Unit of competency Outline

Date retreived
22/07/2026 7:55 AM AWST

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Develop and implement marketing strategies

Develop and implement marketing strategies

Unit of competency
National Code
SITXMPR502
State Code
WF811
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
18/01/2013
View on TGA
State Implementation and Classification
Approved Date
30/09/2014
Field of Education
080505 - Marketing
Original Release Date
30/09/2014
Nominal Hours
80
Description
This unit describes the performance outcomes, skills and knowledge required to analyse internal and external business environments and to develop and evaluate marketing strategies and plans for products and services.
Notes
Elements and Performance Criteria
1. Collect and analyse information on the internal business environment.
  • 1.1 Confirm core activities, customer base, business values and current business direction.
  • 1.2 Identify and analyse information on current and past marketing and its effectiveness.
  • 1.3 Review business performance information to identify strengths, weaknesses and critical success factors.
  • 1.4 Identify and record current capabilities and resources, including the need for specialist assistance.
  • 1.5 Record and report information according to organisational requirements.
2. Collect and analyse information on the external business environment.
  • 2.1 Identify and analyse information on expected market growth or decline with associated risk factors.
  • 2.2 Record and analyse projected changes in the labour force, population and economic activity.
  • 2.3 Gather and analyse comparative market information.
  • 2.4 Identify and analyse industry and customer trends and developments, including emerging technologies and innovations.
  • 2.5 Identify and analyse legal, ethical and sustainability issues and potential business impacts.
  • 2.6 Record and report information according to organisational requirements.
3. Develop marketing strategies.
  • 3.1 Identify and analyse opportunities based on internal and external market analysis.
  • 3.2 Explore new and innovative marketing approaches.
  • 3.3 Develop marketing strategies that are consistent with direction and values of the organisation.
  • 3.4 Integrate legal, ethical and sustainability considerations.
  • 3.5 Develop strategies in consultation with key stakeholders.
4. Prepare marketing plan.
  • 4.1 Formulate marketing plan that clearly communicates priorities, responsibilities, timelines and budgets.
  • 4.2 Provide timely opportunities for colleagues to contribute to marketing plan.
  • 4.3 Submit marketing plan for approval according to organisational policy.
5. Implement and monitor marketing activities.
  • 5.1 Implement and monitor activities detailed in plan according to schedule and contingencies.
  • 5.2 Produce marketing reports according to organisational policy.
  • 5.3 Share information on marketing activities with operational staff to maintain awareness of current organisational focus.
6. Conduct ongoing evaluation.
  • 6.1 Evaluate marketing activities using agreed methods and benchmarks.
  • 6.2 Make adjustments according to evaluation.
  • 6.3 Communicate and implement agreed changes.
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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Sources of information may include:
business advisory services
financial institutions
government agencies
industry associations
industry publications
Internet
official statistics
peers.
Capabilities and resources may include:
communication capabilities
ebusiness capacity
equipment capacity
financial resources
hours of operation
human resources
location and position
staff skill levels.
Comparative market information may include:
benchmarking
best practice information
competitor information.
Trends and developments may be:
demographic
ecological and environmental
economic
government activities
industrial
social and cultural
technological, including social media developments.
Legal, ethical and sustainability issuesmay relate to:
codes of practice
cultural expectations and influences
requirements of legislation and regulations
sustainability:
environmental
financial
social.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
research and critically analyse internal and external business environments
develop a marketing strategy and plan for a product or service that identifies current and relevant marketing issues and includes a detailed, realistic implementation program
integrate knowledge of marketing strategies, techniques and distribution networks for the product or service, including opportunities presented by new technologies
demonstrate knowledge of implementation and monitoring issues specific to the product or service.
Context of and specific resources for assessment
Assessment must ensure use of:
a real or simulated product or service for which market planning can be undertaken
current information and communications technology to support the research and planning process
a group of stakeholders who contribute to the planning process
customers to whom products and services are marketed.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
evaluation of the marketing aspects of a project conducted by the individual
evaluation of marketing plans prepared by the individual
use of case studies to assess application of marketing planning principles to different industry situations and contexts
review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.
Guidance information for assessment
The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, workplace and job role, for example:
SITTPPD503 Research and analyse tourism data.
Replaces
State Code National Code Title Type
S6729 SITXMPR005A Develop and manage marketing strategies Unit of competency
Replaced By
State Code National Code Title Type
AWQ20 SITXMPR007 Develop and implement marketing strategies Unit of competency