Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Develop marketing strategy for business venture

1.1 Identify focus of marketing activities according to business plan objectives and products and/or services being provided

1.2 Establish marketing objectives in consultation with required people and according to business plan and workplace procedures

1.3 Identify customer base, target market and competitors according to identified marketing objectives

1.4 Establish and evaluate strategy to ensure ethical and cultural appropriateness and alignment with customer and industry expectations

2. Establish marketing mix for the business venture

2.1 Assess product mix, volumes and pricing opportunities according to marketing focus and business plan objectives

2.2 Research and evaluate costs and benefits of available distribution channels and customer service strategies

2.3 Select marketing and promotional activities to suit target market and according to marketing strategies

2.4 Analyse customer journey to evaluate marketing mix

3. Implement marketing strategy

3.1 Plan marketing activities according to marketing objectives and strategy and budgetary requirements

3.2 Communicate roles and responsibilities to required people according to marketing plan and workplace procedures

3.3 Monitor implementation of marketing activities according to marketing plan

3.4 Assess use of digital devices, platforms and technologies for effectiveness in implementing marketing activities

4. Evaluate marketing performance

4.1 Assess business performance according to business plan objectives

4.2 Develop a plan to address performance gaps

4.3 Analyse stakeholder response to all aspects of marketing mix to improve targeting and outcomes

4.4 Assess changes in customer requirements in both online and offline environments, where applicable, and identify opportunities for improvement

Skill 

Description 

Reading

• Identifies, analyses and evaluates complex information from a range of sources

Writing

• Prepares plans and other workplace documentation using structure, layout and terminology appropriate to audience

Oral communication

• Presents ideas and requirements clearly and using language and non-verbal techniques appropriate to audience and environment
• Uses questioning and listening to check and confirm understanding

Numeracy

• Analyses numerical information to determine budgetary requirements and product quantities
• Uses a range of calculation methods to evaluate costs and benefits

Initiative and enterprise

• Reviews current situation and develops strategies to address improvements in marketing performance
• Implements actions as per plan, making slight adjustments if necessary and addressing some unexpected issues
• Uses formal and informal processes to monitor implementation of solutions

Planning and organising

• Takes responsibility for planning and organising own workload, identifying ways of sequencing and combining elements for greater efficiency

Release  

Comments  

Release 1

This version first released with BSB Business Services Training Package Version 7.0.