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Elements and Performance Criteria

  1. Scope marketing options and opportunities
  2. Prepare a marketing strategy
  3. Monitor and review implementation of marketing plan
  4. Scope marketing options and opportunities
  5. Prepare a marketing strategy
  6. Monitor and review implementation of marketing plan

Required Skills

This describes the essential skills and knowledge and their level required for this unit

Required Skills

researching marketing alternatives

analysing options

documenting strategies

problem solving

communicating including questioning clarifying and reporting

Required Knowledge

marketing principles and methods

promotional strategies

industry data and trends

council policy relating to marketing and promotion

council business structure and services

council objectives

data collection and analysis techniques

councils marketing plan

Evidence Required

Overview of assessment requirements

A person who demonstrates competency in this unit will be able to perform the outcomes described in the Elements to the required performance level detailed in the Performance Criteria The knowledge and skill requirements described in the Range Statement must also be demonstrated For example knowledge of the legislative framework and safe work practices that underpin the performance of the unit are also required to be demonstrated

Critical aspects of evidence to be considered

The demonstrated ability to

research and evaluate marketing options and opportunities and determine those options that best meet council objectives

develop a marketing strategy that reflects business objectives and is in line with council or departmental strategies

monitor and review the implementation of the marketing plan to inform future planning

Context of assessment

Competency is demonstrated by performance of all stated criteria with particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope of the Range Statement

Assessment must take account of the endorsed Assessment Guidelines in the Local Government Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies for the particular AQF level Refer to the key competency levels at the end of this unit

Relationship to other unitsprerequisite or corequisite units

To enable holistic assessment this unit may be assessed with other units that form part of the job role

Method of assessment

The following assessment methods are suggested

observation of the learner performing a range of workplace tasks over sufficient time to demonstrate handling of a range of contingencies

written andor oral questioning to assess knowledge and understanding

completion of workplace documentation

thirdparty reports from experienced practitioners

completion of selfpaced learning materials including personal reflection and feedback from trainer coach or supervisor

Evidence required for demonstration of consistent performance

Evidence should be collected over a set period of time that is sufficient to include dealings with an appropriate range and variety of situations

Resource implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace


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 in the Performance Criteria is detailed below.

Marketing options and opportunities may include:

increase participation

increase return on investment

create or present an image

Key stakeholders may include:

clients

community groups

colleagues and staff

management

councillors

marketing specialists

marketing personnel

other departments

subcontractors

strategic business partners

External factors may include:

legislation

regulations

codes of practice

policies and guidelines

Marketing strategies may include:

service design

presentation and display of services

promotion and advertising

new services

distribution achieving lower costs of services

Marketing performance targets may include:

level of memberships

number of participants

level of awareness

degree of competition

sales volumes

community endorsement and support