REPUBLIC OF KENYA

COMPETENCY BASED CURRICULUM

FOR

MARKETING MANAGEMENT

LEVEL 6

TVET CDACC
P.O. BOX 15745-00100
NAIROBI
First published 2018
Copyright © TVET CDACC

All rights reserved. No part of these occupational standards may be reproduced, distributed, or
transmitted in any form or by any means, including photocopying, recording, or other electronic
or mechanical methods without the prior written permission of the TVET CDACC, except in the
case of brief quotations embodied in critical reviews and certain other non-commercial uses
permitted by copyright law. For permission requests, write to the Council Secretary/CEO, at the
address below:

Council Secretary/CEO
TVET Curriculum Development, Assessment and Certification Council
P.O. Box 15745–00100
Nairobi, Kenya
Email: cdacc.tvet@gmail.com

©TVET CDACC 2018 i

 Table of Contents
FOREWORD..................................................................................................................................iii
PREFACE.......................................................................................................................................iv
ACKNOWLEDGMENT.................................................................................................................v
ACRONYMS................................................................................................................................vii
KEY TO UNIT CODE.................................................................................................................viii
COURSE DESCRIPTION...........................................................................................................viii
BASIC UNITS OF COMPETENCY.............................................................................................11
COMMUNICATION SKILLS......................................................................................................12
NUMERACY SKILLS..............................................................................................................15
DIGITAL LITERACY..............................................................................................................19
ENTREPRENEURIAL SKILLS...............................................................................................22
EMPLOYABILITY SKILLS....................................................................................................26
ENVIRONMENTAL LITERACY............................................................................................30
OCCUPATIONAL SAFETY AND HEALTH PRACTICES...................................................34
COMMON UNITS OF COMPETENCY......................................................................................36
UNIT TITLE: MANAGING BUSINESS RESEARCH AND DEVELOPMENT.......................36
CORE UNITS OF COMPETENCY..............................................................................................39
UNIT TITLE: MANAGING MARKETING STRATEGY..........................................................40
UNIT TITLE: CONDUCTING MARKET ANALYSIS..............................................................45
UNIT TITLE: DEVELOPING MARKETING COMMUNICATION PLAN..............................48
UNIT TITLE: DEVELOPING MARKETING BUDGET............................................................52
UNIT CODE: BUS/ MKT /CR/1/6...............................................................................................52
UNIT TITLE: DEVELOPING TRADE CHANNEL PLANS......................................................56
UNIT TITLE: MANAGING CONSUMER EXPERIENCE.........................................................59
UNIT TITLE: DEVELOPING BRAND STRATEGY.................................................................63
UNIT TITLE: MANAGING MARKETING PROJECTS............................................................66
UNIT TITLE: MANAGING INNOVATIONS/RENOVATIONS...............................................69
UNIT TITLE: MANAGEMENT OF DIGITAL MARKETING..................................................72

©TVET CDACC 2018 ii

 FOREWORD

The provision of quality education and training is fundamental to the Government’s overall
strategy for social economic development. Quality education and training will contribute to
achievement of Kenya’s development blueprint, Vision 2030 and sustainable development goals.
Reforms in the education sector are necessary for the achievement of Kenya Vision 2030 and
meeting the provisions of the Constitution of Kenya 2010. The education sector had to be aligned
to the Constitution of Kenya 2010 and this resulted to the formulation of the Policy Framework
for Reforming Education and Training (Sessional Paper No. 4 of 2016). A key feature of this
policy is the radical change in the design and delivery of the TVET training. This policy
document requires that training in TVET be competency based, curriculum development be
industry led, certification be based on demonstration of competence and mode of delivery allows
for multiple entry and exit in TVET programmes.
These reforms demand that Industry takes a leading role in curriculum development to ensure the
curriculum addresses its competence needs. It is against this background that these Occupational
Standards were developed for the purpose of developing a competency-based curriculum for
Marketing Manager. These Occupational Standards will also be the bases for assessment of an
individual for competence certification.
It is my conviction that these Occupational Standards will play a great role towards development
of competent human resource for the Business Management sector’s growth and development.

PRINCIPAL SECRETARY, VOCATIONAL AND TECHNICAL TRAINING

MINISTRY OF EDUCATION

©TVET CDACC 2018 iii

 PREFACE

Kenya Vision 2030 aims to transform the country into a newly industrializing, “middle-income
country providing a high-quality life to all its citizens by the year 2030”. Kenya intends to create
a globally competitive and adaptive human resource base to meet the requirements of a rapidly
industrializing economy through life-long education and training. TVET has a responsibility of
facilitating the process of inculcating knowledge, skills and attitudes necessary for catapulting
the nation to a globally competitive country, hence the paradigm shift to embrace Competency
Based Education and Training (CBET).
The Technical and Vocational Education and Training Act No. 29 of 2013 and Sessional Paper
No. 4 of 2016 on Reforming Education and Training in Kenya, emphasized the need to reform
curriculum development, assessment and certification. This called for a shift to CBET to address
the mismatch between skills acquired through training and skills needed by industry as well as
increase the global competitiveness of Kenyan labor force.
The TVET Curriculum Development, Assessment and Certification Council (TVET CDACC), in
conjunction with Business Management Sector Skills Advisory Committee (SSAC) have
developed these Occupational Standards for Marketing Manager. These standards will be the
bases for development of competency-based curriculum for Marketing Manager Level 6.
The occupational standards are designed and organized with clear performance criteria for each
element of a unit of competency. These standards also outline the required knowledge and skills
as well as evidence guide.
I am grateful to the Council Members, Council Secretariat, Business Management SSAC, expert
workers and all those who participated in the development of these Occupational Standards.

Prof. CHARLES M. M. ONDIEKI, PhD, FIET (K), Con. EngTech.

CHAIRMAN, TVET CDACC

©TVET CDACC 2018 iv

 ACKNOWLEDGMENT

These Occupational Standards were developed through combined effort of various stakeholders
from private and public organizations. I am thankful to the management of these organizations
for allowing their staff to participate in this course. I wish to acknowledge the invaluable
contribution of industry players who provided inputs towards the development of these
Standards.
I thank TVET Curriculum Development, Assessment and Certification Council (TVET CDACC)
for providing guidance on the development of these Standards. My gratitude goes to Business
Management Sector Skills Advisory Committee (SSAC) members for their contribution to the
development of these Standards. I thank all the individuals and organizations who participated
in the validation of these Standards.
My gratitude also goes to the Ministry of Commerce which enabled the development of these
Standards through the industry experts.
I acknowledge all other institutions which in one way or another contributed to the development
of these Standards.

