Required skills

communication skills to lead consultation with stakeholders and colleagues

critical thinking skills to analyse complex information about internal and external business environments from varied sources

initiative and enterprise skills to proactively identify creative marketing opportunities

literacy skills to

research complex and potentially unfamiliar business and marketing information

write complex plans and reports

numeracy skills to develop marketing resource strategies and scenarios

planning and organising skills to coordinate complex planning and implementation processes

problemsolving skills to evaluate marketing activities and challenges and develop strategic responses

technology skills to evaluate the potential of current and emerging marketing technologies

Required knowledge

data collection tools and research methodologies of particular relevance to marketing

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

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

industry marketing and distribution networks in the relevant context

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

legal issues that impact on marketing activities including

Australian Consumer Law and consumer protection

copyright

privacy

specific issues arising from use of new technologies

ethical considerations for marketing including

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 including those related to

cultural and social sustainability

economic sustainability of marketing initiatives

resource conservation and waste minimisation

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

research and critically analyse internal and external business environments

develop a marketing strategy and plan for a product or service that identifies current and relevant marketing issues and includes a detailed realistic implementation program

integrate knowledge of marketing strategies techniques and distribution networks for the product or service including opportunities presented by new technologies

demonstrate knowledge of implementation and monitoring issues specific to the product or service

Context of and specific resources for assessment

Assessment must ensure use of

a real or simulated product or service for which market planning can be undertaken

current information and communications technology to support the research and planning process

a group of stakeholders who contribute to the planning process

customers to whom products and services are marketed

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 the marketing aspects of a project conducted by the individual

evaluation of marketing plans prepared by the individual

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

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

SITTPPD Research and analyse tourism data

Sources of information may include:

Capabilities and resources may include:

Comparative market information may include:

Trends and developments may be:

Legal, ethical and sustainability issuesmay relate to: