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Evidence Guide: BSBMKG414A - Undertake marketing activities

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG414A - Undertake marketing activities

What evidence can you provide to prove your understanding of each of the following citeria?

Plan marketing activities

  1. Identify need for marketing activities
  2. Investigate previous marketing activities for relevant information
  3. Identify and analyse relevant policies and procedures
  4. Identify outcomes expected from marketing activities
  5. Undertake analysis of collected basic marketing information
  6. Develop and document work activity plans for marketing activities
  7. Obtain approval of plans from relevant enterprise personnel
Identify need for marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Investigate previous marketing activities for relevant information

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse relevant policies and procedures

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify outcomes expected from marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Undertake analysis of collected basic marketing information

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop and document work activity plans for marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Obtain approval of plans from relevant enterprise personnel

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement and manage marketing activities

  1. Determine and access resources required for work activities
  2. Undertake marketing activities
  3. Assign responsibilities and functions to relevant personnel performing specific marketing functions
  4. Monitor marketing activities, reviewing and amending activity plans as required
Determine and access resources required for work activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Undertake marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assign responsibilities and functions to relevant personnel performing specific marketing functions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor marketing activities, reviewing and amending activity plans as required

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review marketing activities

  1. Measure and document outcomes of marketing activities
  2. Review marketing activities against expected outcomes and document identified improvements
  3. Prepare reports of marketing activities and communicate to relevant enterprise personnel
Measure and document outcomes of marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review marketing activities against expected outcomes and document identified improvements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare reports of marketing activities and communicate to relevant enterprise personnel

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

planning and implementing marketing activities

reviewing the effectiveness of the marketing plan

documenting the activities and processes worked with

knowledge of relevant legislation.

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated environment

access to office equipment and resources

examples of goods/services to be marketed

examples of marketing plans.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

review of work activity plans for marketing activities

analysis of responses to case studies and scenarios

demonstration of techniques

observation of presentations

oral or written questioning to assess knowledge of marketing techniques and strategies

analysis of documentation outlining the outcomes of marketing activities

review of marketing activities reports.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing, advertising or public relations units.

Required Skills and Knowledge

Required skills

literacy skills to read a variety of texts, to prepare general information and papers, and to write formal and informal letters according to target audience

planning skills to develop implementation schedules

problem-solving skills to address issues which may affect plans and their implementation.

Required knowledge

key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as:

anti-discrimination legislation

ethical principles

codes of practice

privacy laws

environmental issues

occupational health and safety

organisational policies and procedures

specific product knowledge related to goods and services being marketed.

Range Statement

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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Need may be determined by:

analysis of sales figures and other performance data

analysis of client information

direction from relevant enterprise personnel

development of new products and services

Marketing activities may include:

attendance at trade shows, conferences and other events

basic advertising

development and distribution of general promotional and informational materials

development and distribution of samples, case studies, testimonials and other evidence of enterprise activity

development of displays and signs

development of media releases, articles and media background information

information sessions for clients, suppliers and stakeholders

online information

telephone promotions

Outcomes may include:

projections for potential client inquiries

projections for detailed potential client follow-up

projections for sales and service levels

Analysis may include:

market definition, statistics and basic research

basic market segmentation

target audience profiles

Work activity plans may include:

human resource plans

plans for other required resources

financial plans

time plans

detailed implementation plans (covering the how/what/when of activities)

activity monitoring and evaluation plans

Relevant enterprise personnel might include:

coordinators

owners

managers

section leaders

supervisors

team leaders

Resources may include:

human resources

finance

resource contributions from suppliers and/or partners

Relevant personnel performing specific marketing functions may include:

administrators

copywriters

desktop publishers

external consultants

graphic artists and designers

marketing specialists

printers, sign writers and other tradespeople