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

The following skills must be assessed as part of this unit

sales techniques

planning and organisational skills that relate to the conduct of marketing activities

highlevel verbal communication skills to establish and conduct public relations activities

highlevel literacy skills to interpret market trend information develop detailed action plans for promotional activities prepare media releases and read and prepare marketing reports

The following knowledge must be assessed as part of this unit

indepth product knowledge sufficient to support typical industry marketing activities

overall content and structure of marketing plans

broad and working knowledge of key marketing principles

detailed knowledge of the industry including structure and interrelationships industry networks and information sources

industry and market knowledge appropriate to the sector and organisation including

indepth knowledge of distribution and marketing networks especially those that support the product or service being promoted including ebusiness options

current customer and market trends products and service style that would meet particular customer and market requirements and preferences

general knowledge of the types of promotional activities commonly used in the service industries including

trade and consumer shows

inhouse promotions

advertising

public relations

familiarisations

signage and display

general knowledge of major industry marketing and promotional events relevant to the industry sector

broad and working knowledge of legal liability and implications of consumer legislation and regulations on the promotion of products appropriate to the particular industry sector

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge the range statement and the Assessment Guidelines for this TrainingPackage

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

project or work activities that show the candidates ability to plan and coordinate multiple marketing activities for a specific business operation and to prepare marketing reports

logical and detailed activity planning supported by relevant action plans

knowledge of marketing principles and their application to practical workplace activities

detailed knowledge of the industry including structure and interrelationships industry networks information sources and distribution and marketing networks

knowledge of the types of promotional activities commonly used within the tourism and hospitality industry and specific major industry marketing and promotional events

project or work activities conducted over a commercially realistic period of time so that the planning analysis and reporting aspects of this unit can be assessed

Context of and specific resources for assessment

Assessment must ensure

that the candidate has accessed a fully equipped office environment using appropriate computers printers communication technology information programs and software to facilitate the processes involved in planning and implementing marketing activities

access to an operation for which products would be marketed or access to comprehensive and sufficient information about that operation to allow the candidate to fully plan for and implement marketing activities

use of marketing plans and operational marketing documents such as action plans and marketing reports

interaction with individuals or businesses with a genuine or potential interest in purchasing the product or service

Methods of assessment

A range of assessment methods should be used to assess the practical skills and knowledge required to coordinate marketing activities The following examples are appropriate for this unit

evaluation of marketing activities planned and conducted by the candidate

evaluation of marketing reports prepared by the candidate to detail the way in which an activity was planned and conducted and lessons to be learned for future activities

evaluation of marketing activities organised and implemented by the candidate in conjunction with or on behalf of industry operators

case studies to assess application of marketing principles to specific industry situations

written and oral questioning or interview to test knowledge such as marketing principles structure of the industry industry interrelationships distribution networks and legal compliance issues

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

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

SITXMGTA Develop and implement operational plans

SITXMGT002A Develop and implement operational plans

SITXMPRA Plan and implement sales activities

SITXMPR003A Plan and implement sales activities.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors How these skills are applied varies between occupations and qualifications due to the different work functions and contexts

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role

Marketing and promotional activities may include:

Information to be incorporated into the planning process may include:

Assessment of invitations to participate in activities may relate to:

Operational details to be considered may include: