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. Develop marketing strategies | 1.1 Analyse the business and its key products or services to determine focus of marketing activities, in accordance with objectives of the business plan 1.2 Evaluate customer base and target market for the small business as a basis for marketing objectives and strategies 1.3 Conduct a competitor analysis to inform development of marketing strategies 1.4 Determine marketing objectives in consultation with relevant people and in accordance with the business plan 1.5 Ensure strategies are ethically and culturally appropriate and aligned with customer and industry expectations |
2. Determine a marketing mix for the business | 2.1 Assess product mix, volumes and pricing opportunities to determine marketing focus and optimise profit 2.2 Evaluate costs and benefits of using different distribution channels or providing different levels of customer service, and consider results in determining marketing mix 2.3 Determine marketing and promotional activities including the role of digital engagement to suit target market 2.4 Consider the customer journey and conversations in determining marketing mix |
3. Implement marketing strategies | 3.1 Brief those involved in the marketing effort on their roles and responsibilities, to ensure success of marketing strategies 3.2 Plan and implement marketing activities, in accordance with marketing objectives and budgetary requirements 3.3 Consider digital devices, platforms and technologies for effectiveness in implementing marketing activities |
4. Monitor and improve marketing performance | 4.1 Monitor marketing activities and evaluate business performance according to objectives and targets of the business plan 4.2 Analyse performance gaps and take corrective action or set new targets 4.3 Encourage all relevant people to propose ways to improve marketing performance 4.4 Seek and analyse customer reaction to all aspects of the marketing mix, using culturally appropriate processes, to improve targeting and outcomes 4.5 Conduct ongoing research of customer requirements and expectations in both on-line and off-line environments to identify opportunities for change and improvement 4.6 Identify and respond to opportunities to aid business development through new technologies and different ways of marketing |
Evidence of the ability to:
determine marketing activity focus in line with objectives of the business plan
evaluate customer base
understand what is ethically and culturally appropriate
determine a marketing mix according to market and business needs, including:
ability to optimise sales and profit
ability to evaluate costs and benefits
determine customer needs and promotional activities
determine marketing strategies, including briefing appropriate personnel on their responsibilities
identify marketing opportunities in the digital environment
develop approaches to engage, respond and monitor customers in the digital space
monitor and evaluate activities and performance, and correct performance gaps
consult and communicate effectively with relevant people
research and monitor ongoing changes and improvements.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
To complete the unit requirements safely and effectively, the individual must:
discuss industry market trends
identify performance evaluation methods
explain methods of analysing costs and benefits of marketing strategies
summarise methods of developing marketing objectives and marketing mix
compare current digital devices, platforms and technologies for effectiveness in achieving marketing objectives
outline methods of monitoring customer satisfaction
identify relevant market analysis and research
provide a detailed explanation of relevant marketing concepts and methods.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the Management and Leadership – Small and Micro Business field of work and include access to:
business technology
software for analysis of data
workplace documents and case studies or where possible, real situations
interaction with others.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.