ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Manage marketing performance

1.1 Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation

1.2 Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives

1.3 Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements

1.4 Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met

2. Manage marketing personnel

2.1 Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel

2.2 Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort

2.3 Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives

2.4 Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard

2.5 Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes

3. Evaluate and improve strategic marketing performance

3.1 Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required

3.2 Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance

3.3 Analyse overperformance against targets for trends and set new targets

3.4 Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives

3.5 Document review of marketing performance against key performance indicators in accordance with organisational requirements

Skill

Performance Criteria

Description

Learning

2.4

Actively reinforces own knowledge and skills by mentoring and coaching others

Reading

1.2-1.4, 3.1-3.5

Accesses information from a range of sources and accurately interprets and analyses data relevant to marketing process

Writing

2.1-2.5, 3.4, 3.5

Prepares detailed documentation using appropriate terminology and format to convey clear messages to team members and relevant stakeholders

Oral Communication

2.1, 2.2, 2.4

Participates in verbal exchanges using appropriate vocabulary and non-verbal features to articulate information

Uses active listening and questioning to confirm understanding

Numeracy

1.3, 1.4, 3.3

Analyses and evaluates complex numeric information relating to budgets, targets and trend data

Navigate the world of work

1.2, 1.3, 2.3, 3.1, 3.4, 3.5

Monitors adherence to organisational policies and objectives

Considers own role for its contribution to broader goals of work environment

Interact with others

2.1-2.4

Collaborates with others to achieve joint outcomes, playing an active role in facilitating effective group interaction

Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how

Get the work done

1.1-1.4, 2.5, 3.1, 3.2, 3.4

Develops plans to manage relatively complex, non-routine tasks with an awareness of how they contribute to longer term operational and strategic goals

Makes a range of critical and non-critical decision in relatively complex situations, taking a range of constraints into account

Recognises and addresses some unfamiliar problems of increasing complexity within own scope

Supports new ideas on the basis of their contribution to achievement of broader goals