Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

LGAGOVA502B Mapping and Delivery Guide
Develop a marketing strategy

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency LGAGOVA502B - Develop a marketing strategy
Description This unit covers developing, monitoring and reviewing marketing strategies in line with council's business plans and goals. The unit is appropriate for the marketing professional responsible for developing and implementing the marketing strategy in the organisation.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit supports the attainment of skills and knowledge required for competent workplace performance in councils of all sizes. Knowledge of the legislation and regulations within which councils must operate is essential. The unique nature of councils, as a tier of government directed by elected members and reflecting the needs of local communities, must be appropriately reflected.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites Not applicable.
Competency Field
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
Elements of Competency Performance Criteria              
Element: Scope marketing options and opportunities
  • Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.
  • Alternative marketing options and opportunities are researched.
  • Key stakeholders are consulted where appropriate.
  • Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.
  • An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.
  • Options are analysed in terms of their likely fit with council goals and objectives.
       
Element: Prepare a marketing strategy
  • Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.
  • Target markets are profiled and readily identifiable.
  • Marketing strategy is endorsed in line with council requirements.
  • Planned marketing activities are developed and scheduled within appropriate time frames.
  • Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.
       
Element: Monitor and review implementation of marketing plan
  • Valid and reliable data on marketing performance is collected in line with performance targets.
  • Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.
  • Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.
       
Element: Scope marketing options and opportunities
  • Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.
  • Alternative marketing options and opportunities are researched.
  • Key stakeholders are consulted where appropriate.
  • Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.
  • An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.
  • Options are analysed in terms of their likely fit with council goals and objectives.
       
Element: Prepare a marketing strategy
  • Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.
  • Target markets are profiled and readily identifiable.
  • Marketing strategy is endorsed in line with council requirements.
  • Planned marketing activities are developed and scheduled within appropriate time frames.
  • Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.
       
Element: Monitor and review implementation of marketing plan
  • Valid and reliable data on marketing performance is collected in line with performance targets.
  • Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.
  • Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.
       


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.

Overview of assessment requirements

A person who demonstrates competency in this unit will be able to perform the outcomes described in the Elements to the required performance level detailed in the Performance Criteria. The knowledge and skill requirements described in the Range Statement must also be demonstrated. For example, knowledge of the legislative framework and safe work practices that underpin the performance of the unit are also required to be demonstrated.

Critical aspects of evidence to be considered

The demonstrated ability to:

research and evaluate marketing options and opportunities and determine those options that best meet council objectives

develop a marketing strategy that reflects business objectives and is in line with council or departmental strategies

monitor and review the implementation of the marketing plan to inform future planning

Context of assessment

Competency is demonstrated by performance of all stated criteria, with particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope of the Range Statement.

Assessment must take account of the endorsed Assessment Guidelines in the Local Government Training Package.

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment.

Assessment should reinforce the integration of the key competencies for the particular AQF level. Refer to the key competency levels at the end of this unit.

Relationship to other units(prerequisite or co-requisite units)

To enable holistic assessment this unit may be assessed with other units that form part of the job role.

Method of assessment

The following assessment methods are suggested:

observation of the learner performing a range of workplace tasks over sufficient time to demonstrate handling of a range of contingencies

written and/or oral questioning to assess knowledge and understanding

completion of workplace documentation

third-party reports from experienced practitioners

completion of self-paced learning materials including personal reflection and feedback from trainer, coach or supervisor

Evidence required for demonstration of consistent performance

Evidence should be collected over a set period of time that is sufficient to include dealings with an appropriate range and variety of situations.

Resource implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace.

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.

This describes the essential skills and knowledge and their level, required for this unit

Required Skills

researching marketing alternatives

analysing options

documenting strategies

problem solving

communicating, including questioning, clarifying and reporting

Required Knowledge

marketing principles and methods

promotional strategies

industry data and trends

council policy relating to marketing and promotion

council business structure and services

council objectives

data collection and analysis techniques

council's marketing plan

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 in the Performance Criteria is detailed below.

Marketing options and opportunities may include:

increase participation

increase return on investment

create or present an image

Key stakeholders may include:

clients

community groups

colleagues and staff

management

councillors

marketing specialists

marketing personnel

other departments

subcontractors

strategic business partners

External factors may include:

legislation

regulations

codes of practice

policies and guidelines

Marketing strategies may include:

service design

presentation and display of services

promotion and advertising

new services

distribution achieving lower costs of services

Marketing performance targets may include:

level of memberships

number of participants

level of awareness

degree of competition

sales volumes

community endorsement and support

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
Council objectives and departmental business plans are clarified to establish the focus of the marketing effort. 
Alternative marketing options and opportunities are researched. 
Key stakeholders are consulted where appropriate. 
Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives. 
An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option. 
Options are analysed in terms of their likely fit with council goals and objectives. 
Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council. 
Target markets are profiled and readily identifiable. 
Marketing strategy is endorsed in line with council requirements. 
Planned marketing activities are developed and scheduled within appropriate time frames. 
Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity. 
Valid and reliable data on marketing performance is collected in line with performance targets. 
Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations. 
Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements. 
Council objectives and departmental business plans are clarified to establish the focus of the marketing effort. 
Alternative marketing options and opportunities are researched. 
Key stakeholders are consulted where appropriate. 
Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives. 
An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option. 
Options are analysed in terms of their likely fit with council goals and objectives. 
Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council. 
Target markets are profiled and readily identifiable. 
Marketing strategy is endorsed in line with council requirements. 
Planned marketing activities are developed and scheduled within appropriate time frames. 
Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity. 
Valid and reliable data on marketing performance is collected in line with performance targets. 
Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations. 
Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements. 

Forms

Assessment Cover Sheet

LGAGOVA502B - Develop a marketing strategy
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Assessment Record Sheet

LGAGOVA502B - Develop a marketing strategy

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Assessment task 1: [title] Result: Competent Not yet competent

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Overall assessment result: Competent Not yet competent

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