V Skill HF-D8.3-001 cross-sector 9 skills

Marketing strategy

Chooses target groups, message, channels and budget for a period and links those choices to goals for awareness, leads and revenue.

How hrmforce measures this

The candidate performs a representative work sample under standardised conditions.

Level	Behaviour at this level
N1 Guided	Carries out parts of an existing marketing plan and reports for each action what it delivered. works under supervision and follows instruction · routine, one variable at a time · own task
N3 Proficient	Draws up a marketing plan for a service or market with goals, channel choice and budget and adjusts it on results. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process
N5 Leading	Determines the marketing strategy of the organisation, allocates the budget across channels and accounts for the return to the board. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession

N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.

These skills inherit the assessment route and the behavioural anchors of this construct.

T	Skill	Definition	Demand outlook 2026 to 2030
V	Drafting a marketing plan Marketing plan	Sets target group, message, channels, planning and budget for a period in one coherent plan.	rising
V	Substantiating channel choice Channel selection	Chooses per target group and goal the channels that deliver the most reach or return.	rising
V	Allocating the marketing budget Budget allocation	Distributes the available budget across channels, campaigns and periods and keeps room to adjust.	rising
V	Setting measurable marketing goals Marketing objectives	Formulates goals for awareness, leads and revenue with figure, deadline and measurement source.	rising
V	Making a positioning choice Positioning	Determines which place the offering should take in the mind of the audience versus alternatives.	rising
V	Building a marketing calendar Marketing calendar	Plans campaigns, actions and publications across the year, aligned with season and sales moments.	rising
V	Writing a campaign brief Creative brief	Writes a brief with goal, audience, message, assets, budget and deadline for the executing party.	rising
V	Determining the audience message Messaging	Chooses per audience the core message and tone that match their situation and motives.	rising
V	Managing a marketing agency Agency management	Briefs an agency, assesses delivered work and keeps planning, quality and costs under control.	rising