Assessor Resource

BSBMKG603
Manage the marketing process

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.

It applies to senior personnel who are responsible for managing the overall marketing process of an organisation, and for managing marketing personnel. Typically they manage a portfolio of products or services across the organisation, rather than a single product or a few products.

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. Manage marketing performance

1.1 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation

1.2 Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives

1.3 Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements

1.4 Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met

2. Manage marketing personnel

2.1 Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel

2.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort

2.3 Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives

2.4 Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard

2.5 Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes

3. Evaluate and improve strategic marketing performance

3.1 Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required

3.2 Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance

3.3 Analyse overperformance against targets for trends and set new targets

3.4 Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives

3.5 Document review of marketing performance against key performance indicators in accordance with organisational requirements

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. Manage marketing performance

1.1 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation

1.2 Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives

1.3 Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements

1.4 Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met

2. Manage marketing personnel

2.1 Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel

2.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort

2.3 Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives

2.4 Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard

2.5 Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes

3. Evaluate and improve strategic marketing performance

3.1 Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required

3.2 Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance

3.3 Analyse overperformance against targets for trends and set new targets

3.4 Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives

3.5 Document review of marketing performance against key performance indicators in accordance with organisational requirements

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
Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation 
Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives 
Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements 
Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met 
Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel 
Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort 
Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives 
Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard 
Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes 
Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required 
Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance 
Analyse overperformance against targets for trends and set new targets 
Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives 
Document review of marketing performance against key performance indicators in accordance with organisational requirements 

Forms

Assessment Cover Sheet

BSBMKG603 - Manage the marketing process
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Assessment Record Sheet

BSBMKG603 - Manage the marketing process

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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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