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Elements and Performance Criteria

1. Plan and organise marketing activities.
   • Plan marketing activities according to marketing plan or other organisational systems.
   • Identify, analyse and incorporate relevant market information and legal, ethical and sustainability requirements into short-term planning.
   • Confirm target markets and marketing medium.
   • Evaluate potential and suitability of marketing opportunities that arise.
   • Proactively seek and evaluate innovative marketing opportunities, including use of new technologies and media.
   • Develop and implement action plans to address operational details.
2. Undertake a general public relations role.
   • Establish and conduct positive relationships with industry and media colleagues.
   • Use networks to support marketing activities.
   • Develop public relations resources as required, including media releases and industry or media support materials.
3. Review and report on marketing activities.
   • Review activities according to agreed evaluation methods and incorporate results into future planning.
   • Prepare reports according to organisational policy and required timeframes.
   • Present current and clear market intelligence to inform sales and marketing planning.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

plan and coordinate at least two different marketing activities for an operation, product or service

use industry networks, information sources, and distribution and marketing networks when planning and coordinating the above activities

reflect types of marketing activities used in the relevant industry sector and major industry promotional events in the above activities

apply marketing principles to each marketing activity

evaluate and report on each of the above marketing activities against the following criteria:

consistency with overall marketing direction

exposure that was achieved

matching attendees to target market

cost-effectiveness of financial and human resources

completion within established timeframe.

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Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

content and structure of marketing plans

key marketing principles:

marketing management process

the four Ps: product, place, price and promotion

SWOT analysis: strengths, weaknesses, opportunities and threats

industry structure and interrelationships, industry networks and information sources

industry and market knowledge appropriate to the sector and organisation:

distribution and marketing networks, especially those that support the product or service being promoted

e-business marketing options and major promotional events

commission structures

current customer and market trends and preferences

features, benefits and practical application of marketing activities commonly used in the service industries:

advertising

familiarisations

in-house promotions

public relations

social media

trade and consumer shows

signage and display

information inputs into the planning process:

competitive activity

financial statistics

marketing reports

marketplace trends

sales reports

considerations in evaluating the suitability of marketing activities:

consistency with overall marketing direction

exposure to be achieved

matching of attendees to target markets

resource considerations:

financial

human

timing of activity or event

operational details relevant to the coordination of marketing activities:

administrative and procedural requirements

availability of promotional materials

available technology

contracting of other services

equipment requirements

need for external assistance

potential for cooperative approaches

public relations implications

staffing requirements and briefings

strategies to ensure maximum benefits

travel arrangements

legal issues that impact on the marketing of products and services

ethical considerations for marketing activities:

appropriate use of images and text

protection of children

targeting of particular groups in the community

sustainability considerations for marketing activities:

reducing waste of printed materials

sustainability as a marketing tool.

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