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BSBMKG603B
Manage the
marketing process
Housekeeping
 Emergency procedures
 Mobiles, security issues
 Break times/smoking policy
 This course is “interactive” – ask questions
 Respect, confidentiality, practice
 Ground rules
Objectives
 Discover how to manage marketing performance
 Know how to manage marketing personnel
 Learn how to evaluate and improve strategic
marketing performance
 Gain essential skills and knowledge required for this
unit
Manage marketing performance
1.1 Manage marketing
effort to ensure it is
directed towards areas
of greatest potential
for the organisation
Directing the marketing effort
 It is important that your efforts in the
marketing process are directed in the areas
that offer most potential benefit for your
organisation.
 This means identifying and focusing on your
target market. This can be done through
effective market research and concept
testing.
 You will need to delegate your team and
resources in the areas that will yield the
greatest cost-benefit ratio.
Legislation, codes of practice and
national standards
 Anti-discrimination legislation and principles of equal
opportunity, equity, and diversity
 Australian Direct Marketing Association (ADMA)
Direct Marketing Code of Practice
 Australian E-commerce Best Practice Model
 Australian Government Policy Framework for
Consumer Protection in Electronic Commerce
 Confidentiality requirements
 Copyright laws
 Etc.
Review Activity
Manage marketing performance
1.2 Manage integration
of marketing,
promotional and sales
activities in accordance
with strategic
marketing objectives
Strategic marketing objectives
 These are based upon your company's overall
mission statement and aims. They are more specific,
in that they usually deal in quantifiable figures and
specific sections of the organisation.
 So, for example, a strategic marketing objective may
be to increase the profits of X (a brand, a product
line) by Y (a certain date).
 What are your company's strategic marketing
objectives?
Integrated marketing
 This is a holistic approach to communication in
marketing, where it is consistent both online and
offline.
 This means that the message is clear and ensure that
spending is optimised towards the approach that is
most effective.
 Therefore, when managing the marketing process,
you will need to determine which forms of media
you will utilise and how they will all inter-relate to
one another.
Promotional and sales activities
These are aimed at boosting sales (usually in the short
term) and can be things like:
 Reducing prices
 Offering additional rewards with a purchase
 Multiple purchase deals
 Low cost subscription services (for a limited period)
 Free gifts
 Coupons/vouchers
 Loyalty programs.
Economic, social and industry
directions, trends and practices
 You will need to take notice of economic, social and
industry directions, trends and practices when
planning your marketing strategy, as these will help
you determine what will be most successful.
 Economic, social and industry directions will help you
determine customer needs and what strategies are
currently selling and not selling. From this, you can
determine what is more likely to be successful. You
may also spot a gap in the market or decide to take a
risk on a strategy that is different to current trends in
order to stand out.
Industry product and service
knowledge
This will help you identify the following:
 Strengths of the product/service
 Weaknesses of the product/service
 Comparisons to similar products/services in the
industry
 Industry trends
 Cost of production
 Profit margins
 Selling strategies and trends
 Past trends
 Upcoming products.
Review Activity
Manage marketing performance
1.3 Monitor product,
distribution, pricing
and marketing
communication
policies in relation to
market changes,
marketing plan
objectives and
organisational
requirements
Monitor product, distribution, pricing
and marketing communication
policies
Monitoring processes may include:
 Comparisons against competitors
 Meetings to discuss product,
distribution, pricing and marketing
communication
 Email contact
 Telephone contact
 Regular performance analysis of
marketing strategy.
Review Activity
Manage marketing performance
1.4 Use marketing
metrics and monitor
overall marketing
progress against
performance targets to
ensure activity, quality,
cost, and time
requirements are met
Marketing metrics
These are used to measure the success of marketing
against performance targets, to ensure that they are
being met.
There are four main types of metrics used, which are:
 Consumption
 Sharing
 Lead generation
 Sales.
Statistical and data evaluation
techniques to measure marketing
performance
 Descriptive data analysis
 Inferential data analysis
 Key performance indicators (KPIs)
 Return on investment (ROI)
Review Activity
Manage marketing personnel
2.1 Communicate
strategic marketing
objectives across the
organisation in ways
suited to levels of
knowledge, experience
and specific needs of
personnel
Communicate strategic marketing
objectives
 Once you have determined your
strategic marketing objectives, you
then need to communicate them to
the personnel in your organisation,
to ensure you are all striving for the
same things.
 The way you communicate these to
personnel will depend on their
levels of knowledge, experience and
their specific needs.
Review Activity
Manage marketing personnel
2.2 Identify and agree
roles, responsibilities
and accountabilities of
staff and contractors
involved in all
elements of marketing
effort
Roles, responsibilities and
accountabilities of staff and
contractors
 In order for any team to function
effectively, you need to be able to
have specific roles and people
assigned to them.
 This helps ensure that all of the
required activities are carried out by
those with the relevant skill and
knowledge sets, as well as developing
accountability for the success of these
individual tasks.
Review Activity
Manage marketing personnel
2.3 Develop
communication
strategy to ensure that
personnel responsible
for each element of
the marketing mix
work together to meet
organisation's
marketing objectives
Marketing mix
Marketing mix may include:
 Distribution
 Level of service
 Pricing
 Promotion
 Product or service variables such as:
o design
o quality
o range
o safety features
o technical features.
Review Activity
Manage marketing personnel
2.4 Provide mentoring,
coaching and feedback
to support individuals
and teams to achieve
agreed objectives and
to use resources to the
required standard
Provide mentoring, coaching and
feedback
 Provide confirming and corrective feedback
 Provide guidance and support
 Provide recognition and reward
 Using feedback and coaching
 Types of feedback
Review Activity
Manage marketing personnel
2.5 Identify individual
and team
performance, and
instigate corrective
action promptly to
safeguard marketing
outcomes
Types of assessment
May include:
 Self-assessment
 Peer assessment
 Team assessment
Corrective action
Corrective action may include:
 Additional training
 Explaining the strategic marketing objectives
 Disciplinary procedures
 Mentoring
 Additional skills and knowledge assessments
 Bringing in an external coaches.
Review Activity
Evaluate and improve strategic
marketing performance
3.1 Analyse marketing
outcomes, review
strategic objectives
and marketing metrics,
and revise if required
Analyse marketing outcomes
 After you have completed a marketing
campaign, you need to analyse the
outcomes of it to determine whether it
was successful.
 The first place you should start is to look
at your strategic marketing objectives –
did you achieve them? What were the
contributing factors to your
success/failure and were they
controllable?
 You need to then revise your methods for
future marketing campaigns to ensure
you learn from any feedback and analysis
you have gathered.
Review strategic objectives and
marketing metrics
 Ask yourself if the strategic objectives are
still in tune with aspects such as economic,
social and industry trends.
 Will your strategic objectives for your next
marketing campaign be the same? Will you
chase the same demographic or will you
attempt to break new ground?
 Are strategic objectives reasonable within
the given timeframes? Are the benchmarks
appropriate to the context in which in you
are assessing them?
Review Activity
Evaluate and improve strategic
marketing performance
3.2 Analyse successes
and performance gaps
in relation to cause and
effect, and use this
information to improve
strategic performance
Performance gap analysis
 Performance gap analysis helps identify the areas of
an individual that are lacking in comparison to
competitors (regarding performance).
 The standards you measure against are benchmarks
for acceptable performance – see key performance
indicators (KPIs).
 It will help identify what additional skills and
knowledge may need to be gained in order to ensure
employees meet company benchmarks. It may also
identify any additional resources that are required to
help achieve KPIs.
Improving strategic performance
This may involve any of the following actions:
 Additional training
 Performance monitoring
 Acquiring extra resources
 Re-explaining the strategic marketing objectives and
how to achieve them
 Disciplinary procedures
 Mentoring
 Additional skills and knowledge assessments
 Bringing in an external coaches.
Review Activity
Evaluate and improve strategic
marketing performance
3.3 Analyse overperformance against
targets for trends and
set new targets
Setting new targets
When setting new targets, consider the following:
 What are the skill and knowledge levels of the
team?
 What is the timeframe to achieve the targets?
 What targets are similar teams setting?
 What are the short-term targets?
 How will these short-term targets impact on
long-term targets?
 What resources will be required to achieve
targets?
 Will additional training be required for team
members?
Review Activity
Evaluate and improve strategic
marketing performance
3.4 Analyse changes in
market phenomena,
and identify and
document their impact
on strategic marketing
objectives
Analyse changes in market
phenomena
 Market phenomena will vary depending
on the industry you are dealing with –
some of them can be explained, while
others appear somewhat unpredictably.
You will need to analyse the changes that
are explainable and determine why they
have happened – use this information to
then predict future market phenomena
(to a degree).
 You must also identify and document the
market phenomena changes' impact on
strategic marketing objectives.
Review Activity
Evaluate and improve strategic
marketing performance
3.5 Document review
of marketing
performance against
key performance
indicators in
accordance with
organisational
requirements
Document review of marketing
performance
 You will need to document your review of marketing
performance against key performance indicators
(KPIs) in accordance with your organisation's
requirements.
 This will ensure that documentation is standardised
and easy to access and interpret for future use. It will
also deal with documentation formats i.e. electronic
or manual.
Review Activity
Skills and Knowledge Activity
Summary and Feedback
 Did we meet our objectives?
 How did you find this session?
 Any questions?
Knowledge Test
 This activity should take anywhere between an 1-2
hours to complete and needs to be completed in
class.
Congratulations!
You have now finished the unit…
‘Manage the marketing process’