CHAIRMAN
BUSINESS MANAGEMENT SECTOR SKILLS ADVISORY COMMITTEE

©TVET CDACC 2018 v

©TVET CDACC 2018 vi
 ACRONYMS

TVET: Technical and Vocational Education and Training

CDACC: Curriculum Development, Assessment and Certification Council
ICT: Information communication technology
SWOT: Strength weaknesses opportunities threats
IPR: Intellectual properties right
QMS: Quality Management System
CRM: Customer Relationship Management
CSR: Corporate Social Responsibility
ERM: Enterprise Resource Management
ERP: Enterprise Resource Planning
SOP: Standard Operating Procedures
PR: Public Relations
ISO: International Standards Organization

©TVET CDACC 2018 vii

 KEY TO UNIT CODE
BUS/CU/MKT /BC /01/4 A

Industry or sector

Occupational Standards

Occupational area

Type of competency

Competency number

Competency level

Version control

©TVET CDACC 2018 viii

 COURSE DESCRIPTION
The Business Management level 6 qualifications consist of competencies that an individual must
achieve to enable him/her to perform business management.
The qualification consists three months industrial attachment and the following basic, common
and core competencies:

BASIC COMPETENCIES

S/No Unit Code Unit Name Hours Credit

Factors
1. BUS/MKT/BC/1/6 Communication Skills 40 4
2. BUS/MKT/BC/2/6 Numeracy Skills 60 6
3. BUS/MKT/BC/3/6 Digital Literacy 60 6
4. BUS/MKT/BC/4/6 Entrepreneurial Skills 100 10
5. BUS/MKT/BC/5/6 Employability Skills 80 8
6. BUS/MKT/BC/6/6 Environmental Literacy 40 4
7. BUS/MKT/BC/7/6 Occupational Safety and 40 4
Health Practices
Total 420 42

COMMON UNITS OF COMPETENCY

S/No Unit Code Unit Name Hours Credit
Factors
1. BUS/MKT/CC/1/6 Manage business research 200 20
and development

200 20
Total

©TVET CDACC 2018 ix

CORE COMPETENCIES
S/No Unit Code Unit Name Hours Credit
Factors
1. BUS/MKT/CR/1/6 Coordinating Market 150 15
Analysis

2. BUS/MKT/CR/2/6 Developing Marketing 150 15

Communication Plan
3. BUS/MKT/CR/3/6 Developing Trade Channel 150 15
Plan
3. BUS/MKT/CR/4/6 Manage customer experience 200 20
4. BUS/MKT/CR/5/6 Developing Brand Strategy 180 18
5. BUS/MKT/CR/6/6 Managing Marketing Projects 200 20
6. BUS/MKT/CR/6/6 Manage financial operations 150 15
7. BUS/MKT/CR/7/6 Managing Innovations 200 20
/Renovations
8. BUS/MKT/CR/8/6 Managing Digital Marketing 200 20
Total 0 158
Grand total 2600 260

©TVET CDACC 2018 x

 BASIC UNITS OF COMPETENCY

©TVET CDACC 2018 11

 COMMUNICATION SKILLS

UNIT CODE:BUS/MKT/BC/1/6

Relationship to Occupational Standards

This unit addresses the unit of competency: Demonstrate communication skills

Duration of Unit: 48 hours

Unit Description
This unit describes the competencies required for developing, establishing and maintaining
communication pathways and strategies.
This unit covers the competencies required in meeting communication needs of clients and
colleagues and developing, establishing, maintaining communication pathways and strategies. It
also covers competencies for conducting interview, facilitating group discussion and
representing the organization in various forums.

Summary of Learning Outcomes

1. Utilize specialized communication skills processes
2. Develop communication strategies
3. Establish and maintain communication pathways
4. Promote use of communication strategies
5. Conduct interview
6. Facilitate group discussion
7. Represent the organization
Learning Outcomes, Content and Suggested Assessment Methods
Learning Outcome Content Suggested Assessment
Methods
1. Utilize specialized  Communication process  Written
communication skills  Modes of communication  Oral
processes  Medium of communication
 Effective communication
 Barriers to communication
 Flow of communication
 Sources of information
 Organizational policies
 Organization requirements for
written and electronic
communication methods
 Report writing

©TVET CDACC 2018 12

  Effective questioning techniques
(clarifying and probing)
 Workplace etiquette
 Ethical work practices in handling
communication
 Active listening
 Feedback
 Interpretation
 Flexibility in communication
 Types of communication strategies
 Elements of communication
strategy
2. Develop  Dynamics of groups  Observation
communication  Styles of group leadership  Written
strategies  Openness and flexibility in
communication
 Communication skills relevant to
client groups
3. Establish and maintain  Types of communication pathways  Written
communication  Select appropriate communication  Observation
pathways pathways
4. Promote use of  Application of elements of  Written
communication communication strategies  Observation
strategies  Effective communication
techniques
5. Conduct interview  Types of interview  Written
 Establishing rapport  Observation
 Facilitating resolution of issues
 Developing action plans
6. Facilitate group  Identification of communication  Written
discussion needs  Observation
 Dynamics of groups
 Styles of group leadership
 Presentation of information
 Encouraging group members
participation
 Evaluating group communication
strategies
 Team building
7. Represent the  Presentation techniques  Observation

©TVET CDACC 2018 13

 organization  Development of a presentation  Written
 Multi-media utilization in
presentation
 Communication skills relevant to
client groups
 Public relations

Suggested Delivery Methods

 Instructor led facilitation
 Role playing
 Guest speaker
 Group discussions
 Demonstration by trainer
 Practical work by trainee
 Exercises

Recommended Resources
 Desktop computers/laptops
 Internet connection
 Projectors
 Telephone

©TVET CDACC 2018 14

 NUMERACY SKILLS
UNIT CODE: BUS/MKT/BC/2/6
Relationship to Occupational Standards
This unit addresses the unit of competency: Demonstrate numeracy skills
Duration of Unit: 60 hours
Unit Description
This unit describes the competencies required by a worker in order to apply a wide range of
mathematical calculations for work; apply ratios, rates and proportions to solve problems;
estimate, measure and calculate measurement for work; Use detailed maps to plan travel routes
for work; Use geometry to draw and construct 2D and 3D shapes for work; Collect, organize and
interpret statistical data; Use routine formula and algebraic expressions for work and use
common functions of a scientific calculator.

Summary of Learning Outcomes

1. Apply a wide range of mathematical calculations for work
2. Apply ratios, rates and proportions to solve problems
3. Estimate, measure and calculate measurement for work
4. Use detailed maps to plan travel routes for work
5. Use geometry to draw and construct 2D and 3D shapes for work
6. Collect, organize and interpret statistical data
7. Use routine formula and algebraic expressions for work
8. Use common functions of a scientific calculator

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcome Content Suggested Assessment
Methods
1. Apply a wide  Fundamentals of mathematics  Written tests
range of  Addition, subtraction,  Assignments
mathematical multiplication and division of  Supervised exercises
calculations for positive and negative numbers
work  Algebraic expressions
manipulation
 Forms of fractions, decimals and
percentages
 Expression of numbers as powers and
roots
2. Apply ratios, rates  Rates, ratios and proportions  Written tests
and proportions to  Meaning  Oral questioning

