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. Establish strategic direction and marketing performance

1.1 Confirm organisation’s mission, vision, purpose, objectives and values

1.2 Complete a situational analysis and identify factors impacting marketing direction and performance of the organisation

1.3 Identify and analyse current key products and services, and major markets for strengths, weaknesses, opportunities and threats

1.4 Assess marketing performance against identified objectives for critical success factors, and areas for improvement

2. Evaluate marketing opportunities

2.1 Identify and analyse marketing opportunities for viability and contribution to the business

2.2 Assess each marketing opportunity, considering external factors such as costs, benefits, risks and opportunities

2.3 Analyse opportunities for likely fit with organisational goals and capabilities

2.4 Evaluate each opportunity and determine impact on current business and customer base

3. Formulate marketing strategy

3.1 Develop marketing strategy in consultation with key internal stakeholders according to prepared research

3.2 Formulate related key performance indicators for marketing strategy

3.3 Develop risk management strategy, and identify risks and manage contingencies

3.4 Document marketing strategy according to organisational policies and procedures

Skill 

Description 

Reading

• Accesses, analyses and evaluates information from a range of sources relating to the marketing process

Writing

• Uses a range of writing styles to articulate complex concepts
• Revises and edits documents based on feedback
• Uses appropriate formats and grammatical structures to present information logically for different audiences

Oral Communication

• Uses appropriate language and non-verbal features to explain and present information to a range of personnel
• Uses active listening and questioning to elicit feedback and clarify or confirm understanding

Numeracy

• Analyses complex numerical information on trend data, targets and budgets

Self-management

• Works autonomously making high-level decisions to ensure organisational objectives and regulatory requirements are met
• Understands own legal and ethical rights and responsibilities

Teamwork

• Identifies importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how
• Fosters a collaborative culture within own sphere of influence, facilitating a sense of commitment to shared goals

Planning and organising

• Uses logical planning processes, and an increasingly intuitive understanding of context, to extract relevant details when conducting strategic analysis
• Systematically analyses information to formulate and evaluate alternative strategies
• Makes a range of critical and non-critical decisions in relatively complex situations, taking a range of factors into account

Technology

• Uses a range of digital applications to access data, extract, organise, and integrate relevant information

Release  

Comments  

Release 1

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