2931 Produce operational marketing plans

							                                                                        2931 version 3
                                                                        2-Feb-10
                                                                        1 of 5


                       GENERIC MARKETING
                 Produce operational marketing plans


level:                    5

credit:                   10

final date for comment:   December 2001

expiry date:              December 2002

sub-field:                Marketing

purpose:                  This unit standard is for people who need, or seek, to define
                          the direction and targets for annual marketing operations
                          and for specific projects.

                          People credited with this unit standard are able to complete
                          situational analysis, establish objectives, produce action
                          programmes, and define coordination and monitoring
                          mechanisms for action programmes.

entry information:        Recommended: Unit 2926, Apply marketing principles to
                          enterprise activities; Unit 2935, Determine the marketing mix
                          or demonstrate equivalent knowledge and skills.

accreditation option:     Evaluation of documentation and visit by NZQA and
                          industry.

moderation option:        A centrally established and directed national moderation
                          system has been set up by Moderation Services.




                                                           New Zealand Qualifications Authority 2010
                                                                            2931 version 3
                                                                            2-Feb-10
                                                                            2 of 5


                           GENERIC MARKETING
                     Produce operational marketing plans


special notes:                Assessment guidance
                              This unit standard can be assessed in a work based
                              environment, or in a training or education environment if
                              simulated marketing conditions are able to be provided, or in
                              a combination of both environments.

                              The assessment could be for operational marketing plans for
                              annual marketing operations or for substantial, specific
                              marketing projects.




Elements and Performance Criteria

element 1

Complete situational analysis.

performance criteria

1.1         Analyses and assessments that are consistent with the purpose of the
            marketing plan are completed.

            Range:       market analysis, environmental analysis, competitive analysis,
                         market measurements, profitability and productivity analysis.

1.2         Cultural and ethical factors that impact on marketing plans, projects and
            operations are identified.




                                                               New Zealand Qualifications Authority 2010
                                                                                2931 version 3
                                                                                2-Feb-10
                                                                                3 of 5


                           GENERIC MARKETING
                     Produce operational marketing plans


element 2

Establish marketing objectives.

performance criteria

2.1         Marketing objectives that are attainable, measurable and consistent with
            marketing strategies are constructed from the situational analysis.

            Range:       market growth, market share, sales volume, profitability.

2.2         Marketing objectives are prioritised.


element 3

Produce action programmes.

performance criteria

3.1         Marketing strategies are confirmed to achieve specific marketing objectives.

            Range:       target market, market positioning, marketing mix.

3.2         Marketing budgets are agreed for specified marketing briefs.

            Range:       estimated market         share,   required   sales,   productivity      and
                         profitability targets.




                                                                   New Zealand Qualifications Authority 2010
                                                                              2931 version 3
                                                                              2-Feb-10
                                                                              4 of 5


                           GENERIC MARKETING
                     Produce operational marketing plans


3.3         Programmes that specify activities, responsibilities, accountabilities and time
            lines are developed.

            Range:       product, price, distribution, promotion, customer service.

3.4         Specialised information relevant to marketing operations or projects is
            incorporated into the marketing plan.

3.5         Suppliers of required marketing services are identified and briefs produced.

            Range:       internal and external suppliers.


element 4

Define coordination and monitoring mechanisms for action programmes.

performance criteria

4.1         Action programmes that define links             between   marketing      and     other
            organisational functions are established.

4.2         Action programmes that define external coordination linkages are developed.

            Range:       members of the distribution system, customers, marketing
                         advisers, suppliers of marketing services.

4.3         Action programmes provide for performance to be evaluated against agreed
            objectives and budgets, and for marketing plan targets to be reviewed
            periodically.




                                                                 New Zealand Qualifications Authority 2010
                                                                    2931 version 3
                                                                    2-Feb-10
                                                                    5 of 5


                     GENERIC MARKETING
               Produce operational marketing plans


         Comments to:


         NZQA Business and Management
         Unit Revision
         PO Box 160
         WELLINGTON

         by December 2001.

Please Note:        Providers must be accredited by the Qualifications Authority
                    before they can offer programmes of education and training
                    assessed against unit standards.

                    Accredited providers assessing against unit standards must
                    engage with the moderation system that applies to those unit
                    standards. [Please refer to relevant Plan ref: 0113]




                                                       New Zealand Qualifications Authority 2010