©TVET CDACC 2018 15

 solve problems  Conversions into percentages  Assignments
 Direct and inverse proportions  Supervised exercises
determination
 Performing calculations
 Construction of graphs, charts
and tables
 Recording of information
3. Estimate, measure  Units of measurements and their  Assignments
and calculate symbols  Supervised exercises
measurement for  Identification and selection of  Written tests
work measuring equipment
 Conversion of units of measurement
 Perimeters of regular figures
 Areas of regular figures
 Volumes of regular figures
 Carrying out measurements
 Recording of information
4. Use detailed maps  Identification of features in routine  Oral
to plan travel maps and plans  Written
routes for work  Practical test
 Symbols and keys used in routine
 Observation
maps and plans
 Identification and interpretation of
orientation of map to North
 Demonstrate understanding of
direction and location
 Apply simple scale to estimate length
of objects, or distance to location or
object
 Give and receive directions using
both formal and informal language
 Planning of routes
 Calculation of distance, speed and
time
5. Use geometry to  Identify two dimensional shapes and
draw and routine three-dimensional shapes in
construct 2D and everyday objects and in different
3D shapes for orientations
work  Explain the use and application of
shapes
 Use formal and informal

©TVET CDACC 2018 16

 mathematical language and symbols
to describe and compare the features
of two dimensional shapes and
routine three-dimensional shapes
 Identify common angles
 Estimate common angles in everyday
objects
 Evaluation of unknown angles
 Use formal and informal
mathematical language to describe
and compare common angles
 Symmetry and similarity
 Use common geometric instruments
to draw two dimensional shapes
 Construct routine three dimensional
objects from given nets
6. Collect, organize  Classification of data  Assignments
and interpret  Grouped data  Supervised exercises
statistical data  Ungrouped data  Written tests
 Data collection
 Observation
 Recording
 Distinguishing between sampling and
census
 Importance of sampling
 Errors in sampling
 Types of sampling and their
limitations e.g.
 Stratified random
 Cluster
 Judgmental
 Tabulation of data
 Class intervals
 Class boundaries
 Frequency tables
 Cumulative frequency
 Diagrammatic and graphical
presentation of data e.g.
 Histograms
 Frequency polygons
 Bar charts
 Pie charts
 Cumulative frequency curves
 Interpretation of data

©TVET CDACC 2018 17

7. Use routine  Solving linear equations  Assignments
formula and  Linear graphs  Supervised exercises
algebraic  Plotting  Written tests
expressions for  Interpretation
work  Applications of linear graphs
 Curves of first and second degree
 Plotting
 Interpretation
8. Use common  Identify and use keys for common  Oral
functions of a scientific functions on a calculator  Written
calculator  Practical test
 Calculate using whole numbers,
 Observation
money and routine decimals and
percentages
 Calculate with routine fractions and
percentages
 Apply order of operations to solve
multi-step calculations
 Interpret display and record result

Suggested Delivery Methods

 Group discussions
 Demonstration by trainer
 Practical work by trainee
 Exercises

Recommended Resources
 Calculators
 Rulers, pencils, erasers
 Charts with presentations of data
 Graph books
 Dice
 Internet

©TVET CDACC 2018 18

 DIGITAL LITERACY

UNIT CODE:BUS/ MKT /BC/3/6

Relationship to Occupational Standards

This unit addresses the Unit of Competency: Demonstrate digital literacy

Duration of Unit: 60 hours

Unit Description
This unit describes competencies required to use a computer and other digital devices for the
purposes of communication, work performance and management at the workplace.

Summary of Learning Outcomes

1. Identify computer software and hardware
2. Apply security measures to data, hardware, software in automated environment
3. Apply computer software in solving tasks
4. Apply internet and email in communication at workplace
5. Apply desktop publishing in official assignments
6. Prepare presentation packages

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcome Content Suggested Assessment
Methods
1. Identify computer  Concepts of ICT  Written tests
hardware and software  Functions of ICT  Oral presentation
 History of computers  Observation
 Components of computer
 Classification of computers
2. Apply security  Data security and control  Written tests
measures to data,  Security threats and control measures  Oral presentation
hardware and software  Types of computer crimes  Observation
 Detection and protection against  Project
computer crimes
 Laws governing protection of ICT
3. Apply computer  Operating system  Oral questioning
software in solving  Word processing  Observation
tasks  Spread sheets  Project
 Data base design and manipulation
 Data manipulation, storage and

©TVET CDACC 2018 19

 retrieval
4. Apply internet and  Computer networks  Oral questioning
email in  Network configurations  Observation
communication at  Uses of internet  Oral presentation
workplace  Electronic mail (e-mail) concept  Written report

5. Apply desktop  Concept of desktop publishing  Oral questioning

publishing in official  Opening publication window  Observation
assignments  Identifying different tools and tool  Oral presentation
bars  Written report
 Determining page layout  Project
 Opening, saving and closing files
 Drawing various shapes using DTP
 Using colour pellets to enhance a
document
 Inserting text frames
 Importing and exporting text
 Object linking and embedding
 Designing of various publications
 Printing of various publications
6. Prepare presentation  Types of presentation packages  Oral questioning
packages  Procedure of creating slides  Observation
 Formatting slides  Oral presentation
 Presentation of slides  Written report
 Procedure for editing objects  Project

Suggested Delivery Methods

 Instructor led facilitation of theory
 Demonstration by trainer
 Practical work by trainee
 Viewing of related videos
 Project
 Group discussions

Recommended Resources
 Desktop computers
 Laptop computers
 Other digital devices
 Printers

©TVET CDACC 2018 20

 Storage devices
 Internet access
 Computer software

©TVET CDACC 2018 21

 ENTREPRENEURIAL SKILLS
UNIT CODE: BUS/ MKT /BC/4/6
Relationship to occupational standards

This unit addresses the unit of competency: Demonstrate entrepreneurial skills

Duration of unit: 60 hours

Unit description
This unit describes the competencies critical to demonstration of entrepreneurial aptitudes. It
involves, developing business innovation strategies, developing new markets, customer base,
expanding employed capital and undertaking regional/county expansion while retaining
motivated staff.

Summary of Learning Outcomes

1. Develop business innovation strategies
2. Develop new products/ markets
3. Expand customers and product lines
4. Motivate all staff/workers
5. Expand employed capital base
6. Undertake regional/county business expansion

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcome Content Suggested Assessment
Methods
1. Develop business  Innovation in business  Observation
Innovation strategies  Business innovation strategies  Case studies
 Creativity for business  Individual/group
assignments
development
 projects
 New technologies in  Written
entrepreneurship  Oral
 Linkages with other
entrepreneurs
 Setting strategic directions
 New ideas and approaches
 Entrepreneurial skills
development
 Market trends
 Monitoring and anticipating
market trends

©TVET CDACC 2018 22

  Products and processes in
entrepreneurship
 Business conventions ad
exhibitions
 Business growth refocus
2. Develop new products/  Feasibility study for new  Observation
markets products  Case studies
 Identifying new sources of raw  Individual/group
assignments
material and resources
 projects
 New target markets/customers  Written
 Increasing products and services  Oral
 Marketing improvement
 Intrapreneurship and business
growth
3. Expand customers and  Market demand  Oral
product lines  Regulatory environment  Observation
 Creating product and services  Case studies
 Individual/group
competitive advantages
assignments
 Creating royal client base  projects
 Identifying and maintain new  Written
customers and markets
 Advance product/ service
promotions
 Advance market expansion
 Small business records
management
 Book keeping and auditing for
small businesses
 Computer application software
and programmes
 ICT in customer and product
diversification
4. Motivate staff/workers  Motivation of workers  Observation
 Communication at workplace for  Case studies
motivation purpose  Individual/group
assignments
 Problem solving
 projects
 Conflict resolution at place of  Written
work
 Good staff/workers relation
 Team building and team work

