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Business Development – Marketing
Elements and Performance Criteria
Elements describe the essential outcomes.
Performance criteria describe the performance needed to demonstrate achievement of the element.
1. Devise marketing strategies
1.1 Evaluate marketing opportunity options that address organisational objectives and evaluate their risks and returns in the selection process
1.2 Develop marketing strategies that address strengths and opportunities within the organisation’s projected capabilities and resources
1.3 Develop strategies which increase resources or organisational expertise where gaps exist between current capability and marketing objectives
1.4 Develop feasible marketing strategies and communicate reasons that justifies their selection
1.5 Ensure strategies align with organisation’s strategic direction
1.6 Develop a marketing performance review strategy, incorporating appropriate marketing metrics to review the organisational performance against marketing objectives
2. Plan marketing tactics
2.1 Detail tactics to implement each marketing strategy in terms of scheduling, costing, accountabilities and persons responsible
2.2 Identify coordination and monitoring mechanisms for scheduled activities
2.3 Ensure tactics are achievable within organisation’s projected capabilities and budget
2.4 Ensure tactics meet legal and ethical requirements
2.5 Ensure tactics provide for ongoing review of performance against objectives and budgets and allow marketing targets to be adjusted if necessary
3. Prepare and present a marketing plan
3.1 Ensure marketing plan meets organisational, as well as marketing, objectives and incorporates marketing approaches and a strategic marketing mix
3.2 Ensure marketing plan contains a rationale for objectives and information that supports the choice of strategies and tactics
3.3 Present marketing plan for approval in the required format and timeframe
3.4 Adjust marketing plan in response to feedback from key stakeholders and disseminate for implementation within the required timeframe