BSBMKG514A: Implement and monitor marketing activities

Descriptor: This unit describes the performance outcomes, skills and knowledge required to implement marketing activities described in a marketing plan, to monitor their effectiveness in meeting organisational marketing objectives, and take actions to improve marketing performance.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills: This unit contains Employability Skills
Application: This unit applies to individuals working in marketing management positions who are responsible for implementing and monitoring organisational marketing strategies. In this role they would usually lead and coordinate a marketing team, implement the marketing plan, monitor the performance of marketing strategies and evaluate their effectiveness. They also involve team members in identifying improvements to marketing strategies and formulating recommendations for future marketing activities.
Competency Field: Business Development – Marketing

Element	Performance Criteria
Elements define the essential outcomes of a unit of competency.	The Performance Criteria specify the level of performance required to demonstrate achievement of the Element. Terms in bold italics are elaborated in the Range Statement.
1. Implement marketing strategies and tactics	1.1 Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities 1.2 Identify and brief marketing and non‑marketing personnel critical to the success of the marketing plan, on the objectives of the plan, performance measures, and their roles and responsibilities 1.3 Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements 1.4 Implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation’s marketing objectives 1.5 Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with the marketing plan
2. Monitor marketing strategies and tactics	2.1 Monitor and implement promotional activity against communication objectives in the marketing plan 2.2 Monitor product, pricing and distribution decisions against organisational policy and the objectives of the marketing plan 2.3 Monitor marketing results against targets in the marketing plan 2.4 Monitor marketing revenue and costs against budget, and analyse record variations 2.5 Prepare and present marketing reports that indicate ongoing progress towards marketing objectives
3. Evaluate and improve marketing performance	3.1 Regularly assess marketing performance against objectives 3.2 Identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix 3.3 Change business practices in line with changing customer requirements to maintain business relevance and viability 3.4 Document recommendations for improvement in accordance with organisational requirements 3.5 Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation

Required Skills And Knowledge

This describes the essential skills and knowledge and their level required for this unit.

Essential knowledge:

The candidate must be able to demonstrate essential knowledge required to effectively perform task skills; task management skills; contingency management skills and job/role environment skills as outlined in elements and performance criteria of this unit
These include knowledge of:

organisational strategic and marketing objectives, plans and performance measures
principles of the marketing mix
key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

anti‑discrimination legislation and principles of equal opportunity, equity, and diversity
ethical principles
marketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
privacy laws
Trade Practices Act.

Essential skills:

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities
literacy skills to prepare complex reports on marketing performance
numeracy skills to analyse marketing performance, revenue and cost
teamwork skills to manage a marketing team.

Range Statement

The Range Statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Add any essential operating conditions that may be present with training and assessment depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts.

Stakeholders may include:	Board of directors finance staff human resources staff IT staff managers marketing personnel owners production staff supervisors
Marketing may include:	business‑to‑business marketing direct marketing ideas marketing marketing of goods public sector marketing services marketing telemarketing
Non‑marketing personnel may include:	advertising personnel managers public relations personnel sales manager sales team staff supervisors
Resources may include:	financial human IT physical technical
Marketing mix may include:	distribution level of service pricing product or service variables such as: design quality range safety features technical features promotion

Evidence Guide

The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package.