©TVET CDACC 2018 23

  Staff development and
enhancement
 Culture of continuous
improvement
5. Expand employed  Employed capital in business  Observation
capital base  Business share holdings  Case studies
 Types of shares  Individual/group
assignments
 Shares diversification
 projects
 Role of shareholders  Written
 Intrapreneurship  Oral
 Increasing products and services
6. Undertake county/  Region/ county identification  Observation
regional business process  Case studies
expansion  Regional/ county laws and  Individual/group
assignments
regulation
 projects
 Business regional/county  Written
expansion  Oral
 Regional/ County business
expansion
 Innovation in business
 Business expansion and
diversification
 Resources for regional/county
expansion
 Small business Strategic Plan
 Computer software in business
development
 ICT and business growth

Suggested Delivery Methods

 Instructor led facilitation of theory
 Demonstration by trainer
 Practice by trainee
 Role play
 Case study

Recommended Resources
 Case studies for small businesses
 Business plan templates
 Laptop/ desktop computers
 Internet
 Telephone

©TVET CDACC 2018 24

 Writing materials

©TVET CDACC 2018 25

 EMPLOYABILITY SKILLS
UNIT CODE: BUS/ MKT /BC/5/6
Relationship to Occupational Standards
This unit addresses the Unit of Competency: Demonstrate employability skills
Duration of Unit: 48 hours
Unit Description
This unit covers competencies required to demonstrate employability skills. It involves
competencies for exuding self-awareness and ability to deal with everyday life challenges;
demonstrating critical safe work habits and leading a workplace team; planning and organizing
work activities; applying learning, creativity and innovativeness in workplace functions;
pursuing professional growth and managing time effectively in the workplace.

Summary of Learning Outcomes

1. Develop self-awareness and ability to deal with life challenges
2. Demonstrate critical safe work habits for employees
3. Lead a workplace team
4. Plan and organize work
5. Maintain professional growth and development in the workplace.
6. Demonstrate learning, creativity and innovativeness in the workplace.

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcome Content Suggested Assessment

Methods
1. Develop self-  Self-awareness  Observation
awareness and ability  Formulating personal vision,  Written
to deal with life mission and goals  Oral interview
challenges  Strategies for overcoming life  Third party report
challenges
 Managing emotions
 Emotional intelligence
 Asserting one-self
 Assertiveness versus
aggressiveness
 Expressing personal thoughts,
feelings and beliefs
 Self esteem
 Developing and maintaining high

©TVET CDACC 2018 26

 self-esteem
 Developing and maintaining
positive self-image
 Sharing personal feelings
 Setting performance targets
 Monitoring and evaluating
performance
 Articulating ideas and aspirations
 Accountability and responsibility
 Stress and stress management  Observation
2. Demonstrate critical
 Time concept  Written
safe work habits for
 Punctuality and time consciousness  Oral interview
employees
 Leisure  Third party report
 Integrating personal objectives into
organizational objectives
 Resources mobilization
 Resources utilization
 Setting work priorities
 Developing healthy relationships
 HIV and AIDS
 Drug and substance abuse
 Dealing with emerging issues
 Leadership  Observation
3. Lead a workplace
 Influence  Oral interview
team
 Team building  Written
 Determination of team roles and  Third party report
objectives
 Team parameters and relationships
 Individual responsibilities in a team
 Forms of communication
 Business communication
 Complementing team activities
 Gender and gender mainstreaming
 Human rights protocols
 Developing healthy relationships
 Maintaining relationships
 Conflicts and conflict resolution
 Planning  Observation
4. Plan and organize
 Organizing  Oral interview
work
 Schedules of activities  Written

©TVET CDACC 2018 27

  Developing work plans  Third party report
 Developing work goals/objectives
and deliverables
 Monitoring work activities
 Evaluating work activities
 Resource mobilization
 Resource allocation
 Resource utilization
 Decision making
 Problem solving
 Negotiation
5. Maintain professional  Avenues for professional growth  Observation
growth and  Training and career opportunities  Oral interview
development in the  Assessing training needs  Written
workplace  Mobilizing training resources  Third party report
 Licenses and certifications for
professional growth and
development
 Pursuing personal and
organizational goals
 Managing work priorities and
commitments
 Recognizing career advancement
6. Demonstrate learning,  Managing own learning  Observation
creativity and  Mentoring  Oral interview
innovativeness in the  Coaching  Written
workplace  Networking  Third party report
 Variety of learning context
 Application of learning
 Safe use of technology
 Taking initiative/proactivity
 Flexibility
 Identifying opportunities
 Generating new ideas
 Workplace innovation
 Performance improvement

Suggested Methods of Delivery

 Instructor lead facilitation of theory
©TVET CDACC 2018 28
  Demonstrations
 Simulation/Role play
 Group Discussion
 Presentations
 Projects
 Case studies
 Assignments

Recommended Resources
 Computers
 Stationery
 Charts
 Video clips
 Audio tapes
 Radio sets
 TV sets
 LCD projectors

©TVET CDACC 2018 29

 ENVIRONMENTAL LITERACY
UNIT CODE: BUS/ MKT /BC/6/6
Relationship to Occupational Standards:
This unit addresses the unit standard: Demonstrate environmental literacy
Duration of Unit: 60 hours
Unit Description
This unit describes the competencies required to control environmental hazard, control
environmental pollution, comply with workplace sustainable resource use, evaluate current
practices in relation to resource usage, identify environmental legislations/conventions for
environmental concerns, implement specific environmental programs, monitor activities on
environmental protection/programs, analyse resource use and develop resource conservation
plans.

Summary of Learning Outcomes

1. Control environmental hazard
2. Control environmental Pollution
3. Demonstrate sustainable resource use
4. Evaluate current practices in relation to resource usage
5. Identify Environmental legislations/conventions for environmental concerns
6. Implement specific environmental programs
7. Monitor activities on Environmental protection/Programs
8. Analyse resource use
9. Develop resource conservation plans

Learning Outcomes, Content and Suggested Assessment Methods

Suggested Assessment
Learning Outcome Content
Methods

1. Control environmental  Purposes and content of Environmental  Written questions

hazard Management and Coordination Act 1999  Oral questions
 Storage methods for environmentally  Observation of work
hazardous materials procedures
 Disposal methods of hazardous wastes
 Types and uses of PPE in line with
environmental regulations
 Occupational Safety and Health Standards
(OSHS)
2. Control environmental  Types of pollution  Written questions

©TVET CDACC 2018 30

 Pollution control  Environmental pollution control measures  Oral questions
 Types of solid wastes  Observation of work
 Procedures for solid waste management procedures
 Different types of noise pollution  Role play
 Methods for minimizing noise pollution
3. Demonstrate  Types of resources  Written questions
sustainable resource use  Techniques in measuring current usage of  Oral questions
resources  Observation of work
 Calculating current usage of resources procedures
 Methods for minimizing wastage  Role play
 Waste management procedures
 Principles of 3Rs (Reduce, Reuse,
Recycle)
 Methods for economizing or reducing
resource consumption
4. Evaluate current  Collection of information on  Written questions
practices in relation to environmental and resource efficiency  Oral questions
resource usage systems and procedures,  Observation of work
 Measurement and recording of current procedures
resource usage  Role play
 Analysis and recording of current
purchasing strategies.
 Analysis of current work processes to
access information and data
 Identification of areas for improvement

5. Identify Environmental  Environmental issues/concerns  Written questions

legislations/conventions  Environmental legislations /conventions  Oral questions
for environmental and local ordinances  Observation of work
concerns  Industrial standard /environmental procedures
practices
 International Environmental Protocols
(Montreal, Kyoto)
 Features of an environmental strategy
6. Implement specific  Community needs and expectations  Written questions
environmental  Resource availability  Oral questions
programs  5s of good housekeeping  Observation of work
 Identification of programs/Activities procedures
 Setting of individual roles  Role play
/responsibilities
 Resolving problems /constraints

©TVET CDACC 2018 31

 encountered
 Consultation with stakeholders
7. Monitor activities on  Periodic monitoring and Evaluation of  Oral questions
Environmental activities  Written tests
protection/Programs  Gathering feedback from stakeholders  Practical test
 Analysing data gathered  Observation
 Documentation of recommendations and
submission
 Setting of management support systems to
sustain and enhance the program
 Monitoring and reporting of environmental
incidents to concerned /proper authorities
8. Analyse resource use  Identification of resource consuming  Written tests
processes  Oral questions
 Determination of quantity and nature of  Practical test
resource consumed  Observation
 Analysis of resource flow through
different parts of the process.
 Classification of wastes for possible source
of resources.
9. Develop resource  Determination of efficiency of  Written tests
Conservation plans use/conversion of resources  Oral questions
 Causes of low efficiency of use of  Practical test
resources  Observation
 Plans for increasing the efficiency of
resource use

Suggested Delivery Methods

 Instructor led facilitation of theory
 Practical demonstration of tasks by trainer
 Practice by trainees
 Observations and comments and corrections by trainers

Recommended Resources
 Standard operating and/or other workplace procedures manuals
 Specific job procedures manuals
 Environmental Management and Coordination Act 1999
 Machine/equipment manufacturer’s specifications and instructions
 Personal Protective Equipment (PPE)

©TVET CDACC 2018 32

 ISO standards
 Company environmental management systems (EMS)
 Montreal Protocol
 Kyoto Protocol

©TVET CDACC 2018 33

 OCCUPATIONAL SAFETY AND HEALTH PRACTICES

UNIT CODE:BUS/ MKT /BC/7/6

Relationship to Occupational Standards

This unit addresses the unit of competency: Demonstrate occupational safety and health practices

Duration of Unit: 30 hours

Unit Description
This unit describes the competencies required to comply with regulatory and organizational
requirements for occupational safety and health.

Summary of Learning Outcomes

1. Identify workplace hazards and risk
2. Identify and implement appropriate control measures to hazards and risks
3. Implement OSH programs, procedures and policies/guidelines

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcome Content Suggested Assessment
Methods
1. Identify workplace  Identification of hazards in the  Oral questions
hazards and risks workplace and/or the indicators of  Written tests
their presence  Observation of
 Evaluation and/or work trainees identify
environment measurements of OSH hazards and risks
hazards/risk existing in the
workplace is conducted by
 Authorized personnel or agency
 Gathering of OHS issues and/or
concerns raised
2. Identify and implement  Prevention and control measures,  Oral questions
appropriate control including use of PPE (personal  Written tests
measure to hazards and protective equipment) for specific  Practical test
risks hazards are identified and  Observation of
implemented implementation of
 Appropriate risk controls based on control measures
result of OSH hazard evaluation is
recommended
 Contingency measures, including

©TVET CDACC 2018 34

 emergency procedures during
workplace incidents and
emergencies are recognized and
established in accordance with
organization procedures
3. Implement OSH  Providing information to work team  Oral questions
programs, procedures about company OHS program,  Written
and policies/guidelines procedures and policies/guidelines  Practical test
 Participating in implementation of  Observation
OSH procedures and policies/
guidelines
 Training of team members and
advice on OSH standards and
procedures
 Implementation of procedures for
maintaining OSH-related records

Suggested Delivery Methods

 Instructor led facilitation of theory
 Demonstration by trainer
 Practical work by trainee
 Viewing of related videos
Recommended Resources
 Standard operating and/or other workplace procedures manuals
 Specific job procedures manuals
 Machine/equipment manufacturer’s specifications and instructions
 Personal Protective Equipment (PPE) e.g.
 Mask
 Face mask/shield
 Safety boots
 Safety harness
 Arm/Hand guard, gloves
 Eye protection (goggles, shield)
 Hearing protection (ear muffs, ear plugs)
 Hair Net/cap/bonnet
 Hard hat
 Face protection (mask, shield)
 Apron/Gown/coverall/jump suit
 Anti-static suits
 High-visibility reflective vest

©TVET CDACC 2018 35

 COMMON UNITS OF COMPETENCY

UNIT TITLE: MANAGING BUSINESS RESEARCH AND DEVELOPMENT

UNIT CODE: BUS/ MKT /CC/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Develop business strategies
Duration of Unit: …… hours

Unit Description
This unit specifies the competencies required to manage business research and development. It
involves establishing research problems, developing research plan, conducting business research,
analysing and documenting research findings.

Summary of Learning Outcomes

1. Establish research problem
2. Develop research plan
3. Conduct business research
4. Analyse business research finding
5. Document business research findings

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Establish research  Carrying out business  Observation
problem research needs  Written
 Gathering customer  Oral
feedback  Case studies
 Establishing business
research problem
2. Develop research  Identifying research  Written
plan geographical area and  Practical
target population.  Case studies
 Determining research
cost
 Establishing research
personnel.
 Identifying research
methods.
 Identification research
tools, equipment and

©TVET CDACC 2018 36

 materials.
 Developing research
hypothesis
 Developing research
schedule.
3. Conduct business  Identifying research  Written
research tools, equipment and  Practical
materials  Observation
 Conducting  Case studies
reconnaissance
 Collecting business
research data
 Adhering to research
schedule
4. Analyse business  Collecting business  Written
research finding research data  Practical
 Establishing business  Case studies
data analysis tools.
 Analysing business
research data.

5. Document  Obtaining report  Written

business research writing tools  Practical
findings  Developing business  Case studies
report
 Implementation report.

Suggested Delivery Methods

 Instructor led facilitation of theory
 Demonstration by trainer
 Practical work by trainee
 Viewing of related videos
List of Recommended Resources

Tools and equipment

 Calculator
 Computer
 Stationeries
 Camera
 Internet
 Tablets

©TVET CDACC 2018 37

Materials
 Questionnaires
 Mark pens

PPEs
 Safety Shoes, Gloves, Sunscreen lotions

References
 Books from business authors
 Company operating procedures
 Industry/workplace codes of practice
 Customer requirements
 Marketing needs report

©TVET CDACC 2018 38

 CORE UNITS OF COMPETENCY

©TVET CDACC 2018 39

 UNIT TITLE: MANAGING MARKETING STRATEGY

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Manage marketing strategies
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to manage marketing strategy. It involves
determining market analysis model and marketing priorities to drive strategy, conducting market
risk analysis, designing route to market, consolidating marketing plans, carrying out marketing
activities and monitoring and evaluating marketing activities.

