Unit of competency Outline

Date retreived
22/07/2026 4:08 PM AWST

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Manage marketing requirements

Manage marketing requirements

Unit of competency
National Code
PUAPRS20529B
State Code
WG165
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
3.00
Current Release Date
13/03/2013
View on TGA
State Implementation and Classification
Approved Date
21/03/2013
Field of Education
080505 - Marketing
Original Release Date
21/03/2013
Nominal Hours
65
Description
This unit covers competency in managing the marketing of the entrepreneurial activities of the organisation.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Evaluate markets and organisation’s capacity for service
  • 1.1 Markets for existing or new service/product opportunities for the organisation are identified, researched and analysed for possible entry and/or development
  • 1.2 An audit of existing service capacities is undertaken to identify scope for increased service provision
  • 1.3 Preferred business profile is identified from business plans and other organisational documentation
  • 1.4 Economic, community environmental and political trends are assessed for relevance against the organisation’s profile
2. Develop marketing strategies and plans
  • 2.1 Alternative and innovative marketing strategies for the organisation are identified and compared with existing systems
  • 2.2 Services and markets for the organisation are clearly identified from reliable information
  • 2.3 Marketing strategies incorporate suitable advice from qualified marketing professionals if required
  • 2.4 Marketing service organisations are identified and services accessed where appropriate
  • 2.5 Cost-effective promotional plans and pricing strategies are developed for services.
  • 2.6 Proposed service/product is tested to verify demand, strategies, cost and ability to deliver
3. Implement marketing strategies
  • 3.1 Suitable advertising and other promotional strategies are evaluated for cost-effectiveness
  • 3.2 Plans, schedules and targets are set for the introduction of new or improved services
  • 3.3 The organisation’s marketing strategy and each employee’s role and responsibility within it are communicated to relevant personnel
  • 3.4 Plans take into account the nature of the target client and business and seasonal cycles
  • 3.5 Planned measures are taken to educate clients in value-added services provided by the organisation
  • 3.6 Implementation is directed toward achieving outcomes defined in the marketing strategy
4. Monitor marketing strategy
  • 4.1 Evaluation criteria to assess the effectiveness of marketing are established
  • 4.2 Accurate records are kept against evaluation criteria to enable reliable decisions on performance to be made
  • 4.3 Marketing strategy is regularly adjusted in response to monitoring of performance
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.
Community, environment, political trends may include:
conservation
crime trends
degree of knowledge
news coverage
popular attitudes
stability
security issues
Plans may include:
budgets
business plans
marketing plans
Marketing strategies may include:
target markets by client group
location
core function
service type
internal and external clients
Service organisations may include:
advertising agencies
marketing consultants
industry associations
Promotional plans take account of:
objectives of the promotion
venue and location
duration
style and format of the promotion
technical equipment required
number of invitees
promotional materials
budget
control of invitations
staffing implications
possible cooperative approaches with other organisations
organisation goals
mission
vision to ensure marketing profile
impact of government legislation on marketing functions
Promotional strategies may include:
a combination of:
pricing
public relations
image and presentation
advertising
community education
involvement
Assessment of existing capacity may include:
competency levels
geographic location
condition and type of facilities and equipment
current workloads
new technology
Evaluation criteria may include:
volume of billed business
public response rates
cost per lead
conversion rates
surveys on attitudes
views of company
Critical aspects for assessment and evidence required to demonstrate competency in this unit
It is essential for this unit that competence be demonstrated in:
demonstrated capacity to develop marketing strategy from given data and evaluate strategy
demonstrated knowledge of a range of promotional strategies
Consistency in performance
Evidence is best obtained by citing a marketing strategy prepared for normal organisation operating conditions, including evidence of process followed
Context of and specific resources for assessment
Context of assessment
On the job or in a simulated work environment
Specific resources for assessment
No special requirements
Method of assessment
In a public safety environment assessment is usually conducted via direct observation in a training environment or in the workplace via subject matter supervision and/or mentoring, which is typically recorded in a competency workbook.
Assessment is completed using appropriately qualified assessors who select the most appropriate method of assessment.
Assessment may occur in an operational environment or in an agency-approved simulated work environment. Forms of assessment that are typically used include:
direct observation
interviewing the candidate
journals and workplace documentation
third party reports from supervisors
written or oral questions
Replaced By
State Code National Code Title Type
OAX88 PUAPRS205 Manage marketing requirements Unit of competency
No information