Prepare and develop a marketing plan
Assessment Task 1 – Devise strategies and plan marketing tactics
Unit description
This unit describes the performance outcomes, skills and knowledge required to research, develop and present a marketing plan for an organisation.
Purpose of this unit
This unit applies to individuals working in senior marketing positions who are responsible for formulating a marketing plan by developing specific marketing strategies and tactics in accordance with the organisation’s overall marketing objectives.
Individuals operating at this level may receive input from people working under their supervision who collect information required to devise specific marketing strategies and tactics.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Performance objective
In this assessment task, you are required to review and evaluate marketing opportunities for an organisation and develop marketing activities that reflect strategic directions of the organisation.
Assessment description
For the organisation outlined in the case study provided, identify two marketing opportunities and evaluate each opportunity for risks, strengths, weaknesses and alignment with organisational objectives. After you have reviewed the opportunities, select the best-fitting opportunity for the organisation and develop marketing strategies, approaches and activities to take advantage of the opportunity.
Procedure
You are required to submit a report that addresses all of the elements listed in the procedure. The report should be structured using the headings below.
Organisational overview
1. Develop an organisational overview that:
a. outlines the strategic direction and organisational objectives
b. outlines the current size, capabilities and resources of the organisation, including any notable strengths and weaknesses
c. Identifies any gaps between the objectives and the current capabilities and resources.