Summary of Learning Outcomes

1. Determine market analysis model
2. Determine marketing priorities to drive strategy
3. Conduct market risk analysis
4. Design route to market
5. Consolidate marketing plans
6. Carry out marketing activities
7. Monitor and evaluate marketing activities

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Determine market  Setting marketing  Observation
analysis model objectives  Written
 Determining  Oral
demographics and  Project
segmentation  Case studies
 Defining target market.
 Assessing market needs
 Analysing competition
 Types of market
analysis models
 Selecting market
analysis model

©TVET CDACC 2018 40

2. Determine  Identifying functional  Written
marketing priorities area policy  Project
to drive strategies  Identifying marketing  Observation
activities  Case studies
 Analysing marketing  Oral
activities
 Criteria/ factors in
prioritizing marketing
activities
 Prioritizing marketing
activities
3. Conduct market risk  Identifying market  Observation
analysis risks  Project
 Categorising market  Written
risks  Oral
 Appointing market risk  Case studies
monitors
 Developing and
implementing control
activities
 Carrying out periodic
reviews of market risk
4. Design route to  Meaning and  Observation
market importance of  Case studies
distribution landscape  Project
 Evaluating distribution  Written
landscape  Oral
 Identifying optimal
distribution channel
 Prioritising potential
retail/ distribution
partners
5. Consolidate  Defining marketing  Observation
marketing plans objectives and  Project
marketing plans  Case studies
 Preparing marketing  Written
plans  Oral
 Prioritizing marketing
activities
 Allocating marketing
Resources
 Consolidating
marketing plans

©TVET CDACC 2018 41

 6. Carry out marketing  Preparing marketing  Observation
activities calendar of activities  Written
 Approving marketing  Oral
calendar  Project
 Assigning roles  Case studies
 Conducting marketing
activities
7. Monitor and  Identifying data  Observation
evaluate marketing collection tools and  Written
activities methods  Oral
 Collecting and  Project
Analysing marketing  Case studies
activity information
 Comparing marketing
findings with
marketing objectives
 Carrying out corrective
action
 Carrying out follow up
on corrective action

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking

List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets

©TVET CDACC 2018 42

  Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 43

 UNIT TITLE: CONDUCTING MARKET ANALYSIS

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Conduct market analysis
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to conduct market analysis. It involves
establishing market analysis objectives, preparing market analysis budget, conducting market
segmentation, gathering market analysis data and preparing market analysis report.

Summary of Learning Outcomes

1 Establish market analysis objectives
2 Prepare market analysis budget
3 Conduct market segmentation
4 Gather market analysis data
5 Prepare market analysis report.

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Establish market  Analysing marketing  Observation
analysis objective. environment  Written
 Carrying out SWOT  Oral
analysis  Project
 Developing Marketing  Case studies
analysis objectives
2. Prepare market  Identifying available  Written
analysis budget resources  Project
 Undertaking market  Observation
analysis activities  Case studies
 Match available
resources with
identified activities
 Determining resource
deficit
 Carrying out
adjustment in budget
 Approval of budget

©TVET CDACC 2018 44

3. Conduct market  Determining rationale  Observation
segmentation for segmentation  Project
 Creating market  Written
segments  oral
 Analysing segments  Case studies
 Selecting target
segment
4. Gather market  Identifying target  Observation
analysis data audience  Case studies
 Determining data  Project
collection method  Written
 Preparing market  Oral
analysis budget
 Collecting data
 Analysing data
collected
5. Prepare market  Compiling and  Observation
analysis report evaluating data  Project
collected  Case studies
 Making  Written
recommendations  Oral
 Preparing marketing
analysis report

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking
List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery

©TVET CDACC 2018 45

  Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 46

 UNIT TITLE: DEVELOPING MARKETING COMMUNICATION PLAN

UNIT CODE: BUS/ MKT /CR/2/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Develop marketing communication plan
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to develop marketing communication plan. It
involves establishing brand essence, evaluating consumer insight, designing and testing
communication content, carrying out corrective action and preparing a marketing communication
plan.

Summary of Learning Outcomes

1. Determine brand essence
2. Evaluate consumer insight
3. Design communication content
4. Test communication content and channel
5. Carry out corrective action
6. Prepare a marketing communication plan

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Determine brand  Determining brand  Observation
essence characteristics  Written
 Determining brand  Oral
benefits  Project
 Aligning brand benefits  Case studies
with the marketing
objectives
 Determining brand
essence
2. Evaluate  Determining target  Written
consumer insight group  Project
 Identifying data  Observation
collection instruments  Case studies
 Preparing budget for
©TVET CDACC 2018 47
 data collection
 Collecting consumer
insight data
 Evaluating consumer
insights data
3. Design  Selecting tag line  Observation
communication  Determining  Project
content communication  Written
channel  Oral
 Designing content  Case studies
aesthetics
 Creating
communication content
4. Test  Identifying target  Observation
communication audience  Case studies
content and  Identifying  Project
communication  Written
channel
channel  Oral
 Scheduling
communication content
in the channels
 Sending
communication content
 Analysing target
audience responses
5. Carry out  Documenting analysed  Observation
corrective action responses  Project
 Identifying and  Case studies
selecting optimal  Written
corrective action  Oral
 Correcting
communication content
 Rolling out revised
communication
content/channel
 Preparing corrective
action report
6. Prepare a  Identifying marketing  Observation
marketing communication  Written
communication objectives  Oral
 Selecting target  Project
plan
audience  Case studies
 Identifying unique
selling point
 Selecting
communication

©TVET CDACC 2018 48

 channels
 Establishing
communication plan
timelines
 Evaluating
communication plan
results

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking

List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 49

©TVET CDACC 2018 50
 UNIT TITLE: DEVELOPING MARKETING BUDGET

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Develop marketing budget
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to develop marketing budget. It involves
establishing marketing priorities and marketing budget, preparing marketing activities schedule,
allocating costs to marketing activities, determining marketing activities revenue projections and
presenting marketing budget for approval.

Summary of Learning Outcomes

1. Establish marketing priorities
2. Establish marketing budget
3. Prepare marketing activity schedule
4. Allocate costs to marketing activities
5. Determine marketing activities revenue projections
6. Present marketing budget for approval

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Establish marketing  Reviewing previous  Observation
priorities marketing plans  Written
 Establishing Marketing  Oral
objectives  Project
 Reviewing previous  Case studies
priorities
 Analyzing competition
 Establishing marketing
priorities

2. Establish marketing  Identifying marketing  Written

budget budget approach  Project
 Determining marketing  Observation
budget expenditure  Case studies
 Determining budgeting
methods
 Preparing marketing

©TVET CDACC 2018 51

 budget
3. Prepare marketing  Carrying out review of  Observation
activity schedule available organization  Project
resources  Written
 Identifying marketing  Oral
activities  Case studies
 Allocating organization
resources to identified
marketing activities
 Preparing marketing
activities schedule

4. Allocate costs to  Determining budget  Observation

marketing activities period  Case studies
 Assigning  Project
responsibilities to  Written
budget holders  Oral
 Determining
expenditure limits of
marketing activities
 Prioritizing marketing
sub-activities
 Allocating costs to
marketing activities
5. Determine marketing  Reviewing previous  Observation
activities revenue revenue budgets  Project
projections  Analysing current  Case studies
competitor landscape  Written
 Analysing internal  Oral
capacities
 Carrying out current
situation analysis in
comparison to
competitors
 Carrying out revenue
projection re-forecasts
 Determining
assumptions in budgets
 Preparing marketing
activities revenue
projections
6. Present marketing  Consolidating  Observation
budget for approval marketing budgets  Written
 Presenting consolidated  Oral
budget to the top  Project
management  Case studies

©TVET CDACC 2018 52

  Approving and
publicizing budget

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking

List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 53

 UNIT TITLE: DEVELOPING TRADE CHANNEL PLANS

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Develop trade channel plans
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to develop trade channel plans. It includes
managing compliance and regulatory activities, carrying out consumer and market mapping,
matching consumer needs to distribution channel, gathering channel insights, determining best
channel(s), determining trade activities and preparing trade channel plans.

