- THHGLE12B - Develop and manage marketing strategies
Assessor Resource
THHGLE12B
Develop and manage marketing strategies
Assessment tool
Version 1.0
Issue Date: April 2024
Not applicable.
This unit deals with the skills and knowledge required to develop and manage marketing plans and strategies within a tourism and hospitality context. It focuses on planning, monitoring and evaluation. The actual conduct of activities, which generally takes place within the framework of marketing plans, is covered in various other units such as THHGCS07B Co-ordinate marketing activities and THTSMA01B Co-ordinate the production of brochures and marketing materials. This unit equate to the units BSBMKG01A Research the market and BSBMKG403A Develop marketing strategies in the Business Services Training Package.
This unit deals with the skills and knowledge required to develop and manage marketing plans and strategies within a tourism and hospitality context. It focuses on planning, monitoring and evaluation. The actual conduct of activities, which generally takes place within the framework of marketing plans, is covered in various other units such as THHGCS07B Co-ordinate marketing activities and THTSMA01B Co-ordinate the production of brochures and marketing materials. This unit equate to the units BSBMKG01A Research the market and BSBMKG403A Develop marketing strategies in the Business Services Training Package
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Prerequisites
Not applicable.
Employability Skills
Not applicable.
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.
Essential Knowledge and Skills to be Assessed
The following knowledge and skills must be assessed as part of this unit:
data collection tools and methodologies
marketing planning techniques and formats
internal and external issues which impact on market planning in a given industry context
in-depth knowledge of tourism and hospitality industry marketing and distribution networks
legal issues that impact on marketing activities including Trade Practices and Fair Trading legislation
research and analytical skills to analyse internal and external business environments.
Linkages to Other Units
There is a very strong link between this unit and the following unit Both units focus on planning and depending upon the industry sector and workplace, combined delivery and assessment may be appropriate.
THHGLE03B Develop and implement operational plans
Note: Knowledge of specific legal issues is required within this unit. This means that there is some duplication with the generic unit THHGLE20B Develop and update the legal knowledge required for business compliance. Repetition should be avoided in training and assessment.
For generic pre-employment training and assessment, a range of industry contexts must be addressed. Where the focus is sector or workplace specific, training and assessment must be tailored to meet particular needs.
Critical Aspects of Assessment
Evidence of the following is critical:
ability to develop a marketing strategy for a specific tourism and/or hospitality product, service or enterprise. Plans should identify current and relevant industry enterprise marketing issues and include a detailed, realistic implementation program
knowledge and understanding of specific implementation and monitoring issues.
Context of Assessment and Resource Implications
Assessment must ensure:
project or work activities conducted over a period of time to allow the candidate to both develop and implement a marketing strategy for a given product or service
development and implementation of a marketing strategy which targets and involves individuals or businesses who have a genuine interest or potential in purchasing the product or service
involvement of stakeholders in the planning process
involvement of customers to whom products and services are marketed.
Assessment Methods
Assessment methods must be chosen to ensure that marketing planning and implementation can be practically demonstrated. Methods must include assessment of knowledge as well as assessment of practical skills.
The following examples are appropriate for this unit:
evaluation of the marketing aspects of a project conducted by the candidate either alone or in conjunction with industry
evaluation of reports prepared by the candidate detailing marketing plans and results achieved
case studies to assess application of marketing planning to different industry situations and contexts
review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate.
Key Competencies in this Unit
Key Competencies are an integral part of all workplace competencies. The table below describes those applicable to this unit. Trainers and assessors should ensure that they are addressed in training and assessment.
