SITXMPR012 - Coordinate marketing activities

Unit code: SITXMPR012 | Study level: TAFE

Credit points

N/A

Location

Footscray Nicholson

Prerequisites

N/A

Overview

This unit describes the performance outcomes, skills and knowledge required to plan and coordinate a range of marketing and promotional activities at an operational level. The unit incorporates knowledge of marketing principles.The unit applies to all industry sectors, and to individuals who are responsible for coordinating marketing activities within the parameters of an established marketing strategy. Individuals working independently with limited supervision undertake this role. This could include marketing coordinators or managers and owner-operators of small businesses.

Assessment

For Melbourne campuses

Assessment tasks will be designed to reinforce & extend knowledge and skill competence within set & controlled parameters in accordance with each units learning outcomes & performance criteria requirements, including the setting of work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines.

Students will be expected to demonstrate the following required skills:

plan and coordinate at least two different marketing activities for an operation, product or service
use industry networks, information sources and distribution and marketing networks when planning and coordinating the above activities
reflect types of marketing activities used in the relevant industry sector and major industry promotional events in the above activities
apply marketing principles to each of the above marketing activities
evaluate and report on each of the above marketing activities against the following criteria:

consistency with overall marketing direction
exposure that was achieved
matching attendees to target market
cost-effectiveness of financial and human resources
completion within established timeframe.

Students will also be expected to demonstrate the following knowledge:

content and structure of marketing plans
key marketing principles:

marketing management process
the four Ps including product, place, price and promotion
SWOT analysis including strengths, weaknesses, opportunities and threats

industry structure and interrelationships, industry networks and information sources
industry and market knowledge appropriate to the sector and organisation:

distribution and marketing networks, especially those that support the product or service being promoted
e-business marketing options and major promotional events
commission structures
current customer and market trends and preferences

features, benefits and practical application of marketing activities commonly used in the service industries:

advertising
familiarisations
in-house promotions
public relations
social media
trade and consumer shows
signage and display

information inputs into the planning process:

competitive activity
financial statistics
marketing reports
marketplace trends
sales reports

considerations in evaluating the suitability of marketing activities:

consistency with overall marketing direction
exposure to be achieved
matching of attendees to target markets
resource considerations:
financial
human
timing of activity or event

operational details relevant to the coordination of marketing activities:

administrative and procedural requirements
availability of promotional materials
available technology
contracting of other services
equipment requirements
need for external assistance
potential for cooperative approaches
public relations implications
staffing requirements and briefings
strategies to ensure maximum benefits
travel arrangements

legal issues that impact on the marketing of products and services
ethical considerations for marketing activities:

appropriate use of images and text
protection of children
targeting of particular groups in the community

evaluation methods to review and report on marketing activities
sustainability considerations for marketing activities:

reducing waste of printed materials
sustainability as a marketing tool.

Required reading

The qualified trainer and assessor will provide teaching and learning materials as required in the form of workbooks produced by the VU Polytechnic and/or via the VU Polytechnic e-learning system.

As part of a course

This unit is studied as part of the following course(s):

Advanced Diploma of Hospitality Management

SIT60322 | Advanced diploma | Duration:

Diploma of Event Management

SIT50322 | Diploma | Duration:

Refer to the course page for information on how to apply for the course. VU takes care to ensure the accuracy of this unit information, but reserves the right to change or withdraw courses offered at any time. Please check that unit information is current with the Student Contact Centre.