Summary of Learning Outcomes

1. Manage compliance and regulatory activities
2. Carry out consumer and market mapping
3. Match consumer needs to distribution channel
4. Gather channel insights
5. Determine best channel(s)
6. Determine trade activities
7. Prepare trade channel plans

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Manage compliance  Identification of relevant  Observation
and regulatory compliance and regulatory  Written

activities authorities and  Oral

laws/regulations  Project
 Identifying marketing  Case studies
compliance and regulations
requirements
 Assessing product and
services for regulatory
requirements
 Undertaking corrective
measures
 Monitoring compliance
process and status

©TVET CDACC 2018 54

2. Carry out consumer  Assessing consumer  Written
and market mapping trends  Project
 Specifying  Observation
geographical realities  Case studies
 Analysing trade
Landscape
 Identifying key trade
channels
3. Match consumer  Determining market  Observation
needs to distributor size  Project
channel  Determining pricing  Written
strategy  Oral
 Identify distribution  Case studies
channels
 Analysing consumer
purchasing patterns
 Selecting distribution
channel
4. Gather channel  Identifying Best in  Observation
insights Class Route to Market  Case studies
(RtM) Models  Project
 Analysing model of  Written
Competitor RtM  Oral
 Analysing channels
performance

5. Determine best  Identifying RtM  Observation

channel(s) options.  Project
 Determining  Case studies
characteristics of  Written
picture of success.  Oral
 Selecting RtM
 Defining, preparing
and approving Strategy
Map
6. Determine trade  Carrying out channel  Observation
activities classification.  Written
 Preparing territory  Oral
planning and allocation  Project
 Selecting technology  Case studies
for monitoring trade
activities.
 Selecting Point of sale
Material (POSM)
 Scheduling trade
activities

©TVET CDACC 2018 55

7. Prepare trade channel  Preparing trade tool  Observation
plans kit  Written
 Preparing activity  Oral
Calendar  Project
 Preparing trade activity  Case studies
budgets
 Selecting and
approving trade
channel plans

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking
List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 56

 UNIT TITLE: MANAGING CONSUMER EXPERIENCE

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Manage consumer experience
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to manage consumer experience. It involves
collecting consumer insights, determining engagement model, creating communication content,
testing engagement content, evaluating consumer experience, innovating and renovate consumer
experience pipeline and preparing consumer experience report.

Summary of Learning Outcomes

1. Collect consumer insights
2. Determine engagement model
3. Create communication content
4. Test engagement content
5. Evaluate consumer experience
6. Innovate and renovate consumer experience pipeline
7. Prepare consumer experience report.

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Collect consumer  Identifying target audience  Observation
insights  Preparing consumer  Written
insight budget  Oral
 Identifying channels of  Project
collecting consumer insight  Case studies
information
 Collecting and analysing
historical data on consumer
behaviour
 Identifying gaps in current
trends
 Preparing and sharing
consumer insight report
2. Determine  Identifying purpose of  Written
engagement model engagement model  Project
 Identifying target  Observation
audience  Case studies

©TVET CDACC 2018 57

  Determining
engagement channels
 Carrying out audience
engagement
 Evaluating
engagement models
3. Create  Selecting tag line  Observation
communication  Determining  Project
content communication  Written
channel  Oral
 Designing content  Case Studies
aesthetics
 Creating
communication content
4. Test engagement  Identifying target  Observation
content audience  Case studies
 Identifying  Project
communication  Written
channel  Oral
 Engagement schedule
is prepared
 Rolling out content for
audience engagement
 Analysing audience
responses
5. Evaluate consumer  Selecting target  Observation
experience audience  Project
 Determining consumer  Case studies
experience to be  Written
measured  Oral
 Designing data
collection channels
 Collecting and
analysing data
 Identifying consumer
experience gaps
 Identifying and
carrying out corrective
measures
 Preparing consumer
experience report.
6. Innovate and renovate  Identifying target  Observation
consumer experience audience  Written
pipeline  Collecting consumer  Oral
insight data  Project
 Analysing competitor  Case studies

©TVET CDACC 2018 58

 activity
 Identify consumer
satisfaction gaps
 Modifying existing
processes
 Creating new processes
 Creating prototype
 Launching new process
7. Prepare consumer  Collecting and  Observation
experience report. analysing consumer  Written
experience data  Oral
 Compiling and sharing  Project
consumer experience  Case studies
recommendations
report
 Regular/ periodic
monitoring and review
of consumer experience

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking
List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

©TVET CDACC 2018 59

 References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 60

 UNIT TITLE: DEVELOPING BRAND STRATEGY

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Develop brand strategies
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to develop brand strategy. It involves determining
brand objectives, manage brand barriers, determining brand identity and brand positioning,
developing content communication strategy, and evaluate brand strategy.

Summary of Learning Outcomes

1. Determine brand objectives
2. Managing brand barriers
3. Determine brand identity
4. Determine brand positioning
5. Develop communication strategy content
6. Evaluate brand strategy

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Determine brand  Determining brand  Observation
objectives purpose  Written
 Identifying brand  Oral
audience  Project
 Determining Brand  Case studies
objectives
 Assessing brand
objectives timelines
2. Managing brand  Creating customer  Written
barriers profile  Project
 Carrying out market  Observation
research  Case studies
 Identifying and analysing  Oral
brand barriers
 Carrying out crushing of
brand barriers
 Reassessing brand

©TVET CDACC 2018 61

 offering
3. Determine brand  Determining brand  Observation
identity persona.  Project
 Comparing brand  Written
identity to competition  oral
offering.  Case Study
 Reviewing existing
brand for compliance
with existing
legislation, rules and
regulations.
 Identifying regulatory
and compliance
authorities
 Developing brand
visuals
4. Determine brand  Reviewing target  Observation
positioning audience  Case studies
 Defining market.  Project
 Analysing brand  Written
competition  Oral
 Identifying critical
brand benefits
 Communicating brand
benefits to consumers
5. Develop  Determining brand  Observation
communication communication  Project
strategy content objectives.  Case studies
 Developing key  Written
messages.  Oral
 Developing
communication tactical
plan.
 Carrying out review of
communication content

