Manage Marketing Requirements

PUAPRS20529B – Manage marketing requirements

ADVANCED DIPLOMA

Overview

Marketing is about identifying consumer needs, wants or demands and then satisfying those needs so that the consumer and the organisation can achieve their objectives. Marketing provides an organisation with a strategy for achieving organisational goals by meeting consumer demands.

This learner resource has been designed to assist an individual to gain the skills and knowledge required to manage marketing activities and initiatives within an organisation.

Target

audience

The target audience for this training are individuals who are required to manage the marketing of activities and initiatives within an organisation.

Nominal

duration

80 hours

Relationship to PUA units

This document is part of the support materials for the unit of competency, PUAPRS20529B Manage Marketing Requirements. PUAPRS20529B is an elective unit in the Advanced Diploma of Public Safety (Firefighting Management).

Course
content

This learner resource is divided into six sections.

·         Section 1 examines the concept of marketing and the aims of marketing.

·         Section 2 focuses on developing an understanding of an organisation from business plans and related information.

·         Section 3 explains marketing strategies and how they are developed. It describes how to conduct a SWOT analysis, the elements of the marketing mix, and how to test a product or service.

·         Section 4 describes how to draft a marketing plan and includes setting SMART objectives, selecting appropriate marketing strategies, resourcing a marketing plan, and planning timelines and targets.

·         Section 5 describes how to implement a Marketing Plan. Hints and tips are provided on how to overcome barriers to successful marketing, the importance of an outcome focus is discussed and communications strategies are identified.

·         Section 6 provides a template for a marketing plan.

Learning objectives

On completion of PUAPRS20529B, participants will be able to:

·         explain the concepts of marketing

·         identify the profile of an organisation from business plans and other related information

·         undertake an audit of existing organisational services to identify the scope for increased service provision and potential marketing opportunities

·         conduct market research and define marketing strategies for a specific marketing mix

·         develop a marketing strategy and plan, incorporating all of the elements of the marketing mix, for a particular product or service

·         implement a marketing strategy and plan

·         review and revise a marketing strategy and plan based on feedback received from stakeholders and client groups

·         evaluate the effectiveness of a marketing strategy and plan.