Elements and Performance Criteria
- Analyse internal environment.
- Review existing organisational marketing strategy and current organisational direction and objectives.
- Identify and analyse information on current and past marketing strategies and their outcomes.
- Consult with stakeholders on current and future marketing direction of the organisation and seek their input.
- Analyse the external environment.
- Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction.
- Identify and analyse information on expected market growth or decline, and associated risk factors.
- Identify and analyse legal, ethical and sustainability requirements and potential business impacts.
- Develop marketing strategy and plan.
- Identify and analyse marketing opportunities based on internal and external analysis.
- Develop marketing strategies that are consistent with direction and objectives of the organisation.
- Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.
- Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets.
- Communicate marketing strategy and plans to relevant personnel and seek required approval.
- Implement marketing plan.
- Review marketing plan.