Google Links

Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Manage marketing performance
   • Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
   • Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives
   • Monitor product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organisational requirements
   • Use marketing metrics and monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met
2. Manage marketing personnel
   • Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel
   • Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
   • Develop communication strategy to ensure that personnel responsible for each element of the marketing mix work together to meet organisation's marketing objectives
   • Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and to use resources to the required standard
   • Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes
3. Evaluate and improve strategic marketing performance
   • Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required
   • Analyse successes and performance gaps in relation to cause and effect, and use this information to improve strategic performance
   • Analyse over-performance against targets for trends and set new targets
   • Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives
   • Document review of marketing performance against key performance indicators in accordance with organisational requirements

Required Skills

Required skills

communication skills to consult with marketing managers supervisors and workgroup members innovation and creativity skills to revise strategies so that marketing objectives are met and exceeded leadership and teamwork skills to effectively lead and manage marketing team members in an organisation literacy skills to identify strategic information and to write in a range of styles for different audiences numeracy skills to analyse data

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 principles of equal opportunity equity and diversity Australian Direct Marketing Association ADMA Direct MarketingCode of Practice Australian Ecommerce Best Practice Model Australian Government Policy Framework for Consumer Protection in Electronic Commerce confidentiality requirements copyright laws defamation laws Free TV Australia Commercial Television Industry Code of Practice privacy laws sweepstakes regulations Trade Practices Act economic social and industry directions trends and practices organisational structures roles responsibilities and policies industry product and service knowledge principles of marketing strategic analysis and strategic management statistical and data evaluation techniques to measure marketing performance

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 monitoring marketing performance across an organisation by comparing performance against key performance indicators in the marketing plan effectively communicating marketing objectives to relevant personnel in accordance with organisation requirements providing feedback mentoring and coaching to staff as appropriate taking action to capitalise on or minimise over or underperformance against marketing objectives
Context of and specific resources for assessment	Assessment must ensure access to office equipment and resources
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 activities and performance against key performance indicators direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate observation of presentations on marketing performance 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 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.
Marketing mix may include:	distribution level of service pricing promotion product or service variables such as: design quality range safety features technical features

---