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

interpersonal communication skills to

coordinate personnel

seek feedback through clear and direct communication

ask questions to identify and confirm requirements

share information

give instructions

use language and concepts appropriate to cultural differences

use and interpret nonverbal communication

literacy and numerical skills related to

reading and understanding business policy and procedures

reading and interpreting a range of written documentation

recording data

data analysis

pricing

research skills

investigation of previous marketing campaigns and historical data

planning marketing strategy consistent with principles and practices of marketing

developing effective segmentation targeting and positioning strategies for a specific product based on available information

developing and implementing marketing strategies and campaigns in an analytic and efficient manner

The following knowledge must be assessed as part of this unit

research methods

principles and practices of marketing including

product development cycle

price adjustment strategies

segmentation targeting and positioning

business policy and procedures in regard to

marketing sales promotion and advertising

appropriate marketing strategies for a range of products and specific markets

planning integration of development and maintenance functions

logistics

determining customer needs expectations and satisfaction levels

relevant legislation affecting marketing activities

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 TrainingPackage

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

ability to map how marketing strategies affect purchasing inventory management logistics distribution and sale of products and services

completion of accurate customer profiles by product or service

development of effective marketing strategies based on existing data

accurate determination of market mix

implementation of marketing strategies to achieve targets

coordination and understanding of internal and external personnel implementing marketing strategy

maintenance of customer satisfaction

evaluation and review of marketing strategies to improve market share and profitability of specific products or services

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

product or service information

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

thirdparty reports from a supervisor

a detailed case study

written or verbal questioning to assess knowledge and understanding

review of portfolios of evidence and thirdparty workplace reports of onthejob 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

Customers may include:

Market research information may be:

Elements of the business plan may include:

Marketing strategies may vary according to:

Resource requirements may include:

Marketing mix may include:

Monitoring marketing activities may include:

Evaluating marketing strategies may include:

Marketing outcomes may be mapped or measured against: