Develop and manage marketing strategies

Formats and tools

Unit Description
Reconstruct the unit from the xml and display it as an HTML page.
Assessment Tool
an assessor resource that builds a framework for writing an assessment tool
Assessment Template
generate a spreadsheet for marking this unit in a classroom environment. Put student names in the top row and check them off as they demonstrate competenece for each of the unit's elements and performance criteria.
Assessment Matrix
a slightly different format than the assessment template. A spreadsheet with unit names, elements and performance criteria in separate columns. Put assessment names in column headings to track which performance criteria each one covers. Good for ensuring that you've covered every one of the performance criteria with your assessment instrument (all assessement tools together).
Wiki Markup
mark up the unit in a wiki markup codes, ready to copy and paste into a wiki page. The output will work in most wikis but is designed to work particularly well as a Wikiversity learning project.
Evidence Guide
create an evidence guide for workplace assessment and RPL applicants
Competency Mapping Template
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners. A template for developing assessments for a unit, which will help you to create valid, fair and reliable assessments for the unit, ready to give to trainers and students
Observation Checklist
create an observation checklist for workplace assessment and RPL applicants. This is similar to the evidence guide above, but a little shorter and friendlier on your printer. You will also need to create a seperate Assessor Marking Guide for guidelines on gathering evidence and a list of key points for each activity observed using the unit's range statement, required skills and evidence required (see the unit's html page for details)

Self Assessment Survey
A form for students to assess thier current skill levels against each of the unit's performance criteria. Cut and paste into a web document or print and distribute in hard copy.
Moodle Outcomes
Create a csv file of the unit's performance criteria to import into a moodle course as outcomes, ready to associate with each of your assignments. Here's a quick 'how to' for importing these into moodle 2.x
Registered Training Organisations
Trying to find someone to train or assess you? This link lists all the RTOs that are currently registered to deliver THHGLE12B, 'Develop and manage marketing strategies'.
Google Links
links to google searches, with filtering in place to maximise the usefulness of the returned results
Reference books for 'Develop and manage marketing strategies' on This online store has a huge range of books, pretty reasonable prices, free delivery in Australia *and* they give a small commission to for every purchase, so go nuts :)

Elements and Performance Criteria

Elements and Performance Criteria


Performance Criteria


Collect and analyse information on the internal business environment


Identify and confirm core activities, customer base, business values and current business direction.


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


Review performance information from all areas of the business to identify strengths, weaknesses and critical success factors.


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


Identify any under-performing products and services and analyse and report on reasons for under-performance.


Record and report information in accordance with enterprise requirements.


Collect and analyse information on the external business environment


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


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


Gather and analyse comparative market information.


Identify and analyse industry and customer trends and developments, including emerging issues and technology.


Identify and analyse the legal, ethical and environmental constraints of the market and potential business impacts.


Record and report information in accordance with enterprise requirements.


Prepare marketing strategies or plans


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


Develop strategies that are consistent with the direction, values and business plans of the enterprise.


Develop strategies in consultation with key stakeholders.


Prepare marketing strategies to meet legal and ethical requirements.


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


Submit marketing plan for approval where appropriate in accordance with enterprise policy.


Implement and monitor marketing activities


Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving all appropriate colleagues.


Implement and monitor actions detailed in the plan in a cost-efficient manner and according to schedule and contingencies.


Produce reports in accordance with enterprise policy.


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


Conduct ongoing evaluation


Evaluate marketing activities using agreed methods and benchmarks.


Make adjustments in accordance with evaluation.


Communicate and implement agreed changes promptly.

Qualifications and Skillsets

THHGLE12B appears in the following qualifications:

  • CUL50204 - Diploma of Museum Practice
  • CUL40204 - Certificate IV in Museum Practice
  • CUL60204 - Advanced Diploma of Museum Practice
  • CUV60103 - Advanced Diploma of Arts Management