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Elements and Performance Criteria

1. Plan and organise marketing and promotional activities
   • Plan and schedule activities in accordance with the marketing plan or other organisational systems
   • Identify, analyse and incorporate relevant market information into short term planning
   • Develop and implement detailed action plans for promotional activities at the appropriate time to address all operational details
2. Undertake a general public relations role
   • Establish and conduct relationships with industry and media colleagues in a manner that enhances the positive image of the organisation
   • Use networks to assist in the implementation of promotional activities
   • Develop promotional resources in appropriate formats where required, ensuring accessibility for customer colleagues with special needs
3. Review and report on promotional activities
   • Prepare reports in accordance with the organisation's marketing policy and required timeframes
   • Present market intelligence in a manner which provides clear and concise information to those responsible for sales and marketing planning
   • Make informal reports to relevant colleagues to maximise opportunity to meet team targets
   • Review all activities in accordance with agreed evaluation methods, and incorporate results into future planning
   • Agree to evaluation processes through consultation and negotiation

Required Skills

Not applicable

Evidence Required

Underpinning skills and knowledge

Assessment must include evidence of the following knowledge and skills

key marketing principles

indepth knowledge of organisations productsservices

industry and market knowledge including customer trends and preferences and industry marketing and sales networks including ebusiness options

knowledge of sales and marketing principles and ability to interpret a marketing plan

general knowledge of a range of promotional activities and accessibility issues that need to be considered eg layout of materials to assist the visuallyimpaired

legal issues that impact on the planning and organisation of marketing activities

planning and organisational skills in relation to marketing activities

report writing skills for the development of marketing reports

Linkages to other units

This unit has linkages to a range of other units and combined assessment and or training with those units may be appropriate for example

CUEMARB Undertake market research

CUEMAR02B - Undertake market research.

Critical aspects of evidence

The following evidence is critical to the judgement of competence in this unit

coordinating and organising a number of marketing or promotional activities

logical and thorough activity planning including development of supporting organisational systems

knowledge of marketing principles and their application to practical workplace contexts

Method and context of assessment

The assessment context must provide for

practical demonstration of skills through the planning and organisation of marketing activities for a specific projectevent

interaction with others to reflect the consultative aspects of the unit

assessment conducted over a period of time so that all aspects of the unit can be assessed eg the planning and conduct of activities

Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge and might include

evaluation of marketing activities planned and conducted by the candidate

evaluation of marketing reports prepared by the candidate detailing the way in which an activity was planned and conducted

case studies to assess ability to apply methodologies to different situations

oral or written questioning to assess knowledge of marketing principles

review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

Assessment methods should closely reflect workplace demands and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Resource requirements

Assessment of this unit requires access to

resources for the conduct of marketing activities

Key competencies in this unit

Key competencies are built in to all workplace competencies The following table describes those applicable to this unit Trainers and assessors should ensure that they are addressed in training and assessment

Level Perform

Level Administer and Manage

Level Design and Evaluate

Collecting analysing and organising ideas and information

Assessing the nature of the target audience for a particular activity

Communicating ideas and information

Creating a briefing document for colleagues on a specific marketing activity

Planning and organising activities

Organising a promotional event

Working with others and in teams

Liaising with cooperative partners

Solving problems

Developing a solution to address a situation where poor planning has created scheduling problems

Using mathematical ideas and techniques

Calculating costs of a particular activity

Using technology

Using Excel to produce sales results charts for a presentation

Underpinning skills and knowledge

Assessment must include evidence of the following knowledge and skills

key marketing principles

indepth knowledge of organisations productsservices

industry and market knowledge including customer trends and preferences and industry marketing and sales networks including ebusiness options

knowledge of sales and marketing principles and ability to interpret a marketing plan

general knowledge of a range of promotional activities and accessibility issues that need to be considered eg layout of materials to assist the visuallyimpaired

legal issues that impact on the planning and organisation of marketing activities

planning and organisational skills in relation to marketing activities

report writing skills for the development of marketing reports

Linkages to other units

This unit has linkages to a range of other units and combined assessment and or training with those units may be appropriate for example

CUEMARB Undertake market research

CUEMAR02B - Undertake market research.

Critical aspects of evidence

The following evidence is critical to the judgement of competence in this unit

coordinating and organising a number of marketing or promotional activities

logical and thorough activity planning including development of supporting organisational systems

knowledge of marketing principles and their application to practical workplace contexts

Method and context of assessment

The assessment context must provide for

practical demonstration of skills through the planning and organisation of marketing activities for a specific projectevent

interaction with others to reflect the consultative aspects of the unit

assessment conducted over a period of time so that all aspects of the unit can be assessed eg the planning and conduct of activities

Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge and might include

evaluation of marketing activities planned and conducted by the candidate

evaluation of marketing reports prepared by the candidate detailing the way in which an activity was planned and conducted

case studies to assess ability to apply methodologies to different situations

oral or written questioning to assess knowledge of marketing principles

review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

Assessment methods should closely reflect workplace demands and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Resource requirements

Assessment of this unit requires access to

resources for the conduct of marketing activities

Key competencies in this unit

Key competencies are built in to all workplace competencies The following table describes those applicable to this unit Trainers and assessors should ensure that they are addressed in training and assessment

Level Perform

Level Administer and Manage

Level Design and Evaluate

Collecting analysing and organising ideas and information

Assessing the nature of the target audience for a particular activity

Communicating ideas and information

Creating a briefing document for colleagues on a specific marketing activity

Planning and organising activities

Organising a promotional event

Working with others and in teams

Liaising with cooperative partners

Solving problems

Developing a solution to address a situation where poor planning has created scheduling problems

Using mathematical ideas and techniques

Calculating costs of a particular activity

Using technology

Using Excel to produce sales results charts for a presentation

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Range Statement

The following explanations identify how this unit may be applied in different workplaces, sectors and circumstances.

Marketing and promotional activities may include:

promotional events

display and signage initiatives

market research

advertising

industry and public relations activities

familiarisations

Web-based activities

limited product development.

Issues to be considered when creating detailed plans for marketing activities may include:

objectives and nature of the activity

budget availability

public relations implications

staffing requirements

availability of promotional materials

equipment requirements

contracting of other services

travel arrangements

strategies to ensure maximum benefit

possible co-operative approaches

administrative and procedural requirements

potential e-business opportunities

maximising access for those with special needs.

The following explanations identify how this unit may be applied in different workplaces, sectors and circumstances.

Marketing and promotional activities may include:

promotional events

display and signage initiatives

market research

advertising

industry and public relations activities

familiarisations

Web-based activities

limited product development.

Issues to be considered when creating detailed plans for marketing activities may include:

objectives and nature of the activity

budget availability

public relations implications

staffing requirements

availability of promotional materials

equipment requirements

contracting of other services

travel arrangements

strategies to ensure maximum benefit

possible co-operative approaches

administrative and procedural requirements

potential e-business opportunities

maximising access for those with special needs.

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