Modification History
Unit Descriptor
This unit describes the performance outcomes, skills and knowledge required to plan, implement and manage basic marketing and promotional activities.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
This unit describes the performance outcomes, skills and knowledge required to plan, implement and manage basic marketing and promotional activities.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Application of the Unit
This unit covers general and basic marketing and promotional activities that do not require detailed or complex planning or implementation. It could be undertaken as part of a broader role of a person in a small enterprise, or as part of a marketing plan for a larger enterprise.
This unit covers general and basic marketing and promotional activities that do not require detailed or complex planning or implementation. It could be undertaken as part of a broader role of a person in a small enterprise, or as part of a marketing plan for a larger enterprise.
Licensing/Regulatory Information
Refer to Unit Descriptor
Pre-Requisites
Employability Skills Information
This unit contains employability skills.
This unit contains employability skills.
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency.
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.
Elements describe the essential outcomes of a unit of competency.
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.
Elements and Performance Criteria
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Elements and Performance Criteria |
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Element |
Performance Criteria |
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1 |
Plan marketing activities |
1.1 |
Identify need for marketing activities |
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1.2 |
Investigate previous marketing activities for relevant information |
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1.3 |
Identify and analyse relevant policies and procedures |
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1.4 |
Identify outcomes expected from marketing activities |
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1.5 |
Undertake analysis of collected basic marketing information |
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1.6 |
Develop and document work activity plans for marketing activities |
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1.7 |
Obtain approval of plans from relevant enterprise personnel |
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2 |
Implement and manage marketing activities |
2.1 |
Determine and access resources required for work activities |
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2.2 |
Undertake marketing activities |
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2.3 |
Assign responsibilities and functions to relevant personnel performing specific marketing functions |
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2.4 |
Monitor marketing activities, reviewing and amending activity plans as required |
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3 |
Review marketing activities |
3.1 |
Measure and document outcomes of marketing activities |
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3.2 |
Review marketing activities against expected outcomes and document identified improvements |
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3.3 |
Prepare reports of marketing activities and communicate to relevant enterprise personnel |
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Required Skills and Knowledge
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This section describes the skills and knowledge required for this unit. |
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Required skills |
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literacy skills to read a variety of texts, to prepare general information and papers, and to write formal and informal letters according to target audience planning skills to develop implementation schedules problem-solving skills to address issues which may affect plans and their implementation. |
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Required knowledge |
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key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as: anti-discrimination legislation ethical principles codes of practice privacy laws environmental issues occupational health and safety organisational policies and procedures specific product knowledge related to goods and services being marketed. |
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, range statement and the Assessment Guidelines for the Training Package. |
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Overview of assessment |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the following is essential: planning and implementing marketing activities reviewing the effectiveness of the marketing plan documenting the activities and processes worked with knowledge of relevant legislation. |
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Context of and specific resources for assessment |
Assessment must ensure: access to an actual workplace or simulated environment access to office equipment and resources examples of goods/services to be marketed examples of marketing plans. |
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Method of assessment |
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate review of work activity plans for marketing activities analysis of responses to case studies and scenarios demonstration of techniques observation of presentations oral or written questioning to assess knowledge of marketing techniques and strategies analysis of documentation outlining the outcomes of marketing activities review of marketing activities reports. |
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Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: other marketing, advertising or public relations units. |
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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. |
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Need may be determined by: |
analysis of sales figures and other performance data analysis of client information direction from relevant enterprise personnel development of new products and services |
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Marketing activities may include: |
attendance at trade shows, conferences and other events basic advertising development and distribution of general promotional and informational materials development and distribution of samples, case studies, testimonials and other evidence of enterprise activity development of displays and signs development of media releases, articles and media background information information sessions for clients, suppliers and stakeholders online information telephone promotions |
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Outcomes may include: |
projections for potential client inquiries projections for detailed potential client follow-up projections for sales and service levels |
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Analysis may include: |
market definition, statistics and basic research basic market segmentation target audience profiles |
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Work activity plans may include: |
human resource plans plans for other required resources financial plans time plans detailed implementation plans (covering the how/what/when of activities) activity monitoring and evaluation plans |
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Relevant enterprise personnel might include: |
coordinators owners managers section leaders supervisors team leaders |
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Resources may include: |
human resources finance resource contributions from suppliers and/or partners |
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Relevant personnel performing specific marketing functions may include: |
administrators copywriters desktop publishers external consultants graphic artists and designers marketing specialists printers, sign writers and other tradespeople |
Unit Sector(s)
empty
empt
Competency field
Business Development - Marketing
Business Development - Marketing
