Assessor Resource

BSBMKG518A
Plan and implement services marketing

Assessment tool

Version 1.0
Issue Date: March 2024


This unit applies to individuals working in a marketing supervisory or management role within a marketing team responsible for the marketing of services. They may work in small, medium or large enterprises and in a variety of industries, including service industries. The services to be marketed could be professional services, services to consumers and business customers, and services linked to tangible products. The unit reflects the fact that the marketing of services differs from the marketing of goods; and that services have distinctive characteristics with implications for a strategy.

This unit describes the performance outcomes, skills and knowledge required to use a range of strategies to plan and implement the marketing of services.

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

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

Employability Skills

This unit contains employability skills.




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.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

development of a services marketing plan providing information on the:

objectives of the plan

type of service marketing strategies and activities to be undertaken

budget

methods to measure effectiveness

responsibilities

analysis of an implemented services marketing strategy.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

office equipment and resources

relevant organisational documentation.

Method of assessment

The following assessment methods are appropriate for this unit:

analysis of responses to case studies and scenarios

review of a portfolio of evidence documenting research, planning and implementation of a services marketing plan

oral or written questioning around aspects of services marketing

assessment of reports.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.


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.

Required skills

creativity and innovation skills to identify new opportunities for marketing of services

learning and analytical skills to:

evaluate effectiveness of services marketing

apply this learning to contribute to the organisation's outcomes

literacy skills to write reports with complex concepts and ideas

numeracy skills to:

calculate costs of service marketing activities

set marketing budgets

planning and organising skills to schedule the marketing strategy

research skills to research trends, customer requirements and appropriate strategies for marketing

verbal communication skills to present strategies to relevant personnel

Required knowledge

aspects of consumer behaviour specific to services marketing

components of a service guarantee

marketing mix as it applies to services

methods of measuring effectiveness of marketing activities

range of marketing strategies appropriate for services

range of services and their characteristics

special aspects of consumer behaviour in services marketing

trends in service delivery and marketing

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Services may include:

financial

health care

hospitality

logistical

personal

professional

social

travel

utility.

Characteristics may include:

challenges with evaluation

heterogeneity

high involvement and personal nature

importance of time factor

intangibility

lack of customer ownership

lack of inventories

perishability

simultaneous production and consumption

use of different distribution channels

variability of service encounters.

Marketing mix as it applies to services may include:

people

physical evidence

place

price

processes

product

promotion.

Factors may include:

attributions for service success or failure

consumer emotions

other consumers

personal factors

price

quality of service

service features.

Strategies to market the service may include:

building reputation

customer relationship management (CRM)

distribution systems

internet marketing

pricing strategies

promotional program, e.g. advertising, displaying results of using service, indirect promotion

relationship marketing

service blueprinting

service encounters - social and physical elements

service quality.

Market trends may include:

changing demographics

growing culture of convenience

growth of information society

increased foreign competition

increased internal competition

outsourcing non-core functions

reduced government regulation

technology changes.

Activities may include:

adjusting pricing to influence demand

advertising through a range of media

instituting total quality management programs

offering service guarantees

providing tangibility through physical appearance of the facility

training employees on service provision.

Service level agreements may include:

customer duties

disaster recovery

performance measurement

problem management

termination of agreement

warranties.

Evaluation methods may include:

customer focus groups

post-transaction surveys

relationship surveys

research on lost customers

review of customer complaints.

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 as it applies to services 
Evaluate consumer behaviour in services and implications for marketing strategies 
Identify factors influencing customer satisfaction with services 
Identify range of strategies to market the service appropriate for the organisation 
Analyse market trends for service delivery and identify opportunities to market the services 
Identify previous service marketing strategies in the organisation, and analyse successful strategies and areas for improvement 
Select most appropriate service marketing strategies and activities which fit with 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 the strategy plan for the marketing of services marketing and present to relevant stakeholders 
Assemble required resources to implement the service marketing plan 
Schedule work on 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, time lines, roles and responsibilities, and legal and ethical requirements 
Implement service 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

BSBMKG518A - Plan and implement services marketing
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

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Assessor name:

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Assessment Record Sheet

BSBMKG518A - Plan and implement services marketing

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: