Required skills

communication skills to establish and conduct positive business relationships

critical thinking skills to evaluate the potential of different marketing activities

initiative and enterprise skills to proactively identify and respond to new opportunities

literacy skills to

interpret market trend information and marketing plans

develop detailed action plans for marketing activities

prepare media releases and marketing reports

numeracy skills to work within marketing budgets

planning and organising skills to coordinate diverse and unpredictable operational details

problemsolving skills to proactively identify and respond to potentially complex implementation challenges

selfmanagement skills to take responsibility for the quality and outcomes of marketing activities

technology skills to work with current web based marketing technologies

Required knowledge

content and structure of marketing plans

key marketing principles including the marketing management process and the four Ps product place price and promotion

industry structure and interrelationships industry networks and information sources

industry and market knowledge appropriate to the sector and organisation including

distribution and marketing networks especially those that support the product or service being promoted including ebusiness options and major promotional events

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

advertising

familiarisations

inhouse promotions

inhouse promotions

public relations

social media

trade and consumer shows

signage and display

legal issues that impact on the marketing of products and services including consumer protection provisions

ethical considerations for marketing activities including

appropriate use of images and text

protection of children

targeting of particular groups in the community

sustainability considerations for marketing activities including

reducing waste of printed materials

sustainability as a marketing tool

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

Overview of assessment

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

Evidence of the ability to

plan and coordinate multiple and different marketing activities for an operation product or service

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

integrate knowledge of the types of marketing activities used in the relevant industry sector and major industry promotional events

demonstrate knowledge of marketing principles and their application to practical workplace activities

Context of and specific resources for assessment

Assessment must ensure use of

real or simulated products or services for which the individual can conduct marketing activities

current information and communications technology used by industry for marketing activities

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

Method 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 marketing activities planned and conducted by the individual including reports on lessons to be learned for future activities

evaluation of critiques prepared by the individual about industry marketing activities

use of case studies to assess the application of marketing knowledge to different industry situations

written or oral questioning to assess knowledge of 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 individual

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

Guidance information for assessment

The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector workplace and job role for example

SITXMPR Plan and implement sales activities

Marketing activities may include:

Information to be incorporated into the planning process may include:

Legal, ethical and sustainability issuesmay relate to:

Potential and suitabilityof promotional activities may relate to:

Operational details may include: