2950 version 3 16-Oct-03 1 of 5
GENERIC MARKETING Produce and coordinate promotional strategies
level: credit: final date for comment: expiry date: sub-field: purpose:
5 5 December 2001 December 2002 Marketing This unit standard is for people who have or seek responsibility for, or provide advice for, the promotion of products or services. People credited with this unit standard are able to identify the role of promotion in marketing and analyse the interrelationships of the promotional mix; establish promotional objectives; select promotional strategies and elements appropriate to the marketing mix and coordinate promotional strategies.
entry information: accreditation option:
Open. Evaluation of documentation and visit by NZQA and industry. A centrally established and directed national moderation system has been set up by Moderation Services.
moderation option:
New Zealand Qualifications Authority 2003
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GENERIC MARKETING Produce and coordinate promotional strategies
special notes:
Assessment guidance This unit standard can be completed 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.
Elements and Performance Criteria
element 1 Identify the role of promotion in marketing and analyse the inter-relationships of the promotional mix. performance criteria 1.1 The role of promotion in marketing is defined in terms of providing information, increasing awareness, stimulating demand, activating customers, countering competitors, crystallising purchases. The role of promotion in marketing is analysed in terms of influencing public behaviour and persuading decision makers. The characteristics and focus of advertising, personal selling, sales promotion and public relations are differentiated in terms of the promotional mix.
1.2
1.3
New Zealand Qualifications Authority 2003
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GENERIC MARKETING Produce and coordinate promotional strategies
element 2 Establish promotional objectives. performance criteria 2.1 2.2 Promotional considerations are contrasted for products and services. Promotional considerations are contrasted for consumer and industrial markets. Promotional options are assessed in relation to product life cycle, quality and price positioning, and competition. Promotional options are evaluated and objectives are established in relation to exposure, processing of the promotion mechanism, communication effects, target audience action, sales and market share, profit contribution. Promotional considerations are assessed in terms of cultural expectation and acceptance.
2.3
2.4
2.5
element 3 Select promotional strategies and elements appropriate to the marketing mix. performance criteria 3.1 The marketing mix is analysed and implications for promotional strategies are identified, including the need for push or pull strategies.
New Zealand Qualifications Authority 2003
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GENERIC MARKETING Produce and coordinate promotional strategies
3.2
Promotional elements are balanced and selected to optimise the promotional mix and include product factors, budget constraints, customer factors, cultural factors, sales factors, media factors, market expectations. Promotional mixes for international campaigns that meet cultural and customary practices are analysed and selected. Promotional strategy options are balanced with marketing mix factors. Creative strategy options are evaluated and selected for specific briefs. Media strategy options are evaluated and selected for specific briefs. Promotional strategies that meet organisational, marketing and promotional objectives for specific briefs are selected.
3.3
3.4 3.5 3.6 3.7
element 4 Coordinate promotional strategies. performance criteria 4.1 Promotion resource requirements are agreed, and budgets and targets are established and allocated to components of the promotional mix for specific briefs. Advertising, personal selling, sales promotion, public relations and direct marketing strategies are coordinated to maximise promotional impact. Provisions are made to implement, monitor, evaluate and adjust promotional strategies to meet objectives.
4.2
4.3
New Zealand Qualifications Authority 2003
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GENERIC MARKETING Produce and coordinate promotional strategies
4.4
Sales and promotional strategies contain provisions for cultural needs and expectations to be accommodated.
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 2003