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

SITXMPR502 Mapping and Delivery Guide
Develop and implement marketing strategies

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency SITXMPR502 - Develop and implement marketing strategies
Description This unit describes the performance outcomes, skills and knowledge required to analyse internal and external business environments and to develop and evaluate marketing strategies and plans for products and services.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to all industry sectors, and to individuals in senior marketing or management roles. This may include those whose primary role is marketing related, or those for whom marketing is a part of a broader job responsibility. Units and qualifications for marketing specialists are found in the BSB07 Business Services Training Package.Marketing strategies could be developed for a new or existing product or service, a small or medium-sized business organisation, a destination or a specific project, such as an event.
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: 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.
       
Element: Collect and analyse information on the external business environment.
  • Identify and analyse information on expected market growth or decline with 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 issues and potential business impacts.
  • Record and report information according to organisational requirements.
       
Element: 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.
  • Integrate legal, ethical and sustainability considerations.
  • Develop strategies in consultation with key stakeholders.
       
Element: 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.
       
Element: 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.
       
Element: Conduct ongoing evaluation.
  • Evaluate marketing activities using agreed methods and benchmarks.
  • Make adjustments according to evaluation.
  • Communicate and implement agreed changes.
       


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 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.

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:

SITTPPD503 Research and analyse tourism data.

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.

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

problem-solving 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 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.

Sources of information may include:

business advisory services

financial institutions

government agencies

industry associations

industry publications

Internet

official statistics

peers.

Capabilities and resources may include:

communication capabilities

ebusiness capacity

equipment capacity

financial resources

hours of operation

human resources

location and position

staff skill levels.

Comparative market information may include:

benchmarking

best practice information

competitor information.

Trends and developments may be:

demographic

ecological and environmental

economic

government activities

industrial

social and cultural

technological, including social media developments.

Legal, ethical and sustainability issuesmay relate to:

codes of practice

cultural expectations and influences

requirements of legislation and regulations

sustainability:

environmental

financial

social.

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
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. 
Identify and analyse information on expected market growth or decline with 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 issues and potential business impacts. 
Record and report information according to organisational requirements. 
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. 
Integrate legal, ethical and sustainability considerations. 
Develop strategies in consultation with key stakeholders. 
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. 
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. 
Evaluate marketing activities using agreed methods and benchmarks. 
Make adjustments according to evaluation. 
Communicate and implement agreed changes. 

Forms

Assessment Cover Sheet

SITXMPR502 - Develop and implement marketing strategies
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

SITXMPR502 - Develop and implement marketing strategies

Student name:

Student ID:

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

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: