The unit applies to people with no previous experience in marketing. It could be undertaken as part of a broader role of a person in a small enterprise, or as part of a marketing plan for a larger enterprise.

ELEMENT

PERFORMANCE CRITERIA

1. Research marketing information

1.1. Research the concept of marketing as it applies to the organisation

1.2. Identify and analyse organisation's marketing plan and relevant policies and procedures

1.3. Identify need for marketing activities from the established marketing plan

1.4. Investigate previous marketing activities for relevant information

1.5. Identify profile of the market segment

1.6. Identify positioning and market mix for each target segment

1.7. Identify outcomes expected from marketing activities

2. Plan marketing activities

2.1. Undertake analysis of collected basic marketing information

2.2. Develop and document work activity plans for marketing activities

2.3. Obtain approval of plans from relevant enterprise personnel

3. Implement marketing activities

3.1. Determine and access resources required for work activities

3.2. Undertake marketing activities within job role

3.3. Assist with assigning responsibilities and functions to relevant personnel performing specific marketing functions

3.4. Monitor marketing activities, and review and amend activity plan as required

4. Review marketing activities

4.1. Measure and record outcomes of marketing activities

4.2. Review marketing activities against expected outcomes and record identified improvements

4.3. Prepare reports of marketing activities and communicate to relevant enterprise personnel

Required skills

learning skills to:

select and use appropriate research methods

review and learn from marketing activities to contribute to the organisation's marketing operations

literacy skills to:

prepare general information and papers for a target audience

read a variety of texts

write formal and informal letters

planning and organising skills to develop implementation schedules

problem-solving skills to address issues that may affect plans and their implementation

research skills to:

research the concept of marketing

identify profile of marketing segment

Required knowledge

basic foundations of marketing practices:

concept of marketing

marketing planning process

marketing mix

segmentation

targeting and positioning

key provisions of relevant legislation and industry-specific regulations that may affect aspects of marketing, such as:

anti-discrimination legislation

codes of practice

competition legislation

consumer legislation

environmental issues

ethical principles

OHS legislation

privacy legislation

trade practices legislation

organisational policies and procedures relating to marketing

specific product knowledge related to products and services being marketed

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:

research into the foundations of marketing practice and how they apply to an organisation

planning and implementing marketing activities

reviewing the effectiveness of the marketing plan

recording the activities and processes worked with.

Context of and specific resources for assessment

Assessment must ensure:

access to a workplace or simulated work environment

access to office equipment and resources

examples of products or services to be marketed

examples of marketing plans, policies and procedures.

Method of assessment

The following assessment methods 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 work activity plans for marketing activities

analysis of responses to case studies and scenarios

observation of presentations

oral or written questioning to assess knowledge of marketing techniques and strategies

analysis of documentation outlining the outcomes of marketing activities

review of marketing activity reports.

Guidance information for assessment

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

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.

Need may be determined by:

analysis of sales figures and other performance data

analysis of client information

direction from relevant enterprise personnel

development of new products and services.

Marketing activities may include:

attendance at trade shows, conferences and other events

basic advertising

development and distribution of general promotional and informational materials

development and distribution of samples, case studies, testimonials and other evidence of enterprise activity

development of displays and signs

development of media releases, articles and media background information

information sessions for clients, suppliers and stakeholders

online information

telephone promotions.

Outcomes may include:

projections for:

potential client enquiries

detailed potential client follow-up

sales and service levels.

Analysis may include:

market definition, statistics and basic research

basic market segmentation

target audience profiles.

Work activity plans may include:

activity monitoring and evaluation plans

detailed implementation plans covering the how, what and when of activities

financial plans

human resource plans

plans for other required resources

time plans.

Relevant enterprise personnel may include:

coordinators

owners

managers

section leaders

supervisors

team leaders.

Resources may include:

finance

human resources

resource contributions from suppliers and partners.

Relevant personnel may include:

administrators

copywriters

desktop publishers

external consultants

graphic artists and designers

marketing specialists

printers and sign-writers.

Unit sector

Business development - marketing

This unit contains employability skills.