The global skills and competency framework for the digital world

Marketing MKTG

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

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.


Defined at these levels: 2 3 4 5 6

Marketing: Level 1

This skill is not typically observed or practiced at this level of responsibility and accountability.

Marketing: Level 2

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

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

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

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

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.

Marketing: Level 7

This skill is not typically observed or practiced at this level of responsibility and accountability.