National Occupational Standards in
Archaeological Practice

working | NOS home | the NOS framework | NOS map |

Section A | Section B | Section C | Section D | Section E | Section F | Section G | Section H | Section J | Section K

AH5 Plan marketing activities

AH5.1 Plan and commission marketing materials

Performance Required

This will involve:

1. defining the target audience for marketing activities
2. defining the desired outcome of marketing activities
3. preparing a marketing plan that will attract, satisfy and retain the target audience
4. costing the marketing plan and securing an appropriate budget
5. taking into account relevant legislation and guidelines
6. taking into account internal and external policies, guidelines and codes of conduct
7. identifying stakeholders and partners
8. co-ordinating marketing activities with press and public relations opportunities

Occupational Context

1. Marketing plan
   • aims
   • target audience(s) / markets
   • attendance / take-up / income targets
   • methods
   • materials
   • distribution
   • costings
   • timetable
   • evaluation strategy

Knowledge Requirements

You need to know and understand how to:

• Analyse risks and benefits
• Use marketing to attract, satisfy and retain customers

You need to know about:

• Marketing theory and practice
• Target market and audiences
• Effective use of advertising and marketing materials
• Budgeting and financial control
• local and national advertising, distribution and communication media
• Importance of branding and corporate identity
• Effective use of design in marketing
• Key objectives of organisation
• Commercial awareness
• Communications

Required Skills

You should demonstrate:

• How to plan and carry out evaluation strategies
• Use of Press and PR
• Copywriting
• Negotiating
• Teamworking

Evidence Required

You should provide evidence that you can Develop a marketing plan

The candidate should be questioned, based upon the documentation provided, to explore how they:

• planned and evaluated commissioned marketing materials.

Evidence Rules

The candidate should have been involved in planning and carrying out at least two marketing activities.

This site will look best in a browser that supports web standards, but is accessible to any browser or Internet device. Further information

TORC is a service of the Archaeology Training Forum, operated by the Council for British Archaeology and supported by English Heritage. Further information

Today's date: 31/7/2010
This page last updated: 27/7/2007 16:17