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Evidence Guide: LGAGOVA502B - Develop a marketing strategy

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!

From the Wiki University

 

LGAGOVA502B - Develop a marketing strategy

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

Scope marketing options and opportunities

  1. Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.
  2. Alternative marketing options and opportunities are researched.
  3. Key stakeholders are consulted where appropriate.
  4. Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.
  5. An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.
  6. Options are analysed in terms of their likely fit with council goals and objectives.
Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Alternative marketing options and opportunities are researched.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Key stakeholders are consulted where appropriate.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Options are analysed in terms of their likely fit with council goals and objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare a marketing strategy

  1. Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.
  2. Target markets are profiled and readily identifiable.
  3. Marketing strategy is endorsed in line with council requirements.
  4. Planned marketing activities are developed and scheduled within appropriate time frames.
  5. Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.
Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Target markets are profiled and readily identifiable.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Marketing strategy is endorsed in line with council requirements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Planned marketing activities are developed and scheduled within appropriate time frames.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and review implementation of marketing plan

  1. Valid and reliable data on marketing performance is collected in line with performance targets.
  2. Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.
  3. Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.
Valid and reliable data on marketing performance is collected in line with performance targets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Scope marketing options and opportunities

  1. Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.
  2. Alternative marketing options and opportunities are researched.
  3. Key stakeholders are consulted where appropriate.
  4. Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.
  5. An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.
  6. Options are analysed in terms of their likely fit with council goals and objectives.
Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Alternative marketing options and opportunities are researched.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Key stakeholders are consulted where appropriate.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Options are analysed in terms of their likely fit with council goals and objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare a marketing strategy

  1. Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.
  2. Target markets are profiled and readily identifiable.
  3. Marketing strategy is endorsed in line with council requirements.
  4. Planned marketing activities are developed and scheduled within appropriate time frames.
  5. Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.
Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Target markets are profiled and readily identifiable.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Marketing strategy is endorsed in line with council requirements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Planned marketing activities are developed and scheduled within appropriate time frames.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and review implementation of marketing plan

  1. Valid and reliable data on marketing performance is collected in line with performance targets.
  2. Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.
  3. Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.
Valid and reliable data on marketing performance is collected in line with performance targets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

Overview of assessment requirements

A person who demonstrates competency in this unit will be able to perform the outcomes described in the Elements to the required performance level detailed in the Performance Criteria. The knowledge and skill requirements described in the Range Statement must also be demonstrated. For example, knowledge of the legislative framework and safe work practices that underpin the performance of the unit are also required to be demonstrated.

Critical aspects of evidence to be considered

The demonstrated ability to:

research and evaluate marketing options and opportunities and determine those options that best meet council objectives

develop a marketing strategy that reflects business objectives and is in line with council or departmental strategies

monitor and review the implementation of the marketing plan to inform future planning

Context of assessment

Competency is demonstrated by performance of all stated criteria, with particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope of the Range Statement.

Assessment must take account of the endorsed Assessment Guidelines in the Local Government Training Package.

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment.

Assessment should reinforce the integration of the key competencies for the particular AQF level. Refer to the key competency levels at the end of this unit.

Relationship to other units(prerequisite or co-requisite units)

To enable holistic assessment this unit may be assessed with other units that form part of the job role.

Method of assessment

The following assessment methods are suggested:

observation of the learner performing a range of workplace tasks over sufficient time to demonstrate handling of a range of contingencies

written and/or oral questioning to assess knowledge and understanding

completion of workplace documentation

third-party reports from experienced practitioners

completion of self-paced learning materials including personal reflection and feedback from trainer, coach or supervisor

Evidence required for demonstration of consistent performance

Evidence should be collected over a set period of time that is sufficient to include dealings with an appropriate range and variety of situations.

Resource implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace.

Required Skills and Knowledge

This describes the essential skills and knowledge and their level, required for this unit

Required Skills

researching marketing alternatives

analysing options

documenting strategies

problem solving

communicating, including questioning, clarifying and reporting

Required Knowledge

marketing principles and methods

promotional strategies

industry data and trends

council policy relating to marketing and promotion

council business structure and services

council objectives

data collection and analysis techniques

council's marketing plan

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 in the Performance Criteria is detailed below.

Marketing options and opportunities may include:

increase participation

increase return on investment

create or present an image

Key stakeholders may include:

clients

community groups

colleagues and staff

management

councillors

marketing specialists

marketing personnel

other departments

subcontractors

strategic business partners

External factors may include:

legislation

regulations

codes of practice

policies and guidelines

Marketing strategies may include:

service design

presentation and display of services

promotion and advertising

new services

distribution achieving lower costs of services

Marketing performance targets may include:

level of memberships

number of participants

level of awareness

degree of competition

sales volumes

community endorsement and support