TRUSTED SKILLS REVIEWER GUIDE

MARKETING MANAGEMENT REVIEWER SKILLS EVIDENCE

SKILL DEFINITION EVIDENCE EVIDENCE OF EXPERTISE FREQUENCY OR LENGTH OF TIME
EXAMPLE

MARKET
INSIGHTS

Evidence of A competitive analysis should Submit an example

ability to conduct include evidence of… of a competitor
a competitive ● Ability to analyze analysis conducted
analysis opportunities and threats for an assignment in
associated with direct and/or school.
indirect competitors
● Ability to synthesize
opportunities and threats to
guide increasingly complex
decisions
Evidence of An environmental scan should Submit an example
ability to conduct include evidence of… of an environmental
an ● Tracking both current and scan conducted for
environmental emerging trends your employer.
scan ● Internal and external
environment analysis
● Ability to synthesize trends
to guide increasingly
complex decisions
Evidence of Secondary market research Submit an example
ability to conduct should include evidence of… of secondary
secondary ● Ability to identify credible research completed
market research research, reports, and data to support a strategy
collected by a third party recommendation.
● Ability to synthesize multiple
credible sources to guide
increasingly complex
decisions
Evidence of Ability to synthesize diverse Submit an example
ability to evidence, including secondary of how using
synthesize and/or primary data, to guide evidence supported
diverse evidence increasingly complex decisions. a business plan for a
to guide Synthesizing diverse evidence to client.
decisions guide decisions should include
evidence of…
● Ability to identify credible
 TRUSTED SKILLS REVIEWER GUIDE

forms of evidence
● Ability to analyze primary
and/or secondary data
sources
● Ability to synthesize data to
guide increasingly complex
decisions
Evidence of Understanding and using Submit an example
currency in a marketing analytic tools should of using social media
variety of digital include evidence of… analytics to
marketing ● Ability to define, measure, determine which
analytic tools, manage, and analyze key posts were the most
such as: performance indicators successful in a
(KPIs) campaign.
● Ability to synthesize KPIs to
guide increasingly complex
decisions
Google Google Analytics is a freemium
web analytics service offered by
Google that tracks and reports
website traffic.
Facebook Facebook Analytics is a built-in
tool that tracks and measures
all social content performances
over time.
Instagram Instagram Analytics is a built-in
tool that provides information
on the performance,
engagement, and patterns of
posts and accounts as a whole.
Twitter Twitter Analytics is a built-in
tool that provides information
on the performance,
engagement, and patterns of
tweets and accounts as a whole.
YouTube YouTube Analytics allows users
to understand their video and
channel performances with key
metrics and reports through
YouTube Studio.
LinkedIn LinkedIn incorporates a
selection of metrics that capture
the performance of LinkedIn
Company pages, including
followers, clicks, shares, and
comments.
 TRUSTED SKILLS REVIEWER GUIDE

Snapchat Snapchat Analytics tracks and

optimizes account metrics,
including detailed look at story
views, frequency of users
viewing stories, and how many
viewers as a whole.
TikTok TikTok Analytics tool is an in-
app feature that measures video
viewers, followers, and other
important data that influence
how popular the profile is.

AUDIENCE
INSIGHTS

Evidence of Conducting customer/audience Submit an example

ability to conduct journey mapping should include of a journey map
customer/audien evidence of… developed for your
ce journey ● Ability to analyze all employer.
mapping potential journey phases
● Ability to identify
touchpoints, highlights, pain
points, and opportunities
● Ability to synthesize
relevance to marketing
campaigns to guide
increasingly complex
decisions
Evidence of Conducting audience Submit an example
ability to conduct segmentation should include of a segmentation
audience evidence of… model developed for
segmentation ● Ability to identify a client in the travel
demographics, industry.
behaviouristics,
psychographics, and
geographics
● Ability to synthesize
relevance to marketing
campaigns to guide
increasingly complex
decisions
Evidence of Developing customer personas Submit an example
ability to develop should include evidence of… of a customer
customer ● Ability to identify persona developed
personas demographics, for a school
behaviouristics, assignment.
psychographics, and
geographics
 TRUSTED SKILLS REVIEWER GUIDE

