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Elements and Performance Criteria

  1. Analyse market information
  2. Develop a marketing plan
  3. Implement marketing activities
  4. Evaluate marketing performance

Evidence Required

What evidence is required to demonstrate competence for this standard as a whole

Competence in marketing products and services requires evidence of the ability to compare and contrast data from markets and determine suitable strategies Evidence must be demonstrated in the presentation of information for sales and decisionmaking purposes

The skills and knowledge required to market products and services must be transferable to a different work environment For example analysing industry structures for marketing purposes may also be used in understanding and developing a strategic plan

What specific knowledge is needed to achieve the performance criteria

Knowledge and understanding are essential to apply this standard in the workplace to transfer the skills to other contexts and to deal with unplanned events The knowledge requirements for this competency standard are listed below

price risk management

performance evaluation measures

competitors strengths and weaknesses

business planning process

customer relations policies

market conditions and forces

enterprise goals objectives and directions

markets and market analysis

communication and promotion skills

marketing principles and practice

principles of trend analysis

What specific skills are needed to achieve the performance criteria

To achieve the performance criteria appropriate literacy and numeracy levels as well as some complementary skills are required These include the ability to

analyse with regard to market research and assessments

manage information

communicate effectively in writing and verbally

converse and liaise with industry network staff and senior management

write reports for the understanding of staff and management

assess financial strategies and prepare budgets

What processes should be applied to this competency standard

There are a number of processes that are learnt throughout work and life which are required in all jobs They are fundamental processes and generally transferable to other work functions Some of these are covered by the key competencies although others may be added The questions below highlight how these processes are applied in this competency standard Following each question a number in brackets indicates the level to which the key competency needs to be demonstrated where not required perform the process perform and administer the process and perform administer and design the process

How can communication of ideas and information be applied

Information about the marketing plan may be explained to other persons involved in the promotional activities

How can information be collected analysed and organised

Information on the results of the marketing plan may be documented and organised by reports for future reference and analysis

How are activities planned and organised

Resources and materials necessary to implement the marketing plan may be scheduled to meet timetables and deadlines

How can team work be applied

In the application of methods and procedures to carry out the marketing plan in an effective and efficient manner

How can the use of mathematical ideas and techniques be applied

Estimation techniques may be necessary to determine returns expected from the marketing plan

How can problemsolving skills be applied

Problems may arise in the course of the program that may be addressed through adjustments of the resources or timetables

How can the use of technology be applied

Technology may be used to monitor record and distribute the marketing plan outcomes

Are there other competency standards that could be assessed with this one

This competency standard could be assessed on its own or in combination with other competencies relevant to the job function

There is essential information about assessing this competency standard for consistent performance and where and how it may be assessed in the Assessment Guidelines for this Training Package All users of these competency standards must have access to the Assessment Guidelines Further advice may also be sought from the relevant sector booklet

Range Statement

Range of Variables

The Range of Variables explains the range of contexts within which the performance and knowledge requirements of this standard may be assessed. The scope of variables chosen in training and assessment may depend on the work situations available

What markets may be researched?

Markets may include wholesalers, retailers, exporters, local, national and/or international customers, and private and public sector organisations and enterprises.

What legal constraints may be identified?

This may include compliance with relevant provisions of the Copyright Act and amendments, OHS legislation and regulations, consumer protection, freedom of information, industry codes of conduct, equal opportunity legislation, Trade Practices Act and the Telecommunications Act.

What types of information may be included in a marketing strategy?

Marketing strategies may include various information with regard to pricing, promotion, product quality, service standards and distribution channels.

What types of marketing techniques may be assessed?

Techniques may include vertical integration, exporting, targeting seasonal windows, niche marketing, and total quality management systems.

What market environment features may be assessed?

Market environment may include consumer trends, harvesting, handling and marketing methods, export opportunities, trade policies and seasonal influences.

What marketing options may be relevant to this standard

Options may include public relations, electronic, word of mouth, seminars, promotional material displays, prospectuses, web-site development, customer information brochures, telephone information lines, on-site only, post and fax.

What information may be included in a marketing plan?

This may include marketing objectives, budget, venue and location, agreed price, expected price, break-even price, risk management strategies, timing of sales, cash flow implications, spread sales, quantity and quality of product, and client contact pre-post sales.

What range of business plan objectives may be identified?

This may include sales volumes, market shares, turnover of stock and materials, increasing per capita returns, profits and higher dollar returns.

What types of objective assessment processes may be used?

This may include a review of existing sales data, cost-benefit analysis, break-even analysis, growth projection and asset valuation.

What measurable performance targets may be developed?

This may include price achieved, quantity sold, market demand, quality of product delivered and post-sale feedback.

What distribution channels may be used?

This may include sponsorship, direct marketing, point of sale promotions, newspaper, radio, multi-media (Internet) and television industry publications.

What enterprise requirements may apply to this standard?

SOP, industry standards, Total Quality Management standards, product labels, manufacturers specifications, MSDS, operators manuals, enterprise policies and procedures (including waste disposal, recycling and re-use), and reporting requirements.

What types of market changes may be applicable to this standard?

This may include consumer trends, harvesting, handling and marketing methods, export opportunities, trade cycles, trade policies, and seasonal conditions.

For more information on contexts, environment and variables for training and assessment, refer to the Sector Booklet.