Assessor Resource

SIRXMKT005
Develop a marketing strategy

Assessment tool

Version 1.0
Issue Date: March 2024


This unit describes the performance outcomes, skills and knowledge required to analyse the operating environment and use results to develop, implement and review a marketing strategy.

This unit applies to senior personnel working in a diverse range of sectors and business contexts. They operate independently and are responsible for making a range of operational business decisions and strategic planning.

No occupational licensing, certification or specific legislative 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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Analyse internal environment.

1.1.Review existing organisational marketing strategy and current organisational direction and objectives.

1.2.Identify and analyse information on current and past marketing strategies and their outcomes.

1.3.Consult with stakeholders on current and future marketing direction of the organisation and seek their input.

2. Analyse the external environment.

2.1.Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction.

2.2.Identify and analyse information on expected market growth or decline, and associated risk factors.

2.3.Identify and analyse legal, ethical and sustainability requirements and potential business impacts.

3. Develop marketing strategy and plan.

3.1.Identify and analyse marketing opportunities based on internal and external analysis.

3.2.Develop marketing strategies that are consistent with direction and objectives of the organisation.

3.3.Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.

3.4.Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets.

3.5.Communicate marketing strategy and plans to relevant personnel and seek required approval.

4. Implement marketing plan.

4.1.Implement and monitor marketing activities according to marketing plan.

4.2.Produce marketing reports according to organisational policy.

4.3.Share information on marketing activities with relevant personnel to maintain awareness of current organisational focus.

5. Review marketing plan.

5.1.Evaluate marketing activities against performance indicators to determine effectiveness of strategy and plan.

5.2.Make adjustments to marketing strategy and plan based on findings.

5.3.Communicate and implement agreed changes.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

determine a marketing strategy and develop a marketing plan for a product or service by:

researching and analysing internal and external business environments relevant to the product or service

developing and implementing a marketing plan that details:

priorities

responsibilities

performance indicators

timelines

budgets.

evaluate the above marketing strategy and plan against performance indicators and report on overall effectiveness of marketing strategy.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

aspects of legal issues that impact on marketing activities:

Australian Consumer Law

copyright and intellectual property considerations

the Privacy Act 1988

specific issues arising from use of new technologies

data collection tools and research methodologies as relevant to strategic marketing planning

marketing planning techniques and formats and key features of a marketing plan

internal and external issues that impact on market planning relevant to industry

internal capabilities and resource considerations as relevant to marketing strategy and planning

comparative market information relevant to marketing strategies:

benchmarking

best practice information

competitor information

industry marketing and distribution networks in the relevant context

new and innovative marketing strategies in the relevant industry

marketing performance indicators:

exposure achieved

sales achieved

penetration of target market

cost-effectiveness

recommendations for strategic responses based on evaluation.

ethical considerations for marketing:

appropriate use of images and text

codes of practice

protection of children

targeting of particular groups in the community

sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:

cultural and social sustainability

economic sustainability of marketing initiatives

resource conservation and waste minimisation.

Skills must be demonstrated in an operational business operation or activity. This can be:

an industry workplace

a simulated industry environment.

Assessment must ensure access to:

current documentation outlining aspects of legal issues that impact on marketing activities as described in the Knowledge Evidence

product or service for which market planning can be undertaken

existing organisational marketing strategy and plans

sources of information on internal and external operating environments

stakeholders with whom the individual can interact; these can be:

individuals in an industry workplace, or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.


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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Analyse internal environment.

1.1.Review existing organisational marketing strategy and current organisational direction and objectives.

1.2.Identify and analyse information on current and past marketing strategies and their outcomes.

1.3.Consult with stakeholders on current and future marketing direction of the organisation and seek their input.

2. Analyse the external environment.

2.1.Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction.

2.2.Identify and analyse information on expected market growth or decline, and associated risk factors.

2.3.Identify and analyse legal, ethical and sustainability requirements and potential business impacts.

3. Develop marketing strategy and plan.

3.1.Identify and analyse marketing opportunities based on internal and external analysis.

3.2.Develop marketing strategies that are consistent with direction and objectives of the organisation.

3.3.Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.

3.4.Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets.

3.5.Communicate marketing strategy and plans to relevant personnel and seek required approval.

4. Implement marketing plan.

4.1.Implement and monitor marketing activities according to marketing plan.

4.2.Produce marketing reports according to organisational policy.

4.3.Share information on marketing activities with relevant personnel to maintain awareness of current organisational focus.

5. Review marketing plan.

5.1.Evaluate marketing activities against performance indicators to determine effectiveness of strategy and plan.

5.2.Make adjustments to marketing strategy and plan based on findings.

5.3.Communicate and implement agreed changes.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

determine a marketing strategy and develop a marketing plan for a product or service by:

researching and analysing internal and external business environments relevant to the product or service

developing and implementing a marketing plan that details:

priorities

responsibilities

performance indicators

timelines

budgets.

evaluate the above marketing strategy and plan against performance indicators and report on overall effectiveness of marketing strategy.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

aspects of legal issues that impact on marketing activities:

Australian Consumer Law

copyright and intellectual property considerations

the Privacy Act 1988

specific issues arising from use of new technologies

data collection tools and research methodologies as relevant to strategic marketing planning

marketing planning techniques and formats and key features of a marketing plan

internal and external issues that impact on market planning relevant to industry

internal capabilities and resource considerations as relevant to marketing strategy and planning

comparative market information relevant to marketing strategies:

benchmarking

best practice information

competitor information

industry marketing and distribution networks in the relevant context

new and innovative marketing strategies in the relevant industry

marketing performance indicators:

exposure achieved

sales achieved

penetration of target market

cost-effectiveness

recommendations for strategic responses based on evaluation.

ethical considerations for marketing:

appropriate use of images and text

codes of practice

protection of children

targeting of particular groups in the community

sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:

cultural and social sustainability

economic sustainability of marketing initiatives

resource conservation and waste minimisation.

Skills must be demonstrated in an operational business operation or activity. This can be:

an industry workplace

a simulated industry environment.

Assessment must ensure access to:

current documentation outlining aspects of legal issues that impact on marketing activities as described in the Knowledge Evidence

product or service for which market planning can be undertaken

existing organisational marketing strategy and plans

sources of information on internal and external operating environments

stakeholders with whom the individual can interact; these can be:

individuals in an industry workplace, or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

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
Review existing organisational marketing strategy and current organisational direction and objectives. 
Identify and analyse information on current and past marketing strategies and their outcomes. 
Consult with stakeholders on current and future marketing direction of the organisation and seek their input. 
Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction. 
Identify and analyse information on expected market growth or decline, and associated risk factors. 
Identify and analyse legal, ethical and sustainability requirements and potential business impacts. 
Identify and analyse marketing opportunities based on internal and external analysis. 
Develop marketing strategies that are consistent with direction and objectives of the organisation. 
Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations. 
Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets. 
Communicate marketing strategy and plans to relevant personnel and seek required approval. 
Implement and monitor marketing activities according to marketing plan. 
Produce marketing reports according to organisational policy. 
Share information on marketing activities with relevant personnel to maintain awareness of current organisational focus. 
Evaluate marketing activities against performance indicators to determine effectiveness of strategy and plan. 
Make adjustments to marketing strategy and plan based on findings. 
Communicate and implement agreed changes. 

Forms

Assessment Cover Sheet

SIRXMKT005 - Develop a marketing strategy
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