The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

plan and coordinate multiple and different marketing activities for an operation, product or service

integrate knowledge of the relevant industry, including structure and interrelationships, industry networks, information sources, and distribution and marketing networks

integrate knowledge of the types of marketing activities used in the relevant industry sector and major industry promotional events

demonstrate knowledge of marketing principles and their application to practical workplace activities.

Context of and specific resources for assessment

Assessment must ensure use of:

real or simulated products or services for which the individual can conduct marketing activities

current information and communications technology used by industry for marketing activities

marketing plans and operational marketing documents, such as action plans and marketing reports.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

evaluation of marketing activities planned and conducted by the individual, including reports on lessons to be learned for future activities

evaluation of critiques prepared by the individual about industry marketing activities

use of case studies to assess the application of marketing knowledge to different industry situations

written or oral questioning to assess knowledge of marketing principles, structure of the industry, industry interrelationships, distribution networks and legal compliance issues

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.

Guidance information for assessment

The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:

SITXMPR403 Plan and implement sales activities.

Required skills

communication skills to establish and conduct positive business relationships

critical thinking skills to evaluate the potential of different marketing activities

initiative and enterprise skills to proactively identify and respond to new opportunities

literacy skills to:

interpret market trend information and marketing plans

develop detailed action plans for marketing activities

prepare media releases and marketing reports

numeracy skills to work within marketing budgets

planning and organising skills to coordinate diverse and unpredictable operational details

problem-solving skills to proactively identify and respond to potentially complex implementation challenges

self-management skills to take responsibility for the quality and outcomes of marketing activities

technology skills to work with current web based marketing technologies.

Required knowledge

content and structure of marketing plans

key marketing principles, including the marketing management process and the four Ps - product, place, price and promotion

industry structure and interrelationships, industry networks and information sources

industry and market knowledge appropriate to the sector and organisation, including:

distribution and marketing networks, especially those that support the product or service being promoted, including ebusiness options and major promotional events

commission structures

current customer and market trends and preferences

features, benefits and practical application of marketing activities commonly used in the service industries, including:

advertising

familiarisations

inhouse promotions

public relations

social media

trade and consumer shows

signage and display

legal issues that impact on the marketing of products and services, including consumer protection provisions

ethical considerations for marketing activities, including:

appropriate use of images and text

protection of children

targeting of particular groups in the community

sustainability considerations for marketing activities, including:

reducing waste of printed materials

sustainability as a marketing tool.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Marketing activities may include:

advertising

display and signage

events

familiarisations:

media

trade

industry and public relations activities

market research

product development within scope of individual responsibility

webbased and social media activities.

Information to be incorporated into the planning process may include:

competitive activity

financial statistics

marketing reports

marketplace trends

sales reports.

Legal, ethical and sustainability issuesmay relate to:

consumer law and trade practices

work health and safety obligations

resource conservation

targeting of particular groups

ways of presenting information.

Potential and suitabilityof promotional activities may relate to:

consistency with overall marketing direction

exposure to be achieved

matching of attendees to target markets

resource considerations:

financial

human

timing of the activity or event.

Operational details may include:

administrative and procedural requirements

availability of promotional materials

available technology

contracting of other services, such as display

equipment requirements

need for external assistance

potential for cooperative approaches

public relations implications

staffing requirements and briefings

strategies to ensure maximum benefits

travel arrangements.