Application

This unit describes the performance outcomes, skills and knowledge required to analyse internal and external business environments and develop and evaluate marketing strategies and plans for products and services.
The unit applies to all industry sectors, and to individuals in senior marketing or management roles. This may include those whose primary role is marketing related, or those for whom marketing is a part of a broader job responsibility.
Marketing strategies could be for a new or existing product or service, a small or medium-sized business organisation, a destination or a specific project, such as an event.
The skills in this unit must be applied in accordance with Commonwealth and State/Territory legislation, Australian/New Zealand standards and industry codes of practice.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

What You'll Learn

Assessment Requirements

Performance Evidence

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
• developing a detailed, realistic implementation and monitoring program specific to the product or service
• incorporating details of marketing techniques and distribution networks specific to the product or service
• identifying 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.

Knowledge Evidence

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
• 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.

Assessment Conditions

Skills must be demonstrated in an operational business environment. This can be:
• an industry workplace; or
• a simulated industry environment set up for the purposes of assessment.
Assessment must ensure access to:
• product or service for which market planning can be undertaken
• current information and communications technology to support the research and planning process
• stakeholders who contribute to the planning process and customers to whom products and services are marketed. These can be:
• those in an industry workplace who are assisted by the individual during the assessment process; or
• individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

Foundation Skills

• {'skill': 'Reading skills to:', 'description': 'research business and marketing information.'}
• {'skill': 'Planning and organising skills to:', 'description': 'coordinate planning and implementation processes.'}
• {'skill': 'Technology skills to:', 'description': 'evaluate the potential of current and emerging marketing technologies.'}

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