- BSBMKG603B - Manage the marketing process
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners
BSBMKG603B Mapping and Delivery Guide
Manage the marketing process
Version 1.0
Issue Date: April 2024
| Qualification | - |
Unit of Competency | BSBMKG603B - Manage the marketing process |
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| Description | This unit describes the performance outcomes, skills and knowledge required to strategically manage the marketing process and marketing personnel within an organisation.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. | ||
| Employability Skills | This unit contains employability skills. | ||
| Learning Outcomes and Application | This unit applies to senior marketing professionals who are responsible for managing the overall marketing process of an organisation and for managing marketing personnel. Typically they would manage a portfolio of products or services across the organisation, rather than a single product or few products.This unit targets more senior personnel who have a wider scope of marketing activities for a greater number of products or services, than BSBMKG514A Implement and monitor marketing activities. | ||
| Duration and Setting | X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting. |
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| Prerequisites/co-requisites | |||
| Competency Field | Business Development - Marketing | ||
| Development and validation strategy and guide for assessors and learners | Student Learning Resources | Handouts Activities |
Slides PPT |
Assessment 1 | Assessment 2 | Assessment 3 | Assessment 4 | |
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| Elements of Competency | Performance Criteria | |||||||
| Element: Manage marketing performance |
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| Element: Manage marketing personnel |
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| Element: Evaluate and improve strategic marketing performance |
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Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
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 following is essential: monitoring marketing performance across an organisation by comparing performance against key performance indicators in the marketing plan effectively communicating marketing objectives to relevant personnel in accordance with organisation requirements providing feedback, mentoring and coaching to staff, as appropriate taking action to capitalise on or minimise over- or under-performance against marketing objectives. |
Context of and specific resources for assessment | Assessment must ensure: access to office equipment and resources. |
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: analysis of responses to case studies and scenarios assessment of written reports on marketing activities and performance against key performance indicators direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate observation of presentations on marketing performance oral or written questioning to assess knowledge and understanding review of authenticated documents from the workplace or training environment review of testimony from team members, colleagues, supervisors or managers. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: other marketing units. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
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Required skills |
communication skills to consult with marketing managers, supervisors, and workgroup members innovation and creativity skills to revise strategies so that marketing objectives are met and exceeded leadership and teamwork skills to effectively lead and manage marketing team members in an organisation literacy skills to identify strategic information and to write in a range of styles for different audiences numeracy skills to analyse data. |
Required knowledge |
key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as: anti-discrimination legislation and principles of equal opportunity, equity, and diversity Australian Direct Marketing Association (ADMA) Direct MarketingCode of Practice Australian E-commerce Best Practice Model Australian Government Policy Framework for Consumer Protection in Electronic Commerce confidentiality requirements copyright laws defamation laws Free TV Australia Commercial Television Industry Code of Practice privacy laws sweepstakes regulations Trade Practices Act economic, social and industry directions, trends and practices organisational structures, roles, responsibilities and policies industry product and service knowledge principles of marketing, strategic analysis and strategic management statistical and data evaluation techniques to measure marketing performance. |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Marketing mix may include: | distribution level of service pricing promotion product or service variables such as: design quality range safety features technical features |
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
| Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice | Yes | No | Comments/feedback |
|---|---|---|---|
| Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation | |||
| Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives | |||
| Monitor product, distribution, pricing and marketing communication policies in relation to market changes, marketing plan objectives and organisational requirements | |||
| Use marketing metrics and monitor overall marketing progress against performance targets to ensure activity, quality, cost, and time requirements are met | |||
| Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel | |||
| Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort | |||
| Develop communication strategy to ensure that personnel responsible for each element of the marketing mix work together to meet organisation's marketing objectives | |||
| Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and to use resources to the required standard | |||
| Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes | |||
| Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required | |||
| Analyse successes and performance gaps in relation to cause and effect, and use this information to improve strategic performance | |||
| Analyse over-performance against targets for trends and set new targets | |||
| Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives | |||
| Document review of marketing performance against key performance indicators in accordance with organisational requirements |
Forms
Assessment Cover Sheet
BSBMKG603B - Manage the marketing process
Assessment task 1: [title]
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Result: Competent Not yet competent
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Assessment Record Sheet
BSBMKG603B - Manage the marketing process
Student name:
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Assessment task 1: [title] Result: Competent Not yet competent
(add lines for each task)
Feedback to student:
Overall assessment result: Competent Not yet competent
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