a variety of factors that can have a
negative impact on their operations, financial performance, and reputation. Some of the risks
associated with international marketing opportunities are as follows:
 Economic and Political Risks: Exchange rate fluctuations, trade restrictions, tariffs, and
political instability in foreign markets can all have an impact on the profitability and
sustainability of international marketing ventures.
 Legal Risks: Laws and regulations governing intellectual property, labour practises, and
product safety vary by country, and businesses must follow them to avoid legal liability.
 Cultural Risks: Language, customs, and values differences can have an impact on
consumer behaviour and marketing effectiveness. Misunderstandings or cultural
insensitivity can harm a brand's reputation and consumer trust.
 Operational Risks: Managing logistics, supply chains, and distribution networks across
multiple countries and cultures can be difficult, and failures can lead to delays, disruptions,
and quality issues.
 Competitive Risks: Entering new markets frequently means competing against established
local players, and businesses must differentiate themselves to succeed.
b. Businesses can use several tactics when seeking global marketing possibilities to reduce these risks.
The following are a few efficient risk reduction techniques for global marketing:
 Conducting Market Research: Market research that is in-depth enables firms to
comprehend the political, economic, legal, and cultural contexts of international markets,
pinpoint consumer preferences, and evaluate the strengths and weaknesses of rival
companies.
 Establishing Local Partnerships: Working with local companies or agents who understand

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the local market, culture, and regulations can assist businesses in navigating the challenges
of operating in foreign markets and mitigating legal and operational risks.
 Adapting Marketing Strategies: Adapting marketing strategies to the cultural and linguistic
nuances of foreign markets can boost campaign effectiveness and reduce cultural risks.
 Diversifying Operations: Diversifying operations across multiple countries and regions can
reduce economic and political risks by reducing reliance on a single market or currency.
 Developing Contingency Plans: Creating contingency plans for potential risks and
challenges can assist businesses in responding quickly and effectively to unexpected
events such as political instability, natural disasters, or supply chain disruptions.
1.7. Research various processes for implementing an international marketing plan and explain
their relevance. (Guide: 180-220 words).
Implementing an international marketing strategy entails a few processes that are essential for success in
international markets. The following are some of the relevant processes for implementing an international
marketing plan:
 Market research: Implementing an international marketing strategy requires conducting market
research. Analysing the target market, comprehending client wants and preferences, identifying
rivals, and evaluating the regulatory environment are all necessary steps in this process. The
possibility of success is increased when marketing strategies and tactics are developed using market
research insights that are particular to the target market.
 Segmentation, targeting, and positioning (STP): In the segmentation, targeting, and positioning
(STP) process, the target market is divided into discrete groups based on unique traits, with
marketing techniques tailored to each segment. By this technique, businesses can concentrate their
efforts on the most lucrative and responsive market segments, enhancing the efficacy of marketing
initiatives.
 Marketing mix development: The product, pricing, promotion, and place are all parts of the
marketing mix, which is a crucial component of the marketing strategy. Businesses must create a
marketing mix that is customised to the target market, considering elements like cultural variances,
legal constraints, and consumer preferences.
 Budgeting and resource allocation: Companies must determine the resources needed to carry out the
marketing plan, create a budget, and effectively allocate resources. This process ensures that the
company has enough resources to carry out the plan and meet its objectives.
 Implementation and control: Control entails monitoring performance, measuring success against
established metrics, and making necessary adjustments. This process ensures that the marketing
plan is on track to meet its objectives and allows businesses to make any necessary adjustments to
improve performance.

