This unit applies to individuals with a broad knowledge of the promotion of products and services specific to an organisation. They may have responsibility to provide guidance or to delegate aspects of these tasks to others.

ELEMENT

PERFORMANCE CRITERIA

1. Plan promotional activities

1.1. Identify and assess promotional activities to ensure compatibility with organisational requirements

1.2. Plan and schedule promotional activities according to the marketing needs of the organisation

1.3. Determine overall promotional objectives in consultation with designated individuals and groups

1.4. Ensure that time lines and costs for promotion of activities are realistic and consistent with budget resources

1.5. Develop action plans to provide details of products and services being promoted

2. Coordinate promotional activities

2.1. Ensure personnel and resources to support promotional activities are identified and prepared to facilitate the achievement of promotional goals

2.2. Identify and agree roles and responsibilities for delivery of promotional services and allocate to relevant personnel

2.3. Establish and conduct relationships with targeted groups in a manner which enhances the positive image of the organisation

2.4. Use networks to assist in the implementation of promotional activities

3. Review and report on promotional activities

3.1. Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services

3.2. Assess effectiveness of planning processes to identify possible improvements in future activities

3.3. Collect feedback and provide to personnel and agencies involved in promotional activity

3.4. Analyse costs and time lines to evaluate the benefits accruing from the promotional activities

3.5. Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of promotional activities

Required skills

literacy skills to read a variety of texts; to prepare general information and papers; and to write formal and informal letters according to target audience

technology skills to select and use technology appropriate to a task

problem-solving skills to manage contingencies in promotional activities

numeracy skills to analyse data and to compare time lines and promotional costs against budgets.

Required knowledge

key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as:

anti-discrimination legislation

ethical principles

codes of practice

privacy laws

environmental issues

occupational health and safety (OHS)

planning processes for organising promotional activities

organisational marketing plan and associated budgets.

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:

designing and delivering promotional presentations

evaluating promotional impacts

presenting and advocating promotional strategies within the organisation

assessing and reporting on customer satisfaction

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to office equipment and resources

examples of products/services and promotional strategies.

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:

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

review of action plans developed for products and services being promoted

analysis of responses to case studies and scenarios

demonstration of techniques

observation of presentations

assessment of written reports.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing, sales or public relations units.

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.

Promotional activities may include:

advertisements

client functions

employee functions

media announcements

product launches

web pages

Organisational requirements may include:

access and equity principles and practices

confidentiality and security requirements

defined resource parameters

ethical standards

filing and documentation storage processes

goals, objectives, plans, systems and processes

legal and organisational policies, guidelines and requirements

OHS policies, procedures and programs

payment and delivery options

pricing and discount policies

quality and continuous improvement processes and standards

quality assurance and/or procedures manuals

replacement and refund policy and procedures

who is responsible for products or services

Designated individuals and groups may include:

colleagues

committees

customers

external organisations

line management

supervisor

Personnel and resources may include:

management

marketing funds

organisational personnel

promotional products

samples

technology

time

venue

Roles and responsibilities may include:

Code of Conduct

job description and employment arrangements

marketing plans

organisation's policy relevant to work role

skills, training and competencies

supervision and accountability requirements including OHS

team structures

Networks may include:

company

customer

internal

media and promotional

professional

social

Feedback may include:

customer/client response

employee data

sales orders

market share data

focus groups

Unit sector

Business Development - Marketing

This unit contains employability skills.