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Elements and Performance Criteria

  1. Implement marketing strategies and tactics
  2. Monitor marketing strategies and tactics
  3. Evaluate and improve marketing performance

Required Skills

Required skills

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

literacy skills to prepare complex reports on marketing performance

numeracy skills to analyse marketing performance revenue and cost

teamwork skills to manage a marketing team

Required knowledge

organisational strategic and marketing objectives plans and performance measures

principles of the marketing mix

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 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

privacy laws

Trade Practices Act

Evidence Required

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

successfully implementing marketing strategies identified in an organisations marketing plan

coordinating personnel involved in conducting marketing activities

monitoring evaluating and reporting on marketing activities against defined objectives

modifying marketing activities in line with new or emerging trends

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

access to organisational and marketing strategic 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 and scenarios

assessment of written reports on marketing performance

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

observation of team management activities

observation of presentations on marketing performance reports

oral or written questioning

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

other marketing units


Range Statement

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.

Stakeholders may include:

Board of directors

finance staff

human resources staff

IT staff

managers

marketing personnel

owners

production staff

supervisors

Marketing may include:

business-to-business marketing

direct marketing

ideas marketing

marketing of goods

public sector marketing

services marketing

telemarketing

Non-marketing personnel may include:

advertising personnel

managers

public relations personnel

sales manager

sales team

staff

supervisors

Resources may include:

financial

human

IT

physical

technical

Marketing mix may include:

distribution

level of service

pricing

product or service variables such as:

design

quality

range

safety features

technical features

promotion