Elements and Performance Criteria

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. Add any 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.
Marketing and sales may relate to:
business-to-business marketing and sales
direct marketing and sales
ideas marketing and sales
marketing of goods
public sector marketing and sales
services marketing and sales
telemarketing and sales.
Relevant people may include:
advertising executives
business consultants
clients
graphic artists
key stakeholders
managers
members of industry associations
public relations consultants
real estate agents
solicitors
taxation and accounting practitioners.
Organisational requirements may be outlined and reflected in:
access and equity principles and practice guidelines
business and performance plans
complaint and dispute resolution procedures
goals, objectives, plans, systems and processes
legal and ethical requirements and codes of practice
mission statements and strategic plans
OHS policies, procedures and programs
policies and procedures in relation to client service

quality and continuous improvement processes and standards
quality assurance and procedure manuals.
Market information may be collected using a range of techniques such as:
discussions with colleagues and clients
documentation and reports
group workshops and brainstorming
industry associations
interviews and questionnaires
media, including newspaper, radio, television and industry magazines
organisational or industry-based surveys.
Characteristics of customer base to be considered may include:
attitude
business characteristics
consumer requirements
demographics
desired benefits
lifestyle
service usage
social and cultural factors.
Business equipment and technology may include:
computers
data storage devices
email
facsimile machines
internet, extranet and intranet
photocopiers
printers
scanners
software applications, such as databases and word applications.
Marketing and sales objectives may relate to:
local, regional and national sales
new tenants
promoting new property developments
targeting specific tenancy mix.
Activities may include:
business-to-business marketing and sales
direct marketing and sales
mail-outs
promotional strategies, such as:
advertising
canvassing
image and presentation
pricing
public relations
target markets by service type
use of internet and email.
Legislative and ethical requirements may be outlined and reflected in:
Australian standards
general duty of care to clients
home building requirements
privacy requirements
relevant federal, and state or territory legislation that affects organisational operation, including:
anti-discrimination and diversity
environmental issues
EEO
industrial relations
OHS
relevant industry codes of practice covering the market sector and industry, financial transactions, taxation, environment, construction, land use, native title, zoning, utilities use (water, gas and electricity), and contract or common law
strata, community and company titles

tenancy agreements
trade practices laws and guidelines.
Feedback may be obtained from:
clients and colleagues
competitors
documentation and reports
quality assurance data
questionnaires
regular meetings
surveys.

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.
Overview of assessment
This unit of competency could be assessed through practical demonstration of developing a property marketing and sales strategy. Targeted written (including alternative formats where necessary) or verbal questioning to assess the candidate's underpinning knowledge would provide additional supporting evidence of competence. The demonstration and questioning would include collecting evidence of the candidate's knowledge and application of ethical standards and relevant federal, and state or territory legislation and regulations. This assessment may be carried out in a simulated or workplace environment.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
A person who demonstrates competency in this unit must be able to provide evidence of:
accurately determining marketing and sales requirements and client objectives
collecting and analysing current market and sales information
identifying marketing and sales activities and required resources and incorporating into a property marketing and sales strategy
knowledge of organisation's practices, ethical standards and legislative requirements associated with developing and implementing a property marketing and sales strategy

obtaining feedback and collecting data to review success of marketing and sales strategy
selecting a range of suitable marketing and sales options.
Context of and specific resources for assessment
Resource implications for assessment include:
access to suitable simulated or real opportunities and resources to demonstrate competence
assessment instruments that may include personal planner and assessment record book
access to a registered provider of assessment services.
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.
Validity and sufficiency of evidence require that:
competency will need to be demonstrated over a period of time reflecting the scope of the role and the practical requirements of the workplace
where the assessment is part of a structured learning experience the evidence collected must relate to a number of performances assessed at different points in time and separated by further learning and practice with a decision of competence only taken at the point when the assessor has complete confidence in the person's competence
all assessment that is part of a structured learning experience must include a combination of direct, indirect and supplementary evidence
where assessment is for the purpose of recognition (RCC/RPL), the evidence provided will need to be current and show that it represents competency demonstrated over a period of time
assessment can be through simulated project-based activity and must include evidence relating to each of the elements in this unit.

In all cases where practical assessment is used it will be combined with targeted questioning to assess the underpinning knowledge. Questioning will be undertaken in such a manner as is appropriate to the language and literacy levels of the candidate and any cultural issues that may affect responses to the questions, and will reflect the requirements of the competency and the work being performed.