Application

This unit describes the skills and knowledge required to identify marketing opportunities and to analyse and evaluate opportunities according to organisational marketing objectives.
The unit applies to individuals working in a variety of marketing communications occupational roles who have responsibility for a range of tasks involving analysis and planning.
No licensing, legislative or certification requirements apply to this unit at the time of publication.

What You'll Learn

Assessment Requirements

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
• identify and evaluate at least three different marketing opportunities according to task requirements.
In the course of the above, the candidate must:
• identify and research marketing opportunities
• perform a market segmentation and identify marketing focus using segmentation results
• evaluate and select preferred marketing opportunities in consultation with relevant personnel
• document and present selected opportunities to management.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
• requirements of legislation affecting marketing roles
• data collection and analysis techniques
• marketing industry knowledge, including:
• components of marketing mix
• elements of marketing planning
• marketing communications concepts and processes
• organisational structures, roles, responsibilities, business and marketing plans
• relevant product and service standards
• best practice techniques related to marketing
• relevant statistical terms used by the Australian Bureau of Statistics.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
• legislation, regulations, standards and codes
• workplace documentation and resources relevant to performance evidence.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Foundation Skills

• {'skill': 'Reading', 'description': 'Gathers, interprets and analyses a variety of textual information from a range of sources to identify relevant and key information'}
• {'skill': 'Writing', 'description': 'Prepares strategic business documentation incorporating appropriate vocabulary, grammatical structure and conventions appropriate to text and audience'}
• {'skill': 'Oral Communication', 'description': 'Participates in a variety of spoken exchanges using suitable language and non-verbal features'}
• {'skill': 'Numeracy', 'description': 'Uses mathematical skills to interpret and process data and statistical information'}
• {'skill': 'Self-management', 'description': 'Adheres to implicit and explicit organisational goals, policies and procedures'}
• {'skill': 'Planning and organising', 'description': 'Develops and implements plans to manage relatively complex, non-routine tasks with an awareness of how they contribute to organisational goals; Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option'}

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