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Elements and Performance Criteria

  1. Identify strategic direction
  2. Review marketing performance
  3. Scope marketing opportunities
  4. Formulate marketing objectives

Required Skills

Required skills

communication skills to question clarify and report

information management skills to extract relevant details when conducting strategic analysis

literacy skills to write in a range of styles for different audiences and to interpret legal requirements and strategic organisational documents

numeracy skills to analyse marketing performance data

Required knowledge

financial management techniques

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

Australian Direct Marketing Association ADMA Direct Marketing Code 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

antidiscrimination legislation and principles of equal opportunity equity and diversity

privacy laws

sweepstakes regulations

Trade Practices Act

organisational structure policies procedures products or services and overall strategic plans

principles and concepts of marketing and evaluation methodologies

strategic operational and tactical analysis techniques

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

developing marketing objectives for an organisationincluding

undertaking strategic analysis reviewing current marketing performance

formulating short and long term marketing objectives

developing a marketing risk management strategy

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

access to examples of previous strategic and marketing strategic analyses and 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 strategic analysis conducted and formulated objectives

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 and objectives

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

BSBMKGA Develop a marketing plan

BSBMKG609A Develop a marketing plan

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.

Strategic organisational documents may include:

annual reports

codes of practice

company policy

customer service charter

security and privacy policies

strategic marketing plans

strategic plans

Situational analysis may include:

collaborators analysis

competitive analysis

environmental analysis

market analysis

market measurements

productivity or profitability analysis

Legal and ethical requirements may include:

codes of practice

cultural expectations and influences

environmental issues

ethical principles

health and safety of workplace personnel

legislation

policies and guidelines

regulations

security and privacy issues

social responsibilities

societal expectations

Evaluating marketing performance may include:

comparative analysis

competitive analysis

life cycle models

product portfolio analysis

strengths, weaknesses, opportunities, threats (SWOT) analysis

value chain analysis

Key internal stakeholders may include:

Board of directors

finance staff

human resources staff

IT staff

managers

marketing personnel

owners

production staff

supervisors