This unit is relevant to workers undertaking marketing activities linked specifically to entrepreneurial organisational activities.
Not applicable.
ELEMENT | PERFORMANCE CRITERIA |
1. Evaluate markets and organisation’s capacity for service | 1.1 Markets for existing or new service/product opportunities for the organisation 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 the organisation’s profile |
2. Develop marketing strategies and plans | 2.1 Alternative and innovative marketing strategies for the organisation are identified and compared with existing systems 2.2 Services and markets for the organisation are clearly identified from reliable information 2.3 Marketing strategies incorporate suitable advice from qualified marketing professionals if required 2.4 Marketing service organisations are identified and services accessed where appropriate 2.5 Cost-effective promotional plans and pricing strategies are developed for services. 2.6 Proposed service/product is tested to verify demand, strategies, cost and ability to deliver |
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 services 3.3 The organisation’s marketing strategy and each employee’s role and responsibility within it are communicated to relevant personnel 3.4 Plans take into account the nature of the target client and business and seasonal cycles 3.5 Planned measures are taken to educate clients in value-added services provided by the organisation 3.6 Implementation is directed toward achieving outcomes defined in the marketing strategy |
4. Monitor marketing strategy | 4.1 Evaluation criteria to assess the effectiveness of marketing are established 4.2 Accurate records are kept against evaluation criteria to enable reliable decisions on performance to be made 4.3 Marketing strategy is regularly adjusted in response to monitoring of performance |
This describes the essential skills and knowledge and their level, required for this unit. |
Required Skills |
business negotiation written and verbal communication budgeting analytical skills applied market research and assessments planning and scheduling of monitoring activities presentation maintaining records or database research basic computer literacy including word processing |
Required Knowledge |
marketing principles and practice performance evaluation measures competitor's strengths and weaknesses business planning process organisation's customer relations policies market conditions and forces |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | It is essential for this unit that competence be demonstrated in: demonstrated capacity to develop marketing strategy from given data and evaluate strategy demonstrated knowledge of a range of promotional strategies Consistency in performance Evidence is best obtained by citing a marketing strategy prepared for normal organisation operating conditions, including evidence of process followed |
Context of and specific resources for assessment | Context of assessment On the job or in a simulated work environment Specific resources for assessment No special requirements |
Method of assessment | In a public safety environment assessment is usually conducted via direct observation in a training environment or in the workplace via subject matter supervision and/or mentoring, which is typically recorded in a competency workbook. Assessment is completed using appropriately qualified assessors who select the most appropriate method of assessment. Assessment may occur in an operational environment or in an agency-approved simulated work environment. Forms of assessment that are typically used include: direct observation interviewing the candidate journals and workplace documentation third party reports from supervisors written or oral questions |
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 in the Performance Criteria is detailed below. | |
Community, environment, political trends may include: | conservation crime trends degree of knowledge news coverage popular attitudes stability security issues |
Plans may include: | budgets business plans marketing plans |
Marketing strategies may include: | target markets by client group location core function service type internal and external clients |
Service organisations may include: | advertising agencies marketing consultants industry associations |
Promotional plans take account of: | objectives of the promotion venue and location duration style and format of the promotion technical equipment required number of invitees promotional materials budget control of invitations staffing implications possible cooperative approaches with other organisations organisation goals mission vision to ensure marketing profile impact of government legislation on marketing functions |
Promotional strategies may include: | a combination of: pricing public relations image and presentation advertising community education involvement |
Assessment of existing capacity may include: | competency levels geographic location condition and type of facilities and equipment current workloads new technology |
Evaluation criteria may include: | volume of billed business public response rates cost per lead conversion rates surveys on attitudes views of company |
Not applicable.
This unit contains employability skills.
Not applicable.