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Evidence Guide: SIRXMKT005 - 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!

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SIRXMKT005 - Develop a marketing strategy

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

Analyse internal environment.

  1. Review existing organisational marketing strategy and current organisational direction and objectives.
  2. Identify and analyse information on current and past marketing strategies and their outcomes.
  3. Consult with stakeholders on current and future marketing direction of the organisation and seek their input.
Review existing organisational marketing strategy and current organisational direction and objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse information on current and past marketing strategies and their outcomes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consult with stakeholders on current and future marketing direction of the organisation and seek their input.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse the external environment.

  1. Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction.
  2. Identify and analyse information on expected market growth or decline, and associated risk factors.
  3. Identify and analyse legal, ethical and sustainability requirements and potential business impacts.
Research current marketing trends and determine trends relevant to organisational objectives and strategic marketing direction.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse information on expected market growth or decline, and associated risk factors.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and analyse legal, ethical and sustainability requirements and potential business impacts.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop marketing strategy and plan.

  1. Identify and analyse marketing opportunities based on internal and external analysis.
  2. Develop marketing strategies that are consistent with direction and objectives of the organisation.
  3. Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.
  4. Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets.
  5. Communicate marketing strategy and plans to relevant personnel and seek required approval.
Identify and analyse marketing opportunities based on internal and external analysis.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop marketing strategies that are consistent with direction and objectives of the organisation.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop and document a marketing plan outlining priorities, responsibilities, performance indicators, timelines and budgets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate marketing strategy and plans to relevant personnel and seek required approval.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement marketing plan.

  1. Implement and monitor marketing activities according to marketing plan.
  2. Produce marketing reports according to organisational policy.
  3. Share information on marketing activities with relevant personnel to maintain awareness of current organisational focus.
Implement and monitor marketing activities according to marketing plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce marketing reports according to organisational policy.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Share information on marketing activities with relevant personnel to maintain awareness of current organisational focus.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review marketing plan.

  1. Evaluate marketing activities against performance indicators to determine effectiveness of strategy and plan.
  2. Make adjustments to marketing strategy and plan based on findings.
  3. Communicate and implement agreed changes.
Evaluate marketing activities against performance indicators to determine effectiveness of strategy and plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make adjustments to marketing strategy and plan based on findings.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Communicate and implement agreed changes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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.

Required Skills and Knowledge

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 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.

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.