This unit applies to senior marketing professionals who are responsible for providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on the internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising strategies to achieve overall business objectives.

Individuals operating at this level will generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.

This unit should be assessed either before or in conjunction with BSBMKG609A Develop a marketing plan, which covers the skills and knowledge to devise specific marketing strategies and tactics arising from formulation of marketing objectives.

ELEMENT

PERFORMANCE CRITERIA

1. Identify strategic direction

1.1. Confirm organisation's mission, vision, purpose and values from current organisational materials or from owners, directors or senior management

1.2. Analyse strategic organisational documents to identify organisational directions and targets

1.3. Complete a situational analysis that identifies factors impacting on the direction and performance of the business

1.4. Identify legal and ethical requirements for the organisation

1.5. Document and confirm the strategic direction of the organisation with owners, directors or senior management, and identify its impact on marketing activities

2. Review marketing performance

2.1. Evaluate the effectiveness of previous marketing and positioning strategies to identify lessons learned

2.2. Analyse current key products or services and major markets for strengths, weaknesses, opportunities and threats

2.3. Evaluate previous marketing opportunities captured by the organisation, and examine and document their profitability

2.4. Evaluate marketing performance against previous objectives, targets to identify critical success factors, and areas for improvement

3. Scope marketing opportunities

3.1. Identify and analyse marketing opportunities in terms of their viability and likely contribution to the business

3.2. Use an assessment of external factors, costs, benefits, risks and opportunities to determine the scope of each marketing opportunity

3.3. Analyse opportunities in terms of their likely fit with organisational goals and capabilities

3.4. Evaluate each opportunity to determine its likely impact on current business and customer base

4. Formulate marketing objectives

4.1. Develop objectives in consultation with key internal stakeholders that are attainable and measurable, and that identify the nature and extent of what is to be achieved

4.2. Ensure objectives are consistent with the forecast needs of the business and the market

4.3. Ensure objectives are compatible with the organisation's projected capabilities, resources and financial position

4.4. Ensure objectives are compatible with the organisation's direction and purpose, and meet legal and ethical requirements

4.5. Formulate long term strategic objectives and related key performance indicators by product or service, market segment and overall

4.6. Develop a risk management strategy to identify risks and manage contingencies, and to ensure that marketing objectives are met in accordance with overall organisational requirements

4.7. Document marketing objectives

Required skills

communication skills to question, clarify and report

information management skills to extract relevant details when conducting strategic analysis

literacy skills to write in a range of styles for different audiences, and to interpret legal requirements and strategic organisational documents

numeracy skills to analyse marketing performance data.

Required knowledge

financial management techniques

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:

Australian Direct Marketing Association (ADMA) Direct Marketing Code 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

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

privacy laws

sweepstakes regulations

Trade Practices Act

organisational structure, policies, procedures, products or services and overall strategic plans

principles and concepts of marketing and evaluation methodologies

strategic, operational and tactical analysis techniques.

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:

developing marketing objectives for an organisationincluding:

undertaking strategic analysis reviewing current marketing performance

formulating short and long term marketing objectives

developing a marketing risk management strategy.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to examples of previous strategic and marketing strategic, analyses and plans.

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 strategic analysis conducted and formulated objectives

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 and objectives

oral or written questioning

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:

BSBMKG609A Develop a marketing plan

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.

Strategic organisational documents may include:

annual reports

codes of practice

company policy

customer service charter

security and privacy policies

strategic marketing plans

strategic plans

Situational analysis may include:

collaborators analysis

competitive analysis

environmental analysis

market analysis

market measurements

productivity or profitability analysis

Legal and ethical requirements may include:

codes of practice

cultural expectations and influences

environmental issues

ethical principles

health and safety of workplace personnel

legislation

policies and guidelines

regulations

security and privacy issues

social responsibilities

societal expectations

Evaluating marketing performance may include:

comparative analysis

competitive analysis

life cycle models

product portfolio analysis

strengths, weaknesses, opportunities, threats (SWOT) analysis

value chain analysis

Key internal stakeholders may include:

Board of directors

finance staff

human resources staff

IT staff

managers

marketing personnel

owners

production staff

supervisors

Unit sector

Business Development - Marketing

This unit contains employability skills.