Assessor Resource

BSBMKG518
Plan and implement services marketing

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to use a range of strategies to prepare and apply services marketing.

It applies to individuals who work in a supervisory capacity in a team environment, who possess a sound theoretical knowledge base, and demonstrate a range of managerial skills to ensure business activities are conducted effectively.

In this role, individuals may work in small, medium or large enterprises across a variety of industries. The services to be marketed may be professional services, services to consumers and business customers, or services linked to tangible products.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify strategies for services marketing

1.1 Research services and their characteristics in a specific industry context

1.2 Identify marketing mix for services

1.3 Evaluate consumer behaviour in relation to services and implications for marketing strategies

1.4 Identify factors influencing customer satisfaction with services

1.5 Identify range of strategies to market services, appropriate for the organisation

2. Select strategies for services marketing

2.1 Analyse market trends for service delivery and identify opportunities to market services

2.2 Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement

2.3 Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans

3. Plan and develop activities for services marketing

3.1 Record service marketing objectives and purpose

3.2 Calculate costs of service marketing activities

3.3 Select methods to report and measure effectiveness of service marketing activities

3.4 Develop effective service level agreements

3.5 Assign responsibilities to team members for service marketing activities

3.6 Record strategy plan for marketing services, and present to relevant stakeholders

3.7 Assemble required resources to implement services marketing plan

4. Implement and monitor services marketing strategy

4.1 Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Implement services marketing activities according to marketing plan for services

4.4 Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications

4.5 Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify strategies for services marketing

1.1 Research services and their characteristics in a specific industry context

1.2 Identify marketing mix for services

1.3 Evaluate consumer behaviour in relation to services and implications for marketing strategies

1.4 Identify factors influencing customer satisfaction with services

1.5 Identify range of strategies to market services, appropriate for the organisation

2. Select strategies for services marketing

2.1 Analyse market trends for service delivery and identify opportunities to market services

2.2 Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement

2.3 Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans

3. Plan and develop activities for services marketing

3.1 Record service marketing objectives and purpose

3.2 Calculate costs of service marketing activities

3.3 Select methods to report and measure effectiveness of service marketing activities

3.4 Develop effective service level agreements

3.5 Assign responsibilities to team members for service marketing activities

3.6 Record strategy plan for marketing services, and present to relevant stakeholders

3.7 Assemble required resources to implement services marketing plan

4. Implement and monitor services marketing strategy

4.1 Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Implement services marketing activities according to marketing plan for services

4.4 Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications

4.5 Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Research services and their characteristics in a specific industry context 
Identify marketing mix for services 
Evaluate consumer behaviour in relation to services and implications for marketing strategies 
Identify factors influencing customer satisfaction with services 
Identify range of strategies to market services, appropriate for the organisation 
Analyse market trends for service delivery and identify opportunities to market services 
Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement 
Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans 
Record service marketing objectives and purpose 
Calculate costs of service marketing activities 
Select methods to report and measure effectiveness of service marketing activities 
Develop effective service level agreements 
Assign responsibilities to team members for service marketing activities 
Record strategy plan for marketing services, and present to relevant stakeholders 
Assemble required resources to implement services marketing plan 
Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services 
Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements 
Implement services marketing activities according to marketing plan for services 
Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications 
Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements 

Forms

Assessment Cover Sheet

BSBMKG518 - Plan and implement services marketing
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Assessment Record Sheet

BSBMKG518 - Plan and implement services marketing

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