Unit Descriptor

This unit covers strategic management of the marketing process and the management of marketing personnel.

This unit is related to BSBMKG504A Implement a marketing solution. Consider co-assessment with BSBMKG604A Develop and manage direct marketing campaigns and BSBMKG606A Manage international marketing programs

Element

Performance Criteria

1. Scope marketing opportunities

1.1

Marketing opportunities are identified and analysed in terms of their viability and likely contribution to the business

1.2

An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each marketing opportunity

1.3

Opportunities are analysed in terms of their likely fit with the organisation's goals and capabilities

1.4

Each opportunity is evaluated to determine its likely impact on current business and customer base

2. Develop marketing strategies

2.1

The characteristics of the business, its existing key products or services, marketing performance and any new marketing opportunities are analysed to determine a focus for marketing activities

2.2

Characteristics of the customer base and target market/s are evaluated as a basis for marketing strategies

2.3

Marketing objectives and strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of the business

2.4

Marketing strategies address the aim and targets of the organisation's business plan

2.5

Marketing strategies meet legal and ethical requirements

Unit Descriptor

Element

Performance Criteria

1. Formulate strategic marketing objectives

1.1

The organisation's strategic direction is confirmed and its impact on marketing activities identified

1.2

Marketing performance is reviewed and key result areas of strategic significance identified

1.3

situational analysis is undertaken to identify future marketing opportunities

1.4

The legal, ethical and environmental constraints of the market are identified and their effect on marketing objectives determined

Long term strategic objectives and related key performance indicators are formulated by product or service, market segment and overall market

1.5

A risk management strategy is developed to manage contingencies and ensure marketing objectives are met in accordance with overall organisational requirements

2. Manage marketing performance

2.1

Marketing effort is managed to ensure it is directed towards areas of greatest potential for the organisation

2.2

The integration of marketing, promotional and sales activities is managed in accordance with strategic marketing objectives

2.3

Product, pricing and distribution policies are monitored in relation to market changes, the objectives of the marketing plan and organisational requirements

2.4

Overall marketing progress is monitored against performance targets to ensure activity, quality, cost, and time requirements are met

3. Manage marketing personnel*

3.1

Strategic marketing objectives are communicated across the organisation in ways suited to the levels of knowledge, experience and any specific needs of personnel

3.2

The roles, responsibilities and accountabilities of staff and contractors involved in all elements of the marketing effort are identified and agreed

3.3

A communication strategy is developed to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives

3.4

Mentoring and coaching is provided to support individuals/teams use resources to the required standard

3.5

Performance gaps are identified and corrective action instigated promptly to safeguard marketing outcomes

4. Evaluate and improve strategic marketing performance

4.1

Marketing outcomes are analysed and strategic objectives reviewed and/or revised in response

4.2

Successes and performance gaps are analysed as to cause and effect and used to improve strategic performance

4.3

Over-performance against targets is analysed for trends, and new targets set

4.4

Changes in market phenomena are analysed and their impact on strategic marketing objectives identified and documented

4.5

Review of marketing performance against key performance indicators is documented in accordance with organisational requirements

Unit Descriptor

This unit involves the skills and knowledge required to manage a transport and distribution business unit in accordance with relevant regulatory requirements and workplace procedures. This includes identifying the market for the business unit, setting transport and distribution business unit objectives, collecting information for business planning operations, establishing the resources required to achieve objectives, and managing business unit performance to achieve the required outcomes.

Element

Performance Criteria

1. Identify market

1.1

Existing customers are identified and feedback gained regarding performance

1.2

Improvements are planned to increase service provision

1.3

Potential customers are identified and arrangements made to target potential customers

2. Set transport and distribution business unit objectives

2.1

Goals for the transport and distribution business are identified in accordance with enterprise business plan

2.2

Key performance indicators are defined and documented

2.3

A strategy to achieve transport and distribution business unit objectives in the short, medium and long term is prepared

2.4

Contingency plans are developed in the event that objectives need to be varied

3. Collect information for business planning operations

3.1

information on market competitors, potential opportunities and weaknesses of the business is collected, analysed and organised

3.2

Available resources are identified taking into account customer needs and the business objectives

4. Establish resources to achieve objectives

4.1

Financial flows are planned and scheduled

4.2

Information on-costs and resource utilisation is interpreted and budget requirements are identified

4.3

Staff and physical resource requirements are identified and costed to meet the business requirements

4.4

Job profiles are determined and resources are made available for training to meet business objectives

4.5

Transport and distribution business unit objectives and related policies and practices are explained to employees

4.6

Resource acquisition is managed to ensure business objectives are achieved

5. Manage business unit performance

5.1

Systems and processes are established to assess progress in achieving profit/productivity plans and targets

5.2

Systems for resource acquisition and usage are established

5.3

Financial information is analysed and interpreted to monitor profit/productivity performance

5.4

Systems and processes are monitored to establish whether resources are being used as planned

5.5

Problems with resource usage are investigated and rectified

5.6

Effective action is taken to reduce costs and enhance value to customers and/or enterprise

5.7

Recommendations for variations to operational plans are negotiated and approved by any relevant parties

5.8

Performance reports are generated in accordance with enterprise procedures