Modification History
The version details of this endorsed unit of competency set are in the table below. The latest information is at the top.
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Comments |
1.0 |
E Replaces and is equivalent to SITXMPR005A Develop and manage marketing strategies. Title changed to better reflect the intent and content of the unit. Minor adjustments to expression of content to streamline and improve unit. Added innovation and sustainability. |
Unit Descriptor
This unit describes the performance outcomes, skills and knowledge required to analyse internal and external business environments and to develop and evaluate marketing strategies and plans for products and services.
Application of the Unit
This unit applies to all industry sectors, and to individuals in senior marketing or management roles. This may include those whose primary role is marketing related, or those for whom marketing is a part of a broader job responsibility. Units and qualifications for marketing specialists are found in the BSB07 Business Services Training Package.
Marketing strategies could be developed for a new or existing product or service, a small or medium-sized business organisation, a destination or a specific project, such as an event.
Licensing/Regulatory Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Pre-Requisites
Not applicable.
Employability Skills Information
This unit contains employability skills.
Elements and Performance Criteria Pre-Content
Elements and Performance Criteria
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. |
1. Collect and analyse information on the internal business environment. |
1.1 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. 1.3 Review business performance information to identify strengths, weaknesses and critical success factors. 1.4 Identify and record current capabilities and resources , including the need for specialist assistance. 1.5 Record and report information according to organisational requirements. |
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. 2.3 Gather and analyse comparative market information . 2.4 Identify and analyse industry and customer trends and developments , including emerging technologies and innovations. 2.5 Identify and analyse legal , ethical and sustainability issues and potential business impacts. 2.6 Record and report information according to organisational requirements. |
3. Develop marketing strategies. |
3.1 Identify and analyse opportunities based on internal and external market analysis. 3.2 Explore new and innovative marketing approaches. 3.3 Develop marketing strategies that are consistent with direction and values of the organisation. 3.4 Integrate legal, ethical and sustainability considerations. 3.5 Develop strategies in consultation with key stakeholders. |
4. Prepare marketing plan. |
4.1 Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets. 4.2 Provide timely opportunities for colleagues to contribute to marketing plan. 4.3 Submit marketing plan for approval according to organisational policy. |
5. Implement and monitor marketing activities. |
5.1 Implement and monitor activities detailed in plan according to schedule and contingencies. 5.2 Produce marketing reports according to organisational policy. 5.3 Share information on marketing activities with operational staff to maintain awareness of current organisational focus. |
6. Conduct ongoing evaluation. |
6.1 Evaluate marketing activities using agreed methods and benchmarks. 6.2 Make adjustments according to evaluation. 6.3 Communicate and implement agreed changes. |
Required Skills and Knowledge
This section describes the skills and knowledge required for this unit. |
Required skills |
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Required knowledge |
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Evidence Guide
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 ability to:
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Context of and specific resources for assessment |
Assessment must ensure use of:
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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:
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Guidance information for assessment |
The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:
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Range Statement
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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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 , ethical and sustainability issues may relate to: |
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Unit Sector(s)
Cross-Sector
Competency Field
Marketing and Public Relations