Application

This unit describes the skills and knowledge required to conduct a strategic analysis to develop an organisational marketing strategy. This involves identifying the organisation’s strategic direction, evaluating marketing opportunities and formulating a marketing strategy.
The unit applies to individuals who are senior marketing professionals responsible for providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising a marketing strategy. Individuals operating at this level generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.
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:
• develop at least one organisational marketing strategy.

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:
• cost-benefit analysis techniques
• key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
• organisational structure, policies, procedures, products or services and overall strategic plans of organisation
• principles and concepts of marketing and evaluation methodologies
• situational analysis
• strengths, weaknesses, opportunities and threats (SWOT) analysis
• risk management strategies
• strategic, operational and tactical analysis techniques.

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:
• examples of previous marketing strategy, analyses and plans
• workplace documentation and resources relevant to performance evidence
• legislation, regulations, standards and codes relevant to organisational marketing strategies.
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': 'Accesses, analyses and evaluates information from a range of sources relating to the marketing process'}
• {'skill': 'Writing', 'description': 'Uses a range of writing styles to articulate complex concepts; Revises and edits documents based on feedback; Uses appropriate formats and grammatical structures to present information logically for different audiences'}
• {'skill': 'Oral Communication', 'description': 'Uses appropriate language and non-verbal features to explain and present information to a range of personnel; Uses active listening and questioning to elicit feedback and clarify or confirm understanding'}
• {'skill': 'Numeracy', 'description': 'Analyses complex numerical information on trend data, targets and budgets'}
• {'skill': 'Self-management', 'description': 'Works autonomously making high-level decisions to ensure organisational objectives and regulatory requirements are met; Understands own legal and ethical rights and responsibilities'}
• {'skill': 'Teamwork', 'description': 'Identifies importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how; Fosters a collaborative culture within own sphere of influence, facilitating a sense of commitment to shared goals'}
• {'skill': 'Planning and organising', 'description': 'Uses logical planning processes, and an increasingly intuitive understanding of context, to extract relevant details when conducting strategic analysis; Systematically analyses information to formulate and evaluate alternative strategies; Makes a range of critical and non-critical decisions in relatively complex situations, taking a range of factors into account'}
• {'skill': 'Technology', 'description': 'Uses a range of digital applications to access data, extract, organise, and integrate relevant information'}

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