Elements and Performance Criteria
- Develop marketing strategies
- Analyse the business and its key products or services to determine focus of marketing activities, in accordance with objectives of the business plan
- Evaluate customer base and target market for the small business as a basis for marketing objectives and strategies
- Conduct a competitor analysis to inform development of marketing strategies
- Determine marketing objectives in consultation with relevant people and in accordance with the business plan
- Ensure strategies are ethically and culturally appropriate and aligned with customer and industry expectations
- Determine a marketing mix for the business
- Assess product mix, volumes and pricing opportunities to determine marketing focus and optimise profit
- Evaluate costs and benefits of using different distribution channels or providing different levels of customer service, and consider results in determining marketing mix
- Determine marketing and promotional activities including the role of digital engagement to suit target market
- Consider the customer journey and conversations in determining marketing mix
- Implement marketing strategies
- Brief those involved in the marketing effort on their roles and responsibilities, to ensure success of marketing strategies
- Plan and implement marketing activities, in accordance with marketing objectives and budgetary requirements
- Consider digital devices, platforms and technologies for effectiveness in implementing marketing activities
- Monitor and improve marketing performance
- Monitor marketing activities and evaluate business performance according to objectives and targets of the business plan
- Analyse performance gaps and take corrective action or set new targets
- Encourage all relevant people to propose ways to improve marketing performance
- Seek and analyse customer reaction to all aspects of the marketing mix, using culturally appropriate processes, to improve targeting and outcomes
- Conduct ongoing research of customer requirements and expectations in both on-line and off-line environments to identify opportunities for change and improvement
- Identify and respond to opportunities to aid business development through new technologies and different ways of marketing