BSBMKG501 – Identify and evaluate marketing opportunities: training industry case study
When I said (to business owners) all trainers had to keep up-to-date with the industry they train in, Business owners thought maybe industry engagement was generally not happening from RTOs because the trainers were not actually working in the industry.
At the time, I was writing assessment tools and training resources for large RTOs, so updated my industry currency for all the units in the 2 business diplomas using non-formal (mostly free) professional development opportunities in around a 3 month period.
How? Basically, by going out and talking to people in the small business and start-up community. And documented it on a website I created as evidence for my PD log.
Here is an example video from my YouTube channel I made up (for training purposes, not for sale) for the unit BSBLDR503 – Communicate with influence:
The message the video was intended to communicate was that the small business community felt RTOs where not providing the real training needed, only pretend training, AKA simulated, so they started doing their own. The message from the small business community was made very clear to me, and the 2nd last slide is basically a direct quote. You can read more about the dyadic relationship that has developed between small and large businesses here.
To put the problem in perspective, Moreton Bay Regional Council is the 5th largest local government area in Australia (in population) and has 95% of the businesses in their area with less than 5 employees. The Council representatives (at the Meetup I was at) stated they are attempting to attract large businesses to the area to create employment, but is a lack of skills in the area the problem?
Willing to “help” out RTOs, my friends also asked if there was a way Trainers and Assessors could update their industry currency without having to work in the industry. Obvious thinking of selling their workshops to RTO trainers, I told them what the standards for RTOs (SRTOs) 2015 say trainers and assessors could do:
Current industry skills may be informed by consultations with industry and may include, but is not limited to:
- having knowledge of and/or experience using the latest techniques and processes;
- possessing a high level of product knowledge;
- understanding and knowledge of legislation relevant to the industry and to employment and workplaces;
- being customer/client-oriented;
- possessing formal industry and training qualifications; and
- training content that reflects current industry practice.
What is considered “current” is each RTOs decision base on the rate of change and the level of risk, relating to a bunch of clauses in the standards with cascading non-compliance as outlined here. Generally, RTOs tend to set a generic currency period of 3 to 5 years which relates to the validation requirements of their courses under the standard. Some Industries would say that some technical trades, including marketing, have a currency period of around 1 year due to major changes in their industry, for example, Facebook advertising.
So, looking at an example that would be suitable trainers and assessors for BSBMKG501, I have identified a marketing opportunity for trainers and assessors to evaluate (as a customer) for a product from an industry they all work in and are required to update to by next year. TAE40116 – Certificate IV in Training and Assessment.
Why post the research on here? Simple, one of the knowledge evidence requirements is “techniques to evaluate marketing opportunities”. Even large companies like Coca-Cola and Domino’s Pizza use social media to “split test” ideas. Last year, the number of businesses using Facebook for Business overtook the number using LinkedIn, and the competition between the two platforms is only going to increase after Microsoft purchased LinkedIn.
Posting here affords trainers and assessors the opportunity to do free professional development all the types of PD required by trainers and assessors as defined (again) in the SRTOs 2015:
Professional development means activities that develop and/or maintain an individual’s skills, knowledge, expertise and other characteristics as a trainer or assessor. This includes both formal and informal activities that encompass vocational competencies, currency of industry skills and knowledge and practice of vocational training, learning and assessment, including competency-based training and assessment. Examples of professional development activities include:
- participation in courses, workshops, seminars, conferences, or formal learning programs;
- participation in mentoring, professional associations or other learning networks;
- personal development through individual research or reading of publications or other relevant information;
- participation in moderation or validation activities; and
- participation in industry release schemes.
The keyword out of the above statements is “participation”, actually doing, so you can give feedback on this marketing opportunity as an evaluation technique in action at the end of this article.
It also allows other TAE RTOs to use the opinions of myself and others as part of the TAE RTO’s compliance with SRTOs 2015 clause 1.5: The RTO’s training and assessment practices are relevant to the needs of industry and informed by industry engagement.
Industry engagement, for the purposes of Clauses 1.5 & 1.6, may include, but is not limited to, strategies such as:
- partnering with local employers, regional/national businesses, relevant industry bodies and/or enterprise RTOs;
- involving employer nominees in industry advisory committees and/or reference groups;
- embedding staff within enterprises;
- networking in an ongoing way with industry networks, peak bodies and/or employers;
- developing networks of relevant employers and industry representatives to participate in assessment validation; and
- exchanging knowledge, staff, and/or resources with employers, networks and industry bodies.
The assessment conditions for the unit BSBMKG501 list access to “case studies and, where possible, real situations”. It is possible, and I was able to find a very current real situation specific to the training industry context. The case study I have found that all trainers should have an interest in was a website advertisement titled “Shopping around for the TAE40116 Certificate IV in Training and Assessment?”
This article is my analysis as a trainer, and evidence of my own professional development to deliver the unit BSBMKG501 Identify and evaluate marketing opportunities. I was required to do PD to deliver this unit, but as a customer, I had some questions of my own in regard to if their product was right for me.
If you want to update your PD on how effective leaders, like Simon Sinek, defuse innovation, it is explained here, but also be aware that Early Adopters do make changes which sometimes do go against the inventor’s intentions.
You may have doubt about whether the public is likely to have confidence in this RTOs ability to provide, assess or issue nationally recognised qualifications, but the RTO seems willing for you to ask them questions directly, and of course as an industry stakeholder you can also talk to the appropriate regulators, but most of the questions I had would not be directed at ASQA as are not the regulators for consumer and marketing issues.
You may not agree with the RTO, but this discussion is about what they do, not a promotion of what you do. It is about you as a customer, an industry, and are you willing to accept what they do. If you don’t, maybe it is just you are not in their target market.
The RTO in this case study did pass an Audit for a product held to a higher standard than others, so that is not part of this discussion, but now the question is, can they deliver?
You can see the report covering the Performance and knowledge evidence of the unit BSBMKG501Identify and evaluate marketing opportunities by clicking this link BSBMKG501-case-study-ebook-V1
For more information on how to identify marketing opportunities, check out the Oz VA networks Entrepreneurial Skills eBook:
If you are unfamiliar with PEST analysis on “training” industry, you can read this article to get an idea of macro-environmental factors.