Elements and Performance Criteria

The Range of Variables explains the range of contexts within which the performance and knowledge requirements of this standard may be assessed. The scope of variables chosen in training and assessment may depend on the work contexts.

What information might be relevant to this standard
Sales data, expected revenues, expenditure, attributable costs, market share figures, trends in consumer purchases, demographic data, borrowing costs, transport costs, and delivery times.

How can information be researched?
Through Internet, trade magazines, commercial sources, newspapers, library searches, anecdote, and annual reports of companies.

What strengths and weaknesses of own products might be identified?
Packaging and presentation, relative prices, sales outlets and distribution, proximity to markets, customer feedback, complementarity of other products and services, technical support and warranties, availability of consumer information, and the provision of relevant OHS information.

What promotional materials might be created?
Mass media advertising, Internet advertising and distribution, leaflets and flyers, trade articles, and seminar materials. Information may include region branding, promotion of health benefits, celebrity endorsement, industry compliance, and quality certification.

What product documentation might be distributed?
Content and ingredient information, environmental protection information, food standards compliance, labelling, invoices and orders, discount offers and bulk buying options, enterprise profiles, longevity of suppliers, and company endorsements.

What criteria may be relevant to this standard?
Achieving or not achieving sales targets, increased access to new markets, customer/client feedback, level of public/purchaser awareness, increased recognition rates of products, and market penetration.

What information might be relevant to this standard
Sales data, expected revenues, expenditure, attributable costs, market share figures, trends in consumer purchases, demographic data, borrowing costs, transport costs, and delivery times.

How can information be researched?
Through Internet, trade magazines, commercial sources, newspapers, library searches, anecdote, and annual reports of companies.

What strengths and weaknesses of own products might be identified?
Packaging and presentation, relative prices, sales outlets and distribution, proximity to markets, customer feedback, complementarity of other products and services, technical support and warranties, availability of consumer information, and the provision of relevant OHS information.

What promotional materials might be created?
Mass media advertising, Internet advertising and distribution, leaflets and flyers, trade articles, and seminar materials. Information may include region branding, promotion of health benefits, celebrity endorsement, industry compliance, and quality certification.

What product documentation might be distributed?
Content and ingredient information, environmental protection information, food standards compliance, labelling, invoices and orders, discount offers and bulk buying options, enterprise profiles, longevity of suppliers, and company endorsements.

What criteria may be relevant to this standard?
Achieving or not achieving sales targets, increased access to new markets, customer/client feedback, level of public/purchaser awareness, increased recognition rates of products, and market penetration.

What evidence is required to demonstrate competence for this standard as a whole?
Competence to develop a marketing plan requires evidence of the ability to research, analyse and evaluate market information to compare and contrast data and plan appropriate programs. Evidence must be demonstrated in the presentation of data on markets and the capacity to make decisions. The skills and knowledge required must be transferable to a different work environment. For example, this could include different products, promotional strategies and enterprise procedures and policies.
What specific knowledge is needed to achieve the performance criteria?

Knowledge and understanding are essential to apply this standard in the workplace, to transfer the skills to other contexts, and to deal with unplanned events. The knowledge requirements for this competency standard are listed below:

financial management and budgeting
rural organisations policies and procedures for marketing and promotions
sales and marketing principles and practices
sound knowledge of promotional activities including, trade shows, in-house promotions, advertising, public relations, familiarisations, signage and display
relevant State/Territory legislative requirements with regard to OHS and risk management procedures for management of promotional activities
legal issues that affect marketing activities (trade practices, Fair Trading Acts, Sales of Goods Acts)
industry and marketing knowledge including sales networks and distribution systems, and customer trends and preferences
demographic studies and their application in the development of a marketing plan.

What specific skills are needed to achieve the performance criteria?

To achieve the performance criteria, some complementary skills are required. These include the ability to:

analyse, research information and develop a marketing plan
implement and evaluate a marketing plan
ability to negotiate at all levels
research and determine the best marketing options in order to achieve the organisations objectives
problem solve to overcome impediments
manage time
evaluate performance targets and recommend modifications or improvements
collect and analyse data to assess marketing alternatives
make presentations to groups
plan to manage promotional activities
communicate written and oral information, and prepare reports and documentation
calculate data and manage budgets.

Are there other competency standards that could be assessed with this one?
This competency standard

Essential Assessment Information
There is essential information about

What specific knowledge is needed to achieve the performance criteria?

Knowledge and understanding are essential to apply this standard in the workplace, to transfer the skills to other contexts, and to deal with unplanned events. The knowledge requirements for this competency standard are listed below:

financial management and budgeting
rural organisations policies and procedures for marketing and promotions
sales and marketing principles and practices
sound knowledge of promotional activities including, trade shows, in-house promotions, advertising, public relations, familiarisations, signage and display
relevant State/Territory legislative requirements with regard to OHS and risk management procedures for management of promotional activities
legal issues that affect marketing activities (trade practices, Fair Trading Acts, Sales of Goods Acts)
industry and marketing knowledge including sales networks and distribution systems, and customer trends and preferences
demographic studies and their application in the development of a marketing plan.

What specific skills are needed to achieve the performance criteria?

To achieve the performance criteria, some complementary skills are required. These include the ability to:

analyse, research information and develop a marketing plan
implement and evaluate a marketing plan
ability to negotiate at all levels
research and determine the best marketing options in order to achieve the organisations objectives
problem solve to overcome impediments
manage time
evaluate performance targets and recommend modifications or improvements
collect and analyse data to assess marketing alternatives
make presentations to groups
plan to manage promotional activities
communicate written and oral information, and prepare reports and documentation
calculate data and manage budgets.

Are there other competency standards that could be assessed with this one?
This competency standard

Essential Assessment Information
There is essential information about

There are a number of processes that are learnt throughout work and life, which are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies, although others may be added. The questions below highlight how these processes are applied in this competency standard. Following each question a number in brackets indicates the level to which the key competency needs to be demonstrated where 0 = not required, 1 = perform the process, 2 = perform and administer the process and 3 = perform, administer and design the process.
Communicating ideas and information
Information and ideas with regard to the marketing strategy may be explained and discussed with other persons involved with planning. (3)

Communicating ideas and information
Information and ideas with regard to the marketing strategy may be explained and discussed with other persons involved with planning. (3)

Collecting analysing and organising information
Findings and feedback on the results of the marketing plan may be collated and recorded for analysis, and organised by reports. (3)

Collecting analysing and organising information
Findings and feedback on the results of the marketing plan may be collated and recorded for analysis, and organised by reports. (3)

Planning and organising activities
Resources and materials necessary to the marketing plan may need to be scheduled to meet timetables and deadlines. (3)

Planning and organising activities
Resources and materials necessary to the marketing plan may need to be scheduled to meet timetables and deadlines. (3)

Working with others and in teams
The implementation of the marketing plan may need input and advice from others to meet timetables and deadlines. (3)

Working with others and in teams
The implementation of the marketing plan may need input and advice from others to meet timetables and deadlines. (3)

Using mathematical ideas and techniques
Estimation techniques may be necessary to determine returns expected from the marketing plan. (3)

Using mathematical ideas and techniques
Estimation techniques may be necessary to determine returns expected from the marketing plan. (3)

Solving problems
Problems may arise in the course of the program that need to be addressed through adjustments of the resources or timetables. (3)

Solving problems
Problems may arise in the course of the program that need to be addressed through adjustments of the resources or timetables. (3)

Using technology
Technology may be used to monitor, record and distribute results of the marketing plan. (3)

Using technology
Technology may be used to monitor, record and distribute results of the marketing plan. (3)