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Elements and Performance Criteria

  1. Develop marketing strategies
  2. Determine a marketing mix for the business
  3. Implement marketing strategies
  4. Monitor and improve 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

developing a marketing strategy and choosing a marketing mix for the small business that are culturally appropriate and that complement the business plan

implementing and monitoring the marketing strategyplan to optimise the chances of small business success

knowledge of relevant marketing concepts and methods

Context of and specific resources for assessment

Assessment must ensure

access to relevant documentation

candidates individual circumstances and work in the context of running a small business are the basis for assessment

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

portfolio of evidence including marketing strategy and monitoring of marketing performance

oral or written questioning to assess knowledge of industry market trends

review of analysis of performance gaps and corrective action taken or new targets set

review of promotional activities implemented

Guidance information for assessment

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

BSBSMBA Undertake small business planning

BSBSMB404A Undertake small business planning.


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 objectives and strategies may include:

achieving lower costs of production and distribution than competitors

creating a very different product line or service so that the business becomes a class leader in the industry

distribution

pricing, presentation and display of products/services

product design and packaging

product range and mix

promotion and advertising

pursuing cost leadership and/or product differentiation within a specialist market segment

Relevant people may include:

accountant or other specialist services

family members, work team members, sub-contractors, community members

franchise agency

financial backers, clients

owner/operator, partners, directors, shareholders

regulatory bodies

trade or industry associations

Distribution channels may include:

dealer, re-seller, franchisee

distributor, delivery service, mail order, telesales

self-access, wholesale, retail

Levels of customer service may include:

after sales service

one-on-one personal service

sales assistance for problems/queries only

Marketing mix may include:

distribution

level of service

pricing

promotion

quality, range

safety features

technical features, design

Promotional activities may include:

advertising in national, suburban or local newspapers

advertising on radio or television

canvassing

development of networks and strategic alliances

display posters

exhibitions, in-store promotions

involvement in community projects

mail drops

professional/industry journals

sponsorship

staff development programs to enhance customer service orientation

website

word of mouth, referral, testimonials

Performance gaps may include:

over achievement of performance targets

under achievement of performance targets

Customer reaction may be determined through:

customer meetings, focus groups

identification of new business opportunities

informal discussion

sales to contact ratio

survey/other feedback mechanisms

trend analysis