Modification History
Not applicable.
Unit Descriptor
Unit descriptor |
This unit describes the performance outcomes, skills and knowledge required to develop and manage marketing strategies, including developing a marketing plan. The actual conduct of activities that generally takes place within the framework of marketing plans is covered in various other units such as SITXMPR001A Coordinate production of brochures and marketing materials, and SITXMPR004A Coordinate marketing activities. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
Application of the Unit
Application of the unit |
This unit applies to individuals operating in a management capacity who are responsible for developing marketing strategies and plans. This may include managers whose primary role is marketing related or those for whom marketing is a part of the overall job responsibility. Marketing strategies could be developed for a specific new or existing product or service, a small or medium-sized business organisation, a destination or a specific project, such as an event. Units and qualifications for marketing specialists are found in the Business Services Training Package. |
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Prerequisite units |
Nil |
Employability Skills Information
Employability skills |
The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements. |
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the required performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge and/or the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
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1 |
Collect and analyse information on the internal business environment. |
1.1 |
Identify and confirm core activities, customer base, business values and current business direction. |
1.2 |
Identify and analyse information on current and past marketing and its effectiveness. |
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1.3 |
Review performance information from all areas of the business to identify strengths, weaknesses and critical success factors. |
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1.4 |
Identify and record current capabilities and resources , including the need for specialist assistance. |
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1.5 |
Identify any under-performing products and services and analyse and report on reasons for under-performance. |
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1.6 |
Record and report information according to organisation requirements. |
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2 |
Collect and analyse information on the external business environment. |
2.1 |
Identify and analyse information on expected market growth or decline with associated risk factors. |
2.2 |
Record and analyse projected changes in the labour force, population and economic activity. |
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2.3 |
Gather and analyse comparative market information . |
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2.4 |
Identify and analyse industry and customer trends and developments , including emerging issues and technology. |
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2.5 |
Identify and analyse legal, ethical and environmental constraints of the market and potential business impacts. |
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2.6 |
Record and report information according to organisation requirements. |
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3 |
Develop marketing strategies. |
3.1 |
Identify and analyse specific opportunities based on internal and external market analysis. |
3.2 |
Develop marketing strategies that are consistent with direction, values and business plans of the organisation. |
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3.3 |
Ensure marketing strategies meet legal and ethical constraints . |
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3.4 |
Develop strategies in consultation with key stakeholders. |
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4 |
Prepare marketing plan. |
4.1 |
Formulate marketing plan to clearly communicate all priorities, responsibilities, timelines and budgets. |
4.2 |
Provide timely opportunities for colleagues to contribute to marketing plan. |
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4.3 |
Submit marketing plan for approval where appropriate according to organisation policy. |
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5 |
Implement and monitor marketing activities. |
5.1 |
Implement and monitor activities detailed in the plan in a cost-efficient manner and according to schedule and contingencies. |
5.2 |
Produce marketing reports according to organisation policy. |
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5.3 |
Share information on marketing activities with operational staff to maintain awareness of current organisation focus. |
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6 |
Conduct ongoing evaluation. |
6.1 |
Evaluate marketing activities using agreed methods and benchmarks. |
6.2 |
Make adjustments according to evaluation. |
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6.3 |
Communicate and implement agreed changes promptly. |
Required Skills and Knowledge
REQUIRED SKILLS AND KNOWLEDGE |
This section describes the essential skills and knowledge and their level, required for this unit. |
The following skills must be assessed as part of this unit:
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The following knowledge must be assessed as part of this unit:
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Evidence Guide
EVIDENCE GUIDE |
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The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package. |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the following is essential:
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Context of and specific resources for assessment |
Assessment must ensure:
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Methods of assessment |
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended. |
Assessing employability skills |
Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts. Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role. |
Range Statement
RANGE STATEMENT |
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The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below. |
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Sources of information may include: |
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Capabilities and resources may include: |
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Comparative market information may include: |
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Trends and developments may be: |
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Legal and ethical constraints may include: |
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Unit Sector(s)
Sector |
Cross-Sector |
Competency field
Competency field |
Marketing and Public Relations |