This unit (SITXMPR007) 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.

Unit details

Study level:
Vocational and further education (TAFE)
Unit code:

Contact VU Polytechnic


Assessment tasks will be designed to reinforce and extend knowledge and skill competence within set and controlled parameters in accordance with each unit's learning outcomes and 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; detailed, realistic implementation and monitoring program specific to the product or service; details of marketing techniques and distribution networks specific to the product or service; opportunities presented by new technologies; - research and critically analyse internal and external business environments relevant to the above product or service, and; - 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; - comparative market information relevant to marketing strategies; - 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, and; - 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.

Where to next?

As part of a course

This unit is studied as part of the following courses. 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.