6. Evaluate brand  Analysing brand  Observation

strategy feedback from target  Written
audience  Oral
 Carrying out customer  Project
satisfaction measures  Case studies
and surveys
 Testing brand
acceptance
 Measuring brand
impact

©TVET CDACC 2018 62

Suggested Delivery Methods
 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking
List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 63

 UNIT TITLE: MANAGING MARKETING PROJECTS

UNIT CODE: BUS/ MKT /CR/1/6

Relationship to Occupational Standards:

This unit addresses the unit of competency: Manage marketing projects
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to manage marketing projects. It involves initiating
and planning marketing projects, carrying out project implementation, monitoring and evaluating
marketing project, closing marketing projects and publicizing market project report

Summary of Learning Outcomes

1. Initiate marketing project
2. Plan marketing project
3. Carry out project implementation
4. Monitor and evaluate marketing project
5. Close marketing project
6. Publicize marketing project report

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
 Analysing brand health  Observation
1. Initiate marketing  Identifying market review  Written
project tools and techniques  Oral
 Reviewing market share  Project
 Determining marketing  Case studies
project objectives
 Identifying marketing
projects
 Selecting priority projects
2. Plan marketing  Determining project scope  Written
project  Selecting project team  Project
 Defining and assigning roles  Observation
 Preparing project activities  Case studies
 Defining project timelines  Oral
 Preparing project budget
 Developing contingency
plans
 Approving project plan

©TVET CDACC 2018 64

3. Carry out project  Allocating resources  Observation
implementation  Undertaking outsourcing  Project
services  Written
 Coordinating project staff  Oral
 Executing project  Case studies
implementation plan
4. Monitor and evaluate  Evaluating project progress  Observation
marketing project  Monitoring project variables  Case studies
 Identifying project gaps  Project
 Formulating appropriate  Written
corrective action  Oral
 Undertaking projects
corrective actions.
 Updating project progress
report
5. Close marketing  Verifying project  Observation
project deliverables  Project
 Carrying out procurement  Case studies
closure  Written
 Presenting marketing project  Oral
closure report for approval
 Reassigning resources to
respective departments
6. Publicize marketing  Communicating project  Observation
project report  Written
 Celebrating project success  Oral
 Carrying out reward and  Project
recognition  Case studies
 Identifying and evaluating
project shortcomings
 Undertaking corrective
actions on identified
shortcomings
 Evaluating feedback and
ideas generated
 Discrepancies between
projected and actual budget
are tabulated and analysed

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking

©TVET CDACC 2018 65

List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard

Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

UNIT TITLE: MANAGING INNOVATIONS/RENOVATIONS

UNIT CODE: BUS/BM/CR/1/6

©TVET CDACC 2018 66

Relationship to Occupational Standards:
This unit addresses the unit of competency: Manage innovations/renovations
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to manage innovations/renovations. It involves

carrying out market opportunity assessment, conducting conceptualization workshop, carrying
out feasibility study, developing a prototype, launching final product, conducting post-launch
evaluation.

Summary of Learning Outcomes

1. Carry out market opportunity assessment
2. Conduct conceptualization workshop
3. Carry out feasibility study
4. Develop prototype
5. Launch final product
6. Conduct post-launch evaluation.

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Carry out market  Reviewing Industry landscape  Observation
opportunity  Identifying market needs  Written

assessment  Assessing competition.  Oral

 Analysing target audience  Project
 Identifying market opportunity.  Case studies

2. Conduct  Identifying relevant stakeholders  Written

conceptualization  Preparing Workshop schedule.  Project
workshop  Analysing stakeholder ideas.  Observation
 Identifying big idea  Case studies
 Preparing conceptualization report
3. Carry out feasibility  Evaluating alternatives for  Observation
study conducting feasibility study  Project
.  Assessing market status  Written
 Carrying out technical and  oral
financial analysis  Case studies
 Reporting feasibility study
findings
 Making decision on feasible idea

©TVET CDACC 2018 67

4. Develop prototype  Establishing prototype objective  Observation
 Defining prototype functionality  Case studies
 Developing prototype  Project
 Testing prototype  Written
 Evaluating prototype feedback.  Oral
 Carrying out prototype
modifications

5. Launch final product  Approving final prototype.  Observation

 Preparing roll out plan  Project
 Preparing roll out budget  Case studies
 Launching final product  Written
 Oral

6. Conduct post launch  Gathering product feedback  Observation

evaluation  Evaluating product feedback  Written
 Carrying out product  Oral
renovation  Project
 Redeploying renovated product to  Case studies
the market
 Maintaining product optimization

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking
List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets

©TVET CDACC 2018 68

  Control charts
 Branded materials
 Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 69

 UNIT TITLE: MANAGEMENT OF DIGITAL MARKETING

UNIT CODE:

Relationship to Occupational Standards:

This unit addresses the unit of competency: Manage Digital Marketing
Duration of Unit: …… hours

Unit Description

This unit specifies the competencies required to Determine Marketing Objective, Identify target
audience, Identifying digital marketing channel, Managing content, Monitoring and Evaluating.

Summary of Learning Outcomes

1. Determine marketing objectives
2. Identify target audience
3. Identify digital marketing channel
4. Manage content for digital marketing
5. Monitor and Evaluate digital marketing

Learning Outcomes, Content and Suggested Assessment Methods

Learning Outcomes Content Suggested Assessment

Methods
1. Determine marketing  Conducting Product/service SWOT  Observation
objectives analysis  Written
 Determining current product/service  Oral
positioning  Project
 Formulating strategy to market  Case studies
product/service
 Formulating improvement plans to
address identified weaknesses
 Sharing strategy and improvement
plan
2. Identify target  Assessing consumer trends  Written
audience  Specifying consumer geographical  Project
realities  Observation
 Analysing trade landscape  Case studies
 Identifying trade channels
3. Identify digital  Identifying available digital media  Observation
marketing channel  Defining goals for using digital  Project
marketing channels  Written
 Developing digital marketing budget  oral
 Identifying available personnel talent  Case studies

©TVET CDACC 2018 70

  Determining digital marketing channel
to use
4. Manage content  Development of digital marketing  Observation
policies  Case studies
 Developing content based on  Project
marketing policies  Written
 Assigning marketing roles and  Oral
responsibilities
 Maintaining and updating digital
marketing information/ content
5. Monitor and Evaluate  Development of data collection and
digital marketing assessment tools
 Conducting data collection and
analysis
 Identification of improvement
measures for digital marketing strategy
 Implementation of identified
improvement measures
 Regular monitoring and review of
digital marketing strategy

Suggested Delivery Methods

 Instructor led facilitation
 Demonstration by trainer
 Practical work by trainee
 Viewing videos
 Group discussions and presentations
 Field work and benchmarking
List of Recommended Resources

Tools and equipment

 Tablets
 Computers
 Cameras
 Projectors
 Mobile phones
 Internet connectivity
 Printers
 Scanner
 Whiteboard
Materials
 Stationery
 Developed questionnaires
 Check sheets
 Control charts
 Branded materials

©TVET CDACC 2018 71

  Point Of Sale Materials (Brochures, Fliers, wobbler)

References
 Company operating procedures
 Internet
 Books
 Industry codes of practice
 Customer requirements
 Organization strategic plans
 Industry and Organization Report

©TVET CDACC 2018 72