Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to identify and interpret market information to write in a range of styles for different audiences and to document outcomes and requirements

numeracy skills to calculate and evaluate financial information on new marketing options

research and evaluation skills to gain information on and interpret market trends to identify marketing opportunities

Required knowledge

key provisions of relevant legislation from all forms of government codes of practice and national standards that may affect aspects of business operations such as

antidiscrimination legislation and the principles of equal opportunity equity and diversity

ethical principles

marketing codes of practice and conduct such as the Australian Direct Marketing Association ADMA Direct Marketing Code of Practice Free TV Australia Commercial Television Industry Code of Practice and the Australian Ecommerce Best Practice Model

privacy laws

Trade Practices Act

organisational marketing plan structure products and services

principles of marketing and the marketing mix

statistical methods and techniques to evaluate marketing opportunities including forecasting techniques

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 following is essential

identifying and evaluating marketing opportunities to determine whether they will meet organisational objectives

documenting how current business operations will need to be modified and what resources will be required to take advantage of newly identified and evaluated opportunities

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

access to organisational strategic and marketing plans

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

analysis of responses to case studies

assessment of written reports on identified marketing opportunities and evaluation activities

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

observation of presentations on opportunity identification evaluation and required resources to capitalise on new marketing opportunities

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members colleagues supervisors or managers

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

BSBMKGB Establish and adjust the marketing mix

BSBMKG502B Establish and adjust the marketing mix

international business units

other marketing units

Information on market and business needs may include:

Marketing may include:

New markets may include:

Contribution to the business may include:

Evaluation may include:

External factors may include:

Resource requirements may include:

Key stakeholders may include: