Unit of competency
Modification History
Release |
Comments |
Release 1 |
This version first released with BSB Business Services Training Package Version 1.0. |
Application
This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.
It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Unit Sector
Business Development – Marketing
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
Elements describe the essential outcomes. |
Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Manage marketing performance |
1.1 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation 1.2 Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives 1.3 Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements 1.4 Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met |
2. Manage marketing personnel |
2.1 Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel 2.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort 2.3 Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives 2.4 Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard 2.5 Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes |
3. Evaluate and improve strategic marketing performance |
3.1 Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required 3.2 Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance 3.3 Analyse over-performance against targets for trends and set new targets 3.4 Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives 3.5 Document review of marketing performance against key performance indicators in accordance with organisational requirements |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill |
Performance Criteria |
Description |
Learning |
2.4 |
|
Reading |
1.2-1.4, 3.1-3.5 |
|
Writing |
2.1-2.5, 3.4, 3.5 |
|
Oral Communication |
2.1, 2.2, 2.4 |
|
Numeracy |
1.3, 1.4, 3.3 |
|
Navigate the world of work |
1.2, 1.3, 2.3, 3.1, 3.4, 3.5 |
|
Interact with others |
2.1-2.4 |
|
Get the work done |
1.1-1.4, 2.5, 3.1, 3.2, 3.4 |
|
Unit Mapping Information
Code and title current version |
Code and title previous version |
Comments |
Equivalence status |
BSBMKG603 Manage the marketing process |
BSBMKG603B Manage the marketing process |
Updated to meet Standards for Training Packages |
Equivalent unit |
Links
Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10