This unit focuses on the establishment of strategic marketing goals and performance indicators, including predicting trends, positioning products in the market, and implementing the plan in collaboration with relevant personnel.
This unit describes the performance outcomes, skills and knowledge required to collaboratively plan, implement and monitor strategic marketing for a wholesale business or business unit.
You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)
Prerequisites
Nil
Employability Skills
The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.
Evidence Required
List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
accesses and interprets reliable and current information to predict trends and set marketing goals
aligns marketing strategies and key performance indicators with strategic and business plans
develops and implements processes and mechanisms to monitor marketing strategies
utilises collaborative and consultative processes when developing a marketing plan
develops realistic plans for achieving sustainable market positioning for a service or product
completes an approved marketing strategy for a business service or product.
Context of and specific resources for assessment
Assessment must ensure access to:
a real or simulated work environment
relevant documentation, such as:
business policy and procedures manuals
sales and service delivery targets and plans
records of sales
strategic plans
information on the internal and external operating environment
a market.
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of the candidate in the workplace
third-party reports from a supervisor
research reports
written or verbal questioning to assess knowledge and understanding
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Assessing employability skills
Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.
Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here
Assessment task 1: [title] Due date:
(add new lines for each of the assessment tasks)
Assessment Tasks
Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.
This section describes the essential skills and knowledge and their level, required for this unit.
The following skills must be assessed as part of this unit:
achieve sustainable market positioning
set performance indicators
goal-setting, prediction of trends, coordination and development of marketing plan measuring trends and their impact on planned outcomes
set strategies that best advance specific products or services within a given market context and timeframe
identify and correctly use software and technology
awareness of relevant industrial or legislative requirements
recommend improvement to marketing plan, measures and planning processes
interpersonal communication skills to:
communication clearly and directly
ask questions to identify and confirm requirements
use language and concepts appropriate to cultural differences
use and interpret non-verbal communication.
The following knowledge must be assessed as part of this unit:
techniques and procedures for researching (for goal-setting and performance indicators) and analysing key elements of a plan
positioning products for sustained market advantage
current market performance of a business and specific products and services
collection and organisation of appropriate information
business policy and procedures
planning techniques
team leadership and collaborative techniques
decision-making techniques
collaborative problem-solving strategies
approval processes and key personnel
OHS aspects of job
relevant commercial law and legislation.
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 in the performance criteria is detailed below.
Marketing goals may vary according to:
agreed procurement process
business culture
current market position
merchandise and product range
pricing, labelling and packaging requirements
product range.
Strategic performance indicators may relate to:
business unit, for example:
team
function
sales revenue
location
promotion frequency
product area, for example:
category
brand
market segment
brand recognition
distribution.
Marketing guidelines may vary to accommodate territory variations in:
business products or services
demographics
economics
competition
social and cultural factors
political influences
legal factors
natural factors
technology.
Market may be:
local
national
regional
international.
Resource requirements may include:
people
materials
equipment and technology
budget
time.
Team members may:
come from a variety of social, cultural or ethnic backgrounds
vary in literacy and numeracy skills
vary in competencies.
Strategic planning objectives may relate to:
technology
time management
standards of work
quality
quantity
human relations, personal development
legal issues
internal and external operating environments
implementation of policies and procedures
development and communication of ideas
development of product and service provision
problem solving
financial control and accounting
profits
management systems
inventory control
loss prevention.
Monitoring markets may include:
market information
market planning
market structure
market share
Methods used to analyse data may include:
qualitative
quantitative.
Modelling of market trends may take into account:
relevant business policy and procedures
relevant legislation and statutory requirements
type of products and services provided
size, type and location of business
business merchandise range
characteristics of specific products or services
customer demographics
customer confidence and expectations.
Market assessment may include:
structure of and 'players' in the market
market capability
market maturity
market strength
factors and conditions that affect supply
potential impact of intended contracting activity.
Internal and external stakeholders may include:
staff members
teams
management
other professional or technical staff
suppliers
relevant external consultants.
Mechanisms to monitor, report and evaluate results may include:
contact history
purchase requests and orders
tender submissions and proposals
invoices and payment requests
statements and petty cash vouchers
offer and contract documents
evaluation process documentation
records of supplier performance
financial statements.
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.
Observation Checklist
Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice
Yes
No
Comments/feedback
Analyse suggestions for adjustments or changes to marketing goals.
Develop strategic performance indicators to underpin marketing strategies by business unit or product area.
Formulate marketing guidelines by business unit or product area.
Differentiate market segments.
Develop new market entry strategies by market segment as required.
Collaboratively develop goals and performance indicators for a strategic marketing plan.
Identify key result areas and set key performance indicators for relevant components of the strategic marketing plan.
Determine resource requirements for a team to meet strategic marketing plan objectives or key performance indicators.
Ensure final strategic marketing plan conforms to, and assists achievement of, business and strategic planning objectives and projections.
Monitor markets and analyse data according to marketing and business plans.
Prepare special market reports to agreed format, timing and level of detail.
Model and analyse market trends.
Anticipate market trends.
Develop market assessment measures to evaluate impact of forecasts on market demand.
Analyse future forecasts of market demand.
Analyse market position for the business in relation to major competitors.
Evaluate strategies best suited to enhance market advantages, within a product or service area, with particular reference to supply continuity, product and service mix, distribution, quality factors (e.g. time, cost, and variations), access and brand recognition.
Analyse potential competitors for the businesses' market position.
Foster cooperation between different teams and operational areas to establish effective planning and monitoring frameworks for the marketing plan.
Coordinate meetings and incorporate input from internal and external stakeholders into the strategic marketing plan.
Set action plans and priorities for the strategic marketing plan.
Ensure opportunities and processes exist for informed decisions and adjustments to be made to marketing budgets and targets.
Manage development of the strategic marketing plan to meet the overall business planning cycle.
Develop policies and procedures for implementation and communication of strategic marketing plan.
Establish and apply approval process for amendment and replacement of key performance indicators within the strategic marketing plan.
Establish action planning processes and procedures.
Establish mechanisms to monitor, report and evaluate attainment of key performance indicators and key result areas.
Submit recommendations to improve information management, collection and analysis relating to strategic marketing plan implementation to relevant executive managers.
Forms
Assessment Cover Sheet
SIRXMPR007A - Devise a strategic marketing plan
Assessment task 1: [title]
Student name:
Student ID:
I declare that the assessment tasks submitted for this unit are my own work.
Student signature:
Result: Competent Not yet competent
Feedback to student
Assessor name:
Signature:
Date:
Assessment Record Sheet
SIRXMPR007A - Devise a strategic marketing plan
Student name:
Student ID:
Assessment task 1: [title] Result: Competent Not yet competent
(add lines for each task)
Feedback to student:
Overall assessment result: Competent Not yet competent