This unit of competency involves the skills and knowledge required to conduct and manage marketing activities. It includes evaluating markets and organisational capacity for service, developing marketing strategies and plans and implementing and monitoring marketing strategies.

The unit is applicable to personnel undertaking marketing activities linked specifically to organisational entrepreneurial activities.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1

Evaluate markets and organisational capacity

1.1

Markets for existing or new services and products are identified, researched and analysed for possible entry and/or development

1.2

An audit of existing service capacities is undertaken to identify scope for increased service provision

1.3

Preferred business profile is identified from business plans and other organisational documentation

1.4

Economic, community, environmental and political trends are assessed for relevance against organisational profile

2

Develop marketing strategies and plans

2.1

Alternative marketing strategies for the organisation are identified and compared with existing strategies

2.2

Services and markets for the organisation are clearly identified, in accordance with organisational procedures

2.3

Marketing strategies incorporate suitable advice from marketing professionals, as required

2.4

Marketing service organisations are identified, and their services are accessed, as required

2.5

Cost effective marketing plans and pricing strategies are developed, in accordance with organisational procedures

2.6

Proposed service and/or product marketing plan is tested to verify demand, strategies, cost and ability to deliver, in accordance with organisational procedures and guidelines

3

Implement marketing strategies

3.1

Suitable advertising and other promotional strategies are evaluated for cost effectiveness

3.2

Plans, schedules and targets are set for the introduction of new or improved strategies

3.3

Organisational marketing strategy and the roles and responsibilities within it are communicated to relevant personnel

3.4

Plans are developed to take into account the nature of the target client's business and seasonal cycles

3.5

Measures are taken to educate clients in value added services provided by the organisation

3.6

Implementation of marketing strategy is directed towards achieving planned outcomes

4

Monitor marketing strategy

4.1

Evaluation criteria to assess effectiveness of marketing is established, in accordance with organisational procedures

4.2

Records of performance against evaluation criteria are kept

4.3

Marketing strategy is adjusted in response to monitoring of performance

Foundation skills essential to performance are explicit in the performance criteria of this unit of competency.

Range is restricted to essential operating conditions and any other variables essential to the work environment.

Non-essential conditions may be found in the Companion Volume Implementation Guide.

Public Safety

Marketing