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Evidence Guide: SITXMPR007 - Develop and implement marketing strategies

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

 

SITXMPR007 - Develop and implement marketing strategies

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

Collect and analyse information on the internal business environment.

  1. Confirm core activities, customer base, business values and current business direction.
  2. Identify and analyse information on current and past marketing and its effectiveness.
  3. Review business performance information to identify strengths, weaknesses and critical success factors.
  4. Identify and record current capabilities and resources, including the need for specialist assistance.
  5. Record and report information according to organisational requirements.
Confirm core activities, customer base, business values and current business direction.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and analyse information on current and past marketing and its effectiveness.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Review business performance information to identify strengths, weaknesses and critical success factors.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and record current capabilities and resources, including the need for specialist assistance.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Record and report information according to organisational requirements.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Collect and analyse information on the external business environment.

  1. Identify and analyse information on expected market growth or decline, and associated risk factors.
  2. Record and analyse projected changes in the labour force, population and economic activity.
  3. Gather and analyse comparative market information.
  4. Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.
  5. Identify and analyse legal, ethical and sustainability requirements and potential business impacts.
  6. Record and report information according to organisational requirements.
Identify and analyse information on expected market growth or decline, and associated risk factors.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Record and analyse projected changes in the labour force, population and economic activity.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Gather and analyse comparative market information.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Record and report information according to organisational requirements.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Develop marketing strategies.

  1. Identify and analyse opportunities based on internal and external market analysis.
  2. Explore new and innovative marketing approaches.
  3. Develop marketing strategies that are consistent with direction and values of the organisation.
  4. Develop strategies in consultation with key stakeholders, integrating legal, ethical and sustainability considerations.
Identify and analyse opportunities based on internal and external market analysis.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Explore new and innovative marketing approaches.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Prepare marketing plan.

  1. Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.
  2. Provide timely opportunities for colleagues to contribute to marketing plan.
  3. Submit marketing plan for approval according to organisational policy.
Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Provide timely opportunities for colleagues to contribute to marketing plan.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Submit marketing plan for approval according to organisational policy.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Implement and monitor marketing activities.

  1. Implement and monitor activities detailed in plan according to schedule and contingencies.
  2. Produce marketing reports according to organisational policy.
  3. Share information on marketing activities with operational staff to maintain awareness of current organisational focus.
Implement and monitor activities detailed in plan according to schedule and contingencies.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Produce marketing reports according to organisational policy.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Share information on marketing activities with operational staff to maintain awareness of current organisational focus.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Conduct ongoing evaluation.

  1. Evaluate marketing activities using agreed methods and benchmarks.
  2. Make adjustments according to evaluation.
  3. Communicate and implement agreed changes.
Evaluate marketing activities using agreed methods and benchmarks.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Make adjustments according to evaluation.

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. Collect and analyse information on the internal business environment.

1.1.Confirm core activities, customer base, business values and current business direction.

1.2.Identify and analyse information on current and past marketing and its effectiveness.

1.3.Review business performance information to identify strengths, weaknesses and critical success factors.

1.4.Identify and record current capabilities and resources, including the need for specialist assistance.

1.5.Record and report information according to organisational requirements.

2. Collect and analyse information on the external business environment.

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

2.2.Record and analyse projected changes in the labour force, population and economic activity.

2.3.Gather and analyse comparative market information.

2.4.Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.

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

2.6.Record and report information according to organisational requirements.

3. Develop marketing strategies.

3.1.Identify and analyse opportunities based on internal and external market analysis.

3.2.Explore new and innovative marketing approaches.

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

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

4. Prepare marketing plan.

4.1.Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.

4.2.Provide timely opportunities for colleagues to contribute to marketing plan.

4.3.Submit marketing plan for approval according to organisational policy.

5. Implement and monitor marketing activities.

5.1.Implement and monitor activities detailed in plan according to schedule and contingencies.

5.2.Produce marketing reports according to organisational policy.

5.3.Share information on marketing activities with operational staff to maintain awareness of current organisational focus.

6. Conduct ongoing evaluation.

6.1.Evaluate marketing activities using agreed methods and benchmarks.

6.2.Make adjustments according to evaluation.

6.3.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. Collect and analyse information on the internal business environment.

1.1.Confirm core activities, customer base, business values and current business direction.

1.2.Identify and analyse information on current and past marketing and its effectiveness.

1.3.Review business performance information to identify strengths, weaknesses and critical success factors.

1.4.Identify and record current capabilities and resources, including the need for specialist assistance.

1.5.Record and report information according to organisational requirements.

2. Collect and analyse information on the external business environment.

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

2.2.Record and analyse projected changes in the labour force, population and economic activity.

2.3.Gather and analyse comparative market information.

2.4.Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.

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

2.6.Record and report information according to organisational requirements.

3. Develop marketing strategies.

3.1.Identify and analyse opportunities based on internal and external market analysis.

3.2.Explore new and innovative marketing approaches.

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

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

4. Prepare marketing plan.

4.1.Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.

4.2.Provide timely opportunities for colleagues to contribute to marketing plan.

4.3.Submit marketing plan for approval according to organisational policy.

5. Implement and monitor marketing activities.

5.1.Implement and monitor activities detailed in plan according to schedule and contingencies.

5.2.Produce marketing reports according to organisational policy.

5.3.Share information on marketing activities with operational staff to maintain awareness of current organisational focus.

6. Conduct ongoing evaluation.

6.1.Evaluate marketing activities using agreed methods and benchmarks.

6.2.Make adjustments according to evaluation.

6.3.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:

develop a marketing strategy and plan for a product or service, including:

identifying current and relevant marketing issues

detailed, realistic implementation and monitoring program specific to the product or service

details of marketing techniques and distribution networks specific to the product or service

opportunities presented by new technologies

research and critically analyse internal and external business environments relevant to the above product or service

evaluate and report on the above marketing strategy and plan against the following criteria:

consistency with overall marketing direction

exposure achieved

penetration of target market

cost-effectiveness of financial and human resources

completion of strategy within established timeframe

recommendations for strategic responses based on evaluation.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

data collection tools and research methodologies of particular relevance to marketing

marketing planning techniques and formats and key features of a marketing plan

internal and external issues that impact on market planning in a given industry context

internal capabilities and resource considerations:

communication capabilities

e-business capacity

equipment capacity

financial resources

hours of operation

human resources

location and position

staff skill levels

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 context, and in particular current and emerging marketing technologies and the opportunities they present

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

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.