ELEMENT

PERFORMANCE CRITERIA

1 Use marketing plan to coordinate marketing activities

1.1 The marketing plan is used to guide the conduct of day to day marketing activities.

1.2 Activities are conducted in a manner that makes maximum use of available resources and materials to enhance the quality of the activity and the image of the organisation.

1.3 Activities are conducted in a manner that maximises the opportunity to meet financial targets.

2 Establish business relationships

2.1 Professional relationships with customers and industry colleagues are established within their correct cultural context in a manner that promotes goodwill and trust.

2.2 Opportunities to liaise with customers and colleagues are taken up wherever possible.

2.3 Discussions and negotiations with customers and colleagues are conducted in a professional manner within the relevant cultural context.

3 Monitor the market

3.1 Changes and major issues in the marketplace are correctly identified.

3.2 Market intelligence gained during the implementation of marketing activities is communicated to appropriate colleagues on a regular basis.

4 Prepare marketing reports

4.1 Reports are prepared according to organisational requirements in a manner that provides clear and concise information to those responsible for market planning.

4.2 Recommendations for improving the effectiveness of activities are made to the appropriate authority based on practical experience in the implementation of the marketing plan.

This describes the essential skills and knowledge and their level, required for this unit

Required Skills

networking and liaising

writing reports

communicating with the community and local businesses

promoting the organisation

Required Knowledge

marketing principles and techniques

needs of relevant cultural groups

local knowledge of relevant businesses and groups

Overview of assessment requirements

A person who demonstrates competency in this unit will be able to perform the outcomes described in the Elements to the required performance level detailed in the Performance Criteria. The knowledge and skill requirements described in the Range Statement must also be demonstrated. For example, knowledge of the legislative framework and safe work practices that underpin the performance of the unit are also required to be demonstrated.

Critical aspects of evidence to be considered

Activities are in line with marketing plan.

Business relationships are established.

Market is monitored.

Context of assessment

On the job or in a simulated work environment.

Method of assessment

The following assessment methods are suggested:

observation of the learner performing a range of workplace tasks over sufficient time to demonstrate handling of a range of contingencies

written and/or oral questioning to assess knowledge and understanding

completion of workplace documentation

third-party reports from experienced practitioners

completion of self-paced learning materials including personal reflection and feedback from trainer, coach or supervisor

Evidence required for demonstration of consistent performance

Evidence will need to be gathered over time across a range of variables.

Resource implications

Access to a workplace or simulated case study that incorporates simulated marketing activities and consultations.

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.

Guide the conduct of activities may include:

prioritising and scheduling activities

setting targets and objectives

determining evaluation methods

Marketing activities may include:

advertising

use and maintenance of promotional materials

display networks

industry relations and liaison

public relations

promotional events

cooperative marketing

Identification of change in market place may:

be based on day to day contact with customers

include market response to marketing activities

include evaluation of competition

include product and price changes

include market research