Assessor Resource

BSBMKG514
Implement and monitor marketing activities

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to apply and observe marketing plan objectives and action necessary improvements.

It applies to individuals who possess a sound theoretical knowledge base in advertising management, and demonstrate a range of managerial skills. In this role, they usually lead and coordinate a marketing team, implement a marketing plan, monitor performance of marketing strategies and evaluate their effectiveness.

They also involve team members in identifying improvements for marketing strategies and formulating recommendations for future marketing activities.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Implement marketing strategies and tactics

1.1 Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities

1.2 Identify and brief marketing and nonmarketing personnel critical to success of the marketing plan, on objectives, performance measures, and their roles and responsibilities

1.3 Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements

1.4 Implement communication and team building strategies to ensure personnel responsible for each element of the marketing mix work together to meet the organisation’s marketing objectives

1.5 Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with marketing plan

2. Monitor marketing strategies and tactics

2.1 Monitor and implement promotional activity against communication objectives in the marketing plan

2.2 Monitor product, pricing and distribution decisions against organisational policy and objectives of the marketing plan

2.3 Monitor marketing results against targets in the marketing plan

2.4 Monitor marketing revenue and costs against budget, and analyse record variations

2.5 Prepare and present marketing reports indicating ongoing progress towards marketing objectives

3. Evaluate and improve marketing performance

3.1 Regularly assess marketing performance against objectives

3.2 Identify opportunities for improvement through discussion with customers and personnel responsible for each element of marketing mix

3.3 Change business practices in line with changing customer requirements to maintain business relevance and viability

3.4 Document recommendations for improvement in accordance with organisational requirements

3.5 Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Implement marketing strategies and tactics

1.1 Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities

1.2 Identify and brief marketing and nonmarketing personnel critical to success of the marketing plan, on objectives, performance measures, and their roles and responsibilities

1.3 Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements

1.4 Implement communication and team building strategies to ensure personnel responsible for each element of the marketing mix work together to meet the organisation’s marketing objectives

1.5 Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with marketing plan

2. Monitor marketing strategies and tactics

2.1 Monitor and implement promotional activity against communication objectives in the marketing plan

2.2 Monitor product, pricing and distribution decisions against organisational policy and objectives of the marketing plan

2.3 Monitor marketing results against targets in the marketing plan

2.4 Monitor marketing revenue and costs against budget, and analyse record variations

2.5 Prepare and present marketing reports indicating ongoing progress towards marketing objectives

3. Evaluate and improve marketing performance

3.1 Regularly assess marketing performance against objectives

3.2 Identify opportunities for improvement through discussion with customers and personnel responsible for each element of marketing mix

3.3 Change business practices in line with changing customer requirements to maintain business relevance and viability

3.4 Document recommendations for improvement in accordance with organisational requirements

3.5 Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities 
Identify and brief marketing and nonmarketing personnel critical to success of the marketing plan, on objectives, performance measures, and their roles and responsibilities 
Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements 
Implement communication and team building strategies to ensure personnel responsible for each element of the marketing mix work together to meet the organisation’s marketing objectives 
Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with marketing plan 
Monitor and implement promotional activity against communication objectives in the marketing plan 
Monitor product, pricing and distribution decisions against organisational policy and objectives of the marketing plan 
Monitor marketing results against targets in the marketing plan 
Monitor marketing revenue and costs against budget, and analyse record variations 
Prepare and present marketing reports indicating ongoing progress towards marketing objectives 
Regularly assess marketing performance against objectives 
Identify opportunities for improvement through discussion with customers and personnel responsible for each element of marketing mix 
Change business practices in line with changing customer requirements to maintain business relevance and viability 
Document recommendations for improvement in accordance with organisational requirements 
Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation 

Forms

Assessment Cover Sheet

BSBMKG514 - Implement and monitor marketing activities
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Assessment Record Sheet

BSBMKG514 - Implement and monitor marketing activities

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Assessment task 1: [title] Result: Competent Not yet competent

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Overall assessment result: Competent Not yet competent

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