Level 1 = Perform Level 2 = Administer and Manage Level 3 = Design and Evaluate
Key Competencies
Collecting, Organising and Analysing Information
For example:
Sourcing and analysing destination visitation data for its impact on a particular product or service (3)
Communicating Ideas and Information
For example:
Writing a marketing plan (3)
Planning and Organising Activities
For example:
Co-ordinating the consultation and research phases for the development of a marketing plan (3)
Working with Others and in Teams
For example:
Conducting a brainstorming session to gain staff input into the planning process (3)
Using Mathematical Ideas and Techniques
For example:
Calculating budget figures for marketing activities (1)
Solving Problems
For example:
Developing new marketing approaches for products or services which have so far failed to meet performance expectations (3)
Using Technology
For example:
Integrating new technology into various marketing activities (2)
Essential Knowledge and Skills to be Assessed
The following knowledge and skills must be assessed as part of this unit:
data collection tools and methodologies
marketing planning techniques and formats
internal and external issues which impact on market planning in a given industry context
in-depth knowledge of tourism and hospitality industry marketing and distribution networks
legal issues that impact on marketing activities including Trade Practices and Fair Trading legislation
research and analytical skills to analyse internal and external business environments.
Linkages to Other Units
There is a very strong link between this unit and the following unit Both units focus on planning and depending upon the industry sector and workplace, combined delivery and assessment may be appropriate.
THHGLE03B Develop and implement operational plans
Note: Knowledge of specific legal issues is required within this unit. This means that there is some duplication with the generic unit THHGLE20B Develop and update the legal knowledge required for business compliance. Repetition should be avoided in training and assessment.
For generic pre-employment training and assessment, a range of industry contexts must be addressed. Where the focus is sector or workplace specific, training and assessment must be tailored to meet particular needs.
Critical Aspects of Assessment
Evidence of the following is critical:
ability to develop a marketing strategy for a specific tourism and/or hospitality product, service or enterprise. Plans should identify current and relevant industry enterprise marketing issues and include a detailed, realistic implementation program
knowledge and understanding of specific implementation and monitoring issues.
Context of Assessment and Resource Implications
Assessment must ensure:
project or work activities conducted over a period of time to allow the candidate to both develop and implement a marketing strategy for a given product or service
development and implementation of a marketing strategy which targets and involves individuals or businesses who have a genuine interest or potential in purchasing the product or service
involvement of stakeholders in the planning process
involvement of customers to whom products and services are marketed.
Assessment Methods
Assessment methods must be chosen to ensure that marketing planning and implementation can be practically demonstrated. Methods must include assessment of knowledge as well as assessment of practical skills.
The following examples are appropriate for this unit:
evaluation of the marketing aspects of a project conducted by the candidate either alone or in conjunction with industry
evaluation of reports prepared by the candidate detailing marketing plans and results achieved
case studies to assess application of marketing planning to different industry situations and contexts
review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate.
Key Competencies in this Unit
Key Competencies are an integral part of all workplace competencies. The table below describes those applicable to this unit. Trainers and assessors should ensure that they are addressed in training and assessment.
Level 1 = Perform Level 2 = Administer and Manage Level 3 = Design and Evaluate
Key Competencies
Collecting, Organising and Analysing Information
For example:
Sourcing and analysing destination visitation data for its impact on a particular product or service (3)
Communicating Ideas and Information
For example:
Writing a marketing plan (3)
Planning and Organising Activities
For example:
Co-ordinating the consultation and research phases for the development of a marketing plan (3)
Working with Others and in Teams
For example:
Conducting a brainstorming session to gain staff input into the planning process (3)
Using Mathematical Ideas and Techniques
For example:
Calculating budget figures for marketing activities (1)
Solving Problems
For example:
Developing new marketing approaches for products or services which have so far failed to meet performance expectations (3)
Using Technology
For example:
Integrating new technology into various marketing activities (2)
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.
Not applicable.
This unit applies to all tourism and hospitality sectors. The following explanations identify how this unit may be applied in different workplaces, sectors and circumstances.
For generic pre-employment training and assessment, a range of industry contexts must be addressed. Where the focus is sector or workplace specific, training and assessment must be tailored to meet particular needs.
