This unit applies to senior marketing professionals who are responsible for managing the overall marketing process of an organisation and for managing marketing personnel. Typically they would manage a portfolio of products or services across the organisation, rather than a single product or few products.

This unit targets more senior personnel who have a wider scope of marketing activities for a greater number of products or services, than BSBMKG514A Implement and monitor marketing activities.

ELEMENT

PERFORMANCE CRITERIA

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 in relation to market changes, marketing plan objectives and organisational requirements

1.4. Use marketing metrics and monitor overall marketing progress against performance targets to ensure 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 that personnel responsible for each element of 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 to use resources to the 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 in relation to cause and effect, and use this information to improve strategic performance

3.3. Analyse over-performance 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

Required skills

communication skills to consult with marketing managers, supervisors, and workgroup members

innovation and creativity skills to revise strategies so that marketing objectives are met and exceeded

leadership and teamwork skills to effectively lead and manage marketing team members in an organisation

literacy skills to identify strategic information and to write in a range of styles for different audiences

numeracy skills to analyse data.

Required knowledge

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

anti-discrimination legislation and principles of equal opportunity, equity, and diversity

Australian Direct Marketing Association (ADMA) Direct MarketingCode of Practice

Australian E-commerce Best Practice Model

Australian Government Policy Framework for Consumer Protection in Electronic Commerce

confidentiality requirements

copyright laws

defamation laws

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

sweepstakes regulations

Trade Practices Act

economic, social and industry directions, trends and practices

organisational structures, roles, responsibilities and policies

industry product and service knowledge

principles of marketing, strategic analysis and strategic management

statistical and data evaluation techniques to measure marketing performance.

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:

monitoring marketing performance across an organisation by comparing performance against key performance indicators in the marketing plan

effectively communicating marketing objectives to relevant personnel in accordance with organisation requirements

providing feedback, mentoring and coaching to staff, as appropriate

taking action to capitalise on or minimise over- or under-performance against marketing objectives.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources.

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:

analysis of responses to case studies and scenarios

assessment of written reports on marketing activities and performance against key performance indicators

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

observation of presentations on marketing performance

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

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

other marketing 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.

Marketing mix may include:

distribution

level of service

pricing

promotion

product or service variables such as:

design

quality

range

safety features

technical features

Unit sector

Business Development - Marketing

This unit contains employability skills.