SITXMPR014 - Develop and implement marketing strategies

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Unit code: SITXMPR014 | Study level: TAFE
Footscray Nicholson


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.


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.

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):

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