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Evidence Guide: SITXMPR502 - 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

 

SITXMPR502 - 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 with 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 issues and potential business impacts.
  6. Record and report information according to organisational requirements.
Identify and analyse information on expected market growth or decline with 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 issues 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. Integrate legal, ethical and sustainability considerations.
  5. Develop strategies in consultation with key stakeholders.
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:

 

 

 

 

 

 

 

Integrate legal, ethical and sustainability considerations.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop strategies in consultation with key stakeholders.

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:

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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 ability to:

research and critically analyse internal and external business environments

develop a marketing strategy and plan for a product or service that identifies current and relevant marketing issues and includes a detailed, realistic implementation program

integrate knowledge of marketing strategies, techniques and distribution networks for the product or service, including opportunities presented by new technologies

demonstrate knowledge of implementation and monitoring issues specific to the product or service.

Context of and specific resources for assessment

Assessment must ensure use of:

a real or simulated product or service for which market planning can be undertaken

current information and communications technology to support the research and planning process

a group of stakeholders who contribute to the planning process

customers to whom products and services are marketed.

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:

evaluation of the marketing aspects of a project conducted by the individual

evaluation of marketing plans prepared by the individual

use of case studies to assess application of marketing planning principles to different industry situations and contexts

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.

Guidance information for assessment

The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:

SITTPPD503 Research and analyse tourism data.

Required Skills and Knowledge

Required skills

communication skills to lead consultation with stakeholders and colleagues

critical thinking skills to analyse complex information about internal and external business environments from varied sources

initiative and enterprise skills to proactively identify creative marketing opportunities

literacy skills to:

research complex and potentially unfamiliar business and marketing information

write complex plans and reports

numeracy skills to develop marketing resource strategies and scenarios

planning and organising skills to coordinate complex planning and implementation processes

problem-solving skills to evaluate marketing activities and challenges, and develop strategic responses

technology skills to evaluate the potential of current and emerging marketing technologies.

Required knowledge

data collection tools and research methodologies of particular relevance to marketing

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

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

industry marketing and distribution networks in the relevant context

new and innovative marketing strategies in the relevant industry context, including current and emerging marketing technologies and the opportunities they present

legal issues that impact on marketing activities, including:

Australian Consumer Law and consumer protection

copyright

privacy

specific issues arising from use of new technologies

ethical considerations for marketing, including:

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, including those related to:

cultural and social sustainability

economic sustainability of marketing initiatives

resource conservation and waste minimisation.

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.

Sources of information may include:

business advisory services

financial institutions

government agencies

industry associations

industry publications

Internet

official statistics

peers.

Capabilities and resources may include:

communication capabilities

ebusiness capacity

equipment capacity

financial resources

hours of operation

human resources

location and position

staff skill levels.

Comparative market information may include:

benchmarking

best practice information

competitor information.

Trends and developments may be:

demographic

ecological and environmental

economic

government activities

industrial

social and cultural

technological, including social media developments.

Legal, ethical and sustainability issuesmay relate to:

codes of practice

cultural expectations and influences

requirements of legislation and regulations

sustainability:

environmental

financial

social.