ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Devise marketing strategies

1.1 Evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process

1.2 Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources

1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives

1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection

1.5 Ensure strategies align with organisation’s strategic direction

1.6 Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives

2. Plan marketing tactics

2.1 Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible

2.2 Identify coordination and monitoring mechanisms for scheduled activities

2.3 Ensure tactics are achievable within organisation’s projected capabilities and budget

2.4 Ensure tactics meet legal and ethical requirements

2.5 Ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary

3. Prepare and present a marketing plan

3.1 Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix

3.2 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics

3.3 Present marketing plan for approval in the required format and timeframe

3.4 Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe

Skill

Performance Criteria

Description

Reading

1.1, 1.5, 1.6, 2.4, 2.5, 3.4

Accesses information from a range of sources and accurately analyses and evaluates complex information relating to the marketing process

Writing

1.4, 1.6, 2.1, 3.3, 3.4

Uses a range of writing styles to articulate complex concepts and ideas

Revises and edits documents based on feedback

Uses appropriate formats and grammatical structures to present information logically for different audiences

Oral Communication

1.4, 3.3

Uses appropriate language and non-verbal features to explain and present information to a range of personnel

Uses active listening and questioning to elicit feedback

Numeracy

2.1, 3.3

Analyses and manages complex information relating to timelines, targets and budgets

Navigate the world of work

1.1, 1.5, 2.4, 3.1

Works autonomously making high level decisions to ensure organisational objectives and regulatory requirements are met

Understands own legal and ethical rights and responsibilities

Interact with others

1.4, 3.3, 3.4

Selects and uses appropriate conventions and protocols when communicating with diverse internal and external stakeholders to seek feedback or share information

Demonstrates sophisticated control over oral, visual and/or written formats, drawing on a range of communication practices to achieve goals

Get the work done

1.1, 1.2, 1.3, 1.4, 1.6, 2.1, 2.2, 2.3, 2.5, 3.1, 3.2, 3.4

Accepts responsibility for planning and sequencing complex tasks and workload to meet timelines

Uses problem-solving processes to identify key information and issues, evaluate alternative strategies, anticipate consequences and consider implementation issues and contingencies