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. 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, and 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 requirements 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.Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations. |
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. |
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
develop a marketing strategy and plan for a product or service, including:
identifying current and relevant marketing issues
detailed, realistic implementation and monitoring program specific to the product or service
details of marketing techniques and distribution networks specific to the product or service
opportunities presented by new technologies
research and critically analyse internal and external business environments relevant to the above product or service
evaluate and report on the above marketing strategy and plan against the following criteria:
consistency with overall marketing direction
exposure achieved
penetration of target market
cost-effectiveness of financial and human resources
completion of strategy within established timeframe
recommendations for strategic responses based on evaluation.
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
data collection tools and research methodologies of particular relevance to marketing
marketing planning techniques and formats and key features of a marketing plan
internal and external issues that impact on market planning in a given industry context
internal capabilities and resource considerations:
communication capabilities
e-business capacity
equipment capacity
financial resources
hours of operation
human resources
location and position
staff skill levels
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 context, and in particular current and emerging marketing technologies and the opportunities they present
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
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:
real or simulated product or service for which market planning can be undertaken
current information and communications technology to support the research and planning process
group of stakeholders who contribute to the planning process and customers to whom products and services are marketed; these can be:
those in an industry workplace who are assisted by the individual during the assessment process; or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.