Unit of competency Outline
Date retreived
22/07/2026 11:38 PM AWST
22/07/2026 11:38 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Devise a strategic marketing plan
Devise a strategic marketing plan
Unit of competency
National Code
SIRXMPR007A
SIRXMPR007A
State Code
S6166
S6166
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
05/04/2012
Field of Education
080505 - Marketing
Original Release Date
05/04/2012
Nominal Hours
60
Description
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.
Notes
Elements and Performance Criteria
1. Set strategic marketing goals and performance indicators.
- 1.1.Analyse suggestions for adjustments or changes to marketing goals.
- 1.2.Develop strategic performance indicators to underpin marketing strategies by business unit or product area.
- 1.3.Formulate marketing guidelines by business unit or product area.
- 1.4.Differentiate market segments.
- 1.5.Develop new market entry strategies by market segment as required.
- 1.6.Collaboratively develop goals and performance indicators for a strategic marketing plan.
- 1.7.Identify key result areas and set key performance indicators for relevant components of the strategic marketing plan.
- 1.8.Determine resource requirements for a team to meet strategic marketing plan objectives or key performance indicators.
- 1.9.Ensure final strategic marketing plan conforms to, and assists achievement of, business and strategic planning objectives and projections.
2. Predict trends.
- 2.1.Monitor markets and analyse data according to marketing and business plans.
- 2.2.Prepare special market reports to agreed format, timing and level of detail.
- 2.3.Model and analyse market trends.
- 2.4.Anticipate market trends.
3. Position products and services to gain sustainable market advantage.
- 3.1.Develop market assessment measures to evaluate impact of forecasts on market demand.
- 3.2.Analyse future forecasts of market demand.
- 3.3.Analyse market position for the business in relation to major competitors.
- 3.4.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.
- 3.5.Analyse potential competitors for the business’s market position.
4. Maximise planning and monitoring frameworks.
- 4.1.Foster cooperation between different teams and operational areas to establish effective planning and monitoring frameworks for the marketing plan.
- 4.2.Coordinate meetings and incorporate input from internal and external stakeholders into the strategic marketing plan.
- 4.3.Set action plans and priorities for the strategic marketing plan.
- 4.4.Ensure opportunities and processes exist for informed decisions and adjustments to be made to marketing budgets and targets.
- 4.5.Manage development of the strategic marketing plan to meet the overall business planning cycle.
5. Implement the strategic marketing plan.
- 5.1.Develop policies and procedures for implementation and communication of strategic marketing plan.
- 5.2.Establish and apply approval process for amendment and replacement of key performance indicators within the strategic marketing plan.
- 5.3.Establish action planning processes and procedures.
- 5.4.Establish mechanisms to monitor, report and evaluate attainment of key performance indicators and key result areas.
- 5.5.Submit recommendations to improve information management, collection and analysis relating to strategic marketing plan implementation to relevant executive managers.
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.
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.
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.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
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.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AWX03 | SIRXMKT005 | Develop a marketing strategy | Unit of competency |
