Unit of competency Outline

Date retreived
22/07/2026 6:08 AM 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.

Develop and manage marketing strategies

Develop and manage marketing strategies

Unit of competency
National Code
SITXMPR005A
State Code
S6729
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
12/11/2010
View on TGA
State Implementation and Classification
Approved Date
03/12/2010
Field of Education
080505 - Marketing
Original Release Date
03/12/2010
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to develop and manage marketing strategies, including developing a marketing plan. The actual conduct of activities that generally takes place within the framework of marketing plans is covered in various other units such as SITXMPR001A Coordinate production of brochures and marketing materials, and SITXMPR004A Coordinate marketing activities.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1 Collect and analyse information on the internal business environment.
  • 1.1 Identify and 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 performance information from all areas of the business 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 Identify any under-performing products and services and analyse and report on reasons for under-performance.
  • 1.6 Record and report information according to organisation 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 issues and technology.
  • 2.5 Identify and analyse legal, ethical and environmental constraints of the market and potential business impacts.
  • 2.6 Record and report information according to organisation requirements.
3 Develop marketing strategies.
  • 3.1 Identify and analyse specific opportunities based on internal and external market analysis.
  • 3.2 Develop marketing strategies that are consistent with direction, values and business plans of the organisation.
  • 3.3 Ensure marketing strategies meet legal and ethical constraints.
  • 3.4 Develop strategies in consultation with key stakeholders.
4 Prepare marketing plan.
  • 4.1 Formulate marketing plan to clearly communicate all priorities, responsibilities, timelines and budgets.
  • 4.2 Provide timely opportunities for colleagues to contribute to marketing plan.
  • 4.3 Submit marketing plan for approval where appropriate according to organisation policy.
5 Implement and monitor marketing activities.
  • 5.1 Implement and monitor activities detailed in the plan in a cost-efficient manner and according to schedule and contingencies.
  • 5.2 Produce marketing reports according to organisation policy.
  • 5.3 Share information on marketing activities with operational staff to maintain awareness of current organisation 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 promptly.
RANGE STATEMENT
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.

Sources of information may include:
peers
internet
official statistics
government agencies
industry associations
business advisory services
financial institutions
industry publications.


Capabilities and resources may include:
human resources
financial resources
equipment capacity
staff skill levels
hours of operation
communication capabilities
location and position
e-business capacity.


Comparative market information may include:
best practice information
benchmarking
competitor information.


Trends and developments may be:
economic
ecological and environmental
government activities
social and cultural
demographic
technological
industrial.


Legal and ethical constraints may include:
legislation
regulations
codes of practice
cultural expectations and influences
social responsibilities, such as protection of children and environmental protection.
EVIDENCE GUIDE
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:
ability to develop a marketing strategy and plan for a specific tourism or hospitality product, service or organisation that identify current and relevant industry organisation marketing issues and include a detailed, realistic implementation program
knowledge and understanding of specific implementation and monitoring issues
project or work activities conducted over a period of time to allow the candidate to develop and implement a marketing strategy for a given product or service
development and implementation of a marketing strategy that targets and involves individuals or businesses with a genuine interest or potential in purchasing the product or service.


Context of and specific resources for assessment
Assessment must ensure:
involvement of stakeholders in the planning process
involvement of customers to whom products and services are marketed.


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:
evaluation of the marketing aspects of a project conducted by the candidate, either alone or in conjunction with industry
evaluation of reports prepared by the candidate detailing marketing plans and results achieved
case studies to assess application of marketing planning to different industry situations and contexts
review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.
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 with other relevant units that make up the skill set or qualification and in the context of the job role.
Replaces
State Code National Code Title Type
E2014 THHGLE12B Develop and manage marketing strategies Unit of competency
Replaced By
State Code National Code Title Type
WF811 SITXMPR502 Develop and implement marketing strategies Unit of competency