Application
This unit describes the performance outcomes, skills and knowledge required to plan and coordinate a range of marketing and promotional activities at an operational level. The unit incorporates knowledge of marketing principles.
The unit applies to all industry sectors, and to individuals who are responsible for coordinating marketing activities within the parameters of an established marketing strategy. Individuals working independently with limited supervision undertake this role. This could include marketing coordinators or managers and owner-operators of small businesses.
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. Plan and organise marketing activities. | 1.1.Plan marketing activities according to marketing plan or other organisational systems. 1.2.Identify, analyse and incorporate relevant market information and legal, ethical and sustainability requirements into short-term planning. 1.3.Confirm target markets and marketing medium. 1.4.Evaluate potential and suitability of marketing opportunities that arise. 1.5.Proactively seek and evaluate innovative marketing opportunities, including use of new technologies and media. 1.6.Develop and implement action plans to address operational details. |
2. Undertake a general public relations role. | 2.1.Establish and conduct positive relationships with industry and media colleagues. 2.2.Use networks to support marketing activities. 2.3.Develop public relations resources as required, including media releases and industry or media support materials. |
3. Review and report on marketing activities. | 3.1.Review activities according to agreed evaluation methods and incorporate results into future planning. 3.2.Prepare reports according to organisational policy and required timeframes. 3.3.Present current and clear market intelligence to inform sales and marketing planning. |
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:
plan and coordinate at least two different marketing activities for an operation, product or service
use industry networks, information sources, and distribution and marketing networks when planning and coordinating the above activities
reflect types of marketing activities used in the relevant industry sector and major industry promotional events in the above activities
apply marketing principles to each marketing activity
evaluate and report on each of the above marketing activities against the following criteria:
consistency with overall marketing direction
exposure that was achieved
matching attendees to target market
cost-effectiveness of financial and human resources
completion within established timeframe.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
content and structure of marketing plans
key marketing principles:
marketing management process
the four Ps: product, place, price and promotion
SWOT analysis: strengths, weaknesses, opportunities and threats
industry structure and interrelationships, industry networks and information sources
industry and market knowledge appropriate to the sector and organisation:
distribution and marketing networks, especially those that support the product or service being promoted
e-business marketing options and major promotional events
commission structures
current customer and market trends and preferences
features, benefits and practical application of marketing activities commonly used in the service industries:
advertising
familiarisations
in-house promotions
public relations
social media
trade and consumer shows
signage and display
information inputs into the planning process:
competitive activity
financial statistics
marketing reports
marketplace trends
sales reports
considerations in evaluating the suitability of marketing activities:
consistency with overall marketing direction
exposure to be achieved
matching of attendees to target markets
resource considerations:
financial
human
timing of activity or event
operational details relevant to the coordination of marketing activities:
administrative and procedural requirements
availability of promotional materials
available technology
contracting of other services
equipment requirements
need for external assistance
potential for cooperative approaches
public relations implications
staffing requirements and briefings
strategies to ensure maximum benefits
travel arrangements
legal issues that impact on the marketing of products and services
ethical considerations for marketing activities:
appropriate use of images and text
protection of children
targeting of particular groups in the community
sustainability considerations for marketing activities:
reducing waste of printed materials
sustainability as a marketing tool.
Assessment Conditions
Skills must be demonstrated in an operational business environment. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
products or services for which the individual can conduct marketing activities
current information and communications technology used by industry for marketing activities
marketing plans, operational marketing documents, action plans and marketing reports.
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: | interpret market trend information and marketing plans. |
Numeracy skills to: | work within marketing budgets. |
Problem-solving skills to: | evaluate the potential of different marketing activities proactively identify and respond to potentially complex implementation challenges. |
Planning and organising skills to: | coordinate diverse and unpredictable operational details. |
Self-management skills to: | take responsibility for quality and outcomes of marketing activities. |
Technology skills to: | work with current web-based marketing technologies. |
Sectors
Cross-Sector
Competency Field
Marketing and Public Relations