Application
This unit describes the performance outcomes, skills and knowledge required to analyse the operating environment and use results to develop, implement and review a marketing strategy.
This unit applies to senior personnel working in a diverse range of sectors and business contexts. They operate independently and are responsible for making a range of operational business decisions and strategic planning.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Analyse internal environment. | 1.1.Review existing organisational marketing strategy and current organisational direction and objectives. 1.2.Identify and analyse information on current and past marketing strategies and their outcomes. 1.3.Consult with stakeholders on current and future marketing direction of the organisation and seek their input. |
2. Analyse the external environment. | 2.1.Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction. 2.2.Identify and analyse information on expected market growth or decline, and associated risk factors. 2.3.Identify and analyse legal, ethical and sustainability requirements and potential business impacts. |
3. Develop marketing strategy and plan. | 3.1.Identify and analyse marketing opportunities based on internal and external analysis. 3.2.Develop marketing strategies that are consistent with direction and objectives of the organisation. 3.3.Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations. 3.4.Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets. 3.5.Communicate marketing strategy and plans to relevant personnel and seek required approval. |
4. Implement marketing plan. | 4.1.Implement and monitor marketing activities according to marketing plan. 4.2.Produce marketing reports according to organisational policy. 4.3.Share information on marketing activities with relevant personnel to maintain awareness of current organisational focus. |
5. Review marketing plan. | 5.1.Evaluate marketing activities against performance indicators to determine effectiveness of strategy and plan. 5.2.Make adjustments to marketing strategy and plan based on findings. 5.3.Communicate and implement agreed changes. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
determine a marketing strategy and develop a marketing plan for a product or service by:
researching and analysing internal and external business environments relevant to the product or service
developing and implementing a marketing plan that details:
priorities
responsibilities
performance indicators
timelines
budgets.
evaluate the above marketing strategy and plan against performance indicators and report on overall effectiveness of marketing strategy.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
aspects of legal issues that impact on marketing activities:
Australian Consumer Law
copyright and intellectual property considerations
the Privacy Act 1988
specific issues arising from use of new technologies
data collection tools and research methodologies as relevant to strategic marketing planning
marketing planning techniques and formats and key features of a marketing plan
internal and external issues that impact on market planning relevant to industry
internal capabilities and resource considerations as relevant to marketing strategy and planning
comparative market information relevant to marketing strategies:
benchmarking
best practice information
competitor information
industry marketing and distribution networks in the relevant context
new and innovative marketing strategies in the relevant industry
marketing performance indicators:
exposure achieved
sales achieved
penetration of target market
cost-effectiveness
recommendations for strategic responses based on evaluation.
ethical considerations for marketing:
appropriate use of images and text
codes of practice
protection of children
targeting of particular groups in the community
sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:
cultural and social sustainability
economic sustainability of marketing initiatives
resource conservation and waste minimisation.
Assessment Conditions
Skills must be demonstrated in an operational business operation or activity. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
current documentation outlining aspects of legal issues that impact on marketing activities as described in the Knowledge Evidence
product or service for which market planning can be undertaken
existing organisational marketing strategy and plans
sources of information on internal and external operating environments
stakeholders with whom the individual can interact; these can be:
individuals in an industry workplace, or
individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Reading skills to: | research complex and potentially unfamiliar business and marketing information. |
Writing skills to: | prepare marketing plans and reporting. |
Initiative and enterprise skills to: | set strategies that best that achieve desired outcomes within a given market context and timeframe. |
Teamwork skills to: | foster cooperation between individuals and teams. |
Planning and organising skills to: | coordinate complex planning and implementation processes. |
Sectors
Cross-Sector
Competency Field
Marketing