Download national unit specification: general information

National Unit Specification: general information
UNIT
Overseas Marketing
NUMBER
D6DL 12
COURSE
CO3V 12 Marketing the Scottish Tourism Product
SUMMARY
Explaining the role of marketing in developing overseas business and understanding the range of
problems which might arise.
OUTCOMES
1
2
3
Outline the rationale for developing overseas marketing activities.
Explain the contribution of the marketing research process to overseas market decisions.
Outline the factors to be considered when making marketing mix decisions for the overseas
market.
RECOMMENDED ENTRY
Access to this unit would be at the discretion of the centre. However, it would be beneficial if
candidates had skills in communication and basic marketing. This may be evidenced by possession
of National Units EE3T 11 Communication and DOXP 11 Marketing: Basic Principles.
CREDIT VALUE
1 NC Credit
CORE SKILLS
Information on the automatic certification of any core skills in this unit is published in Automatic
Certification of Core Skills in National Qualifications (SQA, 1999).
Administrative Information
Superclass:
BB
Publication date:
August 2000
Source:
Scottish Qualifications Authority 2001
Version:
01
© Scottish Qualifications Authority 2001
This publication may be reproduced in whole or in part for educational purposes provided that no profit is derived from
reproduction and that, if reproduced in part, the source is acknowledged.
Additional copies of this unit specification can be purchased from the Scottish Qualifications Authority. The cost for each
unit specification is £2.50 (minimum order £5.00).
National Unit Specification: statement of standards
UNIT
Overseas Marketing
Acceptable performance in this unit will be the satisfactory achievement of the standards set out in
this part of the unit specification. All sections of the statement of standards are mandatory and
cannot be altered without reference to the Scottish Qualifications Authority.
OUTCOME 1
Outline the rationale for developing overseas marketing activities
Performance criteria
a)
b)
c)
Marketing opportunities emerging from changing global and local circumstances are
explained in terms of current information.
The benefits of undertaking overseas marketing activities are accurately described in terms of
current practice
Levels of overseas activity are correctly explained in terms of the levels of overseas
commitment.
Evidence requirements
Please refer to Evidence requirements for the unit at the end of the Statement of Standards.
OUTCOME 2
Explain the contribution of the marketing research process to overseas market decisions.
Performance criteria
a)
b)
c)
The role of overseas market scanning is clearly explained as a means of identifying
opportunities.
The main stages of the marketing research process are described in line with established
practice.
The role of marketing research in the decision making process is explained correctly.
Evidence requirements
Please refer to Evidence requirements for the unit at the end of the Statement of Standards.
Unit specification Overseas Marketing
2
National Unit Specification: statement of standards (cont)
UNIT
Overseas Marketing
OUTCOME 3
Outline the factors to be considered when making marketing mix decisions for the overseas market .
Performance criteria
a)
b)
c)
The factors encouraging standardisation of the organisation’s services or product are
explained in terms of trends and influences.
The role of communication in overseas marketing is explained in terms of current practice.
Issues affecting pricing decisions are explained correctly.
Evidence requirements
Please refer to Evidence requirements for the unit at the end of the Statement of Standards.
EVIDENCE REQUIREMENTS FOR THE UNIT
Outcome 1
Evidence to demonstrate that the candidate can explain marketing opportunities presented by
changing global and local circumstances and describe the benefits of increased profit and increased
sales which can be gained from taking advantage of these changed circumstances.
The candidate should also be able to identify that a high commitment to overseas activity would most
likely require full overseas investment while a low priority to overseas activity would require indirect
investment.
Outcome 2
Evidence to demonstrate the candidate understands the contribution marketing research makes to
marketing mix decisions when considering overseas markets.
Outcome 3
Evidence to demonstrate that the candidate can explain when trends and influences in the targeted
overseas market may have an effect on the level of standardisation of the elements of the marketing
mix in the service or product being offered.
Unit specification Overseas Marketing
3
National Unit Specification: support notes
UNIT
Overseas Marketing
This part of the unit specification is offered as guidance. The support notes are not mandatory.
While the exact time allocated to this unit is at the discretion of the centre, the notional design length
is 40 hours.
GUIDANCE ON THE CONTENT AND CONTEXT FOR THIS UNIT
The principal context will be current global business environment in which the candidate will be
encouraged to identify methods of businesses exploiting opportunities for businesses to market
overseas.
The following list of topics gives a suggested content for a taught programme. The list is neither
prescriptive nor exhaustive and should be used as a guide only:
Methods of Entry;
Facilitators;
Research Methodology:
Product Decisions;
International Communications
Pricing Issues.
Corresponding to all outcomes:
The issue of standardisation versus differentiation will form the focus of attention for the student
when considering variation from the domestic marketing issue.
GUIDANCE ON LEARNING AND TEACHING APPROACHES FOR THIS UNIT
The emphasis throughout should be placed on actual business practice and case studies/examples.
GUIDANCE ON APPROACHES TO ASSESSMENT FOR THIS UNIT
Two Instruments of Assessment could be used to provide the necessary evidence of overall
competence in this unit.
Outcome 1 could be assessed by means of three restricted response questions, weighted at one for
each performance criterion.
Unit specification Overseas Marketing
4
National Unit Specification: support notes (cont)
UNIT
Overseas Marketing
Outcomes 2 and 3 could be assessed by means of a research based assignment which focuses on a
company/business selected by the candidate in agreement with the tutor and which covers the
evidence requirements.
Please refer to the National Assessment Bank items for this unit.
SPECIAL NEEDS
This unit specification is intended to ensure that there are no artificial barriers to learning or
assessment. Special needs of individual candidates should be taken into account when planning
learning experiences, selecting assessment instruments or considering special alternative outcomes
for units. For information on these, please refer to the SQA document Guidance on Special
Assessment and Certification Arrangements for Candidates with Special Needs/Candidates whose
First Language is not English (SQA, 1998).
Unit specification Overseas Marketing
5