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, 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.
Marketing opportunity options may include:
cooperative ventures
exports
extending, expanding or otherwise changing an existing business
franchising
joint ventures
new businesses
new products or services for existing markets
new products or services for new markets
potential for greater penetration of existing markets with existing products or services
strategic alliances
take-overs
Marketing strategies may include:
achieving lower costs of production and distribution than competitors
creating a very different product line or service so that the business becomes a class leader in the industry
distribution
pricing, presentation and display of products or services
product design and packaging
product range and mix
promotion and advertising
pursuing cost leadership or product differentiation within a specialist market segment
Marketing performance review strategy may include:
comparative analysis
competitive analysis
life cycle models
product portfolio analysis
strengths, weaknesses, opportunities, threats (SWOT) analysis
value chain analysis
Legal and ethical requirements may include:
codes of practice
cultural expectations and influences
environmental issues
ethical principles
legislation
policies and guidelines
regulations
safety issues
security and privacy issues
social responsibilities
societal expectations
Marketing approaches may include:
differentiated target marketing
direct marketing
direct response marketing
e-business
mass distribution
mass marketing
personal selling
product variety marketing
promotion marketing
Marketing mix may include:
product or service variables such as:
technical features
design
quality
range
safety features
pricing
promotion
distribution
level of service

EVIDENCE GUIDE
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.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
devising, documenting and presenting a marketing plan detailing approaches and the marketing mix to achieve organisational marketing objectives.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources
access to strategic plans and marketing objectives.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
assessment of written marketing plans outlining marketing strategies and tactics to be used in achieving organisational marketing objectives
demonstration of techniques used to develop marketing strategies in conjunction with relevant persons
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentation of marketing plan to relevant persons
oral or written questioning
review of testimony from team members, colleagues, supervisors or managers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBMKG608A Develop organisational marketing objectives
other marketing units.