Elements and Performance Criteria
- Devise marketing strategies
- Evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process
- Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources
- Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
- Develop feasible marketing strategies and communicate reasons that justifies their selection
- Ensure strategies align with organisation’s strategic direction
- Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives
- Plan marketing tactics
- Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible
- Identify coordination and monitoring mechanisms for scheduled activities
- Ensure tactics are achievable within organisation’s projected capabilities and budget
- Ensure tactics meet legal and ethical requirements
- Ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary
- Prepare and present a marketing plan
- Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix
- Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics
- Present marketing plan for approval in the required format and timeframe
- Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe