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Be able to develop marketing plans for own area of responsibility

Post Date: 01 - Dec - 2019

Unit 23: Contribute to marketing in active leisure

Unit reference number: F/503/0862
QCF level: 3
Credit value: 3
Guided learning hours: 15

Unit summary

This unit assesses the competence required to develop and implement marketing plans in a sport and active leisure context.

Assessment requirements/evidence requirements

Learning outcomes 1-2

Evidence of performance in the workplace on more than one occasion. There should be a combination of at least two of the following:

  • observation (for example of the learner monitoring marketing activities)
  • testimony of others (for example line manager)
  • products of work (for example market research, marketing plans, briefing notes to colleagues, evaluations of marketing activities and plans)
  • reflective account.
  • Questioning or simulation may be used for assessment criteria 1.3 and 2.5.

Assessment methodology

This unit is assessed in the workplace or in conditions resembling the workplace. Learners can enter the types of evidence they are presenting for assessment and the submission date against each assessment criterion.

Alternatively, centre documentation should be used to record this information.

Learning outcomes and assessment criteria

Learning outcomes

Assessment criteria

Evidence type

Portfolio reference


1.            Be able to develop marketing plans for own area of responsibility

Identify and prioritise marketing objectives for own area of responsibility consistent with the organisation’s overall business plan, culture, vision and values

Ensure marketing plans integrate with activities in other areas of the organisation

Obtain advice and support from marketing specialists and those providing marketing services, as necessary

Identify the target markets for products and services

Develop strategies to achieve marketing objectives

Develop plans and budgets to achieve marketing strategies




2.            Be able to implement marketing plans for own area of responsibility

Identify and access the resources and capabilities required for marketing plans

Ensure that those implementing the marketing plan understand their individual responsibilities and are committed to achieving its objectives

Exercise flexibility while implementing the marketing plan as agreed and within budget

Monitor and report on the implementation and performance of the plan against milestones and budgets

Take timely and appropriate action to address any significant variances in performance against the plan

Evaluate the implementation of the marketing plan

Use the outcomes of evaluation to improve future marketing planning




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