SITXMPR014 - Develop and implement marketing strategies

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Unit code: SITXMPR014 | Study level: TAFE
Credit points
N/A
Location
Footscray Nicholson
Industry
Prerequisites
N/A
Overview
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Overview

This unit describes the performance outcomes, skills and knowledge required to analyse internal and external business environments and develop and evaluate marketing strategies and plans for products and services.
The unit applies to all industry sectors, and to individuals in senior marketing or management roles. This may include those whose primary role is marketing related, or those for whom marketing is a part of a broader job responsibility.Marketing strategies could be for a new or existing product or service, a small or medium-sized business organisation, a destination or a specific project, such as an event.

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:

  • develop a marketing strategy and plan for a product or service, including:
  • identifying current and relevant marketing issues
  • developing a detailed, realistic implementation and monitoring program specific to the product or service
  • incorporating details of marketing techniques and distribution networks specific to the product or service
  • identifying opportunities presented by new technologies
  • research and critically analyse internal and external business environments relevant to the above product or service
  • evaluate and report on the above marketing strategy and plan against the following criteria:
  • consistency with overall marketing direction
  • exposure achieved
  • penetration of target market
  • cost-effectiveness of financial and human resources
  • completion of strategy within established timeframe
  • recommendations for strategic responses based on evaluation.

Students will also be expected to demonstrate the following knowledge:

  • data collection tools and research methodologies of particular relevance to marketing
  • marketing planning techniques and formats and key features of a marketing plan
  • internal and external issues that impact on market planning in a given industry context
  • internal capabilities and resource considerations:
  • communication capabilities
  • e-business capacity
  • equipment capacity
  • financial resources
  • hours of operation
  • human resources
  • location and position
  • staff skill levels
  • comparative market information relevant to marketing strategies:
  • benchmarking
  • best practice information
  • competitor information
  • industry marketing and distribution networks in the relevant context
  • new and innovative marketing strategies in the relevant industry context, and in particular current and emerging marketing technologies and the * opportunities they present
  • legal issues that impact on marketing activities:
  • Australian consumer law
  • copyright and intellectual property considerations
  • Privacy Act 1988
  • specific issues arising from use of new technologies
  • ethical considerations for marketing:
  • appropriate use of images and text
  • codes of practice
  • protection of children
  • targeting of particular groups in the community
  • sustainability considerations, opportunities and constraints for marketing in the relevant context, and those related to:
  • cultural and social sustainability
  • economic sustainability of marketing initiatives
  • resource conservation and waste minimisation.

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:
Diploma of Hospitality Management
SIT50422 | Diploma | Duration:
Diploma of Travel and Tourism Management
SIT50122 | 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.

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