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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Collect and analyse information on the internal business environment.
   • Confirm core activities, customer base, business values and current business direction.
   • Identify and analyse information on current and past marketing and its effectiveness.
   • Review business performance information to identify strengths, weaknesses and critical success factors.
   • Identify and record current capabilities and resources, including the need for specialist assistance.
   • Record and report information according to organisational requirements.
2. Collect and analyse information on the external business environment.
   • Identify and analyse information on expected market growth or decline, and associated risk factors.
   • Record and analyse projected changes in the labour force, population and economic activity.
   • Gather and analyse comparative market information.
   • Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.
   • Identify and analyse legal, ethical and sustainability requirements and potential business impacts.
   • Record and report information according to organisational requirements.
3. Develop marketing strategies.
   • Identify and analyse opportunities based on internal and external market analysis.
   • Explore new and innovative marketing approaches.
   • Develop marketing strategies that are consistent with direction and values of the organisation.
   • Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.
4. Prepare marketing plan.
   • Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.
   • Provide timely opportunities for colleagues to contribute to marketing plan.
   • Submit marketing plan for approval according to organisational policy.
5. Implement and monitor marketing activities.
   • Implement and monitor activities detailed in plan according to schedule and contingencies.
   • Produce marketing reports according to organisational policy.
   • Share information on marketing activities with operational staff to maintain awareness of current organisational focus.
6. Conduct ongoing evaluation.
   • Evaluate marketing activities using agreed methods and benchmarks.
   • Make adjustments according to evaluation.
   • Communicate and implement agreed changes.

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:

develop a marketing strategy and plan for a product or service, including:

identifying current and relevant marketing issues

detailed, realistic implementation and monitoring program specific to the product or service

details of marketing techniques and distribution networks specific to the product or service

opportunities presented by new technologies

research and critically analyse internal and external business environments relevant to the above product or service

evaluate and report on the above marketing strategy and plan against the following criteria:

consistency with overall marketing direction

exposure achieved

penetration of target market

cost-effectiveness of financial and human resources

completion of strategy within established timeframe

recommendations for strategic responses based on evaluation.

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Knowledge Evidence

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

data collection tools and research methodologies of particular relevance to marketing

marketing planning techniques and formats and key features of a marketing plan

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

internal capabilities and resource considerations:

communication capabilities

e-business capacity

equipment capacity

financial resources

hours of operation

human resources

location and position

staff skill levels

comparative market information relevant to marketing strategies:

benchmarking

best practice information

competitor information

industry marketing and distribution networks in the relevant context

new and innovative marketing strategies in the relevant industry context, and in particular current and emerging marketing technologies and the opportunities they present

legal issues that impact on marketing activities:

Australian consumer law

copyright and intellectual property considerations

the Privacy Act 1988

specific issues arising from use of new technologies

ethical considerations for marketing:

appropriate use of images and text

codes of practice

protection of children

targeting of particular groups in the community

sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:

cultural and social sustainability

economic sustainability of marketing initiatives

resource conservation and waste minimisation.

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