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ASSESSMENT TASK 2: IMPLEMENTING INTERNATIONAL MARKETING PROGRAM

PROJECT
Assessment task instructions:

This is the second (2) assessment task consisting of practical activities including a scenario. You must
complete all activities successfully to gain a “Satisfactory” outcome.
Purpose of the assessment task:
This project will assess your skills in implementing and managing at least one international marketing
program. You must demonstrate and provide evidence that you have developed international marketing
objectives, decided on marketing approach and operational structure, implement programs and valuate and
improve international marketing performance.
Assessment conditions and resources:
Assessment will be conducted in a safe simulated environment where you will have access to documentation,
workplace policies and procedures for international marketing, legislation, regulations, standards and codes
on international marketing, learner guides, PowerPoints and relevant templates and technology and
equipment to enable you to complete this assessment task.
This unit requires you to demonstrate practical skills including oral communication.
You have the following options to complete activities in the assessment task successfully:
 use the combination of emails and MS TEAMS to collect feedback and information
 use TEAMS to invite and collect feedback and record any communication on TEAMS and Meeting Minutes
 utilise your workplace colleagues or other suitable colleagues to assist you with completing practical activities and
provide feedback
 organise a team, conduct a face-to-face meeting at the Academy and complete Meeting Minutes.
You may use emails to supplement any consultation processes and when collecting information during research. All
communication must be recorded and uploaded with this activity. Take notes when communicating with others and
complete Communication report (e.g. Minutes of Meeting form).
(i) All relevant resources for this task are situated in your Supporting Materials folder in your learning portal
(ii) Information on how to submit, upload, record, click: https://youtu.be/-B7QEWmM65U or ask assessor or contact
studentservices@sbta.com.au
(iii)Your assessor will complete an Assessor Observation Checklist (AOC) for this task.
Read the following scenario and complete all activities.
Scenario:
Your training organisation wants to market the following courses to new overseas market:
 Diploma of marketing and communication
 Diploma of leadership and management
The courses have to be promoted in the international markets according to the organisational marketing plan
and strategy provided by the Company’s Marketing Directors.
You are working as an International Market Promotion Manager in the training organisation. You report to
you’re the organisation’s Marketing Director and your team includes the following members:
 International Market Promotion Manager - you
 Digital Marketing Executive
 Social Media Handler
 Digital Marketing Copywriter
As part of your job role you are required to assess the international environment, identify market factors and
risks, and manage and evaluate international marketing programs. (Note: refer to your job descriptions and

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job responsibilities)
You have discussed organisation’s plans to market the two course to new overseas markets. When prepping
for the meeting accessed and reviewed relevant information, plans and documents.
Activities:
2.1. Develop international marketing objectives
This activity requires you to develop international marketing objectives for the training organisation. To
complete this task successfully you must:
 choose international marketing opportunities and set goals based on the organisation's capabilities
and resources
 determine international marketing objectives in accordance with the training organisation's strategic
plans and direction
 create strategic objectives and key performance indicators for each product, service, country,
international grouping, and also the overall performance
 assess the impact of risk factors on potential market demands by relating them to international
business cycles and economic conditions
 complete all steps in Checklist 1 and attach evidence as required by Template 1.
Your assessor will complete Assessor Checklist for this task. You will be guided when selecting suitable
colleagues for this activity. Please clarify with your assessor about who are “suitable colleagues” to assist
you with practical activities.
Note: please review the list of options to complete practical and communication activities.
Checklist 1
Completed
Development of International Marketing Objectives – Checklist 1
Yes or No
Step 1: Selecting international marketing opportunities and setting objectives based on your training
organisation's capabilities and resources.
 I assessed the organisation’s capabilities and resources based on the information given in the
marketing plan.
Yes
 I selected international marketing opportunities analysis based on analysis conducted and

document using Template 1.
Yes
 I was able to set objectives based on the organisation's capabilities and resources and
document using Template 1.
Yes
 I enclosed evidence of my research based on the organisation’s capabilities, opportunities and

resources and appropriately saved and named each evidence document.
Yes
Step 2: Defining international marketing objectives in accordance with the training organisation's
strategic direction and plans.
 I analysed the organisation’s strategic direction. Yes
 I was able to determine international marketing objectives based on the analysis of
international marketing objectives and documented them using Template 1.
Yes
 I enclose evidence of how I determined international marketing objectives in accordance with

the organisation's strategic direction.
Yes

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Student Assessment
Step 3: Development of strategic objectives and key performance indicators for each product,
service, country, or international grouping and overall performance.
 I was able to analyse the product, service, country, or international grouping and overall
performance.
Yes
 I developed strategic objectives taking into consideration each product, service, country, or
international grouping and overall performance and documented all in Template 1.
Yes
 I develop key performance indicators (KPIs) for each product, service, country, or
international grouping and overall performance and documented these in Template 1.
Yes
 I was able to collect and enclose evidence and save each evidence documents as per the
organisational process.
Yes
Step 4: Assessment of risk factors impact on potential market demand and relating them to
international business cycles and economic conditions.
 I was able to determine four (4) risk factors related to international business cycles and
economic conditions and documented these in Template 1.
Yes
 I assessed the impact of risk factors identified on potential market demand by relating them to
international business cycles and economic conditions and documented the risk factors in Yes
Template 1.
 I enclosed all relevant evidence of working out and determining risk factors. Yes
Step 5: Finalise, save and correctly named documents as per the organisational processes.
 I completed all sections of Template 1 and;
Yes
 I saved all evidence as: MCAD-20_6.1_DocName-Student ID
I am uploading the following evidence to accompany Template 1 which is listed below:
(list of documents supplied as evidence with Template 1)
 MARKETING PLAN EXCERPT
2.2. Determine marketing approach and operational structure

This activity requires you to develop marketing approach and operational structure for your training
organisation. Follow the steps given in Checklist 2 and complete the templates associated with each step
and enclose relevant evidence as stated in the checklist. To complete this activity successfully you must:
 identify resources and capabilities for program implementation.
 determine global and customised approaches to product or service promotion
 determine your options for marketing approaches
 communicate all outcome with your Marketing Director and the team
 Follow and complete all steps in Checklist 2 and attach evidence as required by each step.
Your assessor will check the checklists and complete Assessor Checklist for this task and guide you
when selecting suitable colleagues as required by this activity.
Checklist 2
Completed
Selecting Marketing Approach & Operational Structures – Checklist 2
Yes or No
Step 1: Identifying resources and capabilities for international marketing program implementation
and document using Template 2.

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 I was able to identify resources and capabilities for international marketing program
implementation and documented this in Template 2.
Yes
 I provided evidence to support step 1 of Checklist 2 and saved the evidence as per
organisational processes.
Yes
Step 2: Determining global and customised approaches to product or service promotion.

 I analysed the organisation’s services to be marketed. Yes
 I was able to determine global and customised approaches to service promotion and
documented all using Template 2.
Yes
Yes
Step 3: Developing strategic objectives and key performance indicators (KPIs) for each product,
service, country, or international grouping and overall performance.
 I was able to analyse the marketing plan of the training organisation. Yes
 I identified options for choice of marketing approaches and documented in template 2 Yes
 I was able to collect and provide evidence to support step 3 of Checklist 2 and saved the
evidence as per organisational processes.
Yes
 I communicated with my Marketing Director and my team about my International Marketing

Objectives Report (Template 1);
 collected feedback on the report and approval from manager; and
Yes
 feedback and further suggestions and input from my team.
Step 4: Finalising, saving and correctly naming documents as per the organisational processes. (note:
provide list of documents supplied as evidence with Template 2)
 I completed Template 2 using the Template document and;

Yes
 I saved the evidence as: MCAD-20_6.1_document name-Student ID
I am uploading the following evidence to accompany Template 1 which is listed below
Examples of evidence listed below may include:
 Copies of researched and collected materials and information (e.g. international stats, research of opportunities, list of
organisational documents reviewed, etc…)
 Copy of an email from you to your manager and his return email response and feedback
 Copies of communication e.g. emails to and from the team
 Completed meeting minutes and notes taken from conversations with the team
 Uploaded recordings of completed meetings on TEAMS.
1. Weekly status report

2. Add rows as required
2.3. Implement international marketing programs

This activity requires you to implement international marketing programs for your training organisation.
To do so, you are required to follow the steps given in Checklist 3 and complete the templates associated
with each step. To complete this activity successfully you must:
 aid and support staff and contractors involved in the program's implementation
 organise the integration of marketing, promotional, and sales activities in accordance with
international marketing goals
 provide progress and other reports as needed for the event

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 evaluate and respond to the need for changes to plans, systems, and procedures
 complete all steps in Checklist 3 and attach evidence as required by each step.
Your assessor will complete Assessor Checklist for this task and guide you when selecting suitable
colleagues as required by this activity.
Checklist 3
Completed
Implementation of International Marketing Programs Report – Checklist 3
Yes or No
Step 1: Implement the international marketing program in accordance with the agreed- upon
timelines.
 I was able to aid and support staff and contractors involved in the program's implementation. Yes
 I was able to adhere to the agreed-upon timelines Yes
 I organised the integration of marketing, promotional, and sales activities in accordance with
international marketing goals.
Yes
 I provided the following three (3) pieces of evidence and save them all as per organisational
processes which included the following documentation:
o Newsletter for the new intake to the potential clients and education agents.
o Training organisation’s brochures
o Screenshot of promotional materials shared on social media platforms. Yes
 I documented the types of assistance I selected and implement to aid and support staff and
contractors involved in the program's implementation and inserted this information into Yes
Template 3.
 I documented about how I organised the integration of marketing, promotional, and sales
activities in accordance with international marketing goals and also documented this in Yes
Template 3.
Step 2: Evaluating and responding to the need for changes to plans, systems, and procedures.
 I analysed the implemented of international marketing program conducted in Step 1. Yes
 I was able to determine needs for changes to marketing plans, systems, and procedures and
documented this using Template 3.
Yes
Yes
Step 3: Providing progress and other reports each week until the completion of the project (i.e., two
reports as the project duration is two (2) weeks).
 I prepared weekly progress and other reports (Template 4) and I included the following Yes
information each week:
Project Details: List project name and code, as applicable
Team: List project manager and other key team members
Status Date: Also include cadence (weekly, bi-weekly, monthly, other)
Schedule of Project: Have you met all of this period’s milestones?

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Student Assessment
Scope: Has the project stayed in scope during this period?

Budget: Is the project on, under-, or over-budget?
Quality: This may not be applicable to every report during every period, but it’s worth
capturing if there are issues.
Dependencies: What factors are the team waiting on before being able to move forward?
Issues and Roadblocks: What roadblocks have come up during this period? Give a brief
description of what they are, what you’re doing to remedy them, and who owns them.
 I provided evidence to support step 3 of Checklist 3 and saved the evidence as per Yes
 I communicated with my Marketing Director about each weekly progress and other relevant
reports, collected approval prior to forwarding to others.
Yes
 I disseminated approved progress reports, collected team’s feedback and ensured relevant
feedback was reflected in the progress reports.
Yes
Step 4: Finalising, correctly saving information as per organisational processes. (note: provide list of
documents supplied as evidence with Template 3)
 I completed Template 3 and;

Yes
 I saved the evidence as: MCAD-20_6.1_document name-Student ID
I am uploading the following evidence to accompany Template 3 which is listed below:
 MCAD-20_6.1_Int Maketing Policies 26/03/2023

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Student Assessment

Qualification details: BSB60520 Advanced Diploma of Marketing and Communication

ASSESSMENT TASK 1: KNOWLEDGE QUESTIONS

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

ISO 9001, which establishes quality management system standards.

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

meet the needs of a specific market.

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

ASSESSMENT TASK 2: IMPLEMENTING INTERNATIONAL MARKETING PROGRAM

Assessment task instructions:

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

 I selected international marketing opportunities analysis based on analysis conducted and

 I enclosed evidence of my research based on the organisation’s capabilities, opportunities and

 I enclose evidence of how I determined international marketing objectives in accordance with

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

2.2. Determine marketing approach and operational structure

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

Step 2: Determining global and customised approaches to product or service promotion.

 I communicated with my Marketing Director and my team about my International Marketing

 I completed Template 2 using the Template document and;

1. Weekly status report

2.3. Implement international marketing programs

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

Scope: Has the project stayed in scope during this period?

 I completed Template 3 and;

I am uploading the following evidence to accompany Template 3 which is listed below:

 MCAD-20_6.1_Int Maketing Policies 26/03/2023

MCAD-20_6.1_ BSBMKG625_Assessment Tasks

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