● Ability to determine lifestyles

and workstyles with
personality profiles, including
potential goals and pain
points
● Ability to synthesize
relevance to marketing
campaigns to guide
increasingly complex
decisions

MARKETING
MANAGEMENT

Evidence of Developing a product/ service Submit an example

ability to develop roadmap should include of a roadmap
product/service evidence of… developed for a
roadmap ● Ability to identify the client looking to
product/ service vision expand their brand.
● Ability to develop a practical
marketing strategy that
includes relevant tactics,
goals, and timeline
Evidence of Managing marketing projects Submit an example
ability to should include evidence of… of a marketing
manage ● Ability to identify the project project run to raise
marketing plan, goals, and execution awareness of an
projects upcoming promotion
● Performance tracking
for your employer.
through analyzing KPIs and
metrics
● Creating and following a
project budget
Evidence of Developing a pricing strategy Submit an example
ability to develop should include evidence of… of a pricing strategy
a pricing ● Ability to analyze relevant developed for your
strategy primary/ secondary research freelancing business.
to support strategy
● Ability to identify all
customer segments, direct
and indirect competitors, and
an internal and external
environmental analysis
Evidence of Developing a marketing budget Submit an example
ability to develop should include evidence of… of a marketing
a marketing ● Ability to identify costs budget created to
budget related to advertising, maximize reach on a
materials and/or supplies, social media
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marketing staff, software, campaign.

and content creation
Evidence of Measuring a return on Submit an example
ability to marketing investment should of an ROI
measure return include evidence of… investment analysis
on marketing ● Ability to conduct a financial done for your
investment analysis, including break- employer.
even calculations
● Ability to synthesize
marketing analytics and
campaign cycle time
Evidence of Developing and managing Submit an example
ability to develop marketing metrics and analytics of how marketing
and manage should include evidence of… metrics and analytics
marketing ● Ability to interpret analytic were used and a
metrics and programs that include reach, description of what
analytics engagement levels, they mean to the
conversion rate by channel, client.
click-rate, and customer
lifetime value (CLV)
● Identifies the ROI and
marketing goals
Knowledge and Knowledge and application of Submit an example
application of marketing ethics should include of a social media
marketing ethics evidence of… contest where
● Transparency of practices participants were
given all the terms
● Protection of customer data
and conditions when
and privacy
they entered.
● Inclusivity

MARKETING
COMMUNICATI
ONS

Evidence of Developing a brand strategy Submit an example

ability to develop should include evidence of… of a brand strategy
brand strategy ● The ability to formulate a developed for a
clear and creative strategy to client as a school
connect a brand with a assignment.
specific identified
community, a structured
rollout plan and timeline, and
estimated budget
● Applied use of audience
segment research to inform
the development of strategic
and tactical plans for a brand
 TRUSTED SKILLS REVIEWER GUIDE

Evidence of Developing a positioning Submit an example

ability to develop strategy should include evidence of your role in
positioning of… assisting your
strategy ● Ability to mobilize findings employer change
from a competitor and product/ service
audience analysis in order to offerings.
generate brand positioning
insight
● The alignment of brand
values and strategy with
current market conditions to
shift brand position in a
competitive field

OTHER

Evidence of Developing and managing a Submit an example

ability to develop distribution strategy of a distribution
and manage a incorporates the method to strategy developed
distribution deliver products and services to and supported by
strategy customers. This should include evidence for your
evidence of: employer.
● An ability to develop and
optimize a distribution
strategy to maximize a
sustainable competitive
advantage
● An ability to identify, develop
and manage a direct and/or
indirect distribution channel
strategy
● An ability to develop a
distribution channel
compensation model to
maximize a sustainable
competitive advantage