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THHGCS07B

Coordinate marketing activities

Unit Descriptor This unit deals with the skills and knowledge required to co-ordinate a range of marketing and promotional activities in a tourism and hospitality context. The unit therefore incorporates knowledge of marketing principles. This unit generally does not reflect the skills required by operational staff unless sales and marketing activities form a substantial part of the job responsibility.

ELEMENTPERFORMANCE CRITERIA
1 . Plan and organise marketing and promotional activities
  1. Plan and schedule promotional activities in accordance with the marketing plan or other enterprise systems.

  2. Identify, analyse and incorporate relevant market information into short term planning.

  3. Assess invitations to participate in activities based on current marketing focus and other relevant information.

  4. Develop and implement detailed action plans for promotional activities at the appropriate time to address all operational details.

2 . Undertake a general public relations role
  1. Establish and conduct relationships with industry and media colleagues in a manner that enhances the positive image of the organisation.

  2. Use networks to assist in the implementation of promotional activities.

  3. Develop public relations resources where appropriate including media releases and industry/media support materials.

3 . Review and report on promotional activities
  1. Review all activities in accordance with agreed evaluation methods and incorporate the results into future planning.

  2. Prepare reports in accordance with enterprise policy and required timeframes.

  3. Present current market intelligence in a manner, which provides clear and concise information to those responsible for sales and marketing planning.

  4. Make informal reports to relevant colleagues to maximise opportunity to meet team targets.





Key CompetencyExamples of ApplicationPerformance
Level
How can information be collected, analysed and organised?Creating a briefing document for colleagues on an in-house promotion you are organising3
How are ideas and information communicated within this competency?Assessing who to invite on familiarisation tour of a destination or resort property3
How are activities planned and organised?Organising participation in the Australian Tourism Exchange (ATE)3
How are problem solving skills applied?Liaising with co-operative marketing partners2
How are mathematical ideas and techniques used?Calculating cost per attendee for a promotional event1
How is use of technology applied?Developing a short term solution to a shortage of brochures when manning a promotional booth at a shopping centre promotion2
How is team work used within this competency?Using Excel to produce effective sales results charts for a presentation1

Range Statement

Marketing and promotional activities may include

Information to be incorporated into the planning process may include

Issues and information to be considered when assessing whether to participate in various marketing and promotional activities may include

Issues to be considered when creating detailed plans for participation in various marketing activities may include


Evidence Guide

Essential Knowledge and Skills to be Assessed

The following knowledge and skills must be assessed as part of this unit:

Linkages to Other Units

This unit must be assessed with or after the following units. These units describe skills and knowledge that are essential to this unit of competence:

There is also a very strong link between this unit and the following units and depending upon the industry sector and workplace, combined training and assessment may also be appropriate:

Critical Aspects of Assessment

Evidence of the following is critical:

Context of Assessment and Resource Implications

Assessment must ensure:

For generic pre-employment training and assessment, a range of industry contexts must be addressed. Where the focus is sector or workplace specific, training and assessment must be tailored to meet particular needs.

Assessment Methods

Assessment methods must be chosen to ensure that the co-ordination of marketing activities can be practically demonstrated. Methods must include assessment of knowledge as well as assessment of practical skills.

The following examples are appropriate for this unit: