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Evidence Guide: SITXMPR004A - Coordinate marketing activities

Student: __________________________________________________

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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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SITXMPR004A - Coordinate marketing activities

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

Plan and organise marketing and promotional activities.

  1. Plan and schedule marketing and promotionalactivities according to marketing plan or other organisation systems.
  2. Identify, analyse and incorporate relevant market information into short-term planning.
  3. Assess invitations to participate in promotional activities based on current marketing focus and other relevant information.
  4. Develop and implement detailed action plans for promotional activities at the appropriate time to address operational details.
Plan and schedule marketing and promotionalactivities according to marketing plan or other organisation systems.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify, analyse and incorporate relevant market information into short-term planning.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess invitations to participate in promotional activities based on current marketing focus and other relevant information.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop and implement detailed action plans for promotional activities at the appropriate time to address operational details.

Completed
Date:

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Undertake a general public relations role.

  1. Establish and conduct relationships with industry and media colleagues in a manner that enhances positive image of organisation.
  2. Use networks to assist in the implementation of promotional activities.
  3. Develop public relations resources where appropriate, including media releases and industry or media support materials.
Establish and conduct relationships with industry and media colleagues in a manner that enhances positive image of organisation.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use networks to assist in the implementation of promotional activities.

Completed
Date:

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Develop public relations resources where appropriate, including media releases and industry or media support materials.

Completed
Date:

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Review and report on promotional activities.

  1. Review all activities according to agreed evaluation methods and incorporate results into future planning.
  2. Prepare reports according to organisation policy and required timeframes.
  3. Present current market intelligence in a manner that provides clear and concise information to those responsible for planning sales and marketing.
  4. Make informal reports to relevant colleagues to maximise opportunity to meet team targets.
Review all activities according to agreed evaluation methods and incorporate results into future planning.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare reports according to organisation policy and required timeframes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Present current market intelligence in a manner that provides clear and concise information to those responsible for planning sales and marketing.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make informal reports to relevant colleagues to maximise opportunity to meet team targets.

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, the range statement and the Assessment Guidelines for this Training Package.

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

Evidence of the following is essential:

project or work activities that show the candidate's ability to plan and coordinate multiple marketing activities for a specific business operation and to prepare marketing reports

logical and detailed activity planning supported by relevant action plans

knowledge of marketing principles and their application to practical workplace activities

detailed knowledge of the industry, including structure and interrelationships, industry networks, information sources, and distribution and marketing networks

knowledge of the types of promotional activities commonly used within the tourism and hospitality industry and specific major industry marketing and promotional events

project or work activities conducted over a commercially realistic period of time so that the planning, analysis and reporting aspects of this unit can be assessed.

Context of and specific resources for assessment

Assessment must ensure:

that the candidate has accessed a fully equipped office environment using appropriate computers, printers, communication technology, information programs and software to facilitate the processes involved in planning and implementing marketing activities

access to an operation for which products would be marketed or access to comprehensive and sufficient information about that operation to allow the candidate to fully plan for and implement marketing activities

use of marketing plans and operational marketing documents, such as action plans and marketing reports

interaction with individuals or businesses with a genuine or potential interest in purchasing the product or service.

Methods of assessment

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

evaluation of marketing activities planned and conducted by the candidate

evaluation of marketing reports prepared by the candidate to detail the way in which an activity was planned and conducted and lessons to be learned for future activities

evaluation of marketing activities organised and implemented by the candidate in conjunction with or on behalf of industry operators

case studies to assess application of marketing principles to specific industry situations

written and oral questioning or interview to test knowledge such as marketing principles, structure of the industry, industry interrelationships, distribution networks and legal compliance issues

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

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

SITXMGT002A Develop and implement operational plans

SITXMPR003A Plan and implement sales activities.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.

Required Skills and Knowledge

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

The following skills must be assessed as part of this unit:

sales techniques

planning and organisational skills that relate to the conduct of marketing activities

high-level verbal communication skills to establish and conduct public relations activities

high-level literacy skills to interpret market trend information, develop detailed action plans for promotional activities, prepare media releases, and read and prepare marketing reports.

The following knowledge must be assessed as part of this unit:

in-depth product knowledge sufficient to support typical industry marketing activities

overall content and structure of marketing plans

broad and working knowledge of key marketing principles

detailed knowledge of the industry, including structure and interrelationships, industry networks and information sources

industry and market knowledge appropriate to the sector and organisation, including:

in-depth knowledge of distribution and marketing networks, especially those that support the product or service being promoted, including e-business options

current customer and market trends, products and service style that would meet particular customer and market requirements and preferences

general knowledge of the types of promotional activities commonly used in the service industries including:

trade and consumer shows

in-house promotions

advertising

public relations

familiarisations

signage and display

general knowledge of major industry marketing and promotional events relevant to the industry sector

broad and working knowledge of legal liability and implications of consumer legislation and regulations on the promotion of products appropriate to the particular industry sector.

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 and promotional activities may include:

events

display and signage initiatives

trade and journalist familiarisations

limited product development within scope of individual responsibility

market research

advertising

industry and public relations activities

web-based activities.

Information to be incorporated into the planning process may include:

marketing reports

sales reports

financial statistics

marketplace trends

competitive activity.

Assessment of invitations to participate in activities may relate to:

consistency with overall marketing direction

level of exposure to be achieved

matching of attendees to target markets

financial resource issues

human resource requirements

timing of the activity or event.

Operational details to be considered may include:

objectives and nature of the activity

budget availability

public relations implications

staffing requirements and briefings

availability of brochures and other promotional material

equipment requirements

contracting of other services, such as display

travel arrangements

strategies to ensure maximum benefits

potential to conduct cooperative marketing activities

proactive or reactive approaches

need for external assistance

fulfilling administrative and procedural requirements

available technology

potential e-business opportunities.