Marketing coordination

SITXMPR004 Coordinate marketing activities

This unit is about planning and coordinating a range of marketing and promotional activities at an operational level. The unit incorporates knowledge of marketing principles. Individuals work independently with limited supervision.

 

How you will be assessed

You will be assessed through:

 

Practical

You will be assessed in a real situation on the job. It must be a safe environment with access to:

  1. products or services for which you conduct marketing activities
  2. current information and communications technology used by industry for marketing
  3. marketing plans, operational marketing documents, plans and marketing reports.

You need to show that you have done the following:

  1. Plan and coordinate at least two different marketing activities
  2. Use industry networks, information sources, and distribution and marketing networks when planning and coordinating the above activities
  3. In your marketing, reflect the kinds of marketing activities used in your industry sector and major industry promotional events
  4. Apply marketing principles to each marketing activity
  5. Evaluate and report on each of the above marketing activities against the following criteria:
    1. Consistency with overall marketing direction
    2. Exposure that was achieved
    3. Matching attendees to target market
    4. Cost-effectiveness of financial and human resources
    5. Completion within established timeframe.

 

Interview/assignment questions

  1. Explain the content and structure of a marketing plan. How can marketing plans vary?
  2. Explain these key marketing principles:
    1. Marketing management process
    2. The four ps: product, place, price, and promotion
    3. SWOT analysis: strengths, weaknesses, opportunities and threats
  3. Explain the stucture of your industry. What are the interrelationships, industry networks, and sources of information? (For example, some industries comprise many small companies, some a few large companies. Some consist of predominantly self-employed individuals, and a few are predominantly non-profits staffed by volunteers.)
  4. In your industry and the market sector to which you are promoting:
    1. What are the distribution and marketing networks for the product or service you are promoting?
    2. What E-business marketing options do you have?
    3. What are major promotional events?
    4. What are the commission structures?
    5. What are the current customer and market trends and preferences?
  5. Features, benefits and practical application of marketing activities commonly used in the service industries:
  6. Below is a list of commonly used marketing activities in the service industries. For each one, what are its features, benefits and practical application?:
    1. Advertising
    2. Familiarizations
    3. In-house promotions
    4. Public relations
    5. Social media
    6. Trade and consumer shows
    7. Signage and display
  7. Below is a list of different kinds of information that is used in marketing planning. Describe each one and say how it is used:
    1. Competitive activity
    2. Financial statistics
    3. Marketing reports
    4. Marketplace trends
    5. Sales reports
  8. Considerations in evaluating the suitability of marketing activities:
  9. When evaluating whether a marketing activity is suitable for a particular marketing program, you normally consider various factors. Describe each factor below and say how it is useful:
    1. Consistency with overall marketing direction
    2. Exposure to be achieved
    3. Matching of attendees to target markets
    4. Resource considerations, both financial and human
    5. Timing of activity or event
  10. Operational details relevant to the coordination of marketing activities:
  11. When coodinating marketing activities, you noramlly need to consider various operational details. Describe each factor below and say how to handle it:
    1. Administrative and procedural requirements
    2. Availability of promotional materials
    3. Available technology
    4. Contracting of other services
    5. Equipment requirements
    6. Need for external assistance
    7. Potential for cooperative approaches
    8. Public relations implications
    9. Staffing requirements and briefings
    10. Strategies to ensure maximum benefits
    11. Travel arrangements
  12. What legal and ethical considerations affect the marketing of products and services? In your answer, consider the following:
    1. Protection of children
    2. Targeting of particular groups in the community
    3. Consumer rights
    4. Appropriate use of images and text
    5. Copyright
    6. Defamation
  13. What sustainability considerations affect marketing activities. (In your answer, consider reducing waste of printed materials, and the use of sustainability as a marketing tool.)

Note: Your assessor may also ask you a variety of what if questions.

 

Detailed requirements

1. Plan and organize marketing activities.

  1. Plan marketing activities according to your marketing plan or your organization’s other systems.
  2. Identify, analyse and incorporate relevant market information and legal, ethical and sustainability requirements into short-term planning.
  3. Confirm target markets and marketing medium.
  4. Evaluate potential and suitability of marketing opportunities that arise.
  5. Proactively look for and evaluate innovative marketing opportunities, including use of new technologies and media.
  6. Develop plans to address operational details and implement them.
  7. Suggest and get agreement on evaluation methods.

 

2. Take on a general public relations role.

  1. Establish and conduct positive relationships with industry and media colleagues.
  2. Use networks to support your marketing activities.
  3. Develop public relations resources as required, including media releases and industry or media support materials.

 

3. Review and report on marketing activities.

  1. Review activities according to the agreed evaluation methods, and incorporate the results into your future planning.
  2. Prepare reports according to your organization’s policy and required timeframes.
  3. Present current and clear market intelligence to inform sales and marketing planning.

 

4. Foundation Skills

  1. Reading skills to interpret market trend information and marketing plans.
  2. Numeracy skills to work within marketing budgets.
  3. Problem-solving skills to evaluate the potential of different marketing activities and to proactively identify and respond to potentially complex implementation challenges.
  4. Planning and organising to coordinate diverse and unpredictable operational details.
  5. Self-management to take responsibility for quality and outcomes of marketing activities.
  6. Technology to work with current web-based marketing technologies.