Elements and Performance Criteria

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.
Research may include:
commissioned market research
data available from industry associations
information gained through industry networks
desk-based research, such as internet search
published reports on industry composition
search of publicly available annual reports for listed companies
search of publicly available business records.
Risks and opportunities may include:
changes to technology within the industry
cyclical economic changes
funding constraints
increased buying power of clients
increased internal costs
labour shortages
long-term economic changes within the market
new and emerging markets
new competition
skill shortages
strong competition.
Position within the market may include:
‘full service’ operator
aggressive cost competitor
geographic coverage
high service and higher cost competitor
niche or boutique operator.

Marketing strategy may include development of:
4Ps:
product
price
place (channel)
promotion (communications, advertising and selling)
budget and resourcing
environmental analysis
competitor analysis.

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.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
A person should demonstrate the ability to:
analyse the market and its users, products and services
identify a strategically sound position for the organisation following in-depth analysis of:
competitors
strengths, weaknesses, opportunities and threats within the market and organisation
demographic and other trends within the marketplace
niche opportunities
develop a marketing strategy
identify and secure new business requiring:
communication and personal skills to develop effective business relationships
tender preparation
sophisticated presentation skills to secure business
contract negotiation and finalisation.
Context of and specific resources for assessment
Assessment of this unit:
must be in the context of the work environment
may be conducted in an off-site context, provided it is realistic and sufficiently rigorous to cover all aspects of workplace performance, including task skills, task management skills, contingency management skills and job role environment skills
must meet relevant compliance requirements.
Resource implications for assessment include:
access to:
suitable assessment venue and equipment
suitable simulated or real opportunities and resources to demonstrate competence
assessment instruments.
Method of assessment
Assessment for this unit must verify the practical application of the required skills and knowledge, using one or more of the following methods:
written and/or oral assessment of the candidates required knowledge for the unit
observed, documented and/or firsthand testimonial evidence of the candidates
implementation of appropriate procedures and techniques for the safe, effective and efficient achievement of the required outcomes
identification of the relevant information and scope of the work required to meet the required outcomes
identification of viable options and the selection of options that best meet the required outcomes
consistently achieving the required outcomes.
Guidance information for assessment
This unit could be assessed on its own or in combination with other units relevant to the job function.
Where applicable, physical resources should include equipment modified for people with disabilities.
Access must be provided to appropriate learning and/or assessment support when required.
Assessment processes and techniques must be culturally appropriate, and appropriate to the language and literacy capacity of the candidate and the work being performed.