The global skills and competency framework for the digital world

Marketing MKTG

Researching, analysing and stimulating potential or existing markets for products and services.

Levels of responsibility for this skill

2 3 4 5 6

Updates for SFIA 9

  • There is an updated version of this skill for SFIA 9.
  • Theme(s) influencing the updates for this skill: Support for specialised domains in the field of marketing, Making SFIA easier to consume (enhance readability/guidance/descriptions), Making SFIA easier to consume (updates to skill name/skill description), Making SFIA easier to consume (new levels).
  • Skill renamed to Marketing management aid understanding of the scope of this skill
  • New levels have been added at level 7.
  • Levels have been removed at levels 2 and 3.
  • Readability improvements have been made to levels 4, 5, and 6.
  • You can move to SFIA 9 when you are ready - SFIA 8 skill descriptions will still be available to use.
  • Previous SFIA assessments or skills mapping may be impacted by this change.

Guidance notes

Activities may include — but are not limited to:

  • supporting business development
  • generating a satisfactory flow of customer enquiries
  • developing and managing marketing strategies, campaigns and day-to-day marketing activity delivered through appropriate channels
  • market segmentation
  • approaches for developing and supporting customer loyalty.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

Marketing: Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Collects and monitors results of marketing activities.

Assists in market research and data collection providing summary reports of their findings.

Understands the basic principles of marketing, and tools used by the organisation for planning, implementing and monitoring marketing activities.

Marketing: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Leverages market research materials, customer and employee insights and other sources, to identify industry trends, needs and opportunities.

Selects from and uses marketing tools appropriate to the allocated assignment.

Conducts market research. Maintains relevant information, including lessons learned from previous campaigns, and effectiveness measures for current and previous activities.

Contributes to marketing plans, identifying and articulating unique selling points and key messages for marketing material. Presents and communicates at marketing events.

Marketing: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Plans and conducts market research to investigate and understand customer and competitor dynamics.

Uses appropriate channels and tools to engage with the desired audience. Uses research and lessons learned to inform marketing plans. Creates unique selling points, and key messages for marketing material.

Makes creative use of elements relevant to both digital and traditional environments, and drafts appropriate support materials.

Analyses the effectiveness of campaigns and services and their impact on audience behaviour and business outcomes. Organises and participates actively in marketing events.

Marketing: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Manages and monitors market research, analysis and the marketing planning process.

Devises and manages marketing campaigns within specified budgets to meet specified objectives. Advises on brand management and promotion of corporate reputation.

Plays an active role in promoting engagement of staff and business partners. Produces marketing materials and stages events.

Finds innovative solutions to marketing problems. Uses experience and data to make recommendations to senior management. Reviews and reports on the effectiveness of marketing approaches and services and their impact on business outcomes.

Marketing: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Determines and oversees the overall marketing strategy for the organisation to meet its business objectives.

Provides oversight of all marketing plans and directs the marketing planning process.

Evaluates and responds to key factors relating to the implementation, measurement and review of successful campaigns.

Assesses the current and future capability needed by the marketing function.