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 in the performance criteria is detailed below.
Customers may include:
new and existing customers
business customers
end customers
internal or external customers
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities
customers with routine or special needs.
Market research information may be:
electronic, e.g. database, intranet, virtual private network, ultranet, internet search
written, e.g. newspapers, annual reports, Australian Bureau of Statistics reports
visual media, e.g. videos, television news.
Elements of the business plan may include:
sales
marketing
purchasing and procurement
disposal
human resources
public relations
contingency
risk management
environmental impact.
Marketing strategies may vary according to:
product or service
business relationships
strategic imperative
sales strategy
promotional strategies and their duration, cycle, territory coverage and product or service focus demographics
economics
competition
social and cultural factors
political influences
legal factors
natural factors
technology.
Resource requirements may include:
people
materials
equipment and technology
budget
time.
Marketing mix may include:
promotions
product
price
place.
Monitoring marketing activities may include:
market control
market information
market planning
market structure
market share.
Evaluating marketing strategies may include:
location
product and service mix
packaging or presentation
quality factors (time, cost, variations)
access
continuity.
Marketing outcomes may be mapped or measured against:
key performance indicators
strategic objectives
market share
price
market and sales indicators
brand value
quality standards and criteria
performance benchmarks
milestones.

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 map how marketing strategies affect purchasing, inventory management, logistics, distribution, and sale of products and services
completion of accurate customer profiles by product or service
development of effective marketing strategies based on existing data
accurate determination of market mix
implementation of marketing strategies to achieve targets
coordination and understanding of internal and external personnel implementing marketing strategy
maintenance of customer satisfaction
evaluation and review of marketing strategies to improve market share and profitability of specific products or services.
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
product or service information
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
a detailed case study
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.