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

research and analytical skills to analyse internal and external business environments

planning and organisational skills to implement the marketing plan

literacy skills to analyse a wide range of complex market and business information from varied sources

numeracy skills to develop marketing resource strategies and scenarios

The following knowledge must be assessed as part of this unit

data collection tools and research methodologies of particular relevance to marketing

marketing planning techniques and formats

internal and external issues that impact on market planning in a given industry context

indepth knowledge of industry marketing and distribution networks in the relevant context

legal issues that impact on marketing activities including Trade Practices and Fair Trading legislation

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

ability to develop a marketing strategy and plan for a specific tourism or hospitality product service or organisation that identify current and relevant industry organisation marketing issues and include a detailed realistic implementation program

knowledge and understanding of specific implementation and monitoring issues

project or work activities conducted over a period of time to allow the candidate to develop and implement a marketing strategy for a given product or service

development and implementation of a marketing strategy that targets and involves individuals or businesses with a genuine interest or potential in purchasing the product or service

Context of and specific resources for assessment

Assessment must ensure

involvement of stakeholders in the planning process

involvement of customers to whom products and services are marketed

Methods of assessment

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

evaluation of the marketing aspects of a project conducted by the candidate either alone or in conjunction with industry

evaluation of reports prepared by the candidate detailing marketing plans and results achieved

case studies to assess application of marketing planning to different industry situations and contexts

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

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

Sources of information may include:

Capabilities and resources may include:

Comparative market information may include:

Trends and developments may be:

Legal and ethical constraints may include: