Market Evaluation / Market Intelligence

The research, analysis and stimulation of potential or existing markets for IT and related products and services, both to provide a sound basis for business development and to generate a satisfactory flow of customer enquiries.

Proficiency Level

Level 1 (Follow)


Level 2 (Assist)

  •  Collect and monitor results of marketing activities.
  • Assist in market research and data collection providing summary reports of their findings.
  • Understand the basic principles of marketing and tools used by the organisation for planning, implementing and monitoring marketing activities.

Level 3 (Apply)

  •  Leverage on market research materials, customer and employee insights and other sources, to identify industry trends, needs and opportunities.
  • Select and use marketing tools appropriate to the allocated assignment.
  • Conduct market research.
  • Maintain relevant information, including lessons learned from previous campaigns, and effectiveness measures for current and previous activities.
  • Contribute to marketing plans, identifying and articulating unique selling points and key messages for marketing material.
  • Present and communicate at marketing events.

Level 4 (Ensure)

  •  Plan and conduct market research to investigate and understand customer and competitor dynamics.
  • Use appropriate channels and tools to engage with the desired audience.
  • Use research and lessons learned to inform marketing plans.
  • Create unique selling points and key messages for marketing material.
  • Make creative use of elements relevant to both digital and traditional environments, and drafts appropriate support materials.
  • Analyse the effectiveness of campaigns and services, and their impact on audience behaviour and business outcomes.
  • Organise and participate actively in marketing events.

Level 5 (Strategise)

  • Manage and monitor market research, analysis and the marketing planning process.
  • Devise and manage marketing campaigns within specified budgets to meet specified objectives.
  • Advise on brand management and promotion of corporate reputation.
  • Play an active role in promoting engagement of staff and business partners.
  • Produce marketing materials and stage events.
  • Find innovative solutions to marketing problems.
  • Use experience and data to make recommendations to senior management.
  • Review and report on the effectiveness of marketing approaches and services and their impact on business outcomes.
  • Provide oversight of all marketing plans and direct the marketing planning process.