SITXMPR014 - Develop and implement marketing strategies

Unit code:SITXMPR014Study level:TAFE

Nominal hours

Location

Footscray Nicholson
Industry

Prerequisites

(Or equivalent to be determined by unit coordinator)
Co-requisites
(Corequisite units must be studied concurrently with this unit)

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 Victoria University and/or via the Victoria University e-learning system.