Who the qualification is for
This qualification is for persons conducting Marketing activities at level 3. These include:
- Sales Supervisors
- Marketing Coordinators
- Brand Manager
- Accounts Executives
- Marketing Executives
- Public Relations Officer/Communications Officer
- Small Business Owners / Entrepreneur
This list is not exhaustive and only serves to illustrate the breadth of the qualification.
How it is structured
The qualification has a total of sixteen units and requires the candidate to complete seven units – five mandatory and two from a group of eleven optional units. This structure is intended to reflect the mix of activities surrounding the core of Marketing in the industry.
What it covers
The mandatory units cover:
- U31903 - Develop marketing plans
- U32003 - Implement marketing plans
- U32103 – Identify relevant legal, regulatory, ethical and corporate social requirements impacting upon your own marketing activity
- U13102 - Resolve customer service problems
- U32203 – Design, conduct and interpret market Research
The optional units cover:
- U32303 - Manage your own resources and professional development
- U32403 - Identify and monitor competitors’ marketing strategies and activities
- U32503 - Implement distribution plan
- U32603 - Develop an advertising campaign
- U32703- Develop a media plan for advertising products/service
- U32803 - Develop direct marketing plans
- U32903 - Coordinate sales promotion plan
- U33003 - Operate company database
- U33103 - Manage a marketing budget
- U33203 - Encourage innovation
- U33303 - Participate in product and service development
Each job area will generate for the candidate a combination of “rough instructions”, verbal or written to specify and possibly create some form of output which will, as a result of the processes involved provide valuable evidence of performance. To support the claim to competence it may be worthwhile to ask candidates to retain if possible intermediate output and even rejected output as the process shows competence as much as the final output. If the materials produced are for a real customer and purpose, and normal assessment rules apply, candidates could be working in the voluntary sector, education or training environment. There are however, some elements of competence where evidence must be generated in real work.
Where elements require the input of a real customer, an individual need not be working for a third party as long as there is a normal client-supplier relationship that need not imply paid work. As always the individual element and evidence requirements amplify the actual evidence required.
A person capable of achieving this qualification will typically have at least twelve (12) months full time work experience in marketing. There may be general as well as specific legislation and statute relating to this area of work. Candidates will be expected to understand how the legislation impacts on their organization together with any organization’s regulations and to be able to interpret and advise their colleagues and other users of the importance of this.
Where possible, assessment should always be carried out by observing natural performance in the workplace. Simulated performance, however, can be used where specified to collect evidence about an aspect of the candidate’s work which occurs infrequently or is potentially hazardous; for example, dealing with fires.
By designing the simulated situation, briefing the candidate and observing his/her performance, you will be able to elicit evidence which will help you judge how a candidate is most likely to perform in real life.
This statement of competence reflects the wide range of assisting Marketing activities. As the Standards are written to be independent of any one organization we have developed unit and key word descriptors to show by example what is meant. These standards focus on marketing activities related to planning, conducting and monitoring Marketing tasks. The nature and scope of implementation of these standards are so diverse we offer a few examples of job roles and some guidance on the nature of evidence, which may be collected as a consequence of workplace activities.