Marketing plans and strategies may be for:
a specific product or service (new or existing)
a small/medium sized business enterprise
a destination
a single event.
Sources of information may include:
peers
Internet
official statistics
government agencies
industry associations
business advisory services
financial institutions
industry publications.
Capabilities and resources may include:
human resources
financial resources
equipment capacity
staff skill levels
hours of operation
communication capabilities
location/position
e-business.
Trends and developments may be:
economic
ecological/environmental
government activities
social and cultural
demographic
technology
industrial.
Comparative market information may include:
best practice information
benchmarking
competitor information.
Legal and ethical constraints may include:
legislation
regulation
codes of practice
cultural expectations and influences
social responsibilities (e.g. protection of children, environmental issues).
This unit applies to all tourism and hospitality sectors. The following explanations identify how this unit may be applied in different workplaces, sectors and circumstances.
For generic pre-employment training and assessment, a range of industry contexts must be addressed. Where the focus is sector or workplace specific, training and assessment must be tailored to meet particular needs.
Marketing plans and strategies may be for:
a specific product or service (new or existing)
a small/medium sized business enterprise
a destination
a single event.
Sources of information may include:
peers
Internet
official statistics
government agencies
industry associations
business advisory services
financial institutions
industry publications.
Capabilities and resources may include:
human resources
financial resources
equipment capacity
staff skill levels
hours of operation
communication capabilities
location/position
e-business.
Trends and developments may be:
economic
ecological/environmental
government activities
social and cultural
demographic
technology
industrial.
Comparative market information may include:
best practice information
benchmarking
competitor information.
Legal and ethical constraints may include:
legislation
regulation
codes of practice
cultural expectations and influences
social responsibilities (e.g. protection of children, environmental issues).
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 |
|---|---|---|---|
| Identify and confirm core activities, customer base, business values and current business direction. | |||
| Identify and analyse information on current and past marketing and its effectiveness. | |||
| Review performance information from all areas of the business to identify strengths, weaknesses and critical success factors. | |||
| Identify and record current capabilities and resources, including the need for specialist assistance. | |||
| Identify any under-performing products and services and analyse and report on reasons for under-performance. | |||
| Record and report information in accordance with enterprise requirements. | |||
| Identify and analyse information on expected market growth or decline with associated risk factors. | |||
| Record and analyse projected changes in the labour force, population and economic activity. | |||
| Gather and analyse comparative market information. | |||
| Identify and analyse industry and customer trends and developments, including emerging issues and technology. | |||
| Identify and analyse the legal, ethical and environmental constraints of the market and potential business impacts. | |||
| Record and report information in accordance with enterprise requirements. | |||
| Identify and analyse opportunities based on internal and external market analysis. | |||
| Develop strategies that are consistent with the direction, values and business plans of the enterprise. | |||
| Develop strategies in consultation with key stakeholders. | |||
| Prepare marketing strategies to meet legal and ethical requirements. | |||
| Provide timely opportunities for colleagues to contribute to the marketing plan. | |||
| Submit marketing plan for approval where appropriate in accordance with enterprise policy. | |||
| Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving all appropriate colleagues. | |||
| Implement and monitor actions detailed in the plan in a cost-efficient manner and according to schedule and contingencies. | |||
| Produce reports in accordance with enterprise policy. | |||
| Share information on marketing activities with operational staff to maintain awareness of current enterprise focus. | |||
| Evaluate marketing activities using agreed methods and benchmarks. | |||
| Make adjustments in accordance with evaluation. | |||
| Communicate and implement agreed changes promptly. |
Forms
Assessment Cover Sheet
THHGLE12B - Develop and manage marketing strategies
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Result: Competent Not yet competent
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Assessment Record Sheet
THHGLE12B - Develop and manage marketing strategies
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Assessment task 1: [title] Result: Competent Not yet competent
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Feedback to student:
Overall assessment result: Competent Not yet competent
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